Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / The Science of Success: Making Growth Predictable

Transcript

The Science of Success: Making Growth Predictable · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

0:00
Hello and welcome to the show. Today we're going to be looking
0:03
at things branding, sales, marketing.
0:09
Yeah, it's just going to be a junk conversation on things
0:11
related to branding, what is sales, how to sell, then let's
0:16
see what else. And then if all these things are
0:20
just a matter of feelings. Yeah.
0:24
Now, the reason why I want us to look at this today is because
0:27
for those of you who are regular listeners of the show, you know
0:30
that I'm trying to get ATV show and I'm also trying to expand my
0:35
footprint in traditional media. So I'm trying to get on more
0:38
radio stations and I'm trying to get ATV show.
0:41
So because of that, I've been having to talk to, I've been
0:46
having to, you know, talk with different stakeholders in the
0:48
media because, you know, I don't have ATV station or a radio
0:52
station. So of course it's going to be on
0:54
somebody else's platform. So I've been having
0:56
conversations with people to see about how I can get on the air.
0:59
And let's just say it leads to some interesting conversations
1:03
because yesterday I was at a radio station in Meitama.
1:07
There's a new radio station in Abuja and the, So excuse me, the
1:12
fellow who is the general manager of the radio station, he
1:16
studied, OK, he has a PhD, first of all, and his PhD is in brand
1:22
sustainability. Yeah, brand sustainability.
1:25
So of course, you know, me and him got along now because, you
1:27
know, his PhD is brand sustainability.
1:30
And then there's someone here who is a sales coach and a
1:34
business development consultant. So we got along well until the
1:39
guy was saying one or two things that vexed my spirit concerning
1:42
branding, concerning sales, concerning marketing.
1:46
And you know, it's just normal the the typical kinds of things
1:49
that people would say in Nigeria about these sorts of
1:54
disciplines. So I figured today, let me just
1:56
hop on the microphone and let's just have a brief conversation
1:59
about these things so we can properly understand what is
2:02
branding, what is sales, what is marketing, abbeys, everything
2:08
just vibes because you know, that's what Nigerians think, you
2:11
know, Nigel's vibes. So if you package well and if
2:15
you now have to roll with people, you know, the vibe is
2:18
all right, you set the mood, RA, then everything will just blend.
2:23
That's what people think when it comes to these things, branding,
2:27
sales, marketing. So that's what we're going to be
2:30
looking at today. If this is your first time of
2:33
listening to the podcast, my name is Tara Shima Ayede.
2:35
I'm your host. I'm a former lawyer turned
2:38
business consultant. And every single day over here,
2:41
I bring you business goodness. We try and solve business
2:43
problems most of the times, but then some days we talk about
2:46
things like this. What is sales self?
2:50
What is branding, What is marketing?
2:53
So the first thing that I want us to look at, oh, by the way,
2:57
if you'd love to connect with me, you can call, send me a text
2:59
message, send me a WhatsApp message on 08064662140.
3:08
OK, so the first question, branding is branding feelings
3:14
because that's the first thing that GM said that vex my spirit.
3:18
By the way, just in case GM is doing some research on me to see
3:21
what I'm good for the radio station and orga GM, just in
3:24
case you're listening to this thing orga gmi beg no vex, no
3:29
busy. I did castigate you online.
3:32
It's just that, you know, I have a community here and you don't
3:36
know how know how, you know, I must let them know how I'm
3:40
feeling about one or two issues. So today is not the Castigate
3:46
GMD. It's just that, you know, you
3:48
and I had a very, very interesting conversation.
3:51
Very, very interesting conversation.
3:52
I won't lie because I didn't even know that Nigerians have
3:55
started studying things like this in school.
3:57
You know, brand sustainability. I would have thought it's an
3:59
oibo something. But you know, the fact that
4:03
you've taken this thing far and this is the kind of thing you
4:05
studied, you know, it was a good conversation.
4:08
But sure, I'm just coming here to vent with my community, with
4:12
my audience members about one or two things.
4:17
So as Oga GM and I were talking at some point, Oga GM said, you
4:23
know, branding everything, our feelings, that's my brain
4:26
started to twitch. My brain was was sparking.
4:29
But you know how electric wire can spark like that.
4:32
So Oga GM said that branding is draws feelings.
4:37
What is branding? Now unfortunately, in this part
4:40
of the world, in Nigeria, when people say branding, what they
4:43
mean is color, What they mean is font, what they mean is logo,
4:47
what they mean is template, what they mean is texture, websites,
4:53
brand design, you know what else?
4:57
Flyer design. When people say brand, that is
4:59
what they mean. Now from a sales perspective,
5:04
remember that the brand is the sum total of all interactions
5:09
that the customer has with the company.
5:12
So the customer experience when the customer is relating with
5:16
you, the salesperson, or relating with the delivery
5:18
driver, or relating with the receptionist or relating with
5:21
the security guard, all of those things add it all together.
5:27
That is also part of the brand. Then the user experience when
5:31
the customer is interacting with your app, interacting with your
5:35
website, interacting with your product, interrupting, you know,
5:38
let's say you sell bread, the person is interacting with your
5:41
bread, the person is eating your bread.
5:44
The sum total of all those interactions from a sales
5:47
perspective, or that is what we call the brand.
5:51
And the reason why is because we salespeople, we know that you
5:54
can sit down inside the headquarters in the office and
5:56
you guys can design a wonderful color, wonderful logo, wonderful
6:01
template, wonderful website, wonderful web design.
6:04
But meanwhile, the feeling on the ground when people see you
6:08
is they can't stand your guts. One day I was in a filling
6:13
station. That was back in the good old
6:15
days. That was like how many years
6:17
ago? Maybe like 2 years ago when FiOS
6:19
Casty was still a thing, In fact, today when I was dropping
6:23
the children in school, I saw fuel Qi say what is going on
6:26
again now we're already buying fuel at 1000 Ayr per liter will
6:32
come and be queuing again. They say it's the war in Iran.
6:35
I say hi Ogao, one that shall never cease.
6:39
Because I was thinking now that we have refinery, at least
6:42
problem solved. Only for me to see on the news
6:45
that the head of that downward refinery is saying that the
6:48
government is not prioritizing them, that they are selling
6:50
crude to find actors 1st instead of selling to the local
6:55
refinery. Anyway, I guess, I guess it just
6:59
goes to show that the problem was never that.
7:05
I guess it just goes to show that our political class or the
7:08
government is not invested, is not really, really invested in
7:12
increasing refining capacity. That's the reason why all these
7:15
turn around maintenance, this and this and this.
7:17
That's the reason why this thing didn't work.
7:20
How did I get here? OK, Brandy, now I'll try and
7:24
tell you how people on the ground, those of us in sales, we
7:28
know that when you sit down in the headquarters and you design
7:31
a beautiful brand, people can see you.
7:34
And the impression is different because during this time of your
7:37
scarcity, I was in the filling station, you know, then tensions
7:40
were high then. That's how one AEDC that's Abuja
7:45
electrician, Abuja Electricity Distribution Company, that's how
7:49
the guy wanted to shunt and you know that they drive all these
7:51
he locks. So the guy did James Bond room,
7:53
room, room, you know just enter or more the way that they wanted
7:58
to descend and beat the hell out of that guy.
8:01
You know how everybody is frustrated with NEPA, By the
8:04
way, even though the place is called, even though the company
8:07
is AEDC, Abuja Electricity Distribution company, everybody
8:10
that was there was calling them NEPA by the old name to show
8:16
that even though right now the color is good, the font is good,
8:23
the logo is new, the template is awesome, the website superior.
8:30
When you receive an e-mail back from AEDC, you'll be impressed
8:34
by the e-mail template. But meanwhile, on the streets,
8:39
people are angry with NEPA. And so that's how the
8:43
unfortunate guy, they nearly brush his life that day.
8:46
You know, some people just have to calm the situation down to
8:50
say that people should relax, that he he's just an employee,
8:54
that he's not Nepal. So that they will beat the guy
8:57
now doesn't mean they will achieve anything.
8:59
So that's how tensions just came down.
9:01
So those of us in sales, we know acutely that there's a
9:05
difference between the color, the font, the logo, the
9:07
template, the web design, and what it is that people feel on
9:11
the streets. Now, remember that I sold
9:14
insurance for a very brief while and it was the same thing.
9:16
The company that I sold for, if you see their branding, you
9:19
would die. In fact, some of you know the
9:22
company I'm talking about, the branding is on point.
9:25
But then when you go out into the field, that's a different
9:29
thing altogether. We are projecting ourselves one
9:32
way, but the consumers, they feel one way about us.
9:35
So it's not just enough to say that branding is color, font,
9:38
logo, template, texture, web design, graphic design, banner
9:43
design and all those things. We also have to take this
9:46
substantive element. What is the customer
9:49
experiencing when they interact with members or officers of a
9:51
company? And then what is the customer
9:53
experiencing when they use our product or our service?
9:57
So the sum of all those things is what you call brand.
10:00
That is why sometimes I just say, you know, brand just means
10:03
reputation, what people think about you, that's what brand
10:06
means. Now what Olga GM said that
10:10
branding is just feelings. Is it correct?
10:13
Is there an emotional element to brand?
10:15
Yes, there's definitely an emotional element.
10:18
But however, I want to go to reason one thing.
10:19
Just reason one thing first. If you pay attention, you'll see
10:28
that, OK, let's forget NEPA now and the insurance company,
10:30
they've gotten it wrong, OK? Because what they're trying to
10:33
project and then the reality on ground is different.
10:37
But you find that for lots of companies, they have been able
10:40
to come up with a scientific process that you can replicate
10:44
to get certain kinds of things, to get certain kinds of
10:48
reactions, to get people to do certain kinds of things.
10:52
They have some companies that have been able to scientifically
10:54
replicate that. Coca-Cola, for instance, you
10:57
know, they have it down to a science.
10:59
If they roll out a new campaign and they roll out like this,
11:02
they know that profits will increase from this period to
11:05
this period. So there's some companies that
11:10
you know have got that thing down to a scientific process.
11:13
If we package the advertising campaign like this or if we do
11:16
rebrand or if we don't unlike this, if we don't, unlike this
11:19
in the next 6 months, in the next 8 months, in the next 12
11:22
months, we will expect to see some results.
11:26
Now, if it is possible that one or two companies can actually do
11:28
that, narrow things down to a scientific process, a replicable
11:34
process, a system that everybody can follow, can we now say that
11:39
branding is just feelings? Like, OK, whatever I feel like I
11:42
will just may I just the brand as they feel?
11:44
No. Well, you can if you want to,
11:48
but actually there are, there's a discipline behind branding.
11:54
Let me just put it that way. So it is wrong to say that
11:57
branding is all just feelings. So I got GM just in case you're
12:01
doing research. By the way, I'll get GM if you
12:03
listen to this broadcast episode, excuse me because
12:06
you're doing research to see if I'm going to be very good when
12:08
I'm on the air. Well, first of all, you can see
12:12
me on on air live because I'm going to be on the air in two
12:16
days time on Thursday at 12:30 PM.
12:18
I'm going to be on Global TV. Global TV is a Nigerian digital
12:23
station and we will check my diary.
12:25
So when are we going live? I'll be going live 1130 wealth
12:30
creation with ambassador Tina Keneshuku and the channel is
12:34
DSTV channel 365 S Orga GM. Just see me there.
12:39
You see my full swagger live on air.
12:41
You see that I'm going to be good on your radio show.
12:46
And then apart from that, Orga GM listen to other podcast
12:53
episodes after this where I'm actually talking about sales and
12:57
business development. Judge me based on that.
12:59
Not today's episode that I'm ranting based on the things that
13:03
you are saying during our during that our, our last meeting.
13:07
Then another thing that Olga GM said was he said sales is
13:11
relationships. Now when Olga GM said that my
13:14
heart had a beating, you know, my blood was boiling because
13:20
Olga GM says sales is not import relationships.
13:24
But unfortunately you know, that is one of the perceptions that
13:27
we have here in Nigeria that sales not just relationship, OK,
13:31
we're trying to get something in the presidency or who knows
13:34
presidency whose presidency is friend or Yeah, you go, you, you
13:37
go and be the front runner. That's how we'll close the deal.
13:40
OK, no problem. We're trying to sell to this
13:42
person or try to sell to that person.
13:44
Now who get relationship here, OK, you go, you're the front
13:48
runner, you're the person that help us close the deal.
13:50
He sells nothing but relationship.
13:53
Relationships are involved. Or don't get me wrong, because
13:56
relationships are involved in every single aspect of human
13:58
life. But no, we can't say selling not
14:02
just relationships. No, there are different
14:06
perceptions when it comes to sales.
14:09
And one of the older or more popular ideas around selling
14:14
basically is that selling is is pitching.
14:16
Selling is convincing people. Selling is persuading people.
14:21
Selling is toasting people. Now, the problem with this
14:25
approach is it always ends up being a very adversarial thing.
14:28
Adversarial just means we they fight like you, you're there are
14:33
they try to kind inside your pocket because I don't collect
14:37
my money, you understand. And then you, Ma, as a customer,
14:40
you're trying to block, you're trying to defend yourself,
14:42
you're trying to defect yourself because you know I miss you
14:46
don't want me to put my own hand in your pocket.
14:48
The thing becomes adversarial now.
14:50
Fight with a fight. That is the old idea.
14:55
The old and more popular perception around sales
14:59
pitching, convincing. Let me persuade you.
15:03
I know that you don't need this thing now.
15:04
But no problem. Let me look for the magic word.
15:06
Let me look for the magic formula that will cause you to
15:09
transfer money into my account. That is my old school idea.
15:14
Then there's another idea around sales as Kajolin Eukajo, you
15:20
wine and dine, you know, with a form relationship with a form
15:23
best friend, you know, that's what GM is insinuating that one,
15:27
an idea of sales that is more relational.
15:31
At least it's better because it's not adversary, it's not
15:33
adversarial, you know. No be fight with a fight.
15:35
Now, now, now relation, you know, we are friends, you know,
15:40
with a flow, everything cool, everything soft, you know, we
15:44
are five and six. So down is better is a step
15:47
forward, step forward. But that is not all that is
15:53
involved in selling or sales. It is not just cajoling.
15:56
It is not just sweet mouths. It's not just relationship.
15:59
It's not just wine and dine. There are more sophisticated
16:04
ideas around selling now. People who talk about selling as
16:07
service, who talk about selling as delivering value and who talk
16:12
about goal alignment in selling and who talk about win, win.
16:17
That is the fullest expression of sales.
16:20
Because we know that we are face to face with someone and the
16:24
person has a problem or the person has a vision.
16:27
No matter what it is you do when you're in front of someone, the
16:30
person ever has a problem or the person has a vision.
16:33
The way that I explain it using my time in the field as a
16:36
wedding photographer is this is I'm in front of a bride.
16:39
Depending on how you look at it, the bride has a problem like my
16:43
wedding is in three weeks time. I don't have a photographer
16:45
that's a problem. Or excuse me, you are in front
16:49
of some brides and they have a vision.
16:52
Like the wedding is going to be the most important day of my
16:54
life and I want everything to look a certain way and I need
16:58
somebody who will grab the camera and who will make my day
17:02
perfect. So no matter what it is that you
17:05
sell, photography, insurance, consulting, bread, speaker,
17:13
microphone, electric, cattle, real estate, so long as you're
17:18
standing in front of somebody, the person either has a problem
17:21
or the person has a vision. The fullest expression of sales
17:25
is now that I'm in front of this person, who am I talking to?
17:31
Does the person have a problem? AB Does the person have a
17:34
vision? What's going on?
17:36
Let me figure out what's going on.
17:38
First of all, when I now figure out what's going on, I already
17:43
know the value that my own product or service can provide.
17:46
In my brain, I go begin the run the calculation goal alignment.
17:50
Before we even start talking money goal alignment, the goal
17:54
that these people want to achieve.
17:55
Then the goal that I want to achieve, the capability of my
17:57
product or service. Is there a match?
17:59
Is the same blending? Because I've given examples lots
18:02
of times from my own personal efforts as a wedding
18:05
photographer. There are times that the money
18:07
is there and I understand the problem, I understand the
18:13
vision, but honestly speaking, I no get the skill set to execute
18:18
upon what these people need and I've collected money before in
18:23
the hope that I will make it work.
18:25
And this thing has ended in serious quarrel.
18:30
Value and goal alignment is a big part of the equation When we
18:34
come to the fullest conception of selling.
18:37
I'm in front of somebody. Do they have a problem?
18:39
Do they have a vision? This problem, this vision, do I
18:43
have the skill set? Do I have this inventory to be
18:45
able to solve this problem? Is there any alignment here when
18:48
it comes to our values or our goals?
18:51
Then I'll put a proposal on the table because our maker win,
18:55
win. I want to collect my money clean
18:57
and neat with no quarrel. I also want them to be able to
19:01
get a result clean and neat without quarrel because I will
19:05
be back in two months. To say bro.
19:08
How far? Sure, no problem, everything
19:11
pure, everything good, nice, nice, nice.
19:13
No Allah, do you know anybody else who needs an XYZ?
19:18
Because I want bro. So I want Madame to refer me to
19:20
somebody else. That is the fullest expression
19:24
of sales. So those of you who say sales in
19:29
our relationship is not as if you're wrong, but there's a
19:34
whole lot more. Those of you who say sales is
19:39
persuading somebody, it's not as if you're wrong, but there's a
19:43
whole lot more. What we're trying to do is
19:47
depending on your understanding of sales, you need to move.
19:50
You need to upgrade your perception of sales.
19:54
You need to move away from all these adversarial things where
19:57
you know, now fight. You and I, they fight like
20:00
Narcorio. You're trying to sell something.
20:03
But the client is saying their own you to you, say your own.
20:06
You put it to the client, the client to defend and put it
20:09
back. When I dequire back and forth
20:11
text messages and everything, everything, everything.
20:13
At the end of the day, the person who knows how to shout
20:15
more or the person who knows how to last longest is the person
20:18
who win. Sorry, forgive me for the noise
20:23
in the background. You know, I told you my neighbor
20:25
is doing some construction, some construction work.
20:28
So that's all the banging that is going on here upstairs
20:31
because I'm making today's recording at home.
20:34
So we need to move away from all these adversarial, you know,
20:37
fight, fight, fight, fight, fight idea of sales.
20:40
Then we also need to move past all these toasting, winding and
20:42
dining relationship, whatever, whatever kind of things or
20:45
sales. And we need to move into a much
20:47
more consultative approach of selling.
20:50
And that is when we're going to be the most effective because
20:56
fighting, persuading, convincing, casual, nothing is
21:00
hard. Somebody's not interested in
21:04
your, in your headset, they're not interested in your
21:06
headphone, they're not interested in insurance, they're
21:08
not interested in real estate, they're not interested in solar.
21:11
They're not interested in seeing fan.
21:13
They're not interested in whatever you sell.
21:15
But you want to come back again and again and again, today,
21:19
tomorrow, next week. Trying to convince them that
21:22
thing is hard. My friend.
21:25
Make your life easier. The relationship itself, you're
21:30
getting along. You will think you're best
21:32
friends and you know, You'll get and you know.
21:34
And then at the end of the day, then I'll use somebody else.
21:37
Then you're now heartbroken. Nothing is very painful.
21:39
It has happened to me before. You're talking to a bride,
21:42
you're like this is my couple, you have discussed money, they
21:45
have money in your mind you're seeing 750K750K750K, you're
21:51
waiting for the deposit. Next thing that goes to you
21:53
before you see it on Instagram, you start seeing a wedding
21:55
picture. Happy married life to the
21:57
wonderful couple and you're like what happened?
21:59
I thought we were friends. You'll now be heartbroken
22:04
because you are thinking of sales as relationship.
22:08
My friend, selling involves some of these things, but it goes
22:12
beyond that. Selling a service, it's value,
22:17
it's goal alignment, it's win win.
22:19
And we're consultative. When you're talking to someone,
22:22
you're a consultant. If you're a wedding
22:25
photographer, no, you're not a wedding photographer.
22:27
You're actually a consultant. I don't know what you call
22:29
yourself. I don't know an event media
22:31
consultant. That's the best way to see
22:33
yourself. If you're in real estate, don't
22:36
call yourself an agent. You're, you're, you're, you're
22:39
not an agent. You are a, what would I say now,
22:43
OK, if you sell the kind of lands or property that people
22:47
buy because they want to mark up and sell later and you will now
22:52
say you are a real estate investment advisor.
22:57
Good. Yes, because I've seen, so there
22:59
are some people that call themselves that the real estate
23:01
investment advisor. That is who you are.
23:04
You're a consultant, you're not a peddler and you're not a pimp.
23:08
This is not about friendship. You're a consultant no matter
23:13
what it is that you do. Then even for those people who
23:20
insist on sales as being relationship, you should know.
23:24
And that's one thing that I told you, OK GM.
23:26
It's just that, you know, we had already been having meeting for
23:28
like 20 minutes, then program manager was there during the
23:31
meeting. So I honestly be respectful of
23:33
our time, you know, and then also I need to be respectful of
23:38
yourself because, you know, I appreciate the fact that we are
23:41
flowing, but I recognize that you, you have some Gray hairs
23:44
and me, I don't have some Gray hairs, if you understand what
23:46
I'm saying, Sir. So I don't want to be too hard,
23:53
but Sir. And anybody else who is
23:56
listening, who is in the situation of Orga GM let's say
24:01
you own a company and you've been telling your staff that
24:03
sales, this relationship, Sir, Madam, things have changed.
24:09
Things have changed. The practice of selling has gone
24:13
beyond relationship selling. That is why once in a while I
24:16
talk about the challenger sale. The idea behind the Challenger
24:22
sale is when you use insights in the industry to spark
24:27
conversations with people, to try and cultivate some interest
24:32
in people. You're using insights to start
24:36
the conversation. You're trying to elevate
24:39
yourself. You're trying to elevate the
24:41
status because I'm not here as a as a beggar to sell to you.
24:46
I'm not here as a beggar. I'm not here as a pimp.
24:49
I'm not trying to toast you. I'm not trying to beg from you.
24:52
I'm a consultant of equal stature with you.
24:54
So I'm coming here and I'm starting this conversation using
24:57
some insights that people in your industry share.
25:01
And we'll start the conversation that way so that if you have
25:04
that problem, I will let you know.
25:05
This is how we can solve your problems, Sir.
25:07
This is how we can solve your problem, Madam.
25:10
And we have that conversation as equals.
25:12
That's the challenge of sale. Things have gone beyond
25:15
relationship. So in as much as relationship,
25:20
they involve. That's the reason why every time
25:23
I show up to the to the stations, Sir, you know, some
25:26
small talk. I make sure that you and I,
25:27
we're all cool, we're all fine, you know, And then I call the
25:31
head of sales. I'm going to check up on her
25:34
once in a while. Now that I have Madam's phone
25:36
number, head of programming, you know, I go to Bozam once in a
25:39
while. But Sir, don't be confused
25:44
what's going on here. Every single time I enter the
25:46
station, not be relationship. Are they shining tea to all of
25:48
you? But not be relationship.
25:49
I'm here as a consultant. I know what it is that I want to
25:53
achieve by being on your platform and I'm trying to
25:57
figure out what goals it is people are trying to achieve as
26:00
an organization. At the end of the day, I'm
26:02
trying to figure out if there's some win, win.
26:04
If there's some win, win, good. Let us go ahead and on what
26:07
terms, if there's any value you are going to be bringing to me.
26:12
Let's be clear on what the value is to me.
26:14
If there's any value that I'm going to be bringing to your own
26:16
organizations. That's the reason why I'm asking
26:18
people the questions that I'm asking you about your audience,
26:24
about the demographics, about the psychographics, about the
26:28
goal. It's a brand new radio station.
26:29
What I'm trying to achieve, how much market penetration I people
26:33
trying to get. The reason I'm asking all those
26:35
hard, cold questions is not because I don't have anything to
26:38
do with my time, Sir. Just because I'm a salesperson
26:43
of the highest order and I'm here to figure out if there's
26:47
any value on goal alignment. And at the end of the day, I'll
26:49
make a proposal and make sure that it's a win win.
26:52
And I want to be very consultative.
26:54
Sales has gone beyond relationship selling, Sir, if
26:58
there's any Madam too, who is listening to this podcast now,
27:01
let's say you had Monday meeting, you're trying to
27:03
inspire your team and you are shouting at them saying that
27:06
look, selling our relationship, my relationship, my
27:08
relationship, Madam. Mommy, I'm trying to tell you
27:10
that no, we don't involve small. We move beyond that removed.
27:19
That is why people talk about selling frameworks like the
27:21
Challenger, like the Challenger sale.
27:25
That's why people talk about spin selling.
27:27
I have to tell Ogada, Yeah, Olga, I know.
27:29
So you get PhD in brand sustainability, but I have to
27:33
tell him that spin selling. I'll talk about spin selling on
27:37
this podcast a lot, not because it's the best, but because when
27:43
I discovered that book I think was written in 1976 or 1986, I
27:46
was surprised that as far back as 19761986, people were already
27:52
trying to take a quantifiable and scientific approach to
27:55
selling. That selling no be vibes that
27:59
there are steps to selling. We can research it, we can map
28:03
it out, then we can teach people and make them more effective.
28:07
That's the reason why I have this podcast.
28:10
It is not just my firm belief, but I demonstrate it every
28:15
single year, OK, except with that one client that I have that
28:19
I haven't given him results and nothing breaks my heart.
28:22
But with every other person we have been giving, sorry, I, I
28:27
have been giving clear results. This is selling.
28:30
This is how we can reduce it to a process.
28:32
This is how the process will apply for your company.
28:34
These are the steps we're going to use for the company.
28:37
This is how you will run this thing.
28:39
And if you run it, these are the kinds of results that we hope to
28:41
achieve. So, Madam, if you've been
28:46
shouting and just have saying selling our relationships, our
28:49
relationships go and make relationships, Mommy, we have
28:51
moved beyond that selling, no B sales.
28:54
Selling is not just relationship.
28:55
Again, there are nothing that Olga GM said.
29:00
This will be the final one. So Olga GM, if you listen to
29:02
this, I beg Novax, you know, you know, you know that I'm a small
29:06
boy. I mean, you know, I'm a young
29:07
man. I know that are small boys.
29:08
You know, once in a while when something ginger us, you know,
29:12
our body will be hot. I'll feel as if we have to
29:14
express everything. So no Vex or Gaji.
29:17
And in case you're listening to this thing and, you know, as
29:20
research. No, no, Vex.
29:21
I'm a small boy. Yeah.
29:22
Just look at me as your son. This is the last one.
29:27
So or Gaji. I've said when it comes to sales
29:30
and marketing and branding that every opinion is valid.
29:33
When he said that one, I just wanted to faint in the chair,
29:35
just like slump and faint like hey or guy, why would you say
29:39
that kind of thing? Not every opinion is valid now
29:45
because people don't go to school for sales because not too
29:50
many people go to school for marketing or branding.
29:52
There are courses in marketing, there are courses in branding,
29:55
but because you know, people feel say now vibes, everybody
30:00
thinks that by the time we're having sales meeting that every
30:02
opinion is valid. No, be so.
30:07
Not all of you know who the ideal customer is.
30:10
Not all of you know who makes up the ideal customer.
30:13
Not all of you know who, sorry, know what the ideal customer is
30:17
interested in. Not all of you know the pain
30:19
points. Not all of you have studied the
30:21
psychology. See, because when it comes to
30:24
branding, there actually is a psychology to colors.
30:26
There are some reason why some companies the logo is red or the
30:30
logo is orange. I mean, the logo is blue or the
30:32
logo is something, there's some psychology to these things.
30:35
Not all of us know the psychology, which is the reason
30:39
why by the time people start discussing the particulars of
30:43
brands, concert fonts and logo. And at that stage, man, I keep
30:48
quiet because I think I don't know the philosophy, I don't
30:52
know the psychology. I just don't know my opinion
30:55
when it gets to that stage is not valid.
31:03
So, Olga GM, Yeah, you mean well because we're trying to
31:10
democratize sales and marketing and branding.
31:14
And you mean well because you want other members of the
31:17
company to have a voice and give down opinion.
31:19
Yes, we hear your opinion. But Olga GM, I beg make no
31:23
mistake when it comes down to making a firm decision about how
31:28
the business is going to move and things like that, not
31:31
everybody's opinion is valid just because you all have
31:35
emotions. No, there are some people that
31:38
have learned it through practice or through academics.
31:41
There are some people who are professionals.
31:42
This is all that they do. Sales is all that I do.
31:49
There are some people who have developed this thing because of
31:52
keen study and in fact lots of branding professionals in
31:55
Nigeria, you know, is through keen study is by studying and
31:58
studying and studying. That's how they learn the work.
32:01
And the only thing I just have to say is that, you know, people
32:03
have done lots of learning, you know, based on Western models
32:06
and things like that. You know, you just need to try
32:08
and figure out how these ideas apply over here in Niger, that's
32:14
all. But there are people who,
32:15
through professional practice or who through keen study, have
32:19
learned these things. These are the people whose
32:21
opinions matter the most. And that is the reason why when
32:24
people are deliberating in the room, you will find that by the
32:27
time I ask one or two questions and I point out one or two
32:30
things, everybody's eyes will be open.
32:32
I will now know what the way forward is.
32:36
It's not because I have stronger feelings than anybody else.
32:40
It's because through professional practice and
32:43
through keen and avid study, I have the right, should I say,
32:51
right? OK, maybe right.
32:52
It's too, too harsh. But I've earned the privilege to
32:57
have a stronger voice when it comes to these things.
32:59
So organ GM, not everybody's voice is important.
33:02
But yes, you know, when you run a radio station or you run a
33:05
business, you know, you should organize it so that people feel
33:09
free. If every single time, you know,
33:13
as GM, you sit on the chair, people are afraid, you know,
33:16
being they shake, they can't speak their mind is a problem.
33:19
But we can't go extreme to the other end and now say that
33:22
everybody's opinion is valid. So orga GM, everybody's opinion
33:26
is not just valid. So me what I'm just trying to
33:28
say Orga GM and anybody who is in a similar position to Orga GM
33:33
sales and marketing and branding is just more than emotion is
33:37
just is is more than emotion is more than a fizzy is more than a
33:41
vibes and see Madame if there's any Madam who is shouting at our
33:46
staff that sales this relationship.
33:47
So go out and build relationships.
33:50
This is the problem. If sales marketing, branding is
33:54
emotions is FEC is vibe is relationships.
33:57
OK, no problem. How do you build emotion?
34:01
How do you build FEC? How do you build vibe?
34:04
How do you build relationship? How you can see that?
34:09
That is where the challenge lies.
34:12
You will not be able to come up with a unified theory of
34:15
building relationships, or unified theory of manufacturing
34:20
vibes, or unified theory of doing enough fizzy, or unified
34:25
theory of boosting emotions. You won't be able to come up
34:28
with a single theory that you can teach all your stuff and at
34:32
the end of the day, you'll be reduced to saying the same thing
34:37
every single Friday meeting. Yeah, because my cousin used to
34:40
be with Zenith Bank and their own sales meetings every Friday.
34:44
Although my cousin used to call his shouting meeting every day.
34:46
She would just shout at them. That's what she used to shout at
34:49
them. She would say that so, so, so
34:51
and so has brought in so, so and so millions.
34:54
That what? What is wrong with you?
34:56
Are you any different? She has two legs.
35:00
Don't you have two legs? She has one head.
35:03
Don't you have one head? Is no relationship that she's
35:07
doing that is bringing in the money.
35:09
You cannot go and do a relationship.
35:11
And then that's how the woman was shouting, shouting,
35:12
shouting, shouting, shouting every single week at my cousin
35:15
and the colleagues. And in my mind, I was so
35:18
shocked. And I was thinking that does
35:20
this man realize the implication of what she's saying?
35:23
Because unfortunately, that girl was bringing in, you know, good
35:25
money. Unfortunately.
35:29
Well, let's just say whenever she goes for meetings with
35:34
clients, whenever she enters inside, she asks everybody to
35:37
stay outside. Let me just leave it like that.
35:39
It doesn't mean that anything is happening.
35:41
No, it doesn't mean that anything is happening.
35:43
But I'm just saying that when you stand up during team
35:54
meetings and you're shouting at people, sales is relationship.
35:57
Go and build relationship. Go and build relationship.
36:02
Abaca is bringing in 200 million because she's building
36:04
relationship. Go and build relationship.
36:06
That's what you're shouting every single time.
36:08
What clear direction are you giving people?
36:11
What clear instructions are you giving people?
36:15
When people start crossing ethical lines in the name of
36:18
relationship, how do you know? How do you check it?
36:21
How do you know that you're not sanctioning?
36:23
Because there's some people who are my sister's sister's team
36:28
who actually thought that Madame is saying that when we go for
36:32
meeting, we should tell with clients, we should tell
36:35
everybody to wait outside, then we'll have meeting inside WOGA.
36:39
Then we'll come out after 30 minutes.
36:41
How did the meeting go? No updates.
36:45
What do you discuss? No updates.
36:47
All you know is that she went in, she sent all of you out, She
36:50
came out, and then she has a Jack.
36:57
Anyway, let me stop here. Yeah, let me stop here.
37:04
I'm sorry for today's rant, but don't worry, the next podcast
37:07
episode that we're going to have let me see OK, I don't have the
37:11
topic here, but I promise you guys, it's going to be
37:14
definitely good stuff. So if you'd love to connect with
37:16
me, you can call, send me a text message or WhatsApp message on
37:19
08064662140. But please just remember these
37:25
things. It's not just feelings, it's not
37:27
just vibes, it's not just whatever.
37:28
So if you have problems with your brand, you want to work on
37:31
your brand, their branding, their brand consultants out
37:33
there, go and look for them. They actually, well make sure
37:37
you find the right person Sha, but they actually know their
37:40
work. It's not just vibes.
37:42
If you have a problem with sales in your business, what are you
37:46
looking for? Are you not here already?
37:48
Call me 08064662140. If you're afraid of phone calls,
37:54
send a text message, send a WhatsApp message.
37:57
Let's have a chat and figure out what the problem is.
37:59
Are you having problem with your marketing?
38:01
Don't call me, I'm not a marketing specialist, but call
38:04
somebody. This thing is actually an art.
38:06
Sorry, It's not just an art. It is art plus science.
38:12
There are people that have studied this thing.
38:16
Call somebody and let's look for a way to solve your problems.
38:21
But if you honestly think that it is relationship, it is vibe,
38:24
it is whatever, OK, no problem. Vibe be a way to success.
38:29
And when you're done, call me and let me know how that went.
38:33
Let me know how it's working out for you.
38:37
All right, so that's it. And that's all for today.
38:40
Thank you very much for listening.
38:41
Don't forget, if you want to support your boy, AKA me, I will
38:47
be live on Global TV. That's the name of the station,
38:51
Global TV. I'm not saying that I'm going to
38:53
be on CNN. They're on channel 365 on DSTV.
38:56
So Thursday, 11:30 AM in the morning, I'll be there.
39:01
The name of the show is Wealth Creation with Ambassador Tina
39:04
Kenichuku, and we are going to be talking about building a
39:08
personal brand as a financial asset.
39:13
Now, of course, you know that I'm not a brand specialist, So
39:16
what I do is I'm tackling that question, but from a sales
39:21
perspective. So yeah, come join us and have
39:24
fun. It'll be fun.
39:25
If nothing else, you'll get to see what it is that I look like.
39:30
Yeah, I think that's it. So I'll catch you guys some
39:33
other time.