Are you wondering why your business is struggling to bring in revenue despite having a great product? The truth is, for many Nigerian businesses, the reason you are suffering is simply because you are non-responsive. You are letting your competition snatch away the market because you aren't responding to messages, or you are getting back to potential customers days or even a week late.

I want to share a real-life case study from this past week that perfectly illustrates how businesses are flushing money down the toilet.

The Underwear Adventure: A Lesson in Lost Revenue

A close friend of mine—let’s call him Shego—recently came into some money and wanted to do something special for his wife by refurbishing her entire underwear wardrobe. Now, like most men, Shego knows absolutely nothing about women’s underwear; he just knows when his wife looks and feels good. He did his research, got recommendations for five Instagram handles, and reached out to buy 30 pieces of high-quality underwear.

He sent a detailed message to four vendors on WhatsApp, specifying styles like high-waisted, full briefs, no visible panty lines (VPL) for work, and premium lace or silk options. He even asked for a quote for all 30 pieces and if they delivered to Abuja. The result? Not a single one of those four vendors responded, even though the messages were marked as "read" for over four days.

The Death of Expertise

When Shego finally called a fifth vendor, the experience wasn't much better. Even though he was ready to spend significant money, the seller had zero subject matter expertise. When he asked for "Brazilian" style underwear—a very basic term—she didn’t even know what it was. Her only response was to tell him to "go and check the Instagram handle" and just click and pay for what he liked.

This is a massive mistake because subject matter expertise is your superpower as a business owner. If you sell solar, you should know the difference between lithium and lead-acid batteries; if you sell cakes, you should be able to guide a parent through tiers and flavors based on their child's interests. Instead of being a mere "order taker," you should be leading the customer through the process.

How to Take Control of the Sale

If you want to stop losing customers, you need to implement a qualification and discovery process. Here is how a professional should have handled that interaction:

Humanize the interaction: Start by flattering the customer. Tell him he’s a great husband for wanting to do this for his wife to build rapport.

Perform a need analysis: Ask questions! Is it an anniversary? A birthday? How long have they been married? This information helps you make better recommendations and gives you data to reach out again next year using a CRM.

Have the money conversation early: Don't spend 45 minutes chatting only to find out the customer can't afford you. Mention price ranges early—for example, noting that quality pieces range from 8k to 20k—to ensure their budget matches your offerings.

Offer tiered proposals: Instead of one choice, give them Options A, B, and C. Explain the advantages and downsides of each so the customer feels empowered to choose the best fit.

Whether you sell architecture, agricultural products, or female underwear, you must be responsive and knowledgeable. If a customer asks for your help, don't just point them to a website; take the lead and walk them through the sale.

If you are interested in a 15-minute sale audit to see where your business processes might be failing, feel free to reach out to me via WhatsApp at 08064662140.

Let’s stop leaving money on the table.