Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / Why Your Customers Pay Competitors More for the Exact Same Product

Transcript

Why Your Customers Pay Competitors More for the Exact Same Product · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

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  Lots of Nigerian business people and lots of Nigerian sales
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  people, sales professionals don't realize that they have a
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  superpower and your superpower stems from the fact that you are
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  the professional. Too many Nigerian business
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  people put themselves in a subservient relationship.
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  You believe that just because the other person is paying the
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  bills, you know the other person.
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  I am be Olga Bahashi. That's not the case.
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  You are the one that is Olga because you're the one that has
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  subject matter expertise and because you're the one that has
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  subject matter expertise because you're the dawn of this
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  situation. There's a way they are supposed
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  to carry on the conversation and you're currently not doing that.
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  And it's costing you money, it's costing you clients.
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  So those are some of the things that we're going to be talking
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  about today. But before we get into the meat
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  of the conversation, if you'd like to connect with me, you can
• 0:52
  call me send me a text message or a WhatsApp message on 08/06.
• 0:56
  466. 2140 also if you're interested I'm putting up 15
• 1:03
  minute sales audits, business reviews, WhatsApp me on 080.
• 1:07
  64662. 140 to take advantage of that also, you can join my
• 1:13
  WhatsApp channel, just send me a WhatsApp message on the very
• 1:17
  same number and then we'll hook you up.
• 1:19
  So back to the topic for today, we're talking about your
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  superpower, which stems from the fact that you are a professional
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  salesperson. You're the one that has subject
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  matter expertise. So regardless of who has money
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  in the situation, because yes, especially in the beginning,
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  lots of times your customers will have more money than you,
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  doesn't change the fact that you are the one who has subject
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  matter expertise. You are the one who knows what's
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  up. You are the one who has the
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  technical knowledge. You're the one who has the
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  professional experience. So because of that, there's a
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  certain way that you should be carrying on these conversations.
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  You should not always be in a subservient relationship.
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  And the truth of the matter is if you position yourself well,
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  the customer knows and understands, the potential
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  client knows and understands that you are the professional
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  and they will be expecting you to take the lead.
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  So you should be taking the lead in conversations that you have
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  with potential customers. Now, the reason why I'm talking
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  about this is because for those of you who've been listening for
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  a while, you remember last week when I was sitting on client
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  interviews for one of my clients.
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  So it's not really a service that Ioffer.
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  But The thing is, if I'm really consulting for you anyway and
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  you want to hire staff, I figure it's not a problem.
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  Let me sit down on the interview and then give my own
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  professional opinion about who is going to make a good sales
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  hire or not. Now you remember that one of the
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  ladies was responsible for selling digital accessories and
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  we did a role play on JBL speakers.
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  Now I keep mentioning JBL speakers not because I'm
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  endorsing those people or not because their product is good.
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  To be frank, you know, I have no idea.
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  I'm not an audiophile, so I just use whatever it is that I can
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  afford and whatever looks OK. But I was talking to another
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  person who fun enough also sells digital accessories and stuff,
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  and the guy was talking about how he was trying to sell some
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  JBL speakers and he gave the person a certain price.
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  But then the guy convex because he found out later on that the
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  potential customer went to go and buy from somebody else.
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  And the person bought at I think 50K above what he was offering.
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  So let me repeat, you're selling speakers, JBL speakers, you're
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  selling digital computer accessories.
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  Somebody reaches out and says, oh boy, you get JPO.
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  You say sure, I get JPO. You say how much you see, you
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  know, it's you know, Audrey AT20K.
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  Then you find out later on that the person leaves you and then
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  goes to go and buy from somebody at 170.
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  And then the thing happened a couple of other times and I
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  think the next time the price gap was like maybe like 90K and
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  then another time the price gap was like 120 grand.
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  So let me repeat, the guy is selling digital accessories.
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  Three different people came to come and meet him.
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  One person did not buy from him and bought from another place
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  and paid 50K extra. Another person went to go and
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  buy did not buy from him, bought from another place and bought at
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  90K extra. Another person didn't buy from
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  him. I went to go and buy the exact
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  same thing he was giving. He was selling and bought it at
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  120 something K extra. So meanwhile the guide effects
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  the reason why the guy was upset was the guy is thinking oh it's
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  because these people know know me.
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  That's the reason why they look me one kind.
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  So they went to go and buy from another place.
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  Now when these sorts of things happen to you, the problem is
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  not because all of them are friends.
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  So because of that, you know, did the user see finish to
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  rubbish you? How I explain see Finish.
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  Now for those of you who are not Nigerian listeners, because, you
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  know, I'm not aware that, you know, other people listen.
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  So see Finish is taking you for granted.
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  When you get comfortable with someone and then you start
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  taking them for granted, you know, so you know, like marriage
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  for instance. So like my wife, she complaints
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  that in the beginning, you know, I used to rate her, but you
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  know, now we don't marry. So because of that, see Finish,
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  I know they take her for granted.
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  So that kind of thing. So some people think that they
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  experience that in business, that your friends reach out,
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  people within your social circle reach out, they want to do
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  business with you, but because they know you, they're taking it
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  for granted. And then because of that,
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  they're not paying you top naira, they're not paying you
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  full price. So I'm here to let you know that
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  the problem is not the fact that they know you and the problem is
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  not any C finish. It's not only taking for
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  granted. The thing is, you have lost
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  sight of the fact that you have a superpower.
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  And the superpower is that you are the one, the subject matter
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  expertise and you are the one with the professional.
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  So therefore, you are the one who is expected to guide the
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  conversation. So lots of you are losing out on
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  sales because you're not taking control of the conversation and
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  you are allowing your competition to position
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  themselves as the expert. And that is what is causing the
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  problem. So let me stick to this JBL
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  thing. Now somebody reaches out to you.
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  Oh, boy, you get JBL. Speaker It is not just a matter
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  of you in a subservient relationship.
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  I say yes, JBLD, we have JBL. So, so, so and so. 50 KJBL So,
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  so, so 90 KJBL so, so, SO200K No.
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  Realize that you have subject matter expertise.
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  You are the professional, so you have to take the initiative.
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  You're the one who has to direct the conversation.
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  In fact, they are expecting you to direct the conversation.
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  So be confident in the fact that you have subject matter
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  expertise. When it comes to speakers, you
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  are the one who knows what's up. You are the one who knows a good
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  speaker. You are the one who knows a bad
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  speaker. You're the one who knows a cheap
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  speaker that if you buy it now, the thing will crash in one in
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  in, in in one year. You're the one who knows the
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  correct speaker that if you buy it, even though The thing is
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  reasonably priced, the thing will last for a very long time
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  and the thing will give people good, good, good, good, good
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  audio quality. You're the professional.
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  So stand strong and stand confident in that knowledge.
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  So when somebody say you get JBO, you're supposed to ask a
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  couple of questions. So diagnose first I'm trying to
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  figure out exactly what it is that is going on JBL speaker.
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  So sure, no problem. I will get JBL different ranges
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  from this and this dot dot dot. But by the way, now who they use
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  the speakers of Now you I'll be 1 buyer for person.
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  Ask anyone is using it or you want to buy for somebody else.
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  I didn't hear what the person has to say.
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  If the person says they're buying it from themselves code
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  you now start asking more questions like, OK, what exactly
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  are you going to use this thing for?
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  Is it just to, you know, be in the house, you know, just be
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  blasting music? I'll be when you're hanging out
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  with friends, you know, on the flex, you know, you go beach or
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  something like that. So you want you to play good
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  music or something like that. I'll be is it that you know,
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  your Bluetooth in the car don't spoil.
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  And so, you know, you just want to use them.
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  They play podcast inside the car as you're driving Porsche.
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  Ask the person what are you using the speaker for or buying
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  it on behalf of somebody else. Oh, OK, is your baby you're
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  buying it for? OK, what kind of baby she sell?
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  What kind of music does she like?
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  You know, what's our kind of lifestyle?
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  You know, this is this, you know, ask different kinds of
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  things, different, different questions.
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  The reason why we take control as a subject matter expert and
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  we start asking questions is because we're trying to diagnose
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  what is going on. When you diagnose and you
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  understand what's going on, it is then you will make a
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  recommendation. That is where your real strength
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  lies. You are the professional, you
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  are the subject matter expert. Take control of this
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  conversation, figure out what is going on and then make some
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  recommendations. That is your superpower.
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  You are in a position where you are expected to make some
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  recommendations. If you just stay there as a boy
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  boy and they say how much and he does, you know is 60 K, and then
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  you keep quiet, what do you expect?
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  They'll go and talk to somebody else who sounds like an expert,
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  who looks like an expert, who talks like an expert, and they
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  will treat that person accordingly.
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  That's the reason why they'll go and pay that person 50K extra
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  even though the product not the same 90K extra 120 something K
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  extra, even though the product not the same same supplier, same
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  product, same specification. That's why they'll pay them
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  more. It's not see finished.
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  It's not taking you for granted. You're behaving like a boy boy.
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  That's the problem. You say you guess also so yes.
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  How much? That's 60K.
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  And then you just keep quiet, take control of the situation,
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  ask them questions. Oh, you're interested in the
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  JBL, right? No problem.
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  This is the range. But by the way, who's using it?
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  Is it you? Is it somebody else?
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  And they even dig deeper, by the way, why JBL?
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  And they hear what the person has to say.
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  Why JBL? If they're coming on JBL because
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  of specification concern or maybe because of money concern,
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  it will broaden the range of recommendations that you're
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  going to make. So let's say it's a map of
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  specifications. You can also have in the
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  conversation that Oh yeah, JBL has so and so specs is good bars
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  is good disk, The battery power is, you know, 20,020 thousand
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  EMH will last you 12 hours also. But also when it comes to spec,
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  we also have this, we also have this, we also have this.
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  So it doesn't necessarily have to be a JBL brand, but you know,
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  talk to me, what exactly are you looking for was, you know,
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  what's the problem? Recommendations.
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  That is where your superpower lines and that is how you
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  distinguish yourself as a professional.
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  So you run a diagnosis, figure out what's going on.
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  What does this person like? What problem are they running
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  away from? Some people are looking for JBL
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  speaker or any kind of speaker because the speaker that they
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  have currently, when they're particularly give you 4 hours
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  Speaker don't die. So they're looking for something
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  that will last, you know, 12 hours, 20 hours, 36 hours,
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  whatever. But you won't know until you
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  ask. If you just put yourself in a
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  situation where somebody say, Oh, boy, how far you get JBL
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  Speaker that you now give them a quote, you're putting yourself
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  in a boy boy situation. Of course, do listen and then
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  they'll move on. The person who now sounds like
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  they know what's up about JBL speaker That's the person I do
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  go and buy from. If not, the person is, is more
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  expensive than you are. Now, when you're making
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  recommendations, please make two or three recommendations.
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  That gives you space to jump all over the place.
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  So if it's a matter of price, you know, give two or three
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  recommendations. You know, the one we cost 90K
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  put put it there. The one we cost 150, put it
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  there. The one we cost 250, put it
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  there. Give yourself a range so you can
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  jump up and down. If it is a matter of technical
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  specifications, no problem. Put JBL within the range, then
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  put Bose speakers within the range.
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  And then, I don't know, maybe put Sony speakers within the
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  range or something. Give yourself some room to play
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  with. Now when you make these
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  recommendations, ultimately you have to get to the point where
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  you know, as the person. OK, look, we've been talking for
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  a bit. We've explored so and so
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  options. And I'm assuming that the reason
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  why you're keen on JBL or you're keen on Sony or you're keen on
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  on share or you're keen on Bose speakers is because of this is
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  this and that. And I've given you 3
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  alternatives and whichever 1 you pick, you know that won't work
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  really. They won't work absolutely well.
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  So of these options that are put in front of you, option A,
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  option B, option C, which are you more interested in?
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  What is it looking like? Which one kind of tickles your
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  fancy? Where is your heart leaning
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  towards? Or you can even be more direct
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  to the bro of these three options that are put here.
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  You'll be like say, now this optional C.
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  Now you like pass, you ask when you ask which are you interested
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  in? What's your preferred option?
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  You believe saying that this one you like, it's from there that
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  you can move into the close. So bro, because you had to set
• 12:56
  on this one. Now my package that's a that's
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  an assumptive close. OK, looks as if this one you
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  like. Should I carry it and put inside
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  the box? That's an assumptive close my
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  package and that's easy. That's how you do it.
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  And then after that you start exploring payment options.
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  So Bros mare packager, that's one.
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  OK, good. ABC, OK, Oh, it looks like it's
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  option B Alright, no problem. Will you be paying for this in
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  cash outright or you want to make a this is going to be cash
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  or transfer or should I bring the POS or is this going to be
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  an outright payment? Why are you looking for?
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  Are you interested in flexible payment options or whatever?
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  Basha? You take control of the
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  conversation. You try and diagnose, figure out
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  the problem or figure out the vision.
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  From there, make a recommendation.
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  That is your superpower. They are looking at you as the
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  professional. That's why they reached out to
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  you. They expect you to take charge.
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  Take charge. Make a recommendation.
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  Two or three items. From there, narrow it down based
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  on what's on the table. Which one are you feeling?
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  Is it this one or is it this one?
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  OK, no problem. If it's this one, is there any
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  other thing? Is there anything stopping us
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  from going ahead? OK, I know I have no problem.
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  So Bros, cash or transfer. Here's the POS.
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  It's that simple. But stop assuming that people
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  are looking at you down, you understand?
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  Stop assuming that people know they reach you.
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  If they didn't reach you, they wouldn't have called you in the
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  1st place. They actually do reach you.
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  They have been seeing your WhatsApp posts.
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  They actually think that you are the guy because that is all you
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  post about on WhatsApp or LinkedIn or TikTok or whatever.
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  So they know that when they need XYZ they reach out to you.
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  They think you're the guy. You are the one who messed
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  things up by putting yourself in a boy oh boy situation as if
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  you're an order taker. That's why somebody will reach
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  out to you and say due to office cleaning.
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  You say yes, then you say how much.
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  You say oh it's a 2500 pesco inch.
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  You have put yourself automatically in a boy boy
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  situation. Take charge, take control of the
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  situation. Well, yeah, sure.
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  We do office cleanings, but I can't just give you a price.
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  I have to ask a couple of questions.
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  Figure out exactly what it is that is going on.
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  Is this going to be, is this an office or a factory or this or
• 15:33
  that? Oh, OK.
• 15:34
  What's the square meterage? What do you actually do there?
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  What do you do here? What do you do there?
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  What cleaning specifications have this thing have to be have
• 15:42
  to be done, as in ask questions from there.
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  Your superpower, your other professional Make a
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  recommendation based on what we've discussed now there are
• 15:53
  three levels of cleaning that we can do.
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  We can do a deep cleaning at this standard.
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  We can do industrial cleaning at this standard.
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  We can do steam cleaning at this standard.
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  Each of these cleaning options will be able to clean this
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  office, clean this kitchen, clean this whatever to you know,
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  a, you know, a whatever, whatever standard.
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  So based on all these things that we're talking about so far,
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  which are the ones catches your fancy?
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  In fact, Madam, based on what we're saying, is that safe this
• 16:20
  steam cleaning is one that you prefer be OK, All right, no
• 16:24
  problem. Steam cleaning.
• 16:25
  So option B is going to be this that that this is going to be a
• 16:32
  cash or a transfer. Or if you think that's too hard
• 16:36
  for you, you can do a trial close off saying, OK, Madam,
• 16:38
  you're interested in the spring in the steam cleaning, right?
• 16:42
  OK, so how soon would you like us to get started?
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  Or when is the last date that you want this thing cleaned by?
• 16:51
  Then Madam will say, oh, the thing has to be cleaned by March
• 16:56
  25th. And then you now walk back with
• 16:58
  OK Madam, for this thing to be done by March 25th, my crew
• 17:02
  actually needs to start work the week before.
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  So we actually have to be there by March 14th and for me to
• 17:10
  mobilize the crew by March 14th, I would need to buy the
• 17:16
  chemicals the week before. So I need to enter market latest
• 17:20
  March 7th. Now for me to enter market March
• 17:24
  7th, I will need the transfer the whatever you know, to
• 17:29
  reflect, you know, latest March 5th so that me and my people, we
• 17:32
  can go and start buying regions. Oh, and by the way, Madam, this
• 17:37
  is February 26th. So in other words, if we are to
• 17:42
  meet the 20, if I were to meet the March 25th cleaning date, I
• 17:49
  will need a deposit in the amount of social and so within
• 17:53
  the next three days. Is that going to be a problem,
• 17:55
  Adam? So let us stop being afraid.
• 17:59
  You are the one that has subject matter expertise.
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  I repeat, you have subject matter expertise.
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  Let me say one more time, in case you're not getting it, you
• 18:08
  have subject matter expertise. That is the reason why they
• 18:11
  reached out. That is the reason why when they
• 18:13
  were thinking industrial cleaning, they reached out to
• 18:16
  you. You already have the reputation
• 18:18
  that if it comes to industrial cleaning, office cleaning, this
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  cleaning, that cleaning, laboratory cleaning, you are the
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  person. That is why they reached out to
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  you. If you don't realize that you're
• 18:28
  the professional, you have subject matter expertise.
• 18:30
  You're the one who's supposed to take control of the the
• 18:32
  conversation. You're the one who's supposed to
• 18:34
  maintain the drive and the maintain the initiative.
• 18:37
  Rather you assume a subservient positioning.
• 18:40
  You now be doing boy boy and they ask you how much you now
• 18:43
  just give them price and they keep quiet.
• 18:45
  You are the one that is shooting yourself in the leg.
• 18:48
  Nobody's looking you down because of see finish or taking
• 18:51
  for granted. You are the 1 putting yourself
• 18:53
  in that position. So my friends listening, I beg
• 18:58
  it's a superpower. You're a professional.
• 19:01
  Take control of conversation. Don't lose sight of that fact.
• 19:05
  Now applying these principles it can be very tricky.
• 19:08
  So if you need me to look at your particular circumstances
• 19:12
  then call me. Send me a text message or
• 19:14
  WhatsApp message on 080. 6466. 2140, if you would like a 15
• 19:23
  minute business audit or sales audit, that's not a problem.
• 19:26
  Just WhatsApp me on 080. 6466. 2140, if you'd like to join my
• 19:32
  WhatsApp channel, of course, you send me WhatsApp message on that
• 19:37
  very same number. So that's it.
• 19:40
  And that is all for today. If you've gotten value from the
• 19:43
  podcast, remember to like, share, subscribe on Spotify,
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  YouTube, Apple, wherever it is that you listen to your podcast
• 19:53
  and then, excuse me, also share the show with other people who
• 19:57
  are going to get value as well. But if you're having fun and you
• 20:01
  just want to connect with me, then call me, send me a text
• 20:04
  message or WhatsApp message. 080. 6466. 2140, I'm looking
• 20:11
  forward to talking to you, so I got you at the next episode.