Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / The Right Way to Talk About Your Product

Transcript

The Right Way to Talk About Your Product · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

• 0:01
  Hello and welcome. My name is Tavishima Ayede.
• 0:04
  I'm the host of the podcast that I'm making today's recording at
• 0:06
  home. So there will be some noise in
• 0:08
  the background. If this is your first time
• 0:11
  listening to the show, what we talk about over here, business
• 0:15
  problems, issues with sales and marketing or your side hustle or
• 0:19
  anything holding your business back.
• 0:21
  So subscribe on Spotify, YouTube, Apple, or any player of
• 0:24
  your choice. And if you'd love to connect,
• 0:26
  you can call SMS or WhatsApp me on 08064662140.
• 0:33
  Today on the podcast, we are going to look at how to talk
• 0:35
  about your products features. This is actually something that
• 0:42
  should have been up on the last podcast episode because it was
• 0:45
  part of the same coaching conversation when this occurred.
• 0:49
  So, but anyway, let me just go ahead and address that now.
• 0:55
  Now, because a lot of us, OK, well some of us are in service
• 1:00
  based businesses, so we don't really have features for what we
• 1:04
  do. So this is not a problem that we
• 1:06
  face. But then there are people who
• 1:08
  are selling physical products and because of that, they are
• 1:10
  features that are attached. So for instance, the last
• 1:14
  podcast where I was talking about a salesperson who is
• 1:16
  selling solar services, you know, there are features that
• 1:20
  are attached to that thing. You know, the battery can be
• 1:23
  tall or short, the battery can be heavy or light, the battery
• 1:27
  can be yellow or black. It can be tubular battery or it
• 1:31
  can be alkaline, OK, no tubalised alkaline, maybe it can
• 1:34
  be alkaline battery or it can be lithium battery.
• 1:37
  But you can see that there are changes.
• 1:40
  There are differences in the features.
• 1:42
  The level of discharge can be different.
• 1:44
  Which one is discharging fast? Which one is charging fast?
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  The level of warranties might be different. three-year warranty,
• 1:50
  this one has five year warranty, this one has this, this one has
• 1:52
  that. So you can see that there are
• 1:54
  different features that change according to, you know, package,
• 1:58
  according to product, according to, you know, stuff like that.
• 2:01
  And then of course, in the past, you know, I've spoken about
• 2:04
  doing training, consulting for people who are in the tech
• 2:07
  space, you know, tech gadgets and you know, things like that.
• 2:10
  So, OK, power banks yes, that was one that I remembered that
• 2:17
  one particular sales lady like selling one in particular
• 2:21
  because it had multi charging heads like the charging cable
• 2:25
  was inbuilt. So there are those things that
• 2:28
  are involved. Some power banks are big, some
• 2:30
  are small, some are red, some are black, some are cute, some
• 2:33
  are ugly, some are 2000 mAh, some is 5000 mAh, some is 40,000
• 2:39
  mAh. Some discharge quick, some
• 2:42
  discharge slow, some charge fast, some charge, you know,
• 2:44
  whatever. Some is USBC, some is USB, you
• 2:49
  know, shall you get the point? There are different features
• 2:52
  that are attached to the product.
• 2:55
  Now because of that, it's important for people who sell
• 2:59
  those sorts of things to know how to talk about those features
• 3:04
  when in conversation with a customer.
• 3:06
  Now I mistake that lots of Nigerians says you just just
• 3:09
  what they do is they just lift up, lift off, list off all the
• 3:12
  features. Now, while that is good, you
• 3:16
  need to take things a step further.
• 3:20
  You need to talk about features in a way that benefits the other
• 3:24
  person. It might be obvious, but still,
• 3:28
  as a salesperson or as a business owner, you should take
• 3:31
  the next step to explain the reason why you're recommending
• 3:35
  what you're recommending. So it's a conversation that I
• 3:39
  had with that particular salesperson.
• 3:41
  If you've listened to the last episode before this one, then
• 3:43
  you know, you know some of the story.
• 3:45
  So it's a conversation I also had with that salesperson.
• 3:48
  I said for this guy, you went straight and he recommended
• 3:50
  lithium battery. Why did you recommend lithium
• 3:53
  battery? And then the best salesperson
• 3:56
  said, Oh yeah, I recommended it because it's maintenance free,
• 3:59
  it has steady discharge and it has longer warranty.
• 4:03
  And I say very good. I said, did you tell the guy
• 4:06
  that? And it's like, oh, I can't
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  remember when we're recommending something to the customer, to
• 4:17
  the potential client, we need to make it clear why we are
• 4:20
  recommending. You don't just say take lithium,
• 4:23
  Lithium is the best for you. You say in fact, this is general
• 4:26
  formula I gave the salesperson. What you do is you say I am
• 4:30
  recommending X because of Y and what that means for you.
• 4:36
  Is ZI repeat. This is a general formula.
• 4:41
  I am recommending X because of Y and what that means for.
• 4:47
  You is Z. So this is how it goes.
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  You say Sir. The Sir will say yes, young man,
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  say Sir, based on all the things we're talking about, I'm
• 4:58
  recommending lithium batteries for you.
• 5:00
  The mouse and lithium batteries will say yes, Sir.
• 5:04
  I'm recommending lithium battery because, oh, sorry, one moment.
• 5:10
  Sounds as if my children have destroyed something.
• 5:12
  I'll be back. OK, sorry about that.
• 5:17
  Just like I suspected my my last born decided to break something
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  so and it is your parenthood. So for those of you who are not
• 5:24
  parents, we're waiting for you. There's lots of fun.
• 5:27
  Can't wait for you guys to join us.
• 5:30
  So the formula is I'm recommending X because of Y and
• 5:35
  what this means for you. Is Z.
• 5:37
  So you tell the customer or the customer go customer say I said
• 5:42
  I'm recommending lithium battery for you, I'm saying lithium say
• 5:44
  yes, I'm recommending lithium battery for you because it is
• 5:48
  maintenance free. Say what does that mean?
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  Because it is maintenance free. What that means is maintenance
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  free. You don't have to be adding
• 5:59
  water to it. What that means for you is you
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  don't have to be calling any engineer every six months or
• 6:05
  every one one year to come and be doing maintenance check or to
• 6:09
  be adding liquid. So you've listed a feature,
• 6:13
  you've listed the benefit as well.
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  Let this person know. You can see that it lands
• 6:19
  different if you just say Olga, I'm recommending lithium battery
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  for you and you think, well, it's obvious why you recommend
• 6:26
  lithium battery to the customer. It's not obvious.
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  So use this simple formula. They also say Olga customer.
• 6:37
  Another reason why I'm recommending lithium for you is
• 6:38
  because lithium has steady discharge.
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  For those of you who when you hear discharge, you think about
• 6:47
  something else, you need Jesus go and repent.
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  So I'm recommending because the thing has steady discharge, the
• 6:53
  most steady discharge, you say yes.
• 6:55
  What that means is the power depletes on a very steady level.
• 7:00
  If we give you the other battery, the one that you know,
• 7:02
  the one that your friend has tubular battery.
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  OK, I'm back sorry about that. I know that was most
• 7:14
  unprofessional, but the honest truth is you know this name
• 7:19
  mentors. I had mentors in my mouth as I
• 7:21
  was recording and then I ended up choking on the thing.
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  So this is the reason why when I was a young man, my father used
• 7:28
  to tell me remove that sweet for your mouth.
• 7:30
  But I never listened. But any it has happened.
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  I nearly choked. Would have been a world record
• 7:36
  for the first podcaster to die while recording the podcast.
• 7:40
  OK, so for those of you who like to talk with sweet in your
• 7:44
  mouth, now you can see why your parents say it's a bad habit.
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  Where were we? So steady discharge.
• 7:53
  So you tell the guy the reason why I'm recommending lithium
• 7:56
  also is because Ethan has steady discharge and this is what it
• 7:59
  means. If we give you normal tubular
• 8:02
  battery, it will discharge well for the first two or three
• 8:06
  years. After that you will now start
• 8:07
  discharging very, very quickly. But lithium battery over the
• 8:11
  course of his 10 year lifetime, the discharge will be even doing
• 8:15
  with any problem, so won't be as safe.
• 8:17
  In the beginning The thing is giving you power very good.
• 8:21
  Then towards the end The thing is giving you power, but not for
• 8:25
  long. The power is discharging very
• 8:27
  quickly. So you can see that you're using
• 8:30
  the same formula. I'm recommending X because of Y
• 8:33
  and what this means for you. Is Z.
• 8:36
  I'm recommending lithium because it has steady discharge.
• 8:40
  What this means for? You is the.
• 8:43
  Performance of your battery will be constant over the 10 year
• 8:46
  life cycle of this your battery unlike if we give you tubular
• 8:52
  where the performance will decrease over time.
• 8:58
  Or you can now say I'm also recommending lithium because of
• 9:02
  longer warranty. The other kind of battery that
• 9:05
  you know that everybody knows, the warranty is normally one to
• 9:08
  two years. For lithium, the warranty is
• 9:11
  normally three to five years. What this means is if there is
• 9:14
  any serious issue from the manufacturer's end within the
• 9:19
  first five years, we will fix it for you free of charge.
• 9:24
  So you can see that that's how you talk about product features.
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  You don't just say I'm giving you lithium battery and you keep
• 9:29
  quiet. The formula is I'm recommending
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  X for you because of Y and what this means for you.
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  Is Z. So the same thing in the gadget
• 9:40
  sales, the reason why I'm recommending this power bank
• 9:44
  based on what we've spoken is because this one is 20 mAh,
• 9:48
  20,000 mAh. What that means is when this
• 9:51
  thing is fully charged, based on what we've discussed, you in
• 9:54
  particular, you will use this name for three weeks before you
• 9:57
  have to charge it again in three weeks.
• 10:00
  I say yes, that is what 20,000 mAh means. mAh means the amount
• 10:04
  of power that they think can store.
• 10:06
  I'm assuring you 3 weeks on a single charge person will say,
• 10:09
  wow, you say also this one that has 20,000 mAh, it also has
• 10:15
  steady discharge. So what that means is over the
• 10:18
  course of this power bank expected the last three years is
• 10:22
  not as if the performance will go down.
• 10:23
  It will continue to serve you steady.
• 10:25
  The only change is now The thing is looking fresh.
• 10:28
  By the time use it for like 3 years the thing will look
• 10:30
  somehow dusty but the performance will still be there.
• 10:34
  Also another reason why I'm recommending this is because it
• 10:37
  has inbuilt multi charging heads.
• 10:41
  What that means for you is when you have this power bank, you
• 10:44
  don't have to carry any cable with you at all because all of
• 10:48
  them are here. USBC look at the head.
• 10:51
  IPhone charger, look at the head, USB, look at the head,
• 10:58
  every single USB, look at it here.
• 11:02
  So you don't just say I'm recommending this for you and
• 11:06
  you don't just list off the features.
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  You don't just say I'm recommending this for you
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  because it is 20,000 mAh, it has steady discharge, it has inbuilt
• 11:13
  multi charging heads. When you just list off features,
• 11:17
  it can overwhelm the customer. We can overwhelm the potential
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  client. It has happened to me before.
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  I was with the sales girl and she just kept going on and on
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  and on, listing everything. So I know how to tell that.
• 11:29
  Look, relax, hold on. Slow.
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  Just slow down. You're moving a bit too fast for
• 11:33
  me. We can't go back to when you
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  said this, that, that, you know, what does that mean?
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  Not lots of customers are going to tell you that.
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  Whoa, slow down. You're overwhelming me.
• 11:43
  Most people don't like to admit that they don't know what's up.
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  So they'll listen and they'll be shaking their head and they'll
• 11:48
  say, OK, OK, thank you very much.
• 11:51
  You've given me a lot to think about.
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  Can I have a flyer? OK, thank you.
• 11:57
  I'll be in touch when we're ready.
• 11:59
  I'll call you. And then they'll go as all most
• 12:01
  people will do. So slow it down.
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  Don't just list out all the features.
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  The formula is. I'm recommending X because of Y
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  and what this means for. You is Z.
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  So just remember that as a general formula.
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  So that's something I forgot to include in the other podcast
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  episode. And I'm putting you here now,
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  especially for those of you who sell stuff that has, excuse me,
• 12:25
  that has features. So I hope there has been one
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  valuable lesson that has been learned today.
• 12:31
  And based on how I nearly lost my life in today's recording, I
• 12:36
  hope you now know they're not supposed to talk you sweetie in
• 12:38
  your mouth or else it could be the beginning of how how do you
• 12:45
  say it? Those is it never ending story
• 12:47
  stories that touch. It could be the beginning of
• 12:51
  stories that touch and it May God preserve our life in Jesus
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  name. So that's it and that's all.
• 12:57
  Remember if you'd love to connect, call SMS or WhatsApp me
• 13:01
  on 08064662140. Thank you for your time and
• 13:06
  attention. I'll catch you next time.
• 13:08
  Same place in your headphones or in your speakers.