Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / How to Write Proposals That Get Read: Engaging Customers Before You Drop the Document

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How to Write Proposals That Get Read: Engaging Customers Before You Drop the Document · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

0:01
Today's podcast episode is going to be one of those listener
0:04
questions and we're going to tackle a couple of things
0:08
related to whether you should write proposals to boost your
0:12
business, whether you should write proposals, how to write
0:15
proposals, when to write proposals, what should going to
0:18
proposals, you know, things like that.
0:20
So this is the first part, but they're going to be future ones
0:24
to come maybe sometime next week.
0:27
But I figured, let me just get some preliminary thoughts down
0:32
on the podcast, you know, regarding these sorts of things.
0:37
So, oh, before we continue, if these are the kind of things you
0:41
like to listen to, should you be writing proposals to boost your
0:43
business or how do you write a defective proposal?
0:46
Who are the people that you should be targeting with your
0:48
proposals? Then this podcast is your jam.
0:51
So subscribe on Spotify, iTunes, Apple, you know, wherever it is
0:57
that you like listening to podcasts.
0:59
I'm your host, Tava Shima Ayede, and if you'd love to connect
1:01
with me, you can call, send me a text message or WhatsApp message
1:04
on 08064662140. This podcast episode is going to
1:11
be a noisy one because I am currently at the NAF Valley
1:15
Estate. I'm just chilling, waiting for
1:17
someone. So I said, now that I have some
1:19
free time, let me just answer this question sharp Sharp,
1:22
because this question actually just came in.
1:24
Check my WhatsApp and this question just came in.
1:27
Now the question is from Innocent.
1:29
Innocent is helping his dad in the tyre business.
1:33
One, as we say, tyre, you know, like car tyre, that kind of
1:35
thing. And this is innocence question.
1:40
I'm quoting Innocent now. In one of your episodes, you
1:43
mentioned that before pitching or presenting, it is important
1:46
to listen first. I wanted to ask, does that mean
1:50
my plan to go in, introduce what we offer and explain how we can
1:55
help might not be the right approach?
1:58
So that is, in a sense, question.
2:01
So basically since he joined Pop C in the business, what the guy
2:05
has been doing is he has been cooking up proposals to send to
2:08
companies to say buy our attire. That's what he's been trying to
2:12
do now because Innocent is a correct guy and he wants to help
2:16
Popsy's business to blow. He wants to help the family
2:20
business to grow. Innocent has been trying to
2:22
develop himself by looking for podcasts to listen to.
2:25
And of course, your boy found a very, very useful all I say
2:31
resource in my podcast and has been listening.
2:35
Then there were some episodes he listened to that shook his
2:37
conscience. The podcast episodes where I
2:40
spoke about how instead of just going everywhere, dropping
2:43
proposal left, right and center, saying I'm the best, I'm the
2:46
brightest, I'm the this, I'm the that the right approach to do is
2:49
to go and listen to somebody first, engage the person in
2:53
conversation first, figure out what it is that they're actually
2:56
looking for first. That will now inform the content
3:01
of your proposal that you now go and drop later on in the office,
3:05
because this is Nigel. Let's get real.
3:07
Especially for those of you who do government contracts.
3:10
People write proposals every day, boys.
3:11
Anybody reading those proposals, we want to increase the chances
3:15
that the proposal will get read. So in order for this thing to
3:21
get read, your chances actually go up when you're actually going
3:23
to the office, engage with somebody and the person has 5 or
3:27
6 concrete questions and the proposal you're coming up with
3:31
can answer some of those questions.
3:35
These are the things you do that increase the chances that your
3:39
proposal is going to be read because people can smell
3:43
standard template pro proposals in Miley way.
3:47
This one is see this one. Nobody say ChatGPT or anything
3:51
even before ChatGPT already on the Internet or you just go and
3:56
check Microsoft Word templates. You know, you just Google
4:00
template documents, you will find template proposals.
4:02
So even before ChatGPT, you know, boys don't deal as in
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template, proposal template, proposal template up and down.
4:11
Now proposal template is not bad.
4:13
Take the proposal template, edit it, you know, blah, blah, blah.
4:16
But the best thing to do actually is talk to somebody
4:19
first, get the meat of what their concerns are.
4:24
Then you can now go and look for templates and then you edit
4:27
those things into the template. So that one is better because
4:30
standard templates when people open it, they we can just tell
4:33
you just open it, repage one, read page 2 and then just put it
4:36
down and say, you know what, I'll get back to this thing some
4:39
other time. Because our potential customers,
4:42
they have work to do. Really they have work to do.
4:45
They're trying to, you know, build their career.
4:47
They're trying to build their businesses, you know, trying to
4:49
get on with life. You can how come and drop A50
4:51
page proposal and you honestly think they will sit down and
4:54
read this whole thing from beginning to end?
4:56
Don't deceive yourself. So that's in a sense question.
5:03
Is it important? OK, I said it's important to
5:05
listen first. So does that mean that this plan
5:07
is wrong that to be going in and to be dropping proposal, Does
5:10
that mean he's a bad idea? Does that mean he should stop
5:12
it? We'll answer that question
5:14
shortly. Well, before we do that, a few
5:16
things that I have to note. First of all, like I said,
5:20
innocent, by the way, innocent. I hope you're not like, you
5:24
know, that or that innocent, you know, our brother, those of us
5:27
from Ben Estate, you know that innocent now, the one who is
5:30
big, the one in the music sphere, you know, the one that
5:35
likes woman, the one that's always moving up and down, the
5:40
one that has recently left his wife and married.
5:42
So, so, so and so, so innocent. I hope you're not like that
5:45
innocent. And don't be running up and
5:47
down. Just be, you know, become where
5:50
you are, become where you are innocent.
5:52
If you're married, you know, just trust that God has located
5:54
you in the right place. So be there and be happy with
5:56
the wife of your youth. There's no need to be, no need
5:59
to be running up and down. So I hope you're not that kind
6:02
of innocent. So innocent.
6:04
Now innocent wants to help his dad and build the tire business.
6:07
And my guy, this is fantastic. This is the reason why it's a
6:13
fantastic idea. See, I'm saying this because
6:16
there are lots of people who say now I want to go and do my own
6:18
thing. I want to be my own man.
6:20
I want to be my own man. You don't understand By myself.
6:22
Yeah, he's good. You stand by yourself.
6:24
No problem. But The thing is, if Mumsy or
6:27
Popsy has already put one asset on ground, first of all, inject
6:31
yourself into that system because you're going to acquire
6:34
transferable skills that will help you in your own future
6:37
hustle. Let me repeat, I want to be my
6:42
own man. I want to be my own man.
6:43
Sure, yes, be your own man. But The thing is, if Popsy has
6:47
built something or if Mumsy has built something, inject yourself
6:52
into that thing first. See how you can boost that
6:54
thing. See how you can grow that thing.
6:56
You will learn some skills. This is free all.
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I put it like free learning, subsidized learning that you're
7:04
getting so that when you're now ready to do your own thing,
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you'll be coming in on a higher level than if you're coming into
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your own business fresh. You're a complete jam bite.
7:14
Believe me, it's a win win. You help obviously grow the
7:16
business. You help once you grow the
7:18
business, they are grateful. Eventually you will have that
7:22
conversation where you tell her, look, Momsy, I want to be my own
7:24
man, Popsy, I want to do my own thing, you know, But you know,
7:28
do I Everly be grateful? And then you would have learned
7:30
some skills. These are the kind of skills
7:32
that you can learn when you're working in Popsy's business or
7:35
Momsy's business. You will learn sales and
7:38
marketing. Meanwhile, Popsy is still giving
7:40
you salary or he's still feeding you.
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He's still paying for fuel. You're still living in Popsy's
7:46
house. You gain a free education, man,
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free, free education, subsidized education.
7:55
You will learn sales and marketing.
7:57
So popsy style business. You can see proposal writing
8:01
proposal up and down, entering one office, entering another
8:04
office, entering box up and down, driving up and down.
8:08
It looks like hustle now. It looks like stress now.
8:11
But ten years or five years down the line, when you start your
8:14
own thing, you see how all of these things have given you a
8:19
I've given you a leg up. You're made to be starting from
8:25
zero. You you'll be starting from
8:27
level 30 something because you have done a few things.
8:30
You've already learned some sales and marketing.
8:34
You know your mates will be afraid to enter Zenith Bank and
8:37
talk to the MD. You you won't have that problem
8:40
because from early you don't the, you know, last with MD
8:44
already. You've already been going for
8:46
those meetings. So for you it's not a thing at
8:48
all. You learn sales and marketing.
8:52
You will also learn the administrative side of business.
8:54
That's one of some of us are learning now report writing.
8:57
I hate as in I hate report report writing, ID test report
9:02
writing. So for those of you who are
9:06
learning some things you pop sees business, one sees
9:09
business, all these administrative things you
9:10
already learning is small, small, small learning the
9:13
tricks. How do you do it?
9:14
Which one do I know? Like which one do I get around
9:16
it? As in when you're starting the
9:18
business, your own business, you now know which ones to outsource
9:20
from the beginning because you've already been learning
9:23
administrative tasks. You also learn how to manage the
9:25
team and other employees because for popsuit have been paying
9:31
school fees. I know that this type of
9:32
business is is you know, is already already have some
9:35
traction ready has some traction.
9:38
If not, you wouldn't have been paying your school fees.
9:40
So there's already teams in place, there's already processes
9:45
in place. You're going to Start learning
9:47
how to manage this thing, especially as orgasm.
9:50
If you say that, you know, I want to learn the how the
9:52
accounting department works, you know there's not going to be a
9:55
problem. You're not a stranger.
9:56
He will say sure, no problem. He will sit you down and show
9:59
you the books. You guys will talk because
10:00
you're his son or for those of you who are women, you know,
10:05
you're his daughter who teach you.
10:07
You want to learn negotiation skills because you follow Pop C
10:10
outside, you'll be hearing him talk to clients.
10:14
You know, after some time he will tell you like, look, you
10:16
know what, I'm tired. You can handle this one.
10:17
Go and do it on your own. You have to start negotiating by
10:20
yourself. You're going to learn how to
10:22
deal with vendors and suppliers because you guys don't
10:24
manufacture the tires you have to buy.
10:27
You know, once in a while, pops, you will be busy and pops, you
10:28
will say this one, it's not a big thing.
10:30
It's not complicated. You can handle this one on your
10:32
own. You will learn, you'll learn how
10:34
to deal with other stakeholders. So please, those of you who are
10:39
in this situation, Popsy has a business, Momsy has a business.
10:42
It's not a matter of I want to be my own, you would be your own
10:45
man. See the truth or man is they
10:46
can't even stop you from being your own man because even they
10:48
force you to to take over this business.
10:50
Eventually Momsy or Popsy will die.
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Now is the truth how they die what I stopped you from now
10:55
moving on. So anyhow, anyhow you will move,
10:58
don't worry. But use this opportunity for
11:02
free learnings. One of my big aunties, Auntie
11:05
Rachel, turned 60 yesterday, who had the party yesterday and you
11:11
know, one of my kids and that that was fun.
11:14
Mom, she was there too and my wife was there.
11:16
I made it an absolute fool of myself as when I was having fun,
11:19
the food was on point, the alcohol was on point, the wine
11:23
was flowing. I told my son he could have a
11:26
sip. He tasted.
11:27
He said that this thing is sour. I said no worry my boy, when you
11:30
grow up you understand the as anything is sour.
11:33
Now when you grow up you know this thing will taste like
11:37
nectar in your mouth. Don't worry.
11:39
It was karaoke was singing. I was shouting like a bastard,
11:43
as in I had a very good time and my son even joined me to sing
11:46
karaoke. We sang Heal the world, you know
11:48
is it heal the world I be No, we are the world ahead.
11:52
We are the world. Michael Jackson, Cyndi Lauper
11:54
and a couple of other people, me and my boys.
11:57
But my wife was shy, shy. She danced, but she didn't join
11:59
us and do karaoke. So it was fun, was fun, was fun.
12:03
How did I get here? The MC, The MC was now telling
12:08
people, because there were some people there that were close to
12:10
100. So he was talking to generation
12:12
by generation. There's some people that were
12:13
close to 100. There was nobody there close to
12:17
90. There was somebody there who was
12:19
82. So he was going down, down,
12:22
down, down, down. Then by the time he got to 20,
12:29
he said something. He said, look, that those of you
12:31
who are 20, he said that take it from me that all of you now you
12:36
carry shoulder, you're angry mumsy, angry popsy.
12:39
You want to leave the house, you want to order.
12:40
He told them. He said stay put.
12:44
Now you go outside is not as friendly as you think.
12:47
That economy is not smiling, He told them.
12:49
Stay put. Enjoy free house rent, enjoy
12:53
free food. Stay put.
12:58
Yeah, that's how I got here. So please, if Popsy has a
13:01
business, you want to be home man, Yes.
13:05
But enter Popsy's business for now and learn a couple of things
13:09
and then stay put for a while. Enjoy free house rent, enjoy
13:13
free food, enjoy free fuel while you're learning these things.
13:17
Excuse me, so that when you're ready to step out and build your
13:19
own conglomerate, you'd have been cooked up, you'd have
13:22
learnt, learned a couple of things.
13:26
So summary, what I'm saying is it's a good idea to get involved
13:29
in your parents businesses. It is low costs, it's not
13:32
costing you anything and it is risk free.
13:35
To you, there's no risk because if you mess up with your POPSY,
13:37
that would drop the busy. So to you actually there's
13:40
there's no risk. The words that happens, your
13:42
father will shout at you and say how could you have done that?
13:45
But you're his son, he will forgive you.
13:47
If you're a girl, you're his daughter, he will forgive you.
13:52
But the risk is not on top of your head.
13:53
So it is low cost is low risk, safe risk, low risk.
13:57
So go and acquire some business acumen before you become a full
14:02
adult before you leave the house.
14:05
So those of you who are children of family owned businesses, stop
14:08
all this emotional drama that you will get into.
14:10
I want to be my own man Popsy forcing me, Momsy forcing me.
14:13
Some, some, some, some some. Now just think of it as just
14:17
think of it as a jam like you write jam by you entering
14:20
university is just one of those stages.
14:22
Just think of it like jam by university.
14:24
Get involved for a few years. Later on, you'll be able to
14:28
leave because let's face it, by the time you're 30 something, 40
14:31
something, they can't pin you down now.
14:34
They can't. By the time you marry and leave
14:35
the house, like who? Who will force you to do what?
14:39
And also because there are some cultures that have realized that
14:41
this is the way forward. The Indians.
14:43
This is why the Indians are blowing past us, because it is
14:46
their standard template. Great grandfather starts a
14:49
business, the thing makes some progress.
14:51
His children get involved, they blow it up.
14:53
The next generation get involved.
14:55
They blew it even larger and before you know it, there's a
14:57
generation, there's a business that is five generations family
15:02
owned and you know, multimillionaire left, right,
15:05
left, right as everywhere you look, multimillionaire money now
15:08
water money everywhere. The Indians have realized the
15:11
way forward and it's time that we Nigerians wake up to wake up.
15:17
Popsy started something. Blow that thing up.
15:21
Blow it up is the family that will enjoy.
15:24
It's like a blueprint now for Indian businesses.
15:28
If you don't believe me, check. So I don't know about too many
15:30
of them now, but when I was a boy, there was, I think it's a
15:33
Tata, Tata Industries, TATAI can't remember all the things
15:36
that they're involved in. I think I used to see some of
15:39
their trucks when I was small. That's when I first heard of the
15:41
family. It's the same thing.
15:43
Great pop, great grandpopsy started something.
15:45
The children, you know, increase, the next generation
15:47
increase, increase, increase. Then before you know it, I think
15:50
through intermarriage, the marriage into another family
15:53
dies like that. And then before, you know, a
15:55
Tata family, everywhere you look, millionaires, one family,
15:58
how many millionaires when I get that's how the thing starts.
16:03
So Nigerians, wake up young boys, young girls, you'll be
16:08
your own person. But let's blow up what moms and
16:10
pops already has. Now back to the main question
16:13
Innocent asks. Excuse me, let me quote you as I
16:17
wanted to ask. Does that mean my plan to go in
16:20
and introduce what we offer and explain how we can help might
16:23
not be the right approach? The answer is no, it depends.
16:28
It's not as if it's the wrong approach, but it depends.
16:31
Now, if you're going in with an already baked proposal and you
16:33
want to tell people I'm the greatest, I'm the best, this is
16:36
how I can help you, blah, blah, blah.
16:38
The thing is, are you making assumptions that you can help or
16:42
do you have data that your assumptions or that your
16:45
arguments, whether your case studies or that your whatever
16:47
are correct? Because remember, when I say
16:52
listen to people, I'm not saying listen to people for listening
16:56
circle primarily. I say listen to people to build
17:00
rapport because when you listen to folks, they feel like they're
17:05
being listened to and then want to do business with you.
17:07
So that's the main thing. But then the second thing also
17:09
is so that you have the correct information to make the right
17:12
proposal and to give an accurate price quote.
17:18
So there are situations when if you already have the right data,
17:23
then yeah, sure, no problem. Just walk in and drop the
17:26
proposal on their desk because you already know them, you
17:29
already know this industry, you already know this, whatever, and
17:32
you know that your data is correct.
17:33
Now, what kind of data are we talking about?
17:35
What I just mean is, excuse me, are there people that you have
17:38
listened to in the past? Are there people that you've had
17:40
conversations with in the past? Are there studies or research
17:44
that you've done in the past that you've carried out?
17:47
Have you spoken to a ton of people before or gone through a
17:49
ton of data in the past so that you can just get into a business
17:53
and cut straight to the chase and then start talking business
17:56
with them? When you have that kind of data,
18:02
that kind of perspective before you.
18:03
Yeah, you can do it. It's another approach to sales.
18:05
I don't talk about it a lot because young men in particular,
18:08
those of us who feel like, you know, there's some young,
18:12
there's some of us that just born proud.
18:13
So those of us who are born proud, we can go and mess up
18:15
with this approach. It's called the Challenger sale.
18:19
So that's the approach to challenger sale.
18:21
You already know this industry, you've already been in this
18:24
industry, you've been interacting.
18:25
So you like, you already know what's up.
18:27
So you can go into an office and just give it to demonstrate,
18:29
bam, let's challenge yourself. So in this approach, you start
18:36
conversations with prospects based on the insights that
18:40
you've gotten from your experience in the past.
18:41
So you're coming in and you're saying, oh, based on my
18:43
experience in the past, you know this is this da da, da, da, da
18:46
da. Do you guys have the same
18:47
problem? They say, OK, well, yeah,
18:49
actually we have that problem. You see, now you're moving the
18:51
conversation forward. So you're not necessarily
18:53
listening per SE and fishing for information, but you are going
18:59
there with with your own mind already made-up and telling them
19:02
that look, this is this, am I correct or not?
19:05
And they say, actually you're correct.
19:06
And then you now start guiding the conversation then.
19:09
So I don't talk about the challengers here because like I
19:13
said, those are was boys, especially those was who are
19:16
full of ourselves. We can go and mess up big time
19:20
then go and mess up big time on this thing.
19:23
So let's give an example of how someone like Innocent would use
19:26
the challenger sale. Since Popsy has been in the
19:29
entire business for a while, Let me just guess Innocent.
19:32
Now Popsy has been doing this for like 20 years.
19:34
And let me just guess that you just finished uni because you
19:37
know me and Innocent, we haven't really spoken yet.
19:40
Let me just guess that you know, you just finished uni and you
19:43
know you've been moonlighting in the business laser like for the
19:45
last 10 years. So you've already picked up a
19:46
couple of things. So with that innocent, what
19:49
you'll be doing is you go into a business.
19:51
First of all, make sure you're talking to the right person or
19:55
make sure you're talking to the right person.
19:57
I repeat, because there are too many of us who write proposals
20:00
and then we go and drop it with the wrong person.
20:03
If you drop proposal with head of human resources, but the
20:06
person who is supposed to read the proposal actually is a.
20:09
Head of accounting, you're making your job a whole lot
20:12
easy, the paper a whole lot worse because the paper is on
20:15
the wrong desk. So make sure you're talking to
20:18
the make sure you're at the right desk.
20:21
So the first thing when you enter the establishment is not
20:24
to start big in your chest and you know, say, ah, challenger.
20:27
So challenger. So, you know, come in pompous.
20:29
No, calm down first. Find the right person.
20:33
Hello, good morning, ma'am. You know, please, who's
20:36
responsible for maintenance? I'll be who's responsible for
20:38
inventory, or can I speak to the stock manager or can I speak to
20:43
the person responsible for fleet management?
20:45
You know, that kind of thing. You know, I'm not in the tire
20:47
world, so I don't know. But that is your first approach
20:49
when you enter the building. We're talking to the right
20:51
person. If it is the person in charge of
20:53
fleet management who handles when they buy tires for the
20:57
trucks or by the way, the tires that he sells is for, you know,
21:01
big, big, big, big, big machines, you know, trucks and
21:03
things like that. By the way, I'm glad that those
21:06
of you in the trucking industry and construction industry are
21:09
finally discovering my podcasts. I really would love to work with
21:12
you guys. So yeah, I'm glad that you're
21:14
here. So let's talk some more OE
21:18
trucker people. So innocent.
21:22
That's the first thing. Am I even talking to the right
21:24
person when I enter that establishment?
21:26
Because if you're talking to the person who is in charge of
21:29
inventory, but then actually it's the person who is in charge
21:33
of fleet management that makes the decision, then your proposal
21:36
is on the wrong table and you're giving yourself a high jump.
21:39
So make sure you're talking to the right person so that your
21:41
proposal, when you drop it, it will be on the right table.
21:47
Then challenge yourself, since Popsy has been in the business
21:52
20 years, you've been shadowing him for like 10 years.
21:54
You already know what's up. So you already know what these
21:56
are people like, so you can go in with a problem statement.
21:59
And that's the first thing that I asked innocent.
22:01
So I asked him, Now look innocent.
22:05
I'm assuming that even though you're talking tire, tire, tire,
22:08
actually this is what you're selling.
22:10
You're selling less downtime because when a truck breaks
22:13
down, it's not as if, you know, for those of us who drive normal
22:17
cars, if you're tire boss, now what?
22:20
You just locate a vulcanizer, 10 minutes, you'll be on your way.
22:24
All these bigwig machines. You know, it's not like that
22:26
when one breaks down. Actually, it's a nightmare.
22:29
And it's not as if you can just push it down the road to a
22:32
vulcanizer. So making sure that people have
22:38
correct tires for their trucks, for their tractors, for their
22:41
whatever tractor head, you know, whatever it is, no more you will
22:46
have selling less downtime. You buy good tires, this thing
22:50
will last you long time. Instead of this rubbish where
22:55
you believe me, me and my brother, we face this thing
22:58
because we used to export a charcoal.
23:00
You put somebody on the road, they told you it's going to be
23:03
two days. Then you call them on day and a
23:05
half, You say what happened on the side, the lorry broke down,
23:08
he broke down. How they say 2 tires packed up.
23:11
Say where are you people when so so and so village?
23:14
When are you going to move? And we don't know.
23:15
We have sent to sources and so are waiting for a tire.
23:18
That thing can really, really like mess up your day.
23:22
So you budgeted for two days for the thing to get to port and now
23:26
he's looking as if the shipment will take one week.
23:30
And then since it's charcoal will be told you that as the
23:32
lorry is waiting on the road for two or three days, rain will now
23:34
pour and then soak up your shipment and then now starting
23:37
yourself like man, I'm left up, I'm totally left up the whole
23:40
consignment, I'm screwed. So even though you're selling
23:46
tyres, asked innocent, you guys are actually selling less
23:48
downtime, is that correct? You say correct.
23:51
You'll be also selling lower operational costs because when
23:54
somebody gets brand new tyres and you last, the tyres last a
23:57
certain, you know, 2-3 years or whatever.
24:01
Let me just put it this way, there are some Nigerian
24:03
businesses that you will actually suffering because you
24:05
don't like buying brand new all the time or you don't like
24:07
buying best quality all the time.
24:09
So you buy it one that uses more than anything you now bossed and
24:12
then you buy again. If you will now bust, buy again
24:14
if you will now bust. And he just realized that this
24:17
money that I spent buying 5 patch patch versions, I should
24:22
have just bought 1 and should have been over and done with.
24:25
So I asked you, no sense. So you guys are actually selling
24:27
lower operational costs, is that correct?
24:29
He said yes. Then I also pointed out you guys
24:31
are also selling improved safety, am I correct?
24:34
And he said yes. Now the reason why I know that
24:36
is because I'm from Ben Estate, grew up in Abuja, later on
24:41
Lagos. So you know, over the years now
24:44
we always travel home. You know, you leave Abuja and
24:47
travel down to Benue State, you leave Lagos, you travel down to
24:49
Benue State and by the time you hit NASA, we see it all the
24:53
time, all the time. Tire busts, Disney skids, you
24:57
now go and jam. This guy jammed that one before
24:59
you know it fire all over the place.
25:02
Or when I saw it as a child, this one really pain me because
25:05
back then I actually like to drink Fanta and Coke and I saw a
25:09
whole lorry, a whole lorry and all the crates of Phantom Coke
25:15
were just broken in the gutter by the road.
25:19
Just because one time I bust both, then the lorry tripped and
25:24
then the load because of the waiting banners, everything just
25:26
so crash. That's how Phantom Coke just
25:29
wasted. I remember as a child thinking
25:31
to myself, Oh my Lord, look at all this wasted goodness on the
25:36
road. So yes, those of you who sell
25:40
tyres for tractors, lorry, truck heads, truck bed, everything you
25:44
will actually selling improved safety.
25:45
Now the reason why I went through this exercise with
25:47
innocent is this now lots of you who are selling stuff and you
25:51
really don't know your unique value proposition.
25:53
The unique value proposition is why do people buy from you?
25:58
You need to know your unique value proposition because that's
26:00
the thing you're actually selling.
26:01
If you go and tell somebody I buy tyres, come and buy the the
26:05
XYZ 5000 is the newest model. In your mind you think it's
26:11
tires that you're selling. Go and buy XYZ 5000 in US model.
26:15
No, you are selling a result. You are selling a benefit.
26:18
You should be emphasizing the benefit.
26:22
You should be having value laden conversations.
26:24
So whatever business it is that you're involved in, you need to
26:26
know your unique value proposition.
26:28
What am I selling? Why are people buying from me?
26:33
If you sell tires, people are not buying tires from you.
26:36
People are buying less downtime from you.
26:38
People are buying improved safety and people are buying
26:42
lower operational costs. By the way, I ask innocent
26:46
because I need to be sure that I'm not making stuff up.
26:48
Innocent said I'm correct. OK, so cool.
26:50
So now I can say no one confidently.
26:53
So now the challenge of sale now, now that you know your
26:55
unique value proposition and you have some insight and you bust
26:58
into the organization, that's the first thing problem
27:00
statement. So morning, Sir.
27:05
People in your situation, typically when they look at
27:08
tyres, what they're trying to do is they're trying to lower
27:10
operational costs, you know, is that correct?
27:13
See, that's why it's the challenge and say, oh, you're
27:15
coming in bold, you're coming in hot, you're coming in very, very
27:17
direct. And This is why you have to be
27:22
experienced because if you come in with big chest and you mess
27:25
this thing up, you end up looking at your fool.
27:27
So, you know, the idea is good, but make sure you have some
27:30
experience first on business argument before you try all
27:33
this. Very sorry.
27:36
Don't. Sorry about the noise in the
27:37
background back. There's one idiot here who's
27:40
driving a Benz. I think it's like an SLK
27:42
something but it's purple and it's an AMG and you know, Abuja
27:46
boys like to be now. So the guy was just raving the
27:48
engine. He's trying to show to all of us
27:50
that he has money and he's driving a race car.
27:52
The guy's a Buster. Too much money in this town.
27:55
Where was I? Yeah.
27:59
So you come in with a problem statement and then you ask the
28:01
guy, am I correct? If the guy answers yes, then you
28:04
now start going in with your insights.
28:07
You can now tell them, OK, look, with the research we have or
28:09
with the experience that me and Popsy have over the last 20
28:13
years that we have been running this business, our past
28:17
customers have shown us that XYZ kind of tires, even though this
28:21
one is more expensive, it actually increases your
28:25
replacement cycle on your vehicles by one year or by two
28:28
years. So yes, Sir, this particular
28:30
model, it costs 20% more. But The thing is when you fix it
28:34
on your vehicles, you'll find that you can use this tire for
28:36
four years instead of using it for two years.
28:38
And then you're not worrying about replacing it.
28:41
Then when you're coming in hot with insight, you have the
28:44
insight because you and Pop C have been doing this business or
28:48
you have done the research or your customers have been telling
28:51
you so you can see confident with your full chest.
28:54
There's no need for you to be asking too much question up and
28:56
down because you know you already have the experience.
28:59
So you know where you're going. You're going to land this plane.
29:02
But please, those of you who are fresh in business, that's the
29:05
reason why I don't talk about Challenger Sale.
29:06
I beg, especially boys, especially boys.
29:09
I'm begging you, just relax. Eventually we'll get to this
29:12
stage. But the thing with the
29:14
Challengers Sale is it requires you to have plenty of experience
29:17
first. So now if innocent Popsy wants
29:20
to come in and do Challenger Sale is a different thing.
29:22
Somebody has been selling tires 25 years, 30 years, you know, he
29:27
can call straight to the chase and not be asking questions up
29:29
and down because he already knows what'sapp.
29:31
He has already dealt with 10/20/30 forty 5100 companies
29:37
like your own. So he can come in and call
29:39
straight to the chase. When you're new, humble yourself
29:41
1st and be asking questions. See, that's the reason why I'm
29:45
saying that innocence approach of writing proposal and dropping
29:47
proposal. That's the reason why I'm saying
29:48
it's not it's not as if he's wrong go it depends.
29:54
So you tell him based on experience with our last
29:57
previous set of customers, you know this and this and this
29:59
actually are the best options. You know, before you today, if
30:02
you go like this, it will help you to, you know, you reduce
30:06
your replacement cycle. Or if you go like this, instead
30:10
of having 50 trucks have accidents over the last year,
30:13
you know you'll be able to reduce the number of accidents
30:15
that you guys have, you know that kind of thing.
30:17
But it's because you have the experience and because of that
30:19
and because you have the insights, then this is the key,
30:27
you know, ask them, would you like to see how we innocent and
30:32
sons can help you save ABC amount in the future as well or
30:39
reduce your number of incidents, you know, accidents by 70%.
30:44
You know as well, that's the kicker.
30:48
If they say yes, OK, no problem, then you can whip out your
30:52
presentation, whip out your proposal without, you know, your
30:54
whatever, whatever. So that's how it works.
30:57
Although I would still prefer that at that stage, if they say
30:59
yes, you still not ask them more small questions about their
31:02
business so that you know the facts and the figures and the
31:06
timelines and everything. You will get it from their own
31:09
business and you will build your proposal around that.
31:14
So let me repeat again. Should you start doing this
31:18
approach now? The answer is only if you have
31:23
plenty of experience or plenty of research or plenty of data.
31:27
If you don't, please go in, be humble, and then ask questions.
31:31
Always remember, make sure we're talking to the right person
31:35
because some people will say I got some connects.
31:37
I have connects, I have connects.
31:38
Oh, who are you connected to? OK, you're connected to
31:41
chairman's daughter. You know, that is good.
31:43
But chairman's daughter has no actual say in the business.
31:46
So that connects. What does it mean?
31:51
So go in, make sure you're talking to the right person.
31:53
If you undertake this approach, make sure you have the
31:55
experience, the research, the data to back it up if you don't
32:00
have the experience or the confidence.
32:03
Because if Popsy has been selling tasks for 30 years, he
32:06
can pull this off. If you're just brand new, let's
32:09
say you never shadowed him before, it's only now you're
32:10
shadowing him. This is your first time.
32:12
Then go in and take the slow approach, ask questions, then
32:16
build proposals based on that. Now here are a few things that
32:20
you need to know. Innocent.
32:22
And I'm talking to anybody else who is selling something like
32:25
tires. Last week I was talking to Abdul
32:28
who is from show trucks and he sells truck heads, tractor
32:31
heads. This is one thing you need to
32:33
note. Anytime people like you in
32:35
particular are talking to a potential customer, this person
32:39
already has a supplier. Just know it.
32:41
It is a given. It is rare that there's a
32:44
company that does logistics and they have 10/20/50 trucks or
32:50
cars. It is rare that you are the
32:52
first tire person. They have always spoke there,
32:55
they're talking to. So if you're going there, just
32:57
know, no, I'm telling you this for free.
33:01
Just know they already have a supplier.
33:03
Bear that in mind. So the game that you're trying
33:06
to do actually is you're not trying to make a sale, not just
33:09
trying to make a sale, you're actually trying to unseat an
33:11
incumbent. There's somebody that they are
33:14
already working with. So your game is twofold.
33:17
You're not only trying to sell yourself, you're trying to
33:19
unseat somebody who is already there.
33:21
In other words, I'm trying to say innocent.
33:23
Just know that your job is harder than most people.
33:26
For somebody who is selling Ankara, you know, it's not say
33:30
people have an entire plug that they are loyal to.
33:33
So your own is you're going there and you're just trying to
33:35
sell yourself. Now that job is a lot easier.
33:39
But if you're going in and somebody has already made
33:41
himself comfortable within that family, within that account,
33:45
within that business, just know you are trying to unseat
33:48
somebody. Like for the clients who
33:51
currently work with me right now, let's say you also sell
33:55
sales consulting services and you're trying to sell to them.
33:58
You're not just trying to sell yourself, you're also trying to
34:00
unseat me. But anyway, we'll talk about
34:04
that in another podcast episode, but I just need you to know
34:07
those of you are in all these high value things.
34:10
It just occurred to me because I didn't mention it to Abdul, just
34:13
know you are trying to unseat somebody.
34:15
It's two things, sell yourself, unseat somebody.
34:18
Well, you know, it's the nature of the game.
34:20
It's just what it is. And by the way, when you enter,
34:23
rest assured people will be trying to sell into the company.
34:26
They will also trying to be on seat you.
34:29
It just is what it is. Then have the right
34:34
expectations. I think I mentioned it, but let
34:35
me just stress it one more time. Innocent.
34:39
If you submit 10 proposals, only close one deal.
34:42
Do not be upset, do not be discouraged because nothing
34:46
works 100% of the time. Since you're new to this, all
34:51
these first sort of proposal you're writing, let's say you're
34:52
writing 20 as you submit them, just know that what you're doing
34:57
is you're just trying to establish a baseline.
35:00
That's all. You're just trying to establish
35:02
a baseline. Do you understand their business
35:05
situations? Are my proposals any good?
35:08
Are they convincing? Do I have people skills are not
35:11
to talk to? You're just trying to establish
35:13
a baseline. Once you establish the baseline,
35:16
OK, then the job now becomes how do we get better at conversions?
35:22
Conversion just means how do we, how do we improve the results
35:25
that we sent 20 proposals and we close one deal.
35:28
That's what happened last time. No problem.
35:32
This month, let's say we can send 20 proposals and close two
35:34
deals over time. How can I go from 2:00 to 3:00,
35:39
from 3 to 5, from 5 to 7, from 7 to 10, from 11:50?
35:45
Oh, by the way, there's nobody who does 100%.
35:48
I'm just letting you know now because some of you have
35:52
unhealthy expectations. You know, you're coming out of
35:56
university. You're used to scoring 100% all
35:58
the time on your tests. This is real life.
36:02
In real life, there's no 100% pass mark.
36:06
None. So yeah, that's it.
36:10
So don't be discouraged if you submit 20 and you only close
36:12
one. It's OK.
36:14
At least now you know your baseline that if I submit 20, I
36:17
can close one. The goal will now be OK, how do
36:20
I submit 20 and I close two or close three.
36:24
We can do that by targeting the right people, which is why I'm
36:27
saying innocent. When you enter the organization,
36:30
the first thing is you try and figure out am I talking to the
36:34
right person? So make sure you're talking to
36:37
the right people, targeting the right people, targeting the
36:39
right companies, then make sure that you are having the right
36:43
conversations with them and getting people to take the next
36:47
step. If this is your first time
36:50
listening to the podcast, then after this, listen to the next
36:54
no to the older episode, the episode before this, I made it
36:57
about securing advancements and moving conversations forward,
37:01
you know, one step at a time. So listen to that, you know, to
37:04
get more detail about that dynamic.
37:07
So that's it, innocent and innocent.
37:11
I'm assuming that you're going to be listening to this episode.
37:13
Remember I told you, send me a reminder on Monday.
37:15
So I'll have a look at your proposal, the actual proposal
37:19
that you want to set, and then we'll take the conversation from
37:21
there. Oh, and by the way, in case you
37:23
haven't figured it out, innocent, yes, when I'm done
37:25
looking at your proposal, I'm going to talk about it over here
37:27
on on the podcast. So if you want to reach out to
37:32
me, any other person, but you don't have people knowing your
37:35
business, then you better let me know at the beginning.
37:38
Because if you don't tell me, don't talk about my business,
37:40
you know, I will be talking about you.
37:42
The best thing I'll do is I won't mention your surname.
37:44
I will mention the name of your company and I will mention your
37:47
location so that, you know, if there's any effort, people won't
37:50
know that it's you in particular.
37:53
Yeah. So that's it.
37:54
So thank you very much for listening and if you'd love to
37:58
connect, you can call, send me a text message or a WhatsApp
38:01
message on 08064662140. So thanks for your time and
38:09
attention. Or remember to subscribe to
38:10
Spotify, YouTube, Apple, because we have over 1200 resources at
38:15
the bottom of this feed that you're looking at right now.
38:17
So listen, apply, let me know what works.
38:19
Let me know where you're having any troubles.
38:21
And who knows, I could be talking about your own business
38:25
next. So that's it.
38:26
Everyone have a wonderful What's the days off?
38:31
What is today? Because I partied yesterday.
38:33
So. OK, Saturday.
38:35
Yeah. So enjoy you guys.
38:36
Have a wonderful weekend.