Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / Boost Profits & Reduce Stress: The Simple Power of Customer Relationship Management

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Boost Profits & Reduce Stress: The Simple Power of Customer Relationship Management · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

• 0:01
  Hello and welcome to the show. Today we are going to look at
• 0:05
  customer relationship management or client relationship
• 0:08
  management. What does that mean and why is
• 0:11
  it important? If you've been listening to the
• 0:13
  show for any length of time, you know that it's something I've
• 0:16
  hinted on every now and then, but it's one of these perennial
• 0:19
  issues. So we can't we can't ignore it
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  because it's it comes up every now and then again in business.
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  So it's not something that you can't over stress.
• 0:28
  It's not something that you can't over flog, at least for
• 0:31
  those of us who are in the early stages of a business.
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  So if you are a conglomerate or you're a behaving of like MTN,
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  what else are big national banks?
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  You know, customer relationship can be a tagline and you guys
• 0:46
  don't pay attention to it and you still do well because you
• 0:49
  reached a certain level of what I say critical mass.
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  But now for those of us in the early days, this is not
• 0:55
  something that we can trifle with.
• 0:58
  So the big business is MTN. They can put you on hold for 30
• 1:02
  minutes, but they know that, you know, they all behave the same
• 1:06
  way. So it's not like you have an
• 1:08
  alternative. It's not like if you run away
• 1:10
  from MTN and you move to 9 Mobile, the service is going to
• 1:13
  be any better. And it's the same thing with the
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  banks. They'll put you on hold for 3045
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  minutes because it's the same thing everywhere.
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  So until we get to that level, we can't afford to mess with
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  customer relationship management, customer service
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  issues, all these sorts of things.
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  In fact, I have a theory. I don't know how I'm going to be
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  able to prove it until maybe one day if I end up consulting for
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  one of the big conglomerates, big multinational organizations.
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  I have a theory that even at that stage you can use, yeah,
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  I'm good customer service, customer relationship management
• 1:50
  issues to be a distinguishing factor for your business when
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  that's that's a theory. If I ever get a chance to prove
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  it, I'll be sure to let you guys know over here on the podcast.
• 2:01
  Yeah, well, like I said, technically speaking, we're
• 2:04
  going to limit it to customer relationship management and not
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  everything that is customer focused or customer service and
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  then all of that. So First off, it'll help if we
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  define what a relationship is because there are some people
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  who say look relationship is what I have with my mom or my
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  wife or my siblings. Relationship is not what I have
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  with a business. So cut the crap.
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  There's no such thing as customer relationship management
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  because there's no relationship to begin with in the 1st place.
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  Now, in a sense, people who say that are correct, but
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  technically speaking, if you think about it, what a
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  relationship is, it's just the state of existence between two
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  people. So in that sense, we are in
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  relationships not just with personal entities but also
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  inter. Is it interpersonal or you know,
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  you get the drift. We have personal entities and
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  then entities that are not persons.
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  So our relationship with these things all the time.
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  For those who also are living here in Nigeria, there's no
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  doubt that you are in a relationship with the Nigerian
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  state because there is a state of existence.
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  There's a state of relationship. There's a state of terms that
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  exist between you and the Nigerian state.
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  So in the sense you can say relationship is all I have with
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  my mom, my kids, my siblings. Yeah, I guess you might be
• 3:21
  right. But you look at it in a
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  technical sense. There's a state of existence
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  that always exists between two people and two entities.
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  And so when we find that we are in multiple relationships all
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  the time, especially with our prospects or with our customers,
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  because there's a state of existence that occurs between
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  both of us. Now whether the relationship is
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  good or bad, that's another topic for contention.
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  And whether the relationship is fruitful or not, that's also
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  another thing to be decided. But we are always in a state of
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  relationship somewhat with our prospects and with our
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  customers. So customer relationship
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  management, is there a relationship?
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  Yes, there is a relationship, just not the kind that you have
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  with your mom or with your kids or with your siblings or with
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  your dad. So do relationships need
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  managing? Because remember, customer
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  relationship management, do relationship need managing
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  Because there are some of you who think, look in my personal
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  affairs with my mom, with my siblings, with my spouse, with
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  my kids, with my whoever, the relationship just takes care of
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  itself. So I don't need to actively or
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  proactively manage anything. But unfortunately, the answer
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  is, even when you have a relationship with your mom and
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  with your siblings and with your dad, the relationship actually
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  need some level of managing or some proactivity.
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  Because if you don't do that, then your relationships are not
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  going to achieve the desired ends.
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  Because all relationships are geared towards something.
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  There's no sort of relationship that is just relationship for
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  relationship in sake. Even people who are friends with
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  benefits, you can see that it is related, it is geared towards
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  something even though the ends are questionable if we can't put
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  it that way. So all relationships needs
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  managing. So for your marriage, the end of
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  the marriage or the goal of the marriage is mutual companionship
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  and we're trying to raise kids that are self-sufficient.
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  So we have to proactively manage the relationship towards all
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  this. You can't just wake up every day
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  and expect that the relationship with your wife is going to sort
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  itself out or the relationship with your husband will sort
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  itself out. Both of you have to proactively
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  manage these sorts of things. So if you are a caveman of
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  sorts, once in a while you need to have a bath, groom, use
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  perfume, smell nice so that your wife can find you attractive
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  again, organize date nights, try to caught her once in a while,
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  you get the drift. You are trying to manage the
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  relationship and it's the same thing with the kids.
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  Spend time with them, watch some of their TV, go out and try and
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  play with them, help out with homework, get to gossip with
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  them. Know who their friends are.
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  That's for those of you who have teenage kids cousins.
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  One of my cousins who's turning 51 of my big cousins is turning
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  5353 ish. 54 ish and her kids are her kids are old, well, not
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  old anyway, but older than my own kids.
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  So is it It's a delight to watch the relationship that she has
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  with our own children. She has two kids.
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  The the younger one, the girl is 20 something.
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  The boy is older than that. But it's a delight watching them
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  converse. You know, they drive, she's
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  sitting in the car, they're talking about all sorts of
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  things. Well, anyway, it's not about my
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  family issues. But what I'm just trying to say
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  is that all relationships, excuse me, all relationships
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  need managing the same thing. Sibling relationships, sibling
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  relationships are for mutual flourishing and support through
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  life. So the whole point with my
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  brothers and my sisters and my cousins is that we will support
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  each other as we grow. So we need to manage the
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  relationships. Now what does that have to do
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  for those of us who are business minded, greedy, entrepreneurial,
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  whatever word you want to call it, It's the same when we enter
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  into commercial or business relationships.
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  Now, business relationships are all about the transfer of value,
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  and value means different things to different people depending on
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  the context. But for the business, let's be
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  safe to say that value equals money.
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  I'm oversimplifying it, but just follow me here.
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  I'm trying to show something. So for the business, let's say
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  value equals money and then to the customer, value equals the
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  solution or the transformation or you know, whatever it is that
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  they are seeking. So you can see that commercial
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  and business relationships are built around value.
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  So we have to proactively manage around these things so that we
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  can get value out of the relationship so that the
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  customer gets the solution, the transformation, the good
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  results. And then you business owner, you
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  get all the money. Then let's see what else.
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  OK, customer relationship management.
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  We've done relationship, we've done management.
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  OK, customer. Now who is a customer by the
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  way? The C in CRM, some people say
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  customer relationship management, some people say
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  client relationship management. To keep things to go with a
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  simple everyday man, everyday woman working definition.
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  I use them interchangeably. The main difference I'll say in
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  in regular balance, the way people normally speak.
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  It's just that when you hear client, you're thinking in much
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  more business to business context.
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  But then when you see a customer, you're thinking
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  business to what's it called, business to consumer.
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  So for the lady who sells a Gucci in the market, she sees
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  you and she's like, hey, customer, long time, how have
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  you been? But then for those of us who
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  provide, OK, like back when I was a photographer, I couldn't
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  exactly see one of my brides and say, hey, customer, how you
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  been? That's somehow.
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  So I'll look at the bride and I'll introduce her to other
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  people and say, oh, this is my client.
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  So that's the difference. Customer, client.
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  But you can use both terms interchangeably, at least when
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  you're talking to me. If you're talking to other
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  people who are sticklers for definitions, you know they will
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  correct you sharply. Like, no, you call this person a
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  customer. This person is actually our
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  client or no, they call this person a client.
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  This person is actually a customer.
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  So a customer is someone who has given you money in the past for
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  your product or service or your solution.
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  That's the simple definition that I like to use.
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  So customer or client, they've given you money in the past.
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  In other words, if the person has not given you money in the
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  past, technically speaking, the person is a prospect.
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  This is somebody that you hope will enter into a business
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  relationship with you. Now, why are we trying to manage
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  these relationships? The reason why we're trying to
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  manage relationship is because we're trying to maximize
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  lifetime customer value. The idea behind it is this.
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  When somebody does business with you, Let's look at TomTom for
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  instance. OK, no TomTom, that's too small.
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  Let's look at the loaf of bread. Yes, that's my favorite example
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  that I've given when it comes to maximizing lifetime customer
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  value. Oh, by the way, forgive me for
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  the noise in the background. It's a full house and so my kids
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  are just monkeying about in the house, but you know, the day is
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  almost over. So I might as well just go ahead
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  and make this recording. So where was I bread bread and
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  maximizing lifetime customer value.
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  So if somebody comes and buys one loaf of bread from you,
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  right now, bread in the part of the city where I live is 1200
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  naira. Now I know that there's some of
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  you like, you know, in Lagos, certain brands of bread are more
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  expensive. I find that really shocking.
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  But anyway, currently 1200 naira.
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  So if somebody comes and buys one loaf of bread from you and
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  the person never comes back, that is the only profit that you
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  get out of that business transaction.
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  So let's say 1200, but your profit is 200 naira.
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  So this person comes and goes. All you captured was 200 naira.
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  But if you figure out a way to get the person to come back
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  again and again and again, if the person comes and buys 6
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  loaves from you over the course of six months, then your profit
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  margin being 200 naira, you have managed to get 1200 naira in
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  profit. Now, 1200 naira in profit is
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  better than just 200 naira in profit.
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  Imagine if you get the person to come the whole year.
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  Imagine if the person comes three years in a row.
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  And imagine if you guys get the sort of relationship where
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  you're chatty and everything, you know, the whole family, you
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  guys are cool. The person doesn't just buy
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  bread, but the person starts buying bread and eggs and maybe
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  corned beef and then something else.
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  So you get the whole gist. So we try to develop these
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  relationships because we're trying to maximize lifetime
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  customer value because if people buy from us once, then the
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  profit, we only get it once. But if people buy from us over
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  and over again, we get repeatable profit in larger
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  quantity over longer periods of time.
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  Now, another reason why we try to maximize life or manage
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  relationship is because when people buy from us only once, we
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  have to now spend more time and more money in sales and
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  marketing. So for the fellow who comes to
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  buy the loaf of bread and who keeps coming back again and
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  again and again, I don't need to spend money to attract him
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  anymore because he's already here or she's already here in
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  the store. So I can spend my time looking
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  for other people to come to the store.
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  OK, let me put it this way. If you have a store and you have
• 12:49
  regulars that come, let's say you have a neighbourhood shop
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  and you have regulars of, let's say fifty families that come to
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  your shop and they do so every week for the whole year, and
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  they've been doing so for the past five years.
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  You're not going to have BP, you're not going to have high
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  tension because there's a second level of revenue that you've
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  been used to because these people have been coming and
• 13:11
  coming and coming. But if it's up and down and up
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  and down and up and down, and families come and families go
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  and somebody comes, they quarrel with your sales girl, they're
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  angry, they take their business elsewhere, then you now have BP
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  because you're wondering, last month was good, we did 1.2 M,
• 13:29
  But this month we've gone halfway into the month.
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  We've only managed to do 400 K. What's going on?
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  You know, and then you're nervous and then all of that.
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  So This is why we try to manage the relationships.
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  We get people coming back over and over again.
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  We're maximizing lifetime customer value.
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  So like I said, back to the whole thing of your mom and your
• 13:49
  wife or your husband, is the relationship going to manage
• 13:53
  itself? Don't just wake up and expect
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  that the relationship with your husband is just going to take
• 13:58
  care of itself. You have to be proactive.
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  So husbands, we have to be proactive.
• 14:02
  Wives people also have to be proactive as well.
• 14:04
  The good thing about wives is, you know, husbands are simple
• 14:08
  people, so you don't need much to keep us engaged, if you catch
• 14:12
  my drift. All right, so will the
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  relationship manage itself? Like I said, no, not in most
• 14:17
  cases. There are people who are
• 14:20
  actualized customers or sufficiently motivated
• 14:23
  customers, and these people keep coming back on their own.
• 14:26
  But these people are in the minority and these are customers
• 14:29
  who know exactly what it is that they want.
• 14:31
  Like I was telling somebody earlier today, the first time I
• 14:34
  came across one of these people in my wedding photography and
• 14:37
  practice years ago, I was shocked because lady showed up
• 14:41
  and she was like, hey, how are you doing?
• 14:42
  You seeing your photos? They're really nice.
• 14:44
  She brought us an album. This is my parents album.
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  They got married in 19, blah, blah, blah, blah, blah.
• 14:50
  This thing was made in. This was one of these albums
• 14:53
  that was made abroad maybe like in Italy or something.
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  This is what they got. It is something, something,
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  something kind of paper. Look at the matting, look at
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  the. Look at the seams.
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  Look at the this, look at the that.
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  This is exactly what I want for my wedding.
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  Do you have this exact thing? How soon can you get it?
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  How much will it cost for this for us to replicate this exact
• 15:18
  same thing? And I was shocked because I've
• 15:20
  never seen the customer just roll up like that.
• 15:23
  Who knows exactly down to the technical whatever is like this
• 15:27
  is exactly what I want. Can you give it to me?
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  And then how much? OK, no problem.
• 15:30
  Give me your account number. Oh, shocked.
• 15:32
  So that has only happened to me once.
• 15:35
  Those sorts of people, actualized people, sufficiently
• 15:38
  motivated people, they keep coming back and back on their
• 15:40
  own because they know why they're coming to you.
• 15:42
  So except if you are an absolute idiot and you're negligent and
• 15:48
  you do something to ruin the relationship, you can expect to
• 15:51
  see these people come back again and again.
• 15:54
  But for most people who are not actualized buyers or
• 15:58
  sufficiently motivated buyers, you have to manage the
• 16:01
  relationship. So other customers, other
• 16:03
  clients, they have to be engaged, they have to be
• 16:06
  motivated, they have to be incentivized to keep coming back
• 16:09
  again and again and again. Now, how do we manage the
• 16:13
  relationship #1 like I said, when we're talking about
• 16:16
  husbands and wives, take the initiative.
• 16:18
  So wives, wink wink, don't always wait for your husband to
• 16:21
  take the initiative. I'm assuming that we're all
• 16:25
  adults listening to the show so you can read in between the
• 16:27
  lines. So take the initiative.
• 16:30
  Husbands take the initiative. Wives take the initiative.
• 16:33
  When we're dealing with our customers, take the initiative.
• 16:36
  Don't wait for the customer to take the initiative.
• 16:40
  For most people, it's not going to happen.
• 16:42
  And #2 you have to be deliberate about your outreach.
• 16:46
  You can't just wake up one day and think, I haven't seen this
• 16:50
  customer for like 8 months now. I wonder how this person is and
• 16:54
  then you pick up the phone and then try to call.
• 16:56
  No, you have to be deliberate about it.
• 16:59
  Shuttle it in your calendar or whatever.
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  You're going to be hitting this guy up every two, two months.
• 17:03
  He's an important customer. You don't want to lose the deal.
• 17:06
  Or you schedule the end of year thing where you know you send
• 17:10
  them a Christmas present or a card or a note.
• 17:12
  Thank you very much for your business in 20252026.
• 17:15
  You know, whatever. We have to be deliberate about
• 17:18
  the outreach. We can't just wake up one day.
• 17:20
  I'm like I was in Cameo, what happened to her?
• 17:23
  Hashi Jappa and then you try calling and indeed she has
• 17:26
  Jaqpad. Jaqpa is a recent phenomenon in
• 17:29
  Nigeria where Nigerians are emigrating, running away,
• 17:33
  particularly to Canada, at least at this time.
• 17:37
  Who knows next year what the flavour of Nigerian immigration
• 17:40
  is going to be. So it has to be deliberate.
• 17:43
  Then we also have to be customer focused.
• 17:47
  We need to hone in on their needs, that wants, their values,
• 17:49
  and their interests. Remember how I was talking about
• 17:52
  maximizing lifetime customer value?
• 17:54
  If we want them to keep coming back and back and we want to
• 17:58
  keep growing our bank account, we want to keep getting our
• 18:00
  deposits. Unfortunately for us, the only
• 18:02
  way to grow our deposits is to pay attention to the other
• 18:05
  people. So to be selfish, we have to be
• 18:08
  selfless. So we have to focus in on their
• 18:10
  needs, their wants, their values, their interests, and
• 18:13
  make sure that those things are being met.
• 18:16
  So in the summary, those are the things we need to do to manage
• 18:19
  the relationship. So how do you take the
• 18:21
  initiative? You take the initiative by
• 18:24
  having a calendar, by having a diary, by having some reminder
• 18:28
  system, by having some note taking system.
• 18:31
  Why do we need a system like this?
• 18:34
  Because we end up talking to dozens and dozens of customers
• 18:38
  over the years and eventually you get to the stage where you
• 18:41
  can't remember everything about all of them, the people that
• 18:45
  have fantastic memories, like some of these neighbourhood shop
• 18:48
  people. And there's this pharmacist in
• 18:51
  my neighbourhood. It's like the guy knows
• 18:53
  everybody. You come inside, he knows your
• 18:54
  name somehow. He knows your wife name even
• 18:57
  though you only mentioned it once.
• 18:59
  He also knows the name of your children.
• 19:01
  And he can say, oh, so This is why.
• 19:02
  So he's 12 years old now. He say, oh, no, actually, yeah,
• 19:05
  he's 1313. The children are growing up.
• 19:07
  As in the guy's magic. Don't assume that you are magic.
• 19:12
  If you are magic, somebody would have told you by now.
• 19:14
  So don't assume that you are magic.
• 19:17
  You unfortunately, unlike my pharmacist, neighborhood
• 19:20
  pharmacist, you need a calendar, you need a diary, you need the
• 19:23
  reminder system, a note taking system, whatever it is, because
• 19:27
  number of people that we're talking to keeps going up and up
• 19:30
  and up. Now this system is what we call
• 19:36
  the CRM or CRM tool because I'm sure some of you have been
• 19:39
  hearing CRM tools, customer relationship management tools.
• 19:42
  And since I started talking about this 20 minutes ago, you
• 19:45
  guys have been waiting for me to see CRM.
• 19:48
  And now the build up is done and we are here.
• 19:51
  What this system is called is ACRM tool.
• 19:55
  It can be a website, it can be an app.
• 19:58
  There are different kinds of industry standards and there are
• 20:00
  different kinds of formal solutions that are available on
• 20:03
  the market. But this is not the focus of the
• 20:05
  show yet. So I'm not going to tell you
• 20:08
  guys get Salesforce or get Zoho. Or get, let's see what else
• 20:17
  HubSpot or get whatever it is that is out there.
• 20:21
  And then all these retail management software, you know,
• 20:23
  like when you go into the store and they scan 'cause there are
• 20:26
  some of them that allow people to have customers phone numbers
• 20:29
  and things like that. Like some store back when we
• 20:33
  lived in Lagos, there was this store, really small, small
• 20:36
  boutique like this where they used to sell makeup 'cause my
• 20:39
  mom used to be AQ tax girl. QTX is what do you call this
• 20:45
  thing nails, the thing that used to paint your nails.
• 20:48
  So now QTX is, is old, it's legacy.
• 20:51
  So you know, young girls nowadays don't use QTX because
• 20:53
  QTX is what my mom's use, you know, that kind of thing.
• 20:56
  So my mom's AQTX girl. And then for lipstick, it used
• 20:59
  to be kind, I can't remember used, there's some red mats kind
• 21:05
  of thing. Anyway, so that was the only
• 21:08
  store that she could find it. And those people, they were
• 21:09
  sharp. So they didn't just use that
• 21:12
  whole thing for scanning. You know, you go and you take
• 21:14
  it, you scan and then you pay, they give you receipt.
• 21:17
  But they had Mumsy's details there.
• 21:18
  And those people who are really, really who are good, I mean,
• 21:22
  they did their homework. They kind of knew when Mumsy's
• 21:24
  lipstick was about to finish and they would send messages that oh
• 21:27
  ma, this brand we have stocked up.
• 21:29
  We have this dot dot dot dot dot a text message.
• 21:33
  Then somebody else might even call like, oh, mommy, we've got
• 21:36
  them in stockhold. The thing is going down now and
• 21:38
  then, Mumsy, of course, Mr. Tari Shima, let's go our driver to
• 21:41
  the store to pick up our supplies.
• 21:44
  So you can see that there are lots of things that can serve
• 21:50
  the function of CRM tools, including the fancy scanning
• 21:54
  software that we use in our shops.
• 21:56
  But I'm not going to say you should use any of these things.
• 21:59
  Particularly the reason why I'm not going to focus on that on
• 22:03
  this episode is because there are people right now like you
• 22:06
  and me, who needs simple, everyday solutions, solutions
• 22:11
  that someone starting out can use right now to make traction.
• 22:15
  Because the thing about HubSpot is, yes, there's free account.
• 22:19
  Let's see, Salesforce, OK, no, Salesforce is paid.
• 22:22
  Zoho, you have to pay. Let's see what else.
• 22:25
  But The thing is I'm trying to focus on things that you don't
• 22:28
  have to pay anything, you don't have to download anything, you
• 22:33
  don't have to go to YouTube to try and learn how to apply
• 22:37
  anything because it's just there.
• 22:39
  So that's going to be the focus of this, the episodes that will
• 22:43
  continue now, since we've done 20 minutes already, I'll bring
• 22:46
  this to a close. From tomorrow onwards, we're
• 22:48
  going to start looking at specific examples of calendars,
• 22:52
  of Diaries, of reminder systems, of note taking systems so you
• 22:56
  don't forget to keep, so you don't forget anything that you
• 23:00
  can keep track of all your customer relationships.
• 23:04
  I remember the goal is trying to maximize life, customer lifetime
• 23:07
  value. We're trying to get repeat
• 23:09
  businesses, sorry, repeat business and and referrals.
• 23:12
  We're trying to make sure that the person buys from us.
• 23:14
  In January, they come two times in February, they come three
• 23:17
  times in March, maybe they come once.
• 23:20
  But then eventually we get to April, May and they have brought
• 23:23
  their wife along and maybe referred somebody in the office
• 23:25
  and that is what we're trying to grow here.
• 23:28
  So tomorrow specific examples of tools that we can use.
• 23:32
  So that's all for today folks. Please connect with me on
• 23:34
  WhatsApp. The phone number is 08064662140
• 23:40
  and the country code is +234. For those of you who are not
• 23:43
  Nigerian, then connect with me on LinkedIn.
• 23:46
  My name is Tavishima Ayede, I'm the host of the show.
• 23:49
  You can confirm the spelling of my name and my e-mail address
• 23:52
  from the link. We are currently listening to
• 23:53
  this episode. Thank you very much for your
• 23:55
  time and attention. I'll catch you guys at the next
• 23:58
  episode. And please, husbands and wives,
• 24:00
  remember to take the initiative in your relationships because
• 24:04
  these relationships are not going to manage themselves.
• 24:07
  So I'll catch you guys at the next episode.