Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / Small Ticket, Big Impact: Strategies for Profitable Customer Relationships
Transcript
- 0:01Hello and welcome to the show. Today is going to be one of
- 0:04those noisy episodes because it's a late night recording and
- 0:08well, of course, you know, since I'm in Makudi, I'm definitely
- 0:11not in the audio booth. So today we're going to have
- 0:14some random rants and then have some business takeaways at the
- 0:19end of the episode. If you'd love to connect with me
- 0:21to explore opportunities, then call me on 080 64662140.
- 0:29The country code is +234 for those of you who are not
- 0:31Nigerian. And then if you're looking for
- 0:33me on socials, the name to look for establishing my IED, you can
- 0:37find me on LinkedIn. I'm shutting down all my other
- 0:40profiles. And then of course, I've been
- 0:41banned from Twitter, so I'm not there.
- 0:44All right, So yeah. So like I said today, random
- 0:48runs, yeah. If you listen to the last
- 0:51episode, you know that recently we had a road trip to Magwadi,
- 0:55that was 2 days ago and the trip was absolutely fantastic because
- 1:01those of us from this part of the world, or rather this part
- 1:04of Nigeria, you know, are used to dealing with terrible,
- 1:08terrible roads, you know, potholes, you know, now as in
- 1:13those of us who come from this side, you know, Benway, Plateau,
- 1:16Nassarwa, Taraba, roads are usually terrible.
- 1:21I hear that in the east that roads are also terrible as well,
- 1:24you know, with erosion and all that.
- 1:27But anyway, I haven't travelled to eastern Nigeria recently, so
- 1:30I can't let you know what's up on that part of the country.
- 1:33But surprisingly, before Nassau State University, the road was
- 1:39smooth all the way to Makudi. As in, I'm not going to lie, as
- 1:43in the road was smooth, freshly tarred.
- 1:46The only bumps on the road were speed bumps.
- 1:51I don't know, it was like something out of a movie
- 1:53surprising. The road was very, very, very
- 1:56smooth. So it was a good trip.
- 1:58It was a very good trip. And I noticed that we also have
- 2:01a new university in Nassaua that's I think it's called
- 2:05Phoenix University or something like that.
- 2:08So those of you who are big boys in Abuja who like to go and look
- 2:11for small shops over the weekend, I'm sure you guys are
- 2:14happy to know that there's more playing grounds in Nassaua State
- 2:18and let's see what else. OK.
- 2:20I also noticed on the road that the toll gates are back.
- 2:24Some nostalgia are there, you know, because the, you know, we
- 2:28used to have toll gates growing up back in the 80s, but then
- 2:33with the military government and around the 90's, the toll gates
- 2:37were dismantled. So I'm surprised seeing that
- 2:40they're back again. Maybe there's been a reversal of
- 2:42government policy. And so for those of you who hit
- 2:46the road, you know, between Abuja and Benue State, OK, well,
- 2:53of course, if you're going to get to Plateau State, you have
- 2:54to pass through some parts of NASA.
- 2:56So I expect to pass a couple of toll gates, although they're not
- 3:01operational at the moment. I mean, they've been set up, but
- 3:03they're not collecting any money now.
- 3:06But I think cars is like, is it 500 bucks or maybe 1K?
- 3:12And I can't remember. Anyway, so that's about the
- 3:15trip. That's the random part.
- 3:17Now, let's get to the business take away.
- 3:22OK? Yeah.
- 3:23So those of you been listening to the show, you will remember
- 3:26that I said me and my siblings were able to arrange for Mumsy
- 3:29to have solar panels in the house.
- 3:31And I must say it is worth the investment because this is the
- 3:36first time I'm staying in the house.
- 3:37That's in Mumsy's house with the solar panels.
- 3:40And you know, Ben is Bennu is practically like sun country as
- 3:44in the sunbelt of Nigeria. So the solar panels are great as
- 3:50in they're functioning really well.
- 3:52And so, OK, sorry about that. I had to clear my throat because
- 4:06the downside of travelling to Makodi this time of the year is
- 4:09that Hamadan is really, really harsh over here.
- 4:12So weather is dry as hell. That's for those of us who are
- 4:18challenged with, you know, infections and cough and these
- 4:22sorts of things. Anyway, what was I?
- 4:27So I was saying that basically, you know, these things are worth
- 4:29the investment. So for people who are basically
- 4:32in the Sunbelt, so Benue State, Nassara State, Taraba North,
- 4:37Central Core North, I really think it's something that the
- 4:41government should be investing in.
- 4:43And if you can't afford it, it's something that you definitely
- 4:45should be investing in as well. Because now that Mumsy has the
- 4:52solar panels, we've been able to run the fridges and the freezer
- 4:56for 16 hours daily at the very least.
- 5:00And I'm being serious here, you know, I have inverters that's
- 5:05back home in Abuja and I've been impressed with the performance.
- 5:07But I mean, I don't know, it's hard to explain 'cause I
- 5:13remember coming to my goody back when we were little kids and how
- 5:17NEPA was crap over here, especially like my auntie used
- 5:23to live in North Bank back then. So we'll be crashing in North
- 5:25Bank and light used to be like candles and then now staying in
- 5:30Mumcy's house and we're having light basically 247 running
- 5:35fridge and freezer, 16, sometimes 20 hours a day.
- 5:39Well, it's, it's, it's incredible.
- 5:41And it just got me thinking now for those of you who are in
- 5:44business where you have to do with produce and poultry and
- 5:47things like that, it might be a good investment.
- 5:50I mean, if you run a cold room and you have the ability to run
- 5:54a freezer for 16 hours daily. And I don't know if that's going
- 5:58to be a competitive advantage. And I don't know if the numbers
- 6:00work out, you know, as in investing in solar panel for
- 6:04these sorts of businesses, whether it gives you a
- 6:06competitive edge, you know, I don't know, but it's something
- 6:09you guys ought to consider. It's absolutely fantastic.
- 6:13Anyway, so this is, that's not really the business take away.
- 6:17This is where the business take away comes in.
- 6:19Now the there's a small fault in the system and the fault is with
- 6:23the relay coils or something like that.
- 6:25That's for somebody who's knowledgeable in this sort of
- 6:27thing. That's what the guy just told
- 6:28us. Now the problem is with the
- 6:29relay coils. Now the system works.
- 6:33It's just that when there's a switchover, there's a noticeable
- 6:37delay. Because the whole one of the
- 6:39cool things about these sorts of systems is you know when you're
- 6:42about to switch from solar to Nepal, from solar to Nepal, or
- 6:49from either to the inverter batteries, it's supposed to be
- 6:52seamless. The only thing here is the beep
- 6:54in the background. So but because of the problem
- 6:56with the relay costs, now there's a noticeable, noticeable
- 7:00delay like you notice, you know, sometimes the TV will just
- 7:06what's that word when the trips off and then it starts again.
- 7:09Now it's something that should be a small fix or a low cost
- 7:14fix. And so because of that, most.
- 7:16He called up the guy who installed the solar panels.
- 7:19And as we're having the conversation, it became clear
- 7:22that this person who fixed up the solar panels, the person who
- 7:28me and my siblings decided to go for over the anyway, let me log
- 7:34into that. But it turns out that, you know,
- 7:36the fellow didn't even store Mumsy's number.
- 7:41Some of you might think, how is this a problem?
- 7:44You've gone, you've done the job, you've collected your
- 7:47money, you've left. So how's that a problem?
- 7:50Now I have a, a some questions for you guys and these questions
- 7:54are not rhetorical. I keep saying on the podcast
- 7:58over and over again that the whole .1 of the ways of getting
- 8:02a viable business, a profitable business, a sustainable
- 8:07business, is to get repeat business and referrals and
- 8:11repeat. You want your business to be
- 8:14viable. You want your business to be
- 8:16profitable. You want your business to be
- 8:18sustainable over a long period of time.
- 8:21Then the goal is to look for repeat business and referrals.
- 8:26So if you do solar panels or you're selfish or you're wedding
- 8:29photographer or you're a lawyer, the goal is not to collect big
- 8:33money one time from somebody. But the goal is to make sure
- 8:37that you collect big money one time from someone.
- 8:39And the person comes back again to buy another product or a
- 8:42service from you. And after that, that the person
- 8:45refers you to a friend and to a family member or to an
- 8:49associate. And that's where the big money
- 8:51comes from. Because let us say that you set
- 8:56up solar panels from someone and the whole thing costs five M.
- 8:59It's not just enough to collect 5 M and rejoice and say that God
- 9:02has bought out your bread. The goal is to collect 5 M from
- 9:05this person today. Be in good stead with the person
- 9:10so that the person buys extra services from you tomorrow.
- 9:13Even if it's only 2020 K maintenance fees every two,
- 9:17every two or three months, it's still something.
- 9:20But then to get the person to refer you to other people, maybe
- 9:24two or three other people who will end up giving you another 5
- 9:27M again. So that is the scope.
- 9:30And let me repeat for those of you who are listening for the
- 9:32first time, for business to be viable, for business to be
- 9:36profitable, for business to be sustainable over a long period
- 9:40of time. The goal is not to collect big
- 9:42money from somebody once. The goal is to get repeat
- 9:46business and to get referrals. Now what does repeat business
- 9:49and referrals have to do with storing numbers?
- 9:52How are you going to get repeat business from someone if you do
- 9:55not store their damn phone number in the 1st place?
- 9:58How I hope some of you are beginning to see, especially
- 10:02from this part of the world, because in these parts, you
- 10:06know, our people, they will say that it's village people that
- 10:10are chasing you. That's why your business is not
- 10:12moving. For a whole bunch of us, the
- 10:15reason why our business is not moving is because of all these
- 10:17small, small things here and there.
- 10:19People pay you good money to do a job.
- 10:22You don't even store their phone number.
- 10:24How do you think you're going to get repeat business from them?
- 10:26How do you think you're going to get referrals from them?
- 10:28And then Speaking of phone numbers, if you want to reach
- 10:30out and connect with me, the phone number is 08064662140,
- 10:36country code +234. I'm on socials as Tavishima
- 10:39Ayuddin, especially on LinkedIn. Now back to this whole rant.
- 10:45Now think about it. If somebody has paid you good
- 10:48money to do a job and that customer knows that you didn't
- 10:52store their number, does that make the customer feel like they
- 10:57are important to you? Think about it and if the
- 11:03customer knows or gets the idea that they are not important to
- 11:07you, do you think that is the beginning of a good customer
- 11:11experience or a good user experience?
- 11:15Think about it. One more question.
- 11:17If the customer knows you didn't store the number, if they feel
- 11:21like they're not important to you, and if they feel like
- 11:24they're getting a poor customer experience, a poor user
- 11:26experience, do you think this customer is going to Rep you if
- 11:31they know that you don't send them?
- 11:33Think about it. Let me ask you one more time.
- 11:36Do you think this customer is going to Rep you if they know
- 11:40that you don't send them? Anyway, how does the story end?
- 11:46The guy doesn't seem eager to come for a small change.
- 11:50More or less, that's just the end of the story.
- 11:53Let me ask you now, given the situation, do you think Mom C is
- 11:56going to refer in the future or do you think me and my siblings
- 12:01who push for this business are going to be fair in the future?
- 12:06We're happy about the system. There's no problem.
- 12:09It works very well. Like I said, deep freezer is on
- 12:12on average 16 hours daily. Sometimes deep freezer and
- 12:16freezer are on 20 hours of a day.
- 12:19So we're very happy with the system.
- 12:23But truth of the matter is we're gushing about the solar system,
- 12:27but the way things have turned out, none of us are gushing
- 12:29about the provider. So somebody can come and meet me
- 12:33and come and meet Mumsy and be like, hey, what's up, blah,
- 12:35blah, blah. This thing seems really good.
- 12:37What do you think I'm thinking? And we can say, Oh yes, yes,
- 12:39yes, it's a wonderful idea, go ahead, invest.
- 12:43But do you think any of us are ready right now to refer this
- 12:47particular person? Think about it.
- 12:51These are ways that you distinguish yourself and these
- 12:54are ways to get repeat business. How to get referrals just by
- 12:58storing people's phone numbers, by being in touch, by having
- 13:01some phone game, by having some follow up game.
- 13:05Now the question is, how are we going to deal with small change?
- 13:09Because I understand that as business people, we only want to
- 13:12run when the money is big. When we hear big money, then we
- 13:15move. If it's small money, we're like,
- 13:17yeah, it's not worth my while or OK, let me send one of my boys.
- 13:23How do we deal with it in different ways?
- 13:28But my recommendation, at least today until I think about it in
- 13:32some more depth, I would say is costed.
- 13:35Schedule it and then expand the diagnostics to make it worth
- 13:39your while. Let me explain.
- 13:42The one is costed. If you're going to come out and
- 13:46it's more change, at the very least just make it a maintenance
- 13:51call and then put transport. In Abuja, people who provide
- 13:57solar and in Lagos, people who provide solar already doing
- 14:00that, like battery maintenance for instance, they say that
- 14:03maintaining your batteries is easy.
- 14:04You just open the cover now, pour alkaline water inside,
- 14:09blah, blah, blah. But some of us are afraid, like
- 14:12me, I'm afraid I don't touch electrical equipment.
- 14:14So I always call my guy back like, hey dude, it's time, Come
- 14:17and maintain this battery. Come and service it.
- 14:19He tells me like, look, you can't service it yourself.
- 14:22And I say, yeah, I know, I know I can service it myself, but I
- 14:24don't want to touch any of this electrical stuff.
- 14:26You come and do the servicing for me.
- 14:28So what he does is he charges ME15K every time he's coming out
- 14:32to come and do the servicing. He told me straight up, look,
- 14:34the water is not expensive. The water is like 1K5.
- 14:38So basically 3K4K will buy all the water that we need.
- 14:43But he tells me how look, you know, transport, at the very
- 14:47least transport. So I say, OK, no problem, 15K
- 14:51cost it and have that conversation.
- 14:54OK, no problem ma'am, I'll come out for it.
- 14:56But mummy, you know how things are with this country.
- 14:59I bet no vex, you know, last, last at least I'll collect 10K,
- 15:05cost it, and have the conversation with the client
- 15:09instead of Hemming and hawing and pussyfooting.
- 15:12And then they can tell that OK, because this one is small
- 15:14change, it's not a problem. It's not worth your while, but
- 15:17if it's big, big something, big maintenance that they can now
- 15:20charge like 400K, then they'll show up quickly.
- 15:23So step one, cost it. Have the conversation and be
- 15:29upfront about it. Then #2 schedule these damn
- 15:33things. Like I told you in Abuja and in
- 15:36Lagos, they're already doing it, maintaining our battery.
- 15:39We have to maintain it every two, two or three, three months.
- 15:42Schedule the thing Mummy. I'll be coming by the house
- 15:46every two, 2-3, three months to make sure that everything is OK,
- 15:49system is well maintained, everything is well, this,
- 15:51everything is well, that Mummy. Novix.
- 15:54At the very least, we'll need transport 15K Schedule it.
- 15:59For most people, 15K every three months is not a problem,
- 16:04especially if the person has enough money to buy a solar
- 16:06panel in the 1st place. So cost these things in the
- 16:10beginning, Schedule it, make it part of a service package and
- 16:14that is one way of distinguishing yourself from
- 16:16other people because we know that the average Nigerian
- 16:19business person is going to show up, install the thing, collect
- 16:23the money and leave you who shows up and has a plan for
- 16:28installing and coming back time to time to maintain the damn
- 16:32thing. Even if you're collecting small,
- 16:34small change, do come and do it. That is one way of setting
- 16:37yourself apart. And think about it.
- 16:40If you install the solar panels and leave and never come back,
- 16:43how are you going to get repeat business or referrals?
- 16:46And the person who installs the solar panels but is coming back
- 16:49every 3, three months? People are seeing you, Madam is
- 16:53seeing you, neighbors are seeing you, you're coming and you're
- 16:56going. You seem like you're a
- 16:57thoughtful guy or girl. Everything is nice and well
- 17:00maintained. When the time comes up for
- 17:04referrals, who do you think they're going to call?
- 17:06Isn't not the person that they've been seeing every 3
- 17:08three months. Think about it think so cost it
- 17:14change the lid and then the last one, expand the diagnostics to
- 17:18make it worth your while. For those of you who are, you
- 17:22know, machine maintenance service based people, this thing
- 17:25is just physics. I be chemistry things breakdown.
- 17:32With your years of experience, you know that certain kinds of
- 17:35things are going to break down. So if somebody calls you to say
- 17:38that there's a problem with the relay coil.
- 17:42Now I'm just making stuff up here because this is not my area
- 17:44of speciality. But if somebody comes to say
- 17:46that there's a problem with the relay coil, you as a service
- 17:49technician, you know that OK, if relay coil has problems, it can
- 17:53affect this part and this part and that part.
- 17:57So when you show up, don't just fix your retail coil, sorry,
- 18:00relay coil and then leave. Expand the diagnostics.
- 18:04OK, Mommy, now that I'm here and I fixed the relay course, I need
- 18:08to check this. I need to check this.
- 18:10I need to check this to be sure that this problem has not
- 18:12affected this and that this problem has not affected that.
- 18:17Mommy, is he OK? Can we go ahead?
- 18:20Or by the way, if we do it and we discover any problem, should
- 18:22I let you know at least just make sure that this thing does
- 18:25not break down in the future? Of course, most people are going
- 18:28to say yes now. I sure go ahead and check it.
- 18:31If there's any serious problem, I beg tell me so that there's a
- 18:34problem so that we know just to stop any problem in the future.
- 18:40And that is how you can make some of these visits watch a
- 18:42while because it can come in. And the problem at first you
- 18:46thought was really a quote 500 naira.
- 18:49But by the time you look around and you see that, oh, OK, retail
- 18:53quote 500 naira, but there is this other problem or this other
- 18:57problem that we can fix for this amount or that amount or that we
- 19:01can prevent by doing this kind of maintenance for that amount.
- 19:05And that is how you start expanding the average order size
- 19:11when you go out. Some of you might say, oh, I
- 19:14don't want to steal from people. It is not stealing.
- 19:16It is a valuable service that you are providing.
- 19:19I've been in a situation where I had a problem with my car and I
- 19:23went the mechanic just fixed it, but only that.
- 19:28And then two months later, I was back for another problem.
- 19:31And at some point, you know, as the guy that, OK, look, that
- 19:33time that I came to fix this, if we fix this and we fix this
- 19:36other thing, could it have prevented the problem?
- 19:38And he said yes. I told him like, so why didn't
- 19:41you tell me? And he was quiet.
- 19:46Those of you who are in these sorts of industries, you're
- 19:49fixing machine, you're fixing this.
- 19:50You owe it up to your clients to tell them.
- 19:52Hello. OK, Olga, you came today and
- 19:55what you want to fix, it's just the Boris or it's just the wheel
- 19:59alignment. But actually this is a sign of
- 20:02something bigger. The sign could be here, it could
- 20:05be here. OK, just leave this car.
- 20:07Let me run maintenance on it and let me see what's going on.
- 20:09Let me try and diagnose what the problem is.
- 20:12And OK, as we diagnose it, if we see any bigger problem, should I
- 20:16let you know? Then you keep quiet.
- 20:18Of course the guy is going to say if you see anything, let me
- 20:21know. At least let it be the
- 20:22customer's choice. That OK, Thank you for telling
- 20:24me. Fix the small one, that big one,
- 20:27and no problem. We'll deal with it later.
- 20:29At least when the problem arises, the guy will remember
- 20:32that you told him. So that's my own recommendation.
- 20:37If you don't want to go out for a small change, don't ham and
- 20:40Haw. Don't start doing one kind.
- 20:43You know, ignoring calls and stuff like that.
- 20:47Have a friend conversation, cost the damn thing and then come
- 20:51out. If you don't know how to cost
- 20:53it, then no problem, charge for transport.
- 20:56I say ah mummy, I'll collect 15K.
- 20:58Charge for transport in Abuja. They're doing it in Lagos,
- 21:01they're doing it in other parts of the country.
- 21:03I think it can work as well. Then schedule these things.
- 21:08Make it a regular something be showing up every two, two months
- 21:11or every 3, three months depending on what it is that you
- 21:13sell. Also depending on the health of
- 21:19the machinery. Then expand your diagnostic.
- 21:23Don't just come and fix one thing and then leave.
- 21:27If somebody calls you that AC compressor has blown, don't just
- 21:32come and replace the AC compressor and then leave.
- 21:36You come, you fix the air conditioner compressor, and then
- 21:39you think about it. For a compressor to blow it
- 21:42means that there might have been an electrical problem somewhere
- 21:45that created an what was it called overcharge or something.
- 21:49Try and trace the fault of the overcharge or sorry, no
- 21:52overcharge. I can't remember this because
- 21:54this is surcharge, you know, when current just goes too high
- 21:56Chan traffic and what the problem is and tell the guy
- 22:03hello Olga, yes, I've replaced your compressor.
- 22:07But normally for compressor to blow it means that there might
- 22:10have been a problem from here, from here, from here.
- 22:13OK, just give me like 20 minutes.
- 22:14Let me check. Let me diagnose this thing.
- 22:17OK? If I see any problem, should I
- 22:19tell you? I keep quiet.
- 22:21The guy was, of course. Now tell me.
- 22:23Then go ahead and do it. You might discover nothing.
- 22:28No problem. At least they will think of you
- 22:30as a meticulous guy so that in the future they'll call you.
- 22:34They'll say, oh, this guy, he knows his job.
- 22:37If you find something and they can afford to, then you have
- 22:42expanded the average order size for today.
- 22:47They've made an extra bit of income.
- 22:50They will also be happy because you have prevented some problems
- 22:53from reoccurring. And by the way, I have lived
- 22:56through this, another example that my guy showed up and only
- 23:00fixed the the compressor, the AC compressor, but did not diagnose
- 23:09that the problem was another electrical problem.
- 23:13And think about it, do you think I was happy that you fix
- 23:16compressor today? Then in three months time I'm
- 23:19calling you back from Compressor again, only to now find out that
- 23:22the problem was caused by some other electrical fault?
- 23:25Do you think I was happy? So those of you in these trades,
- 23:30think about it. If you're not in these trades,
- 23:34think about it. You want a viable business, you
- 23:37want a profitable business, you want sustainable business, then
- 23:41the game is repeat business and the game is referrals.
- 23:44So make sure you are storing people's numbers and make sure
- 23:48you stay top of mind and people see you again and again.
- 23:53Whether it's WhatsApp game or Instagram game or showing up for
- 23:58maintenance calls, you need to find ways of remaining top of
- 24:01mind. Anyway, so that's it.
- 24:03That's just the business Nuggets for today.
- 24:08Market Day has been fun. You know how it is now for those
- 24:12of us in this part of the world, you know, now we like food, we
- 24:15like drink. And I'm trusting that wherever
- 24:19it is that you come from, especially if you're Nigerian or
- 24:22excuse me, Ghanaian or whatever. So excuse me, I'm assuming that
- 24:28we're all the same, like, you know, we want to spend time with
- 24:30our family and want to have fun, good food, good drinks.
- 24:35And for those of us who have kids, you know, you're around
- 24:37and all the cousins are playing, as always, such a joy.
- 24:41So still, it's my prayer that for those of us who have
- 24:47travelled and for those of you who still have plans to travel,
- 24:51whether you're heading back home to the villa or whether you're
- 24:53heading to Tenerife or wherever, you know, those of you who are
- 24:56travelling to fancy places, you know, spend Christmas in Canada
- 25:00or France or something, it's my prayer that your travels will be
- 25:04safe. The family members that we go to
- 25:06go and meet are going to meet everybody safe and in good
- 25:08health. My prayer that we all have fun.
- 25:12It's my prayer that we wrap up 2025 with love and with joy and
- 25:16with bliss and that we come back strong for 2025.
- 25:22Oh, sorry, that we wrap up 2024 and then come back strong for
- 25:262025. And I'm looking forward to a
- 25:28wonderful year for also professionally, business wise,
- 25:36family wise, spiritually, everything wise.
- 25:40So hope you guys have fun. It's going to be Christmas in
- 25:44another three days. And yeah, hoping that you all
- 25:51enjoy your holidays and then we'll have a wonderful
- 25:54Christmas. I'm not sure if I can record
- 25:56tomorrow because I won't lie nowadays, now you come home, you
- 26:00haven't seen cousins in a while, you haven't seen uncles and
- 26:03aunties. So we've just been going up and
- 26:04down, going up and down. So, and if I make it tomorrow,
- 26:07I'll catch you guys tomorrow. If not, you'll probably hear
- 26:10from me maybe sometime after Christmas.
- 26:14So either way, have fun, have a wonderful night.
- 26:16I'll catch you guys at the next episode.