I’m writing this today because I’ve noticed a recurring problem: many Nigerian business owners, entrepreneurs, and self-employed professionals haven't gotten the memo on how to actually close a deal. Far too often, we go for the meeting, make a great presentation, send over the PDF, and then—nothing. We just keep quiet, hoping the other person will magically ask for our account details.

While you might occasionally encounter an "actualized buyer"—someone who knows exactly what they want and is ready to pay without argument—those people are few and far between. For the rest of us, we need to master the art of the trial close and the soft close. These techniques are conversational, non-threatening, and incredibly effective at moving a business conversation toward a "Yes."

The Power of Knowing Your ICP

I recently had an encounter at a plaza in Abuja that perfectly illustrated why you must train your sales team to recognize your Ideal Customer Profile (ICP). I was taking my kids to an eatery called "The Place," and as I pulled in, a gentleman from a business upstairs called "Kid City" immediately approached me.

He didn't know me, but he saw a man with two children getting out of a car—that was his trigger event. He assumed I was a potential client because I fit the profile. This only happens when a business owner takes the time to train their team, telling them: "Anyone who drives into this complex with two or more children is a potential customer; approach them." If you haven't shown your team who your ICP is, they will miss opportunities right in front of them.

Lessons from "Miss Coffee" on WhatsApp

The follow-up from this encounter was a masterclass in sales. A salesperson I'll call "Miss Coffee" (not her real name) reached out via WhatsApp. Instead of just "throwing up" a sales pitch or pasting a price list, she built rapport by mentioning the conversation I had with her manager.

She used several simple tactics:

Conversational Mediums: She stayed on WhatsApp/SMS because they allow for a back-and-forth flow that email lacks.

Seeking Permission: Before sending voice notes or PDFs, she asked for permission. This is vital etiquette that many people ignore.

The Trial Close: She sent the brochure but then narrowed the focus by asking, "Based on what we’ve been discussing, is it the Easter package you’re interested in?" This forced me to look at specific aspects of the proposal.

The Assumptive Close: When I mentioned I had other plans for Easter, she didn't give up. She asked, "Does that mean you will be bringing them (the kids) in on Tuesday morning?"

That is an assumptive close—you assume the deal is moving forward and continue the conversation as such. If the customer isn't ready, they will "put on the brake lights" and let you know. But if they continue with the assumption, you are one step closer to the final payment.

"Go and Bring Two Korea!"

I’ll never forget a battery seller in Lagos who used this on me years ago. I was stuck in indecision between two batteries, doing the math in my head. The guy simply asked which car was mine, and then shouted to his assistant, "Go and bring two Korea!"

I had to laugh and tell him to relax because we hadn't agreed yet, but his move revived a stalled conversation and gave it direction.

Raise Your Game

Using these soft closing techniques isn't about being pushy or intrusive; it’s about taking the initiative and guiding your customer. It helps you "test the temperature" of a deal so you know when to accelerate or when to do a U-turn.

Let’s stop being mere "peddlers" in our businesses and start being professionals. If you need help applying these principles to your specific business, or if you want a 15-minute sales audit, send me a WhatsApp message at 08064662140.

Let’s raise the level of business practice in Nigeria together.