4 Steps to Build a Sales System That Scales

Today on the podcast, we're going to be doing some end of year musings about sales and also about the podcast in general. So today what we're going to do is just talking in general about sales and also talking about the podcast and the reason why, sorry, excuse me. And the reason why is because of course, it's the end of year, so everybody has been getting their Spotify Wrapped and Spotify Wrapped. Sorry, excuse me. So Spotify Wrapped starts WRAPPED.

It just shows a wrap up of what your listening habits were for the previous year. So for those of you who listen to podcasts, who listen to music on Spotify, you've been getting a summary of all the things that you've been listening to. You know, what are the top podcasts that you listen to? What are the top topics or you know, stuff like that generally, just so Spotify just wants you to see what you've been up to for the previous year.

So listeners of the podcast have been getting their Spotify Wrapped and people have been reaching out to me to say this is me, this is my Spotify Wrapped. You know, I was a top 1% listener. I was top 2%, I was a top 5%. Your podcast was in the top three for me, top five, top 10. And like I said yesterday, I've been really happy getting that feedback from you guys because it's an honour for me. And honestly, it really is.

It's an honour that you guys would listen to me. You guys would listen to me regularly. In fact, that's the first thing that I want to talk about. So it turns out that lots of you who listened to the podcast last year, in 2025, you guys binge listen to the podcast. And you know, binge listening just means you load up a couple of episodes and then you listen to everything straight. Funny enough, that's how I listen to podcasts.

I just loaded up and then I binge. Now my wife on the other hand, she takes her time like she picks an episode and then she will listen. So she'll say today I want to listen to the Honest Bunch. And then she would scroll through the Honest Bunch and pick one episode and then listen. Tomorrow she might say she wants to listen to the Real Housewives of Atlanta podcast and then she will scroll and then pick one episode and then listen.

And then the day after that, you know, listen, but I binge. And so I've discovered that lots of you also binge listen to the podcast as well. And for that I would like to say thank you. Oh, sorry, I forgot if this podcast is primarily a sales podcast. So don't worry, we're going to get into the sales bit soon. So if you like listening to shows around business growth, acquiring customers, keeping customers happy, then subscribe to the podcast on Spotify,

iTunes, or any podcast player of your choice. Then my name is Tavishima Ayedi. I'm the host of the podcast. And if you want to get in touch with me, you can call, send me a text message or a WhatsApp message on 08064662140. You can reach out maybe to tell me about your listening habits or preferably if you have any questions around sales, around marketing, business challenges, I'd love to hear from you guys. So back to what I was saying.

Yeah. So a lot of you who've been reaching out to me so far, you guys binge have, have a binging habit. And my own opinion is neither good nor bad. And I'm actually glad that that's what you guys do. However, I do want to point out that I expect that if you binge listen to my podcast that you are taking notes. I don't expect you to sit down with a pen and a pad, you know, for the whole 3045 minutes that every single podcast episode is on.

But if I say something and the thing seems to make sense, I beg pause, then go and write the thing down or pause and then make a note on your phone. Because my goal in making the podcast is not just I have thousands of downloads, so I really appreciate the downloads I've got so far 60 something 1000. So I really, really appreciate it. And I have over 3500 subscribers on Spotify. I really love you guys. I really appreciate it.

But the goal is not for me not to just acquire listeners for listener 6. I'm actually trying to inspire changing a couple of people. And I want people to reach out to me to say I listened to this particular episode where you said this, I applied it, and this was the result that I saw. That is the kind of thing I'm hoping to hear from people. Even if somebody reaches out and says, I listened to this particular episode, I tried this particular thing and this thing doesn't work.

Therefore I disagree with your recommendations even that. I would be happy to hear that I'm trying to inspire changing. So please take notes and apply. Then I also noticed that lots of the people who listened to the podcast seem to listen to Christian podcasts as well. And that is nice to know because lots of you are taking screenshots and then sharing your list with me. So for those that I'm number one, I'm glad that I'm number one.

But then for those I'm #3 #4 number 5I notice that top #1 podcast, the Christian podcast, number two, Number three, I'm like, OK, looks like I have some religious folks over here on my hands. By the way, if you're a listener of the podcast and you're an atheist, you know, no, Yawa, it's not a problem. I'm not saying don't listen to the podcast. In fact, if you're an atheist listener, you know, reach out to me. You know, let's let's talk because whenever people reach out and we talk, we don't just talk about business.

I mean, we're human beings. So eventually we're going to talk about, you know, family and, you know, all kinds of things in general. So even if you're an atheist listener, no holla, reach out to me. Not a problem. Not a problem at all. Well, for those of you who have me as part of your listening diet and you have some Christian podcasts as part of your listening diet, some theology podcasts or some gospel podcasts. I mean, we thank God and it's it's good, but the advice is still the same.

I beg listen and apply. So when you are listening to other people, listening to other Christian podcasts, don't just be listening for listening sake. Somebody says something, the thing makes sense, listen and apply. So it's like me, I listen to podcasts around marriage because I mean, you know, now for those of you who have married, you know that marriage is not easy. You guys are coming from different backgrounds. You guys have different aspirations.

You're different people trying to build a life together. So marriage is not easy. So I listen to parenting podcasts, and I listen to podcasts around marriage, and I hear something. I'm like wisdom, wisdom. I need to apply that. So for listening, for listening sake, there's a problem. When we listen to apply, it's good. So I'm glad that I'm #3 #5 on your list and that Christian podcaster #1 #2 #3 still, the advice is the same.

Be noting things down, be applying one or two things. In fact, as one listener that I've been in touch with, well, I've only had one conversation with her and she sent me a screenshot and I was surprised to discover that she's a Calvinist. You know, I looked at the podcast, number one, number two, number three, I think I was number 4. Then it was #5 number six. I was like, wow, she's a Calvinist. And I was surprised because I

didn't know that we have Nigerian Christians who are in the Calvinist tradition. I always assumed it was an American sort of thing. So anyway, cool. Just nice to see you guys. It's, it's nice to put a face or put an ear shot to be able to concretely know the people who listen to my podcast. So that's good. And I think the overall general thing that I can take away from this is when I was a boy, my catechism teacher, Mrs. Ugandan.

Yeah. Mrs. Ugandan, she was my first catechism teacher. She used to tell us, what does it profit a man if he gains the whole world? What loses his soul? Of course, it applies to women as well. To women, What does it profit a babe if she gains the whole world but she loses her soul? And I think kind of stuck with me. So it's nice to see that I have brothers and sisters out there from different traditions who are also thinking the same thing, who wake up every day and who say I must hammer, I must make this bastard money.

However, I will not lose my role in the process. So as we meet ourselves, let's be encouraging ourselves. Those of us who believe that we can acquire this creepsy money, this good money, this as in like filthy money, like bastard money as in you know, so we should be encouraging ourselves, you know, while on the same Rd. we'll get this money, but we're not going to sacrifice ourselves in the process. Now let's get straight to the sales related things.

There was one guy who told me that I was really happy that he discovered podcast and he interacted with me because until he interacted with me, he thought that sales was a one time offer. Now when he said that, nothing really gladdened my heart. It really, really gladdened my heart because that is one thing that I've been trying to pass across with the podcast since day one. Lots of people think sales is a one time thing.

I have a product, I have a service, I have something to sell. Nothing cost 2.5, I sell the thing for 2.5 MI, collect my 2.5 M and then everything is done. Nothing gummy, nothing gum you I think look, that can be far. That is the farthest thing from the truth when it comes to business. Excuse me. And it's kind of short sighted and this is what we see in Nigeria all the time. Somebody told you they want you to buy the product or the service, but the moment they collect your money and they deliver the thing they just caught as in the cut off from you, nothing again, nothing joiner.

Whether you're happy, they don't care. Whether you're sad, they don't care. Do you think what they don't care down is you know they have collected the money. There are too many Nigerian entrepreneurs who run around thinking that sales is a one time offer that once you collect the money, that's it, it has finished. That is an incomplete picture of what sales is. So through the broadcast, I've been trying to let people know that the goal when it comes to growing our revenues is to maximize something that you people in the tech space like to call CLV, customer lifetime value.

That is not just about the amount of money you collect now, but it's about the amount of money that you could collect potentially from a customer, from a client over a set period of time. In other words, if you sell cars, it is not just about the car that you collect. You sell somebody today. The real money comes when somebody buys a car from you today in 2025, then they come back in four years in 2029, and then maybe another three years after that, they come and buy another car from you again.

And maybe in between, they send three or four people to come and buy from you. Now imagine if you have a customer base for whatever you sell, whatever product or service that you have, and you have just 10 customers like this in your life. Imagine just 10 people who are buying repeatedly from you, and somehow, somehow every 2-3 years they're sending four or five people your way. Imagine how sweet your business life will be.

That is what we should be aiming for when it comes to growing our businesses, growing our revenue. It's not just a one time thing. We're trying to get repeat purchases. We're trying to get referrals or introductions. We're trying to maximize customer lifetime value. And I think the first time I spoke about it on the podcast, I used an example of when I was in Kano, the thing that really opened my eyes back when I was in Kano during my NYSE, excuse me, For those of you who are not Nigerians, NYC is the National Youth Service Corps.

That is the mandatory paramilitary service that we all go through. And it's supposed to be part of national development. So we work in different communities all over Nigeria. It's supposed to expose us to people from, you know, different people with different cultural values, different contexts, people from different economic backgrounds. And so that's the reason why you could have like a lower middle class kid like me who grew up in Abuja and Lagos going to serve in rural communities in Kano.

So while I was there now because I like to eat and I also stayed with a guy who liked to eat, nice Cameroonian guy, DDA. Shout out to DDDDDA Beku, nicest guy I've ever seen. Took in a total stranger who didn't know me from anywhere and I asked him why. He said, well, my spirit just agreed with you and he's a correct guy. Because to be honest, the level of kindness that DDA showed me, I have never shown anybody. And to be honest, I don't think I can show anybody that kind of kindness.

I don't know if I can open my heart to my house to a total stranger. So DDA was a correct guy. When you guys are praying, pray for him please. He's a correct guy. So what I used to do now was every day I'd buy a loaf of bread from one Meshai who was on our street. Meshai are the local vendors like they they make tea and bread with egg. But of course, you know even Meshai, they have upgraded the UVP, the unique value proposition.

So Meshai nowadays they also do Indo Mia as well. Correct Indo mie indo movie egg. And then if there's a suya person nearby, especially at night, you can combine the 2. So you go and buy suya. You give it to the Meshai. The Meshai will mix the suya in the in the Indo Mie. Then you, you take it, you, you, you move everything down with a nice hot cup of tea. Man, that is the life correct living. That's how you flex meshai with Indo mie.

That's a nice way to chew. So I used to buy a loaf of bread from this guy. If I was broke, I'll just buy one. If there was money, I'll buy 2. Because what we'll do is when the day comes home, because the day was a, was a mechanic, although I used to call him engineer, he said no, that he's not an engineer, he's a mechanic. So he comes home, you know, we'll just sit down in front of the TV and then we'll be watching news, be drinking tea because during Hammer Tan in Kano, Kano is cold.

During Hammer Tan, cold, very cold. So we sit now watching tea, now watching TV and drinking tea and be abusing politicians, you know. So as you abuse this politician, you call small bread put in your mouth and they chew and they abuse another politician call small bread. So between me and the D, that's how we used to just consume bread. So I used to buy from the Michai one loaf of bread if I was broke, if I have money, 2

loaves, 3 loaves. Also because DJ is now married, but the lady was dating at the time, Olama, who is his current wife. You know, she'll come over to you don't know how we can't be eating bread and all of my is not eating anything, you know. So she will join us, although she is not as if she was a bread person per SE. So that's how we'll be eating bread, drinking tea, abusing politicians. Then I was in Kano for over a year by the time I was leaving.

Now I told him a shy that I was going and the guy you could see that he was sad. Then he said prayers for me. I don't understand how so, but I'm assuming that the prayers were good. So I kept saying Amen to the prayer. I kept saying I mean to the prayer and then he dashed me two loaves of bread. So when I went inside, I told you did and see what happened and the day said of course. Now why would he be sad? I said, what do you mean?

He said calculated. Now how long have you been here? Over a year. He said, how many loads of bread have you been buying from this guy? And I thought about it, one loaf of bread every single day. If there's money, I'll buy two or three. And he said, do you know how important you have been to these guys since you've been here? It was then that I understood the idea of customer lifetime value. Some people, when they sell a loaf of bread and you make a profit, 500 naira, you think that 500 naira is key.

You don't realize that the goal is, if you can call, tell somebody to come and buy one loaf of bread from you a week, excuse me, and collect 500 naira, but the person never come back again. What have you profited? What is your gain? But if the person buys one loaf of bread from you, so excuse me, the person buys a loaf of bread from you, your profit is 500 naira. But the person buys 4 loaves over the course of a month.

That is 1 loaf every single week. Your profit is now 2000 on top of that guy. Hope you guys are seeing the math now. One purchase, this customer was only worth 500 naira to you. If you get the guy to come and buy five times, this person is worth 2000 naira to you in a month. Now assume that this person buys these 4 loaves every single month for the rest of the year. You can see how if you get one loyal customer at the beginning of the year 2026, you can see that it is not just worth the money that you collect now, but the money that you collect weekly or monthly or yearly or quarterly or whateverly.

That is the real worth of the customer. That is when I understood what customer lifetime value means when I was leaving. The reason why that guy was sad was because the man knew they made shy. He knew that as I was walking away. So excuse me, back then bread was really, really affordable. You know, maybe like 300 naira or something like that. So I don't know. His profit margin was as I was walking away, he knew that it was not 300 naira that was walking away.

Remember, I used to buy bread every single day. It was 300 naira times 7, then 7 * 4, then 4 * 12 for the rest of the year. So I repeat, I can't remember anyway, but let's say back then bread was 300 naira. This guy knew that the amount of revenue that was leaving because I was leaving Kano to go back to Lagos, the amount of revenue was 300 naira for one loaf of bread. Remember on days when I had money, I'll buy 3. So we can really really enjoy ourselves and abuse the politician as well as we're watching news.

NTA news. So what the man saw leaving was 300 naira. That's one loaf of bread a day. I didn't talk about the egg that I will buy or the Indo media or buy just the bread. So 300 now for a loaf of bread multiply that by 7 days. I'm not good at math so let me not let me not deceive myself OK? Let me try it. 300 * 7 that should be what was that 2100? I mean 2100. You now multiply that 2100 by 4 weeks in a month. So that's 21 by 4.

That'll be 48. That'll be 8 thousand 8400. I'll be if I'm correct, 8400 a month. You now take that 8400 a month and then multiply that by 12. Now my math is another good so I don't know what it is, but do the math yourself and you will see that when I told the guy that I was going back to Lagos. He knew that that was the amount of revenue that was leaving. Sales is not a one time offer. If you're looking at as it as a one time, your view about sales and business growth is incomplete.

It's limited, it is stunted, it is not helping you. You should be trying to maximize customer lifetime value. The big revenue comes on the back end. I repeat, the big, the big revenue comes on the back end. The goal of your sales programs, of your sales efforts, of your sales campaigns, of your sales, whatever is to get people to buy again and again and again. That's where the good money comes from is to get people to come and refer you to other people, introduce to other people so they come and buy again and again and again.

That's where the money comes from. So even if it's only that one person who reached out to me to tell me that he was glad he discovered the podcast and this was the thing that he learned that sales is not a one time offer, even if he's the only person I've reached, I thank God I've done something. I'm hoping I can reach one more person today with today's podcast episode. Your ideas about sales is limited, is incomplete.

It is stunted. Your idea about sales and business growth, It has quite shocker and it's not helping you and it will not help you. I repeat, the goal is always yeah, the money is on the back end. The goal is always repeat purchase, reference or introduction. That is always the goal, always. That's where the good money will come from and that's one reason why I keep on referring to this guy. Cycle Motor in Abuja car dealer.

Whenever a repeat customer comes, you know he puts it up on his profile, he appreciates them, he shows them love, he brags about it is part of his marketing campaign that me, I'm a car dealer where people don't buy ones from me. They buy and then they come back and then they buy for other people and then they refer other people as well. That is where the sweet money comes from. If somebody comes, if you're a car dealer and somebody comes and buys 1 Mercedes-Benz from you and the person never comes back or profit, is that to you?

You've collected money once and then what? And So what? But then think about it, there's this guy who you are who is who I bought 2 cars from back in ours in Lagos. This is what happened. My brother-in-law is one who bought the car from who you are and we all seem like an OK guy. Excuse me, so my brother was ready to buy a car. What do you think happened? My brother-in-law Patrick took my brother there and so he bought the car and after a while this new makes sense like this car is studied the car correct?

No problem, no mechanic issue. So when I was ready to buy a car, guess what happened? We went to move out to buy the car when mom she wanted to buy a car. Guess what happened? Now those are the ones that I know. I don't know of any other person that my brother might have introduced to or Patrick might have introduced to. But think about it. This is where the good money comes from. When you're a car dealer and you do well for one guy and then the guy says brother-in-law, what's up now?

I should be won't buy a car. I have somebody come and see, then after that one another brother-in-law will come and buy. Then after that one mother-in-law will come and buy. That is where the good money comes from. If you're a car dealer. So whatever you sell, cars, bread, Bible, mobile phone, keyboard, consulting, dentistry, architecture, whatever it is maximizing customer lifetime value, repeat purchase referrals, introductions, that is where the good money, the big money comes from.

So apart from the guy who reached out and to say thank you very much, I learned something. I'm hoping I'll reach another person today. Please. I'm begging, I'm praying, I'm hoping that there's somebody who is listening to the podcast now and this is his very first time of hearing this kind of thing. If you think sales is a one time offer, once you've collected money, to hell with the person to blazes with the person. Your idea of sales has quite shocker.

It is incomplete, it will lead to stunted growth and you will not be able to get that money that you need to flex. If you like to eat Sharma like me, your idea of sales is what stopping you from eating Sharma. If your wife wants to travel abroad and you want to send her abroad, your idea of sales is what is stopping your wife from having an overseas travel. If your children say, daddy, we want ice cream, but you say, what do you mean ice cream getaway, go home and eat food.

And the reason why I said this is not because ice cream is bad for their teeth is because you know your wallet is lean. It's because of your ideas around sales that you cannot buy that ice cream for your kids. Anyway, let me move on. Let me know rest too much on this because OK, it's ready 25 minutes. Then that same guy above from him saying that one of the best things he learned from me is that sales is not a one time offer.

He also said that this one conversation we had about the most important skill in sales because he asked me what is the most important skill in sales and he thought I was going to give him something. Bam silver bullet. I'm answer to him was there is no most important skill in sales. He really valued that conversation that we had. The reason why there is no most important skill in sales is because it is contextual. It depends on you.

It depends on your deficiency. It depends on your skill set. The thing that I need to move me along in sales is different from the kind of thing that you need. It also depends on what it is that we're trying to sell. So it is contextual. There's no most important skill. But I told him that the biggest thing anybody needs to realize, especially business people in Nigeria, is to realize that sales is a system. Let me repeat, sales is a system that works together because lots of people in Nigeria assume that sales is toasting or sales is tactics or, you know, a magic pill or something.

No, sales is a system. So there are collection of things that serve as a foundation that you need all of them working together in order to be good in sales. So if you don't have all of these things working together, then your business growth is going to be limited, is going to be capped at a certain level. So sales is a system just like a car is a system, just like your standing fan in your house is a system. Your AC is a system.

Several things are needed for the thing to work together. Let's go back to the whole thing about your car. If the electrical system in your car is misbehaving, your car won't work well. If the fuel system in your car is not working correctly, the whole thing you know is not going to work well. It's like your body is a system. It is a problem with the lymph nodes in your in your body. There's a problem. It won't work well.

Circulatory system. If there's a problem with how the blood is running through your body, your body won't work well. Muscular system. If you're suffering from muscular atrophy, there's a problem. Your body won't work well. It's the same thing in sales. Sales is a system. There are different things that are foundational. Make sure you know what those things are and pay attention to them. Now, the different ways of breaking down what these systems are, but I choose to use a very.

I know some people say that I'm oversimplifying it. The reason why I'm oversimplifying it is I'm just trying to get people to understand because easy to understand means easy to do. So excuse me. So the first thing that is foundational to growing your sales, the first part of the system, as I like to preach it, is the one destination. Where are we heading? Where are we selling to? Who is the ideal customer? Who is the person that needs this thing the most?

Where is the most profitable place for me to spend my time? That is the beginning of any sales system. There are lots of you who are suffering in your sales today because you're wasting too much time with the wrong people. You wake up on Monday, Tuesday, Wednesday, putting out content on social media, going for meetings, going here, going there, attending trade shows. But you're spending time with people who don't have any realistic chance of buying what it is that you have, like you are wasting your time.

Sorry about the chicken in the background. I'm making today's recording at home. I forgot to mention that. And even though we're not supposed to have any pets in this estate, we have everything in this estate. We have dogs, we have chickens, we have goats, we have Peacocks. We have, I mean, we have, we have it all in this estate. So, so if I'm making the podcast recording and you hear a cow in the background, you know, don't be afraid.

I'm not in the farm. It's just that even though this is an estate that should not have any pets, we have it all. And I hear there's somebody who has a snake. I don't know if he's gist because I see it on the WhatsApp group. I don't know if he's just just gist like they're abusing somebody off his reel or the guy better keep his snake in his house because without issue encroach on my dormat, I will behead that snake straight whether it's poisonous or not.

Anyway, what was that? So destination, now a whole lot of us are struggling in sales because the destination is of who is our ideal customer. We do not know who is the most profitable customer. We do not know who are the people who usually enjoy our products or service, who need our products or service, Where can we find them? We don't know. For those of you who've been listening for a while, you remember the series that I did on real estate.

You say you're struggling in your real estate career and then I ask you one or two questions. You don't know the answer. Who are The Who are what are the class of people that typical that that typically buy real estate from you guys in your in your office, in your department, in your real estate firm? I don't know. If you don't know, then how can you start being profitable? How I don't want all those real estate people who call me on the radio.

So you know what? These are the conversations you need to have with your guy. You're running from pillar to post talking to all kinds of people and you don't know if you're talking to the right kind of people. Talk to your guy. Your guy's been doing this business for 25 years. Say Olga, when you started this business, what the kind of people that you're reaching out to what the people that buy from most, the most, the most satisfied people that we have,

you know, how do we get them? Where do they hang out? What kind of campaign do we do we use? Ask your guy all these things. We need to be clear on the destination. If not, we wake up every day and we'll be wasting our time running from pillar to post, creating content anyhow. Running advertisements, doing what? And we're missing the mark. We're not hitting the people who are going to buy from us. This is the first part of the foundation of your system.

Destination. Where are we heading? Where are we running to? You can't just wake up and be running around like a headless chicken. Have a goal. Who's our ICP? Who's the ideal customer? Who is the target audience? Who has? That's the main question. Don't be forming activity for activity's sake. It is where you know who you're aiming for, who you did pursue a hand. Now you can be forming activity up and down. Now you stand a chance.

So yes, it's an all simplification, oversimplification, but it's the beginning of the system destination Where, where are we going? Where you can't just wake up and go to motor park and you don't know where you're going. Know where you're going first. Well, you know where you're going. It is then you can decide should I drive? Should I service my car or should I go to motor park or should I rent? But the first question, where am I going?

Lots of us are suffering in our businesses because we haven't even got destination sorted out. So that's the first part of the system. Well, figure that one out. Who's their new customer? That's your homework. You need help? AI tools are in your pocket. Start chatting with Gemini. Start chatting with ChatGPT. Start chatting with Claude. You will be able to figure it out. They won't see how I put it. The work has to be done by you when you enter Claude or ChatGPT

or Google Gemini and you say. I'm a Nigerian real estate professional based in Abuja, Nigeria. We currently have duplex, 3 terrorists, semi detached duplex, blah blah blah available. Who are The Who could be the ideal customer audience for these kind of property developments? Let's say that's what you put as your prompt in Chargey BT it'll give you some suggestions, 5 or 6, some will make sense. Good. The ones that don't make sense,

ignore. For the ones that make sense, go ahead and then test it out. It is. Then you will know for sure. But anyway, let me know if I stress it #1 destination #2 unique value proposition. Unique value proposition just means why do people buy from you? The reason why that is also foundational is because if you know where people buy from you, you'll be able to use that well in your conversation. Like me. I know the reason why people do business with me.

That's the reason why there's some of you who reach out to me. And I can tell you that, look, you know what? People who work with me and will get the best results typically are concerned about this is this or have achieved this is this. And to be honest, because of that, I don't think I can serve you well. I can have that conversation, I say with the futures because I'm clear about what my unique value proposition is.

And the reason why I know is because I learned late anyway, as a wedding photographer, that you should be talking to your customers when you deliver something. I hope you liked it. I hope there's no problem. I hope it's working properly. Everybody likes it. Mumsy likes it. Oh, we thank God. And then you ask them for feedback. What was the best part about working with me? What could I have done better? Where do you think we need to improve?

By having all these conversations with people who are your current, your clients now or people who have worked with you in the past, you start getting a sense of, oh, these are the things I'm good at. These are the things I'm bad at. These are the things that people like the the best the most. These are the things that lead to to, to a very good CX. You know, customer experience, user experience, UX, as people like to say in the text place CX

and US customer experience, user experience. You can use those things powerfully in your sales process. That's why you can tell somebody of who chest that. Oh, Madam, I really don't think I can sort this out for you because of this. That, that, that. And then you refer her to somebody else. Madame will appreciate your honesty. She will. It's a funny thing, but it happens. You're straight with some people. And then the time comes, even though they do they didn't do business with you.

They send somebody your way. Is the weirdest thing when it happens to you. But it happens. Is be weird like this, Madame that we even do business. She's sending somebody my way. She has confidence in you. UVP, unique value proposition. You need to know why do people do business with me? You're not going to know until you start asking people. Don't worry if you've been doing business three to five years, you've never asked anybody.

You know, to be honest, I was the same way as a wedding photographer. I was just doing my thing. I was just, I just the continue, but I never asked. And the first time I asked somebody, the answer she gave me, I didn't even know what to do with it. My best customer in Abuja at the time, I asked her, she said I don't know, I just like you. That's what she told me. I was confused. I said what am I supposed to do with that information?

I just like you. But I kept on asking and eventually I found I got concrete answers that I could use as part of my sales process. So #1 destination, who are we chasing? Who's their deal customer #2 UVP, Why do people do business with me? Iron that down. Need to know it will enrich your sales process then #3 I've been saying process, process, process. In other words, sales is a repeatable process. It's not something that lives in your head.

Document it, write it down, put it on your phone, put it in a book, put it in the diary, put it in an audio note, put it in a whatever it is. You, you, you like Bashah, get it out of your brain and put it down so that you can teach your spouse to help sell for you, teach your kids to help sell for you. When you can hire salespeople, you will teach them to sell for you. And that's why during that time we're talking about real estate.

That's the reason why I was coding real estate professionals, orgasm of real estate firms, you people that own real estate firms in Abuja and in Lagos, everything is in your head. You're putting nothing down and that's the reason why your salespeople are struggling. Did you put it down on a sheet of paper that this is the ideal customer, This is the ideal client. When we meet them, this is how we start the conversation.

When we're having conversations with them, these are the issues we discussed. As we're discussing these issues, this is how we build a relationship. When there's any K leg and there's a comma or there's a problem, this is how we resolve the problem. When we want to close the deal, this is how we'll close the deal. Did you put this thing down in writing and tell your people are you're angry now that your sales, your salespeople are not bringing, they're not hitting quota.

Excuse me, how will they hit quota? Everything is on your head. You're not sharing the knowledge. Sales is a repeatable process. Document it, put it down, share it with your team, share with your stakeholders. This is how we get sales to improve. Write it down. Document nothing. This thing should be objective outside of you, somebody should be able to refer to it. That's another foundation in your sales system. Hope. For those of you who have never heard this before, I hope you're beginning to see some of the reasons why your business is struggling in sales.

You wonder what is wrong with these people. It's just selling now. Why can't they do it? Because you, Olga, owner of the company, Madam, Madam CEO, chief, founder, whatever. You didn't realize that sales is the system. You thought it's a gift and that the gift is unique to you. And yeah, some people have gifts but shall write it down and then start training your sales associates on it. You'll be surprised at the results.

You'll be surprised that the person you talk was useless before. Actually is even better than you when it comes to selling. Once there is a plan written on paper that somebody can see and follow, sales is a system. It's a repeatable process. Document it, put it down. Then another thing that I'd like to stress as part of the foundation for a good sales system is a CRMCRM is a. I was OK, sorry forgive me skip my head. CRM customer relationship management, Customer relationship management tool or client relationship management tool anyone you want to call it or join amount?

Opinion is not the name that is important, it's not the name of the thing, it's what you do with the thing. Now, CRM is that tool that helps you to keep track which customers am I currently talking to? Which customers should I be talking to? Of the customers that I'm currently talking to, what is the stage of the relationship? What are the things that we have discussed? What am I supposed to do for this customer or this client?

What is this client supposed to do for me in return? It helps us to pace. It helps us to keep track. That's why they called, they call it relationship management tools. It helps us to manage the relationship, to stay on course. If we don't have a CRM or we're not using a CRM, this is what will happen. You will talk to a potential customer, Missus Ogadingby on Monday. Missus will say, OK, this makes sense. I'm traveling to the village right now.

I'll be back December 14th, call me December 14th, you say OK, no problem Ma. If you do not have a CRM, if you do not use the CRM, this is what will happen. You will forget to call Madam or getting me back on December 14th. You remember on December 28th, you will call her. First of all, to start with Merry Christmas before you can lean into the hole whatever. And when she picks up the phone, she'll say who is this? And your heart will sink and be wondering is not this one I had a good conversation with.

She has forgotten you. She said call me December 14th. You forgot you're calling her two weeks later and you're surprised that she's saying hello? Who is this? If you had the CRM and she said I'm travelling, I'm coming back December 14th, you would have been able to use your common sense to set a reminder so that you can call her around the 7th or the 8th to say hi. Madam Mogadenbee. Now, how was your journey? If she says who is this at that stage you say oh, my name is me.

Now we discussed this also. So Oh my son, how are you? Yes, the journey was well, everybody in the village is well, hope everything is going on well, the project is going on. Oh yes, yeah, my son, everything is going on well and blah, blah, blah, blah, blah. So you're still coming back on the 14th. I mean, yes, I am no problem man. So she better can call you like around that kind 1213 just to remind you it's OK, my son is OK

End conversation simple. Be able to do that because you have a CRM, you have a customer relationship management tool, a client relationship management tool. There's something that prompted you to go like, you know, this is the next thing to do. You set a reminder, you schedule appointments, you schedule activities that you're supposed to do. So you talk to her December 1st, December 7th, 8th. You make that kind of call like you promised that you call her around 12th, 13th to confirm the meeting for 14th.

You set the reminder in your CRM tool. You now make that call. The meeting on the 14th actually ends up happening. Can you see how you're closing the deal? Small, small, small, small. Too many of you are trying to close businesses. You don't have a CRM. You don't know of the philosophy of a CRM. You're not using anything close, like close to the CRM. See, I even tell people you don't even need to have a CRM. Just know that this philosophy is important so that even if you just Google Calendar on your phone that you're using.

Stay on track, stay on the ball. That's what we call advancements in sales. Advancements just means you're closing business by securing things one small step at a time. Stay on goal, stay on the process. You need a CRM. Too many of you are trying to grow your businesses and your freestyling. You can't remember by freestyling. You can't in the beginning you can freestyle because there's only one or two clients. By the time business is moving,

God don't bless you and you have like 1215 clients. How will you remember who you spoke to last? How will you remember? I mentioned on the podcast how before I started taking some of these things seriously, there are two babes I was talking to. Excuse me? As a wedding photographer now you know how your people can have excuse me, they can help you author names, you know what I mean now like the same name, you know if you don't believe me like 1 checking thing search search die or a DDG for instance, you see like 15 die or a DDG.

So yeah that happens when it comes to Yoruba people. Europe people know vex my sister-in-law is Yoruba so I like to abuse Yoruba people. So that's what gives me the the the right to abuse the people because you are my in laws. So I can abuse you when in law abusing laws not a problem. So you don't believe me Go and check. Go and check. Just search LinkedIn now dial ad DG. You see like 100 dial adapted to you see like 200 cami ad DG go and search UC50.

So you are people now have pure author names like that. So that's how I was talking to two cammies. Same first name, same surname, different word indeed. Because I was running things from my brain, running things from memory. That's how I I crossed the information in my head and in an embarrassing way, I was talking to 1 chemi. And then it became clear that I did not even know who I was talking to, which of the chemi I'm talking to.

Because as I'm talking to this chemi, the details I'm dropping is for another chemi. Very embarrassing. Luckily it happened to me early and I. Realized that Tavi Shuma, you need a system. It has to be a way of tracking all these sorts of things. If you're talking to five chemi adequate to, you need to know which chemi adequate to you're talking to. If you have 20 clients, you. Need a place where all their details are there Details.

Of the person's project details of. When you started off with this person, details of the history will be work issue who I've had in the past details of their likes of their dislikes some. Of you want to know how to build relationships with customers. Like some of you who reach out to me, you are impressed that I remember the names of your spouses or your kids. It's not because I have a good memory. It's because I I have a system for tracking these things.

That's why I write it down. So if you reach out to me, you have a. Conversation later on, I. Say, oh, what's up? How is Kingsley doing? You should be like, yes, there's one by now. I say, oh, thank you very much for remembering. And you think I have a big brain. I do not have a big brain. I just wrote it down somewhere. Anyway, so in my own opinion. CRM you know next foundational element of having a sales system. So depending on who you ask,

people who say different things, what you can see that if you think of sales as a system and you're paying attention to these things, destination, who are we chasing? Unique value proposition, Why do people do business with me? Repeatable process. We've figured out the process, we've written it down, we've trained the rest of the team and then CRM. We're able to track all the conversations that we're having with potential customers and past clients.

And you know, every, every. Once you have these things in place, you'll see as your business is beginning to grow, Small, small. But the final word, expectations. You know, because I'm a enthusiastic, bubbly chap, sometimes I give the impression that if you fix these things, your business will blow overnight. I'm sorry for giving the wrong impression, but that's not how it works. These things take time. So building the system, applying all these things, yes, we'll start seeing some nice, nice business growth in like, you know, 2-3 months.

Unfortunately, there is nothing that you do overnight that will double or triple your business. Nothing. If nothing exists. And somebody has taught you, then please, I want you to call me and tell me so that I can stop making this podcast and I can apply that thing so that my own business will triple overnight and it's only for me to podcast anymore. So that thing doesn't exist. But just in case it exists, I bet call me cut soap for your boy so that me too.

I can, you know I can move to. The promised land overnight. Well, so that's it. And that's all for today. Well, summary for those of you who keep reaching out to say my Spotify Wrapped is in. You've been a significant part of my journey. Thank you very much for the podcast. I really appreciate the love from you guys. I really, really appreciate the love. I really appreciate the encouragement. Thank you for letting me be a part of your journey in 2025.

I'm looking forward to being a part of your journey in 2026. If you're listening to this podcast episode in 2042, I hope I'm still podcasting then. I hope I'm still alive, you know, God willing. So if you're listening to this in 2042 and I was a significant part of your journey in 2041, you have no problem. I'm still telling you thank you as well. And I'm looking forward to being a part of your journey again in 20432043.

Will I be a grandfather by then? 2043? Yeah, I think. I should be a grandfather. By then, now Abby is 20252043 is how many years now? But then I should be a grandfather, God willing. Yeah. OK. Then I won't be podcasting almost every day because then I'll be a grandpa. So I'll be running up and down my grandkids. Maybe by 2043 I'll only be podcasting like once a week. Yeah. Good things. Good things to look forward to. All right, anyway, let me have this podcast now.

So thank you very much guys for listening. Remember, if you'd love to be in touch and call, send me a text message or a WhatsApp message on 08064662140. Thank you very much for your time and attention. I'll catch you all some other time.