I’ve been noticing something interesting lately. As I scroll through my WhatsApp messages, the quality of the outreach I’m receiving from Nigerian business owners and sales professionals is actually starting to change. It’s improving, and honestly, it’s commendable. People are finally moving toward a style of selling that is more valuable to the audience—one that actually spawns real conversations.

In today’s market, we need to explore a different way of doing things: Insight-Led Selling. Most of us are used to the traditional "product-led" approach, and frankly, people are tired of it. If you want to command higher prices and stop being compared to every other "peddler" on the street, you need to change your strategy.

The Problem with "Buy My Stuff"

In this part of the world, we usually lead conversations by touting, "Buy my stuff because I’m the greatest, the fastest, the brightest, or the cheapest!" This is product-based selling. Whether you are selling headphones from China or insurance, you are focusing entirely on features: the decibels, the price, the brand.

The problem is that when you lead with features, you are immediately put into a category with everyone else using that same tired approach. In Nigeria, everyone is exhausted by the constant product pitch. People see you coming and say, "No thank you, I’m not interested," before you even open your mouth because they know exactly what’s coming: "feature, feature, feature, product, product, product."

What is Insight-Led Selling?

Instead of lead-generation being about your product, it should be about the insight you can offer a stranger. We all eventually run out of friends and family to sell to, so we need a strategy for talking to strangers that makes them receptive to hearing us.

Insight-led selling is about telling someone something about them or their business—either good or bad—that makes them want to listen.

A Lesson from "Jacob": Don't Forget the Insight

I recently had a fellow—let’s call him Jacob—reach out to me on WhatsApp. He did something right initially: he noticed my online presence and told me that with a few "tweaks," I could attract premium clients to my photography business. He asked for a call to show me what he noticed.

I was intrigued, but I told him I wasn’t in photography anymore and asked him to send a voice note with the insight he promised. This is where he failed. Instead of giving me the insight, he sent a generic sales pitch: "We do more than photography... buy from me, I’m the fastest, 3 to 5 days..." He never delivered the insight he promised.

If you are going to use this strategy, you must follow through. Here is what Jacob should have done differently:

Lean into the conversation: When I said I wasn't doing photography, he should have asked what I am doing now to build rapport.

Deliver the value: He should have told me exactly what he saw on my site that needed fixing.

Stop pitching at the beginning: A sales pitch should come at the end of the process, once you know the person and their problem.

In business, moving too fast makes you look desperate. The pitch is not "by force" at the beginning.

You must use a Call to Action (CTA) or a question to keep the conversation going. Jacob ended his message with a full stop. He should have asked, "Are you willing to take a meeting?" or "Can you show me examples of websites you admire?" A question begs a response; a pitch begs a "no."

Final Thoughts

Insight-led selling allows you to perform a needs analysis quickly and see if the customer has a sense of urgency. It turns a "pitch" into a "conversation."

If you need help applying these principles to your specific business, I’m here to help. I offer 15-minute sales or business audits—just send me a WhatsApp message at 080 6466 2140

You can also join my WhatsApp channel through that same number.

If you found value in this, please share it and help this community grow. Let’s stop peddling and start providing real value.