Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / Know Your Customer: The CRM Advantage for Business Growth

Transcript

Know Your Customer: The CRM Advantage for Business Growth · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

• 0:01
  Hello and welcome. My name is Tavi Shima Ayede.
• 0:04
  I saw sales and marketing challenges and I'm making
• 0:07
  today's recording in my living room.
• 0:09
  So you're going to hear some interruptions, you know,
• 0:11
  neighbour's house being renovated and all of that.
• 0:15
  Now the goal of this podcast is not to talk about my neighbors,
• 0:17
  but why we gather here is to do some business education.
• 0:21
  So when you're done listening to the podcast, please spread the
• 0:24
  word so that your friends and family members in Nigeria and
• 0:27
  abroad can benefit from the questions that we tackle.
• 0:31
  They can do that by subscribing on Spotify, YouTube, Apple, any
• 0:35
  player of their choice. And if you in particular have
• 0:38
  any sales and marketing questions, then bring them to
• 0:40
  me. You can call, you can SMS, you
• 0:42
  can WhatsApp me on 08064662140. So today on the podcast, I want
• 0:53
  us to be brief and I want us to look at reasons why every
• 0:58
  business needs a CRM. It's something I used to talk
• 1:01
  about in the past. I haven't mentioned it in a
• 1:03
  while, but some stuff has gone on.
• 1:06
  You know, my personal life that has just hit home again as per
• 1:12
  this is a reason why every business needs a CRM.
• 1:16
  And I'll keep saying this because lots of you running
• 1:18
  businesses now, you don't have ACRM, you don't even know what
• 1:23
  the CRM is. And because of that, you don't
• 1:26
  even know why this kind of thing is important.
• 1:29
  So let's just get straight into the cocoa.
• 1:32
  So it is the background. My my wife, she has dreadlocks.
• 1:37
  She has really nice hair. And I've always been telling
• 1:39
  her, you know, right from toasting stage to courtship to
• 1:43
  marriage, as in she has good hair.
• 1:46
  And it took her a while before she got these dreadlocks was a
• 1:49
  very long time because, you know, consulting with, you know,
• 1:54
  people at work, talking to her friends, talking to other people
• 1:58
  who have dreadlocks, you know, people making referrals, you
• 2:01
  know, how doing research online, you know, stuff like that.
• 2:05
  You know, those of us who are meant, we don't really
• 2:06
  appreciate the, the mental gymnastics that women go
• 2:10
  through, you know, before they decide on some of these things.
• 2:13
  Because for we guys, if we want to cut our hair, we just stand
• 2:17
  up and cut our hair. You know, it's that simple.
• 2:20
  But The thing is for some kind of businesses like this, you
• 2:23
  know, salon space, hair making space, sometimes a potential
• 2:27
  customer like my wife is taking months and maybe sometimes years
• 2:32
  in the making before they decide, now let me do dreadlocks
• 2:36
  or let me do Gerry Coil or let me do this or let me do that.
• 2:39
  Sometimes it's a very, very long time in the making and to be
• 2:44
  honest, this whole thing of natural hair and you know, or
• 2:47
  whatnot between me and my wife, you know, it's a discussion that
• 2:49
  we've been having since like 2000 and nine, 2010, you know,
• 2:53
  up until now. So picture this, pretend now
• 2:58
  that you have a salon, you have a hair kind of business.
• 3:04
  My wife has been considering this thing for a very long time.
• 3:06
  She finally settled on one place in Guerinpa.
• 3:09
  The place was highly recommended that I know if you go here, they
• 3:13
  know how to lock your hair, they know how to do this and how to
• 3:15
  do that. So that's what we've been doing.
• 3:17
  That's why my hair, my wife went to unlock her hair in Guerin
• 3:20
  Park. Then I used to think was a
• 3:25
  straightforward something that once you go and do the dreadlock
• 3:27
  does it, you don't finish. But actually it turns out that
• 3:30
  when you do the dreadlock, you're supposed to go back and
• 3:33
  then they'll do something again. They'll say, they'll say they
• 3:35
  are relocking your hair or something like that.
• 3:38
  So you guys go for touch up every I don't know whether it's
• 3:42
  every month I'll be every two, two months or something.
• 3:45
  So anyway so she has done the dreadlock then she has been
• 3:47
  going back to now be relocking the thing.
• 3:52
  So 2 days ago now my wife said time don't reach it's time to
• 3:56
  lock the hairs. OK no problem.
• 3:58
  So where am I be I need to know so I'll go and drop her.
• 4:00
  She said, no, no, no, I'm not going to go and I'm going to say
• 4:03
  to so, so, so, so so Plaza. I said, what happened now?
• 4:07
  She said, well, don't worry about place.
• 4:10
  That the ogre, the person who runs the salon, the woman who
• 4:13
  runs it, that she's the one that has the main skill when it comes
• 4:16
  to locking and everybody else, they know how to lock the hair.
• 4:21
  See, I'm not a hair person, so don't I can't explain to you how
• 4:25
  you lock somebody's hair when it comes to dreadlock.
• 4:27
  So the same way those of you who don't understand, the same way
• 4:31
  you don't understand the same way me, I don't understand.
• 4:32
  But Shard is the process. You go and lock the hair first,
• 4:37
  then you now come back, somebody will now relock it and continue
• 4:40
  to be relocking again I think for like 1 year before you know
• 4:44
  you're good to go. You now resemble Bob Marley or
• 4:49
  what's her name, Whoopi Goldberg.
• 4:51
  You now have that kind of hair, Tracy Chapman, that kind of, you
• 4:54
  know, correct dreadlocks. So I said that your guy is the
• 4:59
  main person who has the skill when it comes to locking the
• 5:01
  hair. Then the people, the employees
• 5:06
  in the salon, they know how to lock the hair, but they don't
• 5:09
  know how to do relocking. That's the part where you go and
• 5:12
  do touch up. So because of that, now my wife
• 5:17
  was not happy with the relocking sessions.
• 5:20
  So picture this, you're a business owner, you have a
• 5:23
  customer. The customer was happy the first
• 5:26
  time, but the customer is not happy the subsequent times.
• 5:30
  You understand what I'm saying? My wife went for the locking,
• 5:34
  she was happy, She went back for the relocking.
• 5:37
  Since then she has not been happy.
• 5:40
  So because she was not happy with the relocking sessions,
• 5:44
  that is how she now discovered this new location in Wu, say 2,
• 5:49
  from a colleague at work, another person who has
• 5:51
  dreadlocks as well. And you know, when our
• 5:55
  customers, when they find each other, they start forming small,
• 5:57
  small communities. And that's how these
• 5:59
  recommendations get made. So in the beginning was me and
• 6:02
  my wife talking about these things.
• 6:04
  Later on, my wife started finding other people, excuse me,
• 6:07
  who are in the dreadlocking community, you know, people who
• 6:10
  have locked their hair since a long time ago.
• 6:14
  So that's how she discovered this new location in Wu Say Too.
• 6:17
  So that was it. I went and dropped her in Wu Say
• 6:21
  too. And to be honest, when I picked
• 6:23
  up me and my children, the difference was clear.
• 6:26
  I won't lie, I don't understand how you lock her, but I just
• 6:30
  know that once I saw my wife the way the thing was looking clean
• 6:34
  and was not just looking clean this way that the thing I can't
• 6:38
  explain it here, but I could see the difference and I was like
• 6:41
  OK, OK, no I understand. So from now on this is the place
• 6:46
  I'll be. My said of course that this is
• 6:47
  the place that these people they know what they're doing and the
• 6:53
  thing was even quick because the other place when we go and drop
• 6:56
  my wife to do relocking will take like 6 hours.
• 6:59
  This will say to place I think was like 2 1/2 hours till I
• 7:03
  finished even myself. I was surprised.
• 7:05
  So anyway that's how the episode ended.
• 7:12
  Some of you now be asking now look what does this have to do
• 7:15
  with me? I'm not in business of doing
• 7:18
  here. So this whole story you told me
• 7:19
  now, I don't understand, you know, like was my own.
• 7:24
  This is your own now. The owner of the saloon just
• 7:30
  lost the customer. All of us list on this podcast
• 7:37
  right now. We're all business owners.
• 7:41
  There are times when we will lose customers.
• 7:44
  But the owner of this salon in Guerinpa who does dreadlocks,
• 7:48
  she has lost the customer. And guess what?
• 7:50
  She will never know why. Let me repeat, this woman has
• 7:57
  lost a customer but she will never know why XYZ number of
• 8:02
  customers did not come again for their appointment last week.
• 8:07
  In fact, to be honest, the way we Nigerians run our businesses,
• 8:11
  it will be at the end of the year when it's now time to be
• 8:14
  sending everybody Christmas message that they will now
• 8:17
  discover that oh, this woman that has been doing relocking
• 8:21
  with us, she didn't show again. So it's in December, they
• 8:26
  realize. And by that time, of course, you
• 8:28
  know, it's too late. If somebody has been relocking
• 8:31
  here with you every two, two months, every 3, three months
• 8:36
  and then they stop coming in February.
• 8:39
  March is only in December that you discovered.
• 8:42
  Don't you know that by then? They've moved on.
• 8:44
  They found a new hair place to be relocking their hair and the
• 8:46
  things you don't know why? This is why every business owner
• 8:52
  needs a CRM, because most of U.S. business owners listening
• 8:58
  on this podcast right now do not have CRMS.
• 9:01
  We have no system to find out whether our customers are happy.
• 9:05
  We have no system to find out whether there's a problem with
• 9:09
  our customers. We have no system to schedule
• 9:12
  the next appointment with our customers and we have no system
• 9:17
  to follow up and confirm appointments with our customers.
• 9:23
  There's a technical way of defining CRM and I think
• 9:26
  sometimes the technical definitions, excuse me, the
• 9:29
  technical definitions of CRMS don't allow you to understand
• 9:32
  why this thing is important. All these things I've said now
• 9:35
  for the purposes of today's episode, that is a CRM.
• 9:38
  That's what the CRM does. CRM, customer relationship
• 9:43
  management tool. If you run a salon, it will help
• 9:47
  you to know, are my customers happy?
• 9:51
  What are the problems my customers are facing?
• 9:54
  When is this person supposed to come for the next appointment?
• 9:57
  How will we schedule this appointment when we have
• 10:01
  scheduled the thing? How are we going to follow up
• 10:04
  with this person to confirm that they're coming for the
• 10:06
  appointment? That is the definition of ACRM,
• 10:12
  and too many business businesses are losing customers and they
• 10:17
  don't even know why. And there's nothing to prevent
• 10:19
  them losing customers. Now, if the hair salon had the
• 10:23
  CRM, in this case, let us pretend that they don't want
• 10:27
  fancy CRM. So all they need is just diary,
• 10:30
  physical diary in the studio. Now the reason why I'm starting
• 10:33
  from Diaries, because my initial professional background was in
• 10:37
  law. And when I graduated school, you
• 10:39
  know, it's not as if computers were everywhere like that.
• 10:43
  So back then it was diary that we used to use.
• 10:49
  Every lawyer, the junior lawyer, you have your own personal
• 10:52
  diary. Then there'll be 1 master diary
• 10:56
  in the chambers where the head of chambers, or should I say
• 10:59
  like head of operations is in control of that diary.
• 11:02
  And so from the partners, the auger having their diary, from
• 11:05
  we, the juniors having our own diary and from the office itself
• 11:09
  having a central diary, That is how we used to manage
• 11:12
  everything. Who is supposed to go for what
• 11:14
  case, what time in which location?
• 11:18
  Who is supposed to have a meeting with this client where
• 11:21
  and to discuss what issues it is from diary, paper, paper,
• 11:24
  pencil, pencil and byro as I wish to manage everything.
• 11:29
  So back then that was our CRM, our customer or client
• 11:34
  relationship management tool, Diary, pencil and paper.
• 11:39
  It doesn't have to be pencil and paper, but I'm just trying to
• 11:42
  show you how. Anything that you use as ACRM
• 11:47
  can help prevent some simple business problems that people
• 11:52
  are facing in their businesses. So the owner of the salon in
• 11:56
  Guerin panel, if they had paper and pencil diary there, there
• 12:01
  will be something there to say. Missus Ososo.
• 12:04
  And so came for today's session at 8:00.
• 12:09
  You will now be able to schedule a customer service Rep to call
• 12:12
  the person next week or two days later to say thank you very much
• 12:16
  for coming in for the session. While you are there.
• 12:18
  I hope there was no problem. The hairstylist was not rude to
• 12:22
  you. I hope there's no problem.
• 12:23
  I hope you're enjoying your services.
• 12:26
  Is there any particular problem that you have now?
• 12:29
  Guess what? At that point in the
• 12:31
  conversation when they say, I hope there's no problem, is
• 12:33
  there any particular problem? Is there something we could have
• 12:35
  done better? There are some customers who
• 12:37
  will say this relocking that your girl did for me.
• 12:41
  I am not too happy with this relocking.
• 12:45
  Say Madam, what's the problem? I don't know.
• 12:47
  It's just the way that The thing is looking.
• 12:48
  I don't know, I'm just not happy with this relocking.
• 12:51
  OK, Madam, we're very, very sorry.
• 12:53
  Please come in. Let's Madam have a look at it.
• 12:56
  Because Madam is the one who is the pro when it comes to
• 13:01
  draglocks. Let Madam have a look at it.
• 13:03
  When she now comes here, Madam has a look at it.
• 13:05
  Since Madame is the professional, Madame will now
• 13:07
  know OK that this is the problem.
• 13:10
  That may be Ching area and in case you don't know how to lock
• 13:12
  very well, we need to train the two of them, you understand?
• 13:18
  You see how a CRM is going to help you improve your business
• 13:22
  and make sure you don't lose customers because you have
• 13:24
  something, even if it's pencil and paper, that is prompting
• 13:27
  you. Call the customer, are they
• 13:30
  happy? Is there a problem?
• 13:33
  Call the customer, remind the customer this is the next
• 13:36
  session. When are you supposed to show?
• 13:38
  This is where you're supposed to show.
• 13:42
  Follow up, confirm appointments, anything that is prompting you
• 13:47
  to do these things, that is ACRM.
• 13:53
  So if you don't want to do anything fancy, because there's
• 13:57
  one that I use, I won't. I use Zoho.
• 14:00
  That's what I use. Excuse me if you don't use
• 14:05
  anything fancy, Google Calendar is there.
• 14:09
  Use your Google Calendar, use your notes in phones, use your
• 14:12
  reminders apps, use your whatever.
• 14:14
  There are options if you don't want to do anything tech.
• 14:19
  I told you that there are some of us that we started off with
• 14:23
  with diary, pencil and paper. That's how some of us started.
• 14:28
  You can do the same thing as well.
• 14:31
  There are some people, one guy I know who is still in the event
• 14:33
  space, his own is Excel sheet, Microsoft Excel, Excel, that is
• 14:37
  what they use. They'll put everything in Excel
• 14:39
  sheet, whatever it is. Every business needs ACRM.
• 14:43
  Everybody, every business needs some kind of system that is
• 14:46
  going to help you figure out are my customers happy?
• 14:49
  Is there any problem? When next are we supposed to see
• 14:52
  them? How are we going to schedule
• 14:54
  this thing? How are we going to follow up?
• 14:56
  How are we going to confirm appointments?
• 14:59
  So CRM, the definition is wide, but for the purposes of this
• 15:03
  podcast, anything you use to do this, that is ACRM and every
• 15:08
  business needs ACRM because you are losing customers.
• 15:10
  You have no idea why and it's so sad.
• 15:15
  Such a pity because I can assure you that my wife is not the only
• 15:19
  person who has left this, who has left this salon to go and
• 15:26
  find another place. The tragedy is just that you'll
• 15:28
  never know why the customer you've lost, you've lost no
• 15:31
  problem. But at least if you know what
• 15:33
  the problem is, you will know how you can fix it.
• 15:36
  You know how to can say, oh, sorry, please come back.
• 15:39
  We'll do it again at half the cost or we'll do it again for
• 15:44
  free or thank you very much for the information.
• 15:47
  It was so so who hounded your hair?
• 15:50
  We'll make sure that he's properly trained so that by the
• 15:52
  time you come for the next session, you will not have any
• 15:55
  problems. Like, I don't know, whatever the
• 15:58
  solution, at least you will know what the problem is.
• 16:02
  So that's why every business needs ACRM.
• 16:05
  So that's all for today, folks. Remember, if you have any sales
• 16:07
  and marketing questions, bring them to me.
• 16:09
  You can call, you can SMS, you can WhatsApp me on 08064662140.
• 16:15
  Thank you very much for your time and attention.
• 16:17
  I'll catch you next time. Same place in your headphones or
• 16:21
  in your speakers.