HOWTO

MARKET
ANDSELL
LIKEA
PROSTITUTE

Proven and practical ways of making people buy

your products or services, even when they do not
love you and your company

EDWINNGWANE
 Rights Reserved.
© 2019 Edwin Ngwane
No part of this book may be reproduced or transmitted in any form or by any means, electrical
or mechanical, including photocopying and recording, or by any information storage or
retrieval system without permission in writing from the author.

Disclaimer

This book is written for informational purposes only. It was not written to glorify prostitution or
demean those who practice it. The words prostitute, prostitution and sex are used just as
references to marketing and selling. The author has made every effort to make sure the
information is inspiring and educative. All attempts have been made to verify information at
the time of this publication and the author does not assume any responsibility for errors,
omissions, or other interpretations of the subject matter. The publisher and author shall have
neither liability nor responsibility to any person or entity with respect to any loss or damage
caused or alleged to be caused directly or indirectly by this book.

Author’s Guarantee:
The author of this book researched his subject and provided enough insights to help someone
who is having challenges with marketing, branding, and selling. Please contact us at +260 965
208 410 if this book does not help you in any way. We will not hesitate to refund you.
 ABOUT EDWIN NGWANE

E
dwin Ngwane, CEO of Kawiwi International Limited, is a writer and public speaker. He

has authored “The Few Who Find Gold” and “The Wedding Master Plan.”

Ngwane teaches others how to transform their lives into greatness by achieving

entrepreneurship, sharing with students his background of living in the village and the middle

class.

Ngwane is a graduate of the University of Mysore in Karnataka, India, where he acquired a

Bachelor of Commerce. He is now a seasoned banker with management roles in sales,

customer service, and banking operations.

Ngwane is married with two girls. He can be contacted through LinkedIn, Twitter, Facebook

and Instagram under Edwin Ngwane.

 DEDICATION
How to Market and Sell Like a Prostitute is dedicated to all entrepreneurs and would-be

entrepreneurs. Your ambition to pursue risk with a positive attitude is what drives economies,

creates wealth, and changes lives.

 ACKNOWLEDGMENTS
Edwin S. Ngwane (Grandpa)

For giving me the first capital to start a business.

Mwika Manda

For showing me all the street marketing and selling techniques.

Astrida Mwila

For being a supportive wife, even when I lost money through failed businesses.
 CONTENTS
Chapter One: YOUR BUSINESS IS DEAD WITHOUT SALES
Chapter Two: BECOME SHAMELESS AND BELIEVE IN YOUR
BUSINESS
Chapter Three: FIGHT OBSCURITY AND GET YOUR BUSINESS OUT
THERE
Chapter Four: FIND YOUR NICHE AND BUILD YOUR BRAND
Chapter Five: DON’T SELL TO THE UNCONVERTIBLE
Chapter Six: DEVELOP A SERVICE CULTURE
Chapter Seven: MAKE THEM FALL IN LOVE WITH YOUR PRODUCT
Chapter Eight: OBSERVE THE MARKET AND LEARN NEW TRENDS
Chapter Nine: CLOSE AGGRESSIVELY AND UNAPOLOGETICALLY
Chapter Ten: SPEAK TO THEIR MIND AND SOUL
Chapter Eleven: RIDE AND GRIND LIKE NO OTHER
Chapter Twelve: BREAK THE RULES AND BE READY TO FIGHT
Chapter Thirteen: BUILD RELATIONSHIPS
Chapter Fourteen: LEVERAGE ON THE NEW CROP OF PROS
 BACHELOR OF ARTS IN MARKETING AND
SELLING AS CERTIFIED BY THE STREET AND
CORPORATE WORLD

I
was introduced to street selling in 2006 by my good friend Mwika
Manda at Lusaka City Market. We were selling secondhand
clothes. There are two types of secondhand clothes sellers: bulk
sellers who open bales and retail sellers who collect designer clothes
from the bulk sellers for resale.
I was a re-seller of collected designer secondhand clothing, which was
known as a “Vocal.” We used to select the best secondhand clothing,
selling them to those who loved Italian, English, American and French
designs. The clothing was sold at a fairer price than it would cost had it
been bought brand-new.
Our business model, therefore, was basically about understanding
fashion trends. We collected the latest and stylish clothing, selling
them to the people who loved fancy clothing at affordable prices.
Business was always good once you understood fancy clothing and
knew to whom you could sell the clothes.
Due to financial constraints, I started this business after having to
survive after not attending college. I became an expert in the business
and was in love with the vocal business.
I could tell whether the bale had nice designer clothing, even before it
was opened. I was well-educated about brands sold within H&M,
Dolce & Cabana, Gucci, Paul Smith, Marks & Spencer, Old Navy, Gap,
Zara, American Eagle, Abercrombie & Fitch, etc.
The vocal business became my business. I was certified by the School
of Vocals. It taught me the language, behavior, negotiation skills and
appearance of vocals. Vocal basically meant someone who could talk
and persuade someone to buy. I was part of the tribe of vocals, and I
am still a proud vocal to this day.
I did not understand how much I had learnt about prospecting,
networking, building rapport, and credibility, or closing and
relationship management until I joined the corporate world of banking
in 2009. I was asked to sell something to the interviewer on the day of
the interview.
As a vocal, I could even sell my shoes and go home with sandals! I
aggressively sold my jacket to the guy who asked the question. He
wanted to buy my jacket - a solid British wool retro style with notch
lapel. It was the best jacket in my wardrobe, but money is money. I
sold it to him and got the job.
On joining the bank, my first position was Direct Sales Representative
(DSR). We were the bank’s foot soldiers. We would walk from one
door to another in the central business areas of Lusaka, looking for
clients. I was never afraid of this challenge since I had already been a
vocal.
Many people couldn’t handle this type of work. It was the ladder for
me, however, and I used it to become one of the high-performing
managers in the corporate world of banking. Even though I thrived,
direct selling is not an easy job.
I remember reading sales books written by Brian Tracy, Jeffrey
Gitomer, Daniel Carnegie, and others. I began to understand all the
sales processes. After studying these guys, I realized the important
elements of selling. Still, I felt something was missing that I needed to
understand.
I began to study colors when I started my restaurant business. I
wanted to understand why fast food companies branded their
buildings with red, yellow and green. I was intrigued as to why blue,
teal and green were common among financial institutions. My research
went further by revealing to me why most advertisers use mothers
and children in adverts.
At the same time, I still wanted to know someone who is the master of
sales. Grant Cardone claims this title in his book — Sell or Be Sold. He is
aggressive and pitches like no other. What about the marketing gurus
like Frank Kern or Russell Brunson?
I bought and read their books, learning valuable lessons in the process.
However, I wasn’t satisfied. There is something all these guys talked
about in relation to learning something new.
They would encourage you to ‘model successful people’ who are
already where you want to be. Therefore, I started looking around for
people who had mastered the art of marketing and selling. I started to
look for people who could market and sell a product that is not
morally acceptable yet commonly sought and bought.
I like to go out to a party once in a while so that I can have fun with my
friends. You will meet me one day. We tend to visit a few night clubs
here and there, spending some time on the dance floor. I am that guy
who likes to dance, despite having limited dancing skills, though I can
jump.
After going out for a while, I noticed one common trend at night. Guys
look for women for either a one-night stand or whatever. This is not an
envelope statement. Some guys also used to go out just to dance, talk
about sports and politics, or make business deals.
This statement is also true for women. Not all women found in night
clubs are prostitutes. They tend to go out for fun. But there are those
who go out for business. These are the types who don’t hide the fact
that they make money through having sex.
Studies have shown that married men buy sex more than single men.
This statement alone created a lot of curiosity in me. I wanted to
understand why a married would go out there and have sex with a
prostitute. I just couldn’t comprehend that. After making concrete
observations, I learnt how prostitutes HUSTLE at night to get money
out of men’s pockets.
They don’t get it by force. They don’t steal (although some do). Men
willfully pay for the services rendered. And guess what? They pay a
premium for services, which can be acquired for free from their
beloved wives. Instead, they decide to get these services from
someone they do not even love.
Upon looking at the whole picture, I studied how prostitutes do their
business. I realized that they are masters of the marketing and selling
game. Few men can proudly say they love prostitutes, despite having
acquired their services at some point in their lives.
Prostitutes sell a product, which is morally unacceptable, demeaning,
risky of infections and illegal in most countries. Furthermore, they sell
to both men of lower and higher ranks within society, which gives us
the opportunity to learn their selling techniques.
We can learn how to market and sell our products to people, even
though they do not love our company or the people running the
company. I believe every business is dead without sales; therefore, it is
paramount to understand how to get your products and services to
the people who are eager and willing to buy.
This book was not written to glorify the work of prostitution or
demean the people engaged in the business of prostitution. Instead, it
is designed to use the prostitutes’ principles of client acquisition and
retention, marketing and sales in the world of business.
I hope this book will help you widen your market reach, boost your
sales and increase your revenues.
Enjoy.
 apt One

YOUR BUSINESS IS DEAD

WITHOUT SALES

I
f you do not strive to market and sell your business, then overall, it
is dying. People provide advice about money and how it should
not impact the day-to-day operation of a business. This business
mindset, in fact, is foolish.
Businesses can survive without money, but the killer of most
businesses is the lack of money. Money is the oil that runs a business’
engine. Therefore, you need to learn how to market and sell products.
You cannot discount marketing and selling if you want to become a
millionaire, for marketing and selling is the gateway to earning money.
After working six years in the corporate world of banking, I quickly
realized I would not be a millionaire just as an employee. So, I looked
at all the dynamics of employment and thereby understood that an
employee is not in control of his income destiny.
An employee gets only a fraction of what his employer thinks he is
worth. The executive sits and discusses the organization’s
performance, deciding how to reward employees after the
shareholders (rightly so) have gotten their lion share. The average
salary increment within most business circles is 5-20% unless you
move from one salary scale to another. Typically, this is due to a
promotion or a change of an organization.
While moving from one company to another in an effort to search for
greener pastures, you will still notice that an employee of lower ranks
earns an income to keep him going.
I analyzed someone earning a gross annual salary of USD18,000.00
while getting the average annual salary increment of 10 percent. This
usually depends on the performance of the employee and the
organization. The expected compound annual salary s/he will achieve
over 20 years will be USD121,094.99.
I soon realized that I would not be a millionaire working for another
person, despite working my butt off all year round. So, I slowly started
working on my side hustles.
In 2011, Chikondi Beauty Care was established. The business was a
great start-up in the small town of Chililabombwe. Miners’ wives
bought our beauty and cosmetic products.
Chikondi Beauty Care did very well and overgrew quickly; however, it
collapsed in 2016 when I was transferred from Chililabombwe to
Ndola. Upon arriving in Ndola, we used the concept of Chikondi
Beauty Care but did not market research the potential customers
within the city.
We believed the concept of targeting ladies who enjoy looking good
would work in the city. We opened Chikondi Beauty Care under the
new names of Chikondi Charms. The shop was painted with beautiful
purple colors. The branding was on point, and the display sparkled.
We stocked our store with high-quality perfumes, deodorants, wigs,
hair oils, nail polish, boxers, bras, panties, and pieces of jewelry. My
wife and I felt great just having the products in our shop. However, the
business went under sooner rather than later. I lost all the money I put
into the business, which took five years to pay off. It was painful, and I
was angry with myself. I thought I had it all figured out.
I thought people would buy our products, and, therefore, we would
make a lot of money. The reality is that business teaches great lessons.
I was beaten to the game, learning great lessons about marketing and
selling in the process.
I like to read. One day, I saw an article written by Victor Antonio,
which read: “Everyone is in the business of marketing and selling.” And
it’s true. You can have the best products and/or services. Still, they
aren’t the best, and you are not in business if you can’t sell your
products and/or services.
If you are not getting any traction and generating money, you should
look for a different job. Running a business is not for you. There is no
business that can survive without generating sales.
Apple, Amazon, Coca-Cola, MTN, and Trade Kings are massive
companies that have not made a mistake when it comes to marketing
and selling. Coca-Cola is gigantic, but they have never stopped
marketing and selling their products and/or services. If big companies
can market and sell their products and/or services, then a small
business like yours needs to double its efforts.
The failure rate of a start-up business is at 75% during the year of its
inception, 97% in its second year and 99.9% in the third year. The
biggest challenge for most start-ups is cash flow through which sales
are made. Having said this, it becomes very difficult to keep up with
the operating costs of the business if the products and/or services are
not being sold.
In my book, The Wedding Master Plan, I pointed out that a beautiful
woman with a noble character can still fail to find a partner. This is
especially true if she lacks certain marketing and sales tactics. It’s why
you find businesses selling crappy products and making money, all
while your great business is struggling to sell quality merchandise.
The problem is not the country’s economy, just as it’s not the price or
the product’s timing. Instead, you lack the practical marketing and
selling techniques essential for a successful business.
You can spend a lot of money on packaging and reducing prices,
though your business will soon fail if nobody knows about your
products and/or services. I know a lot of businesses who liked to
compete on the basis of price, but they ended up being annihilated.
You don’t have to reduce your prices. How are you going to sustain
your business with reduced income? How are you going to pay
employees and stakeholders with reduced prices? Where is the
money going to come from for innovation?
You might also think that there is nothing you can do about your
country’s bad economy. But remember, there is someone with a
business just like yours. They are killing it and making money in your
industry. You can do just as s/he can do it.
The worst mistake you can make is to believe people haven’t any
money. People are always buying things. It’s false to assume that
people don’t always have money. The prospect doesn’t think about
you when making the decision to buy.
I remember sitting on a bench at Lusaka City Market, thinking that
someone would look at my fancy clothes. They would buy them
because they were nice. It was a bad move, and instead, I ended up
broke. I hadn’t earned any money until I became a real vocal.
I started talking to prospects, showing them why they needed to buy a
faded blue damaged pair of American Eagle jeans. It had buttons
instead of a zipper. Further, I explained why beige embroidery was
better than black for blue jeans. Customers need to understand that.
Without specifying the jeans I was selling, the pair was just another
item of clothing they could find elsewhere.
Whenever I wasn’t speaking with prospects, I would complement
those wearing a fancy suit at a restaurant. They ended up telling me
where they bought their jeans, and I would mention I could provide
similar products at a suitable price. These are selling tactics I used as a
vocal, but I failed to use them when I opened Chikondi Charms.
I became too comfortable being an employee. Thus, I didn’t do what
could have made my business a success. I was that corporate guy–the
one who thought it was awkward to pitch perfumes, wigs, nail polish
and jewelry.
There are so many people who hate selling. In fact, selling is one of the
most disliked jobs in the corporate world. But there is a secret:
“numbers don’t lie.” A salesperson in employment circles finds it easier
to justify their performance and rewards for this reason. Even in
business, the company which is selling products looks like one. A
good-looking bottom line usually comes from a strong top-line.
Learn how to sell if you want to become successful in your career.
Every company wants someone who can move their products and/or
services to the consumer. Jobs are always there for you if you are a
good salesperson, and the corporate ladder is easier to climb.
Marketing and selling, therefore, is an integral part of business success.
Sales revenue is the engine that drives a business. So, you must learn
everything to thrive with marketing and selling.
What is marketing anyway?
According to the Merriam-Webster Dictionary, marketing is defined as:
“the activities that are involved in making people aware of the
company’s products and/or services, making sure that the products
and/or services are available to be bought.”
The other definition of marketing is: ‘the action or business of
promoting and selling of products and/or services, including market
research and advertising.’ The business dictionary defines marketing
as: ‘the management process through which goods, products and/or
services move from concept to the customer.’
What is selling?
Selling is part of the whole concept of marketing, as you can see from
the above-mentioned definitions. The main goal of marketing,
therefore, is to move products and/or services from the business
owner or salesperson onto the customer.
The Cambridge Dictionary defines selling as: “the activity of making
products and/or services available so that people buy them.” It further
expands the definition as: “the job and skill of persuading people to
buy things.” I love the way the Cambridge Dictionary expanded the
definition. You should go through that definition again.
Marketing and selling is the hardest part of a start-up business. I see so
many entrepreneurs getting everything right, except for putting a sales
team in place. How are you going to let people know you have great
products and/or services? You need to advertise this message way
before you launch your business.
The resources are usually limited for most start-up businesses. Still,
you can win by using the concept of the prostitutes. While studying
your competition, offer something they can’t imagine seeing. This will
get their clients’ attention, and they will watch.
Your market research needs to match your products and/or services to
the needs of your clients. Complete a SWOT analysis before you throw
yourself to the wolves. Every business will face stiff competition in the
beginning. Thus, you have to prepare adequately and fight for your
market share.
Prostitutes understand this concept very well. Think about it. Men
don’t like prostitutes, but they certainly love what they offer. They are
magicians who know how to turn a boring day into an exciting one.
And once a man falls for their magic, he needs better magic to go back.
I have flirted enough, and it’s time to go deep. I believe you deserve to
know what makes prostitutes sell a product that should not be sold,
especially being in one of the most despised industries around the
world.
Turn to the next chapter, and let’s begin.
 apt Two

BECOME SHAMELESS AND BELIEVE

IN YOUR BUSINESS

T
he first time I did a sales job was when I was employed by
Standard Chartered Bank, working as a direct sales
representative (DSR). Friends or relatives would give me advice
on finding a decent job once they heard of my occupation.
It was very frustrating, but considering I came from the street, where I
sold secondhand clothing, it didn’t bother me. This made me realize
that a sales job was not a respectable job for many people. I now
understand why many people left the sales role. Even if they left for a
mediocre job, it was not sales.
Nonetheless, my observation has been that most successful executives
and entrepreneurs are great salespeople. They will sell a vision to the
workers, financiers, relatives, clients, and many other stakeholders on
their way to success.
Sometimes, the sales pitch might seem trickery or crooked, which is
why most people shun away from selling. There are so many people
with great products or services who fear being rejected or looking like
a scam. If you can’t put your product and/or service in people’s hands,
then you are doing a disservice to yourself and/or your business.
You are someone who lacks value and is weak. There are so many
people who can acquire help from your product. Still, you have
insecurities, which have made you fail to share these with the people.
THE 5 THINGS STOPPING YOU FROM SELLING
Fear of rejection
The fear of rejection arises for most people when it comes to sales
pitches. No one wants to pitch a product and/or service only to get
rejected. We all want people to agree with us. But the world is a little
different from what your mother taught you. It’s brutal! People will
reject ideas, even when they are good for them.
I am sure you have an ego on your shoulders. You think it’s not right for
people to reject your products or services. Leave your ego at home
and go out there. Get rejected as many times as possible until it stops
hurting whenever someone says no.
Fear of failure
Failing is not a good experience. Failing makes people look stupid. I
remember being mocked by someone who owned a shop near our
place on the day I closed Hot Grill Takeaway. He thought it would be
easy for me, but then I faced reality.
I was embarrassed when I failed to pay workers’ salaries. It was
painful to explain why you couldn’t pay someone who worked
tirelessly for your business. There were days I wished I didn’t open the
restaurant, but rather just used the money to get a BMW. I regretted
having tried to work as a business owner.
Nonetheless, after a few months or a year, I realized that having tried
and failed to run a business gave me enough lessons for future use. I
learnt great lessons, which I won’t make in my next business. I became
wiser by understanding why I had to go through it.
I know you are afraid to sell your products and/or services. You are
fearful that you cannot persuade buyers to make the purchase. At one
time, you may have felt the pain of criticism toward your products
and/or services, or experienced failure to succeed with a new item
that you thought would be successful.
At the same time, you must be willing to fail if you want to succeed in
business. It is all a game of chance. Sometimes, it works; sometimes, it
sucks. You will learn great lessons if you are willing to go through the
process with an open mind.
Fear of criticism
When Jack Ma started Alibaba, the Chinese e-commerce website,
people criticized him. They said he was promoting the sale of fake
products. 2pac was criticized for his gangster rap until he became a
rap legend.
Jose Mourinho has been criticized for being talkative and winning
through pragmatic ways. I remember seeing people criticize Donald
Trump until he became POTUS. Moreover, people criticized Jesus
Christ for surrounding himself with prostitutes and thieves. Look at his
ministry now.
Every new idea, concept, product and/or service will be criticized.
Someone said you should say nothing, do nothing and be nothing if
you don’t want to be criticized. Is that what you want for your life? I
don’t think so.
Every great book has bad reviews. Every great song has people who
hate it. Furthermore, what you consider flavorful food may not look or
taste good to others. We live in a diverse world. It’s important to
recognize that not everyone will love you or like what you offer.
Develop a thick skin for criticism. Allow people to criticize you and
your products. You might even benefit from the criticism if you listen
well.
You think your products or services are not good enough
Ask people to tell you about themselves, and they will be conservative.
They will try to hide their achievements and accolades of what they
have achieved in life. Most people want to appear as underachievers.
Who gave you such a mentality? It hurts me to see people with such a
mindset.
If we were to meet, you would encounter a guy who is handsome,
intelligent, successful and in the process of becoming very wealthy. I
am the full package of God’s creation. I am a talented author, speaker
and business coach. This book is a success even before I publish it. It’s
a bestseller.
I couldn’t care less about what you think. I am the master of my own
fate, the captain of my soul. I think, speak and do what is good for my
life. Everything I do is a success. You are free to disagree with me, but I
really don’t care. This is the mindset you need to have.
If you do not believe in yourself, then it will be very difficult for
someone to believe in your products and/or services. You don’t trust
yourself enough to believe you can create something spectacular. You
think it’s impossible for people to accept what you sell.
Why do you think people will reject your products and/or services?
Do they understand the amount of effort you have put into your
business, as well as the time it takes to bring them to the marketplace?
It's okay if they don’t see the value.
You are good enough, just as the items you sell are good enough. If the
Chinese could flood Africa with junk and make a killing out of it, then
why would you think your products are inferior?
You are too good to be a salesperson — Ego
Most people can be anything but a salesperson. It’s a job that is
disdained in most communities. But the good news is that selling will
be the last job to be replaced by technology. So, your MBAs will not
amount to anything if you don’t know how to sell in the future.
You think you are running a business, yet you have more important
things to do than selling. It’s no surprise that your business is
struggling. If this is your mindset, then I can tell why your job is on the
line. You will be laid off soon.
Nobody is too good to be a salesperson. Whether you are an
Evangelist, prophet, business owner, executive or just another guy
trying to find love–you need to learn how to sell. Salespeople are very
attractive people in business, careers, and life in general.
Successful sales professionals get more promotions. In fact, they are
usually higher paid than non-sales professionals. You will also notice
that the marketing and sales departments are the most important
departments of all corporations.
Most successful people and corporations have sold products, services
and/or ideas in order to become successful. Steve Jobs, Mark
Zuckerberg, Bill Gates, Jeff Bezos, Kylie Jenner, and Oprah Winfrey
have all sold something to become successful. Learn how to market
and sell if you want to be like them.
You have set a low target for your life
A love affair with contentment is common among those who don’t
enjoy selling their products and/or services. Salespeople stretch
themselves to achieve more. A Toyota Corolla, a two-bedroom house
and two children on a government scholarship is good enough for
those who have given up already.
But good enough has never changed the world. You have to look
beyond the wall. See the possibilities beyond what your eyes can see.
You can do and become more. You deserve more than what you have.
I know you are capable of getting what you want for your life.
I don’t want to be a parent who leaves nothing for my children. I will
leave an inheritance for my children’s children. I want my
grandchildren to live a better life because I laid a solid foundation for
them.
There is nothing wrong with having more money; this is a good thing.
Being very rich is also a good thing, for it allows you to buy more cars
and fly more jets. What is stopping you from acquiring more? This is
the same bullshit thinking that money is evil.
Read the scripture once again. The love of money is the root of all evil
and not money itself. You have just settled for the low life, and so you
are probably secretly praying for a breakthrough. Just learn how to sell.
Only then will you will see the abundance, which will help improve
your life.
You think marketing and sales is for extroverts
It is common that most people think a salesperson is always pushy,
overconfident, outspoken and aggressive; however, this is not always
the case. Some great salespeople are down to earth and soft-spoken.
We live in a technological world, where you can advertise products
and/or services through social media and Google Ad Words. Overall,
this technology has made it easier for people to do great things in their
lives.
If you are an introvert, then remember that there are other introverts
out there just like you. They would love to do business with someone
who is just like them. We sell more by creating meaningful
relationships. You are in the right business if you are someone who
likes to dig deep before you can sell.
The world of introverts has arrived. You can market and sell without
talking too much, trust that it can be done.
PROSTITUTES CASE STUDY
Prostitutes don’t care about what anyone thinks about them. They will
stand in the streets looking for business, even though they know that
most of the people passing by look down upon them. They are
fearless, determined, and focused on what they want.
Prostitutes are shameless. They are so focused on what they do that
they don’t hear anything bad you say about them. It’s a tough and
challenging business, but somehow, they know how to do it better
than most people who have a master’s degree in marketing.
Prostitutes think having sex with them is the best experience someone
can ever have. They persuade a man to have a better sexual
experience instead of the boring sex he gets with his wife. This type of
confidence is infectious. You can easily pass it on to another person or
customer.
No one will have confidence in your products and/or services if you
doubt them yourself. It will show in your business, and you will
increase my fears of buying from your company.
No one will resist your product and/or service if you believe it first. We
will be attracted by your passion, confidence, and admiration of your
products, so much so that we will justify your business to those close
to us. We will tell them how the product and/or service have
improved our lives.
In actuality, there is nothing new that prostitutes offer their clients.
Their belief is that having sex is a great experience. It makes potential
clients think it is worth trying. Most men wonder why they spent all
their money on five minutes that didn’t seem any different from what
they could have had with their wife.
As I previously mentioned, most married men leave their wives for
prostitutes. Men believe they will get something spectacular; however,
it ends up not being any different. This is what happens when you
believe in your products and your business. You can sell sand to the
people in the desert if you believe in yourself and your products
and/or services.
 apt Three

FIGHT OBSCURITY AND GET

YOUR BUSINESS OUT THERE

T
here is a common phrase throughout business circles about
career advancement, which implies it’s who you know that
matters. You need to know somebody if you want the next job.
Even though the previously mentioned phrase is frequently used, I
don’t agree with it. There is some truth in it, but it’s not correctly
phrased. The phrase shouldn’t be about who you know, but instead,
who knows you. We all know a lot of people, but the few people
known by POTUS end up millionaires or successful business owners.
Therefore, it is ultimately a game of who knows you.
Do you remember the old adage about publicity? Donald Trump used
to talk about it often before he became POTUS. There is no such thing
as bad publicity because all publicity is good publicity.
When I was studying my Bachelor of Commerce, I enjoyed one topic
in particular, which was positioned marketing. Simply put: it is the way
of making the customer think about your company whenever they
think about certain products and/or services.
All toothpaste is Colgate in my country. Throughout America, people
think about smartphones–especially iPhone. And, upon visiting Africa,
you will almost think a vehicle somehow means Toyota. There was a
time when computer operating systems only meant Windows.
What does this tell you about positioning? It simply means these
companies have made their products and/or services well-known to
their consumer. Customers think about the company as they think
about a particular product and/or service. The way Coca-Cola
advertises, for instance, gives you the impression that Coke means
thirst.
Look at how Nigerians market themselves. Certain people in America
and Europe think every African is Nigerian. It is so simple. After
branding, positioning and advertising yourself as a company,
customers will start shopping your products and/or services.
I am sure it happens to you with supermarkets or restaurants. Food is
not always Wendy’s, KFC or McDonald’s. Coffee is not always
Starbucks. Hollywood is not all about movies. Still, that’s how our
brains operate at a subconscious level, whether we like it or not.
Therefore, it is paramount to ask how you can position yourself. This
will allow you to dominate your potential client’s mind, making it
easier to persuade them into thinking about the type of products
and/or services that you offer.
Let’s return to thinking about prostitution a bit. Prostitutes like to go to
places known for pickups. They go to streets known for their picking
up of prostitutes. If there is a college known for young prostitutes, then
even the old prostitutes would find a way to get there.
Whenever someone thinks about having sex without creating a
meaningful relationship, a prostitute often comes to mind first. In fact,
people in any town will tell you where prostitutes can be found. It is
usually a certain street, night club, guest house or Lodge. They may be
found in a hookup line or on a particular website.
Prostitutes register their presence in all these areas so that they can
increase their chances of getting a client. They are known by taxi
drivers, hotel guards, bartenders, DJs and waiters. They don’t hide their
products and/or services, but instead, it is common knowledge for all.
You have to get known, regardless. People don't easily buy from
unfamiliar people or companies. Most people hate window shopping. I
am a guy who likes to search the web for the best e-commerce sites.
These sites sell certain products I’m interested in, and I get settled
once I find the best one. I can confess that it’s not easy to settle for a
site.
You have to check for the contact details, reviews, whether the site is
verified by Visa, etc. It’s hectic. This is why people settle for Amazon,
eBay, Alibaba, or Etsy. It’s because it’s not easy to find the right
supplier or seller of a certain product and/or service.
Now that we’ve discussed the importance of becoming well-known,
read through the following steps designed to help you.
1. Advertise
Think about it. If a company like Coca-Cola can advertise, then aren’t
you supposed to do it a million times more? You have to advertise. You
just have to do it, whether it’s on television, radio, billboards or social
media.
It takes five times for an advert to make an impact on a prospect. You
will not make any money if you are not willing to advertise. You have
to consistently push your products and/or services to the customer. I
don’t care how much money you are going to lose in the process. It’s
better to lose money advertising than patiently waiting for the death of
your business due to your failure of not advertising.
If you don’t want to spend money, then do word-of-mouth
advertising. You have to be shameless! Talk about your business
everywhere. Some people won’t like it, but they will surely talk about
it. In fact, they will still end up promoting your business.
You are not realistic if you think adverts don’t work. All top brands you
recommend to others are due to advertisements–these companies
advertised to you first. In retrospect, you have been promoting their
products and/or services to your friends and relatives ever since you
came across them.
You probably have that one radio or TV advertisement that you love
while you joke about it with your friends. You found the product
and/or service, thinking you should try it. So, in retrospect, you are
now an evangelist of the company.
It works if big companies can consistently do it. Try it for your own
business.
2. Network. Network. Network.
One of the first things you will notice about a night club is that
prostitutes are usually in groups or teams. They have this type of
friendship, which helps them to get clients.
Prostitutes use their networks to support each other, giving one
another a confidence boost. This is in case their friend is afraid or feels
like quitting. They also use it to pass one client to their trusted friend if
a client comes, but the prostitute is already preoccupied with
someone else.
Who is in your circle? My grandfather used to say that “birds of a
feather flock together.” It is in your best interest to surround yourself
with people similar to yourself. As a result, you will become a better
business person by being surrounded by people who understand your
mission.
3. Get into the spotlight
Do you hate the spotlight? Do you feel it’s better to take a back seat in
life? Do you like bragging every time you talk about yourself and your
business? Do you feel as if fame is not a good thing? Are you afraid of
speaking on stage?
If you answered yes to any of the above questions, then you need to
consider coaching to become a real go-getter. My mum would tell you
that I never talked and have always been a reserved guy.
Although it did not help me in any way, people would get into my stuff,
and I would just let it be. If people wanted to get in front of me, I used
to let it go. I then realized we are in a jungle, where you have to fight
for what you deserve. I had to start demanding what was rightfully
mine.
Let me tell you a secret. Any person who is well-known commands a
certain type of respect in society, even when he is a fool. The guy who
speaks will look intelligent, even when there are quiet guys keeping
their brilliant ideas to themselves.
The well-known prostitute gets more business than the unknown
prostitute. It is what it is–hate it or love it. No wonder most prostitutes
love the night club’s lights or stand near street lights when they are in
the streets.
They want potential customers to see them while not wanting to cast
doubt about what they do. They leave their house and get into the
spotlight. As I previously mentioned, you have to stand firm to
criticism when you are in the spotlight.
Have you seen the number of adverts during the FIFA World Cup or
Super Bowl? Do you know how much it costs to have your advert on
TV during those times? You should contact an advertising agency for a
quote. Business is all about attention. The business that gets the most
attention is the business that will thrive.
4. Dress to attract
Does a mini-skirt or being half-naked do any magic? Yes and no. It
works for prostitutes but not when it comes to business. If you look at
a prostitute, you will not have to ask whether s/he is selling sexual
pleasures.
The clothes will tell you the whole story. Imagine going to a chemist
and finding the pharmacist dressed in oily mechanic clothes. Would
you buy the medicine or consider visiting the next chemist?
I can almost predict that you will not be comfortable buying medicine
from a pharmacist who looks like a mechanic. You would still have
question marks on your face if you found a guy sitting in a garage
looking like a Chase executive banker.
It’s the same with business. You should know your business dress
code so that you don’t make people doubt your credentials. I know
your mother told you never to judge a book by its cover, but people
do. Get used to it.
5. Create Controversy or Polarity
The easiest way to become famous is to create controversy around a
particular topic. “Build the wall.” — Donald Trump. “Jews are our
enemies.” — Hitler. “I can make angels visit our church right now.” —
Prophet Bushiri. “Social media is good for our children.” — Gary
Vaynerchuk.
The sentiments above are debatable issues, which offer perspectives
from different types of people. Not everyone wants the wall. Not
everyone thinks Jews are their enemies. You can’t say angels came to
your church just to make a TV stunt. And not everyone would love kids
to have access to social media.
Some people strongly agreed with those sentiments, while others
rejected them with their passion. These are what you call “polarized
views.” Controversial or polarized views will get 50% of the people
supporting your idea, while the other 50% will be opposed to you.
Still, it is the easiest way to get known by your clients. It doesn’t
always work, however, especially when you are trying to demean or
ridicule other people. This method has worked many times, so find a
way of making your products and/or services a little controversial.
While the title of my book could have been How to Market & Sell Like
a Professional, I know professionals are bored with the topic.
Therefore, inserting prostitute into the title brings out many questions.
I know some readers will not be amused by my use of the word
prostitute, but I am unapologetic about it. We all know you need water
to quench your thirst. Likewise, beverage companies have made you
believe you need a drink instead of water. So, therefore, create your
own intelligent controversy.
6. Endorsement
An endorsement is one of the most visible types of getting credibility
as a new business, especially when you want new customers. I am
sure you have seen Lionel Messi with Pepsi.
A celebrity, sportsperson or otherwise well-known person will attract
certain types of customers to your business. Overall, their feelings
toward the influencer reflect how they feel about your products
and/or services.
Influence marketing is a new trend right now. People with a million
followers on their social media channels have set prices to talk about
your products and/or services.
You might be thinking that it is expensive to get endorsed or that the
ROI is not guaranteed. On the contrary, imagine what would happen if
your business (whose target market is teenage girls) was endorsed by
Ariana Grande.
7. Location and Accessibility
One of the biggest mistakes I have made in business was where I
opened my store. Do I open it upstairs or inside an alley of the
building? I used to make these decisions based on finances. While I
would justify this decision in the past, this is no longer the case. I want
my businesses along the road.
I mentioned before that prostitutes are usually found along a certain
pickup street, night club, guest house or lodge, hookup website, etc.
They make it easy for potential customers to approach them. Just
imagine a respectable potential customer approaching the wrong
person.
Prostitutes know how important locations are and how these locations
affect the sale of their products. This clears objections out of the way
before the customer thinks or talks about them.
Make it easy for your clients to buy your products and/or services. If
your business is located at a lodge outside town, then creating
accessible ways of making your customer is necessary. Make sure the
elevator works if your business is on the fourteenth floor because your
business is not a gym for clients to come and exercise.
The other way to create easy accessibility is by using online platforms.
Before I launched my podcast, Business & Money, I wanted to open a
full-fetched radio station. I was tired of going to radio stations;
however, I came to realize it was a waste of money and time.
I share my story using platforms like iTunes, Stitcher and Google Play.
As a result, I reach more people internationally.
If you don’t advertise your business, then your product and/or service
may likely be a failed business idea. Take your business idea out there
and make it reach people.
It is not up to you whether people like your products or not. Just
believe in what you are offering and tell someone else about it.
Remember: people buy from who they know and the companies that
advertise.
There is some metric behind marketing and selling. If one million
people know you, then only half of those people will like you. And
guess what? Only one percent of the people who like your business
will buy from you. This means that your magic number is 5,000!
Following the mathematics above, we might say we need more people
to be aware of our business, products and/or services. This gives us a
chance to sell to them. Remember: you are already in deep trouble if
no one knows you or your business exists.
Get known!
 apt Fo

FIND YOUR NICHE AND BUILD

YOUR BRAND

I
f you are in business, you’ve probably pondered the best type of
products or services to offer your customers. It’s tough to come up
with a business idea. The biggest temptation would be trying to
sell what everyone else is selling.
So many people succeed by selling generalized items within their
businesses, but it’s not the right way to do business. This is especially
true if you are a startup. Imagine if you are a teacher who provides
classes. This is like providing classes to pupils from grades one to 12.
It appears as if you would have a lot of pupils to teach; however,
overall, you will not build a brand worth its recommendation. You
should be known for your brand, for people will refer to you in this
way. Mark, for instance, teaches grade nine mathematics while Jennifer
prepares biology examinations for grade 12.
Teaching grade nine mathematics is a niche market for Mark, just as
preparing biology examinations for grade 12 is the niche market for
Jennifer. If they both do it for more than three years, they will both be
considered experts. They will become masters!
Look at football clubs. Almost every club has its own tradition and
brand. Arsenal has a beautiful free-flow football; Bayern attacks with
eleven men, and Barcelona are the pioneers of the tick-taka style of
play.
There are different niches to music as well–hip-hop, country, pop,
contemporary, rock, heavy rock, and/or classical. Within those
categories, you will find artists who write music, parental guidance and
gospel. That is known as niche and brand.
HOW TO FIND YOUR NICHE
Now that we understand the importance of creating a niche business,
it is time we look at ways in which you can find a niche for your own
business.
Self-awareness
The first step to finding your niche lies in the ability to know yourself.
Who are you? What is it that you can do easily without frustration?
Every human being was born with a God-given talent. This gift is
something that can change the trajectory of your life once you know
and learn how to use it.
The secret to knowing yourself is the ability to listen to what people
say about you without letting them define who you are. Dig deep
within yourself to find the gold which the almighty God has put inside
you.
Look for problems your talent can solve
The world is full of problems. But guess what? Opportunities will arise
in those problems. People are always looking for solutions. It is an
entrepreneur’s job to find a solution and make money while proving it.
If people are complaining about the lack of hospital health care, create
a business that focuses on patient care. Offer that product and/or
service to premium hospitals. While people are complaining about
patients’ health care, you can create your own niche by offering proper
care. This has nothing to do with what nurses and doctors do but
offers patients new health care options.
Study your competition
The good thing about business is this: competition is easier to beat
when you focus on your niche. A lot of companies do multi-products
and/or services, to the point where it becomes expensive and tedious
to do the ‘small stuff.’
Bigger companies tend to stop paying attention to certain aspects of a
business with a lower ROI. And again, this becomes your opportunity!
It’s like being hungry and having an opportunity to sit under the king’s
table. I would be surprised if you were still hungry.
The king cannot eat all the food that is put onto his table. Kings,
queens, princes, and princesses tend to be wasteful. They will refuse
to eat certain types of food for fun reasons. It is your responsibility to
study what they don’t want to eat and aggressively go after those
crumbs.
Balance money and passion
The worst scenario in this whole concept would be going after a
niche–your passion. It is a product and/or service for which people are
not willing to buy. Remember that the whole point of writing this book
is for people to be able to buy your products, even when they do not
enjoy you or your company.
At the same time, they should love your products and/or services.
Your products and/or services should be amazing for people to buy. I
do not subscribe to the “follow the passion and not money” bullshit.
You should definitely love what you do, but you MUST make money
while doing it.
There are so many passionate and talented singers, footballers, artists,
producers, dancers, writers, speakers, etc. All their talent went to
waste because they couldn’t balance passion and money. You should
put all the mechanisms of making money in place before you even
think about becoming passionate.
Find a niche within a niche
If you try to do too many things, very few people will take you
seriously. Therefore, you need to narrow it down to finding your niche
market. Find a niche within a niche if possible.
1. 10 businesses and examples of niche markets
1. Photography — weddings; advertisements; graduations;
portraits; music videos.
2. Home Essentials — butchery; vegetable shop; toy shop; flower
shop; clothing boutique.
3. Fitness — women’s gym; yoga; weight loss; dance gym; jogging
club.
4. Garage — Japanese cars; German cars; scooters; sports cars;
truck garage.
5. Author — romance; business; finance; start-up; theology;
witchcraft.
 6. Supplier — office equipment; fire extinguishers; CCTV cameras;
food.
7. Entertainment — horse racing; squash club; rugby; cricket
betting; dance club.
8. Clinic — surgical; optical; children; home care for elderly people;
dental; Gynecology.
9. Public Service — political; religious; inspirational; philanthropy;
entertainment.
10. Media — PR services; news; entertainment; education; reality.
Let your customers know your products — don't confuse them.
You can easily find a niche within a niche after reviewing the above-
mentioned niches.
More are listed below:
1. Luxury wedding photography; sports cars; advertising;
photography.
2. Butcher knives; fruit market; red rose boutique.
3. Big women’s yoga; elderly men’s jogging club; perfect body
classes.
I do not need to go till the 10th point, for I know you understand how
to extract a niche with a niche. It is what makes you become an expert
in your field.
Invest in your business
I have a passion for working in the restaurant business. I believe it will
be my core business for a long time, thereby diversifying myself to
other types of businesses. There was a fast food business I admired
when I started my business. In fact, I competed with this business for a
while because of its committed clientele.
Despite having all the business and committed clients, this fast food
business continued in the same building without renovating. That is
until innovation closed them down a day at a time.
New restaurants were offering free Wi-Fi, sports entertainment, a kids’
playgrounds for kids, and new chairs and tables. There was beautiful
artwork and colors, while this business only offered country music on
a small speaker system.
How can you make more money like that? It costs money to make
more money. You have to be willing to spend money if you really want
to be in business for an extended period. Look at how prostitutes
polish themselves with fancy clothes, brand-name shoes, and
expensive perfumes. They understand what it takes to get business.
You have to look and walk the part.
Business-related costs, e.g., equipment, building expenses, advertising
and/or taxes, uniforms or technology, will never come cheap for you.
Coca-Cola spends billions each year on advertising, while motivated
staff keeps the company afloat. Still, all these companies need money.
A business that doesn’t spend money will eventually close its doors.
The new generation will consider the business old-fashioned;
therefore, it’s vital that you analyze how to make your business grow. It
will become more profitable and appeal more to the consumer.
The survival of any business depends on how clients perceive you. You
are in deep trouble if they don’t perceive your business well.
BUILDING A BRAND
The first thing business owners should do is build a brand. You have to
decide on the type of business you want to have, thereby additionally
choosing which type of products and/or services you will be offering.
You will not be the type of business that does everything. General
dealing is wrong for business.
You should be known for something. Apple products are known for
great designs and a premium price. Mercedes-Benz has been trusted
for years as a luxury sedan. Adidas has provided sports clothing to
people who have loved their brand for a long time.
Let me tell you why a brand is crucial for both marketing and sales.
You probably have a brand that you defend and protect. In case you
don’t agree with me on that, then consider this thought. Have you seen
how BMW and AUDI drivers debate about the superiority of one car
over another?
If you do it right, that’s how the customer will be defending your
products and/or services. They unconsciously market your products
and/or services to their family and friends. Isn’t it a nice thing to have a
brand?
STEPS TO BUILDING A BRAND
1. Know your target market
Prostitutes don’t target every type of guy. They target their ideal clients
while putting all their energy into getting noticed. They dress, speak,
behave and network like their target clients.
Don’t try to get everyone on board as you build your brand. Create
your own tribe of clients, who will follow you like a cult. If you target a
certain type of client and speak their language, then overall, they will
worship your products. They will preach to everyone about the
greatness of your products and your business.
2. State your WHY.
You will fall for anything if you do not have the WHY for doing
something. Ultimately, you will not go anywhere if you do not have a
reason for doing what you do. Therefore, you need a purpose; you
need to have the WHY.
Some companies put their WHY in their mission statements. Others
put their WHY in their slogans and taglines. Nike tells its clients to “Just
Do It.” America tells its citizens to believe in “liberty and the pursuit of
happiness.” These two examples mean something for both Nike and
the American people.
Your WHY will define WHAT and HOW you do. Your WHY will guide
you. It lays out the culture for your people and your clients. Your
clients will love you for it, as it will separate you from the cloud. It will
make your clients feel proud to be associated with your products
and/or services.
Your WHY will make you stand out.
3. Model brands in your niche
If you look at smartphone manufacturers, they all talk about the
camera and speed of their operating systems. Some talk about
capturing the night sky, while others talk about capturing your
beautiful moments. Night photography targets those who love
sophistication, while beautiful moments go to people who appreciate
events.
All the same, the bottom line here is the camera. Whether they talk
about Android or iOS, we all know that what is cardinal to the process
is their phone’s operating system. It is important to look at what your
competitors are marketing and creating. Create something similar but
also uniquely different.
Don’t try to reinvent the wheel. You can come up with something
different from your competitor but focus the product and/or service,
specifically to the needs of your brand. Look at Facebook, Instagram,
WhatsApp, and Twitter. They are all social networks with some similar
features but still different in how they function.
4. Create a resonating logo and tagline
Hip-hop musicians love Gucci, and Gucci loves hip-hop musicians. I
know the two statements seem unrelated, but they mean something.
Hip-Hop artists feel great flaunting in Gucci clothing because of their
visible prints, while Gucci loves the free marketing the artists give them
in return.
You will need to design a great logo for your business, distributing it
everywhere to become visible to your target market. Moreover, make
sure your logo goes with the type of messaging fit for finding target
clients.
People should respond in a particular way whenever they use your
products and/or services. Your logos and taglines should define your
brand. Give your customers a reason for using your products and/or
services. Create a feeling toward your logos and taglines.
It is very easy to become viral if your clients are resonating with your
company. Your brand may be marketed across the globe for free as
clients feel associated with it. A great logo and tagline make marketing
and selling easier.
5. Collaborate with other brands
On 10th July 2018, Juventus Football Club acquired the services of one
of the greatest football brands. His name was Cristiano Ronaldo, and
he was from Real Madrid. Many people thought it was a waste of
money to spend $100M Euros on CR7 at thirty-three years old.
On 13th July 2018, Juventus reported they had sold 520,000 jerseys
bearing Cristiano Ronaldo’s name, worth a total of $60M. These were
all sold within 24 hours of signing him. This should teach you
something about what CR7 can do, both on and off the pitch. He is not
just a goal machine. He is a marketing machine!
Juventus did not buy CR7 only for what he can do on the pitch. They
understood Juventus as a club and how he would benefit the club by
being associated with Cristiano Ronaldo. This is a guy who had the
media following him. Sponsorship companies were trying to lure him.
Pay the price if you can find your CR7 for your business. It can change
the way people look at your business whenever you collaborate with
other brands. Michael Jordan changed the course of business for Nike
with Jordan Air. Starbucks and Spotify was a top collaboration, which
made Spotify bigger than before.
6. Live your reputation
Toyota sells more cars than Mercedes-Benz, but the luxury carmaker
does not lose sleep over such news. They do not make cars for people
who are looking for vehicles just to move from point A to point B. They
make cars for people who love status.
This is also true for prostitutes. They are consistent with their brand’s
message. The ones who target classy clients will never entertain a guy
from a lower class. Instead, they stay true to their market and sell to
their ideal clients.
You should understand consistency is important to branding. Your
brand will not last if you are always changing it, so stay loyal. Everyone
in the company should eat, live and sleep your brand.
It doesn’t matter when my competition is selling millions of copies of
horror fiction because my type of book will only focus on business and
personal development. It might take time for people to accept me, but
eventually, my name will arise whenever someone is looking for self-
help books.
It takes time to build a brand; therefore, you have to stay committed to
your brand. Otherwise, you will not have a brand at all. You will easily
go from one business to another without establishing a brand, which
overall can help your brand in the long run.
7. Protect your brand
They say it takes years to build a name but only seconds to destroy it.
It is the same thing with brands. If your brand matters to your
business, guard your reputation. Your clients trust your business, so
protect it from the attack of their family and friends.
Think about what your actions can do to the trust customers have in
your products and/or services. You should do what you assure
customers you will do. That is, continue building on your previous
successes. Don’t ever throw away the reputation of your business.
If you have to hire a public relations person in times of crisis, just do it.
Your reputation is your brand, so guard it fiercely.
 apt Five

DON’T SELL TO THE UNCONVERTIBLE

I
have followed marketing trends for a long time. Target marketing is
the most commonly used tactic by marketers. It entails focusing on
the clients who are interested in your products and/or services.
The first time I analyzed this concept, I remembered how prostitutes
focused on guys who understood the art of picking up. They often do
not take you seriously if you are new, shy or religious-looking. It’s a
skill they have mastered, but I am sure they also get it wrong.
Still, the system works. If you are a guy looking for a girl, the best
strategy is focusing on a girl who is interested in you. The desire to get
your type of girl is cool if you want to caress your ego; however, it’s
the worst strategy if your focus is execution and results.
The principle of focusing on your ideal clients works in all scenarios.
Whether you are looking for employment or trying to close a business
deal, I advise you to focus on the companies or business partners that
fit your criteria. It wastes time to try so hard until you get what you
want because it doesn’t yield any results.
As an entrepreneur, your goal is to know the people who need your
product. Find ways of reaching out to them. You cannot hope for
people to discover you and your products; that is backward thinking.
The world has a population of around 7.8 billion people, but you
cannot sell to each person. Therefore, your goal should be to look for
people who are eagerly waiting for your solutions. Look for ways of
how you can provide solutions to them.
Who are your clients?
This is the first question you should answer about your business. Are
your clients young people who are about to go to college? Have they
reached retirement age? Are they thinking about investing in retirement
benefits? Do your potential clients comprise young ladies who are
fashion conscious?
Answering these types of questions makes you understand people.
You don’t need to waste your time, energy and money on everyone.
Sales and marketing can be very expensive when you’re not
converting the leads into sales. Advertising and branding have never
been cheap.
Therefore, it is imperative for a business to put all its time, energy and
resources in the place where there will be traction. The business will
go through four to five stages before it makes sales. This concept is
called “funnel marketing.” The easiest way to understand this type of
marketing is to look at the funnel you use in the kitchen to pour liquids
into containers.
The stages in sales funnels are awareness, consideration, decision-
making, and buying.
Awareness — While awareness is primarily at the advertisement stage,
its purpose is to let people know of specific products and/or services
that you offer. You can do this through social media, TV, radio or print
media.
Consideration — This stage gives potential clients the ability to talk
about you while comparing you with other businesses. At this stage,
your potential clients are very doubtful. They can easily change their
mind if they perceive any negative perceptions about your business.
Decision Making — Your client has chosen to buy from your business
and, therefore, is just waiting for you to persuade them into purchasing
your product and/or service. You need a few selling skills to close the
deal.
Buying — This is the stage where every entrepreneur or business
owner wants to be. We want to sell and make money as
entrepreneurs. You can smile once a client has reached this stage.
Having looked at the funnel stages, you will notice that it is not easy to
move a client from start to finish. Some people take days, while others
take years. Still, your business cannot wait that long. You need to sell
all the time; otherwise, your business will die a natural death.
The goal should be reducing the time frame between awareness and
buying. The easiest way to accomplish this is by targeting clients who
are in the decision-making process or are ready to buy. Prostitutes are
aware of guys that come looking for women. Those types of men want
sex immediately and are ready to pay for it.
There is no point in marketing sex to religious men, for they believe it is
immoral to have sex with a prostitute. If prostitutes can understand
that, then I don’t understand why you want to target everyone.
Prostitutes understand they only have hours to sell their product;
therefore, time is of the essence.
You should know the following as an entrepreneur:
1. Who your potential clients are;
 2. What they need;
3. Where they are found;
4. When they buy your kind of products; and,
5. Who they consult when making a buying decision.
Once you have answered these questions, you will find it much easier
to sell your products. Your clients will be ready to buy right away. You
will not be the kind of business that shoots in the sky and hope the
arrow meets a bird.
HOW TO TARGET PEOPLE
Targeting people in marketing and sales will mean intentionally
directing your advertising campaigns toward specific groups of people.
Usually, these are based on the demographics of clients.
There are two ways you can target potential customers. The first is
called demographical targeting, while the other is psychographic
targeting. Read below for more in-depth explanations.
Demographical Targeting
This type of targeting is designed for marketing people based on their
age, location, gender, income, education, occupation, etc. Let’s dive
deep into it to explore it further. Then, you will have clarity on how it
helps you find the most likely customers to buy your products and/or
services.
1. Age
Our tastes for products and/or services tend to change as we grow
older. If you look at cars, you will find that Michael could have loved
sporty noise cars but changed to luxury cars once he got into his 50s.
Whether it’s clothes or real estate, people get attracted to certain
products and/or services at different times throughout their lives. A
real estate agent listing a family house may get someone in his 20s to
buy the house, even though the odds are not in their favor.
2. Location
Your target market will respond differently if the product and/or
service require shipping costs. Therefore, offering free shipping for a
product and/or service takes the shipping out of the cost.
Should the product require shipping, put any logistics into place before
starting to sell the product and/or service. There are countries that
may charge some taxes on the arrival of your product and/or service,
thereby making it more expensive.
As a business, therefore, you may need to target people from certain
locations. This avoids certain logistical implications that might arise
because of the location.
The other issue is the product’s legality. We all know that firearm sales
are not allowed in specific countries, so it will be a waste of money
and effort.
3. Gender
Even women can buy clothes for men and vice versa, so targeting
men’s clothing to women will always be a bad idea for your business.
It is the same with cars and makeup. While most cars are driven by
both genders, there are cars that are unpopular by either males or
females. Further, makeup is predominately bought by women, while
men may also be potential customers.
4. Income Level
There is a motivational post frequently shared on social media, which
covers Ferrari’s marketing strategy not to place any adverts on TV.
They do this because people who can afford to buy their brand don’t
watch television.
I don’t know the whole reason why Ferrari doesn’t advertise on TV, but
I do know they would never target their adverts to clerks, bus drivers,
nurses, teachers, etc.
Why? Income matters. People buy certain products because they have
enough money to do so. You might like Rolex watches, but then why
would they target you if you cannot afford to buy a Rolex?
5. Education Level
This book is for sale. The plan is to target people who are either
business professionals or doing marketing-related work. But still, this is
only just a book. Therefore, we will only target people who are able to
read. In fact, we will target people who have completed high school
and are able to read English.
6. Marital Status
I have written a book called The Wedding Master Plan. It focuses on
how to get a man to love and marry you; that is, without him being
pushy or looking too desperate.
This book is aimed at helping single women understand methods of
advertising themselves to men for marriage. The most important thing
in the above-mentioned statement above is single women. The book
was trying to help single women since it would be dull to target
married women.
7. Occupation
Having been a writer for almost five years, I have spent money on
things, which others may believe is a waste of money. These include
cover design, critique services, line editing, proofreading and
formatting my books. These services can only be bought by someone
who is involved in writing. In short, this person is a writer by
occupation.
Therefore, if your profession is designing book covers or editing books,
you would have more customers if you targeted those who have a
writer or author in their social media profile.
8. Ethnic background
We have 73 tribes in Zambia. All the tribes have their own customs
and traditions. One thing you cannot remove from a person is the
connection to their traditions and customs.
Clever companies associates themselves with certain tribes during
particular events. For instance, they will have a poster that says:
“Company A is a proud sponsor of the Kuomboka Ceremony."
At a subconscious level, people will make buying decisions based on
the connection they have with their tribe. Consequently, if you really
wanted to get the Indian business, find a way of targeting people who
have Diwali in their social profile.
Psychographic Targeting
This type of targeting focuses on consumer personality traits, values,
attitudes, interests, behavior, and lifestyles.
Targeting people based on their psychograph is also another brilliant
way of marketing and selling, for these people are most likely to buy
your products. In fact, these products and services will easily fit into
one of the following areas and make it easier for people to make a
buying decision.
1. Personality
Extroverts and introverts don’t have the same tastes in clothing, cars,
etc., because they buy based on their personality.
Extroverts need to show off, so targeting them with products and/or
services, which raise their status, will usually sell. Introverts are
reserved and will try to be conservative. This might not always work
for everyone; still, most introverts would like products and/or services
that are subtle and not so loud.
Personalities include openness, conscientiousness, extroversion,
agreeableness, and neuroticism.
Openness — People who are high in openness like an adventure. They
are usually open to new products or services. These people are
curious and appreciate imagination. If you promise something new and
exciting, then you will have a lot of success with open people.
Conscientiousness —Conscientious people are organized and have a
strong sense of duty. These people are dependable, disciplined and
achievement-focused. Any product and/or service that helps someone
look organized and disciplined should be targeted to people with this
personality.
Extroversion — Extroverted people are also called social butterflies.
They are neighborly, chatty, and love crowds. They tend to love what
everyone enjoys. The best way to target them, then, would be to
mention that millions of people currently use your product and/or
service.
Agreeableness — This measures the extent of a person’s warmth and
kindness. Prostitutes, for instance, would tell you a story about how
they were abused, and you will become a customer based on how
truthful you find the story.
Neuroticism — I am sure you have met people who worry too much,
thereby having high levels of anxiety. As a result, these people have
been customers for most substances like tobacco, security systems,
and drugs–all of which promise to ease their nerves.
2. Attitudes
Positive and negative attitudes are relevant, while marketing people to
your business.
Positive Attitude — Positive people are optimistic about everything.
They believe in seeing the greater good. Positive people will buy your
product and/or service based on the fact they believe your business is
doing something important within the community.
Negative Attitude — You are wrong if you think you cannot sell to
negative people. These people consistently doubt themselves and
easily get frustrated. Consequently, you will have to validate all their
fears and frustration before you talk about your product and/or
service.
3. Values
Christian, Muslim, Buddhist, Indian, European, African, American,
Arabic, Asian, Chinese, Zambian and many other values have
influenced buying decisions for many people.
People buy based on their Islamic values and beliefs, such as clothing,
shoes, and books. Christians and Buddhists buy stuff about Christmas
or Diwali based on their beliefs and values.
4. Interests/Hobbies
If you target me with golf products and/or services, I will probably not
care. On the contrary, I know someone who plays golf. He has an
interest in everything which involves the sport.
Start with caps, shoes, bags, t-shirts and other accessories all about
golf. Anyone who targets him with golf products and/or services will
do well because his social profiles are all about golf.
5. Lifestyles
Do you know someone who loves clubbing? That’s me! It is my
frequent visits to nightclubs that helped me learn how to market and
sell like a prostitute. I am just kidding.
Clubbing, though, is a lifestyle, which can help you sell more products
and/or services. People who like traveling, mountain climbing, singing,
public speaking, etc., can be targeted based on these lifestyles.
What I would like you to take from this chapter is that marketing and
selling require a lot of effort. It is important for those efforts to be
targeted to people who are most likely to buy.
You should never try to sell to everyone because it’s a bad move. Put
all your efforts and money in marketing to people based on their
connections with your products.
Those connections could be age, personality or just a lifestyle. Still, you
need to ensure that your products or services are put in front of people
who are most likely to buy.
 apt Six

DEVELOP A SERVICE CULTURE

R
obots are taking jobs everywhere. Sometimes, I feel sorry for
my unborn grandchildren. It’s never going to stop. Technology
will wipe out most traditional jobs. At times, this gives me
nightmares.
Still, there is hope. It will take time for robots to learn kindness,
empathy and obtain a likable personality. Actually, I believe a business
with human interaction will be offered at a premium, even if robots
take some jobs away. This is all because it will be more costly to be
served by a human being.
This is what makes me smile whenever I have nightmares about the
effects of technology and our children. Develop a service culture that
attracts customers. I don’t care how great your products and/or
services are. You will soon be out of business if you don’t care about
your clients.
What does a great service culture look like?
Proactive attitude
So many people complain about work when they have a lot of clients.
They complain about boring days when it’s not busy due to having too
few clients. I, too, have been in these situations.
One day, I asked myself this question: Am I in control of the day's
events, or are the day’s events controlling me? Three-fourths of the
time, the events were controlling my day. I was never in charge of how
the day should go, and so I reacted to issues almost 95% of the time.
I read a book by Brian Tracy, who focused on time management. It
instructed readers on how to plan out the day the night before. Not
only did this kind of attitude change my life, but it also improved the
way I worked daily. I became more efficient and service-oriented as a
result.
I was able to realize what I hadn’t done during the day so that I could
complete it early the next morning. If I forgot to call a client, for
instance, I would put a reminder on a to-do list app on my phone.
Then, I would make a call in the morning.
I started planning my days while anticipating issues before they were
presented to me. I started challenging myself every single day, trying
to work ahead of most of my schedules. It didn’t take long before my
supervisor and clients started noticing my proactive way of doing
things.
Compliments started coming my way; recognition given. Even though
the changes were small, they made a big impact on my business. I
began planning my day the night before while anticipating the needs of
my clients and supervisor. If you can manage this, your clients will
appreciate doing business with you. Moreover, they will refer you to
their family and friends.
You should know what your clients either want or expect from you, for
it is your job to figure this out. Don’t wait for any complaints before
finding a solution to a client’s problem. You should be the first, for
example, to realize your website is taking longer to load.
This requires a commitment to continuous improvement. Your clients
will be committed to your company once you have mastered this. The
wonderful experience of doing business with you will make it harder
for them to switch to mediocre service.
Accessibility
I opened my first shop with my wife. It was upstairs and inaccessible
to clients because there was neither an elevator nor an escalator. At
the time, I did not understand the impact it had on our business. This
was until a friend of mine requested I bring her some perfume because
she couldn’t climb those stairs.
I immediately realized that there so many people like her. These clients
would be willing to buy our products, if only it weren’t for the stairs. I
thought about people in wheelchairs and those who didn’t like the idea
of sweating because of the stairs.
Your business must be accessible, whether it is online or offline. Let’s
return to the prostitutes. They go where they can easily be noticed and
picked up by men. They don’t hide at home and wait for a client. They
go to locations where prostitutes are picked; therefore, business is
easier that way.
If I am your customer, I don’t want to be struggling to find your
business. Make it easily available to me so that I don’t have to look for
it. Do you know why everyone is coming up with an app? It is great for
repeat business.
Browsing on Google makes it probable that I may end up on another
website. This website may provide products or services similar to your
own business. Still, you take me all the way if you create an app for
me.
Proper complaint management
You may have great products or services, but you will still encounter a
problem at some point. Your client will complain about something that
you didn’t do right, or maybe your client is not satisfied.
Once I was being trained in a customer service job, and the trainer
spoke about how you can turn tragic into magic. You see, not every
person you meet is having a good time. People have problems in their
families, workplaces, business, religion, cities and/or country.
They have too many problems in their life, which businesses
understand. Therefore, they want to help clients turn a bad day into a
good one. I want to acknowledge that some clients will genuinely
complain about your people, products and/or services. You will then
have to address those issues.
Meanwhile, whether you did something right or wrong, you have a
responsibility to turn that tragic into magic. Let your client see that you
sincerely care. My boss taught me that you need to learn “How to tell a
client to go to hell with a smile on your face.” He meant you should be
courteous and sincere even while you are saying no.
A client should understand that you recognize what they are feeling.
Even when you are unable to do something about it, they will be
happy. You managed to listen and empathize with them. Always put
yourself in your client’s shoes whenever handling their complaints.
Solution-focused
The blame game often occurs in many businesses, starting
immediately after something goes wrong. People forget what is
required when a solution arises. Some people will put all their energy
into trying to find the person who dropped the ball while forgetting the
client who is suffering due to the same situation.
The world is looking for solutions. Almost everyone on this planet is
looking for answers to different types of problems. Therefore, your
business should be focused on solving as many problems as possible.
Accountability should always be last on your list of priorities.
You should further avoid coming up with products and/or services that
suit you instead of your clients. I hope ladies don’t misunderstand
what am about to say. Do you know why prostitutes do well in their
business? They focus on the client.
Nobody pays to make a prostitute enjoy sex. People who go to
prostitutes are going because of their own self-interest. Why would
someone pay to make another person reach their climax? The
opposite is true. You will do better in business once you understand
how clients operate from their own selfish interests.
Study your clients so that you come up with products and/or services,
which take them to the moon and back. You know what lights the fire
and what doesn’t. You further know the little details of how to make
your clients suckers for your products and/or services, about which
your competition does not care or is not well-informed.
Genuine care and building of relationships
In Maslow’s hierarchy of needs, love and belonging are at the center of
things. Many people can ignore self-actualization, but no one wants to
miss out on the sense of connection. We all need people around us.
We all want to feel loved and cared for by others.
Still, most business people like to behave like teenage boys, saying, “I
love you” to get laid. You can see their ill-will from a distance. Why
would you treat your customer like that? It is very insulting to learn
that you bought products from a scam business, which doesn’t give a
damn about their clients.
You should show your clients how much you care. Every business
wants to legitimately rob from their clients, but you have to rise above
this. Show the world that you are a business with a soul. Be an
example of a compassionate business. Your clients will pay more as a
result.
Allow yourself to show how you should treat your people and your
clients. Set a moral bar for yourself and your people. Your clients
should feel proud to be associated with your business.
The ability to listen
You will not be out of business if you start listening to your clients.
Clients can help you bring innovation to your business if you are able
to listen. Clients will always give you feedback; therefore, it’s up to you
to do something about it.
I recommend you consider the flow of information to assist you in
making business decisions. If your sales lady tells you something three
times, then it must be what clients want. You should listen. It might
look stupid, but it could be a game-changer.
Deliberately create platforms for clients to give you feedback.
Encourage an environment where people are free to speak on
innovative ways of improving your business. The guy you hired has the
ability to bring in more clients while increasing sales. Start listening.
Living up to your word
It’s disappointing when a person or business changes a goal only to
suit their selfish needs. Do what you say you will do, and if you have a
refund policy–follow it.
Why should you promise guarantees that don’t hold water? You
should not promise what you cannot deliver because this is dishonest.
Moreover, it’s an old-fashioned way of doing business. Millennium
types of clients will easily sense all your bullshit and find alternatives.
Accountability
I stated above that it is more efficient to focus on solutions instead of
looking for someone who has dropped the ball. Having said this, I did
not mention people who do not face consequences for dropping the
ball.
People should be accountable for their actions. Accountability makes
people take responsibility for their actions. It also creates a culture of
raising the bar. People who are responsible try, by all means, to give
the best they can in every situation.
It eliminates mediocrity and irresponsible behavior. When people are
able to understand the responsibility of their actions and realize how
they treat clients and each other, only then are both clients and staff
empowered. Clients are protected from mediocrity, while staff
understand the significance of their daily decisions.
 apt Seven

MAKE THEM FALL IN LOVE

WITH YOUR PRODUCT

B
usiness is all about the customer. Your customers don’t care
about how fancy your business name is or how beautiful your
office looks. What every customer cares about is how your
product or service will solve their problem. That’s it.
Marks & Spencer makes clothes from factories in Vietnam, Lesotho,
and Mongolia. Their clients don’t care how these factories look or the
reason for producing clothes from these countries. All they care about
is another Marks & Spencer product.
Your customers don’t have to love the directors of the business or the
business itself, but they have to madly fall in love with your products
and/or services. Make your products addictive. Create them in such a
way that your clients cannot live without them.
People who brag about having an iPhone don’t understand why it’s
almost impossible for them to leave an iPhone for another phone. You
lose a lot when you move from iPhone to another smartphone. They
make phones in such a way that you become dependent on them for
all your daily activities.
Even your fingers will notice that you are not using an iPhone because
of the different features that have been put on the phone itself. Those
different features have been put there for a reason. They want you to
become so used to an iPhone that it makes you lose the ability to think
outside of the phone.
Is it a good thing for iPhone customers? Absolutely yes. iPhone clients
don’t complain about anything. They love all the features that have
been put on their phones. They will line up to buy another iPhone at a
premium price every single time.
What about Apple as a company? Are they doing something good for
the clients? Yes, and it actually makes them who they are — a trillion-
dollar business! They have mastered the art of marketing so well that
they can put any premium price onto their products and/or services.
Their clients will still buy.
Most iPhone users are madly in love with their phones. They can’t
easily leave their iPhone for a different phone. In fact, iPhone users will
stay with the iPhone for as long as Apple continues to produce more
smartphones.
Therefore, following Apple’s example, you will need to do the
following so that clients fall in love with your products:
Focus on your clients
Marketing and selling are like making love. If you want to make love
(not having intercourse — there is a big difference), then you first have
to learn what puts your partner in the mood. What tickles them?
People who focus on themselves don’t understand lovemaking. You
will set the tone, mood, and atmosphere for an unforgettable moment
if you are able to focus on your partner. You will know the touchpoints,
tease areas and all the little things that make you masterful.
What about business? It’s the same principle. You do not understand
your business if you do not understand what drives your clients to
your office, shop or website. Nobody is going to do that for you. It’s
your job to know what excites your clients.
I mentioned earlier how prostitutes focus on making their clients have
a great experience. They do this without focusing on themselves
during those moments. They understand what their clients earnestly
desire without uttering a single word.
Package your products irresistible
There is a saying in our language, which mentions how hard it is to sell
a cockerel that is wet. A cockerel has exaggerated feathers. It makes
them look bigger than they are. But when they are soaked, all that
exaggeration goes away, and the feathers return to their actual size.
Great packaging can allow you to charge twice what you already
charge. Prostitutes charging $10 look the part, just as prostitutes that
charge $1,000 look the part. The way they dress, where they are
found, and how they speak all play into their role.
If your packaging is poor, you are going to attract people looking for
cheap products. Reflect on the story I mentioned about how
Mercedes-Benz positioned itself to attract people who appreciate
luxury.
No wonder you do not see a lot of adverts that focus on a SALE for
these luxury cars. Sale means cheap. People who buy status don’t like
buying things because of discounts. Therefore, it is important to
understand your target market and package accordingly.
Identify your clients’ needs
The world is full of problems. Internationally, people are complaining
about the lack of certain necessities for their well-being. The worst-
case scenario is when an entrepreneur joins the multitudes of
complaining people.
“Whenever I see people complaining, I see opportunities.” — Jack Ma
(Founder of Alibaba).
The basic reason prostitutes sell sex to people who do not love them is
that they provide solutions whenever those people are in desperate
need of sex. Imagine finding water in the desert. People would beg you
to sell your water to them.
That’s how you sell. You should think about people’s needs in your
product’s design, distribution and sales process. You can never wish or
hope for more sales. You should complete enough market research to
specifically know which products and/or services people want.
Actually, you should find the type of products and/or services that
people DESPERATELY NEED.
Get into the mind of your potential client, try to understand what s/he
is looking to buy. You should know what triggers them, as well as what
makes them give away their hard-earned money. You should know the
deeper psychology of your buyers. It is as simple as that.
Sell feelings
Within the selling and marketing world, ‘people make buying decisions
emotionally and justify them logically.’ Therefore, your duty is to
understand your customers’ feelings. This should give you an idea that
“what you say and how you say it” really matters.
There is a big difference between “This car has a 12 horsepower
engine, giving it the ability to drive 360kms/hour” and “Imagine how
your girlfriend would feel if you picked her up in a 12 horsepower car
which drove 360/hour." Learn how to sell feelings.

“The nighttime city lights of this house will give you a great feeling.”
“This type of suit will make you appear like a boss.”
“Taste the feeling.” — Coca-Cola.
All the statements above portray certain feelings toward prospects.
Whether someone wants to buy a house, car or drink, there is a feeling
attached to it. The feeling can be significance, happiness in a family, or
quenching of thirst or love.
Whenever your client feels a certain way about your product–and
those feelings are pleasant or agreeable–you will not need to pitch too
much before you close. Your client will see himself or herself
experiencing those feelings way before they get your product. Feelings
will easily make your clients make a buying decision.
Offer solutions
If you have ever been affected by a computer virus, you probably
don’t question why you need to pay for antivirus software. You know
the exact pain you went through, not to mention the effects of lost
information due to clearing the virus.
Many people and companies buy antivirus programs to protect their
systems from trojans and malware. People would not have any use for
antivirus if these hostile applications were not there.
This also applies to website hosting. If you have a website and the
deadline to pay the hosting fee is due, then you will do whatever it
takes to keep your website running. This is because website hosting is
a solution to your business. It is part of what makes your business run.
You should further design products and/or services that are solutions
for your customers. Come up with products that solve a certain
problem. Prostitutes know how some people can get desperate when
they want sex. They know how important sex can be.
And so, they decided to sell it at a premium. They know the other
alternatives require marriage, a relationship or some form of bonding.
This is what made sex a premium product. I see it going to the New
York Stock Exchange (NYSE) one of these days.
There is a solution you can provide in whatever industry you pursue.
Look for problems, complaints, and encumbrances. Marketing and
selling will become easier once you sort out issues with your product.
Focus on quality and excellence
Product development plays a big role in the marketing and selling of
your products and/or services. This is why it’s important to focus on
solving problems for your clients, even before you launch your
product and/or service.
Notwithstanding, the quality of your product and/or service is key.
While developing a service culture, I emphasized the importance of
giving clients a wow experience. These wow experiences can only
come if products and/or services were designed to provide those
experiences.
They say it takes six months to make a Rolls-Royce and 13 hours to
make a Toyota. This is not much of a time frame comparison; all the
same, I am stressing that you need to do more for your clients if you
want them to do business with you.
I am not trying to praise prostitutes in this book; still, I have to mention
some marriages experience unpleasant sexual experiences. In turn,
this makes them seek out better experiences somewhere else. This is a
lesson for businesses as well as couples.
Always give the best you can and don’t settle. Continuously improve
on your skills, making every encounter exciting for your clients. Make
your clients look forward to doing business with you. You can’t afford
to offer boring and irrelevant products and/or services.
Your clients will start cheating on you before they divorce you,
ultimately leaving you for a business, which cares about quality and
excellence.
User-friendly — don’t complicate your products and/or services
There is something I love about Facebook. Facebook designers are
gurus. You don’t need to be educated to use Facebook, for even the
most uneducated people know how to use it. I hope you don’t think
they created it like that for no reason.
Facebook has an amazing 2.4 billion subscribers as I write this book.
Do you know why it possible to have such numbers? Simplicity. Don’t
create products and/or services that are difficult to use by people of
any educational level.
Create your products and/or services in such a way that a
grandmother can both use and show her friends how to go about it.
Facebook has managed to attract those numbers because their
website and app is very simple to use.
You don’t have to guess how to use the platform. It just asks you to
post what is on your mind. Who can fail to do that? They have
included symbols and buttons, helping even those who can’t read to
use it.
Create manuals where you find it necessary. These are useful if your
product and/or service are difficult to install in its current state.
Moreover, consider hiring people who can help your clients with the
installation. You will have to pay more for it, but it’s worth it if you have
not yet created a user-friendly product and/or service.
Remember my story about the stairs and how it affected my business?
Don’t make the same mistake. Make your office, store or website easily
accessible by almost everyone. Have a child’s brain as you create your
products and/or services.
Simplify as much as possible, creating a great user experience for
products and/or services by those who decide to do business with
you.
 apt Eight

OBSERVE THE MARKET AND

LEARN NEW TRENDS

Y
ou should be able to remember floppy disks and burning CDs if
you are in your 30s. I remember infrared as a way of
transferring information between phones. The good old days
were great in many ways.
People would boast about how invested they were with software for
which I can’t remember the name. People asserted how good they
were at driving manual cars, and some of them would even refuse to
buy an automatic car.
People will not be driving cars within the next 30 years, but rather cars
will be driving people. I can see mundane work being done by robots
while people are stuck with the old ways of doing things. As a result,
they are being told to leave their jobs.
If you think only employed people will be affected, then you need to
reconsider your position. Some businesses will be replaced by other
types of businesses. I remember a guy in my community, who was
making a lot of money by selling scratch cards for airtime. He stuck in
there till after he lost all his money.
Let’s talk a bit about the best marketers of all time — prostitutes. They
know all the cities, roads, night clubs, and hotels where there is
business. Likewise, they know the locations that don’t add value to
their business. No wonder some clubs hire some prostitutes to pose,
for they are in fear of losing business.
The other things you will see prostitutes doing very well are their attire,
as well as the type of music making the charts. They try to get
themselves the most appealing and fashionable clothing on the market
so that they are able to attract attention.
If you are in business, you need to question if your products and/or
services will be relevant five to ten years from today. It is likely that
your business may be digitized or replaced completely.
The following are some things you need to do right now. These will
help you remain relevant, assuring you are on the top of your game:
Invest in digital business intelligence
We are living in one of the best moments of our lives with the potential
capabilities of the internet. So many tools can show you consumer
behavior and buying habits. Google Trends, for example, is one of the
digital tools you can use to learn about what is trending within your
industry.

Follow your industry influencers and publications

Some strategic moves you can make right away are in the papers.
Every industry has influencers who share their wisdom in articles and
newspapers.
You should subscribe to all the authoritative influencers and
publications if you are a purebred marketer or salesperson. These
provide daily insights on marketing and sales. All the new trends in this
field are available at your fingertips.
Listen to what your clients say
The above-mentioned advice is relevant to staying prominent in your
industry. Your customers may offer a solution to you and offer to pay
for it. They could be looking for a solution, sharing it with you through
a complaint.
As a marketer and salesperson, you can easily find out what your
customers want from review platforms. Pay attention to what your
customers are suggesting and implement these ideas into your
business.
Review websites like Yelp are goldmines for people who want to know
customers’ needs. Instead of just looking at what your customers say
as complaints, look at them as solutions.

Pay attention to what your competition is doing

In Zambia, there is one company I have always followed. I am
interested in how they market their products. They are not my
competition, but their marketing is brilliant.
Trade Kings is the company’s name. This company has grown so big,
and all thanks go to their marketing team. Most of their marketing
campaigns are captivating and interesting.
If you cannot come up with marketing tactics but you compete with
Trade Kings, then it is okay for you to watch and understand their
marketing strategies concepts.
Once you understand that people easily connect with products
and/services that relate to their loved ones, you can find a way of
connecting it to a child. This is opposed to Trade Kings’ method, in
which the company uses someone’s mother.
Allow a bottom-up flow of ideas — your employees are smarter than
you think
If you have a child who was born between 2006 and 2019, I can
correctly guess you wonder how your own children seem to be
smarter than you. And they are!
It is surprising if you agree that your children seem to be smarter, but
you still refuse to accept the new breed of your workforce. This
comprises a generation that knows more than you.
And let me tell you why.
The old folks believed in learning from classes and experiences, while
the new kids believe that they can Google anything. They can find the
same answers you got after sitting in boring classes for years.
Create a business environment where people feel their opinions are
valued. Don’t be a leader who has all the ideas. Ask the right questions,
paying attention to what people are saying.
If possible, get a book and a pen. Jot down every idea worth testing.
We are living in a fast-paced world. Therefore, you cannot tell where a
brilliant idea will come. It’s up to you to come up with an open-door
policy for your business.
If you are a leader, it’s time you started getting advice from the young.
Be like a prostitute for once! Those guys leverage their networks of
young pros.
They ask for fashion and the new trends for their businesses,
becoming unstoppable when it is combined with experience.
Surround yourself with smart people
Birds of a feather flock together. You will be dumb if you spend a lot of
time with dumb people. I can’t reemphasize this point for you to
understand the influence close people have on your life.
Don’t be scared to look stupid in front of smart people. It’s better to
look stupid around smart people than looking smart around dumb
people. Getting comfortable with the wrong people can be the reason
why you are struggling in both life and business right now.
The only way you will attract smart people in your life is by cutting out
dumb people. Let them go. Introduce your dumb friends to other
dumb people. Like minds attract, so they will be happy together.
As soon as you get rid of dumb people, you will see personalities that
will challenge you. Most importantly, these will bring value to your life.
The difference will be visible. You will grow as a person, and your
business will flourish.
Ask the right questions
I don’t know whether you know that this book is a how-to book. A lot
of people will insist it will not work while never asking how it will
work.
Every question you ask has an answer. The answer can either bring
solutions or show you more problems. After discovering that, I realized
I was getting the right answers after asking the right questions.
You should never ask why something will not work, but rather
remember that it will work. You should not ask for challenges, but
instead, solutions. You should never ask why people are not
performing but how they can start performing.
Ask the right questions.
Anticipate and embrace change
There was a new type of business in Zambia, becoming popular in the
early 2000s. It was offered in booths, and it started as a result of the
cell phone’s introduction.
In those times, very few people could afford to buy a phone; therefore,
people had to go to the booths and make their phone calls or send text
messages. It sounds crazy, but it was very real in those days.
Couples in distant places used to utilize this service very well. You
could see them inconveniencing others due to taking longer on those
paid cell phones.
And you know what entrepreneurs did? They bought more phones!
This allowed couples to make their calls easily without being disturbed
by others. Relationships became better, and so business grew for the
booths’ owners.
It didn’t take long, though, before phones became affordable for
ordinary people. The telecoms wanted more subscribers. The only
way for them to increase subscribers was to make it possible for
everyone to have a phone in their hand.
You probably know what happened. Calling and texting through cell
phones, which was originally offered by booths, started to struggle. All
the people who stayed in that business till the end lost money. That
kind of business was simply dead.
The clever ones moved on to scratch cards. Since everyone had
phones, it was now time to sell airtime scratch cards. The first people
who got into that business made a lot of money. Some of them were
even given wholesale opportunities by telecoms.
By 2009, smartphones had become popular. Everyone wanted to have
a smartphone. Still, smartphones came with their own challenges. Do
you know what the first entrepreneurs did? They started getting
smartphone covers, screen protectors, batteries and chargers for these
phones. As a result, they made a killing out of this business.
Between 2010 and 2017, there was an increase in mobile money
transfers. Before that, the transfer of money was mostly done by banks
and a few other institutions, like the post office and Western Union.
Telecoms saw an opportunity. They started working on their own
mobile money systems, and it soon became a game-changer. There
was an opportunity for guys in the booths. These were people who
see an opportunity for what it is–opportunity.
They also made money before the booths were flooded on the market.
Business is tough, but technology is brutal. You can go under overnight
due to the introduction of a competitor’s app.
The booth story is an example of what technology can do to your
business. You can either use it to your advantage or get annihilated.
If you are in business right now, you should anticipate and embrace
innovation. I usually laugh at guys who brag about going for a business
trip in UAE or China in 2019.
Why should I travel to China to select tires or jeans when I can go
elsewhere and build a relationship with a supplier? This new type of
business requires new thinking. The art of doing business is the same
as it always has been; going astray will get you in trouble.
Innovate and continuously improve.
 apt Nine

CLOSE AGGRESSIVELY AND

UNAPOLOGETICALLY

“P
ut that coffee down! Coffee is for closers only,” said Alec
Baldwin in the movie Glengarry Glenn Ross. This is a 1992
American drama, which looked at two days of four real
estate salesmen. These salesmen needed to close deals, or they got
fired.
Anyone can pitch a new product, but closing the sale is for people with
brass balls. Being a salesperson is hard. People will give you all types
of excuses for not buying from you. If you are a true closer, you will
find a way to push your products and/or services to the world until
someone buys your product and/or service.
All in all, it’s not easy.
Six challenges in closing:
1. People will lie, saying that they don’t have time or money.
2. You can’t force people to buy your products and/or services.
3. The more you push as a salesperson, the more suspicious you
become to your customers and the guys in compliance.
4. You believed the stupid story of a bad economy.
 5. You lack enough motivation to sell your products and/or
services.
6. You are too modest and shy.
Do you know what it takes to stand in the streets, waiting for someone
to pick you up for sex? What about being in the night club, drinking
water while waiting for someone to ask you to join their table? Can you
handle that?
It takes guts and strong willpower to do what prostitutes do. Some
people say they are possessed or maybe on drugs. I think a
salesperson needs a little of both to close deals. People will criticize
you, but still, you shouldn’t give a damn about what anyone thinks.
You should never be that type of salesperson who easily believes what
customers say about money or time as they are objecting to your
products and/or services. People always have enough money and
time, but you are not at the top of their priorities. It is your duty to
make them put your product and/or service on top.
There are so many rules against salespeople in trying to protect
consumers from pseudo sellers. There is a thin line between being a
great salesperson and a fraud. People will always see you as the latter,
so your job is to stay on the right side of that line.
In good and bad economies, there are people who make money selling
products and/or services. The story you get in the news about people
being broke has always been there. It should not stop you from selling.
You should also look at what motivates you to sell your products
and/or services. I don’t care whether it’s money, passion or self-
actualization. You should focus on what drives you to sell. Only then
will you sell more because you’ll have something that gets you out of
bed.
Meanwhile, I am aware of being too modest. If you asked people who
knew me as I was growing up, they would tell you about a modest or
timid Edwin Ngwane. I was taught to be reserved.
After years of self-awareness, however, I realized it was not worth it. I
know so many people who think my younger self was too pompous
and loud. At the same time, I don’t care because I don’t live my life for
anyone. I am unapologetic. Life favors those who take two seats while
others are fighting for a chair.
Being modest and shy might be great attributes when looking to apply
for a position at your church, although these are not recommended
when you want to market or sell your products and/or services. Leave
your modesty and shyness at the door.
SALES CLOSING STEPS
Know your client
I have consistently repeated this statement because it works. In the
banking world, we provide solutions based on the needs of the client.
Who is your client? Do you know what s/he wants?
Once you identify your potential client, it becomes easier to target
them. You can advertise specific products to them that suit their needs.
This pertains to client value proposition (CVP), which is an element of
relevancy.
In simple terms, CVP refers to a clear statement that addresses three
things: relevancy, value, and differentiation. By already knowing your
client, you will be relevant in your business and your brand. This gives
more value to your clients, especially since you will treat them
differently based on their specific needs.
Spend time with them
Do you know where your clients are found? Social media is no longer
just for kids. It’s time you changed your perspective.
What about finding clients online? Did you know that Tesla–one of the
biggest car makers–closed its retail outlets in 2019? They will sell their
cars online directly from their plants. Some of you have smaller
businesses and may think online business is for small boys and girls.
Do your research. People are spending more time on their
smartphones and computers. As a salesperson, you should know how
to use social media and Google to your advantage. Therefore, you will
find more clients and close more sales.
Salespeople of the past had to follow their prospects to their homes to
close a deal. But guess what? Now you can follow your prospect into
the toilet. You will get your client’s attention faster and close the deal
sooner.
Discover their fantasy
Do you know why you don’t sell products and/or services? It is your
inability to discover what turns on your customer. Every person has his
or her weak spot. Listening to your customer will allow you to learn
about all the things they care about. It could be a dog, car, children,
spouse, parents or job.
If someone talks about their mother while you are trying to convince
him or her to buy a house, change the conversation. Start talking about
the nice features of the house, asking them what their mother would
like about that house.
If you think I am crazy, then pay attention to university adverts. These
focus on how you can easily get promoted with their MBA. You will
discover that after getting the MBA, it was great to get the MBA but not
for the reasons with which you were presented.
The reason prostitutes perform better in their marketing and selling is
that they have discovered people have sexual fantasies. These
fantasies are real to their clients. Prostitutes arouse those fantasies by
making them more visible while their customers beg to get hold of
their products.
Address their risks and fears
No one in their right senses would go to a prostitute without a second
thought. What if this person is a serial killer? What if they drug me and
take all my money? What if I contract sexually transmitted diseases?
What will people say when they see me with a prostitute?
These questions will always be there. It is further true for your clients.
What if your product and/or service don’t work as you promised?
What if you are a scam? Will you just take away their money? What if
you sell products and/or services that can end up bringing criminal
charges to their doorstep?
Your clients are human beings, and no human being enjoys looking
stupid. Remember, we all like to have a good standing in society. Even
though you are a junkie when you are alone, you always try to look
normal whenever you are with others.
It is a normal human reaction. The question to you is this: How do you
address your customers’ fears? Prostitutes would tell their customers
to pretend as if they never met, even when I meet with a partner.
That’s a great assurance.
They would similarly tell their customers that they have their own
house; therefore, their clients don’t have to be seen leaving a hotel
with a prostitute. When they go about doing rounds, assurance of
protection will also be provided. What about you? What assurances
have you given your customers who intend to buy your products
and/or services?
This book has an assurance in case you did not see it. It states–
“WRITER’S GUARANTEE:–Please contact us if this book neither helps
you nor teaches you something new. We will not hesitate to refund
you.”
Do you have what it does? It makes you feel comfortable making a
purchase. You risked losing money on a bogus book with a useless
title, such as How to Market And Sell Like A Prostitute as soon as you
picked this book.
There is a reason why products and/or services have manuals and
guarantees. It is not just a selling gimmick but also a statement that
defines belief in your product. Who would put a refund policy on a
product? You would lose money if you did that.
This would put you in a position that makes you look like your
products and/or services are better than your competition. It shows
your commitment to satisfying your clients better than your
competition.
Forget the features and talk about how they will feel
I remember being at the night club counter. I heard someone
whispering in my ears while touching my waist. She whispered, “I will
make you feel like no one has ever made you feel.” I didn’t go there for
anything like that, but I was taken at that moment.
Salespeople enjoy talking about the features of a product and/or
service. This product and/or service is good because of A, B or C.
Some people also like to talk about their companies.
Talking about your company draws in your customer. Speak to them
about your company’s background, its goals and what the company
has accomplished. Tell the client of past clients and how you have
helped them. It helps you to build credibility overall, but it does not
help your customer.
Some salespeople take it to a good level. They speak about the
benefits of their products and/or services to the customer. However, it
does not persuade your customer to buy.
You need to learn how to speak to your clients about your products
and/or services in regard to how it affects their emotions. Feelings sell
more products and/or services.
Talking about your customer’s emotions while using your products
and/or services is very powerful and can improve your sales. It will
make your customers beg you. People make their decisions
emotionally, so you must back them up logically.
As you relate their feelings to your products and/or services, it forces
clients to desire your brand. In short, you will put your clients in the
mood to buy right away.
Don’t offer more than three options
If you go to any of your favorite fast food restaurants, you will notice
that three offers are always given–small, medium and large. You might
think it is just one of those things, but I can assure you that it is all
marketing and selling.
Average is a common mentality for most people. As human beings, we
don’t like small things , and we also don’t like to go beyond the
standard. Therefore, we like to choose something in the middle.
It has been studied that people make their buying decisions easily if
they are presented with fewer options. If you present more than three
options, then your customer will be confused and postpone the
transaction.
This type of behavior becomes an opportunity for a business. You have
to create products and/or services that bring clients to your business
while increasing the profits of your company.
If you look closely, the medium option is expensive when you
compare it with the other two options. And that’s where you’ll find
your steak if you do it that way.
Another option is to bundle your products and/or services. Bundling a
slow-selling product with a good profit margin will sell fast but with
little profit.
You can do that even in situations where you are introducing a new
product and/or service. Bundle the already well-known product with a
complementary product that is new on the market. It will not take long
before people love your new product.
Don’t counter customer objections–use them
Imagine you finished pitching your products and/or services. Your
customer says, “Your product is too expensive. I don’t have money.” I
am sure your first response will be to defend your product.
Managing objections is part of the closing process. If you fail to
address clients’ objections, then you will not earn the client’s money.
The mistake salespeople make is that they try to counter customer
objections.
Let me share something with you. Countering a customer’s objection is
insulting and very undermining. This is a sign you have not learnt a
lesson that a client with money is wiser than you. Meanwhile, you still
want to get his or her business.
Instead of trying to counter his or her objections, practice how to use
them. You should not focus on why your product and/or service is too
expensive, but rather illustrate to your client that you understand their
reasoning and emotions. Then, ask clients what they would consider
offering you in order to make the deal more fairly priced.
You can benefit more by looking at the product and/or service from
the customer’s angle. It will give you an opportunity to probe them
with questions, finding out what matters to them. Remember the CVP.
The relevancy of your products depends on so many things.
At the same time, you can only understand the criteria if you are able
to listen to your client. You must be able to see the whole picture. You
might learn more about their decision-making or what they have gone
through in the past.
A client who objects to your offers is right. Your job is to mention that
you understand their fears. It is okay for them to feel unsure before
experiencing a new product. Talk about how another customer felt the
same way, but then they ended up becoming your loyal customer.
Essentially, you must validate your customers’ fears, using their fears
to see the whole picture from their perspective. This makes you look
genuine and understand their point of view. It also helps you create
products and/or services that suit your clients’ needs.
Talk about what you can do–not what you have done
The worst type of conversation between a prostitute and a potential
client would include references to past transactions with previous
customers. I don’t think it would help to close a sale.
The future is exciting. The past is usually boring. You may make a
mistake by mentioning something that your previous customer liked,
but as it turns out, it is hated by the current one.
To further this point, no one will truly believe you. It is for this reason
that you don’t write your own testimonials. Instead, your customers
write or speak testimonials in their own words.
Therefore, it is important to excite your clients with what you can do
instead of what you have done in the past. Saying you used to do
something has never been an interesting part of any conversation.
Ask for it–don’t be shy
Customers get confused whenever making a buying decision. Actually,
confusion arises if they are buying a product and/or service from a
new company. Therefore, it is our job as salespeople to guide them in
the right direction.
This is called a ‘call to action’ in marketing. It has to be clear and
precise. If you are giving out a trial product and/or service, say so. The
most important thing is your client knows what they must do next.
You cannot afford to have your client guessing about the next course
of action. S/he should either be buying or not buying; therefore, make
it clear and precise about what your customer is supposed to do.
There is a fictional story shared in bars about a Catholic Father and a
nun, both of whom were driving from one village to another. It is told
that a nun sat in a compromised way, where the left side of her thigh
became visible to the Father.
The Father gazed at those beautiful thighs and got confused. He was
consistently on and off the thighs as he drove through the bushes. The
nun pretended not to have seen this heated Father, but still, she was
interested.
They were both playing “holier than thou.” Neither of the two wanted
to make the first move but instead waited for the other to make the
first move. What if she says no? What will he think of me? Both these
questions were lingering in their minds.
They both decided to play it safe. The Father tried whistling as he was
panting, while the nun could only cough. He tried changing gears with
the hope of touching the thigh; though, he always missed.
The nun decided to unbutton her blouse, revealing a bit of her breast,
which confused the Father. As he was sweating and driving, the nun
decided to give him what he wanted. Though she said it in such a way
that he would understand. She said, “Mathew 7:7.”
She immediately knew the Father did not dare to look to the side
where the nun was seated. He was too embarrassed. At this point, the
nun was almost undressed. She repeated the verse, but the Father
could not hear anything.
He was thinking about what the nun would think about him after that
incident. At that moment, he felt so bad that he couldn’t say another
word to the nun after she spoke, “Mathew 7:7.”
The nun was frustrated and concerned with what the Father will think
of her. She hastily got out of the car and left as soon as they arrived.
After the nun left, the Father decided to read what was on Mathew 7:7.
And guess what he found? “Ask, and you shall be given.”
This happens all the time in marketing and selling. You can advertise
and position your products and/or services while hoping they get
enough attention. Still, you will not close the sale if you fail to ask your
clients to buy. Just imagine if the Father knew that verse.
Don’t be shy. Reach out your hand shamelessly until you get what you
want. Who knows? Maybe the person you are afraid to ask has always
wanted to give you what you are seeking.
Ask, and it shall be given to you.
Follow up
Let’s go back to the story of the Father and the nun. What would have
happened if the Father went back to the nun, telling her he now
understands Mathew 7:7? Remember, this verse was given by a willing
giver. She could have been desperate at that moment.
If you are a salesperson, but you do not follow up with your
prospective customers, then you don’t know the importance of your
sales game. If your client tells you that s/he is not ready today, ask
when they are going to be ready.
You need persistence. Toughen your mental muscles if you are
someone who gives up easily. You shouldn’t feel anything when a
customer turns down your offers. It’s just part of the sales process!
As a salesperson, I would tell you that my biggest move for selling was
“referrals and follow-ups.” Whenever I got a client, I asked for five
referrals from each of them. Then, I followed through with those
referrals.
I created a network of clients from just one client, thus making sure I
followed up wherever necessary. You should try this tactic. It works
like magic. However, it requires you to make a lot of follow-ups before
you can close the sale.
There will be no money without any closed sales. Therefore, it is
important that you are aggressive and unapologetic about closing
sales. This is where you will find your bread and butter.
 apt Ten

SPEAK TO THEIR MIND AND SOUL

W
ords are powerful. People might call you slick or talkative,
but you first have to be a master at communication.
Speaking to clients will get you attention overall.
You should develop charisma that allows you to influence people with
your words. People will criticize you or hate you, but I will tell you how
to handle these kinds of people.
In the absence of marketing or selling, you will find it difficult to sell
anything. Products like this book make a lot of noise. You will see it on
social media, TV, radio as people endorse it.
There is a high probability that if you criticized this book in the first
place, then you have become curious. You have finally bought it. I hate
to see Coca-Cola adverts on TV. They make a lot of noise while I wait
for news headlines.
In spite of that, I will admit to drinking Coke, even when I know that it
is not good for my health. I also want you to pay attention to the
voices used for advertising. Wow! The voice is deep and smooth for
guys, while ladies tend to speak beautiful and sweet.
There is power in speaking if you want to market and sell; however,
you have to speak to influence. You need to speak tactfully to get
people’s attention. You must know how to speak to their mind and
soul. Get to their mind and control their spirit.
Share stories
On 30th November 2019, I got home from work after a tiresome day,
only to find a priority mail envelope waiting for me. My wife
mentioned that it was from the US.
I started wondering what was in that envelope. It was small, and it
didn’t look like items I usually buy on Amazon. “What could it be?” I
asked myself.
I have to be truthful with you. I admire being an American. I actually
plan to live there once my plans work out. My destination will
probably be Austin, Texas while Charlotte, North Carolina is my
second choice.
In my spare time, I sometimes look for condos for sale that are located
in either Austin or Charlotte. Redfin.com is my go-to website as I
fantasize about buying a condo in America.
Returning to my main story, I asked my wife to open it for me. I was so
interested in learning what was inside that white envelope from the
United States. Upon entering the bedroom, however, I heard my wife
shout: “Honey, it’s a check from Amazon!”
“What? A check? How much?” I inquired. These were my questions as
I ran back to the sitting room. Before she could answer, I was holding a
$250 check in my hands.
It was from Amazon’s Kindle sales for my book, The Wedding Master
Plan. I couldn’t believe it. I never thought it would come to pass, but it
finally did. It was beautiful to finally get something out of my hard
work. I felt good.
Let me tell you something. One of the above stories might not be true.
I may not have gotten a check from Amazon, or I might never plan to
live in the US. Still, you followed those stories very well.
We naturally love stories as people. "Once upon a time" has never
stopped captivating people’s hearts. Watch TV adverts with the
mindset of learning how to market and sell. Only then will you will see
a lot of adverts that tell stories about what can interest you.
You should consider telling stories about your products and/or
services. Tell stories about your successes and failures. Tell people
how you got started, as well as everything you went through before
becoming a success.
The people who connect with your stories will always be attracted to
your products and/or services. Some of your stories will not work, but
most of them will make an impact.
Flatter the clients
If you give a lady a compliment, there is a chance she will like you.
Men, too, love compliments. No, let me put this from the right
perspective: we all love compliments.
The best way to make people fall for you is by making them feel better
all the time. Do this flattery, especially if it is genuine. Human beings
like to feel like gods. They almost want to be worshiped.
It is that yearning for flattery that you can use to attract people to fall
for your products and/or services. Don’t talk about how good they
may be. Talk about how amazing customers will look or feel while
using your products/services.
Instead of creating marketing campaigns that focus on your business,
try coming up with ideas for campaigns that speak directly to your
customer. “Ladies, I use product ABC just like you.” This has been used
to persuade prospects for a long time. Create one for your own
business.
Find a way of singing praises for your customers; worship them. Talk
about how wonderful they are and all the things they do. Talk about
them in all the wonderful aspects you can ever imagine. They will love
you as they pour their money into your business.
Smile consistently
It’s very difficult to keep a sad face when you meet someone who puts
a warm smile on your face. A smile is infectious. It attracts other
smiles. Science has also proved that as soon as you smile, you tend to
make your mind and heart believe that you are happy.
In short, you can invoke happiness by sharing your smile. You can
change someone’s day by putting a smile on your face. You can make
your customers happy by being the kind of salesperson who smiles
consistently.
Wear that smile. While it is free, the results can be worth millions. A
great salesperson is someone whose customers feel obligated to do
business with someone based on how s/he makes them feel. It is
beautiful to make people happy while making money in the process.
Look into their eyes
The ability to make good eye contact is one of the best social skills you
can bring to the table while marketing and selling. It is a skill every
salesperson should polish for his or her own selfish reason.
Numerous studies have shown that people with higher levels of eye
contact are perceived as being:
Warm and personable;
Attractive and likable;
Qualified, skilled, competent and valuable;
Trustworthy, honest and sincere; and
Confident and emotionally stable.
Increased eye contact does not only make you appealing to others. It
improves the quality of interaction with others. Eye contact portrays a
sense of intimacy with people around you, leaving them feeling more
positive about your interaction.
Making greater eye contact with customers can increase the quality of
all your face-to-face interactions. Nowhere else in your life will you be
seen as attractive, confident and more trustworthy than eye contact.
Being able to look people in the eye while holding their gaze can help
you in networking, landing a new job, getting laid, or intimidating your
enemies. Most importantly, it can improve how you pitch your
products and/or services.
Eye contact can also allow you to read your potential customer’s
thoughts. You will be able to tell whether your customer is paying
attention, lying or uninterested.
Be confidently warm
You may have heard about alpha males. These guys walk and talk
slowly. While sitting, they spread their legs and extend their other arm
into the next chair. They are annoyingly confident.
Have you ever doubted your confidence? I guess you have done that
more than once if you partake in introspection. It does not feel right
when you can’t walk tall.
The worst part is when you learn that nobody is attracted to a timid
person. Confidence is very attractable. It has the ability to heat up
space, making both the person and place warm.
Consider a lady’s confidence as she tells a guy she likes him. This is
called reverse engineering. Most men tend to feel great, especially
those with a strong character. Even ladies love men with confidence.
Some people are born with a lot of confidence. Joy - my daughter, was
born with it. The rest of us have to build it. I encourage you to fake it
until you make it. Even your clients want someone who is very
confident about himself or herself.
You can’t sell anything if you are unable to walk tall. If you are waiting
for someone, take up enough space with relaxed shoulders. Greet
people with a firm business handshake. Learn to speak slowly and
clearly.
The most important part of feeling confident, however, is by loving
yourself. You should know that you were wonderfully and fearfully
made. It is important you start feeling as if you just killed a lion.
Use humor effectively
I love comedy. It brings euphoria and removes resistance. If you can
make your customer laugh, you will definitely close the sale. In the
business world, people tend to be too serious. Most people are sad.
Do you know why most people are stressed? They don’t find enough
things to laugh at while in business. People with a sense of humor
report less stress and anxiety than those with a low sense of humor
despite experiencing the same problems in their business.
Business is tough, and so a little humor can re-energize you when you
are on your last nerve. Using humor in organizations is associated with
improving morale among workers.
As a marketer and salesperson, you should know how to use humor in
your messaging to your customers. At the same time, don’t overuse it.
I cannot personally count the number of adverts I love on TV, all
because they make me laugh.
Whenever I go shopping, laughter drives me to the same product
and/or service. Anything which makes you laugh will definitely make
you happy. Products presented in this way make you happy; therefore,
they are easy to buy.
Use humor in your advertisement. It also increases the chances of
people accepting new ideas and products. You will also get people to
pay attention to what you are selling. It’s not easy for your customers
to reject a product and/or service while they are laughing.
Contextualize the message
If your target market is a 50-year-old, your messaging should be
suitable for your target group. It would surprise me if 50 years old
were lining up for this book’s signing session.
This book is for entrepreneurs and business owners who want
solutions that are kind of radical. I did not write this book to impress
book critics or those who think they know it all. I wrote this book for
the few who want to find gold.
The book title and tagline are way out of line for most people, but I
don’t care. Do you know why? The people who find my book
outrageous are not my target market. I can even recommend Zig
Ziglar’s books for those kinds of people.
We live in a world that makes us target people based on their likes.
This type of marketing makes it easier to contextualize our message in
marketing. If someone likes football, for example, an advert that talks
about tennis won’t work for them.
You need to return from where we started. Know your potential clients
and then target them based on their needs. You can’t be using the
same message to market or sell to everyone, for you will lose if you do
that.
Whatever communication you make with your clients, make it
personal to them. In this digital age, we have tools that can
contextualize your message. If you want my business, you have to
learn how to speak in the way I like.
You should watch how prostitutes do it. If the guy s/he is spending
time with is a Chelsea supporter, s/he will become a Chelsea die-hard
immediately. You will be surprised to meet that person the next day,
wearing a Real Madrid FC jersey.
Speak to the heart
Passion wins votes and gets people laid. Do you know why? People
who speak with passion tend to speak to our hearts. We tend to fall in
love with them in those moments.
Whenever you hear about someone charismatic or persuasive, you
will see a person who speaks with emotions and addresses the little
things that matter to your heart. If you are married or don’t want to
buy something, run away from such kind of people.
As you advertise, try to describe your products and/or services in such
a way that clients feel something. Prostitutes use this technique all the
time. You can easily fall for their juice if you are not careful.
Don’t be opinionated–general is good
Opinions have always created wars and divided people. I wonder why
people are so opinionated. Avoid opinions if you are a salesperson.
Stop telling clients about your religion or way of life.
The biggest problem with opinions is the conflict they create. Why
would you go about telling people about what they should do or how
they should say things? It is none of your business!
Be general about things, especially when you are talking to another
opinionated person. I am not saying you should not believe in
something or your business, but instead, do not share opinions, which
are irrelevant to your products and/or services.
Avoid talking about things that have nothing to do with your business.
Politics, religion, race, tribe, gender, nationality, etc., are not things you
should include in your marketing or selling conversations.
Whether you are playing golf or having a beer with your client, be very
general about your discussions. If possible, agree with everyone. Listen
to them while saying nothing about your beliefs and/or opinions.
Consistency is the key–Repetition
Standing true to your message is another key aspect of making people
fall for your products and/or services. You should never be
inconsistent in your messaging. Being true to your taglines, inform your
customers of any re-branding that involves your products and/or
services.
Be consistent if you support a cause, such as keeping the world green
and clean. If you claim that your products and/or services help people
in their client acquisition, remain in that lane for as long as your
business is in operation.
 apt Eleven

RIDE AND GRIND LIKE NO OTHER

W
hat puzzles me about life is this: so many people would
like to be successful, but most of them are comfortable
with the status quo. They do exactly what their
grandfather did, hoping that something different will happen.
You will not be successful with the same old mentality of your
grandfather without working hard. You should first get rid of the old
ways before you can embrace success.
Marketing and selling do not end with the customer buying the
product and/or service. You need to ensure they use your product and
enjoy the experience. In essence, you cannot afford to have your
product become junk in your customers’ home or office.
Ensure your product, service and sales experience is exceptional.
Repeat business is the long-term strategy for selling. I have sold more
products through referrals than I have through cold sales.
If you want to create a successful company, you should plan your
marketing and selling for the long-term. There is no point in making
huge sales in a few years, only to close your business a year later.
Therefore, your marketing and selling will thrive if your customer likes
and buys your product and/or service. We explored this in the
previous chapters.
However, as a business focused on the long run, we need our
customer to enjoy and promote our products and/or services to their
family and friends. We need to transform our customers into
salespeople.
The only way we can do that is by putting in the work and building our
company. This process requires thinking more about the customer
while also being committed to giving a satisfying experience from your
products and/or services.
Start with the end in mind
The first aspect of your business is creating a vision. What do you
want to achieve? Where do you want to be in 10 years? How are you
going to do it? What resources do you need to get where you want to
be? Do you have a mental picture of what you want to create?
You will not achieve your desires without a vision. You need to address
all the issues. This includes how your customers will like your products
and/or services, as well as what will make them promote the products
and/or services.
There should be a proper plan detailing all the activities. This, in turn,
will help to execute your vision. You will fail to impress your customers
without a proper plan in place.
Give more than you take
You have probably been in a situation where the other person cares
more about themselves while thinking less about you. How did you
feel? Imagine a situation where there isn’t reciprocation between you
and others.
It doesn’t feel right to be the only one receiving, nor does it feel right
when you are the only one giving. As I say this, some poor people
might say they don’t have anything to give.
In business, though, you should give more than you get. This strategy
makes your customers happy while annoying your competitors. Most
businesses like to rip off customers. If you are doing the right thing,
you are bound to be in business for a long time.
Haven’t you wondered why restaurants give playing spaces to kids
without charging you for it? Think about businesses that provide free
installation after selling you a product and/or service that requires you
to pay for installation.
All the businesses that have this understood the principle of giving
more than they receive. No one likes to be ripped off. Your customers
know that you are a business; therefore, they will not contribute to you
like a charity.
You have to demonstrate that you care about them. Give more to them
than what you get, and likewise, your competitors will wonder how
you did it.
Be flexible and do what your client wants
If a client wants vanilla cake, would you give them a chocolate cake?
The answer is probably no. In essence, you need to respect your
customers’ wishes in order to succeed in business.
Don’t force your customers to buy what you want. If you do not have
the product and/or service they want, then you should advise them
where they can find an alternative.
This will make your customers like you more, and it shows your
customer that you value them more than the money they give you.
Stay on top
I once wrote an article on LinkedIn that stated: “Success is like a white
shirt–good to get but hard to maintain.” It is the same with marketing
and selling. Ask any salesperson about the difficulties of consistently
exceeding sales targets. It’s tough!
In spite of those challenges, you need to find a way to stay on top.
Once you fail to be on top of things, your customers will not be
satisfied. In fact, they will start seeking out alternatives sooner than
later.
Things typically go wrong as you try to make customers happy. You
will definitely encounter a few problems, but you have to stay
committed until your customer is satisfied.
All this information and strategies help you stay connected with your
customers. Ask them what they enjoy and what keeps them coming
back. Ask your customers to provide feedback on areas that you could
improve.
Listening to clients and implementing around 50% of their suggestions
will give you the opportunity to enhance the overall experience
between you and your customers. It will be more beneficial than it
was previously.
Your customers will start to feel as if your company is their own. As a
result, your customer will be proud of their association with your
company. As long as you continue to improve your business while
always giving them a satisfying experience, your brand and sales will
increase.
Show that you know your stuff
Recently, upon moving into a new house, our landlord completed
some renovations and enhancements before we moved inside. She
hired an expert to assist with the renovations.
However, when the man first arrived at our home, he came
unprepared for the job. He didn’t have any tools (not even a measuring
tape). There was neither a renovation plan nor any solutions. I don’t
know much about carpentry or home decoration, but I soon began
losing patience.
We had this guy for about a week, and nothing changed. He actually
did more damage to the house than how he found it. And he had
excuses for everything. It seemed as if he never had enough time–all
the time.
Another week passed before we requested the replacement of this
guy with someone else. The second person came with the landlord,
just as the first had. It was only five minutes into the job, and I was
certain this guy would do a great job. He had no carpentry tools the
first day he came; however, that did not stop me from being
persuaded by this guy.
Upon coming into the house, he inquired about the issues we’d
requested for rectification or enhancement. We showed him what
needed to be completed; then, he pulled out his smartphone to take
photos of all the areas that needed attention.
He told us he would not be available for the next two days, and we
were okay with it. Sunday–the day he promised us he’d return–he was
at our place at 9:00 a.m. as we had agreed. He brought all the
necessary tools with him.
His tools included a ladder, paint remover, small tubes and a few other
things, which (as I layman) I didn’t find necessary. When he started
working on our home’s renovations, I started noticing how everything
he had carried was being used on his project.
This guy was amazing. He took everything into consideration. There
would be painting to do, for instance, after he was finished with
renovations. If there were a small drop, then he would have to remove
it from the tiles.
I didn’t understand why this was important until my wife spoke about
it. I realized he had done a lot of work similar to this, but women tend
to complain about such stuff. And so, he doesn’t leave it to chance
because of his knowledge and experience.
My question to you is this: What do your customers think about your
products and/or services? Look and act the part, for instance, if you
are helping people with event management.
You cannot afford to have customers doubt your abilities or your
business. Consequently, you will always struggle with marketing and
selling your products and/or services.
You should reach expertise within your business, thereby encouraging
people to make you their go-to company. They will return to your
store for particular products and/or services. Don’t be an amateur for
your entire life.
Be passionate and committed to the ride
My last thoughts on this topic: How long can you go? We all know
untalented players score at some point in their lives, although this
doesn’t occur often.
Didier Drogba, Cristiano Ronaldo, and Lionel Messi are legends for
good reason. These players consistently delivered when it most
mattered.
These guys dug deep, finding a goal when nearly everyone on their
team was about to give up. You would see these guys scoring winning
goals in the 88th, 89th, 90th minute and even scoring the last kick of
the game.
The other question: How do they do what they do? The answer is very
simple. These guys are passionate about their sport. They love what
they do, and they are committed to giving the best every time.
Anyone can do it when they are in the mood, although doing it well
requires some passion and commitment. Only a few can do it. Only
legends can do that.
A lot of businesses say no as their default answer. They feel as if saying
no is doing the right thing. What about going the extra mile?
It is better to get out of business than to stay in a business that is not
exciting to you. Anyone that does exciting work will tell you they enjoy
it, even if the work is tough.
Learn to do the light extra things that your customers want. You don’t
need to break the bank to go the extra mile. The little things are nimble
and human, but still, these matter to all of us.
If you can touch people in their soft spots while making it a priority to
go the extra mile, it is impossible to fail in marketing and selling to
customers. Actually, your customers will do it all for you.
 apt Twelve

BREAK THE RULES AND

BE READY TO FIGHT

U
pon meeting people for the first time, you realize everyone has
specific beliefs about everything. Unconsciously, you are
always required to adapt to the surroundings. Therefore, you
can easily relate to others.
Still, it becomes difficult when people want things that are different to
your own agenda. What are you supposed to do? Are you going to
surrender to their needs and/or wants? Will you go against everything
to achieve your goal?
Imagine a situation where you are told everything you want to do is
unacceptable. The issue is not about the illegality of what you want to
do. Instead, it is unacceptable to other people.
We have too many rules in life, so it is difficult for a person who wants
to achieve something great. It’s nearly impossible to follow some of
these rules; therefore, it is fine for you to break the rules. If nobody has
given you this permission, then you have it now.
I am not talking about breaking the law but instead regulations. Laws
are usually enforced by governments and meant for people to follow.
They are specifically written, designed so precisely that they can be
interpreted in courts of law. Legal action will be taken against you
when you break the law.
Rules, on the other hand, are set up by people based on their own
beliefs. You will find most laws are the same internationally, while rules
can be different from one home to another.
Thus, it is possible someone close to you (such as your mother or
father) could create a rule, which might do more damage to you. This
is based on the fact that your parents do not know any better.
You might also have a boss at work whose rules might make the whole
team dysfunctional based on his lack of leadership. S/he will,
therefore, create BS rules, which overall, hurts the performance of the
team.
Even if you know better, you will not allow your boss to do that to your
team. After all, you would break the rules. Furthermore, you break the
rules if you realize your parents are creating rules that can help further
your goals.
Rules also exist in marketing and selling. People that don’t understand
anything about business will laze around, telling you all the BS rules.
They claim these rules hurt your performance as a marketer and/or
salesperson.
It is my responsibility, therefore, to start rewiring your brains right now.
Understand what BS is in conjunction with what is good. For instance,
you will shout if you are sitting in a quiet room, and you want
everyone’s attention.
By shouting, however, you might imply breaking the rules. If you feel
like your boss is only using you (and rewarding you), then you will tell
him so. But guess what? He might get offended.
Therefore, it important to learn how to smell bullshit wrapped in a rule.
You have to break free from it upon smelling it. Let’s start with breaking
the rules found in your society.
Attract attention
If you are employed, you will hear gossip about a guy who is an
attention-seeker. People will speak badly about this person, alleging
how they got promoted due to their attention-seeking behavior.
My question to such people has been this: Why don’t you do the same
thing? They usually say it is immoral to get promoted like that.
Hypocrites! That’s what I call such people.
In The Wedding Master Plan, I wrote about how a beautiful lady
would struggle to find a husband. That is, of course, if she does not
seek out men’s attention. How will she get married if men don’t see
her?
There are so many people who think that seeking attention is a bad
thing. It is not. Some people are just afraid of getting enough attention.
They do not know what to do with it once they have it.
Attention is what you need if you are a marketer and/or salesperson.
Donald Trump once said that there is no such thing as a bad
reputation. People who are known are people who get what they
want.
Many things are possible if you can get enough attention. Donald
Trump managed to become President of the United States. This is
because he always understood what getting attention could do for
himself and his business.
Use a bit of braggadocio
Humility is a good thing for rich people. Sometimes, I am bewildered
hearing poor people speak about humility. How can you talk about
being humble when you are in a humbling situation?
The only people who can legitimately claim to be humble are people
with power or money. Try to raise your profile a little if you don’t have
either of these. You cannot afford to try to be humble. Are you trying to
become a beggar?
People should always see you like someone on a mission. You should
never look like a loser. I have been poor most of my life, but I have
always behaved like a rich guy.
I don’t buy stuff to look rich. Instead, my mindset is that of a winner.
My spirit cannot be broken, and my faith has always been unwavering.
I see a king in me. I have big dreams, and I have never been shy to
share them.
I remember sharing my dreams with friends and colleagues, even
though most of them laughed at me. I was living in the ghetto at that
time, and the mental picture I was portraying was way too big for
them to believe.
They say that God is there, though they should see me now.
Proclaim big things about your life. Don’t shy away from sharing your
big dreams. Don’t be afraid of planning to buy a Mercedes-Benz. Don’t
be afraid of setting higher targets as you start out in marketing and/or
selling.
Prepare your mind, making yourself believe you are bigger than what
most people think. Treat yourself like a king. It might look like you are
proud to some people, but who cares?
Life is all how you make it. It is about how you feel about yourself. It
doesn’t matter if you have not been meeting your goals. You have to
start behaving like a winner today.
Put your eyes on the money
There is common trash talk about why money is unimportant. What
worries me about this stupid talk is this: it is the very rich and the very
poor who talk like that.
Rich people have no audacity to talk about the unimportance of
money they still hold on to, while poor people can’t talk about money
that they haven’t earned.
A salesperson or marketer who believes that money is not important
will not go that far. You should do charity work. The only problem with
that kind of work is that you will still be asking for money.
Money is of the utmost importance to those involved in the marketing
and selling of products and/or services. Money is the oil that runs
businesses; therefore, you cannot afford to lose your perspective on it.
Put your eyes on the money. Learn everything about how you can
make more of it. Don’t forget sales, whether you are selling for passion
or as a hobby.
Any person who doesn’t pay attention to the money is not good for
business. This book is all about getting your products and/or services
to your customers so that they can earn money. Marketing and selling
involve money, even if you are doing it for charity. Therefore, it is
imperative for you to understand money’s importance. Money is a
good thing. It is not the root of all evil, but instead, it will solve 99% of
your problems.
Get it, and you will thank me later.
Screw everyone, if possible
Another rule you should debunk: never screw people close to you. The
world is all about you; therefore, nobody will exist if you die right now.
People exist because you are alive.
Chances are that different people will cross paths with you as you try
to push your products and/or services to the market. Those people
might be your parents, church friends, colleagues, friends or spouse.
They may not agree with you because of your beliefs.
Instead, they will remind you of what you stand for as a tribe, church,
family, relationship, or organization. People who are close to you will
stick all the BS rules on your face just so they can stop you.
All you have to do is to screw them all. You should never feel guilty for
doing what you believe is right. If someone close to you does not
believe in what you want to achieve, then part company.
You will later realize that certain people are not good for you. They
might be nice people and may care for you; on the contrary, you still
have to cut them loose for your own selfish reasons.
If you have to decide between failing with people close to you and
succeeding without them, always choose the latter. They will actually
thank you for having made the right decision.
Perfection is a weakness
I know so many people who believe in living an impeccable life. I
usually wish them luck in their journey. This book is not perfect, but
you’ll realize this if you have read it this far.
The Few Who Find Gold was the first book I wrote and published. I will
tell you it is one of the best books I have written. This is not based on
how well the book was written but instead based on the fact that I
managed to write it.
I had feedback from “supposedly better authors” who were still writing
a great book. They taught me about structure and pronouns. The good
thing about it was that I listened to their advice while they were still
polishing their debut book.
I sometimes read through my manuscript, laughing at all the mistakes I
made in my first book. I am amused by the incorrect grammar and
formatting found within that book. I once got tempted to perfect it, but
instead, I told myself to leave it as it was.
The time will come when that book selsl based on my passion and not
the perfection of grammar. Most importantly, I will always thank
myself for having made that decision.
You should realize that perfection is the reason why you may not
achieve your dreams. You are always waiting for the perfect time,
opportunity, mindset, prospect, business, etc.
Perfectionism has paralyzed so many dreams and ambitions. Every
time you want to launch something, a voice is telling you not to do it.
You feel there is more to be done whenever you want to launch your
product and/or service.
When is the perfect time? What do you consider perfect? Who
decides what is perfect and what is not? Are you procrastinating or still
trying to be perfect? Are you aware that most things you consider
perfect today were launched before they were perfect?
Let me tell you something if you are Mr. or Ms. Perfect. It will challenge
the way you think. While you are waiting for your product and/or
service to be perfect, another person will launch it.
This person will be called a legend. The only thing you will be
remembered for is the same old boring story you will be sharing. You
had a much better idea first, but no one will believe you.
Stop being a nice guy
There is a friend of mine who used to say he couldn’t buy lunch for a
lady unless there was something between them. According to him,
there is a certain level of abuse directed at good guys.
Funnily enough, it reminded me of the time when I was 19. I liked a
certain girl at school, so I would do all the nice things for her. I hoped
she would consider me her boyfriend.
One day, as I was escorting her to her home, we met a guy who she
introduced as a boyfriend. When the guy inquired about me, she said,
“Edwin is just a nice guy, a brother to me.”
This might look so basic to you, but it happens in organizations,
relationships, and businesses. You will find an employee who is
overlooked, receiving only a pat on their back.
There are relationships where a partner’s sacrifice and commitment
tend to look like BAU to the other person. People have a tendency to
abuse good people, and I’m not sure why this is.
If you are a nice person, you’ve probably been abused by the people
you helped. It’s possible they even made you believe that it is your
responsibility to help them. Bad people have no limits on how nasty
they can be.
Therefore, it is important to know when to be nice and when to be
nasty. Stop acting nice to anyone that gets your referred customers as
a complementary business. After all, they don’t return the favor.
If excuses become typical of your company, look for someone to fire.
Set an example for people to stop taking you for granted. I have done
this to people who have taken advantage of me.
We live in a world where people thrive on taking advantage of good
people. It is wrong for good people to allow it. Even good people
should be able to say no. Don’t allow people to use you for being a
nice guy.
Avoid being like everyone
Whether you like it or not, people want you to be like them. They want
you to believe what they believe while behaving in the exact same
ways. That is an ideal situation as a marketer or a salesperson.
People like to buy products and/or services from people and
companies who are similar to them. No wonder you will see a lot of
mimicry around marketing and selling. However, it is just not feasible
to be liked by everyone.
Therefore, forget the idea of being like anyone in order to be liked.
Break the rule of fitting in. Most people are average, so you will be liked
as you join the masses.
Your alternative is to take your own path and follow it.
Embrace failure
I was recently watching Anthony Joshua being beaten by Andy Ruiz Jr.
for the Unified IBF, WBA and WBO boxing championships. The first
thing that came to my mind was how Joshua would respond to this:
They asked him about the defeat, and he responded that it was just a
minor setback. Then his promoter said that Joshua needed to reclaim
the championship in the next rematch. Otherwise, he would be
finished.
I did not agree with his promoter. Joshua might have lost a boxing
match and even the rematch; still, it is not the end of his career. Most
people try to put the heaviness of failure on others instead of lifting it
up.
Every person should understand that one day, we all will fall. Your face
will touch the ground; you will feel powerless. This does not just
happen in boxing but in all walks of life. Defeat is inevitable.
There is also an opportunity to rise again, though, every time you fall.
Tiger Woods has done it, as has Michael Phelps and Joshua. You
should never feel like it is not okay to fail. It is okay.
What matters most is how many times you rise back up instead of
how many times you fall. People will mock you and make you feel like
a loser but remember to embrace failure as a minor setback.
Motivate your critics
My wife once saw me having a troll with people from all over the
world on social media. It was about Donald Trump being one of the
best presidents. Some people called me names and insulted me.
She was surprised that in all those moments, I seemed to enjoy the
experience. She told me she wouldn’t want to be in my position at any
time.
You should realize that not everyone will agree with you. I am a full-
time supporter of Donald Trump, and I am not ashamed to say so. He
is a genius. But I also understand and respect certain groups of people
who will not agree with me.
What makes Donald Trump a genius is that he knows how to infuriate
his critics. They motivate him by criticizing him. You need to re-learn
marketing and selling if you think Donald Trump does most things
without thinking.
Every move Donald Trump makes is about getting the media’s
attention. He doesn’t care whether they talk badly about him or
support him, just as long as they are talking about him. He knows that
there is no such thing as bad publicity.
Check out the Kardashians if you disagree. These are personalities who
have surrounded themselves with controversy. They actually fuel it.
They want you to talk about it, and in essence, they motivate people to
talk more about them.
As a result, they get more attention the more people talk about them. It
doesn’t matter whether you say good or bad things; they will still get
attention. If you know what attention does to a business or brand, then
you also understand why they do what they do. It is a case of polarity.
Pray for misfortune on your competitors
I know your mother told you to pray for others. But what kind of
prayers do you pray? Do you pray your friends should prosper? Do
you pray your competitor should get that contract? Do you pray your
competitors should have everything going well?
I know you are lying to everyone when you say you pray that your
enemies will be well. The truth is, you and I both wish ourselves well
while praying for some misfortune for our competitors. You might not
agree, and I understand. Once you cut the crap, however, we both
know where you stand.
Let your haters hang
The challenge you will face in marketing and selling is that you will
have haters. These people will see something bad in everything you
do. They probably feel you are not good enough to earn their money.
Some people who will hate your products and/or services are very
close to you. We have a fallacy of believing people close to us cannot
have feelings of hatred. Wake up!
Ask politicians. Their sons, daughters, wives, husbands, etc., reveal
their secrets to the media. There is always that disgruntled person who
can do you harm.
But should that bother you? Absolutely not. Let your haters hang. The
good thing is that evil people usually drink their own poison. They use
their own rope to hang. Don’t waste your energy on unimportant
things and/or people.
Spend your efforts on trying to push your products and/or services to
your customers. Leave all the critics and haters to hang themselves. If
possible, watch as they hang or drink their poison.
If a fight comes to you, fight!
This may sound like a contradiction, but it is not. I told you to let your
haters or critics hang, but what if they bring the fight to you? Are you
going to leave them alone? Is that not going to give them more
ammunition to hurt your business?
Imagine a competitor paying crooked journalists to post useless stories
about your products and/or services. Think about a corrupt politician
pushing for the closure of your business, solely based on the fact that
s/he has been paid by your competitors. Are you going to just leave
your business?
No! You will have to fight. This may include another PR counter-attack,
sponsoring a politician to beat the crooked politician, or taking legal
action where there may be sufficient evidence. You have to fight where
you haven’t any choice other than fighting back.
Apologize for nothing
Running a business is not easy. You will definitely cross paths with
people at certain points in your business. Particular people may not
like your aggression or pushy behavior, but it’s a wise sales strategy.
The worst thing you can do as a marketer or salesperson is apologizing
for everything. How many times are you going to apologize? People
will blame you for discontinuing a product. Are you going to apologize
for that too?
What about firing an incompetent worker or closing a business where
people will lose jobs? Are you going to stand in front of the cameras
and make a public apology? No! As long as there is no ill-intention in
your actions, you should apologize for anything.
If you can–create new rules
The final part of breaking the rules is creating new ones. If you are old
enough, you will remember that selfies were not something most
people appreciated. It was seen as a type of narcissistic behavior.
After a few years, however, even the people who were against selfies
are posting them on their social media profiles. This happens in
business marketing and selling situations. There are so many rules
attributed to marketing and selling, but one thing that is primarily
important is supply and demand.
Supply becomes less effective when you get higher quantities of it
through a specific marketing or selling technique. I laugh upon seeing
people still painting all types of products in their shops in this era.
Any marketer or salesperson understands the power of moving with
time. You cannot afford to remain in the past while marketing and
selling. A proper salesperson tries and tests many things in order to get
their customers’ attention.
Some tactics will not work, although some definitely do. The most
important part is your willingness to change. Create new rules about
marketing and selling until you find rules that will work for you.
 apt Thteen

BUILD RELATIONSHIPS

B
uilding and managing client relationships are at the heart of any
business. The cost of acquiring clients is way too high for any
business to fail, so it’s vital to keep the ones you already have.
Time and effort are essential in acquiring clients, yet few businesses
spend time to nurture already established relationships with
customers.
People don’t understand that repeat business is cheaper and profitable
for your business. You will easily get more money from an existing
client while it will take time to optimize a new client. The key to making
money overall is by winning and keeping customers.
The only way you will keep clients is by building a relationship with
them. However, building and managing client relationships take a lot of
hard work over a lengthy period. This is why failed businesses fail.
Some have even tried to automate relationships with clients, but still,
this has failed terribly.

How do you manage a relationship with a client?

Engaging in client relationships is the same way you manage a
relationship with any other person, whether it is your partner, parent,
child, etc. Any relationship will require an effort to make it work. You
must put in the time, effort and commitment. And there must be a
mutual goal of giving each other whatever the other person wants.
You should always remember a client is a human being. Stop looking at
clients as numbers. They will leave your business as a result, going
instead to businesses that will treat them like people. In consequence,
you will remain with numbers, and the clients will still just be
numbered.
MANAGING A RELATIONSHIP
Imagine working so hard to become rich while you yearn for all the
wealth. How would being independently wealthy affect you? It would
feel nice for me because I am on that journey, and I will become
successful as a result.
It is not easy to become rich. Most successful people have worked
hard to reach their successes. They failed so many times, fighting a few
battles before they finally got the sweet honey pot.
It is the same with business. Consider how hard it is to get one
customer to trust your products and/or services. It is not easy. You will
go through objections and rejections before finally getting your loyal
customers.
Once customers have trusted you with their money, how are you
going to treat them? The cost of acquiring customers is much higher
than the cost of nurturing their business relationship.
Think about it. If you have a loyal customer who usually visits your
business, they will spend money with you. But if you are trying too
hard to acquire the customer, they may not spend a cent on your
business.
Therefore, building and managing customer relationships are critical.
Relationship management is the key to a business’ survival. This is the
best move if you want to be in business for a long time.
Steps to managing a relationship:
Under Promise and Over Deliver
The worst business mistake you can make is not keeping promises. Do
not promise customers something if you fail to follow through on it.
This, in itself, is very disrespectful and insulting to your customers. I
have been in those situations. I understand how embarrassing it feels
to tell your customer you have failed to do what you guaranteed.
The remedy is simple–don’t over-promise anything. Tell your customer
you will do it to the best of your skills while putting a disclaimer on it.
Another way is to be honest in your communication. If you are truthful
about what you can and cannot do, it is easier to satisfy your
customers’ desires.
Know what matters to them
A business with many customers can neither assume all their
customers like the same things, nor do the customers enjoy being
treated the same way. Doing these will only cause problems in
managing customer relationships.
Long-term customers have a reason for doing so. Have you asked
them? It is important to know why the customer returns to your
business; therefore, you can repeat this strategy with future
customers. Moreover, is important to ask why the customer leaves
because this is room for improvement.
It’s all about paying attention to what customers say. We already
covered feedback in the previous chapters, discussing why it matters
that we understand our customers better. So, we can now continue to
give them exceptional service.
Call the customer by the name s/he prefers. Some of your customers
might not be interested in your calls, but still, they appreciate visits to
their offices. Most importantly, you must understand what each
customer likes about your business.
Show that you genuinely care
Let me tell you a story.
One day, I was walking across Cairo Road in Lusaka when a guy began
asking for transport money. He narrated a story to me, saying that he
came from Kabwe Town. The person he came to see in Lusaka was not
responding to his calls, so he decided to go back.
The problem was that he had already used some of his transport
money. He only needed around K50 (USD5) to make up his full
transport fare. I was touched by his story, but at that time, I did not
have money.
Therefore, I started asking questions so that we could find an
alternative. I asked if he could come with me, so he could ask a
colleague for K50. Or, he could consider going in the evening with a
friend who was returning to Ndola.
Once I said I did not have money, however, all my other suggestions
fell onto deaf ears. This guy stopped listening to me. He actually looked
as if I was wasting his time with these suggestions.
This guy’s story got to me without a doubt, and I felt I needed to help
him. But the more I tried, the more I started to feel as if he was only
looking for money. He was not looking for a solution to going back to
Kabwe. He was only seeking money.
The moment I realized this guy’s position, I left for my business, only to
find him at the same spot at 5 p.m. He was still looking for transport to
Kabwe. My point in this real-life situation is this: every customer with
whom you do business knows when you are genuine and when you
are not.
This guy did not care about anything else but money. He wanted to be
helped, but he had no regard for the people who were trying to help. It
is possible it was a scam, but it was very disappointing. He didn’t seem
to care about anybody (or anything else) but money.
You should always remember that customers are human beings. If you
want to understand people, you should first understand yourself. You
should do some introspection about what you like and dislike.
Consider how you are treated by the companies from which you buy
stuff yourself.
You have probably experienced marketers or salespeople who seem
to be more interested in getting your money rather than forming a
relationship with you. Whenever you talk about money, they seem
excited but lose their enthusiasm as soon as you ask for a solution.
Your customers are not fools. They will smell your BS almost all the
time. You will only lose if you are a business owner or entrepreneur
who wants to scam people out of their hard-earned money.
Be trustworthy
Can you be trusted? Are you the type of business that keeps its
promises? Do you honor guarantees? These are small things, which
can sour a business’s relationship with a customer.
There was a time I was using a Viva Video application. I got it from
Google Play for creating videos for my social media profiles. They
indicated that once you pay for VIP, you will have access to all the VIP
features with one click.
I purchased the VIP features for USD13.99, clicking the upgrade
feature. However, I was surprised I was still accessing the same basic
features after paying my premium subscription. And so, I read their
FAQ. It requested that VIP subscribers uninstall and re-install the
application if the challenges continued.
After the new install, I still didn’t have any VIP features. They further
indicated VIP subscribers would have access to the support team for
resolving such issues. After contacting them, I still have yet to hear
anything back.
After realizing I was getting nowhere with this application, I canceled
my subscription and looked for another application that provided the
service I needed. The amount was too small to ask for a refund, but I
have no kind words when it comes to speaking about the Viva Video
app.
It is dishonest to claim that someone will have VIP features once they
pay while then failing to do so afterward. It is fraudulent to tell people
to pay for VIP customer support and fail to give it to them.
All these kinds of experiences make customers realize you care more
about their money instead of providing a service. I know some
businesses might survive with these fraudulent schemes, but if you
want to make customers your brand ambassadors, then you have to
be trustworthy.
Don’t let pettiness screw you
My previous example of the Viva Video experience might also be a
situation where I was just being petty as a client. It is possible. As a
business, you will have situations, which might drag you down.
Relationship management is not easy. Customers can go out of line
sometimes. They might unnerve you. Some customers might complain
about petty stuff, which does not make sense.
You need to stand calm and firm in these situations. If you have a
situation that is almost pulling you off the lack, learn to stay calm and
collected. Those moments with customers will always be there.
It is your job as a relationship manager to ensure pettiness does not
ruin your customer relationship. Move with a cool head at all times
while avoid being overtaken by emotions in all customer interactions.
Focus on convenience
Clients are looking for convenience. They are willing to pay premium
prices for products and/or services, which provide this convenience. If
your products and/or services are not designed in a way that’s
convenient for your customer, then it’s time to redesign your brand.
Ask yourself questions like this: How can we help our customers’ not
waste time while doing business with us? How simple is our platform
for customers’ usage? What can we do to make our customers enjoy
the experience while doing business with us?
These questions will help you find solutions. But the best way to
accomplish this is by asking your customers. Conduct a survey, asking
your customers what they find more convenient about doing business
with you.
A convenient platform is very difficult to leave. Your customers will not
leave easily if they are satisfied with what they receive from your
business. Convenience will help you keep your relationship with your
customer.
Innovation must be at the center of your business if you truly intend to
provide convenience to customers. There are so many tools that have
increased customer and business interactions.
Therefore, you must decide which tools you will need for your
business. Choose tools that will benefit your customers. Once you
make a decision on those two things, you will see the results of
providing customers convenience.
Communicate often. Don’t be forgotten.
Most customers, if asked why they switched to another company, will
say your business was too quiet to remember. In short, they forgot
about you.
I believe businesses should digitize, but they should still keep a human
element in relationship management. Communication is an integral
part of any relationship. Without this, relationships soon die.
Whether you are a leader or looking for love, you lose the game if you
fail to effectively communicate with others. A study claimed it is better
to over-communicate than to have less communication.
The consequences of not communicating with your customers are too
grave to take for granted. Set up a deliberate communication program
in your business so that communication with your customers is
measurable.
You cannot afford to be forgotten by your customers.
Create a freemium structure
Free, standard and premium are common pricing methods used by
most service businesses. This type of pricing is called freemium. It
means that you can start with a free service, upgrade it to the standard
package and get the premium offer if you want more features.
This pricing method helps you with three things:
1. It helps you acquire customers who still doubt your products
and/or services through a free offering. It gives you a chance to
ask customers to try your products and/or services for free. You
end up having more clients try out your products while others
are moving toward paying offers. These advanced packages
have more features.
2. It builds a relationship with your customers as they move
through all the pricing structures. It means they have appreciated
the lower versions of your products and/or services. Therefore,
they can trust you by paying for the premium offers.
3. It can further increase your revenue. The customers you get
through free offers will eventually start paying for some of your
premium offers. This produces leads through the capturing and
management platform. After you have acquired the customer
through the free offers, you will be able to upsell the premium
offers. After all, they are already enjoying your basic features.
This pricing strategy helps you keep customers for as long as your
business exists. If your customer hasn’t any money, they can still use
your services without considering your competition’s alternatives.
Customers can easily downgrade or upgrade from free to premium,
depending on their needs and financial capacity. This puts you at an
advantage since you will keep your customers in all types of situations.
Customer confidentiality
Why would someone do business with you if you can’t protect their
confidentiality? We are living in a digital world. As a result, you will
definitely have access to information about your clients. Henceforth,
you have the responsibility to protect their privacy and confidentiality.
Personal data is essential to many decisions made about us.
Information about us can affect whether we can get a loan, a license or
a job. It can affect our personal and professional reputation. There are
so many decisions that can affect how we continue to live our lives, all
the result of information made public about us.
We may do a lot of things, which, if judged from afar, may seem old or
embarrassing. Our clients may start to wonder why they did business
with us at all because of how we handled their information.
Business is a game of trust. People trust you before they do business
with you. They know that you will protect their interest while keeping
their information private at all times. As a business, you have an
obligation to keep information about your clients confidential.
Some clients will have access to your products and/or services. These
people would not like to be associated with your type of business in
public. Politicians and religious leaders would not appreciate being
mentioned in an advertisement, which portrayed them as VIP
members of a strip joint.
Customers whose confidentiality was breached could sue your
business, costing you and time and money in the court system instead
of making money. The people who choose to do business with you
have different reasons for accessing your products and/or services.
The following are some reasons why your clients wouldn’t want their
business dealings with you to be made public:
1. Conflict of Interest
Clients who buy your products may work for a competitor company.
Imagine a Coca-Cola CEO who loves Pepsi. It would be inappropriate
and stupid for Pepsi to make an advertisement that shows the CEO of
Coca-Cola drinking Pepsi.
2. Respect for individuals
Privacy is about respecting other people. Someone may have a
personal or reasonable desire to keep their business interests with you
private. So it is, therefore, disrespectful to ignore their wishes without
a legal reason.

3. Reputation Management
Your clients could be public officials who receive a lot of scrutiny and
condemnation about everything they do. They could be against a
certain drug publicly because of political will but personally accessing
that drug from you.
4. Legal Battles
Some businesses, such as the health industry, will have access to
clients’ private health problems. These clients would not like that
information to be made public. If you are careless, you would be sued,
and it might not end well for your business.
5. Trust
The last thing you want from your clients and/or potential clients is
broken trust. You run the risk of soon being out of business if your
clients cannot trust you to keep their information private. No one will
trust you enough to do business with you.
If you want to market and sell like a prostitute, you should be able to
do business with someone. Act like you do not know them publicly if
that is what they want. You are not allowed to talk about anything in
regard to your clients if they have not given consent.
Keeping your clients’ information private will protect you from having
to explain or justify yourself to your clients since you did not protect
their confidentiality. You do not want to put your clients in an
embarrassing situation. It could make them explain themselves to their
spouses, children, relatives or the public at large for doing business
with you.
There are so many reasons why people might choose not to have their
business dealings with you made public. It’s not up to you to decide
what to reveal or not. You can only make your clients’ information
public if you are legally bound or given consent to do so by your client.
 apt Foteen

LEVERAGE ON THE NEW CROP OF PROS

T
here is a common saying that says, “Whatever goes up, must
come down.” This is true for most things. It’s easy to get to the
top, but it’s hard to stay there. Everyone is fighting to take your
spot. You should be able to fight and defend your territory as much as
you can.
However, you have to understand that it’s not easy to accomplish this
only with your wisdom and genius. You need to realize that as you
grow older, you begin to lose perspective about certain aspects of life.
It is the young ones who can come to your aid.
When prostitutes grow up, they find it difficult to attract as many
customers as they did when they were young. They begin to use their
connections to introduce high-paying individuals to the great-looking
and vibrant young ones who join them in this business.
They almost always work like PIMPs (people who connect prostitutes
with clients as a middle person). This works for normal businesses like
yours. If you are a lawyer, the time will come when you will be asked
to join a case. Usually, this is a case where you did not source
information, but rather some lawyers are based on your experience
and expertise.
If you are in construction, this is the time when you tend to get
contracts. You begin using the capacity of young construction
companies by subcontracting projects. You might look like you are
throwing away cash, but you may have decided to become smarter
later in your life.
When you have seen it all and what remains is wisdom and
connections, then you need to begin saving your energy for important
things. If you can, hire young ones to start running the business. Then,
you can spend your time with your grandchildren.
Let the young ones take over from where you left the business.
Empower them with wisdom and expertise. This will be your time to
leave a legacy for which people are going to remember you. In the
case of prostitutes, some people may not see much value. Still, the
whole picture of how they sell a product shouldn’t be sold, for it is
genius.
Therefore, it is important to know when to step away from the dance
floor. Clap for the dancers who you coached and mentored. The few
strategies below will help you find, nurture, coach and inspire new
pros who will take over for you.
The good part about what I will share with you is that you will leave a
legacy for a lifetime.
Look for the hungry ones
When I started working as a direct sales representative in 2008, I had
no idea I would end up in the banking world. Selling is not easy. Most
of my friends gave up and resigned, while others got fired for failing to
meet their targets.
But I didn’t see any other way. I just couldn’t give up. I received a lot of
scorn from people telling me about how “lucky” I am for being
promoted to management. I laugh about it because I know what those
people lack in their pursuit of success.
Hunger for success has helped me to reach this far. One strategy I have
always used to position myself for the next job is by going above me
to help people succeed. The more recognition I get, the more I reach
out to help others.
People who have managed me have been very successful. Some of
them got promoted because they had me on their team. I am a
valuable resource, always determined to give the best at all times.
I will tell you that the people who pick me are more brilliant than I am.
They take advantage of my own hunger for success for their own
benefit. Are they bad people? No, they are not. They just know how to
pick the best.
If you are managing a team of marketing or salespeople, you have to
go for the best. The best does not mean having a résumé or college
degree. You have to find what drives this person. A person who has his
own ambition will always perform at a higher level.
The people who have coached Lionel Messi claim to be good coaches.
Still, it is Lionel Messi’s desire to win that has made some of those
coaches look like they are so good.
Pick winners for your team if you want to win. Look for the people
who are hungry. These are the people who will succeed, even without
your close supervision.
Coach and motivate them
As soon as you find young, hungry lions and lionesses, teach them
how to tear prey apart. Show them where to hunt and who to hunt.
It is your job to inspire these hungry beasts by showing them who they
are. They need to understand the difference between them and the
hyenas. You have to build their confidence while bringing out
aggression from their bones.
Share your blueprint
Experience comes from a lot of years of mistakes. You know what this
means if you are a leader. You probably know what should and
shouldn’t be done to become successful.
This is wisdom you have acquired over time and what your young pros
might not understand. They might be pretty and curved, but they
might lack the tactics of speaking to the mind and soul of a potential
client.
As their mentor, you will need to show them. Let them watch you use
the best marketing and selling practices as you work with them. As a
result, they will do better without making a lot of mistakes.
Lead and encourage them
We have already talked about hard marketing and selling is. Some of
your young lions and lionesses might feel like giving up. They will meet
friends who will tell them it is not the right job. It is not worth the
effort.
As their leader, those are moments in which your leadership skills
come into play. It is for those moments they will remember you. You
should be there for them, encouraging them to push through until they
achieve what they want.
Provide constructive feedback
I am sure you have heard people say, “It is not what you say, but how
you say it.” Every leader, whether you are a line manager for some
company or your own business, should know how to give constructive
feedback.
Constructive feedback does not look at what somebody has done but
rather shows someone the other way of doing it. “I understand what
you were trying to do, but you should try doing it like this in the future.”
This statement will help you build teams.
This type of feedback is aimed at building your team for future strong
performance. It is not aimed at finding the one at fault or the person
who should be punished. Read some leadership books for more about
this.
Emphasize the importance of money
I have never worked in a profitable organization that did not emphasize
the numbers issue. Business is all about the numbers. The bottom line
(profit) depends on the top line (sales).
If you work for an organization where they pay bonuses, you should
understand that bonuses come from what the business will make after
profit. Therefore, it is important for you to align your teams toward
money.
Your team should be able to understand how their performance will
affect the performance of the company. They should also understand
how it will affect their commissions, salary increments, and bonuses.
Money is at the center of every business. You will be a failure as a
leader if your people are not aligned with the importance of money.
You should also be a company that rewards good performance with
good benefit packages.
Create a contest through targets
In every marketing and selling department, performance reports are
shared on a daily, weekly, monthly, quarterly and/or yearly basis.
These reports usually indicate the performance of every person and
unit.
What I like about marketing and sales is the ability to tangibly measure
the performance of every individual and department. Marketing and
sales are not a place where you justify your performance with fluffy
statements.
I know that targets are challenging and can sometimes overwhelm
people’s abilities. But to a larger extent, they are good for both the
company and the people who work for it.
The best way to inspire great performance from your teams is by
creating a contest with a wonderful prize. As human beings, we always
work with our own selfish interests.
Most people will want to be on top if there is a trip to Mauritius, a car
to be won, or an instant promotion for a certain vacancy. The
advantage to the company is total performance. Targets also help your
young lions and lionesses with focus.
Since everyone is doing it for their own selfish reasons, you will have a
number of salespeople doing great and pushing the total performance
through the roof.
Become their Idol
I know one old woman who had only one son. This woman lost both
her husband and son while she was in her late 60s. In Africa, people
rarely have savings on which to rely in their old age. I used to wonder
how this woman would survive in her late 80s.
It was in 1999 when I asked myself those questions. This woman is still
alive and living a normal life without savings. But she had help from the
government. Since I was close to her, I asked her how she had been
surviving.
And she said, “I am an idol. People like you and your friends come to
me for wisdom. And you usually don’t come empty-handed.”
She explained further, saying, “Our interactions with people should
add value. You will only come to me if you are getting something out of
me. Therefore, I have decided to give value to young people. In turn, it
has helped me to have friends who care about me.”
There are young people who provide more value than old people. We
also have people who are very old and more valuable than young
ones. Jim Rohn once said, “People will pay you for the value you bring
to the table.”
Understand that naming yourself a CEO without understanding how to
acquire clients will make you lose that title sooner than you think. Your
business will disappear as a result of ambitious and innovative people
having the desire to grow their business.
However, when you decide to collaborate and give value to the young
ones, people will come and visit. They hope to receive a blessing. Look
at great people like Nelson Mandela and Mother Teresa. People all over
the world traveled to meet them.
This kind of respect started from somewhere. These people were
known, provided value, inspired others, changed the rules and
touched people’s lives with their service. It is now time for you to
believe in your business.
You need to shamelessly go out there to sell your products and/or
services. Upon getting business, remember to give your best service
possible. Doing this will improve your repeat business. But most
importantly, leverage the new crops of talented salespeople within or
outside your company.
And that’s how you market and sell like a prostitute!
Thanks for reading. I wish you all the best in your marketing and sales
journey.

Edwin.