Episode Details

Is your business struggling with cash flow, stagnant revenues, or missing profit targets at the end of the quarter? If so, the hard truth is that your follow-up game is likely weak, and it is directly messing with your money.

On the latest episode of the show, we tackled the common "sins" of sales communication and how to transform your approach from a "bother" into a professional "follow-through." Here is the breakdown of how to stop chasing and start advancing.

1. Stop "Following Up" and Start "Following Through"

In traditional sales and business development, we make a critical distinction: we don't just "follow up"—we follow through.

 * Following Up is what most Nigerian vendors do. It’s a "pointless buzz." It’s calling to say, "Bros, how far?," "Happy New Month," or "I just wan greet you." There is no agenda, and your prospect is left wondering why you are wasting their time.

 * Following Through is what happens when you have a specific item on the agenda that you both mutually agreed upon during your last conversation.

The goal of every interaction is to secure an advancement. For example, if you send a proposal for a house cleaning service, don’t just say "we'll be in touch." Instead, ask: 

"Madam, most of my customers take 4 to 5 days to consider this. Can I call you on Wednesday the 5th to see which package you prefer?"

When you call on that agreed date, you aren't being a pest—you are simply following through on a commitment you both made.

2. The Sin of the "Multi-Pronged Message"

One of the biggest mistakes I see on WhatsApp and email is the multi-pronged message—a single message stuffed with four, five, or six different points.

When you send a message containing items A, B, C, D, and E, the recipient doesn't know which one to respond to. Most people will just skim or scan the text, and your most important details will get lost. Instead of one "unwieldy" message, you should aim for one key theme per message. Think of your communication as a "salvo"—a sequence of shorter, smaller messages that prompt a back-and-forth conversation.

3. Ditch the "Circle Back" and Corporate Jargon

Because many of us listen to foreign podcasts, we’ve started using expressions like "circle back." In Nigeria, "circle back" doesn't mean anything to most people; it’s just fancy fluff. Use the local equivalent instead.

The same applies to "fake pleasantries." If you didn't ask about someone’s family or spouse when you met them, don't start your business message with "How is the wife and kids?" It feels insincere. It is perfectly okay to greet them, state the prior context of your last conversation, and get straight to your intention.

4. The Golden Rule: The Question Mark

If you struggle with the concept of a "Call to Action" (CTA), here is a simple rule to live by: Never send a message that doesn’t end in a question mark.

Every single message you send should be designed to move the conversation forward. If you want a response, you must ask for one. Instead of saying, "I'm reaching out to circle back concerning the meeting," try: "Regarding our agenda from last week, any developments with the CFO?" It’s short, clear, and ends with a specific prompt for the recipient to reply to.

Let’s Fix Your Sales Process

"I go buzz you" or "We'll be in touch" are sweet-sounding phrases that amount to zero in terms of revenue. Real sales happen when you are clear, specific, and professional.

If you need me to look at your specific circumstances, I am offering a 15-minute sales audit for your business. You can also join my WhatsApp channel for more tips like these. To get started, just send a message to 080 6466 2140

Stop buzzing and start closing. I'll catch you on the next episode!