Episode Details

To all my fellow Nigerian business owners and sales professionals, I have a message you need to hear: you have a superpower, and it is your subject matter expertise. Too many of you are losing money and clients because you put yourselves in a subservient relationship the moment a customer reaches out. You act like an "order taker" or a "boy boy" just because the other person is paying the bills, but you are the professional in this situation.

I recently saw a perfect example of this. A sales professional I know was trying to sell JBL speakers and gave a quote, only to have the potential customer go elsewhere and pay 50k, 90k, or even 120k more for the exact same product. Why? It wasn’t because of "see finish"—that Nigerian concept of being taken for granted because someone knows you. It happened because the competitor positioned themselves as the expert, while the first seller just gave a price and kept quiet.

Stop Assuming People Don't "Rate" You

If people didn't respect your expertise, they wouldn’t have reached out in the first place. They’ve seen your posts on WhatsApp, LinkedIn, or TikTok, and they believe you are "the guy" for the job. You are the one who messes things up by acting like you are beneath them. Whether you are selling digital accessories or industrial cleaning services, you must take the initiative and direct the conversation.

The Strategy: Diagnose Before You Recommend

Your real strength lies in your ability to diagnose the situation before making a recommendation. When someone asks, "How much for a JBL speaker?" don't just give a price. Ask questions:

 * Who is going to use it? Are you buying it for yourself or as a gift?

 * What is the use case? Is it for blasting music at the beach, or just for listening to podcasts in the car because your Bluetooth is broken?

 * Why that specific brand? If they want JBL, find out why; it might broaden the recommendations you can make based on battery life or technical specs.

Take Control of the Close

Once you understand their needs, provide two or three recommendations. This gives you a range to play with regarding price and technical specifications, such as offering options from Sony or Bose alongside JBL. 

After presenting the options, move directly into the close. Don't be afraid to use an assumptive close, like asking, "Should I package this one for you?" or "Will you be paying via cash, transfer, or POS?"

For service businesses, like office cleaning, take charge by walking the client through the timeline. If they need a job done by a certain date, explain exactly when you need the deposit to buy chemicals and mobilize your crew. By doing this, you aren't just a laborer; you are a professional managing a project.

Final Thoughts

You are the one with the technical knowledge and the professional experience. Take control of the conversation and stop shooting yourself in the leg by being subservient.

If you feel like applying these principles is tricky and you want me to look at your specific circumstances, I am offering 15-minute sales audits and business reviews. You can WhatsApp me at 08064662140 to take advantage of that or to join my WhatsApp channel.

Remember to like, share, and subscribe on Spotify, YouTube, or Apple Podcasts if you're getting value from these sessions. Stand strong in your expertise—I'll catch you in the next episode.