Sell the Outcome, Not the Specs: A Nigerian Business Guide

Today on the podcast, we're going to continue our conversations with the Tech bro series. And the question we're going to be looking at is whether you have to sell the outcome of what your organization is going to be. So Oh yeah, before I continue, I'm making today's recording out and about. I'm in the parking lot, so expect to hear cars in the background and people having conversations, you know, stuff like that. So usual interruptions.

So yeah, so conversations with the tech bro, This is me running commentary on a live event that happened in Lagos sometime next, sorry, last year, I presume, where somebody who is big in the tech space, the guy is a successful tech founder who also invests in businesses in Nigeria. And the guy took the podium, The guy took the stage to let people know that if you're starting your startup, you're coming into the tech space, these are the kinds of things that you have to expect, like you have to deal with when it comes to sales and to marketing.

So I'm running commentary essentially on what this guy has said just to revisit some of the things that he got correct and give a proper perspective where he said things that were not entirely legit when it comes to sales and marketing. Although so far we've seen that he said lots of helpful stuff. And I've been able to expand upon why these things are useful and also to give you the practical next steps of what to do because it's normal that are these sorts of events.

Somebody would stand up and say, oh, to sell, you have to be trustworthy and then they just move on. But they didn't exactly tell you how can you be trustworthy in your own business in this particular context, how you're going to build trust, you know, things like that. So if you remember correctly, yesterday's episode was just me fleshing out a couple of things that you got correct. And one thing that he said during the event, which is kind of true, which is what we're going to look at today, is he said you have to sell the outcome of what your organization is going to be.

And it's something that I can endorse because lots of people run around trying to sell based on features. Oh, sorry, this is your first time listening to the podcast. My name is Tavishima Ayede, I'm the host of the podcast. If you would love to connect with me because you like these sorts of issues, you have, questions, comments, queries, then you can call, send me a text message or a WhatsApp message on 08064662140. I'm also on LinkedIn.

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So like I said, he he has mentioned something that I can agree with. He says you have to sell the outcome of your organization. So the outcome of what you organize, the outcome of what your organization is going to be. And yeah, I can get behind that. One of the reasons why we can say yes, he's correct is because lots of people do feature based selling. So somebody walks up to you and say check out this phone, the Samsung V Fold.

It is 20/20/2025. In fact, this one is 2026 model. They never release some. Check it, see the way The thing is folding, see AMOLED screen, see the way you touch it, see the casing, See 256 gigabytes. See this. See, you know, that's how most people sell. Feature, feature, feature, feature, feature. But they forget that people don't buy features, people buy outcomes. So for people like me who are looking at the Tesla cyber truck, we're not really buying it because of the feature per SE.

It's because, you know, it's a cyber truck. If you buy that kind of car, you know, you don't arrive. You understand it's not easy to pull a whip that can that cost anything between, you know, 230 million. Although the one I want to buy when I have the money, you know, I saw it at Circuit Motor. He has it at 430 million naira, by the way. I don't have that kind of money yet. So when you get in touch with me, don't come and ask me for money.

But I'm glad that the people who usually ask me for financial assistance, you know, those people have stopped. So I think you've gotten the message. So when somebody's buying Cybertruck is not because, you know, no BC because of future, future like it's electric cars E VS for forget that thing, especially in Niger. I think people who are buying these cars now it's, it's a flex is a big flex. I think that's, I think that's it.

Anyway, where was I in the bottom line? What I'm just trying to say is people don't buy features, people buy results. So a woman comes and says make me a peplum dress you as a fashion designer. You're thinking that woman is buying peplum. She's not buying peplum, she is buying a result. There's a certain way that peplum makes her feel, a certain way that peplum makes her look. There's a certain way that Peplum helps her to accentuate her curves or whatever.

So people don't buy features, people buy outcomes. So I'll give you an example here. Whether you sell cars, whether you're in the fashion space or whether you're in the tech space, you need to learn to speak to outcomes. You need to learn to speak to results when you're talking to people, when you're talking to potential customers, potential clients, because that is what people buy. Now there are some people who yes, they come and they ask for features, but if you ask some small questions, you will now realize the reason behind their fixation on features.

For instance, back when I was a wedding photographer, I spoke to a potential by bride and groom. I didn't end up getting the deal and that was because the guy was so keen on the Nikon camera on Nikon, as we say in this part of the world, he was keen on Nikon D something, something. Was it the D 3100 or something? By the way, this was a very long time ago. So, you know, technology don't progress like things have moved on.

So just know that this was the camera that was raining at the time and the guy won't stop going on about this Nikon no D3100. So I had to be upfront that look dude, I appreciate that this camera is the correct camera, but to be honest, I'm a Sony shooter and what I have is I have the Sony alpha, I have the A200, I have the A77 and I have the A77 Mark 2. And to be honest, the features that you're looking for are available in these cameras.

But I'm just curious, Sha, like why, why does it have to be the Nikon D3130100? And I listened and the guy was going on and on and on and on and on. And at the end of the day, I think the guy just wanted the he just wanted the the feels like the bragging rights that the person that covered his wedding covered it with the latest Nikon D30100, you know, And then of course, for me anyway, lots of people say that I'm being silly because this is Niger.

But for me at that kind of situation, This is why I tell the person, OK, well, you know what? I'm a Sony shooter. I've shopped with, I've shopped with Sony for a very long time. And if you know what, I'm a cool with my aesthetics, then yeah, we can go ahead. But it if it absolutely has to be the Nikon D 3100, then I'm sorry, I can't sort you out because if I just go and get that camera now because I want to win your business, I go and rent that camera on your wedding day.

I go to fumble because you know, it's a different layout, it's different. This is a different that. So I'm just being upfront with you. So you know, you and Madame, you guys need to have a chat and let me know. And then we didn't go ahead because he wanted it to be somebody who is shooting with a Nikon D30100. So what you can see that in that case it was not really the feature per SE, it was all this extra stuff, you know, the latest, the newest, the megapixel count, the whatever.

You know, it's just the bragging, bragging rights. So even when people come up to you and they're talking about features, features, features, features, if you ask some kind small questions, you realize that there is still some outcome that they are trying to pursue. So let us learn to talk in terms of outcomes and not in terms of features. By the way, you know, have a debate amongst yourselves, what do you think? Was I right or was I not right?

Because photographers used to play that, you know, kind of game a lot. If you're talking to somebody and the person like this kind of camera and no problem on the wedding day, you'll show up and then you do some small demo with the camera. So the person will feel like, ah, correct, you're using the camera. Then as the wedding day goes on, you just put the camera down and shoot with what you know, you're used to. So some people used to play those kind of tricks on clients,

but for me, I didn't like playing those kind of whatever. So although some people said I was just being silly, like look, now the camera, the guy wants rent it now don't be 30 K, rent it for 30K and then add it on top, you know. So yeah, you guys have a debate. Let me know what you think. So in a sense, the tech bro who said you have to be able to sell the outcome of what your organization is going to be. Yeah, in a sense that is true.

So we sell outcomes and we sell results of what your products or what your service is going to do for the person who you are talking to. So yes, however, if what the guy means when he said sell the outcome of what your organization is going to be, if what tech bro meant was what he meant was that you have to sell the outcome of the, the, how will I put it, the business that you're building, you're trying to sell that.

Look, this business, where will they build this app? Where will they build like the, you know, this is where we're running to, this is where we're building this, we're building Africa's Unicorn, we're building this, we're building that, that, that, that, that then, well, maybe it might help or it might not help if you're talking to potential customers or clients. However, if you're talking to potential investors or stakeholders, OK, yes.

Then talking about that grand vision, yeah, it might help because there are some people who don't want to put money down or something that is, you know, like the the returns will not be won't be sweet. We don't want to drop money for Unicorn. Like this is going to be big. We're going to list on New York Stock Exchange. We're going to list on the what's it called? This regional stock market in Kenya. What's that thing called?

I can't remember Shah, but you know, we list everywhere. You know, London, we go list New York, we go list Kenya, we go list South Africa, we go list publicly traded company Africa's Unicorn. This, that, that, that, that, that, that. So some people want to be a part of all that. So in that sense, you're talking to investors and stakeholders, let them know that this business where we they build is where we're heading. This app where we design is where we're heading.

So like that. But either way, when it comes to getting customers or comes to getting investors on board, we have to speak in terms of results. We have to speak in terms of outcomes so that we can get customers and so we can get investors on board. So don't talk about the features. Too many of you talk about features. I see everyday on LinkedIn people who say Web 3 technology, something AI integration, blah blah blah. You know, XYZHTML something something software architecture overlay, like relax, it's overkill.

Most of the people who are going to buy your, you know, subscribe to your app or whatever don't understand these terms and probably do not need to know. If you're talking to a technical audience, then yes, going to all that detail. But you know, to be honest, saying web 3 based something, something, something, you're just losing a lot of people. And for the fun of it, I keep on asking people who when we have these conversations, I say, OK,

what is web 2? What is web three? They can't really tell me the difference or they can't tell the difference in a way that has any meaningful impact to me, who might be the user of this thing. So stop talking about features. I mean, stop, especially the AI thing, you know, AI integrated, you know, like anyway, just talk in terms of results, if you use this app, if you use this product, if you use this service, what is it that you are going to enjoy?

What is the outcome that you are going to get? Oh, by the way, if you're talking to fundra investors and maybe mentioned AI because I've noticed or rather I've heard because you know, I'm not in that space that now people are throwing money into anything that is AI related. So maybe say and we get AI now this is how we integrate AI. Maybe that might help you to raise some funds. So talk in terms of outcomes, talk in terms of results.

So if you sell cars, you tell the person that look, if you buy this car or any other car from me, you will not smell mechanic for the first year that you use this car. I'm telling you, how do you write people? How do you say it? It means or bear, I mean a minimal. So bear. I mean, how do you say it? It is me that is saying it. Buy this car one year, you will not smell mechanic, I am telling you, between God and man, you know, touch the car, this car,

you're speaking in terms of outcomes, in terms of results. If you sell insurance, you tell the person that Madam, with this plan, your children should be able to get XYZ amounts in the unfortunate event that you pass away before so, so, so and so age, then God forbid we're praying for long life. But if anything happens, Madam, these are children. This is how much my company is guaranteeing this is what they will receive.

Now speaking in terms of outcomes and speaking in terms of results. If you sell skin care, you tell the person that look, Madam, if you try this upv 56 this upv something something this pineapple Coco share buttercream something, something you will not break out again in Hamilton. I'm the one who is telling you, ma, we've done skin analysis. We've done recommendation. We've done every every This is my field. I'm telling you, Mommy, if you buy this cream, this hammer tongue, you won't see one single pimple on your face.

You're speaking in terms of outcomes. You're speaking in terms of results. By the way, can you see now why product market knowledge is essential when it comes to selling? Because if you do not know your stuff and if you how I put it, if you do not know your stuff, you do not know enough of the product or the service to guarantee some kind of results, you will see how your mouth will be shaking and you know you won't have the integrity, you won't have the courage to come out and speak boldly on some things.

So for the car, it is only somebody who knows about cars, who know where these things are imported from, who trust his crew, who has, you know, what's it called, refurbished the car and everything. That is the only kind of person that can say, look, buy this car one year, you will smell cell mechanic because the guy is a subject matter expert. He knows my cars have been imported from so, so, so and so. This is my crew.

All of them have experience, They've worked on this car. If they say this car is good to go, this car is good to go. The same thing with insurance, Excuse me, You can only say it with a full chest. If you are an insurance expert, that for these kinds of contracts, for these kinds of premium, for this kind of claim, for this kind of this, for this kind of that you can say with your futures that look, Madam, I am the one that is saying it.

If anything that should happen, This is how much your children will get. The same thing with the skin care. If you're dosing the skin care again because you've heard that it's a nice easy way for people to make money, but you don't know your stuff. You don't know about the different formulas, you don't know about the different skin types, you don't know about the different use case scenarios. Where should people use purple cream?

Where should people use tomato cream? Where should people use pineapple cream? You don't know. You won't be able to say with your full chest that Madam, buy this thing and your skin will not break out again in Hamatan. That anybody that will see you in this Hamatan will see you with smooth, soft baby skin. So This is why Brian Trace is correct when he said subject matter expertise is the beginning. So you gas to know your stuff.

So you can talk in terms of outcomes, you can talk in terms of results and you can say it with your full chest and like you're what people say. You say a minimal sorbet, Amy, Amy sorbet. I'll be how do they see it, Namitoka? And you say with your full chest, so how do you know what kind of outcomes you need to emphasize? Whether you sell cars, whether you sell insurance, whether you sell skin care, whether you're coming up with a payment processing platform, whether you're coming up with a with an app?

How do you know which kind of outcomes that you need to emphasize? Very simple. For those of you who've been listening to the podcast in the last week, you already know what I'm going to say. You're probably tired of hearing me saying it. This is where understanding value comes in play. Understanding value is a skill where you're able to stay front and center, face to face with somebody. I'm looking at you in the eye,

you're looking at me, or I'm calling you on the phone, you know, ear to ear. Any which way you're able to ask questions of the person to figure out what do they want? What do they need? What do they like? What is their vision? Where are they heading to? That is understanding value. What does this person find valuable? Some people call this need analysis. You're trying to figure out what their actual need is. If you talk to sales trainers,

especially more traditionally minded ones like me, this is where we talk about qualification and discovery, asking questions about the person, asking questions about the problem. But either way, if you sell cars, understanding value, you will now be trying to figure out this person. Is he a Benz person? Is he a Toyota person? Is he a Jaguar person? Is he a whatever? What does he like about this kind of car? Where is he coming from?

What is his background? Did he come from the kind of family where they don't buy certain cars? Like I remember when I was younger, I was talking about Honda Accord. My father looked at me and said, wow, you touch Honda Accord. I said it's a good car. And my father said, are you how Sir? I said, no, Sir. He said good. And then we continue driving. And you know, he made an impression. Sorry for, you know, those of you, you know, Nigerians who are listening, you know, I know he sounds somehow but you know,

just is what it is. You know, there's only certain kinds of people who drive certain kinds of cars. And then there's one time when I was a young boy, I was talking about Volvo, that I like the Volvo. This that, that, that that my auntie say, are you able? I said no, auntie. And then that's how that conversation died down. So anyway, you see understanding value, who are you talking to? What do they like? Where are they coming from?

It is only when you talk to people and ask them all these relevant questions that then you can ask talking into start talking in terms of outcomes and results that will match exactly what it is that they care about. The same thing with insurance or the same thing with skin care. You know who is this woman? What is her pomade history? What kind of pomade was she using before? What kind of cream was she using before? What kind of soap was she using before?

What is her skin type now? Did pregnancy affect her skin type Any which way? Does her skin routine change from dry season to rainy season? What is she trying to achieve? Is she trying to look yellow so that her future is bright? Or does she want to be like me, dark and lovely, You know, those of us where our middle name is Melanin, Is she trying to be like one of us? Ask all these questions, need analysis, understand value,

qualification and discovery. So it is only when you have these sorts of conversations that you'll be able to know what kind of outcome, what kind of result this person is looking for, this person is aiming for, and then you will be able to speak. In terms of outcomes and results. So if it's your first time listening to the podcast, there's no need for me making another 45 minute episodes. All you have to do is when you finish this one, just quickly load up yesterday's episode,

listen the day before, listen the last one week. I've said a lot about understanding value, need analysis, qualification and discovery and these sorts of skills that you have to become good at so that you can sell better. Oh, by the way, in case I didn't mention it, I'm sure if I'm, I'm sure I didn't mention it. Some of you hear these things and some of you become afraid. You say, hey, hey, wow, this thing is complex.

Relax. In the beginning, it always sounds complex because you are new to the thing. All right? You're new to the thing. That's why it sounds complex. But it is a learnable skill. It is a learnable skill. Most things when it comes to sales and marketing are learnable skills. In the beginning, it will sound big. The more you continue to listen, the more you continue to apply, the more you continue to practice, you won't seem like it's a big deal.

Take for instance me in my football career. My football career was terminated tragically when I was in primary school because my coach, he said you should come and try for school team because I have some skills. So I went on the pitch now be feeling like a bad guy, like Tava Shimmer is going to make school team. But then the coach, the the ball that he brought was because we used to play with the we used to call it fellowly back in the day, very soft ball, very, very soft.

He now brought what's this thing? What would I call it now regulation. The guy now brought FIFA regulation ball. I held this thing. This thing was heavy. I said I bounce it on the floor. The thing bounce beam sounded like cement. I said hi, which kind of ball is this anyway? Sha, we continue to play then that's how one guy, Ali, Ali was our best player. The guy was a doggo, as in tall, tall like a tree as how Ali took one short bomb.

The thing was heading close to the to the goal posts. I mean, I feel like a bad guy. I gave head. I used my head beam or more. He felt like somebody dropped a bag of cement on my head. I fell on the floor. See blood on my nose, See blood, blood just they pour everywhere. Absolute gosha. So my coach has to go and sit down. I went to the top to go and wash my face because then I was in Osama Primary School. So we had a tap at the back of the classroom and where the football pitch was.

I watched my face and then I told my son, I said, Tavishima, I love football. But you know what? My career, my football career is over. I'm not a footballer. If this is what we're going to be playing with ball that is like concrete. They sent out FIFA regulation. I said I'm out. I told the coach, the coach, I will see you later. And that's how my football career ended. So anyway, but before I ended my football career, at least I

learned how to do leg over. You dribble, you do leg over, move to the left, somebody jumps to the left, you now continue to the right, you now go and score goal. You understand? So the point I'm trying to make is this, just like football, It was also the same in sales. Not learnable skills. Were they involved? So a certain amount of talent, yes, but there are also learnable skills that are involved. If you stay long enough, you'll be able to do it eventually.

So I terminated my football career early, so I only know how to do the leg over. That's all that thing that the coach I used to do where you're running, then you run in front of the ball, you use your leg and then just flip it. You will now throw the ball from the back, over your head, over the defender. I never learned that, so to today still looks like magic, but it's a learnable skill. If I had stayed just because I

saw small blood on my face, I now killed my football career. If I had stayed, I would have known not only leg over, I'd have learnt that. Now flipping something, I would have learnt bicycle kick, I would have learnt scorpion kick. You know all those moves that we used to see back in the days. Now you know, Rashidi Yakini, George Campus, George Campus, I have was a guy that used to do scorpion kick and all those things that used to fascinate us back then.

And then Pele with his all those shots that he used to take, very, very clinical. So if I had stayed, excuse me, if I had stayed, I would have learned them because they are learnable skills. So don't hear all the things that I'm saying. And then with the beginning fear, it's OK, it's a learnable skill. So keep listening, keep trying, keep applying, and you'll be all right. So that's all for today. Thank you very much for listening.

And remember, if you'd love to connect with me, you can call, send me a text message or send me a WhatsApp message on 08064662140. So thanks for your time and attention. I'll catch you all some other time.