Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / 4 Steps to Build a Sales System That Scales

Transcript

4 Steps to Build a Sales System That Scales · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

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Today on the podcast, we're going to be doing some end of
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year musings about sales and also about the podcast in
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general. So today what we're going to do
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is just talking in general about sales and also talking about the
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podcast and the reason why, sorry, excuse me.
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And the reason why is because of course, it's the end of year, so
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everybody has been getting their Spotify Wrapped and Spotify
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Wrapped. Sorry, excuse me.
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So Spotify Wrapped starts WRAPPED.
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It just shows a wrap up of what your listening habits were for
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the previous year. So for those of you who listen
0:43
to podcasts, who listen to music on Spotify, you've been getting
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a summary of all the things that you've been listening to.
0:51
You know, what are the top podcasts that you listen to?
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What are the top topics or you know, stuff like that generally,
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just so Spotify just wants you to see what you've been up to
1:03
for the previous year. So listeners of the podcast have
1:07
been getting their Spotify Wrapped and people have been
1:09
reaching out to me to say this is me, this is my Spotify
1:15
Wrapped. You know, I was a top 1%
1:17
listener. I was top 2%, I was a top 5%.
1:20
Your podcast was in the top three for me, top five, top 10.
1:25
And like I said yesterday, I've been really happy getting that
1:28
feedback from you guys because it's an honour for me.
1:33
And honestly, it really is. It's an honour that you guys
1:36
would listen to me. You guys would listen to me
1:39
regularly. In fact, that's the first thing
1:43
that I want to talk about. So it turns out that lots of you
1:46
who listened to the podcast last year, in 2025, you guys binge
1:50
listen to the podcast. And you know, binge listening
1:53
just means you load up a couple of episodes and then you listen
1:56
to everything straight. Funny enough, that's how I
1:58
listen to podcasts. I just loaded up and then I
2:01
binge. Now my wife on the other hand,
2:03
she takes her time like she picks an episode and then she
2:06
will listen. So she'll say today I want to
2:08
listen to the Honest Bunch. And then she would scroll
2:10
through the Honest Bunch and pick one episode and then
2:12
listen. Tomorrow she might say she wants
2:16
to listen to the Real Housewives of Atlanta podcast and then she
2:20
will scroll and then pick one episode and then listen.
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And then the day after that, you know, listen, but I binge.
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And so I've discovered that lots of you also binge listen to the
2:30
podcast as well. And for that I would like to say
2:33
thank you. Oh, sorry, I forgot if this
2:37
podcast is primarily a sales podcast.
2:39
So don't worry, we're going to get into the sales bit soon.
2:42
So if you like listening to shows around business growth,
2:48
acquiring customers, keeping customers happy, then subscribe
2:51
to the podcast on Spotify, iTunes, or any podcast player of
2:55
your choice. Then my name is Tavishima Ayedi.
2:58
I'm the host of the podcast. And if you want to get in touch
3:01
with me, you can call, send me a text message or a WhatsApp
3:04
message on 08064662140. You can reach out maybe to tell
3:12
me about your listening habits or preferably if you have any
3:15
questions around sales, around marketing, business challenges,
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I'd love to hear from you guys. So back to what I was saying.
3:25
Yeah. So a lot of you who've been
3:27
reaching out to me so far, you guys binge have, have a binging
3:30
habit. And my own opinion is neither
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good nor bad. And I'm actually glad that
3:35
that's what you guys do. However, I do want to point out
3:38
that I expect that if you binge listen to my podcast that you
3:42
are taking notes. I don't expect you to sit down
3:46
with a pen and a pad, you know, for the whole 3045 minutes that
3:49
every single podcast episode is on.
3:52
But if I say something and the thing seems to make sense, I beg
3:56
pause, then go and write the thing down or pause and then
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make a note on your phone. Because my goal in making the
4:04
podcast is not just I have thousands of downloads, so I
4:09
really appreciate the downloads I've got so far 60 something
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1000. So I really, really appreciate
4:14
it. And I have over 3500 subscribers
4:18
on Spotify. I really love you guys.
4:20
I really appreciate it. But the goal is not for me not
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to just acquire listeners for listener 6.
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I'm actually trying to inspire changing a couple of people.
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And I want people to reach out to me to say I listened to this
4:32
particular episode where you said this, I applied it, and
4:37
this was the result that I saw. That is the kind of thing I'm
4:41
hoping to hear from people. Even if somebody reaches out and
4:45
says, I listened to this particular episode, I tried this
4:50
particular thing and this thing doesn't work.
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Therefore I disagree with your recommendations even that.
4:56
I would be happy to hear that I'm trying to inspire changing.
5:00
So please take notes and apply. Then I also noticed that lots of
5:05
the people who listened to the podcast seem to listen to
5:08
Christian podcasts as well. And that is nice to know because
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lots of you are taking screenshots and then sharing
5:14
your list with me. So for those that I'm number
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one, I'm glad that I'm number one.
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But then for those I'm #3 #4 number 5I notice that top #1
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podcast, the Christian podcast, number two, Number three, I'm
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like, OK, looks like I have some religious folks over here on my
5:31
hands. By the way, if you're a listener
5:33
of the podcast and you're an atheist, you know, no, Yawa,
5:36
it's not a problem. I'm not saying don't listen to
5:38
the podcast. In fact, if you're an atheist
5:40
listener, you know, reach out to me.
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You know, let's let's talk because whenever people reach
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out and we talk, we don't just talk about business.
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I mean, we're human beings. So eventually we're going to
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talk about, you know, family and, you know, all kinds of
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things in general. So even if you're an atheist
5:57
listener, no holla, reach out to me.
5:59
Not a problem. Not a problem at all.
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Well, for those of you who have me as part of your listening
6:07
diet and you have some Christian podcasts as part of your
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listening diet, some theology podcasts or some gospel
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podcasts. I mean, we thank God and it's
6:16
it's good, but the advice is still the same.
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I beg listen and apply. So when you are listening to
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other people, listening to other Christian podcasts, don't just
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be listening for listening sake. Somebody says something, the
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thing makes sense, listen and apply.
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So it's like me, I listen to podcasts around marriage because
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I mean, you know, now for those of you who have married, you
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know that marriage is not easy. You guys are coming from
6:45
different backgrounds. You guys have different
6:48
aspirations. You're different people trying
6:50
to build a life together. So marriage is not easy.
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So I listen to parenting podcasts, and I listen to
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podcasts around marriage, and I hear something.
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I'm like wisdom, wisdom. I need to apply that.
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So for listening, for listening sake, there's a problem.
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When we listen to apply, it's good.
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So I'm glad that I'm #3 #5 on your list and that Christian
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podcaster #1 #2 #3 still, the advice is the same.
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Be noting things down, be applying one or two things.
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In fact, as one listener that I've been in touch with, well,
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I've only had one conversation with her and she sent me a
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screenshot and I was surprised to discover that she's a
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Calvinist. You know, I looked at the
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podcast, number one, number two, number three, I think I was
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number 4. Then it was #5 number six.
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I was like, wow, she's a Calvinist.
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And I was surprised because I didn't know that we have
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Nigerian Christians who are in the Calvinist tradition.
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I always assumed it was an American sort of thing.
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So anyway, cool. Just nice to see you guys.
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It's, it's nice to put a face or put an ear shot to be able to
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concretely know the people who listen to my podcast.
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So that's good. And I think the overall general
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thing that I can take away from this is when I was a boy, my
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catechism teacher, Mrs. Ugandan. Yeah.
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Mrs. Ugandan, she was my first catechism teacher.
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She used to tell us, what does it profit a man if he gains the
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whole world? What loses his soul?
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Of course, it applies to women as well.
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To women, What does it profit a babe if she gains the whole
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world but she loses her soul? And I think kind of stuck with
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me. So it's nice to see that I have
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brothers and sisters out there from different traditions who
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are also thinking the same thing, who wake up every day and
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who say I must hammer, I must make this bastard money.
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However, I will not lose my role in the process.
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So as we meet ourselves, let's be encouraging ourselves.
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Those of us who believe that we can acquire this creepsy money,
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this good money, this as in like filthy money, like bastard money
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as in you know, so we should be encouraging ourselves, you know,
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while on the same Rd. we'll get this money, but we're not going
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to sacrifice ourselves in the process.
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Now let's get straight to the sales related things.
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There was one guy who told me that I was really happy that he
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discovered podcast and he interacted with me because until
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he interacted with me, he thought that sales was a one
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time offer. Now when he said that, nothing
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really gladdened my heart. It really, really gladdened my
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heart because that is one thing that I've been trying to pass
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across with the podcast since day one.
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Lots of people think sales is a one time thing.
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I have a product, I have a service, I have something to
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sell. Nothing cost 2.5, I sell the
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thing for 2.5 MI, collect my 2.5 M and then everything is done.
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Nothing gummy, nothing gum you I think look, that can be far.
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That is the farthest thing from the truth when it comes to
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business. Excuse me.
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And it's kind of short sighted and this is what we see in
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Nigeria all the time. Somebody told you they want you
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to buy the product or the service, but the moment they
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collect your money and they deliver the thing they just
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caught as in the cut off from you, nothing again, nothing
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joiner. Whether you're happy, they don't
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care. Whether you're sad, they don't
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care. Do you think what they don't
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care down is you know they have collected the money.
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There are too many Nigerian entrepreneurs who run around
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thinking that sales is a one time offer that once you collect
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the money, that's it, it has finished.
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That is an incomplete picture of what sales is.
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So through the broadcast, I've been trying to let people know
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that the goal when it comes to growing our revenues is to
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maximize something that you people in the tech space like to
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call CLV, customer lifetime value.
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That is not just about the amount of money you collect now,
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but it's about the amount of money that you could collect
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potentially from a customer, from a client over a set period
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of time. In other words, if you sell
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cars, it is not just about the car that you collect.
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You sell somebody today. The real money comes when
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somebody buys a car from you today in 2025, then they come
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back in four years in 2029, and then maybe another three years
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after that, they come and buy another car from you again.
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And maybe in between, they send three or four people to come and
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buy from you. Now imagine if you have a
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customer base for whatever you sell, whatever product or
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service that you have, and you have just 10 customers like this
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in your life. Imagine just 10 people who are
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buying repeatedly from you, and somehow, somehow every 2-3 years
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they're sending four or five people your way.
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Imagine how sweet your business life will be.
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That is what we should be aiming for when it comes to growing our
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businesses, growing our revenue. It's not just a one time thing.
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We're trying to get repeat purchases.
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We're trying to get referrals or introductions.
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We're trying to maximize customer lifetime value.
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And I think the first time I spoke about it on the podcast, I
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used an example of when I was in Kano, the thing that really
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opened my eyes back when I was in Kano during my NYSE, excuse
12:35
me, For those of you who are not Nigerians, NYC is the National
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Youth Service Corps. That is the mandatory
12:40
paramilitary service that we all go through.
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And it's supposed to be part of national development.
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So we work in different communities all over Nigeria.
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It's supposed to expose us to people from, you know, different
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people with different cultural values, different contexts,
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people from different economic backgrounds.
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And so that's the reason why you could have like a lower middle
13:02
class kid like me who grew up in Abuja and Lagos going to serve
13:08
in rural communities in Kano. So while I was there now because
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I like to eat and I also stayed with a guy who liked to eat,
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nice Cameroonian guy, DDA. Shout out to DDDDDA Beku, nicest
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guy I've ever seen. Took in a total stranger who
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didn't know me from anywhere and I asked him why.
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He said, well, my spirit just agreed with you and he's a
13:30
correct guy. Because to be honest, the level
13:32
of kindness that DDA showed me, I have never shown anybody.
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And to be honest, I don't think I can show anybody that kind of
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kindness. I don't know if I can open my
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heart to my house to a total stranger.
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So DDA was a correct guy. When you guys are praying, pray
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for him please. He's a correct guy.
13:50
So what I used to do now was every day I'd buy a loaf of
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bread from one Meshai who was on our street.
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Meshai are the local vendors like they they make tea and
14:02
bread with egg. But of course, you know even
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Meshai, they have upgraded the UVP, the unique value
14:08
proposition. So Meshai nowadays they also do
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Indo Mia as well. Correct Indo mie indo movie egg.
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And then if there's a suya person nearby, especially at
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night, you can combine the 2. So you go and buy suya.
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You give it to the Meshai. The Meshai will mix the suya in
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the in the Indo Mie. Then you, you take it, you, you,
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you move everything down with a nice hot cup of tea.
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Man, that is the life correct living.
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That's how you flex meshai with Indo mie.
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That's a nice way to chew. So I used to buy a loaf of bread
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from this guy. If I was broke, I'll just buy
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one. If there was money, I'll buy 2.
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Because what we'll do is when the day comes home, because the
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day was a, was a mechanic, although I used to call him
15:01
engineer, he said no, that he's not an engineer, he's a
15:02
mechanic. So he comes home, you know,
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we'll just sit down in front of the TV and then we'll be
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watching news, be drinking tea because during Hammer Tan in
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Kano, Kano is cold. During Hammer Tan, cold, very
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cold. So we sit now watching tea, now
15:21
watching TV and drinking tea and be abusing politicians, you
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know. So as you abuse this politician,
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you call small bread put in your mouth and they chew and they
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abuse another politician call small bread.
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So between me and the D, that's how we used to just consume
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bread. So I used to buy from the Michai
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one loaf of bread if I was broke, if I have money, 2
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loaves, 3 loaves. Also because DJ is now married,
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but the lady was dating at the time, Olama, who is his current
15:47
wife. You know, she'll come over to
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you don't know how we can't be eating bread and all of my is
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not eating anything, you know. So she will join us, although
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she is not as if she was a bread person per SE.
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So that's how we'll be eating bread, drinking tea, abusing
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politicians. Then I was in Kano for over a
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year by the time I was leaving. Now I told him a shy that I was
16:09
going and the guy you could see that he was sad.
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Then he said prayers for me. I don't understand how so, but
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I'm assuming that the prayers were good.
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So I kept saying Amen to the prayer.
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I kept saying I mean to the prayer and then he dashed me two
16:25
loaves of bread. So when I went inside, I told
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you did and see what happened and the day said of course.
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Now why would he be sad? I said, what do you mean?
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He said calculated. Now how long have you been here?
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Over a year. He said, how many loads of bread
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have you been buying from this guy?
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And I thought about it, one loaf of bread every single day.
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If there's money, I'll buy two or three.
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And he said, do you know how important you have been to these
16:50
guys since you've been here? It was then that I understood
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the idea of customer lifetime value.
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Some people, when they sell a loaf of bread and you make a
17:01
profit, 500 naira, you think that 500 naira is key.
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You don't realize that the goal is, if you can call, tell
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somebody to come and buy one loaf of bread from you a week,
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excuse me, and collect 500 naira, but the person never come
17:15
back again. What have you profited?
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What is your gain? But if the person buys one loaf
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of bread from you, so excuse me, the person buys a loaf of bread
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from you, your profit is 500 naira.
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But the person buys 4 loaves over the course of a month.
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That is 1 loaf every single week.
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Your profit is now 2000 on top of that guy.
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Hope you guys are seeing the math now.
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One purchase, this customer was only worth 500 naira to you.
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If you get the guy to come and buy five times, this person is
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worth 2000 naira to you in a month.
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Now assume that this person buys these 4 loaves every single
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month for the rest of the year. You can see how if you get one
18:02
loyal customer at the beginning of the year 2026, you can see
18:06
that it is not just worth the money that you collect now, but
18:09
the money that you collect weekly or monthly or yearly or
18:13
quarterly or whateverly. That is the real worth of the
18:18
customer. That is when I understood what
18:21
customer lifetime value means when I was leaving.
18:25
The reason why that guy was sad was because the man knew they
18:29
made shy. He knew that as I was walking
18:32
away. So excuse me, back then bread
18:35
was really, really affordable. You know, maybe like 300 naira
18:37
or something like that. So I don't know.
18:39
His profit margin was as I was walking away, he knew that it
18:42
was not 300 naira that was walking away.
18:45
Remember, I used to buy bread every single day.
18:48
It was 300 naira times 7, then 7 * 4, then 4 * 12 for the rest of
18:59
the year. So I repeat, I can't remember
19:01
anyway, but let's say back then bread was 300 naira.
19:04
This guy knew that the amount of revenue that was leaving because
19:07
I was leaving Kano to go back to Lagos, the amount of revenue was
19:10
300 naira for one loaf of bread. Remember on days when I had
19:15
money, I'll buy 3. So we can really really enjoy
19:17
ourselves and abuse the politician as well as we're
19:20
watching news. NTA news.
19:22
So what the man saw leaving was 300 naira.
19:26
That's one loaf of bread a day. I didn't talk about the egg that
19:29
I will buy or the Indo media or buy just the bread.
19:34
So 300 now for a loaf of bread multiply that by 7 days.
19:40
I'm not good at math so let me not let me not deceive myself
19:42
OK? Let me try it. 300 * 7 that
19:45
should be what was that 2100? I mean 2100.
19:50
You now multiply that 2100 by 4 weeks in a month.
19:54
So that's 21 by 4. That'll be 48.
19:58
That'll be 8 thousand 8400. I'll be if I'm correct, 8400 a
20:03
month. You now take that 8400 a month
20:06
and then multiply that by 12. Now my math is another good so I
20:09
don't know what it is, but do the math yourself and you will
20:12
see that when I told the guy that I was going back to Lagos.
20:17
He knew that that was the amount of revenue that was leaving.
20:20
Sales is not a one time offer. If you're looking at as it as a
20:23
one time, your view about sales and business growth is
20:28
incomplete. It's limited, it is stunted, it
20:31
is not helping you. You should be trying to maximize
20:33
customer lifetime value. The big revenue comes on the
20:37
back end. I repeat, the big, the big
20:40
revenue comes on the back end. The goal of your sales programs,
20:45
of your sales efforts, of your sales campaigns, of your sales,
20:48
whatever is to get people to buy again and again and again.
20:52
That's where the good money comes from is to get people to
20:55
come and refer you to other people, introduce to other
20:59
people so they come and buy again and again and again.
21:02
That's where the money comes from.
21:07
So even if it's only that one person who reached out to me to
21:10
tell me that he was glad he discovered the podcast and this
21:13
was the thing that he learned that sales is not a one time
21:15
offer, even if he's the only person I've reached, I thank God
21:21
I've done something. I'm hoping I can reach one more
21:24
person today with today's podcast episode.
21:27
Your ideas about sales is limited, is incomplete.
21:30
It is stunted. Your idea about sales and
21:32
business growth, It has quite shocker and it's not helping you
21:37
and it will not help you. I repeat, the goal is always
21:42
yeah, the money is on the back end.
21:43
The goal is always repeat purchase, reference or
21:47
introduction. That is always the goal, always.
21:50
That's where the good money will come from and that's one reason
21:53
why I keep on referring to this guy.
21:54
Cycle Motor in Abuja car dealer. Whenever a repeat customer
22:01
comes, you know he puts it up on his profile, he appreciates
22:03
them, he shows them love, he brags about it is part of his
22:08
marketing campaign that me, I'm a car dealer where people don't
22:11
buy ones from me. They buy and then they come back
22:15
and then they buy for other people and then they refer other
22:17
people as well. That is where the sweet money
22:18
comes from. If somebody comes, if you're a
22:22
car dealer and somebody comes and buys 1 Mercedes-Benz from
22:25
you and the person never comes back or profit, is that to you?
22:28
You've collected money once and then what?
22:30
And So what? But then think about it, there's
22:33
this guy who you are who is who I bought 2 cars from back in
22:38
ours in Lagos. This is what happened.
22:41
My brother-in-law is one who bought the car from who you are
22:45
and we all seem like an OK guy. Excuse me, so my brother was
22:48
ready to buy a car. What do you think happened?
22:51
My brother-in-law Patrick took my brother there and so he
22:55
bought the car and after a while this new makes sense like this
22:59
car is studied the car correct? No problem, no mechanic issue.
23:04
So when I was ready to buy a car, guess what happened?
23:07
We went to move out to buy the car when mom she wanted to buy a
23:11
car. Guess what happened?
23:15
Now those are the ones that I know.
23:17
I don't know of any other person that my brother might have
23:19
introduced to or Patrick might have introduced to.
23:23
But think about it. This is where the good money
23:25
comes from. When you're a car dealer and you
23:28
do well for one guy and then the guy says brother-in-law, what's
23:31
up now? I should be won't buy a car.
23:32
I have somebody come and see, then after that one another
23:38
brother-in-law will come and buy.
23:40
Then after that one mother-in-law will come and buy.
23:43
That is where the good money comes from.
23:44
If you're a car dealer. So whatever you sell, cars,
23:50
bread, Bible, mobile phone, keyboard, consulting, dentistry,
23:57
architecture, whatever it is maximizing customer lifetime
24:03
value, repeat purchase referrals, introductions, that
24:07
is where the good money, the big money comes from.
24:12
So apart from the guy who reached out and to say thank you
24:15
very much, I learned something. I'm hoping I'll reach another
24:18
person today. Please.
24:21
I'm begging, I'm praying, I'm hoping that there's somebody who
24:23
is listening to the podcast now and this is his very first time
24:28
of hearing this kind of thing. If you think sales is a one time
24:32
offer, once you've collected money, to hell with the person
24:34
to blazes with the person. Your idea of sales has quite
24:38
shocker. It is incomplete, it will lead
24:40
to stunted growth and you will not be able to get that money
24:43
that you need to flex. If you like to eat Sharma like
24:47
me, your idea of sales is what stopping you from eating Sharma.
24:52
If your wife wants to travel abroad and you want to send her
24:54
abroad, your idea of sales is what is stopping your wife from
24:57
having an overseas travel. If your children say, daddy, we
25:04
want ice cream, but you say, what do you mean ice cream
25:06
getaway, go home and eat food. And the reason why I said this
25:10
is not because ice cream is bad for their teeth is because you
25:13
know your wallet is lean. It's because of your ideas
25:16
around sales that you cannot buy that ice cream for your kids.
25:23
Anyway, let me move on. Let me know rest too much on
25:25
this because OK, it's ready 25 minutes.
25:29
Then that same guy above from him saying that one of the best
25:33
things he learned from me is that sales is not a one time
25:35
offer. He also said that this one
25:40
conversation we had about the most important skill in sales
25:44
because he asked me what is the most important skill in sales
25:47
and he thought I was going to give him something.
25:49
Bam silver bullet. I'm answer to him was there is
25:54
no most important skill in sales.
25:58
He really valued that conversation that we had.
26:02
The reason why there is no most important skill in sales is
26:05
because it is contextual. It depends on you.
26:09
It depends on your deficiency. It depends on your skill set.
26:12
The thing that I need to move me along in sales is different from
26:15
the kind of thing that you need. It also depends on what it is
26:22
that we're trying to sell. So it is contextual.
26:25
There's no most important skill. But I told him that the biggest
26:29
thing anybody needs to realize, especially business people in
26:33
Nigeria, is to realize that sales is a system.
26:40
Let me repeat, sales is a system that works together because lots
26:46
of people in Nigeria assume that sales is toasting or sales is
26:50
tactics or, you know, a magic pill or something.
26:52
No, sales is a system. So there are collection of
26:56
things that serve as a foundation that you need all of
27:01
them working together in order to be good in sales.
27:04
So if you don't have all of these things working together,
27:08
then your business growth is going to be limited, is going to
27:14
be capped at a certain level. So sales is a system just like a
27:18
car is a system, just like your standing fan in your house is a
27:25
system. Your AC is a system.
27:27
Several things are needed for the thing to work together.
27:30
Let's go back to the whole thing about your car.
27:33
If the electrical system in your car is misbehaving, your car
27:36
won't work well. If the fuel system in your car
27:39
is not working correctly, the whole thing you know is not
27:42
going to work well. It's like your body is a system.
27:48
It is a problem with the lymph nodes in your in your body.
27:50
There's a problem. It won't work well.
27:53
Circulatory system. If there's a problem with how
27:56
the blood is running through your body, your body won't work
27:59
well. Muscular system.
28:01
If you're suffering from muscular atrophy, there's a
28:03
problem. Your body won't work well.
28:05
It's the same thing in sales. Sales is a system.
28:07
There are different things that are foundational.
28:09
Make sure you know what those things are and pay attention to
28:12
them. Now, the different ways of
28:14
breaking down what these systems are, but I choose to use a very.
28:19
I know some people say that I'm oversimplifying it.
28:22
The reason why I'm oversimplifying it is I'm just
28:24
trying to get people to understand because easy to
28:27
understand means easy to do. So excuse me.
28:32
So the first thing that is foundational to growing your
28:35
sales, the first part of the system, as I like to preach it,
28:39
is the one destination. Where are we heading?
28:41
Where are we selling to? Who is the ideal customer?
28:44
Who is the person that needs this thing the most?
28:46
Where is the most profitable place for me to spend my time?
28:49
That is the beginning of any sales system.
28:54
There are lots of you who are suffering in your sales today
28:57
because you're wasting too much time with the wrong people.
29:01
You wake up on Monday, Tuesday, Wednesday, putting out content
29:04
on social media, going for meetings, going here, going
29:07
there, attending trade shows. But you're spending time with
29:10
people who don't have any realistic chance of buying what
29:16
it is that you have, like you are wasting your time.
29:21
Sorry about the chicken in the background.
29:23
I'm making today's recording at home.
29:24
I forgot to mention that. And even though we're not
29:26
supposed to have any pets in this estate, we have everything
29:31
in this estate. We have dogs, we have chickens,
29:34
we have goats, we have Peacocks. We have, I mean, we have, we
29:38
have it all in this estate. So, so if I'm making the podcast
29:41
recording and you hear a cow in the background, you know, don't
29:44
be afraid. I'm not in the farm.
29:46
It's just that even though this is an estate that should not
29:48
have any pets, we have it all. And I hear there's somebody who
29:52
has a snake. I don't know if he's gist
29:55
because I see it on the WhatsApp group.
29:57
I don't know if he's just just gist like they're abusing
29:59
somebody off his reel or the guy better keep his snake in his
30:02
house because without issue encroach on my dormat, I will
30:05
behead that snake straight whether it's poisonous or not.
30:12
Anyway, what was that? So destination, now a whole lot
30:16
of us are struggling in sales because the destination is of
30:19
who is our ideal customer. We do not know who is the most
30:21
profitable customer. We do not know who are the
30:24
people who usually enjoy our products or service, who need
30:27
our products or service, Where can we find them?
30:29
We don't know. For those of you who've been
30:32
listening for a while, you remember the series that I did
30:34
on real estate. You say you're struggling in
30:37
your real estate career and then I ask you one or two questions.
30:39
You don't know the answer. Who are The Who are what are the
30:44
class of people that typical that that typically buy real
30:47
estate from you guys in your in your office, in your department,
30:51
in your real estate firm? I don't know.
30:54
If you don't know, then how can you start being profitable?
30:57
How I don't want all those real estate people who call me on the
31:03
radio. So you know what?
31:05
These are the conversations you need to have with your guy.
31:07
You're running from pillar to post talking to all kinds of
31:09
people and you don't know if you're talking to the right kind
31:11
of people. Talk to your guy.
31:13
Your guy's been doing this business for 25 years.
31:15
Say Olga, when you started this business, what the kind of
31:17
people that you're reaching out to what the people that buy from
31:20
most, the most, the most satisfied people that we have,
31:22
you know, how do we get them? Where do they hang out?
31:24
What kind of campaign do we do we use?
31:27
Ask your guy all these things. We need to be clear on the
31:29
destination. If not, we wake up every day and
31:32
we'll be wasting our time running from pillar to post,
31:34
creating content anyhow. Running advertisements, doing
31:37
what? And we're missing the mark.
31:39
We're not hitting the people who are going to buy from us.
31:44
This is the first part of the foundation of your system.
31:47
Destination. Where are we heading?
31:49
Where are we running to? You can't just wake up and be
31:50
running around like a headless chicken.
31:53
Have a goal. Who's our ICP?
31:57
Who's the ideal customer? Who is the target audience?
31:59
Who has? That's the main question.
32:02
Don't be forming activity for activity's sake.
32:06
It is where you know who you're aiming for, who you did pursue a
32:09
hand. Now you can be forming activity
32:11
up and down. Now you stand a chance.
32:15
So yes, it's an all simplification,
32:16
oversimplification, but it's the beginning of the system
32:19
destination Where, where are we going?
32:22
Where you can't just wake up and go to motor park and you don't
32:26
know where you're going. Know where you're going first.
32:29
Well, you know where you're going.
32:30
It is then you can decide should I drive?
32:32
Should I service my car or should I go to motor park or
32:36
should I rent? But the first question, where am
32:42
I going? Lots of us are suffering in our
32:45
businesses because we haven't even got destination sorted out.
32:50
So that's the first part of the system.
32:51
Well, figure that one out. Who's their new customer?
32:54
That's your homework. You need help?
32:58
AI tools are in your pocket. Start chatting with Gemini.
33:02
Start chatting with ChatGPT. Start chatting with Claude.
33:05
You will be able to figure it out.
33:07
They won't see how I put it. The work has to be done by you
33:12
when you enter Claude or ChatGPT or Google Gemini and you say.
33:16
I'm a Nigerian real estate professional based in Abuja,
33:19
Nigeria. We currently have duplex, 3
33:26
terrorists, semi detached duplex, blah blah blah
33:29
available. Who are The Who could be the
33:32
ideal customer audience for these kind of property
33:34
developments? Let's say that's what you put as
33:37
your prompt in Chargey BT it'll give you some suggestions, 5 or
33:44
6, some will make sense. Good.
33:47
The ones that don't make sense, ignore.
33:49
For the ones that make sense, go ahead and then test it out.
33:52
It is. Then you will know for sure.
33:57
But anyway, let me know if I stress it #1 destination #2
34:03
unique value proposition. Unique value proposition just
34:06
means why do people buy from you?
34:08
The reason why that is also foundational is because if you
34:11
know where people buy from you, you'll be able to use that well
34:15
in your conversation. Like me.
34:18
I know the reason why people do business with me.
34:20
That's the reason why there's some of you who reach out to me.
34:22
And I can tell you that, look, you know what?
34:24
People who work with me and will get the best results typically
34:27
are concerned about this is this or have achieved this is this.
34:30
And to be honest, because of that, I don't think I can serve
34:33
you well. I can have that conversation, I
34:34
say with the futures because I'm clear about what my unique value
34:37
proposition is. And the reason why I know is
34:41
because I learned late anyway, as a wedding photographer, that
34:45
you should be talking to your customers when you deliver
34:48
something. I hope you liked it.
34:50
I hope there's no problem. I hope it's working properly.
34:52
Everybody likes it. Mumsy likes it.
34:54
Oh, we thank God. And then you ask them for
34:56
feedback. What was the best part about
34:58
working with me? What could I have done better?
35:00
Where do you think we need to improve?
35:01
By having all these conversations with people who
35:04
are your current, your clients now or people who have worked
35:06
with you in the past, you start getting a sense of, oh, these
35:10
are the things I'm good at. These are the things I'm bad at.
35:13
These are the things that people like the the best the most.
35:19
These are the things that lead to to, to a very good CX.
35:24
You know, customer experience, user experience, UX, as people
35:28
like to say in the text place CX and US customer experience, user
35:32
experience. You can use those things
35:35
powerfully in your sales process.
35:36
That's why you can tell somebody of who chest that.
35:38
Oh, Madam, I really don't think I can sort this out for you
35:41
because of this. That, that, that.
35:43
And then you refer her to somebody else.
35:45
Madame will appreciate your honesty.
35:47
She will. It's a funny thing, but it
35:50
happens. You're straight with some
35:51
people. And then the time comes, even
35:54
though they do they didn't do business with you.
35:56
They send somebody your way. Is the weirdest thing when it
35:59
happens to you. But it happens.
36:01
Is be weird like this, Madame that we even do business.
36:05
She's sending somebody my way. She has confidence in you.
36:10
UVP, unique value proposition. You need to know why do people
36:14
do business with me? You're not going to know until
36:16
you start asking people. Don't worry if you've been doing
36:20
business three to five years, you've never asked anybody.
36:22
You know, to be honest, I was the same way as a wedding
36:25
photographer. I was just doing my thing.
36:26
I was just, I just the continue, but I never asked.
36:30
And the first time I asked somebody, the answer she gave
36:32
me, I didn't even know what to do with it.
36:34
My best customer in Abuja at the time, I asked her, she said I
36:37
don't know, I just like you. That's what she told me.
36:40
I was confused. I said what am I supposed to do
36:42
with that information? I just like you.
36:44
But I kept on asking and eventually I found I got
36:48
concrete answers that I could use as part of my sales process.
36:54
So #1 destination, who are we chasing?
36:56
Who's their deal customer #2 UVP, Why do people do business
36:59
with me? Iron that down.
37:01
Need to know it will enrich your sales process then #3 I've been
37:05
saying process, process, process.
37:07
In other words, sales is a repeatable process.
37:14
It's not something that lives in your head.
37:17
Document it, write it down, put it on your phone, put it in a
37:22
book, put it in the diary, put it in an audio note, put it in a
37:26
whatever it is. You, you, you like Bashah, get
37:30
it out of your brain and put it down so that you can teach your
37:33
spouse to help sell for you, teach your kids to help sell for
37:36
you. When you can hire salespeople,
37:38
you will teach them to sell for you.
37:40
And that's why during that time we're talking about real estate.
37:44
That's the reason why I was coding real estate
37:45
professionals, orgasm of real estate firms, you people that
37:51
own real estate firms in Abuja and in Lagos, everything is in
37:54
your head. You're putting nothing down and
37:56
that's the reason why your salespeople are struggling.
37:59
Did you put it down on a sheet of paper that this is the ideal
38:01
customer, This is the ideal client.
38:04
When we meet them, this is how we start the conversation.
38:07
When we're having conversations with them, these are the issues
38:09
we discussed. As we're discussing these
38:11
issues, this is how we build a relationship.
38:14
When there's any K leg and there's a comma or there's a
38:16
problem, this is how we resolve the problem.
38:18
When we want to close the deal, this is how we'll close the
38:21
deal. Did you put this thing down in
38:23
writing and tell your people are you're angry now that your
38:26
sales, your salespeople are not bringing, they're not hitting
38:28
quota. Excuse me, how will they hit
38:31
quota? Everything is on your head.
38:35
You're not sharing the knowledge.
38:36
Sales is a repeatable process. Document it, put it down, share
38:40
it with your team, share with your stakeholders.
38:44
This is how we get sales to improve.
38:47
Write it down. Document nothing.
38:52
This thing should be objective outside of you, somebody should
38:56
be able to refer to it. That's another foundation in
39:05
your sales system. Hope.
39:08
For those of you who have never heard this before, I hope you're
39:10
beginning to see some of the reasons why your business is
39:14
struggling in sales. You wonder what is wrong with
39:17
these people. It's just selling now.
39:19
Why can't they do it? Because you, Olga, owner of the
39:26
company, Madam, Madam CEO, chief, founder, whatever.
39:32
You didn't realize that sales is the system.
39:35
You thought it's a gift and that the gift is unique to you.
39:38
And yeah, some people have gifts but shall write it down and then
39:42
start training your sales associates on it.
39:48
You'll be surprised at the results.
39:51
You'll be surprised that the person you talk was useless
39:53
before. Actually is even better than you
39:54
when it comes to selling. Once there is a plan written on
39:58
paper that somebody can see and follow, sales is a system.
40:03
It's a repeatable process. Document it, put it down.
40:08
Then another thing that I'd like to stress as part of the
40:13
foundation for a good sales system is a CRMCRM is a.
40:18
I was OK, sorry forgive me skip my head.
40:21
CRM customer relationship management, Customer
40:25
relationship management tool or client relationship management
40:28
tool anyone you want to call it or join amount?
40:31
Opinion is not the name that is important, it's not the name of
40:35
the thing, it's what you do with the thing.
40:37
Now, CRM is that tool that helps you to keep track which
40:45
customers am I currently talking to?
40:48
Which customers should I be talking to?
40:50
Of the customers that I'm currently talking to, what is
40:53
the stage of the relationship? What are the things that we have
40:56
discussed? What am I supposed to do for
40:58
this customer or this client? What is this client supposed to
41:01
do for me in return? It helps us to pace.
41:06
It helps us to keep track. That's why they called, they
41:08
call it relationship management tools.
41:10
It helps us to manage the relationship, to stay on course.
41:12
If we don't have a CRM or we're not using a CRM, this is what
41:16
will happen. You will talk to a potential
41:18
customer, Missus Ogadingby on Monday.
41:20
Missus will say, OK, this makes sense.
41:23
I'm traveling to the village right now.
41:25
I'll be back December 14th, call me December 14th, you say OK, no
41:31
problem Ma. If you do not have a CRM, if you
41:33
do not use the CRM, this is what will happen.
41:36
You will forget to call Madam or getting me back on December
41:38
14th. You remember on December 28th,
41:42
you will call her. First of all, to start with
41:44
Merry Christmas before you can lean into the hole whatever.
41:48
And when she picks up the phone, she'll say who is this?
41:50
And your heart will sink and be wondering is not this one I had
41:54
a good conversation with. She has forgotten you.
41:58
She said call me December 14th. You forgot you're calling her
42:03
two weeks later and you're surprised that she's saying
42:06
hello? Who is this?
42:09
If you had the CRM and she said I'm travelling, I'm coming back
42:13
December 14th, you would have been able to use your common
42:15
sense to set a reminder so that you can call her around the 7th
42:19
or the 8th to say hi. Madam Mogadenbee.
42:21
Now, how was your journey? If she says who is this at that
42:24
stage you say oh, my name is me. Now we discussed this also.
42:27
So Oh my son, how are you? Yes, the journey was well,
42:31
everybody in the village is well, hope everything is going
42:33
on well, the project is going on.
42:34
Oh yes, yeah, my son, everything is going on well and blah, blah,
42:37
blah, blah, blah. So you're still coming back on
42:39
the 14th. I mean, yes, I am no problem
42:42
man. So she better can call you like
42:44
around that kind 1213 just to remind you it's OK, my son is OK
42:48
End conversation simple. Be able to do that because you
42:52
have a CRM, you have a customer relationship management tool, a
42:57
client relationship management tool.
42:59
There's something that prompted you to go like, you know, this
43:02
is the next thing to do. You set a reminder, you schedule
43:05
appointments, you schedule activities that you're supposed
43:08
to do. So you talk to her December 1st,
43:13
December 7th, 8th. You make that kind of call like
43:16
you promised that you call her around 12th, 13th to confirm the
43:20
meeting for 14th. You set the reminder in your CRM
43:24
tool. You now make that call.
43:26
The meeting on the 14th actually ends up happening.
43:29
Can you see how you're closing the deal?
43:31
Small, small, small, small. Too many of you are trying to
43:34
close businesses. You don't have a CRM.
43:37
You don't know of the philosophy of a CRM.
43:40
You're not using anything close, like close to the CRM.
43:42
See, I even tell people you don't even need to have a CRM.
43:45
Just know that this philosophy is important so that even if you
43:48
just Google Calendar on your phone that you're using.
43:50
Stay on track, stay on the ball. That's what we call advancements
43:55
in sales. Advancements just means you're
43:58
closing business by securing things one small step at a time.
44:02
Stay on goal, stay on the process.
44:04
You need a CRM. Too many of you are trying to
44:06
grow your businesses and your freestyling.
44:09
You can't remember by freestyling.
44:11
You can't in the beginning you can freestyle because there's
44:14
only one or two clients. By the time business is moving,
44:18
God don't bless you and you have like 1215 clients.
44:21
How will you remember who you spoke to last?
44:23
How will you remember? I mentioned on the podcast how
44:28
before I started taking some of these things seriously, there
44:31
are two babes I was talking to. Excuse me?
44:34
As a wedding photographer now you know how your people can
44:37
have excuse me, they can help you author names, you know what
44:41
I mean now like the same name, you know if you don't believe me
44:46
like 1 checking thing search search die or a DDG for
44:51
instance, you see like 15 die or a DDG.
44:54
So yeah that happens when it comes to Yoruba people.
44:57
Europe people know vex my sister-in-law is Yoruba so I
45:00
like to abuse Yoruba people. So that's what gives me the the
45:04
the right to abuse the people because you are my in laws.
45:08
So I can abuse you when in law abusing laws not a problem.
45:12
So you don't believe me Go and check.
45:14
Go and check. Just search LinkedIn now dial ad
45:16
DG. You see like 100 dial adapted to
45:19
you see like 200 cami ad DG go and search UC50.
45:26
So you are people now have pure author names like that.
45:29
So that's how I was talking to two cammies.
45:32
Same first name, same surname, different word indeed.
45:37
Because I was running things from my brain, running things
45:40
from memory. That's how I I crossed the
45:43
information in my head and in an embarrassing way, I was talking
45:48
to 1 chemi. And then it became clear that I
45:50
did not even know who I was talking to, which of the chemi
45:52
I'm talking to. Because as I'm talking to this
45:54
chemi, the details I'm dropping is for another chemi.
45:57
Very embarrassing. Luckily it happened to me early
46:00
and I. Realized that Tavi Shuma, you
46:03
need a system. It has to be a way of tracking
46:06
all these sorts of things. If you're talking to five chemi
46:11
adequate to, you need to know which chemi adequate to you're
46:14
talking to. If you have 20 clients, you.
46:21
Need a place where all their details are there Details.
46:26
Of the person's project details of.
46:28
When you started off with this person, details of the history
46:31
will be work issue who I've had in the past details of their
46:34
likes of their dislikes some. Of you want to know how to build
46:38
relationships with customers. Like some of you who reach out
46:41
to me, you are impressed that I remember the names of your
46:44
spouses or your kids. It's not because I have a good
46:46
memory. It's because I I have a system
46:48
for tracking these things. That's why I write it down.
46:51
So if you reach out to me, you have a.
46:52
Conversation later on, I. Say, oh, what's up?
46:54
How is Kingsley doing? You should be like, yes, there's
46:56
one by now. I say, oh, thank you very much
46:58
for remembering. And you think I have a big
47:01
brain. I do not have a big brain.
47:02
I just wrote it down somewhere. Anyway, so in my own opinion.
47:09
CRM you know next foundational element of having a sales
47:13
system. So depending on who you ask,
47:14
people who say different things, what you can see that if you
47:20
think of sales as a system and you're paying attention to these
47:23
things, destination, who are we chasing?
47:26
Unique value proposition, Why do people do business with me?
47:28
Repeatable process. We've figured out the process,
47:31
we've written it down, we've trained the rest of the team and
47:33
then CRM. We're able to track all the
47:37
conversations that we're having with potential customers and
47:41
past clients. And you know, every, every.
47:43
Once you have these things in place, you'll see as your
47:46
business is beginning to grow, Small, small.
47:49
But the final word, expectations.
47:51
You know, because I'm a enthusiastic, bubbly chap,
47:54
sometimes I give the impression that if you fix these things,
47:57
your business will blow overnight.
47:59
I'm sorry for giving the wrong impression, but that's not how
48:02
it works. These things take time.
48:04
So building the system, applying all these things, yes, we'll
48:07
start seeing some nice, nice business growth in like, you
48:10
know, 2-3 months. Unfortunately, there is nothing
48:13
that you do overnight that will double or triple your business.
48:17
Nothing. If nothing exists.
48:20
And somebody has taught you, then please, I want you to call
48:22
me and tell me so that I can stop making this podcast and I
48:26
can apply that thing so that my own business will triple
48:28
overnight and it's only for me to podcast anymore.
48:31
So that thing doesn't exist. But just in case it exists, I
48:34
bet call me cut soap for your boy so that me too.
48:38
I can, you know I can move to. The promised land overnight.
48:45
Well, so that's it. And that's all for today.
48:48
Well, summary for those of you who keep reaching out to say my
48:52
Spotify Wrapped is in. You've been a significant part
48:55
of my journey. Thank you very much for the
48:57
podcast. I really appreciate the love
48:59
from you guys. I really, really appreciate the
49:01
love. I really appreciate the
49:03
encouragement. Thank you for letting me be a
49:05
part of your journey in 2025. I'm looking forward to being a
49:09
part of your journey in 2026. If you're listening to this
49:12
podcast episode in 2042, I hope I'm still podcasting then.
49:17
I hope I'm still alive, you know, God willing.
49:20
So if you're listening to this in 2042 and I was a significant
49:22
part of your journey in 2041, you have no problem.
49:26
I'm still telling you thank you as well.
49:28
And I'm looking forward to being a part of your journey again in
49:31
20432043. Will I be a grandfather by then?
49:38
2043? Yeah, I think.
49:39
I should be a grandfather. By then, now Abby is 20252043 is
49:44
how many years now? But then I should be a
49:46
grandfather, God willing. Yeah.
49:48
OK. Then I won't be podcasting
49:51
almost every day because then I'll be a grandpa.
49:53
So I'll be running up and down my grandkids.
49:54
Maybe by 2043 I'll only be podcasting like once a week.
49:59
Yeah. Good things.
50:01
Good things to look forward to. All right, anyway, let me have
50:05
this podcast now. So thank you very much guys for
50:07
listening. Remember, if you'd love to be in
50:09
touch and call, send me a text message or a WhatsApp message on
50:13
08064662140. Thank you very much for your
50:19
time and attention. I'll catch you all some other
50:21
time.