Episode Details

Are you struggling to grow your business or hitting a ceiling in your career? The truth is, many Nigerian business owners and salespeople are failing because they are making too many assumptions about buyer intent.

We often assume we know who the customer is, what they want, and whether they are ready to buy, which leads to a "contracted" sales process where we cut the conversation short. If your philosophy is simply "Madam, you buy, or you no buy?" you are going to struggle.

In a recent episode, I shared a conversation I had with a fellow named Hezekiah, who sells for a distributor of Nike International in Nigeria. Despite working for a premium brand, Hezekiah was facing a common limit: his lead generation was capped because it was controlled by the brand and his boss, not him. When you can't increase the number of people you talk to, your only lever for growth is improving your conversions.

Here is how you can stop being an "order taker" and start closing more deals:

1. Kill the Assumptions

Just because someone enters a high-end store or clicks on a premium website doesn't mean they are ready to drop 500k on a pair of shoes. I’ve done it myself—walking into a GAC headquarters looking sharp but with no intention of buying an 80-million-naira car that day. Never assume someone is ready to buy just because they look the part. If you do, you fall into "order taker" mode, which puts you in a subservient, "boy boy" relationship with the customer.

2. Personalize the Interaction

One of the "cardinal sins" I see is keeping sales too formal. Hezekiah used to start his chats with, "Hello there, this is Nike contact support." I told him straight: It is easy to ghost a business, but much harder to ghost a human being. Instead of being a faceless entity, say, "Hello, this is Hezekiah with Nike contact support." Injecting personality makes it a one-on-one relationship, and that human connection is what prevents people from simply clicking away.

3. Master Qualification and Discovery

You need a process for asking questions, even if it’s just a simple checklist on a sheet of paper. Back when I was in the wedding industry, I wouldn't even take a call without my list of questions. You need to find out:

 * Who is this person?

 * What do they actually need?

 * What is their timeline?

If you’re a wedding photographer and you don’t ask if the person has actually been proposed to yet, you might waste hours sending invoices to someone who is just "doing research."

4. Move from "Order Taker" to "Consultant"

Your superpower is being a specialist. Whether you sell Nike shoes or shawarma, you should see yourself as a consultant. Instead of waiting for them to tell you what they want, explore use-case scenarios. If someone wants "loungewear," ask if it’s for hanging out with friends or for a casual Friday at the office.

Once you understand their needs, give them options. Don't just offer one item where the only answers are "yes," "no," or "ghost." Offer a few choices—like a Steph Curry vs. a LeBron James edition—to keep the conversation alive and moving toward a choice.

Don't let your sales process contract. By asking the right questions and treating yourself as a specialist rather than a "boy boy," you unlock the ability to earn higher commissions and grow your business.

If you want to stop guessing and start growing, I’m here to help. If you're interested in a 15-minute sales or business audit to look at your specific circumstances, send me a WhatsApp message at 08064662140 

Let's get to the root of what's holding you back and "unlock your destiny" in this market.