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Hello and welcome to the show. Before we begin, the usual shout outs and today I'm going to be shouting out Temitayo Ogumola, who is someone who reached out to me on LinkedIn. He's not a habitual listener of the show. He listened to I think yesterday's episode, the one where I mentioned the lady who gave me some props and said I sounded like woozy. So he's listened to that episode and a few others. So shout out to TE Mitao Ogun Mola, Thank you very much for listening to the show, even though you're not a habitual listener.
He's an IT sales specialist. I can't remember which city in Nigeria he's based out of. And one of the reasons why he doesn't listen habitually is because he's not on Spotify. And so I figured I'll let you guys know that if any of you who happen to be crossing, sorry, coming across this as a random episode, just to let you guys know that excuse me, that I'm available on other platforms as well. So while Google Podcasts was a thing, I was there.
Now that Google Podcast is no more, I don't know if the episodes have been migrated to something else. I'm also available on iTunes. I'm available on overcasts, available on Pocket Casts, available on listen notes. I haven't confirmed if I'm on Amazon Music yet. I can't remember if I did that years ago, but summaries. I'm available across whatever platform it is that you like to listen to podcasts. So if you've come across this podcast episode, this is your first one and you're listening to it on the web browser, fret not.
You can just use my details, use the name of the show, or use my name personally to search in your podcast player and you're going to find the show and then you can subscribe and listen and follow them. However, if you have come across this podcast and you'll listen to it listening on a web link and you've checked your favorite podcast player and I'm not there, then excuse me, then reach out to me at the end of the show.
I always give my contact details. Yeah, let me know, let me know which podcast player, which podcast catcher or whatever it's called that you're trying to listen on and I'll see how I can sort that out to make sure that I am available there. So thank you to Temitayo Ogumola and others who have just recently discovered the show. So we're going to continue from where we left off yesterday, which is on how to increase your sales conversion rate.
And I think yesterday we looked at how we ought to nail down our ICP ideal customer, ideal customer profile. Basically yesterday the idea that I was trying to pass across was this. If you want to increase your sales conversion rate, you have to be absolutely clear on who it is that you are trying to go after in the 1st place. Because if you're going after the right person, then we can rest assured that the likelihood of them taking the next step and ultimately becoming a customer is going to be high.
And the the converse of that is that if we're going after the wrong kind of person, then the chances of them taking the next step of becoming a customer is low. So we have to start off this thing by making sure that we're running after the first people. Sorry, not the first people, the the best people, the right people in the first place. Now the second step that I would like us to look at when it comes to increasing your sales conversion rate.
Oh, by the way, this is your first time listening to the show. You ought to skip back two episodes. Listen to yesterday's episode, then listen to the episode that came before where I defined what a conversion is in the 1st place and how it ought to get you thinking right when we're talking about complex sales, about how to close the sale. So if you listen to those two episodes, then some of the stuff that you're listening to over here will make more sense.
So today we're going to look at how to craft the compelling offer. Craft a compelling offer to increase your sales conversion rate because you might be talking to the right person who wants what you have, who needs what you have, who can afford what you can have. But if you're not able to communicate things in a very clear, succinct matter, in a compelling matter, then there's very little reason why the person might want to take you up on your offer.
So when we talk about compelling offers, a lot of the time when people say compelling offer, they'll be talking about the value proposition or the USP of your product or your service. Value proposition just means, I'll like put it, OK, let's just say value means benefit. So value proposition in other words, would be the benefit proposition. So you're trying to tell this person that, look, this is the benefit of going with me versus going with my competition.
Then USP unique selling points or unique, I can't remember the other meaning, but it's close. But USB, let's just take it to be unique selling points. That's the one that Nigerians like to use. So unique selling point. On the other hand, the USB is going to be that reason for going ahead with you that other people do not offer. So your unique selling proposition, let's say you are in the technology space, you have a fancy app, the unique,
OK, you know what, I can't think of anything. But let me just put it this way. The difference between Facebook and LinkedIn versus other social networks, the USP for LinkedIn is that that is the place where people hang out for business and career development. So the USP for LinkedIn is go ahead, join LinkedIn because if you're worried about increasing your sales, if you're worried about building a brand, if you're worried about building for leadership, if you're worried about growing in your career, if you're worried about,
you know, you get the whole gist, then be on LinkedIn. So that's an example of Ausb. LinkedIn does something that other people do not do and that is one of the reasons why LinkedIn has been able to grow its revenues because they say for business and career growth be on LinkedIn. And that's the reason why LinkedIn has very expensive advertising rates if you want to advertise over on LinkedIn. But it's something that they can justify because they say, look,
when people are on Instagram, they are there because they want to flex or they want to be entertained. If people are on Tiktok, they're looking for entertainment or what's trending, but the audience that you're going to find on LinkedIn, they are primed and they are ready for your product or service because they're here, they're in a career mindset or they're in the business mindset. So in crafting compelling offer, you need to be able to say, this is something that I do that other people do not do.
So those are two ideas you should be playing around with when you're thinking about crafting or compelling offer. You should be thinking value proposition or the benefit proposition. What's the benefit to that guy or to that girl who's coming across this message? How can my product or my service help? Then there's USP. What is it that I do that other people in my space, in my industry do not do with their product or their service?
So those are some things that you can inject in your compelling offer. Now, the last time that I spoke about value propositions on the podcast, if I remember correctly, I tried to introduce you guys to a very simple heuristic and that's by Victor Antonio, Latin American sales trainer, Courier guy. You should listen to the podcast if you can. One benefit of listening to Victor Antonio's podcast over mine is that Victor Antonio, in the years that I've been listening to his podcast, Victor Antonio's podcasts rarely go above 10 minutes.
So if you're tired of my episodes where I go for 20 minutes, thirty minutes, I have done 145 minute episode one or two 45 minute episodes. I haven't done one hour yet. If you're tired of that and you want something short, short, short, sharp, sharp, sharp, then Victor Antonio is a guy. But just bear in mind that of course he's Latin American. He's talking about much more complex sales environment. So he's not typically talking about SM ES.
But anyway, good podcast. I recommend the guy. He's a correct guy. OK, yeah. So the simple heuristic that he has the simple framework or framework of mind for thinking about values. He calls them the three FS. And by the way, it's really funny because neither of the three are FS, so he says the first one is physical, the second one is financial, and then the third one is psychological. Again, his three FS so humorously cold because neither of them are FS.
Physical next financial, and then after that, psychological. So when you're trying to communicate benefits, you're trying to tell the people that look, buy my product or buy my service. Because if you take my product or my service, you will get this physical change. You look better, you'll be more handsome, your skin will be clean, you will have BBL figure what else? You will grow taller, your wife will find you more attractive.
You will gain 3 inches. You know, whatever it is that's physical, then financial buy my product, buy my service. Because if you do this, you're going to make X amount of money, you will triple your revenue, you will save costs. What else? You know all the other financial benefits then the psychological benefits. Buy my product, buy my service. Because if you buy this, you will feel better. You feel at ease, you feel happier, you feel smarter, you will be in tune with the universe, you know, blah, blah,
blah. So for Victor Antonio, he says whenever we're trying to communicate benefits, that is how we should be thinking in the three FS. And again, this is tongue in cheek because none of them are FS. So we should be trying to communicate the physical benefits of going with our product or service, the financial benefit of going with our product or service, all the psychological benefits of going with our products or ServiceNow.
Of course, this is where yesterday's episode is important. We have to know our audience. We need to know who they are before we can even craft a compelling order. Before you can tell someone this is how it will benefit you, you have to know who it is that you're talking to in the 1st place. So knowing your audience, the demographics and the psychographics, really important. Demographics are just those things that they teach us in, we were taught in Nigeria and primary school, in social studies, age, occupation,
location, sex, what else, all those sorts of things. So demographics, who is your ideal audience, the ideal person that you want to be chasing? Are they male or female? How many percent male? How many percent female? Are they tall or short? Do they live in Lagos or Elloring or do they live in Ghana or Canada? What are their jobs? You know, on and on. So all that stuff. Then the psychographic information is just around people's hobbies, people's interests, you know, things like that.
We need to know all these sorts of things before we can tell them that this is what who we are, this is what we do, and this is how we uniquely benefit you. We need to know that before we can craft our compelling offer. So of course, I hope you guys have been able to tease so far that when we're talking about crafting a compelling offer, we should be talking in terms of benefits and not just features. So features are the things that your product or your service does.
The benefits are the results that your customer is going to enjoy. So what can I think of? OK, let me say 4 wheel, 4 wheel drive. So 4 wheel drive, that is a feature of a car. So you can keep on saying that your car is 4 wheel drive, 4 wheel drive, 4 wheel drive. Now there are some people who are very educated about car things like my brother, he's a car guy. I'm not. Well, of course I know a four wheel drive is, but there are some people who have absolutely no idea who a four wheel drive is.
Like my wife doesn't know and my son doesn't know. OK, well of course he's young, but my wife doesn't know. So if you keep saying 4 wheel drive, 4 wheel drive and you're talking to someone like my wife, you've lost her. But if you say Madame this Jeep, blah, blah, blah, 4 wheel drive. And the benefit of that is you will never get stuck again in the mud when you're travelling home for the next wedding in your family. I mean, that my wife can relate to, OK, maybe she can't because she's from she's Isha.
And in that part of the, in that part of Nigeria, their villages are absolutely, I mean, compared to villages in my own part, in the, my own part of Nigeria, as far as I'm concerned, they don't have villages. What they have is Township because some of the villages have towed roads or graded roads in the village. People have DSTV, they have running water and water pumps, and there's even one dude in their village who has built a like a three Storey complex.
So in my own opinion, I don't call that village. So she probably doesn't know what it's like that you guys are driving home and the car gets stuck in the mud. But for those of us, Benroy State, Nassara, Plateau, Cross River, you know all these places where we have proper, proper village, in fact, some of those, my people around Ubudu and whatnot, like the villages are even getting into like close to jungle territory. Yeah, you will know what it's like where you're travelling home.
It's rainy season, your cousin is getting married, the place has been flooded, your car gets stuck. So instead of saying 4 wheel drive, 4 wheel drive, just say Olga, you buy this, this Jeep, this Honda Jeep, 4 wheel drive, you will never get stuck in the mud again. So that's how you should be talking. Talk in terms of benefits, not in terms of features. Because when you talk benefits, people understand and it gets more compelling.
So if you're saying 4 wheel drive and my guy doesn't know what 4 wheel drive is, he's lost. But if you say 4 wheel drive and you've already built rapport ahead of time, so you know that his village is Ubudu, that's close to Ubudu cattle Ranch and there's plenty of Bush there and everything. And in the rainy season, the place is hardly moturable. You just have now look, OK, yes, this is not a Helox Jeep or whatever. But if you buy this Honda Jeep 4
wheel drive, it's like having a Helox. You will never get stuck in a mud. So talk in terms of benefits. Then also when crafting your compelling offer, also use urgency or use scarcity. Now some people who say urgency and scarcity, they're the same. Now, what's the difference that it's all what's, what's that saying? Is it 33 Coburn and three pence or something? Anyway, some old saying that our folks, our parents used to say that it's the same three quarter and three pence or something.
So this is the difference. When you're using urgency, you're trying to use timelines to get somebody to move now, now, now, now, now you're using timelines. If you're using scarcity, you're trying to use limited quantity to get somebody to move now, now. So urgency is by now before December 25th to take advantage of the 50% discount that is urgency. Scarcity is only 200 copies left by yours now. So the whole idea, of course, is once the 200 copies finishes or the 200 items finish, there's no more for the other person to buy.
So that's the difference. Urgency, scarcity, you can use that to craft a compelling offer to get people to take action. Now, Speaking of take action, lots of folks create advertising campaigns and they forgot, they forget to include a call to action. And call to action is just that part of your copy where you're encouraging people to take action. So the part where you say call 080, blah, blah, blah to book or DM so, so, so and so to book or transfer 25% now to account number So, so, so, and so, and send receipt to so, so and so to book.
You know, that is the call to action. Encourage people to take action now. So you need all these things to craft a compelling offer. Now I'm going to round off by giving a physical concrete example in case some of this just sounds too theoretical. And the person that I'm going to use is Xena. For those of you who've been listening to the show for the last 2-3 weeks, Xena is the online food online chef, online food delivery person from the University of Port Harcourt, the 300 level or 400 level student who reached out to me.
So let's use, yeah, let's use her. So she's in the university context. She's cooking food, putting stuff on Instagram, and you know, you reach out to her on WhatsApp, you send out the money, she delivers you the food. So let's say she's trying to craft a compelling order for her business. The targets, I'm assuming in this case, to keep things simple, let's just assume that the target is students and people who have celebrations.
So the compelling offer could be something like fuel your campus grind or fuel your fuel your campus hustle or fuel your campus. Oh wait, OK, I don't know, I'm thinking fuel right now. Maybe it's because I had to queue and buy fuel this morning and you, you get the drift. It has to be some catchy thing. So let's just stick with fuel your campus grind. So fuel your campus grind dot .20% off on the 1st 5 orders. So you can see that this thing is short, but it's straight to the point.
When you say fuel your campus, blah, blah, blah. Obviously you're targeting students when you say 20% off. Obviously you're trying to use urgency, sorry, not urgency first five that would be, is that scarcity? Well, anyway, you, you get the whole point. You're putting some sort of limit by saying that if you order now and you I'll put it, OK, maybe I didn't catch this couch, this thing pretty well, but you get what is I'm trying to say.
If you order now and you place five orders, you're going to get 20% off. So the idea in this case is to try and get people to order more than once. The target in this case is obviously going to be University of Port Harcourt because there's no point running this promo to people in University of Benwich State, for instance, Benwich State University, because you know, that's too far apart, won't make sense. And I'm assuming university people in the uniport community,
because if they have one campus, then delivery is not going to be that expensive. In fact, delivery, she might even just run the delivery herself instead of paying an OCATA person to do it. If it's a relatively small campus like UNILAC. UNILAC is a small campus. So I guess for that sort of thing, in UNILAC, you can just go around the campus yourself and drop off the delivery since it's that kind of school. UNILAC is that kind of school that you can work from one end of the campus to another end of the campus, and you can do that in about maybe 45 minutes.
Relatively small school compared to great universities like Obafemia and World War University where I graduated from. OK, yes. So what was I? So the target is going to be Uniport. Then the platform is going to be Instagram or Facebook. Or you can also do online food delivery platforms because we have stuff like Jumia and there's there's Jumia. Is it Jumia foods? There's Jumia something and then there's global. I've been seeing lots of their Arcadas, lots of their bikes around Abuja Global GLOVO and there's also food court.
Then there's Kilimanjaro, although I haven't seen the Kilimanjaro Okada in a very long while. I don't know if they're still in business, but so these these sorts of things are there. So yeah, Target Uniport platform, Instagram or Facebook, or she could do online food delivery platforms, Jumia, Global Food court, Kilimanjaro, blah blah blah because there are plenty these days. Every time you're out on the road, you see a dozen Ocadas and it's like somebody's opening a new food delivery thing every other month.
Then you can also put a time offer. You put a time offer saying 1st of the month. Then the tag, the assumption there, OK, I don't know how things work, but back when I was in school, the assumption was like in the beginning of the semester, the assumption was that you know, we're paid up, we've come from home so we have pocket money. So there's money to spend. So if the time offer is 1st of the month, then that's the assumption.
Let's catch people as they're coming in and they have Alawi, they have money to spend. Or you put a time offer and you put it during the exam period. Then what you would be trying to do if you're in Xena situation is you're trying to target people who during the exam period are feeling the time crunch and they don't want to be cooking. So they're looking for a place where they can just go and buy food quickly, and maybe they don't want to walk all the way to Booker to buy food.
They just want to stay in their room and study and then place an order and then the food comes to them. So those would be like two different strategies for looking at the whole thing. First of the first, first month of the semester, assuming that this is when boys and girls have money or during exam period towards the end, everybody's broke, but people are feeling like, oh, I need to study. I can't be going around looking for food.
So that's just a rough example. Of course, if you say you think about it to apply to your own business context, you'll be able to come up with much more elegant ideas, Especially with the benefit of Google, Gemini, GBT, we can come up with good copy ideas for how to craft all these campaigns. So with AI and with some time you can come up with something much more elegant. But I'm just trying to show you how these things can work.
Crafting a compelling offer and you're going to be able to get people to take the next step, which is what conversion is all about. Pretty much. Because if this advert, you put out this advert and you say DM now on, on, on what's that thing? DM on Instagram. Yeah, because she has a good, she has a good. What's it called? She has a really healthy profile handle on Instagram. So if she says DM me now on Instagram and 500 people see the advert out of that 500 people,
if 300 people send her Adm, then that is a conversion because people saw the advert and then people sent Adm. That is a conversion and that is how you close the deal, one step at a time, getting good or getting better at this particular step where you are so that more people take the next step. So if 500 people see the advert and you say DM me, now 300 people DM and then you have the conversation. What do you want to buy?
I want a bag, I want a Gucci, I want this, I want that. And then you agree, you give them a quote and then the next thing is a transfer to so, so, so and so account and then send me a receipt. And there are only 300 people that you had the conversation with, 150 transfer and send you the receipt. That's also another conversion. So you see how it's one step, one step, one step before the deal is closed. And that's the philosophy of pretty much what we're talking about over here.
So over 20 minutes, let me bring today's episode to a close tomorrow. I think I have two, one or two more that we can go over about how to increase our conversions in the sales process. So yeah, that's it for today. Again, thank you very much. Tammy Tayo, Tammy Tayo Ogumola, thanks for listening. Thanks for other people who discovered the show. Always like hearing from you guys. You can comment using the comment feature in Spotify.
If you're listening to Spotify, if you're listening on Spotify, if you're on Spotify, you can find me on other platforms, but you can reach out to me directly on WhatsApp. My phone number is 08064662140. The country code is +234 for those of you who are not Nigerian. And you can reach out to me on LinkedIn like Timmy Tayo did. My name is Tara Shima Ayede, you need to get the right spelling. So you can find me on LinkedIn.
And my e-mail address is also on the link. We're listening to this episode. So thank you very much for your time and attention. I'll catch you guys at the next episode.