Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / Beyond the Buzzwords: How to Introduce Yourself So They Get It (and Want More!)

Transcript

Beyond the Buzzwords: How to Introduce Yourself So They Get It (and Want More!) · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

• 0:01
  Hello and welcome to the show. I'm taking today's recording at
• 0:04
  my desk and the kids are home because today is Children's Day,
• 0:07
  so expect to hear some interruptions in the background.
• 0:10
  Now, this is your first time of listening to the podcasts.
• 0:12
  This is not a show about my family life.
• 0:15
  We're here to talk about free business education.
• 0:17
  We're talking about sales, marketing and all kinds of
• 0:20
  things business development related.
• 0:23
  So this is your first time listening to the show.
• 0:25
  When we're done, please share, promote and talk about the show
• 0:28
  so that your friends and family members in Nigeria and abroad
• 0:31
  can benefit from the questions that we tackle.
• 0:34
  They can do that by subscribing on Spotify, YouTube, Apple or
• 0:38
  any player of their choice. And if you, dear listener, have
• 0:41
  any sales and marketing questions in particular, then
• 0:44
  bring them to me. You can call, you can SMS, you
• 0:47
  can WhatsApp me on 08064662140. Now today on the show, we're
• 0:56
  going to explore some thoughts about how we talk about
• 0:59
  ourselves or how we introduce ourselves in a business context
• 1:02
  or how we describe our UVP. I remember on the show whenever
• 1:06
  you hear UVP, that just means unique value proposition.
• 1:11
  So when people outside talk about unique value proposition,
• 1:14
  what they mean is they are trying to say why should people
• 1:19
  do business with you? Essentially, that is what your
• 1:21
  unique value proposition is, what makes you different, what
• 1:25
  makes you different from the next person.
• 1:27
  So if you're a fashion designer, your unique value proposition is
• 1:30
  the thing that sets you apart from the fashion designer who is
• 1:33
  in the next estate or who is in the next market stall or who is
• 1:37
  on the next Instagram handle. So essentially, that's what your
• 1:40
  UVP is. The way I like to look at it is
• 1:42
  your UVP just answers the question, why should someone do
• 1:46
  business with you? Because there's a few 100 dozen
• 1:51
  or maybe 1000 people out there who do exactly the same thing
• 1:54
  you do. Why should anybody do business
• 1:56
  with you? That is your unique value
• 1:59
  proposition. So the only difference is when
• 2:03
  people outside talk about UVP, When I say outside, I mean
• 2:05
  people who are not members, people who don't listen to this
• 2:08
  show. What they think is you should
• 2:11
  sit down and come up with a good reason for why people should do
• 2:13
  business with you. But if you're listening to this
• 2:15
  podcast right now, I always look at things from a sales and
• 2:18
  business development perspective and from a sales background.
• 2:22
  It usually is what the customers are telling us that we take to
• 2:27
  inform our UVP. Because if you have 10
• 2:31
  customers, 8 of them are telling you the same thing, then whether
• 2:33
  you like it or not, that actually is your UVP.
• 2:37
  So you can now take that and make it a part of your sales and
• 2:40
  your market messaging. So the reason why I want us to
• 2:44
  look at this today is because I received a WhatsApp message a
• 2:47
  few weeks ago. So let me just go ahead and read
• 2:50
  the message. And yes, I'm sorry, this is also
• 2:52
  another WhatsApp message. But don't worry, there are
• 2:54
  things that we can learn from it.
• 2:56
  And I'll give you guys a break for the next week before I come
• 2:59
  up with another WhatsApp episode.
• 3:01
  So this is the message that received and I'm going to read
• 3:04
  it. So the message goes like this.
• 3:06
  Good evening, Sir. I just listened to some of your
• 3:08
  podcasts on Spotify and I must confess how amazing your tips
• 3:12
  and case studies are. Thank you for taking our time to
• 3:16
  put such invaluable information out there.
• 3:19
  I am XYZ, I'm an emotional response copywriter and an
• 3:23
  e-mail marketer slash copywriter.
• 3:27
  Kindly save my number as I hope to learn from you moving
• 3:30
  forward. Thank you XYZ scientist name.
• 3:34
  So of course, I responded to the message telling the guy, thank
• 3:37
  you very much for reaching out because it's always a pleasure
• 3:40
  to hear from those of you who are podcast listeners.
• 3:43
  And I don't just say that anyhow, anyhow, because actually
• 3:48
  it is a joy and it's a good thing to hear from you guys
• 3:52
  because think about it, you must be putting out content in your
• 3:56
  business. And think about it, how many
• 3:57
  people actually reach out to you to say, oh, thank you very much
• 4:00
  for this thing that you put out. So it is a rare privilege and I
• 4:04
  don't take it likely that you who listen to the podcast, you
• 4:09
  guys do reach out to me to say thank you very much, thank you,
• 4:11
  you're doing a good job or thank you very much.
• 4:14
  But this episode, you said I don't agree or this one I don't
• 4:17
  understand. So actually, I do value it when
• 4:20
  you guys do reach out. So I sent my usual response and
• 4:24
  then I asked the fellow a question about what an emotional
• 4:27
  copywriter means because to be honest, how could I put one or
• 4:33
  two together? I'll figure it out.
• 4:35
  But The thing is, if this guy is telling me that he's an
• 4:37
  emotional copywriter, chances are that when he's reaching out
• 4:43
  to other people, he is telling them that he's an emotional
• 4:45
  copywriter. And the challenge that I have
• 4:50
  for him and for those of you who are using terms like this when
• 4:55
  you're reaching out to customers is do your customers, do other
• 4:59
  people, do other stakeholders know what you mean when you're
• 5:03
  using these terms? So that's the response that I
• 5:08
  send. And then this is how he
• 5:10
  responded to my message. And I read an emotional
• 5:15
  response. Copywriter is one who writes to
• 5:18
  spark up people's interests and willingness to act.
• 5:21
  Almost immediately, he targets their emotions and leads them
• 5:26
  into the buying decision. It sounds a bit manipulative,
• 5:29
  but as far as I don't sell destructive products to them,
• 5:32
  they are safe. And yeah, it's nothing far from
• 5:36
  direct response marketing. So that was his response.
• 5:41
  So now looking at this message or looking at the interaction
• 5:45
  between me and this guy, there are a few things that we can we
• 5:52
  can talk about, we can vibe about over here about how we
• 5:57
  about the market messaging that we use and how we present
• 6:00
  ourselves to strangers or how we introduce ourselves to strangers
• 6:05
  before we get a chance to get into a business conversation and
• 6:08
  before we get a chance to close the deal.
• 6:10
  So we're going to be running through a few points that also
• 6:15
  one moment. OK, I'm sorry about that.
• 6:21
  The vibration came in because I forgot to mute my phone while
• 6:24
  recording because, you know, I make my podcast entirely from my
• 6:29
  phone. So this is your first time
• 6:30
  listening. Sorry about that.
• 6:32
  Well, I did say there will be some interruptions.
• 6:33
  So that's your first interruption of the day.
• 6:36
  So yeah, let's look at some main talking points that come out
• 6:40
  from the exchange between me and the fellow who are sending me a
• 6:43
  message. So number one or first thing,
• 6:47
  you notice that the guest started off with the compliment.
• 6:49
  And I'll say here, complimenting is a good way to get attention,
• 6:53
  especially today. The reason why is because today
• 6:57
  everybody's doing plenty of cut and paste, copy and paste
• 7:01
  because people are trying to automate.
• 7:04
  But the side effect of complimenting someone is when
• 7:06
  you do it immediately shows the sender, sorry, the recipient,
• 7:11
  the person who is receiving the message.
• 7:13
  It shows that you who are sending the message.
• 7:16
  You have done some work, you have done some research and then
• 7:20
  this outreach is tailor made to you or is relevant to you who is
• 7:25
  receiving the message. And these are the things that
• 7:28
  increase the chance of it being read.
• 7:32
  So let me repeat, I'm not saying that all of you should go out
• 7:34
  and start flattering or complimenting everybody you're
• 7:37
  sending messages to. But I'm just trying to let you
• 7:40
  understand the dynamic that the reason why I compliment
• 7:43
  compliments work nowadays is because everybody is trying to
• 7:47
  automate, is trying to copy and paste, is trying to broadcast
• 7:51
  1,000,000 messages, or is trying to use AI to send out messages.
• 7:55
  And so people are not reading messages like before.
• 8:00
  So the moment something comes and it seems to have a
• 8:03
  compliment that seems to be unique to me, I know for sure
• 8:06
  that is not something that was AI humour.
• 8:09
  You will also know that this thing is not AI.
• 8:11
  This thing is not copy and paste or even if it's copy and paste
• 8:15
  shy, the person did some small homework to at least personalize
• 8:18
  it and it might be relevant and then the person will read it or
• 8:22
  increase the chances that people might read it.
• 8:24
  So I'm not saying go out and compliment everybody, but I am
• 8:27
  saying put in the work so that people can see or get the sense
• 8:34
  that the message is tailor made for them.
• 8:37
  That is not a copy and paste. Now does that mean we should be
• 8:41
  sending unique messages to everybody?
• 8:43
  No, I'm not saying that because if you do that, that will take a
• 8:45
  lot of time, but those are things we can talk about in a
• 8:48
  future episode. But this, I'm just letting you
• 8:50
  know that this is one thing that worked because there are people
• 8:54
  who reach out to me after listening to the podcast trying
• 8:57
  to sell me something or they have their own agenda and this
• 9:00
  is pure AI outreach. They just told the bot or I
• 9:04
  write something or The thing is copy and paste or whatever.
• 9:08
  Those sorts of messages. I mean, I open and I see
• 9:12
  sometimes I read just so we can have case studies to discuss
• 9:15
  about over here on the podcast. A lot of times I just ignore
• 9:18
  them. But this one I read because the
• 9:21
  way it started was obvious. The guys listened to the show
• 9:24
  and it's tailor made to me then. Let's see.
• 9:33
  So now the main thing I was hinting at when I started
• 9:36
  today's episode is we should learn to reduce the amount of
• 9:40
  work that the reader or that the listener has to do in a business
• 9:44
  conversation. Because there's a saying in
• 9:48
  sales, traditionally we say a confused mind does not make
• 9:52
  decisions. Let me repeat, traditionally in
• 9:55
  sales, we say a confused mind does not make decisions.
• 10:00
  In other words, you're talking to someone, you want them to buy
• 10:03
  your product or their service. If they're confused, they will
• 10:06
  say, let me think about it. Let me get back to you.
• 10:09
  Let me discuss with my wife. Let me discuss with my husband.
• 10:13
  Let me talk to my parents. Let me call my pastor.
• 10:16
  Let me hear what my children want to say.
• 10:17
  Send it to my secretary. Send me a proposal, send me an
• 10:21
  e-mail. We'll be around guaranteed by
• 10:24
  10:00 PM. If you are, come and drop the
• 10:26
  proposal on my desk. I'll look at it.
• 10:28
  I will get back to you. I am busy.
• 10:30
  Now let me finish with this contract.
• 10:32
  I'll get you hear all manner of excuse because a confused mind
• 10:37
  does not make decisions. So when we are communicating
• 10:42
  with potential customers, although in this case, he's not
• 10:45
  communicating with a potential customer, he's just reaching out
• 10:47
  to tell me thank you. But The thing is, if he's
• 10:50
  reaching out to me and talking to me like this, I know that
• 10:52
  this is how he's talking to his customers.
• 10:56
  So if you're using terms that your customer does not
• 11:00
  understand, you are adding to the confusion.
• 11:06
  There are some people who say emotional copywriter.
• 11:08
  What does that mean? But trust me, the average
• 11:11
  Nigerian is not going to ask you.
• 11:13
  They will hear your sales speech and they'll say, oh, OK, let me
• 11:15
  think about it. And you won't hear anything else
• 11:17
  from them. These are some of the reasons
• 11:21
  why when you make up words, an emotional copywriter is a
• 11:26
  made-up word. When you make up words, do so
• 11:29
  sparingly. Don't use it all the time.
• 11:32
  These words sound nice, but The thing is, your customer, your
• 11:39
  audience, your potential client does not know what these words
• 11:43
  mean. In this case, emotional
• 11:46
  copywriter. I bet you the average client
• 11:51
  does not know what emotional copywriter means.
• 11:53
  Because I'm in this space, I can use 2 + 2 and figure it out.
• 11:57
  I know what the copywriter means.
• 11:59
  I know what emotional means. I can jam it together and
• 12:02
  understand what that means, even though I wasn't exactly sure.
• 12:06
  So that's the reason why I asked him.
• 12:08
  Let me not assume so. Even if so, if for someone like
• 12:13
  me I had to ask to be sure, Let me not misunderstand.
• 12:16
  I bet you some of the prospective clients when they
• 12:19
  see Emotional Copywriter in their inbox, they have no idea
• 12:24
  what it means. Then let me see.
• 12:29
  So I made a note somewhere so I don't forget the stuff.
• 12:36
  OK, yes I have. So remember I was talking about
• 12:39
  him UVP at the beginning of the show.
• 12:42
  That's a unique value proposition and that is the
• 12:44
  reason why most people do business with you.
• 12:47
  So it's always a good idea when you're reaching out to people to
• 12:50
  throw your UVP out there, which is what he did.
• 12:53
  I'm an emotional copywriter. So the reason why you throw your
• 13:00
  UVP, why you put your UVP out in your messaging is so that people
• 13:04
  will understand what you do. And they were either key in or
• 13:07
  they will leave. So let's assume that people
• 13:10
  understood what emotional copywriter means.
• 13:13
  If you put an emotional copywriter, the person who likes
• 13:16
  that kind of stuff is supposed to key in and continue to yarn
• 13:19
  with you. Or the person who hates that
• 13:21
  kind of thing is supposed to opt out and leave you alone.
• 13:25
  So that is part of the reason why we put our unique value
• 13:28
  proposition out of there. But remember, we should try and
• 13:32
  say it in simple terms that they might understand.
• 13:37
  But if you can't speak of it in simple terms, try and explain
• 13:41
  your UVP in terms of the benefits that they will get.
• 13:47
  So instead of saying I am an emotional copywriter, you can
• 13:52
  say I OK, I should have come up with some examples before
• 13:56
  recording, OK. In this case, he said that he's
• 14:01
  an emotional copywriter. OK, let me look at it this way.
• 14:08
  So let's see if we can come up with some examples of how you
• 14:10
  can clearly state your unique value proposition using this guy
• 14:14
  as a case study. So he said he's an emotional
• 14:17
  copywriter, and he explained what it means.
• 14:19
  So let's see how will I put it now?
• 14:28
  OK, so the way that he explained it, let me just paraphrase now,
• 14:32
  he explained an emotional response copywriter is someone
• 14:35
  who grabs people's attention and who makes them want to take
• 14:39
  action right away. OK, so that is something that he
• 14:42
  could have included in his message, an emotional response
• 14:45
  copywriter. Then he could have defined it in
• 14:46
  the message. I grab people's attention and
• 14:51
  make them want to take action right away.
• 14:54
  Or you could have stated his unique value proposition as
• 14:58
  this. I write to quickly get people
• 15:00
  interested and get them to act. So you can see now that if he's
• 15:04
  writing in those terms, the person that he's writing to,
• 15:07
  since he's a copywriter, his clients are going to be people
• 15:10
  who are business people who want copy.
• 15:13
  Copy just means text that you use in your marketing, in your
• 15:18
  sales, in your advertising. So people will now instead of
• 15:21
  just saying I'm an emotional response copywriter and you
• 15:23
  leave it at that. If you say I write to get people
• 15:26
  interested and to get them to act, any business owner can
• 15:30
  understand that or another will be saying something like, I'll
• 15:35
  put it OK, my goal is to capture people's attention and make them
• 15:40
  act immediately. Any business owner who sees that
• 15:45
  will understand because business owners that is the kind of
• 15:49
  result that they are looking for.
• 15:52
  So if you are a copywriter and you're reaching out to somebody
• 15:56
  who sells Madras, for instance, the person who is selling
• 16:01
  Madras, whether on Instagram or whether he puts up a billboard
• 16:04
  or whether he's running an advertisement on the radio, he
• 16:08
  wants the advert to capture people's attention.
• 16:11
  And he wants people to act immediately by coming to the
• 16:15
  store or by calling or by, you know, doing XYZ.
• 16:19
  So in this case saying my goal is to capture attention and make
• 16:22
  people act immediately. You can see that anybody would
• 16:25
  understand or you could have he could have also said I write
• 16:30
  words that makes customers interested, I make them buy your
• 16:34
  products. OK.
• 16:35
  I think that's a better way of putting out looking at it.
• 16:37
  So when he's reaching out to people and his UVP, he just says
• 16:41
  he describes his unique value proposition as I write words
• 16:45
  that make customers interested, I make them buy your products.
• 16:47
  I mean, come on, which business owner is not going to understand
• 16:50
  that everybody will understand clearly.
• 16:53
  So if he speaks in this way to a potential customer, they're much
• 16:58
  more likely to understand what it is that he does as a
• 17:02
  copywriter. Instead of saying I'm an
• 17:04
  emotional copywriter, you can say I speak to your potential
• 17:09
  customer. Sorry.
• 17:10
  I write words that make your customers interested and make
• 17:14
  them buy your products. So that way they'll understand
• 17:17
  because he is talking in terms of the results that people will
• 17:20
  get. So remember that when you're
• 17:22
  trying to describe your unique value proposition.
• 17:25
  If you talk in terms of results and you use simple language,
• 17:28
  your customers will understand. Now remember, if you're talking
• 17:31
  to technical people or people in your space, in this case,
• 17:35
  technical people will also include someone like me because
• 17:38
  you know, he's a copywriter, I'm a sales coach, business
• 17:42
  development consultant. So where in similar space, if we
• 17:45
  use technical language, we understand ourselves.
• 17:48
  If I'm talking to him and I say UVPI don't need to explain.
• 17:51
  So when you're talking to technical people, oh that's
• 17:53
  fine, use all the fancy words you want, they will understand.
• 17:57
  But if I'm talking to a potential customer, I will never
• 17:59
  tell them UVP. I will start off by saying
• 18:02
  what's the reason why people do business with you?
• 18:05
  Then by the time we chat back and forth later on, I can
• 18:07
  introduce the term and say, OK, the reason why I'm asking is
• 18:09
  because, you know, in business and in marketing, we need
• 18:12
  something called the UVP. This is what UVP means.
• 18:16
  So this has to be the hook. This has to be the main thing
• 18:18
  that we're going to be pushing out there in our marketing.
• 18:20
  So all the reason why I'm asking all these questions because I
• 18:23
  know I want to know the hook. Once we have the hook and we
• 18:26
  throw the hook out there, hopefully that's is the hook
• 18:29
  that we use. And now hook people and put them
• 18:32
  in so that they can do business with us.
• 18:35
  But I won't start off a conversation with an ordinary
• 18:39
  person who could be my client and start talking about
• 18:41
  technical terms like this. But when you're talking to
• 18:44
  people in house, so from marketer to marketer, from
• 18:47
  salesperson to salesperson, yeah, you can be using all these
• 18:49
  terms. So, OK, yes, he also said
• 18:54
  something in the message about targeting people's emotions.
• 18:57
  So I wanted to comment on that. So yes, as business people, we
• 19:01
  should be targeting people's emotions and lead them in to the
• 19:05
  buying decision. Yes, we should.
• 19:07
  But the problem is lots of people think we target people's
• 19:11
  emotions by doing flowery language, using emotional
• 19:14
  language. The way that we target people's
• 19:17
  emotions is not by using emotional language, it's by
• 19:21
  doing needs analysis or qualification and discovery.
• 19:27
  Because the process of need analysis or qualification and
• 19:31
  discovery is when we ask questions about the person,
• 19:34
  about their problem, about their vision, about where they're
• 19:37
  heading to, about where they're running from, what they're
• 19:40
  running from, what they're running to.
• 19:42
  If we ask questions, it is then that we'll now start getting the
• 19:46
  emotional cues that we can lean upon.
• 19:52
  So back in my wedding photography days, if I was
• 19:55
  talking to a bride and we're talking and then she started
• 19:59
  saying that, oh, that during her sister's wedding, the
• 20:02
  photographer did this, the photographer did that, blah,
• 20:04
  blah, blah. You can see that I'm now picking
• 20:06
  up on the emotional cues of what it is that is relevant and
• 20:10
  important to her because she noticed something that a
• 20:13
  photographer did during her sister's wedding.
• 20:16
  She either likes this kind of thing or she's afraid of this
• 20:21
  kind of thing. She wants to do this kind of
• 20:24
  thing, or she wants to avoid this other kind of thing.
• 20:27
  But it is only by asking questions about her, about her
• 20:33
  situation, about her context, that I can get the emotional
• 20:36
  cues of what to lean in on. So it's not about me coming up
• 20:40
  with all kinds of flowery language saying, oh, the wedding
• 20:43
  is the best day of your life. Imagine the whatever, this is
• 20:47
  the beginning of tomorrow. This is the beginning of finally
• 20:49
  ever after. This is the something,
• 20:51
  something, something. This is the most beautiful day
• 20:53
  of your life. Yeah.
• 20:54
  Using all that emotional language is good.
• 20:56
  If you want to use it in your copy, all well and good.
• 20:58
  You can. But just know that you would get
• 21:01
  the main emotional thing that you can lean in on when you do
• 21:06
  need analysis and you know exactly what is choking them,
• 21:10
  exactly what they love or exactly what is painting them.
• 21:14
  So have a conversation with people first.
• 21:18
  Do these analysis first. It is then that you will know
• 21:21
  what emotional cues that you can lean upon.
• 21:24
  But one more thing, you also need to ask questions.
• 21:28
  You also need to try and figure out the implication of what's
• 21:31
  going on here. So like back my wedding
• 21:33
  photography days, if your bride said this and this and this and
• 21:36
  that, that, you know, it must be this, it must be this, it must
• 21:39
  be that. You know, I would ask that, OK,
• 21:41
  no problem. You want to do acrylic frame,
• 21:43
  but just in case. Well, right now acrylic frame is
• 21:47
  common. But back when I was doing
• 21:49
  photography, acrylic frame was very, very rare.
• 21:51
  And in fact, the acrylic frames I used to get, we had to import
• 21:55
  them from partners in America, in Salt Lake City, in Utah, a
• 22:01
  Niger company over the photo. Niger.
• 22:04
  I think they're still in business, but they don't do
• 22:06
  business with Nigerian firms that much anymore because
• 22:10
  Nigerians are not really buying their product.
• 22:12
  So that's how I used to get my own acrylic frames.
• 22:14
  So back then, if the bride say I saw acrylic, it must be acrylic,
• 22:17
  it must be acrylic. You know, I'll ask.
• 22:18
  OK, sure, no problem. Yeah, we can do that for you,
• 22:21
  blah, blah, blah, blah, blah. But just in case we can't get
• 22:26
  acrylic, would that be a problem or is there any alternative or
• 22:34
  all I put it, well, you get the sense of what it is I'm trying
• 22:37
  to say. I'm trying to get the
• 22:38
  implication, OK, it must be acrylic.
• 22:41
  That's what she says. But if we can't get acrylic, is
• 22:44
  that a, is that a deal breaker? Is that going to be a problem?
• 22:51
  How serious a problem is it going to be?
• 22:54
  Because I have noticed in the past that some clients tell you
• 22:57
  some things you assume is the main thing.
• 23:00
  And then by the time you're done with the deal, you realize that,
• 23:02
  well, it was just a nice to have, so you just ended up
• 23:04
  stressing yourself unnecessarily.
• 23:06
  But The thing is, if you know what their hot buttons are, if
• 23:09
  you know what they love, what they're avoiding, what they're
• 23:13
  running to, and you know the implication of whether it is
• 23:15
  there or not, you now know whether this is a serious
• 23:18
  something or not a serious something.
• 23:20
  And you now know whether that this is something that you can
• 23:23
  key upon in your market messaging or in your sales
• 23:27
  conversation. You know, when you're talking to
• 23:28
  these people, you now know if this is something you can stress
• 23:30
  upon or not. So if now the acrylic is a deal
• 23:34
  breaker and I can provide the acrylic and I'm the only one who
• 23:40
  happens to have the acrylic, remember now that's not the case
• 23:44
  because acrylic is common. You can't get the everywhere.
• 23:46
  But back then it wasn't. So if I'm the only one I can now
• 23:54
  key in on that point, it is part of the unique value proposition
• 23:59
  in that particular instance. Now, the reason why they should
• 24:02
  go with me is because this beloved acrylic frame that she
• 24:06
  wants to do, which is 1 in town and which will make her images
• 24:09
  appear like this, like this and like that and like that, that
• 24:11
  this is precisely the reason why she should go with me.
• 24:14
  And I know that I can lean on this and start making some
• 24:20
  emotional plays is because I've had the conversation and I know
• 24:23
  that it is a big deal for her. So these are how you tease out
• 24:30
  emotions in the sales and in the buying process.
• 24:34
  It's not in you sitting down beforehand and trying to come up
• 24:38
  with the most emotional words you can think of.
• 24:42
  Have a conversation with someone and know exactly what
• 24:49
  emotionally appeals to them. What is it is that they like,
• 24:54
  what they are trying to avoid or what they are trying to achieve.
• 24:57
  That is where you will get all the emotional cues that you can
• 25:01
  lean on. Now, the guy also mentioned
• 25:03
  something in the message about none of this is manipulative.
• 25:08
  And yes, I want to comment on that because some of you are
• 25:12
  afraid of manipulating people in the sales process.
• 25:14
  I mean, like, look at all the things we're talking about now,
• 25:17
  talking about emotions, how to key into emotions, how to
• 25:20
  emphasize some kinds of emotions that some of you right now who
• 25:23
  are feeling as if this is manipulative.
• 25:25
  I beg. I don't want to be 419.
• 25:27
  I don't want to be a Hulk star. I don't want to be forcing
• 25:30
  things on people. But realize this, none of this
• 25:35
  is manipulation. I know some of you are wondering
• 25:39
  how can I say that with a straight mouth, and I will say
• 25:41
  it again. None of this is manipulation
• 25:45
  because all of these things we're talking about is in the
• 25:47
  client's best interest. This is what we call exercising
• 25:52
  influence. It is not manipulation.
• 25:56
  Manipulation is when you are coercing people or getting them
• 26:00
  to act, but you are getting them to act for your own benefit.
• 26:04
  Now you the seller's benefit, that is not what we're doing.
• 26:08
  We're getting them to act for their own benefit.
• 26:11
  If the babe really likes this acrylic and she thinks it's the
• 26:14
  best thing for her, then it's in her interest to do business with
• 26:21
  me. But then again, if acrylic is
• 26:24
  the main thing for her and I can't provide it, the ethical
• 26:26
  thing to do actually is just to say, oh, babe, I'm Madam, I'm
• 26:30
  sorry, I'd love to work with you, but I can't supply this.
• 26:34
  And then you back out or refer her to someone else.
• 26:38
  But you can see that in this case, we're exercising some
• 26:40
  influence and we're trying to get them to take action because
• 26:43
  we will help them to achieve the reason why they reached out to
• 26:46
  us in the first place. So when you exercise influence
• 26:53
  over someone and it is for their own benefit, that is not
• 26:57
  manipulation. Let me give you another example
• 26:59
  so that you can understand. Let me go into the personal
• 27:01
  space. All of us who are listening, OK,
• 27:05
  some of us have kids, some of us don't, but eventually most of us
• 27:08
  will have children. When we do, we will all exercise
• 27:12
  influence over our our children by getting them to go to school.
• 27:16
  There's no Nigerian parents now or no Nigerian parents to be who
• 27:21
  say school is up to you is optional.
• 27:23
  No, no, no, no, no, no, no. At the very least you exercise
• 27:27
  influence over them so that they will do primary school.
• 27:29
  At the very least, I can say confidently that there's no
• 27:33
  Nigerian parent who say it's your choice.
• 27:36
  Shockingly, in America and in the UK, that's what parents are
• 27:39
  saying, it's your choice. Anyway, we were not there yet
• 27:41
  and I hope we don't get there. We educate all our kids to the
• 27:46
  best we can, that is exercising influence because we think them
• 27:52
  being educated is in their best interests so that they they can
• 27:56
  be able to function better in society and also to increase
• 27:59
  their prospects in career and in business.
• 28:03
  That is exercising influence. But there are some parents who
• 28:08
  want their children maybe to get a PhD.
• 28:12
  But the reason why Mumsy or Popsy wants you to get PhD is
• 28:15
  because it will make them, the parents more respectable in
• 28:21
  Niger because you know how it is.
• 28:22
  Now, if you're the mother of a doctor, you know, when I say I
• 28:26
  mean doctor like you're the mother of a highly educated
• 28:29
  person. You know, it gives you some,
• 28:31
  some kind cred, some kind of reputation that yes, you're a
• 28:35
  good parent in that situation. I have seen and I'm sure even
• 28:40
  you, you know, some of those people who are resisting the PhD
• 28:43
  and resisting the masters because they know very well that
• 28:46
  look, this masters or this PhD is mommy that wants me to do it.
• 28:49
  It is not what me I want to do. Now we're entering into the the
• 28:54
  levels of coercion or manipulation.
• 28:56
  It's because the child can see that, look, these masters,
• 28:59
  mommy, you want me to do this masters for any number of
• 29:01
  reasons, but it's not tied into my happiness.
• 29:04
  It's not tied into my progress. It's not tied into what it is
• 29:07
  that I want to do. So that is the difference
• 29:10
  between manipulation and just exercising influence.
• 29:18
  When my wife and I were having this conversation because my
• 29:21
  wife doesn't agree, you know, she's a she's a lawyer and she's
• 29:26
  not marketing communication. So as far as she's concerned,
• 29:28
  all not manipulation. So this way I explain it to her
• 29:30
  that OK, look, baby, you understand, you see that girl in
• 29:34
  our son's class, I say, yes, I think that kind of babe will
• 29:38
  make a Good Wife for our son and say, yeah, sure, sure.
• 29:41
  I agree. So I now say, OK, look at it
• 29:43
  this way. If when our son is old enough
• 29:45
  and I'll tell him to look married, this babe should be a
• 29:47
  Good Wife. It's not manipulation.
• 29:50
  Well, I've said no, it's OK, no problem.
• 29:53
  But if I say marry this babe, she'll make a Good Wife.
• 29:56
  But at the back of my mind, I know that it's because that girl
• 30:00
  is the daughter of chief so, so, so and so.
• 30:02
  And if he marries her, then he'll be sure for me in business
• 30:05
  and in other things. Is that manipulation?
• 30:08
  My wife said OK, yeah, that's manipulation.
• 30:10
  So that's the best way I could explain it to her.
• 30:12
  Then scenario one, I'm just saying, my son, you deserve a
• 30:16
  Good Wife. Based on what I'm seeing, this
• 30:18
  babe, I think she's pure. She's correct.
• 30:21
  That's that's the wife for you. That one is just father talking
• 30:24
  to his son as per what is best for your life.
• 30:28
  That is not manipulation. But then father talking to his
• 30:31
  son saying that look, you see, this babe is a very correct
• 30:35
  setup. If you marry this babe, you will
• 30:37
  be sure for us, her father is chief so, so, so and so or her
• 30:41
  father is connected to so, so, so and so.
• 30:43
  If we marry into this family, these are the opportunities that
• 30:46
  they will get for me and for you and for you can see now that
• 30:49
  that second one, that is manipulation.
• 30:52
  So that's the best way I can explain it.
• 30:54
  If you still don't agree, then well, anyway, just know that
• 30:58
  there's a difference. It is not all trying to
• 31:01
  influence somebody or trying to exercise some influence on
• 31:05
  somebody that we call coercion. Now, the guy's message had an
• 31:11
  interesting call to action. He said save my number.
• 31:14
  Now it's his call to action to me.
• 31:17
  First of all, it's good that he has a call to action in his
• 31:20
  communications because lots of us, when we send out messages,
• 31:23
  we don't even put a call to action there.
• 31:25
  And that is wrong. We should always have a call to
• 31:27
  action in our message because we always want the person that
• 31:30
  we're talking to, to take a particular action with us,
• 31:36
  either to further the sale or to further the relationship or to
• 31:39
  further the agenda. In this case, I'm assuming the
• 31:42
  guy, you know, wants me and him, you know, as in we should be
• 31:44
  cool, We should be chatting once in a while.
• 31:47
  So save my number. Yeah, That's not a good call to
• 31:50
  action. The reason why I mention is
• 31:53
  because I'm getting lots of those messages where people are,
• 31:56
  you know, call to action in the end is save my number.
• 32:00
  Yeah, it would be nice if people save our number, but that is not
• 32:02
  a good call to action because that is a kind of call to action
• 32:07
  that benefits only you, who is the sender.
• 32:10
  And whenever people see a call to action that benefits the
• 32:14
  other party, only it reduces the chance that they are going to
• 32:18
  take action. So when you're looking for calls
• 32:20
  to action, look for call to actions that benefit the other
• 32:23
  party or both of you. So in this case, if the guy had
• 32:27
  told me something like, you know, because I love your
• 32:31
  podcast, I'll be honored if you let me look at your copywriting
• 32:34
  needs and let's see how we can make your podcast more
• 32:38
  effective. You know, if you said something
• 32:39
  like that. Yeah, that kind of thing will
• 32:41
  catch my attention because he's asking me now, look, Bros, I
• 32:45
  love your podcast and my skills is copywriting.
• 32:49
  I believe there's some value I can give to your business.
• 32:52
  So let's see how me as a copywriter, let's jam heads.
• 32:56
  Let me see how I can help you improve your podcast.
• 32:59
  Now that kind of angle, that kind of CTE, that kind of call
• 33:03
  to action is kind of, you know, make me or any other person be
• 33:07
  interested because the person is talking about things in terms of
• 33:09
  what I need, what I might be looking for.
• 33:17
  So I don't know what kind of call to action will be the best,
• 33:23
  but I'm just trying to show you that this is how we should be
• 33:25
  thinking about it. A call to action that benefits
• 33:27
  the other person while at the very least benefits two of us.
• 33:32
  Any call to action that is benefiting only me, it means
• 33:35
  that the other people are not going to take action.
• 33:40
  But look at my own call to action at the podcast.
• 33:43
  I see if you have any questions, reach out to me.
• 33:44
  I give the phone number. You can see that it benefits
• 33:49
  both of us. I might get some potential
• 33:52
  business out of it. I will get to deliver you some
• 33:56
  value. You will get some value out of
• 33:59
  the situation. So it is a mutual something.
• 34:06
  But if I give a call to action that is only me focused, yeah,
• 34:09
  then you guys are not going to take action.
• 34:14
  So The thing is, we can keep on saying more and more and more
• 34:19
  things about this message, but we have to keep this podcast at
• 34:21
  a manageable length because already it's like 35 minutes.
• 34:25
  But the main thing that I wanted to pass across is this, yes, we
• 34:30
  should always talk about ourselves and we should always
• 34:32
  talk about our businesses, but we should look for ways to
• 34:36
  communicate that through the lens or through the world view
• 34:42
  of the other party. How is it going to benefit this
• 34:45
  other person? And am I talking in terms that
• 34:48
  this other person can understand?
• 34:50
  That is the right way to go about it.
• 34:54
  And with that, Zefini, we are done.
• 34:58
  Whilst my younger brother likes to say chest finite, you know in
• 35:02
  our house we can't speak French so we just make up a bunch of
• 35:04
  stuff. Anyway, so that's all for today.
• 35:07
  Now remember if you have sales and marketing questions, then
• 35:09
  bring them to me. You can call, you can SMS, you
• 35:11
  can WhatsApp me on 08064662140. Thank you very much for your
• 35:17
  time and attention. I'll catch you, dear listener,
• 35:19
  at the next episode.