Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / From Fan to Founder: Replicating Your Heroes' Wins
Transcript
- 0:01Hello and welcome. My name is Tavishima Aidi.
- 0:04I saw sales and marketing challenges and I'm currently
- 0:07making this podcast recording at my desk.
- 0:10It's late at night with families around, so there will be some
- 0:13interruptions. The goal of this podcast is
- 0:16business education. So please spread the word, let
- 0:19your friends and family members know in Nigeria and abroad so
- 0:22they can benefit from the questions that we tackle.
- 0:25They can do that by subscribing on Spotify, YouTube, Apple or
- 0:28any player of their choice. And if you have any sales or
- 0:31marketing questions, then bring them to me.
- 0:34You can call, you can SMS, you can WhatsApp me on 08064662140.
- 0:42Now today on the show all I put this, OK, let's just say the
- 0:47question is how can I be more like my business heroes?
- 0:52And of course when I say me, I don't mean like me me, I mean
- 0:55the person that I was talking to.
- 0:56Now this is the background. I was talking to someone who is
- 0:59a budding fashion entrepreneur and as his inspiration he has
- 1:03two correct guys, Lagos based boys, Shay Vodi and Yomi Casual.
- 1:08Both of them are high how I put it.
- 1:11Now they have high profile clientele, you know,
- 1:14celebrities, politicians, as in these are like big boys.
- 1:22OK, sorry about that. Just like I promised, there was
- 1:24going to be some interruptions. So that was my little 1.
- 1:27He just came in because he needed my attention for
- 1:29something. So I said no.
- 1:31This guy, the budding fashion entrepreneur, the people that
- 1:35he's trying to model himself after, Shay Vodi and Yomi casual
- 1:40Lagos boys, the the deal with celebrities, politicians, high
- 1:44profile people pretty much now she she Ivody his kind of stuff
- 1:50is he mostly does men's suits and natives.
- 1:55And from what I saw online, they said that the guy does vertical
- 1:57silhouettes, Abbi silhouettes, Abbi silhoue.
- 1:59You know, I don't know how it's pronounced and since I'm not in
- 2:03the fashion, I don't even know what a silhouette or silhouette
- 2:06is because it means something else in photography than it
- 2:09means in fashion. So it looks like the guy has a
- 2:13certain kind of style, but you know, since me, I don't have a
- 2:17fashion bone in my body when I look, I'm like man, sure, his
- 2:21stuff is is tight. But to be honest, you know, if
- 2:24you want me to break it down, like I can't break it down
- 2:26because I don't know fashion. I don't do fashion.
- 2:29Then Yomi casual, you know, some people would say his stuff is
- 2:34contemporary designs, but he always does African fabric.
- 2:38So like that's his thing. So, yeah, I mean, those are them
- 2:43basically. And this guy wants to model his
- 2:46business after these two. So if you want to model yourself
- 2:51after your heroes, the first thing you have to do is to try
- 2:54and figure out the ingredients to their success.
- 2:58Good news, the Internet is here, so you can Google, you can
- 3:03search. Sometimes people do case studies
- 3:05on certain kinds of entrepreneurs.
- 3:06You can use Google Gemini, you can use ChatGPT.
- 3:10There are lots of tools that you can use to do some research.
- 3:13Sorry, one moment and I will be back.
- 3:17OK, sorry about that. I am back.
- 3:20This time was my wife was looking for my attention because
- 3:23you know, it's late night evening.
- 3:25So in the middle of making dinner and so she needed one or
- 3:28two things so she can sort the boys out.
- 3:31OK, where was I? So I was talking about how if
- 3:35you want to monitor yourself after somebody nowadays, it's
- 3:38not hard. There's lots of stuff available
- 3:42on the Internet or you can use these AI tools to make your
- 3:45research a lot easy or share. You'll be able to find one or
- 3:49two things that the person that you like did to get to where
- 3:54they were. Now there's something that I
- 3:58tell lots of people, which is that ideas are the easy part.
- 4:07When I repeat, ideas are the easy part.
- 4:10Execution is the main thing, especially since I have started
- 4:16consulting. Now for some reason, you sit
- 4:20down with someone, you guys come up with a plan, you drop the
- 4:24list, and for some reason people just don't execute.
- 4:28There are lots of people who don't understand that, like we
- 4:31can sit down and we can come up with the ideas from now until
- 4:35Kingdom come. If you are not going to do one
- 4:38thing to take a step in the right direction, then you have
- 4:44wasted your time and your money. Now, because I'm a Christian and
- 4:51because I have judged mind, I feel bad collecting somebody's
- 4:54money and we're not making progress.
- 4:57So I'll always try to make sure that we are making progress, no
- 5:01matter how much or no matter how little you are paying.
- 5:05But for now, please know that the idea, the thing that you
- 5:10need to do, that is the easy part, precisely because we have
- 5:15Google and we have AI tools. So finding the answer, what
- 5:19should I do that is easy? We need a resolve.
- 5:24We need the resolve and we need a plan so that tomorrow morning,
- 5:308:00, nine o'clock 10:00 whenever you start your day, you
- 5:33can start implementing this thing that is actually what will
- 5:37make things move forward. So me and the guy, we have some
- 5:41back and forth to try and figure out what it is that makes Shay
- 5:44Vodi and yummy casual, what makes them tick.
- 5:47And we came up with a couple of stuff, quality and
- 5:50craftsmanship. So I don't know much about
- 5:53fashion, but I must admit that when I see yummy casual because
- 5:57I've seen it live on some people, I'm like, OK, OK, I can
- 6:01see that is a correct. This is a correct workmanship
- 6:04here. Like this is nice.
- 6:06There's no bad, there's no bad. So both of them, she and yummy,
- 6:12they clearly have a thing of if I touch something, this thing
- 6:16has to be on point gas to be 5 stars.
- 6:19So that is one thing that she Woody and Yummy casual have and
- 6:23that we can attribute to their success.
- 6:26Oh, by the way, since I don't know Shay one-on-one and since I
- 6:31don't know yummy one-on-one, and since I've never had
- 6:33conversations with them, all these things I'm coming up with
- 6:36is just me and this other guy, the young and profession
- 6:39entrepreneur, just trying to, you know, based on what we've
- 6:43seen online, I'm trying to figure out a couple of things
- 6:45what we think was responsible for them coming up with the
- 6:51level of success that they have. So next was what I would call
- 6:59unique value proposition, which is why should somebody do
- 7:02business with me? But I guess other people would
- 7:05in the fashion space would probably call it a design
- 7:08philosophy or a calling card or something.
- 7:10I don't know how to explain to you.
- 7:12But The thing is when you look at shave or the when you look at
- 7:16Yomi casual, you can see clearly there's a difference.
- 7:19You can't say one person is copying another.
- 7:21I mean, it's a they're definitely not doing Taylor and
- 7:28Cotton join and all of that, but it's a clear design philosophy
- 7:32that is going into what it is that they do.
- 7:35So like I said, she his thing is men's suits and native and they
- 7:42have a certain look. Some people say it's vertical or
- 7:44silhouette or silhouette or whatever, whatever that means.
- 7:48But she he has this kind of look, yummy casual.
- 7:53Of course you say yomi casual, not your me formal.
- 7:56So yomi casual contemporary designs and then African fabric.
- 8:01So he also has his thing. So clearly they have their
- 8:06calling card. They have their style, they have
- 8:09their design philosophy, they have their unique fashion
- 8:13elements. On my own case, I would say
- 8:15unique value proposition. Why do people do business with
- 8:18you? So if somebody wants something
- 8:21Afrocentric, Afrocentric, cosmopolitan, you call up your
- 8:26MI casual, but then you want something more men's suit and
- 8:31native, but something more structured, you call up she
- 8:34body. So that is also another thing
- 8:38that we figure can attribute to their success and then
- 8:44networking and relationships. Yeah, we think that that was
- 8:47instrumental to their success because remember both of these
- 8:51young men. So excuse me, both of these
- 8:55young men or both of these guys, let me not say young men, just
- 8:58in case any of them are older than me, Let them not look at me
- 9:00and say that you're calling me young man, you're no born.
- 9:04You were, you know, that kind of thing.
- 9:06So so both of these individuals shave body and Yomi casual just
- 9:11in case they're older than me. They, their clientele, like I
- 9:15said, high, high profile celebrities, politicians, all
- 9:22those big, big magazines, so so and so's birthday party, so so
- 9:26and so's naming ceremony, so so and so's, remembrance of burial
- 9:33and all whatnot. All those big, big, big things.
- 9:36African movie AM VCA Africa movie and something awards red
- 9:42carpet back when I was in Lagos, Yummy casual, you know, you do
- 9:46see some some celebrities on the Billboard.
- 9:48So I mean, that is the kind of those are the kind of circles
- 9:51that these guys roll in. So definitely we know for sure
- 9:55that networking and relationships is part of the
- 9:59reason why they're successful. In fact, for Yummy Casual, we
- 10:04speculate. We guess that because Yummy
- 10:07casual is the younger brother of a why the the comedian?
- 10:12AY is it Ayo Marco or something? I can't remember his name.
- 10:14Anyway, I think he did this movie with Ramsey Noah.
- 10:18What was it called again? Something demons.
- 10:22Is it Yoruba demons or something?
- 10:23I can't remember anyway, but he was he was in a comedy with
- 10:28Ramsey Noah, Jim Ike, who again, like four or five of them
- 10:35anyway. So definitely, I'm assuming Yomi
- 10:42Casual would have told his brother.
- 10:44Hey bro, how far now I know, say you get one or two connects and
- 10:49you know me, I'm doing this fashion thing, you know, I beg
- 10:52one or two introductions, you know, I bet you hook me up with
- 10:56this person, that person as a people nice, you know, that kind
- 10:59of thing. So I'm assuming we both assume
- 11:03we are not trying to take away from the level of success that
- 11:07Yomi Casual has built for his business, but we suspect that
- 11:11his brother may have made one or two introductions.
- 11:15So networking relationships, trying to utilize your existing
- 11:18connections, we definitely think that that is a part of it.
- 11:22Then personalized services because especially for the kind
- 11:26of clientele that they have, you know, bespoke is a thing because
- 11:30people don't want to spend hundreds of thousands and
- 11:33millions on you. And then what you're delivering
- 11:36them is the same thing that you're delivering to anybody
- 11:38else. So there has to be a bespoke
- 11:40element. There you go.
- 11:43You do fitting, you do resizing. Because I heard my my Atafo or
- 11:49me Atafo, I'm not sure how his name is pronounced.
- 11:51I saw me Atafo on something on DSTVI was talking about the
- 11:56whole consultation process. You know, you come in, you sit
- 11:58down, you sketch, you agree, you draw the something, and then you
- 12:04do the first whatever, you come, you do the fitting, and then you
- 12:07go back in. I think they do like 2 fittings
- 12:09or something. So I mean, at that level where
- 12:11people are paying you good money for their designs and good money
- 12:15for their clothes, they expect a certain level of personalization
- 12:19and customization that goes with it.
- 12:21So we think that that was also part of the things that made
- 12:24them successful. And then of course, sorry, 1
- 12:28moment. OK, sorry about that.
- 12:35A reminder just came up. I actually have to be leaving
- 12:37soon. I have a meeting to get to.
- 12:41OK, well, let me wrap up. So and then we also think word
- 12:44of mouth. So especially since it's more of
- 12:46networking and relationships, it has to be word of mouth
- 12:49introductions, you know, all those sorts of things.
- 12:51And then of course, visibility and then brand presence.
- 12:56So lots of celebrity endorsements.
- 12:59My guess is that they were giving lots of gifts to
- 13:02celebrities because especially in the early days, you know,
- 13:05when you don't have a brand, I doubt, I doubt that every single
- 13:10celebrity in the in the beginning were, I don't think
- 13:16every single celebrity that put on their stuff in the early days
- 13:18was a paid client. Because I also was listening to
- 13:21Kelechi Amadi Obi. This was a while ago.
- 13:23Kelechi Amadi Obi, he's a photographer based in Lagos.
- 13:28For those of us who are young, young and up and coming back
- 13:31then he's someone that we really, really respected because
- 13:34Khalechi Amadiobi was really good with off camera lighting,
- 13:37advanced lighting, these sorts of things.
- 13:39And eventually he would, Khalechi Amadiobi would start
- 13:42doing work with the South African Tourism Board and would
- 13:46also start rolling in, you know, Nigerian high life, I say high
- 13:50life, no high life, all I say, you know, high society circles
- 13:53and things like that. So, so I was at one event where
- 13:58Kelechi mentioned that the early photos he took of P Square that,
- 14:02you know, they didn't pay him. That was a matter of him just
- 14:05like, oh, I've seen your stuff, blah, blah, blah.
- 14:08I'm going to be in town or I'll be come to my studio, you know,
- 14:10one or two things, you know. So I was surprised to find out
- 14:13that even for Kelechi, Amadi will be some of those early
- 14:15celebrity stuff. Wasn't he paid something he was
- 14:18on that hooked up the whole thing by himself because he
- 14:20wanted to try out some creative concepts and also because he was
- 14:26looking at all? I put it, it would help with the
- 14:32visibility and with the with the brand presence.
- 14:35So I suspected yummy casual and she body have done some of these
- 14:41things. By the way, if any of you is
- 14:43connected to these guys, you know, let me know.
- 14:44I'd like to have their phone number, like to have a chat with
- 14:46them, maybe self even interview them for this podcast, because a
- 14:50whole lot of what I'm saying is just plenty speculation.
- 14:53Well, I'm assuming that this is stuff that help them in their
- 14:58business. Then of course, being featured
- 15:00in the media and then public relations and things like that.
- 15:02So in my own opinion, and for this fashion entrepreneur, these
- 15:07are the reasons why we think Shay Vodi and Yomi Casual are
- 15:11successful business people in the fashion space, successful
- 15:15fashion entrepreneurs today. And that's the reason why they
- 15:18have the the name that they carry in Lagos, you know, Yoruba
- 15:23land, you know, kind of because in Abuja, you know, if you say
- 15:26you're me, Kajra and Abuja people will be like, you're me
- 15:29who, you know, they don't Abuja people don't know that kind of
- 15:32stuff or don't dress that kind of stuff.
- 15:35So that's it. Now, the whole point of asking
- 15:40this question, what are the ingredients to this person's
- 15:42success is because you know, Tim Robbins, I'm easy, Tim, Tony
- 15:46Robbins. So Tony Robbins, he's famous for
- 15:49saying success leaves clues. So the idea is if we can figure
- 15:52out this is what the person did and I do this kind of thing,
- 15:55then I should be all right, I should be good.
- 15:57So yes, that is one step. Now the second part to it and
- 16:02the conversation that I like to have because lots of people
- 16:04don't realize how they're putting, setting themselves up
- 16:07for failure is this. Now that we've figured out what
- 16:10the ingredients are of being able to guess, this is what the
- 16:13ingredients might be. We also need to have realistic
- 16:17time frames and realistic expectations about what we can
- 16:20achieve. And this is how I told this.
- 16:23This is what I told this fashion entrepreneur.
- 16:26I told him that show, you know, Shave Audi started in 2001.
- 16:30You guys say yes. So you know that Shave Audi,
- 16:34excuse me, his journey has been 24 years as at the time of this
- 16:38recording, Shave Audi has been running this game 24 years.
- 16:44You guys say yes, So Yummy Casual, you know, Yummy Casual
- 16:48started around that kind 2007 say yes.
- 16:51So therefore Yummy Casual has been running this game for 18
- 16:55years. We say yes.
- 16:58The reason why we need to have this conversation is because
- 17:00lots of you are looking at somebody, you know, in America
- 17:03they call this a snapshot. You're looking at, you know, the
- 17:07snapshot theory, you're looking at the snapshot of somebody
- 17:09today not as that person was yesterday or when he started.
- 17:14So a lot of you today are saying I want to be like Shay Vodi and
- 17:18I want to be like Yummy casual. But you're thinking you want to
- 17:20be like how they are today and forgetting the fact that Shay
- 17:25has built this thing 24 years, Yummy has built this thing 18
- 17:30years. So with this whole snapshot
- 17:34theory, what you should be doing is don't be looking at Shay Vodi
- 17:38as he is now in 2025 or Yomi Casual as he is now 18 years
- 17:44later. Try and figure out 24 years ago
- 17:48how did they start. That is the snapshot you should
- 17:52be looking at and that is the realistic time frame that you
- 17:57should have. If you're looking at two people
- 18:00and you think these two people are certified big boys, they are
- 18:03correct guys. One of them took 24 years,
- 18:06another person took 18. Why are you thinking your own
- 18:10journey will take one year? These are things that we do that
- 18:15give ourselves unnecessary BP. If two people you think are
- 18:21correct guys, each of them two decades, why do you think 2
- 18:24years? You're always set.
- 18:26Let's just be realistic here. Now, yes, there are some people
- 18:29that one year, 1 1/2 year, everything don't set as
- 18:33everything clicks, Yes, but remember, those people are
- 18:36outliers. That is not the average.
- 18:40So we need to have a realistic time frame.
- 18:42I'm not saying that you should assume that your own journey is
- 18:48going to be 20 years, especially for those of you who are like
- 18:504550, you'll now be saying 20 years.
- 18:54What are you saying they will not live the soft life or no
- 18:57hammer until I'm 70? I'm not saying that.
- 18:59I'm not saying we need to have realistic expectations.
- 19:03So another thing that I recommend for people who can, if
- 19:09you can be close to the source, it is a way that you can work
- 19:13for or internship for she or Yummy try.
- 19:19I heard that Yummy has the guy I was talking to say Tommy has
- 19:24like 40 something people that so for him, you know, if you can go
- 19:27and be #45 as in try if you can enter that click, you will help
- 19:32because you will see from the source.
- 19:35You will learn from the source. And if you're enterprising and
- 19:40if you're helpful and if you're trustworthy, they will be giving
- 19:43you small, small assignments. The assignment will increase
- 19:46more and more responsibility. By the time you stay in that
- 19:50kind of setup, like 1 1/2 two years, you learn a couple of
- 19:53things and then you you start your own business journey.
- 19:56You'll be starting on a higher level than somebody who's just
- 19:59coming from day one and who wants to use idea to blow.
- 20:04So if you can internship, if you can go and work there, try some
- 20:11people want to go the mentorship route.
- 20:13That's OK, that's good. But this is the advice I'm going
- 20:15to give. If you want to go the mentorship
- 20:17route, don't want to say Shay. I love your work.
- 20:21Please mentor me. That's awkward.
- 20:24It's somehow those kind of conversations don't they don't
- 20:28work. Like Oprah Hophrey was on TV one
- 20:31time. Somebody was talking about
- 20:32female empowerment and blah, blah, blah.
- 20:34And she said that for her, it's very awkward when a young lady
- 20:36walks up to her and says, oh, mentor me, You know, she said,
- 20:39you know, she doesn't know what to do.
- 20:41That's what Oprah said. You just roll up my hand and
- 20:43say, Oprah, I love you. Please mentor me.
- 20:45Please be my mentor. Oprah doesn't know what to do
- 20:48next. The average person doesn't know
- 20:50what to do next. These people are business
- 20:52people. They're not coaches.
- 20:55So if you try and take the the if you try and take the scope
- 21:02that you want to deliver value 1st and you roll up on someone
- 21:06and like, oh Shay, yummy, love what you do, blah, blah, blah.
- 21:11Really inspired. I on the other hand, I have this
- 21:15skill set. I think I can use this skill set
- 21:19to grow your business or grow this particular part or this
- 21:23small department or this small department in this and this and
- 21:25this and this and this way. I would love the opportunity to
- 21:29be of service. If you come from that angle, you
- 21:33will find that you will naturally fall into a kind of
- 21:36mentoring habit, mentor mentee relationship because you're a
- 21:41smallie coming into this thing trying to derive value to
- 21:45somebody. So naturally this person has is
- 21:48taking value from you will also be giving you one or two things
- 21:52like, OK, this thing you are trying to do, no, next time run
- 21:54them like this. Next time do it like that.
- 21:58Or if it was me, I would have done it like this.
- 22:02So don't call me and saying you're me, mentor me.
- 22:06Come in and saying this is me. This is my skill set.
- 22:09This is the value that I think I can bring to you, to your
- 22:12operation, to your business, to this particular aspect, to this
- 22:15charity, to this thing you're paying attention to, to this pet
- 22:18project, to this whatever. So if you come at it from that
- 22:22angle, you will just naturally over time, fall into a mentor
- 22:27and mentee relationship. So that for me is the answer to
- 22:31the question. How can you be like your
- 22:34business hero? Go and do some research, figure
- 22:37out the ingredients and then come up with an action plan.
- 22:40Start movementing. But then remember snapshot
- 22:43theory, the journey that took them three decades.
- 22:47Don't think you're going to do it in two years.
- 22:48So the picture you should be looking at is when they were at
- 22:51your own level, where were they or how did they start?
- 22:56If you can internship, please go and do it.
- 22:59If you can go and learn what go and do it.
- 23:02If you're going through the mentorship route, never roll up
- 23:04on anybody and say please be my mentor.
- 23:07If I go and I say down with it, please be my mentor.
- 23:09Down with it is going to rightfully think, you know what,
- 23:12I have too many things on my table right now.
- 23:14I'm not looking for extra work because I will sound like I'm
- 23:17giving him work. But for all upon that what I
- 23:19say, love what you do. I like the fact that when you
- 23:23and Otatolla tried to have what's it called?
- 23:28Was it Black Star? I think it was Black Star.
- 23:31When they wanted to buy the refineries, they came up with a
- 23:34proposal under ambassador's regime.
- 23:38I think Second time, I think during ambassador's second term,
- 23:41they came up with a consortium, I think it was called Black Star
- 23:44or something, or Blue Star. They wanted to buy all the
- 23:47refineries, that's Port Arcot, Katuna, where again, they wanted
- 23:52to buy it and then operate it. And I think they won the bid,
- 23:55but there was a lot of popular outcry against Dangote and
- 23:58Alterola at the time. So the the thing was revoked,
- 24:02even though they had paid money. And anyway, so if I approach him
- 24:07saying that, oh, Mr. Dangote, I remember when I was in secondary
- 24:12school, we were trying this thing.
- 24:13This thing didn't work. I'm glad you stuck to it.
- 24:16You've been a visionary. You've inspired me, you know,
- 24:19blah, blah, blah. I like what you do.
- 24:22This is my skill set. I think with my skills I should
- 24:26be able to add value here, add value here to this particular
- 24:30project, to this thing, to this thing, to that thing, you know?
- 24:36Can I get your pH number? I would love to have a meeting
- 24:39to see if my small skills can help move your ministry in any
- 24:45way. If I come in from that angle,
- 24:48I'm not saying it's a guarantee. I'm not saying I might stand a
- 24:51shot because at least I'm not looking like extra work.
- 24:54If I come and say down with it, mentor me, I'm definitely
- 24:57looking like extra work. I'm looking like homework.
- 24:59And as far as he's concerned, he would say, look, you know what?
- 25:02With the government, with this, with that, with oil marketers or
- 25:05whatnot, my hands are full. I don't have time for any pet
- 25:08projects the other way. I stand a chance somehow.
- 25:12So that's all for today. Remember, if you have any sales
- 25:16or marketing questions, then bring them to me.
- 25:19You can call an SMS. You can WhatsApp on 08064662140.
- 25:25Thank you very much for your time and attention.
- 25:26I'll catch you all at the next episode.