Many Nigerian business owners are being misled by the popular idea that sales has two sides: a desperate side driven by unbridled greed and a desired side where being too ethical might hold you back from wealth. Let’s be clear: there are no two sides to sales.

When a doctor's greed leads to harm, we don't say there are two sides to medicine; we call that person a quack or a criminal. When a building collapses, we don't call it a side of engineering—it’s charlatanry. Sales should be no different. If someone uses high-pressure techniques without a conscience, they aren't a salesperson; they are a charlatan, a quack, or a criminal.

On the other hand, many ethical entrepreneurs aren't too holy to be rich. They are often just holding back because of shyness or the Better Mousetrap Fallacy—the mistaken belief that simply being the best at what you do will make the world beat a path to your door. In today’s noisy Nigerian market, you need a process-oriented framework to proactively engage customers.

True sales is built on these requirements:

* Product and Subject Mastery: You must be the expert in your domain.

* Good Intentions: Real sales is a value exchange where you help others get what they want so you can get what you want.

* A Clear Process: You need a step-by-step method (A + B + C = Selling) rather than just being a good talker.

* Advancements: Mutually agreed-upon next steps that move a deal forward so you don't get ghosted.

Stop waiting for customers to find you and start mastering the process.