Forget Online: Master One-to-One Sales Before You Scale

Today on the podcast, we're going to be looking at a few things related to online and offline marketing, and also the importance of trying to dominate your backyard first before you decide to go and compete in other neighborhoods or in other countries or in other sectors. I'm making today's recording at home and today on Independence Day, for some reason, we haven't had light for a week. That's the reason why my neighbors are lasting generator.

So you're going to hear lots of noise in the background. You know, that's because you know, all of us, as we often do in this country, we're trying to cope with the breakdown in public infrastructure. So anyway, I'm not here to talk about Nigeria and our problems. So if you're tired of using business strategies that work in America or the UK but don't seem to work in Nigeria, then welcome to this podcast. I'm your host, my name is Tavishima Ayede.

For years, I've been bringing practical, realistic and relevant insights to give results in the Nigerian market. So if you're ready to stop wasting time with all that generic advice, you know, motivation advice and all that stuff, and you want to start growing your business the Nigerian way and then stay locked into this podcast. Subscribe on Spotify, YouTube, Apple or any player of your choice, and if you'd love to connect, you can call send me a text message or a WhatsApp message on 08064662140.

So like I said today we're going to be discussing some things online, offline marketing and then also the importance of dominating your dormant first before you go out and start competing with other people. Now, the reason why we are looking at that today is because for those of you who've been listening for a while, you know that I have a radio show on Radio Maria, 91.3 FM, Abuja. That show is a calling show. People call in once in a while.

We you know, half about and talk about different issues. So in particular, about two weeks ago, some gentleman called in Jeremiah from Guadalada, Fola from Abuja, Jacob from Guerimpa and Edu from Area 2. Those are all, how I say, those are all hoods within Abuja. So just in case you're listening from another part of the country and you don't have those names before, those are Abuja places. So one caller in particular,

Jeremiah, he said he wanted to try online marketing because he thinks it's going to be much more effective because of the number of people that he's going to be exposed to. Now, Jeremiah is a real estate professional in Abuja and he says when he's talking to people they know, they know, send them as in they know to give them time. So that's the problem. So he's been interested in utilising Google Business Page, but he doesn't know how.

Then he's also interested in Facebook and YouTube and then, you know, stuff like that. These are some of the things that we've spoken about not just on this podcast, but also on my radio show. So my advice to him was, you know, I've already made a whole episode on Google Business Page. So if this is your first time listening to the podcast, by the time you're done, just run a search in whatever podcast app you're listening to or maybe try in YouTube using my name and the name of the show.

And you'll see episodes that have been devoted to Google Business page, WhatsApp Business, and then Google and my business, Google My Business and Google Business page, that same thing. So basically I told Jeremiah that look, you know, we've already had an episode about this. So basically just go on Google and then type in how to set up my Google business page and then a series of instructions will come up. I write those down.

The reason why I say write it down is because once you click on something it's going to go off the page and then trying to go back and find where the original list is sorry list was would be a problem. So how to set up my Google business page, send some instructions will come up, write it down and then follow the instructions step by step. Also, I mentioned to Jeremiah and I'm mentioning to you guys, that is not something that has to be completed in one day.

It's an auto save kind of thing. So you can start on Monday, do small, come back on Wednesday, do small, come back next week Tuesday, do small. Even if it takes you a month, you can wrap it up. It's not something you must finish today, today. So that was the advice on that. Then as a general rule, I would say try not to do too many things at the same time, especially if you are a one man gang, you're a one woman show.

You know, to say you want to be running Google business page and I want to be doing Facebook now, I'll be doing YouTube now. Like if there's too many things, you really make progress. You know, you're about people say if you want to make bubbles, be in one spot. So it's like that. Learn how to pee in one spot basically, that's what I'm saying. So stay focused on one thing, optimize that thing, do that thing. Well, like take for instance, my podcast.

You see, I'm not all over the place. So the podcast is here. Of course, you know, I distribute on YouTube and other links, but you don't see me doing a ton of other stuff. And you found the podcast, you're finding this thing valuable. Later on when things have settled down, I'm making quite a bit more cheddar. I can now start doing and I'll start doing other other stuff. Sorry, 1 moment. OK, I am back. Sorry I had to attend to something.

Then there was a second caller for He's a long time caller of the show and he wanted to make a contribution based on something we've been talking about. Because like I said, one of the things we're going to look at today is the importance of dominating your own Dormat Fest before you start looking at other neighborhoods, other councils, you know, other countries. And so for like holding back when we discussed it on the radio show just to lend his own,

you know, two cents and he agreed, you know, he said that look, you know, before you preach the gospel to the whole world abroad, he supposed conquer Jerusalem 1st. And of course, which is something that the good Lord Jesus Christ and the apostles did, you know, you conquer Jerusalem 1st and the surroundings. Then from there you go into the Gentile nations and then to the whole world. So the strategy 9 be the same. So that's that's it basically.

So we spoke about some of that. So I one moment I need to refer to my notes and unfortunately I left them on the phone. I didn't write them out on a sheet of paper. So 1 moment. OK. Then the final caller for that particular episode that's like 2 weeks back was a guy called Edu. Now Edu from area 2. The problem he was having is he loves the whole Coco Timber business, things like that, but it's really, really capital intensive.

Very, very capital intensive. I was wondering how to get into the business, but I know we haven't tackled that question yet. You know, I'm scheduling that for upper week, upper week from from today. That's from today that I'm making this particular podcast. So those guys that are called, those are the things that informed the reason why we're making today's a podcast episode. So for Jeremiah now the real estate person, he wants to do online marketing because he thinks he's going to be much more effective than offline marketing.

So we have to ask ourselves a couple of questions. Number one, is that actually the case? Is it true that online marketing is better than offline? Now, First off, let's define some terms. When we say online marketing, let's just say we're doing anything that is Internet related, anything that is www.related that's online, anything that is Instagram, TikTok, reels, you know, whatever what else content, what else e-mail lists, you know all of that that is online.

Then when we say offline, we just mean traditional or real world ish kind of communications. So face to face that is offline. I go to your office that is offline. I pick up the phone that is offline. Maybe we're having a WhatsApp conversation, yes, that goes over the Internet. But for these purposes, we will also call that offline because we're trying to have real time communications with someone. So for the purposes of today's episode, that is the difference between offline and then online.

So in a sense, yes, online marketing is a whole lot better because of scale. When you're doing online marketing, you stay in one place, you press send, you type something, you carry out one action and potentially 500 people, 5000 people, 50,000 people, 5 million people will get to see it. So there's that element of scale. Now there's the problem. Too many people are rushing to go and do online stuff without having mastered the fundamentals offline first.

I repeat, too many people are rushing off into the online space without having mastered the fundamentals of offline first. In other words, you haven't learnt how to have a conversation with a real life somebody who is in front of you. How do you think you're going to have a fruitful, productive conversation with 50,000 people who you can see? Let me ask it again so you can feel me one-on-one. You don't know how to carry on the conversation with somebody.

For some reason, you assume that once the mic is on, once you make this post or make this, whatever, you assume that you'll be effectively communicating with thousands of people. Now, you don't work that way at all. This is how it works whether you're going to do content marketing like what it is and I'm going to do, or you're going to be doing e-mail lists or direct response marketing or something. The thing is, when you're talking to people in the business context, in the sales contents context, you're going to be speaking through particular pains, particular problems that they have or particular visions that they're trying to achieve.

If you haven't gotten good at discovering those things one-on-one live, like face to face, I see you, you see me. How do you think you're going to get good at that? You know, when you're on now on a much more scalable audience. So we'll go online. No wahala, no problem, but just be calm first. Be calm, relax. Let us master the offline thing first. Are you sure you're talking to the right people? Because if your ICP is off your ideal customer profile, if you're talking to the wrong people face to face, I bet you,

you'll be talking to the wrong people when you go online and you'll be wasting your money, you'll be wasting your time. So even if you're doing a podcast like me where you're not spending money, you're wasting your time because you don't know who your IP is. Your ICP is your ideal customer profile. You don't know who your ideal customer is, you don't know who your ideal audience is. So you don't be wasting your time talking into the void,

talking off point, talking rubbish. So let's calm down 1st and master the online space. How do I figure out who is the right person to talk to when I'm talking to that person? How do I figure out the things that these people really care about? One of the reasons why those, those of you who have binge listen to this podcast, one of the reasons why I like this because you see the advice that I drop here is practical, is relevant, is tailored to the Nigerian experience.

The only reason why I know that is not because I sat down and I thought it up. It's because when I started this podcast, I was answering questions that people were asking me. You can see that I was having one-on-one live conversations with somebody that now informed the strategy or the ideas that I now want to go and do on online. So now the same scope. That's the process, that's the former one. That's the way forward.

So stop being in this space where you try to talk somebody to talk, talk to somebody in real life. They give you bass boost, they don't send you, you know, they've shown you, they say, you know what, let me just go online. No, you're just multiplying your inefficiencies. So before you go online, step down first. Let's stay here one-on-one. Let's figure this thing out so that by the time you learn the good habits here, am I talking to the right people and am I

talking in terms of things that they value? When you now go online, you'll be much more effective. That's how it's done. Don't look at people online like me saying oh there is the potential of potentially scaling and reaching out to 50,000 people. Don't be looking at it like that. Well, at least well well yes, you should look at it like that, but don't let that hunger push you too quick. Master the fundamentals first on a face to face level.

It will greatly inform the strategy, the approach, the tactics for the future when you go online. So my advice to folks like Jeremiah who is into real estate and other real estate professionals, if people know they send you don't think they will just hop online. If they're not send you real life, by the time you hop online, equally they're not go send you as well. The difference is just that when people not send you face to face, you can't see it.

When somebody they shun you face to face, you can't see it. So they think it pains either. Chook. I understand because I've been there. Those of you who've been listening in the last two 2-3 weeks, you know, when I gave the testimony about how on my laptop I had a folder called the F you folder. And those are people that snob me. And I need to, when I don't make calm, like when I'm a big boy, I need to walk up there and say,

look, Remember Me and say, Oh yeah, Tarish, I remember you. I'll now tell that F you. I'll tell them straight up. Look, when I was a nobody, you didn't want to deal with me. So now I don't make up F you screw off. So I had the folder like that. Now one day now my wife is on my laptop. She discovered that she says, ah, tavishing my wall is this. I say it's my nephew folder. I said because of why? I said these are people that don't snob me.

Before my was like, ah, babe, you know, it's a bit in my church here, you know? And then we laughed about it. I said, yeah, yeah, I know it's in my church. He said, just delete this thing. I said, hey, may I delete time? She said just delete it. Delete. It is in my truck. So I deleted it. But I'm just trying to say that I know where you are. Like I can feel you. I feel you. I had an actual folder. I was writing down their name #1

Kelechi, a natural. But no, that's my real name. I just made it up. But I'm just trying to tell you that specific. I was writing down their name 1 by 1 so that when I arrive, when I'm on the down to level, I'll call them up. So what's up now? You been as a family. After I talk small time, I say guy F you say why now? I say remember that time. I say we should do business together. You refused. You didn't have faith in me.

So my guy, F you. So that's just the whole thing. When people they snob you face to face, either choke, he will pain you. It still doesn't mean that the whole process isn't happening online. If you haven't learned the fundamentals when you go on online, people will be snobbing you too. It's just that you won't know. So like now take around this podcast that some of you, let's say 1000 of you started listening to this podcast.

And then after 2 minutes, some people say, I beg this guy the yarn off points. And then maybe like 400 people cut off. He won't shoot me because I can't see the 400 people, but the 400 people are rejecting me face to face. I'll feel it. But bottom line, what I'm just trying to say is that look, the dynamics is all the same. You people know they give you time, they know they send you face to face, they know we'll send you online.

So fix that offline problem first. When we now go online will be effective. So if my podcast is effective, if you find it to be effective, the reason why it's working is not because I am on online. The reason why it's working is because offline I learnt one or two things. First that now informed my strategy when I now hopped on the keyboard or hopped on the microphone to make this podcast. So cure those problems first.

That was my advice to Jeremiah. Then let's see what else. So now the importance of competing, I told you that Faller called in to make a contribution and of course he said that whole thing about conquer Jerusalem before you now conquer the ends of the earth. And basically it's the same thing. Now, another reason why Faller called to say that was because Jeremiah, the real estate guy, he also mentioned how in his own locale, Inquiry Park nor the guy don't groom one or two boys in the business.

And so he was thinking, these are my guys now, these are my boys and I suppose they compete with these people. So he decided to move to another locale. He decided to move to Banach Plaza in, we say to Banach area to start up his own business. But he said that when he got there, that competition was fierce, real fierce and that, you know, they didn't even want him in that neighborhood. So like he had to pack up. So he had to he sustained some losses.

So that's one of the reasons why for like called, you know, to give that advice and you know, also chipped in the same. Now look, when you're about to compete, you're going to need a couple of things. No more. You're going to need persistence. Persistence just means, you know, people give you bass boss, you wake up and you try again. You know, you go out, you try your best, you encounter one or two hostilities, you know things not to align.

You go back home, you take a Gucci, eat fufu, you drink 1 cold bottle of Fanta, have your bath, go and sleep, wake up the next day, shine your eyes, say your prayers, and then you start again. So that's persistence. Like, you know, I keep moving. Then unfortunately persistence is not enough. You also need cash to compete. So like for him, even though he was in the real estate space, what he was trying to do that time I think was maybe like food related.

So you need money, Unfortunately, you need to buy raw materials. You're in a new space, you got to pay rent, then what else? You also need to buy Flyers that you'd be promoting. You also need to pay sales team people who will be going out talking to people one-on-one to say, oh, I'm here, I'm here, I'm here. So, you know, it's not just a persistent something. If you don't have cash flows behind you, you can't compete.

OK, well, nice if you can't compete, but your journey will be hard, harder than it it needs to be. So that's also part of the reasons why you're supposed to conquer your dormouse first. Conquer your domain first before you move out because when you establish first in your domain, not only have you figured out the fundamental processes in the business and you've got the mental resilience that you need, you also have the cash flows and you've also built some some brand awareness that will help you.

So the example that I gave was 1 Amala joint. I didn't call out their name. I'm not even sure of the joints name again. But The thing is in my head, because my wife likes all those places where you go and eat amala with nuts, not disgusting soup down that looks green. Is it beggary? And they'll now pour something red on top. I mean, nothing is disgusting. They would first of all, they'll take the amala to put it in the plate.

Then they'll use their hand and then press now their bare hands and then press now the amala, something that somebody supposed to be using bare hands will press it down. Then they'll now take that green soup that looks like vegetables has been blended and they'll pour it in the middle of the amala. And I'm like, what kind of rubbish is this? Put it in a separate soup. Then you now take another red one and then pour it in the in the green 1.

So you're looking at Amala is black. Then inside the Amala, there's no one that is green inside the green, there's one that is red and they will now carry head of fish and then put inside the the middle of fish are put inside and now put all those inside inside things and put it there. And then the thing now look like one disgusting mess. The mindful now sit down and say yes, that is enjoying herself. And never mind. I'm thinking, how is this enjoyment?

Like does this thing look appealing? Anyway, That's by the way. So for those of you who like that kind of lifestyle, I think I call the abola or something. For those of you who like the abola lifestyle, you know, no disrespect, but I won't lie, I don't understand you people. I look at you people, you think you're enjoying yourselves, but to me I'm thinking. And then let me stop here before I offend some people. So those guys, now what they did was they started in Guarepa and they conquered Guarepa first.

So in fact, when I knew that they were arriving was one time when I was chilling with one of my guys and this time was ready late because they invited me out. They said that say we haven't seen in a while now. We sure just come and have one or two drinks. So look me, I would like not a modern night out. I don't club. I don't do any of that, so I went now we enjoyed ourselves and then by the time was now like around 11.

Is there more enter wearing back as a ha enter worry about how they said this one and when I joined the call the place I said for real. That's in my mind. I knew that OK, these guys have have made it. You see, like when you conquer your dormuz, now you conquer your domain. You now have some brand, some some how will I call itself some brand recognition. People begin to know you. They're not saying that oh, those boys, those are that are my life place in Guerinpa.

That is the place. Now we reach that level because you've done a good job in your locale, in your region. By the time you now say you want to move to another place, because from Guerrepa, next place they entered was a Wu say to when you enter, we say to your reputation don't precede you as in people already know who you are. Like, oh, it's those guys, those guys. We did grandpa before. OK, then now I will say true. You see how you're even the the the brand recognition that you you've gotten is kind of laying the way.

Make it easy for you to come and compete in a new space. So the cash reserves that you know, don't day because you've been doing good business in grandpa. So that means you have some small change to go and buy new space. Go and pay for sales team, go and pay for flyer or radio Jingle or whatever, you know, so cash reserves one day. Your frame of mind, you know, is also you understand the persistence that you need is there because you've gone through the stress of having to build this business in wearing power.

So mentally OK, cash on hand now he's OK. And then what else? So I lost my train of thought. My neighbor just turned off that generator. So I was wondering, Ah, light don't come. But and it looks like we're still stuck in in in this rubbish. I guess the round off of fuel there was like, so everything you need to compete is now on ground. Then the brand recognition you have self is even helping you. So these are some of the reasons why it makes sense to conquer your domain first before you start trying to look outside,

outside, outside. So you're based in the catcher. You know you're on 20 St. dominate 20 St. first, then you can start looking at Allen Ave. maybe or baby before you know it, you can be looking towards the on the bridge side. Maybe you will now be able to open a another place in Maryland, you know, small, small, small, small, small. So that's an approach. That's one way. So yeah, that's it. So those are some of the ideas from those callers, Jeremiah.

And follow up before the other guy. I do. We'll get to some of that later on because I want to address the question on the air. You know, first we find out, come and make a podcast episode about that. Let me see, is there anything else I wanted to talk about? Because like I said, unfortunately I didn't write it off on a sheet of paper, so I don't do freestyles more. You know what, let me respect your time. Instead of freestyling, let me just go and sit down.

If anything else comes to mind, then I'll be a separate podcast episode. So that's it and that's all. Remember if you'd love to connect, you can call, send me a text message or WhatsApp message on 08064662140. And if you're ready for more realistic relevant strategies for the Nigerian market, you are at the right place because here in this feed where you're listening to, whether you're on YouTube or any podcast player in this very feed, you might not know it because you can see, you know, four or five episodes.

If you continue to scroll, you will see that there's over 1200 episodes. Full practical insights. Just Scroll down, continue to binge, continue to listen to all the previous episodes and I'll see you soon at the next episode.