Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / Boosting Your Glovo Sales: Optimize Your Storefront & Master Operations

Transcript

Boosting Your Glovo Sales: Optimize Your Storefront & Master Operations · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

• 0:00
  Hello and welcome to the show. Taking today's recording at my
• 0:04
  desk and my neighbor is still doing renovations and the other
• 0:07
  neighbor has let his Peacock out of the house.
• 0:10
  So, you know, that's where all that noise is going to be coming
• 0:12
  from. You know, the screeching noise
• 0:14
  that's from the Peacock, all the hammering that's from my
• 0:17
  neighbors who my neighbor who is doing some work in his house.
• 0:21
  Now this is your first time of listening to the podcast.
• 0:23
  Don't worry, this is not a show about my neighbors.
• 0:26
  It's a show about business education, so I would appreciate
• 0:30
  it after you listen to the show if you talk to it about your
• 0:33
  friends and family members so that Nigerians at home and
• 0:36
  abroad can benefit from all the questions that we tackle over
• 0:39
  here. They can do that by subscribing
• 0:41
  on Spotify, YouTube, Apple or any player of their choice.
• 0:46
  And if you in particular have any sales or marketing
• 0:47
  questions, bring them to me. You can call, you can SMS, you
• 0:51
  can WhatsApp me on 08064662140. Now today on the show, we're
• 1:00
  going to look at another listener question and this one
• 1:04
  is from Miracle in Abuja. And his question is on how to
• 1:08
  get sales on the global app. Miracle also happens to run a
• 1:14
  restaurant in Sun City in Abuja. And he did the smart move of
• 1:20
  trying to put himself on the global app because remember,
• 1:24
  therefore, those of us who run businesses are first and our
• 1:27
  primary function, it should try and be everywhere that our
• 1:30
  customers are because we're trying to chase market, we're
• 1:33
  trying to create a customer, we're trying to make some money.
• 1:37
  So it only makes sense that if we think our customers are on
• 1:40
  this app or that app in this location or that location, we
• 1:45
  owe it up to ourselves at the very least to go and taste,
• 1:48
  taste and see if they are there, then continue.
• 1:51
  If they are not, we can always make AU turn.
• 1:53
  This is life, you know, there's nothing that is set in stone.
• 1:56
  So even though Miracle has a physical restaurant, if you got
• 1:59
  this global thing, may I try himself?
• 2:02
  Let me just give you one shot. Now, for those of you who don't
• 2:04
  know what global is or by the way, any information that you
• 2:07
  hear, you know, here what I'm trying to talk about facts and
• 2:10
  things. Please make sure that you go and
• 2:12
  verify because I'm human, I make mistakes and sometimes the gist
• 2:16
  that I've heard is not correct. So verify.
• 2:19
  But if I'm saying anything and we're talking about principles
• 2:22
  of sales and marketing, rest assured you can take it to the
• 2:25
  bank. That one is 100% correct.
• 2:27
  But if I'm talking about facts and figures of this business or
• 2:30
  that business, I beg go and verify first.
• 2:33
  Don't say because I've said it that you know what I've said is
• 2:35
  truth. So global for those of you who
• 2:40
  live in Abuja and in Lagos, because the vibe I'm getting is
• 2:43
  that global is mostly like a Lagos and an Abuja thing.
• 2:47
  So those of you who live in pH, you know, if Global is in pH,
• 2:51
  let me know UKD people, if Global is there, let me know
• 2:56
  where else. If Global is in Sokoto or
• 2:58
  wherever or in by Elsa, just let me know that OK, we have global
• 3:01
  over here. But for now, global GLOVO, the
• 3:05
  impression that I get is that is mostly Lagos and an Abuja thing.
• 3:10
  Now Global is a mobile app, of course.
• 3:13
  So it's a map on your an app on your phone that originally came
• 3:17
  from Spain. That's the gist that I had but
• 3:20
  like I said go and verify. If I'm wrong please let me know.
• 3:25
  So originated in Spain and their day behind it is on demand
• 3:29
  delivery services. In other words, it is supposed
• 3:32
  to be an app where you will order anything you want.
• 3:36
  If you want paper, order. If you want to buy scissors,
• 3:39
  order. If you want to buy cabbage,
• 3:41
  order. If you want to buy anything at
• 3:43
  all, order OK, apart from human organs.
• 3:47
  So that's supposed to be what the app is meant for.
• 3:52
  But in usual practice, in normal practice, what I'm seeing now,
• 3:57
  just based on, you know, people around, you know, my cousins
• 4:00
  here and there, because there's this cousin of mine here.
• 4:02
  He's a foodie. The guy can't show up like the
• 4:04
  guy likes to lamb. As in he's he's half my size,
• 4:09
  but twice my weight. You know, that's how bad The
• 4:11
  thing is every time I see him, I'm like, I bro, you need to
• 4:16
  take some action anyway, so the guys are foodie.
• 4:18
  So it's one of these global people always buying food from
• 4:21
  global. Although in my own opinion, I'm
• 4:23
  wondering if I buy something and you know, the food is worth like
• 4:27
  8K and then delivery now enters like 5K like like was the and it
• 4:33
  does Misha doesn't make sense to me, but there's some people that
• 4:35
  do that. So based on what I'm seeing,
• 4:40
  based on what I'm hearing as I see most people when they go on
• 4:43
  global, what they do is they order food from restaurants or,
• 4:47
  you know, they buy one or two groceries, or maybe you buy
• 4:50
  medicine, you know, pharmacy stuff.
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  And then maybe, you know, some, some retail things, you know,
• 4:55
  like soap, face cream, you know, all these all these kinds of
• 5:00
  stuff. So that's what most people seem
• 5:01
  to use global for. So if you've never heard of
• 5:04
  global before, GLOVO, in my own opinion, from the small
• 5:09
  interaction I've been doing to people, it looks as if that's
• 5:11
  what global is all about. I remember what I said at the
• 5:14
  top of the show that as business people, our primary homework
• 5:19
  will wake up every day is you try and figure out where our
• 5:22
  customers, where our clients, how can I reach them?
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  How can I penetrate that space where they're there?
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  Because the goal is I'm trying to make some money and money
• 5:30
  will not come and find me in my own house.
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  So I have to look for a way to go and target these people.
• 5:36
  So even like Miracle, you have physical restaurant and then it
• 5:39
  looks like this global thing, they pop off, you go and give it
• 5:41
  a try. So where was I?
• 5:46
  So as a vendor now, because global, these things, you call
• 5:50
  them two way market, 2 sided marketplaces now.
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  So you have global in the middle and then on one side you have
• 5:56
  vendors that's people like you and me.
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  You know, those of us with a fine market we're looking for
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  customers will be on global. Then we also have people, retail
• 6:05
  customers, people like my cousin who likes to drop, he's there,
• 6:09
  he's the clientele, he's the consumer.
• 6:11
  So that's how these things operate.
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  You call them two sided marketplace, the app is there,
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  vendors the one side and then customers, they're on the other
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  side. So the vendors now on Global
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  like Miracle in Abuja who has this restaurant they have, you
• 6:29
  don't have a profile. I just call all of them profile.
• 6:32
  But you know, depending on the app that you're using, the name
• 6:36
  will change. So for Global, they don't call
• 6:39
  it profile, they call it storefront or they call it
• 6:41
  listing. So that's what you have as a
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  vendor, you have storefront or listing.
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  Now when Miracle called to say that this Global thing is not
• 6:50
  popping off, it's not working. What I told the guy was you know
• 6:52
  what right now on the air, so we can't really talk in detail.
• 6:54
  So send me a WhatsApp message less let's talk in detail, but
• 6:58
  the guiding sent a WhatsApp message.
• 6:59
  So anyhow, let me just make this episode and just throw it up
• 7:02
  like that. Just freestyling on the matter.
• 7:05
  Now the reason why I said the guy should send me WhatsApp
• 7:08
  message, let's let's Yan is because when you're trying to
• 7:11
  diagnose when something is going on in this kind of situation,
• 7:14
  whether you're on global, whether you're on Jumia, excuse
• 7:17
  me, whether you're on Conga or whether you're on Amazon or any
• 7:20
  of these two sided places, there are lots of factors.
• 7:24
  So we need to ask some questions before we can drill down and
• 7:26
  figure out exactly what's going on.
• 7:30
  So I told you guys now that first thing as a vendor, you'll
• 7:35
  get storefront. So on the storefront now there
• 7:40
  are some things that now comprise the storefront that we
• 7:43
  now have to start checking 1 by 1 by 1 to figure out where is
• 7:47
  this problem coming from. The storefront, definitely you
• 7:50
  have a name. Your name has to make sense.
• 7:53
  By the way, don't go and collect a name that is off putting.
• 7:57
  Then #2 logo, your business logo #3 images.
• 8:03
  Since Miracle is in the food business, images is very, very,
• 8:07
  very, very important for him. Now, I don't think Global does
• 8:11
  service businesses like me as a business consultant.
• 8:14
  I don't think I can have a profile on Global.
• 8:17
  But for somebody who is selling food, the image gets to be on
• 8:22
  point, The photography gets to be of good quality.
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  Because remember, the whole point when we get on these sorts
• 8:29
  of thing is we're trying to make ourselves appealing.
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  We're trying to make ourselves enticing.
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  We're trying to make somebody run after us.
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  So if we take a picture, I mean like you are soon might be the
• 8:40
  best in town, might be the best in the world, but excuse me, if
• 8:45
  your picture is shaky and grainy as if it's your two year old son
• 8:48
  who took the picture, then it's not going to help you.
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  Then there's also the menu that is part of your storefront on
• 8:58
  Global or your catalog. And then there's ratings and
• 9:01
  reviews. So there's other ways that we
• 9:06
  can go about this, but for me, I would have started asking
• 9:10
  questions about these things. First, let's try and figure out
• 9:12
  what the problem is. Has your profile, has your
• 9:15
  storefront, has your listing, has everything been set up
• 9:19
  right? So the reason why is this, since
• 9:28
  all of us here now, all business people, we'd be hands on people
• 9:31
  who say things called SEOSEO just means search engine
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  optimization. Search engine optimization just
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  means how can people find me online?
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  And a lot of times when people asking their questions, how can
• 9:43
  people find me online, the question they are trying to
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  answer basically is how can people find me on Google?
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  So the scope is the same. The same way we want to organize
• 9:52
  everything, our websites, our photos, our you know everything
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  so that when people search they will find us sharply on Google.
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  The scope is the same when you're on Global, when you're on
• 10:07
  Amazon, when you're on Jumia, when you're on Conga, the scope
• 10:12
  is the same. How can people find me easily on
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  these sites? So that is just the scope.
• 10:19
  So in theory and in practice, if you optimize your profile, your
• 10:26
  storefront, your listing, well, it should make it easier for you
• 10:32
  to get orders. So course of action number one,
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  whenever these kinds of things happens, I try and see how far
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  with the profile you don't optimize.
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  Is it optimized? That is the main thing.
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  So how to optimize your storefront, your profiles, your
• 10:51
  listing, your account, your whatever it is is we now take
• 10:55
  this list that I've come up with and start going small, small,
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  small, small, small. Remember I said there are some
• 11:00
  other things that will need to be fixed, but if we start with
• 11:02
  these first, how many is it for IB5IB6 anyhow?
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  Sure, if we start with these ones, we are beginning to now
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  diagnose what's the problem. So that's the reason why I
• 11:12
  wanted to have a conversation with the guy.
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  You send me a screenshot, Let me see, let me see the profile.
• 11:18
  Let's look at the photos. What's the quality of the photos
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  like? You don't have to go and be a
• 11:23
  professional photographer anymore because the phones that
• 11:25
  we use nowadays are solid, solid die.
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  For instance, yesterday I was in a meeting with a lady who runs a
• 11:33
  charity and the charity is against gender based violence
• 11:37
  and rape. And we're discussing, you know,
• 11:39
  some other things, how I can support our project now She uses
• 11:43
  iPhones. She uses 2 iPhones.
• 11:46
  Then I was talking about how her phone is very sexy because
• 11:49
  iPhone is a very sexy phone. It's like, I bet this phone,
• 11:53
  this one is old is something something something.
• 11:55
  I told her, you can sell two of them.
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  Of course it has 2, so you can sell two of them.
• 11:58
  You buy iPhone 16 at least you see it like A600K, she said.
• 12:03
  She say where I said iPhone 16 is in relaxation cases.
• 12:07
  No, she says one point something I say.
• 12:10
  I do realize that iPhone is very expensive and so that's actually
• 12:13
  was checking out my phone. I said which phone is this?
• 12:15
  And I saw this Jiaomi. She said Jiao Guinea.
• 12:18
  I could. Yeah, of course she's Zebo.
• 12:19
  She said Jiao Guinea. I said Jiaomi.
• 12:21
  Now you know, I heard of Jiaomi. She now turned.
• 12:23
  I saw the box. He's saying he's read me.
• 12:24
  I said he's all the same now and read me.
• 12:27
  Yes, lots of people say read me, but the original name is Jiaomi.
• 12:31
  And then she starts saying, I mean, my phone self is good.
• 12:33
  My phone is is correct and picture quality is on point.
• 12:37
  So what I'm trying to say is you don't have to hire an expensive
• 12:40
  photographer. If you have two iPhones, any of
• 12:43
  those iPhones will be good. If you're using China phone like
• 12:46
  me, you're using Xiaomi. Even Xiaomi itself is good.
• 12:48
  It's on point. All you have to do is make sure
• 12:53
  that the place where you're shooting your food, make sure
• 12:55
  that is well lit and clean. If you can put it next to the
• 12:58
  window for that natural lighting will be good.
• 13:01
  If you want to try and use ring light and all those sorts of
• 13:03
  things, it can work. It's just that, to be honest,
• 13:07
  especially as a former photographer, that kind of
• 13:10
  deliberate technical lighting, it requires a lot of skill and
• 13:13
  training. So you have to go online work to
• 13:16
  get good results from that. But if you open your window, you
• 13:21
  carry nice white bed sheets, cover the window so that as the
• 13:24
  light is coming through the window, the light is now soft
• 13:27
  and diffused. You get a good, you get a good
• 13:30
  shot. I'm just trying to show you how
• 13:32
  you can get good pictures without having to go and watch
• 13:34
  YouTube. But yes, if you want to watch
• 13:36
  YouTube and get ring light and then flash and then this light
• 13:40
  and that light, Oh, sure, no problem.
• 13:41
  You know, it's all up to you. But I'm just trying to let you
• 13:44
  know that if you have a table, you have a window and you have a
• 13:48
  white bed sheet to cover the window so that as the sunlight
• 13:51
  is coming through, the sunlight won't come harsh and yellow.
• 13:54
  You know the bed sheet to now, you know white.
• 13:57
  If I that light make it nice, make it smooth.
• 13:59
  You can get some good shots. Then you also make sure that
• 14:03
  your background is, is clean. If you're taking picture of food
• 14:09
  and then in the back people can see your children's toys, you
• 14:12
  know, it's somehow so you just clean up the, the whole place,
• 14:16
  you know, before you take the shot.
• 14:17
  So those are the kind of things that we worry about now when we
• 14:20
  talk about photo quality. Any phone, whether I was Xiaomi
• 14:24
  or his iPhone or anything in between is is good.
• 14:29
  You can start with that. You want to hire a professional
• 14:32
  photographer in the future. That's not a problem, but you
• 14:35
  can start with this. For now, the most important
• 14:37
  thing is lighting. Let there be adequate light.
• 14:41
  Let the light not be harsh, let it be smooth.
• 14:43
  Hence I say white bedsheet. In case you're taking the
• 14:46
  picture late in the afternoon, White bedsheet will now soft
• 14:50
  smooth everything. Make it nice and clean for you.
• 14:52
  The background. Make sure that the background is
• 14:55
  clean. Don't take a picture of your
• 14:59
  food and then the towel that you used to bathe in the morning is
• 15:01
  in the background. Children's toys are in the
• 15:04
  background, or maybe your wife is watching Netflix and people
• 15:08
  can see her in the background. Make sure the background is
• 15:11
  clean. Then plating is also a problem.
• 15:16
  Oh well, not a problem. Something you have to pay
• 15:18
  attention to. Now this is something I did not
• 15:20
  like when I was a photographer. So for me, I used to say, look,
• 15:23
  you are the chef. You are the one that will
• 15:25
  arrange the food. Yeah, I don't know anything
• 15:26
  about this. Arrange it as you like it, but
• 15:29
  there's an art to it. You have to arrange the food in
• 15:32
  a way that the colors will blend this way that you plate it so
• 15:36
  that it look clean and appealing.
• 15:38
  Because there are some places. My wife took me to this joint.
• 15:42
  I was called Amana Joint. Amana Hot, Amana Hot in in Abuja
• 15:47
  in which place again towards our poolside and I went there.
• 15:52
  So my wife bought Amana. So what they do was they took
• 15:54
  the plate, they put the Amal inside.
• 15:56
  I was not thinking they'll bring a separate plate.
• 15:58
  But no, they use this local, this thing that used to scoop,
• 16:03
  scoop about an amala. They used it to press the amala
• 16:07
  down. They now poured the soup inside
• 16:10
  the middle of the amala. And that's my I said, what is
• 16:15
  this my office like? No, that is how they eat it.
• 16:17
  I said, look, this, this is terrible now.
• 16:18
  Like what kind of rubbish is this?
• 16:20
  Because I'm thief, I'm from Banner state.
• 16:22
  The way we do it is you put the pounded yam in one place, you
• 16:26
  now put the soup in another place, Which one that you put
• 16:28
  the food in one plate. You now squeeze the middle down.
• 16:31
  You now come and pour the soup in the middle of the something I
• 16:36
  think just looked just look dirty.
• 16:39
  My own opinion shot those of you who are my lighters are who
• 16:44
  you're about people. You know I'm not I'm not I'm not
• 16:46
  insulting you guys, but for me just looks dirty.
• 16:49
  So in my opinion, sha, you are taking photos for global.
• 16:54
  Not everybody is a, you know, a core amaletor like that.
• 16:59
  Maybe you should not take the picture that way that you put
• 17:02
  the amala, you press the amala down, you know, come and pour
• 17:05
  the beggar inside. I honestly think plate it, put
• 17:09
  the Amala one side, put the beggary one side, arrange the
• 17:13
  meat, arrange the everything and then, you know, I don't know,
• 17:18
  maybe stylishly put the bottle of Coke, chilled Coke, Coke that
• 17:23
  is sweating, you know, make the picture look appealing.
• 17:26
  So you understand, you get the gist.
• 17:28
  So that is it on photos, photo quality.
• 17:33
  Then for the menu descriptions, want to make sure that we
• 17:35
  describe things in a very compelling and in a very
• 17:38
  appealing way. Don't just go and put amala and
• 17:41
  bakery. Then leave it like that.
• 17:43
  Put some text. Since I'm not in the business
• 17:47
  for now, I have to go and do some research.
• 17:49
  I cannot recommend any particular way of talking about
• 17:52
  the food, but you can just put Amalan Bakery and leave it like
• 17:55
  that. We need to put some appealing
• 17:57
  text. There have been some Nigerian
• 17:59
  chefs who are even taking things a step further.
• 18:02
  They don't just do Amalan Bakery, they will try and
• 18:05
  install putting the Amala around.
• 18:06
  They will try and maybe put it in like ribbon format.
• 18:09
  I've seen something like that and then they will now give it
• 18:12
  one gourmet name. You know, you say it is on
• 18:16
  gourmet gourmet yam something something there's a way that
• 18:20
  they do each other. You make it sound French.
• 18:22
  So you know, do all those stuff. Make sure that the menu make
• 18:26
  sure all your text is appealing. Then another thing that I
• 18:29
  mentioned is this global Jumia conga.
• 18:35
  What else? Amazon, in all of them, two
• 18:38
  sided marketplaces where the app is there, those of us that are
• 18:42
  vendors are there. Then my cousin that likes to eat
• 18:45
  the customer, them, they're there.
• 18:47
  Or whatever service it is that you sell, the people who are
• 18:49
  going to be buying your product or your service, they're there.
• 18:51
  Now, these options, whether we like it or not, this is the
• 18:56
  honest truth. These people are there to make
• 18:58
  money. I want you guys to let that
• 19:02
  thing sink in. The person that created this
• 19:04
  global app in Spain, the guy wants to make money.
• 19:08
  He didn't just create a marketplace so that he can
• 19:10
  connect you to your customers for free, then him he will not
• 19:15
  collect anything. That is the reason why these
• 19:18
  people Global Jumia, Amazon conga, they have opportunities
• 19:24
  for paid ads for increased visibility.
• 19:27
  So in other words, yes, I'll put if the customer types Amira and
• 19:31
  Gregory will show all the Amira and Gregory there.
• 19:34
  But if you pay me Mr. Global, if you pay me Mr. Global, a small
• 19:40
  fee, I will put your own name on top or I'll put your own big so
• 19:44
  that other people will see you and decide to try your own.
• 19:48
  And to be honest, to be honest, this is how these people make
• 19:52
  money. This is part of the ways that
• 19:53
  they make money. So let's not run away from that
• 19:57
  reality. The only thing is we should be
• 19:59
  asking ourselves how much does the advertisement cost?
• 20:02
  How much can I afford to run now just to test to see whether this
• 20:07
  thing works? How much am I willing to risk
• 20:10
  and what is the potential upside?
• 20:13
  Those are the questions we should be asking.
• 20:15
  But at some point, you can't say you're going to be on these apps
• 20:19
  and you're only going to do a free organic growth.
• 20:25
  The problem with organic growth is organic growth takes time.
• 20:28
  Organic growth means you don't do promo, you don't do
• 20:31
  advertisement, you don't pay to push in any way.
• 20:34
  So you expect people to find it on their own, to like it on
• 20:38
  their own, to refer it on their own.
• 20:40
  Let's be honest, that process takes time.
• 20:43
  If you have time, that is fine. If you don't have time, you
• 20:48
  might have to try more aggressive paid strategies.
• 20:53
  Then finally, I also pointed out that one of the reasons why
• 20:56
  somebody like Miracle can be on global, I didn't say this is his
• 21:00
  own case. So, but I'm just saying it's
• 21:02
  also a possible reason why someone can be on these sorts of
• 21:05
  apps Global Conga junior, Amazon and business is not smooth.
• 21:10
  Business is not working is operational excellence.
• 21:16
  Operational excellence just means do you guys deliver on
• 21:19
  time when deliver, is the food hot and fresh?
• 21:25
  What else? OK, sort of fresh.
• 21:28
  Does the thing now taste good? What else?
• 21:32
  If it doesn't taste good and somebody's angry, is there a
• 21:34
  line that somebody can call for customer service?
• 21:38
  When the person calls for customer service, the person who
• 21:41
  answers the phone is the person professional, polite, caring,
• 21:46
  willing to find out what happened so that they can
• 21:48
  resolve the problem. Or did you just hire one of your
• 21:51
  cousins from the village who doesn't give an F and your
• 21:54
  cousin is rude and brash and turns customers off?
• 21:58
  These are all the things around operational excellence.
• 22:00
  So The thing is, you can optimize everything on Global,
• 22:07
  correct? You select the right name, the
• 22:09
  logo is beautiful, the images are to die for.
• 22:13
  As in they are appealing. Your menu, your catalog, your
• 22:16
  words, everything is solid. Very, very good.
• 22:22
  But then if you mess up on this operational excellence, by the
• 22:25
  time the food gets to them is cold or by the time the food
• 22:28
  gets to them, the food has started to smell or they had a
• 22:32
  good whatever. There was one or two command,
• 22:34
  they called customer service. Your cousin was now rude.
• 22:38
  These people will now go and give you one star.
• 22:41
  That's where everything will not counsel because remember I said
• 22:45
  now your storefront, your ratings will be there and people
• 22:49
  come and they see that 20 people tried you out of the 2018 of
• 22:54
  them gave you one star and then two people gave you 5 star is
• 22:59
  problem. People will not focus on the two
• 23:02
  people that got fight that gave you 5 star.
• 23:04
  They'll focus on the 18 that gave you one star.
• 23:07
  So operational excellence, that is what will now kill ratings
• 23:12
  and reviews. Why we need the rating and
• 23:16
  review is that is where referrals will come from.
• 23:21
  If somebody has a good, you know like let's say my wife goes all
• 23:26
  over and she tries it and the Amala is on point, she will tell
• 23:29
  me no, I tried this up, the Amala was on point.
• 23:32
  Let's order. When she goes to work, she will
• 23:35
  now call her friends a kilichi. You know how last time we went
• 23:39
  to this place, this place, this place, I have found another
• 23:41
  whatever, but this one is online.
• 23:43
  Let's order, let's try for lunch.
• 23:46
  That is where referrals will come from.
• 23:50
  Then on the app itself, on the global, on the Jumia, on the
• 23:56
  Amazon, on the whatever. Since people are seeing the
• 23:59
  ratings and the reviews, they'll be now be willing to give it a
• 24:02
  try. You know, in marketing circles
• 24:05
  we call that third party validation.
• 24:09
  That means I'm thinking of buying something.
• 24:12
  I don't really know nothing, but I know that other people are
• 24:16
  saying that this thing is all right or this thing is worth is
• 24:20
  worth it. That is third party validation.
• 24:24
  So operational excellence, we can't run away from operational
• 24:27
  excellence. And you can see how because I
• 24:32
  say it on the podcast and some people don't get it that growing
• 24:35
  sales, improving sales is a holistic thing.
• 24:39
  Some people think in terms of tactics, what will I say or how
• 24:42
  will I say it? That will get people to buy.
• 24:46
  All that is important, which is why I talk about selling
• 24:49
  frameworks. But is a holistic something,
• 24:51
  everything working together to grow sales at the end.
• 24:55
  Because if I give you the right talk track, if you have the
• 24:58
  perfect things to say and you get people to buy when an
• 25:02
  operational excellence is 0, you are just you are you're digging
• 25:07
  your grief. Is that simple?
• 25:10
  No, I mean business grief. You know, nobody would die
• 25:13
  because of business in Jesus name.
• 25:14
  I'm not saying business wise, you're digging your grave.
• 25:18
  So a miracle from Abuja will be nice if you get in touch again.
• 25:24
  Let's talk, Let's see if I can help you figure out exactly what
• 25:26
  it is going on. But for those of you who have
• 25:28
  had that global is popping off in your city and you want to
• 25:31
  give it a try, these are the things you should be paying
• 25:35
  attention to. Like I said, there are other
• 25:36
  things. Well, please make sure you pick
• 25:41
  a nice name, make sure your logo it's nice and professionally
• 25:46
  done. Make sure your images,
• 25:49
  especially for those of you in food and fashion, food and
• 25:52
  fashion. I repeat food and fashion
• 25:55
  images, images, images. Please pay attention doesn't
• 26:00
  have to be protect professional. Like I said, if you're next to a
• 26:04
  window and you have white bed sheets, you can be managing for
• 26:08
  now, then your menu, your catalog, the way you describe
• 26:13
  everything has to be on point. The good thing nowadays is we
• 26:16
  have ChatGPT and Gemini. You can use those things to
• 26:19
  craft good descriptions of your products.
• 26:24
  And then please, I'm begging you guys, operational excellence at
• 26:27
  the end of the day because that will affect our ratings and our
• 26:33
  reviews and it will help us to get referrals.
• 26:37
  I'm pleased. I'm begging you.
• 26:39
  It is nice to get families involved, but if your cousin
• 26:42
  from the village has not been properly trained, do not put him
• 26:45
  on the phone. He will run your business down.
• 26:49
  I'm telling you this thing from experience.
• 26:52
  My father wanted to be a good upstanding member of the
• 26:55
  community and decided to get some of his cousins involved in
• 26:58
  business. And you don't need to watch
• 27:00
  Africa Magic to know how that turned out.
• 27:03
  As a boy, I saw it funny enough. Me and my wife get married and
• 27:09
  it turns out that even in my wife's family there are some of
• 27:11
  those issues as well. And they're funny enough.
• 27:14
  You meet other people and you hear similar stories in other
• 27:16
  families as well. Daddy or mommy decides to be
• 27:20
  nice. We sort of a business, a
• 27:22
  boutique, a pharmacy, a taxi company or whatever.
• 27:27
  You decide to involve uncle so, so, so and so or cousin so so so
• 27:30
  and so. They come and they crash the
• 27:32
  business. So I'm not saying don't hire
• 27:34
  your family members to do customer service or do whatever.
• 27:38
  Just train them first before you unleash your uncle on the phone
• 27:42
  and then he destroys your business.
• 27:44
  So that's all for today. Remember, if you have sales and
• 27:47
  marketing questions, you can call me.
• 27:49
  You can access, send me an SMS or WhatsApp me on 08064662140.
• 27:57
  Thank you very much for your time and attention.
• 27:59
  I'll catch you at the next episode.