HOW TO GET MORE

NIGERIAN CUSTOMERS
TODAY
_________ & _________

ANDY LAWRENCE, E.

All rights reserved. This book may not be reproduced, in whole or in part, in any form or
by any means electronic or mechanical, including photocopying, recording, or by any
information storage and retrieval system now known or hereafter invented, without
written permission from the publishers, Afromart Integrated Services Ltd.

MARKETED AND DISTRIBUTED BY: amis

RC.719535

ISBN: 978-978-085-719-6
All rights reserved©2007

1
 DEDICATION
I dedicate this book to the entire Ebitimi Banigos’ family, who
empowered me to complete and practically make it a success.

2
 ACKNOWLEDGEMENT
To my wife, Mrs. Gloria Andy, who gave me a very strong moral
support during the times I went through deep researches and sleepless
nights while writing this book.

I also want to thank Mr. Nick Osuji for his great and inspiring moral
support.

I thank Mr. Christopher Ewa for his wonderful encouragement.

I want to thank Mr. Peter Akpa who made it possible for his wonderful
support.

Finally, I thank Miss. Archibong, Esther Ukeme who assisted me in

editing, paging, etc.

3
 ABOUT THE BOOK
How to Get More Nigerian Customers Today is a compendium of the
secrets of trading and making money in Nigeria. The book tells the
prospective businessperson what to sell, including where and how, in
the complex Nigerian’s market.

The 150 million strong and growing Nigerian’s market—the largest in

Africa—is receptive to the most complicated piece of equipments and
commonplace farm produce, making it a veritable moneymaking
opportunity market for any entrepreneur.

The key though is in knowing Nigerian customers and their way of

doing business, and the ready market to sell goods or services in the
six geopolitical zones in the country.

As to this, the author did not leave the money-seeking investor

wandering in the confluence of the Niger, but takes them right where to
sell and make their millions!

Author Zulu
Author House

4
 Author’s comments
I am a core Nigerian and have spent years observing business
activities, in the most promising of the sub-Saharan African’s markets.
In the most perceptive manners, which the world’s business
community can read, apply, and benefit from the sleekest strategies, I
humbly subject myself to reflect, translate, or echo the super Nigerian
customers getting revelations, the ways Nigerian’s market itself beams
forth. Thus, the use of “I” in this book, does not in any way put me
Andy Lawrence Etuk, in the front or as a ‘know-all’, instead, “I” only
serves as a mirror or an amplifier of what the Nigerian’s market
periodic situations have always demanded to dislodge customers for
offered goods or services.

NB: In as much as two or three people would be required to be in the

process of getting customers you as an individual seller or a given
business unit, would be addressed as an organization.

In 5 unique parts and 26 rewarding steps, workable formulas, you have

practical revelations and super instructions, which would guarantee
your success in repeatedly getting customers from the promising
Nigerian’s market and spin amazing money.

5
 Table of contents

Contents Pages
Dedication………………………………………………………. . 2
Acknowledgement…………………………………………….... 3
About the book………………………………………………….. 4
Author’s comment……………………………………………… 5
Part 1
Construct a revealing base on
Nigerian market’s ………….……… …...12
Step 1
Hot business opportunities in Nigeria…………………..…. .20
Primary information ………………………………..…………………..……. 21
Some major industries and resources………….…………………..…….. 22
Some main exports…………………………………………..………..……… 23
Lucrative opportunities / sectors……………….….…………………….....24
Some major opportunities…………………………………………………... 29

Step 2
Hot selling locations ………………………..……………….… 31
Abia…………………………………………………………………………..….. 33
Abuja……………………………………………………………………….…… 35
Adamawa……………………………………………………………............…. 36
Akwa Ibom………………………………………………………………….….. 37
Anambra………………………………………………………………………... 39
Bauchi……………………………………………………………….……….…. 39
Bayelsa……………………………………………………….…………............40
Benue………………………………………………………………….………... 41
Borno…………………………………………………………………. ……. … 42
Cross-Rivers…………………………………………………………….….…. 44
Delta……………………………………………………………………..…….… 46
Ebonyi……………………………………………………………….……….…. 46
Edo……………………………………………………………………............... 47
Ekiti…………………………………………………………………….………... 48
Enugu………………………………………………………………….............. 49
Gombe…………………………………………………………….….………… 50
Imo……………………………………………………………………..……….. 50
Jigawa……………………………………………………………….….………. 51
Kaduna…………………………………………………………….………….... 51
Kano……………………………………………………………….…….............52
Katsina…………………………………………………………….….………... 53

6
Kebbi…………………………………………………………………….…...…. 54
Kogi…………………………………………………………………………..…. 54
Kwara……………………………………………………………….………...… 56
Lagos………………………………………………………………….……..…. 56
Nassarawa……………………………………………………………………... 60
Niger………………………………………………………….……….………… 61
Ogun……………………………………………………………………..…....... 61
Ondo……………………………………………………………………..…....... 62
Osun……………………………………………………………………..…….... 62
Oyo……………………………………………………………………….……... 63
Plateau………………………………………………………………….…...….. 64
Rivers……………………………………………………………………..…..... 65
Sokoto……………………………………………………………..…………..... 66
Taraba……………………………………………………………………........... 67
Yobe……………………………………………………………..…..........…..... 68
Zamfara…………………………………………………………..…................. 68

Step 3
Comprehend
target Nigerian Customers…………………….…………..….. 69
Understanding customers from Nigerian
six geo-political Zones……………………………………………..….…..… 71
Secular categories of Nigerian customers……….……...……………..... 73
The normal Nigerian customers………...…………….….......................... 77

Step 4
Pertinent reasons
Nigerians may be resistant…………………..............…….... 78
Some reasons Nigerian customers may resist……….....................,.... 80
The three major reasons Nigerian
industrial buyers may resist …………………………………….…………..84
The reasons an organization may instigate resistance……….............. 85
Some instances businesspersons
can fuel up resistance………………………………………..……………... 88

Step 5
Learn from booming businesses in Nigeria………............. 90
confirmations made………………………………………………............…. 103

Part 2
Wangle an attractive sales force…..… 107
Step 1
Set a monitoring team…………………………………………. 108

7
Step 2
Build a workable team………………………………………..... 111
Tips for building an enduring Nigerian
customers getting team…………………………………………..………..... 112

Step 3
Integrate competent Nigerian network............................... 113
Tips for building effective networks in Nigeria……………….………. .. 114

Step 4
Charge the sales unit…………………………….…………..... 116
Action powering and efforts sustaining tips…………………................ 117

Part 3
Plot efficient strategies……………...….120
Step 1
Win with canvassing & getting (‘C&G’) strategy............... 127
Plan with derived ‘C&G’ objectives…………………………………….… 129
Maneuver with commonly used
Languages in Nigeria………………………………….…………................. 129
Efik language……………………………………………………….……….... 129
The Hausa language…………………………………………….……………. 129
The Igbo language……………………………………….............................. 130
The Yoruba language…………………………………................................ 130
The pidgin English…………………………………………………………… 130
Influence with common local proverbs…………………......................... 130

Step 2
Deriving insight from ‘C&G’ points of contact…………….................. 132

Step 3
Identifying the right moments to
implement ‘C&G’ stratifications………………………………..................136

Step 4
Establish obstacles to effective ‘C&G’ exercise..………...137
Some ‘C&G’ obstacles involving
individuals of the sales force……………................................................ 138
Some ‘C&G’ hindrances
involving their organization………………………..................................... 140

8
Step 5
Sustain with the actual state of existences
(ASEs) Formulas……………………………………………….. 142
ASEs formulas in
customers getting process…………………………..…............................ 142
The ASEs of target market(tm)………..…………..……………………...... 143
The ASEs of target customers (tc)…………………………...........……. 143
The AESs of an organizations (org)………..……………………………… 143
The ASEs of sector (sect.)…………………………..……….…………...… 144
The ASEs of competitors (compt)…………………………………………..144
The ASEs of competing organizations(comptorg)………..…………..... 144
Self ASEs (x)………………………………………………………………….... 145

Step 6
Effectively monitoring Nigerian
customers getting processes…………………………………………....…. 146

Part 4
Execute super alluring schemes…….. 150
Face A

Marketers, Sales representatives, Commission Agents

Etc………………………………………………..…………….......150

Step 1
Market Nigerians from ‘C&G’ basis………..………..…….....151
Damaging marketing
research problems in Nigeria…………………………….……………….....153
Valuable information to work with…………………….………………....…155
Interviewing for facts………………………………………………..........…. 155
Sourcing for handy data about Nigerian’s market………………….….. 159
Types of Handy data………...…………………………………….............… 160
Writing customers getting enhancing report………………..............….. 161
Required ‘C&G’ supported marketing tasks…….……..…………....….. 162
Planning for Nigerian’s market fit marketing……………………..……... 163
Winning with
Practical ‘C&G’ fitted marketing steps…………………………………… .164

Step2
Canvass tactfully with Nigerian customers…………..........170
Customers at home………………………………...………………..……….. 174
The busy Nigerian customers……………………………………...........…. 178
The general potential buyers…………………………………………....….. 180
11 super hints of turning them in.………………………………….……….196

9
Step 3
Sell with ‘C&G’ strategies………………………................….197
Using ASEs backed formulas for ‘C&G’ selling………………...……… 199
Being what you sell to Nigerians………………………………....………... 202
Strategizing with your patronage processes……………..….…............. 204
Catching them with payment methods………………………………..….. 205
Selling profitably from shops in Nigeria……………………………..….. 208

Face B manufacturers……………………...……..….210

step 1
Implement ‘C&G’ assisted product
design / re-designing concept…………………………..…….211
Designing hot products for
Nigerian’s market from ASEs formulas………………………………….. .212
Using the Product
designing ASEs of an organization………………………………….…….. 214
Projecting for new product launch in Nigeria…………………….……… 216
Effectively getting new product into
target Nigerian’s market from conception…………………….…………. 217

Face C
Corporations……………………………………….….. 219

Step 1
Add ‘Nigerian-hunted for-values’ to services…………....... 221
Deriving hot Nigerian hunted for values………………………………….. 222
Millions worth little values……………………………………………….….. 223

Step 2
Absorb customers with ‘C&G’ strategies…………..…...…..229
Absorbing Nigerian customers…………………………………............…. 230
Common customers minds distracters…………………………………… 231
Controlling distractions in offices………………………………............… 233
Tips for maintaining good level of concentration………………..….….. 234

Face D
Internet based businesses…………………............ 235

Step 1
Use the internet for Nigerian customers……..…………..… 237
Getting a site ready for Nigerian customers………………………….…. 239

10
Step 2
Load your e-business treasury strongbox..………............ 245

Part 5
Make them die-hard loyal……….......... 252
Step 1
Build a profitable relationship
with Nigerian customers…………………………………….… 254

Step 2
Advertise to sustain ‘C&G’ campaign…………..………..... 256
The Nigerian advert platform…………………………………..……...….… 256
Advert steps to hit Nigerian’s market……..…………………..…………...261
Four rewarding advert options for Nigerian’s market…….…………… 263
Fastening your desired advert results……………………………………..268

Step 3
Promote from ‘C&G’ background……………………….….. 270
Eighteen Nigerian’s market moving promotional steps…….……….… 271
Some great promotions killers in Nigeria……………………………....… 273

Step 4
Make them die-hard loyal…………………………………..…. 274
Making Nigerian customers die-hard loyal……………….…….…………275

11
 Part 1
Construct a revealing base on
Nigerian’s market

No matter the views, policies, fears and such positions some may
take against the Nigerian’s market, one beautiful thing is the
market’s ability to reveal within itself the most powerful ways you
can get buyers (customers), for your goods or services and make
real cool money from it .

Then, one may ask, if the Nigerian’s market is there with some super
insight on how to make real money from it, why are some
entrepreneurs, inforpreneurs, netpreneurs, marketers, traders,
corporations, manufacturers, and other businesspersons, not
snatching the opportunity to make the money?

It is quite true that these folks have dreams of making their businesses
grow and constantly yield profits from the expansion of their patronage
rate, which definitely would come from the flow of customers and sales
made. However, here is a hot ready to exploit market and yet many are
not there?

Could it be that these folks and organizations have never given it a

serious thought to hit the Nigerian’s market? Is it that scare of not
making it in Nigeria? Could it be the lack of that depth of understanding
of the Nigerian’s market? Or the lack of good enough strategies to
undertake selling to the unknown market? Could it truly be the negative
information that goes on about the market? Are they just stuck with the
feelings that the market is no go area and that’s that? Are there some
long standing policies or facilities that are disenabling them? Do they
find it difficult for the moment to overcome certain inertial and enter the
market? Were they just waiting for the right change of events to occur
before exploiting the market?

12
We could as well conclude that many businesspersons or
organizations are not sure or that they simply amplify the level of risk
involved to get customers from the Nigerian’s market.

They may be scared of risk or are not just sure of breaking even.

There must be some reasons for such decisions and this is well
understood. For instance, there are many factors that must be
considered before getting Nigerian customers actually flowing for your
offers today. Among these factors to be considered are: How would
you know if target Nigerian customers will be interested in your offers
(goods or services)? How would they even know you have those offers
right now? What down-to-earth effective marketing, advertising, and
other promotional strategies would you use to practically get them
flowing for your offers for real? What medium would you even use to
practically reach them with your strategies? If they would actually buy
from you what means of payment would be the best for them to quickly
pay and the money reach you? If they buy once, how would they be
made to come back to you again and become loyal? Even if the above
is accomplished how would you make the process of getting Nigerian
customers very less expensive for you? In essence, how would you
cost effectively make your target Nigeria customers flow for your offers
right now? Etc.

Why not ask yourself one question and that is if there are solutions to
what ever problems and difficulties there may be about selling to
Nigerian’s market now why can’t I list out these difficulties and find the
solutions as my corridor into serious money raking from the market?

Inversely ask yourself why you should not acquire a tool that would
expose the Nigerian’s market for you like never before and use this as
your pathfinder to hit crazy sales and amazing money from the
Market?

13
Whatever, remember that without calculated risk taking the world
would have remained the same. Therefore, risk taking clears the path
for progress. Progresses in turn yield changes. Changes in a way kill
the fear of the unknown. These situations create awareness.
Awareness generate from moments of observations, studies, and
realizations. Ideas generate from these moments. Good ideas bread
improvements, and then risk taking is an essential step for
advancement.

Tom Bay & David McPherson a popular speaker and executive consultant in the
areas of life management’s team building, and responsibility, were in the same line
of believe.
In their book, “Change your attitudes”, they indicated that, “risk requires us to make
a calculated leap of faith.” They further confirmed their judgment by saying that
“Risk is inherent in living; therefore, recognize risk and research it as an essential
part of your success.”

I would like to remind you that a leap of faith has to be accompanied

with works. The derived works you’d need to put to get potential
Nigerian customers to stream for your offers today will make your very
acquirements or possessions (knowledge, competencies, goods or
services, etc.) manifest and activate improvements in life and
somehow become useful somewhere.

Thus, risk taking is a calculated leap of faith that is taken for desired
advancements. These advancements would usher in changes. These
changes could be in form of advanced new positioning, levels of
awareness, discoveries, new feelings, beliefs, attitudes, reasoning, etc.

In a way, there must be changes before goals or desires could be

fulfilled. Further analyses of this would prove that change is indeed a
necessity of life in view of growth, relieves or freedom.

In his book,
“The amazing law of influence, King Ducan brought our minds back to what
happened the period the Voyager II spacecraft went into space, giving back
information and pictures from Saturn, Uranus, Neptune, he said “it carried six
computers on board with 32k of Memory altogether, much less than one

14
 thousandth of the capacity of today’s average desktop word processor. Why was
such a sophisticated spacecraft equipped with only 32K of memory? Because it left
this planet in 1977, when the desk top and lap top were only dreams of the future.”

Today computers are far more astonishing, both in capacity and

functions.

Could you imagine how people would look at it today if astronauts

stuck to the tradition of carrying 32K memory computers about? Or
how would you feel walking miles to work or school today? How would
you feel having to visit every body you need to talk to without the
phone? How would it be like to stay without microwave ovens,
dishwashers, refrigerators, T.V, radio, and other modern gadgets
today? Inversely how would you feel to have the privileges of using
modern gadgets, ideas, technology, equipments, etc, to run your daily
activities?

Millions of prospects in the Nigerian’s market would need your goods

or services to run their activities to achieve their goals or attain their
desires, for positive changes. The market is like a raw precious gem
that needs to be refined, in that it has vast vacancies to absorb the
advancements of the world’s ways of doing things.

Williams Dauphinais & Colin price

Both are leaders in the change integration consulting practice at Water price house
where thousands of consultants work with global clients in managing large – scale
Corporate transformation. In their book
Straight from the CEO,
Agreed that most markets are no longer confined to previous situations, when they
said, “The world is finally almost whole, for the first time in history. Many of the
formerly closed markets are open and needy.”

Talking about change, in order to keep your business dreams ever

soaring to reality, you should be ready to undertake the required
personal changes in views of the Nigerian’s market and the desired
approach taken to harvest the hot ready customers from the region.

15
 “Things get better in life by change, not by chance. For things to change in your
life, you need to realize that you must change. Personal mastery is found in taking
action. And one of the most powerful actions you can take is monitoring your own
attitude and behavior in line with your dreams and goals”. Those were the beliefs
and comments of Shawn Anderson
the author of “Soar to the top, rise above the crowd and fly away to your dream”.

Thus, if you don’t forget those sickish grasshoppers’ leaps on several

deterring opinions, and take the required lump spring into the
Nigerian’s market for an amazing change and intensification of
business foresight you’d need to succeed today, then somebody else
may take the chance and pump in his / her own offers and Nigerian’s
market would be shaped in this form. Why not put your advancement
into play in the ready to buy Nigerian’s market now and make real
money?
Anthony Robbins a leader in the science of peak performance in his book
“Awaken the giant within” warned that “you can do anything right, but if secondary
gains is too strong, you will find yourself going back to the old ways.”

Eminem a white American rapper put this idea this way, “Lose
yourself”. Again, despite the envisioned dimness that may loom, you’d
surprise your friends and others around you by starting a sales
procession now, into the Market. While going through this, note that
obstacles must begin to disintegrate, and things must positively
happen no matter the situation.

Convictions like this must have lingered in the mind of,

Donald J. Trump a heavy weight in the business world, in their book, “why we
want you to be rich two men one message”. Co- authored by Robert T. Kiyosaki
to air the view that “You may not have the money at the moment, and conditions
may not be ideal, but that doesn’t mean your mind can’t be working on your ideas
and paving the way to a better future. Things are rarely perfect and having an
active – investor mind will keep prepared and ready for the opportunities that will
surface. Give investment a chance in the most comprehensive way you can; look
for opportunities in every climate. That’s leverage.”

16
In support of the above,
Babara sher
a therapist and career counselor, with Barbara Smith in their book, “I could do
anything if only I know what it was” noted that
“If you can make yourself go after a goal when you’re feeling stuck, you will
activate and expose- all the resistance that is causing you to be stuck.”
In same line of thought they advised that “… we want those messages to blow out
their cover, because once you know precisely what you’re up against, you can
design a strategy to beat it.”

From whatever angle it may be taken, it would be discovered that as

you associate with Nigerian prospects, the Nigerian market itself has
that dynamic ability to save you the cost by giving practical answers to
what, who, where, how and when your available goods or services are
needed. If you have what it would take to make your sales to the
Nigerian’s market, then your confidence to hit the market will be solid.
Robert Greene
in his book, “The 48 laws of power”

Law 14
Recommended that one should “Pose as a friend, work as a spy”. “There is no
occasion that is not an opportunity for artful spying”.

To throw more light on the idea of intelligently associating with others

for gains,
King Duncan suggested that
“One ordinary person with a new idea, new product, or a deep passion about a
cause or another, could theoretically send out ripples of influence to 50 people,
then 2,500 people, then 125,000 people, and finally 6,000,000 people; thus, within
a relatively short time, to the whole world.”

Moreover, he went on to confirm that “people usually do not make a difference in

this world by accident…the majority of people who accomplish anything in the
world are successful because… They are people who go all out.”

From all said, you’d confidently need to cultivate the right frame of
mind to establish a base from the integral of the market to learn from,
strategize, and control the desired turn out of events, influence your

17
Nigerian customers getting process, turn Nigerian customers in for
your offers, make your preferred volume of sales explosion and then
the kind of money you’d need to make.

No matter what capacity you are operating your business or what field
you may be in, you would need to integrate others even if they are two
or more and organize yourself and solidly plan to face this
workable money making venture.

Thus, you will be rightly taken and addressed as a business

organization as you’d be guided to find out how the Nigerian’s market
itself has interestingly exposed your required course of action.

You can be ever confident as this is a sure to succeed process and not
all those quick money scams. The process leading to the explosion of
your offers in the Nigerian’s market will start with the establishment of
the required intelligence base. This will involve the gathering of data
around the potentials Nigerian’s market has and the conditions it
generates for offers to explode in the market. Precisely, as intimated,
the power lies in sorting and constructing relevant information that
would describe your targeted Nigerian customers’ periodic heart
conditions and mind sets from the activities going on and fundamentals
of the Nigerian’s market. Then, you’d be lead to set up and wangle a
very difficult to resist sales front that conforms to the periodic insight
provided by the base. This front will carry your offers into the market.
There will be fantastic exposures on how this sales front would be
equipped with some unique formulated core effective Nigerian’s market
oriented customers getting strategies that is sure to work wonders in
the Nigerian’s market for you. You’d identify how to establish sturdy
positions and instances which your structured sales front would then
use to execute some derived killing schemes your target Nigerian
customers would completely fall for while your offers get exploded in
the market. To make the process a sure money making turnkey you’d
discover how to turn your attracted Nigerian customers into a difficult to
break up money yielding loyal base.

18
When you consider all of the above, you will have no doubt that
venturing into the Nigerian’s market for customers for your offers today
has that capacity of providing you an extensive ethnicity that would
bring in a broader scope of complexities, and irregular situations to
tangle with.

At the end, as previously hinted, the acquired knowledge of how to get

more Nigerian customers will in a fiscal face, speed up the thumping
down and effective address of most common organizational business
problems existing today.

Frankly, your knowledge or proficiency of getting more Nigerian

customers today will give you competencies in the areas of cost
effective:

Acquisition of superior knowledge of your industry.

Development of such competitive advantages, which are capable
of igniting changes, thus placing you in comfortable leading
position in your industry.
Guidance of your business into the new paradigm of marketing
that is evolving.
Improvement of your company’s knowledge and insight between
relationship, brands, and customers.
Creation of focus on the beating of competitors without spending
heavily on researches, and acquisition of intelligence on
competitors activities.
Creation of the floors which are conducive for creative thinking in
your organization.
Provision of the required shareholders values.
Sticking your business on the floor of a truly global one.

Thus, it is completely true that from the process of getting Nigerian

customers today for your offers and acquiring the “essential change”
leading ideas unleashed in this book, you will be imbued with the
required competencies to tackle the new face of business challenges
that are evolving and effectively deal with any other set of people in

19
today’s business worlds.

In view of the above perspective, constructing your much-required high

sales generating informative base would best come from connecting
instructive findings or materials and listing the acquired knowledge of
the selling circumstances and potentials that are stacked in the
followings 5 very revealing standpoints:

The hot business opportunities in the Nigerian’s market.

The activities and endowments from the hot selling locations.
The comprehension of target Nigerian customers.
The reasons you may be resisted.
How organizations have been getting customers from the
Nigerian’s market.

There is a need to snitch this opportunity, be on top of it and start this

highly rewarding customers getting and moneymaking process through
building the desired intelligence base, which you would consult to know
exactly what to do in order to push in your goods or services to your
targeted Nigerian markets / customers.

So, let’s initiate the beaming of the said light on your pathway by
providing ideas on how to discover and gather some guiding
information about the hot selling opportunities in the Nigerian’s market.

Step 1
Hot selling opportunities in the Nigerian’s market
Some of the obvious ways you’d practically discover hot selling
opportunities from the Nigerian’s market are as follows:

Flip through Nigerian newspapers online, e.g. visit

www.nigerianpapersonline.com.
Visit Nigerian’s market related websites, e.g.
www.afromartservices.com.
Scan through books and magazines about the Nigerian’s market,

20
 trades, and business opportunities.
Have a glance on related documentaries.
Join Nigerian’s market targeting chat groups, seminars, etc.
Ask agents from the Nigerian’s market your goal yielding
questions.
Interact with yet others around for sought after opportunities. Etc.

In essence, while going for customers getting enhancing information

the followings would be expected of you:

Identify particular markets to sell your ready goods or services.

Divide these markets into easy to search segments and gather
required information.
These market segments should offer you manageable sizes to
enter at a particular point in time.
Face one or manageable sized target Nigerian’s markets at a
time. Pen these down.
Then, plan to grow to others as time goes on.

The very large size of the Nigerian’s market has necessitated the
above.

Use some of the common findings bellow to continue building the

required informative sales base.

Consider these.

Primary information

For instance, the 923,768 sq km (356,669, sq mi) Nigerian’s market

consists of 36 states, which are great sub-market regions themselves.

Putting the whole space covered by these 36 major Nigerian’s market

regions together, you have approximately 134 persons, or target
customers per sq km who are engaged in one business, social,
personal, governance, and other activities, which would require the

21
provision of your goods or services.

The Nigerian’s market consists of about 250 noted ethnic groups and
around 250 different languages that sustain the emerging and
obtainable customs of your target Nigerian customers.

The Nigerian’s market is tropical and there are two seasons: the dry
season (November to March) and the wet season (April to October).

Besides, there is a need to find out the major industries and resources
in the market to facilitate your search for what can be offered.

Find bellow a list and examine some of these major industry and
resources.

Some major industries and resources

Some of the major industries in Nigeria are as follows:

The Agricultural industry. The industry keeps millions of target

Nigerian customers busy in most rural areas. Nigerians engage
in the subsistence farming most.
Automobile assembling, which is carried on in Lagos and other
industrialized cities or market regions.
Fishing is in almost all parts of the Nigerian’s market, especially
in the river line areas.
There is Food processing industry carried out all over the
Nigerian’s market e.g. palm oil processing in Akwa Ibom market
region.
Leather works can be found in most parts of the northern
regions.
Manufacturing of cement is a major occupation in Benue.
Manufacturing of fertilizer and soap is carried out in most cities.
Lumbering occupies many people in Edo and some other market
regions. We have oil and gas processing, petroleum product
manufacturing, and related activities in Akwa Ibom, Bayelsa,
Delta, Rivers, Kaduna and other participating market regions.

22
 Nigeria also has a wealth of Tie and dying industries in almost all
parts of the northern region.
Tourism is fast growing in Akwa Ibom, the Cross Rivers e.g.
Obudu Cattle Ranch, Edo, Kogi, Lagos and almost all parts of
the Nigerian’s market.
Weaving is practiced in most parts of the western, the eastern
and other market regions of Nigeria. There is the Aso Oke in the
Yoruba regions like in Ekiti, Oyo, Ondo Osun, and the George
weaving in the east done by the Ijaws and Ibos.

Besides the above, you can also search and identify your selling
opportunities from establishing how to strategize with and provide
needed assistance from what Nigeria exports.

Find bellow a list of some Nigerian main exports.

Some main exports

These include:

Crude oil found in Akwa Ibom, Bayelsa, Delta, Ondo, Rivers, and some
other market regions. In addition, Nigeria exports refined petroleum
products, hides, and skin mostly from the northern region, natural gas,
timber from Edo and other market regions, tin, precious stones from
Plateau, and other northern regions.
However, some sparingly tapped and technologically starved industries
and yet to be fully utilized resources will lead to the selling of your
goods or services and the spinning of money for you.

Let us have a look at some of these hot opportunities and lucrative

sectors in the Nigerian’s market.

23
 Lucrative opportunities / sectors

These are as follows:

In the Agriculture sector, most parts of the Nigerian’s market

engage in manual and subsistence farming and are very much
eager and would need tractors, incubators, slaughter
equipments, irrigation facilities, pest control facilities, seeds,
storage facilities, fertilizers, training and other technologically
assisted farming facilities to go extensive.

The Nigerian Aviation sector, also need development, which

would demand your goods or services. For instance, there are
many airstrips and domestic and even international airports in
Nigeria that need further developments. Training is required for
officials, pilots, air hosts / hostesses, cabin crews, engineers, etc.
There are opportunities in the areas of airline, airport, aircraft
leasing, sales, management, maintenance, and repairs. There
are many old fleets in the Nigerian Aviation sector. Nigeria can
easily develop to an extent that other African countries will come
to her for Aviation and other needs.

Also, millions of Nigerians engage in so many ceremonies, and

enjoy leisure, historic moments, etc. For instance, the whole of
the Nigerian’s market regions daily experience graduations,
marriages, naming ceremonies, launching of new products,
books, etc, funeral, and other memorable ceremonies. They are
increasingly making it a part of their culture to keep memories of
these occasions. Millions have a need of, while some envy and
would like to be among those who record or have a way of
retaining, these memories. Thus, there exists a huge demand
and market for all sorts of personal cameras, video recorders,
camcorders, etc. With the struggle to improve their standard of
living, these things some times become necessities.

24
The Children’s world must come in, as there are demands for
clothes, shoes, toys and other kiddy stuffs in all the Nigerian’s
market regions.

The Construction sector also provides a great deal of selling

opportunities in the housing, roads, and infrastructural fields. For
instance, the result of the shortage of secured and standard
accommodation and office premises in most Nigerian cities e.g.
Abuja, Lagos and Port Harcourt, where the cost of rent is so high
has added to increase the presence of slums and heavily
congested areas. These are steadily becoming the mark of most
of these cities. Other consequences are poor sanitary facilities
like toilets and bathrooms, drainages, proper waste disposal
system, good health care, etc. Majority of Nigerians cannot afford
most of the available standard premises. Thus, there is need to
build several standard houses, office spaces, schools, etc. Apart,
millions of Nigerians in the rural areas as well are yearning for
their own accommodation and other facilities. Besides, Nigerian’s
market demands the construction and maintenances of hundreds
of thousands of kilometers of roads. There is a growing need for
other forms of infrastructure like stadium, trade centers, city halls,
shopping malls, etc, in the cities. These have given birth to the
high demand for building materials and equipments in all the
major Nigerian’s market regions. For instance, excavators,
tippers, metric tones of cement bags, aluminum products /
fabrications, roofing products / services, plumbing materials /
services, structural engineering services, etc, are highly
demanded in all the Nigerian major market regions. These have
opened a world of selling opportunities in the construction /
building sector for you to explore and make real money.

The Cookery and lodging industry has its opportunities as well.

For instance, a large number of hotels, restaurants, guest
houses, take-away and eat-ins, catering services and fast foods
organizations, even millions of households would demand
Industrial and domestic kitchen wares to prepare meals for

25
Nigerians all day through. Thus, a huge market exist for gas
cookers, microwave ovens, refrigerators, deepfreezes, deep
fryers, electric and normal kettles, steamers, cutleries, dishes,
etc.

In the Educational sector, materials are demanded by millions

of pupils and students. Thousands of schools in Nigeria need
educational facilities. Childcare services, training, bookshops,
libraries, etc, are needed as millions of young and old Nigerians
need to acquire one form of knowledge or the other.

In the Fashion industry, millions of young Nigerian men and

women in particular seek to be trendy and follow up the latest in
the world. As I have discovered, they have the strong desire to
look good at all the times. Most of them are the university
students, housewives, and the working class men and women.
As a result, there is a huge demand for bags, clothes, cosmetics,
jewelries, shoes, eyeglasses, etc. Nigerian cities and towns
would continuously demand for barbershops, hair salons,
modeling agencies, beauticians / beauty shops materials,
perfumes, toiletries, hot tubs, spas, saunas, etc. When festivals
in Nigeria is brought in, one would come to appreciate the huge
selling opportunities there exist almost more than any other time.
The whole festivals in Nigeria take some period of preparation
and such things that would open doors for traveling businesses,
money transfer businesses, tourism, hotel and accommodation,
Insurance services, restaurants businesses, etc, in the
concerned areas. There are the Argungun fishing festival (a
heavily celebrated festival attended by thousands of visitors) in
the northern region especially the Kebbi market region. We have
the Dobar festivals in the northern part of Nigeria, enjoyed by
millions of Nigerians. There are the Egungun masquerades in the
Yoruba lands, which attract a lot of attention. The eastern market
regions have many festive periods as well which include the
Ekpo, Ekong, Abang, Epke, etc, in the Akwa Ibom and the Cross-
river market regions. There are new yam festivals, Ogbolo

26
festival, series of fishing festivals, etc, in the Bayelsa, Rivers,
Delta, Edo and other market regions along the river line.

Besides, millions of Nigerians in the cities and rural areas

regularly need good foods and beverages. Manufacturers of
sugar, flour, milk, breweries, distillers of spirits, wines, soft drinks,
etc, are highly needed.

Also, governmental policies, restructurings / reformations and

market liberations have triggered vicious competition in most
sectors like the aviation, banking, telecommunications, oil and
gas, the rapidly booming commercial and industrial environments
of the major cities of the Nigerian’s market. The economic
opportunities therein have stimulated more large flows of rural
dwellers to urban areas. Millions of Nigerians would need the
services of tailors, writers, carpenters, shoe menders,
transporters, and so many other services providers.

In the Health care sector, hospitals need drugs, equipments, and

other medical materials.

Besides, millions of Nigerians need good standard of living and

would work hard to improve their lives. In millions of homes in
Nigeria there are growing needs for Household wares like rugs,
lamps, curtains, novelties, interior decorations, furniture, etc.

An evaluation of the Internet field will reveal that Nigerians would

highly welcome website seeking affiliations, Internet marketing,
hosting, web designing plans and facilities that would empower
them to sell their goods or services online and receive payments,
which would be forwarded through their local banks in Nigeria.
Millions of Nigerians would like to work at home with the help of
the Internet facilities. Corporations will need software on
customers relations management (CRM), Auditing, and others
that would help in their web based functions. Besides, cyber café
services would be highly patronized by millions of Nigerians in all

27
the major market regions.

The IT/ICT sector will yield wonderful selling opportunities for you
to exploit. For instance, Nigerian cities keep seeking for industrial
standards and hundreds of thousands of offices need office
equipments/facilities to keep their businesses going smoothly.
Besides, millions of Nigerians from all fields of works need some
of these office equipments for personal uses. They need to
communicate with business associates, loved ones, family
members, friends, colleges, and so forth. All these have given
rise to the demand for computers, laptops and accessories,
telephones and accessories, projectors, printers, Photostatting
machines, security equipments and accessories, state-of-the-arts
office furniture, satellite equipments, business centers, interior
decorations, etc, in all the market regions of Nigeria.

The millions of Leisure- loving Nigerians who sit to play games,

enjoy stories, etc, need more fascinating infrastructure like the
Amusement Park, zoos, etc, that can keep them trilled and
entertained. In addition, there is frequent demand for party
equipments, services, tent renting, storage facilities, etc.

In the Manufacturing sector, there are thousands of

manufacturers in Nigeria, who are enjoying the dividends of
competing in the Nigerian economy. They would need to sustain
their competitiveness by buying equipments, chemicals and
some other materials abroad.

In the Movie industry, millions of Nigerians enjoy the Nigerian

home videos and movies from other parts of the world. The
Nigerian house of movies the Nollywood have cut an impressive
edge for itself in the industry through its achievements and
determination to grow further to world’s standards. In addition, in
the music industry, the Pman and some recording companies like
the Kennis Records have successfully stirred the Nigerian’s
musical floors to the world’s spotlight. Some Nigerian artistes are

28
 beginning to be recognized and nominated and even win big
awards, like the Mtv base musical awards. Tens of thousands of
young talented Nigerians are eager to sing and act and become
stars. Their favorite entertainers all the same would trill millions
of Nigerians who may forgo these ambitions. Besides, Nigerians
love music. They listen to hip-hop, high life, Juju, Afro beats,
Reggae, etc. The Nigerian movie and musical industries are
deeply yearning for development, especially technologically.
These open a large door for the sales of musical instruments,
empty CD’s, recording equipments and studios, good movie
cameras, movie facilities, training facilities, DVD’s, Hifis, home
theaters, musical sets, games, TV’s, etc.

Apart from the above, let us look from another perspective the
opportunities that emerge from some local industries now in Nigeria.

Some major opportunities from local industries include:

The full processing and exportation of cassava / products, which

include presently available one of Nigerians most stable food -
the Garri, palm oil, palm kernel, maize, etc, which are grown and
found in large quantity in Akwa Ibom and some southern market
regions of the Nigerian’s market.

The mining and exportation of coal that has a large deposit in

Enugu.

The cultivation and exportation of kolanuts and cocoa presently

grown by the western market region like Oyo.

The cultivation and exportation of cotton, groundnuts, sorghum,

sugarcane, carrots, ginger, cabbage, lettuce, onions, potatoes,
pineapples, millet, and spinach presently grown in large quantity
in most parts of the northern regions.

29
 The participation in snail farming that is guaranteed to generate
millions of Dollars.

The planting, tapping and processing of finished rubber products

presently engaged in by your target customers from the Akwa
Ibom, Cross Rivers, Edo, and some other costal market regions.

The planting, processing and packaging of the spices that can

be found in most parts of the Nigerian’s market e.g. tea and
coffee grown in the northern region, other spices from Abia,
Akwa Ibom, Anambra, Delta, Edo and other parts of the eastern
part of the Nigerian’s market.

The mining and processing of bitumen, fluorite, gold, iron, lead,

limestone, manganese, salt, tantalite, tin, uranium, zinc, etc, that
are spread all over the Nigerian’s market.

From analyses of the entire points above, you would agree that
Nigerians need thousands of more hospitals and many existing ones
need improvement, equipments, and medical materials.

Tens of thousands of companies would need office equipments and

related materials, etc.

Millions of consumers would regularly need food items and beverages.

Hundreds of institutions and a number of sectors would need services.

Millions of end users would need automobiles, computers, etc.

Millions of traders, dealers, agents, companies and millions of
individuals would need the services of accounting/auditing firms, and
software.

Hundreds of thousands of business outlets and millions of

entrepreneurs would need advertising agencies, tools, software, web
links, etc, marketing firms, marketing software, e-marketing tools, e-

30
books, etc, barristers and legal practitioners, warehousing, etc.

Again, from any aspect you may look at it, there exist millions of vacuums to be
filled and Nigerian’s is a confirmed huge, dynamic, ‘hot-ready-to-buy’, lucrative
market front that you’d need to enter, get customers, make hit sales and secure
an amazing financial strength.

Meanwhile, let me bring one Nigerian saying which affirm that

one cannot sit down at home, and know exactly what’s going on
in the market. However, in this era, one can use technologically
assisted gadgets (your computer, telephone, opportunities as
provided here, etc.), to monitor and somehow be there in the
physical Nigerian’s market.

So, as we have previously established, a need emerges for you to look

into the major market regions, know how to enter, what products /
services to sell and where in particularly your offers (goods or services)
would be needed most and interest grown, and ascertain what might
happen in the physical Nigerian’s market prior entry.

The above has necessitated us to bring in the main Nigerian’s market

regions for selection as segments to start selling or gather needed
sales enhancing information. This is the second part you’d need to
build your sought after intelligence base on.

Let’s now gain access to, list out and consider some of these presently
available practical, hot selling locations that await you in the Major
Nigerian’s market regions.

Step 2
Identify hot selling locations in Nigeria
This step requires you to get into the floor of the Nigerian’s market,
look for, and list those prominent locations that have the activities that
would lead to the need of your goods or services.

31
Note that the entire major markets in Nigeria especially the capital
cities or main towns would need the following regular items (offers)
from you: Automobiles / parts, building materials / equipments,
Bicycles/parts, Chemicals, (for manufacturing of paints, plastics, food
processing, etc) Children’s stuffs (cloths, shoes, toys, Clothes),
Computers and accessories, Cosmetics, drugs,
Electronics/accessories, Educational materials and equipments. Also,
farming equipments, and parts, fast foods/beverages, household wares
(Lamps, Rugs, Interior deco materials etc.) would be highly needed.

Others include Jewelries, Kitchenware (Deep fryers, freezes, Kettles,

microwave ovens, refrigerators Toasters, etc.), motor bikes/parts, other
machineries/Equipments, power plants, textiles, etc.

The following services (offers) would flourish in all the major market
locations listed bellow. These are, the Aviation services (travel
agencies, etc.), Banking services, Beauticians, catering services,
hotel/restaurant services, clearing/shipping services, Construction,
courier services, insurance policies, internet based businesses,
(affiliate programs, e-books, e-marketing programs, make money at
home plans, soft wares, web site hosting, and designing packages,
etc.), saloon outfits, barbing and Medical services.

Others include, repairs services for automobiles, electronics,

equipments, machineries, etc.), transportation businesses, waste
management services disposals/ recycling services, consultancy, etc.),
Weaving, etc

Apart from the above goods or services, some particularly locations

need special items and these are listed under these locations.

This makes it an all-important step for you to carry out and build your
strong Nigerian customers getting intelligence, base on.

Just before then, in making this venture effective, get the map of
Nigeria from the following links:

32
http://geography.about.com/gi/dynamic/offsite.htm?site=http://www.m%
2Dw.com/cgi%2Dbin/nytmaps.pl%3Fnigeria

http://www.travelportal.info/africa/nigeria/maps
http://www.izf.net/upload/Documentation/Cartes/supercartes/nigeria.pn
g

Therefore, discover the vastly spread and hottest ready available

selling locations in Nigeria.

Super selling locations in Nigerian’s market regions

Abia
Umuahia is the capital of the industrialized Igbo market region.

They are Igbos, mostly Christians, from the Eastern part of the
Nigerian’s market.

From Umuahia board vehicles to the other parts of the region.

Presently, Abia has 17 local government areas, to present your offers.

They speak one native language.

Also, you can aim at getting customers from the local companies,
traders, government areas, and institutions like the Abia State
University and the Abia State Polytechnic.

Besides, there are other market locations where you can get
customers from, e.g. the Aba Main Market, which is known for its might
in local industries (like shoe making, bags making, clothes sewing,
packaging, etc.). This market is very promising for the sales of
industrial equipments.

33
There is the Ariaria International Market, known for its full stock of all
sorts of locally made items and imported products (vehicles, building
materials, textiles, electronics, spare parts, etc). Customers from all
parts of the country come to buy and resell in this market. A large
target number of buyers can be reached in this market.

There is the Nnewi Market, a heaven of automobile spare parts and a

ready market for your auto parts.

The New Market in Aba also, is host to hundreds of thousands of

goods (used clothes, bags, shoes, household, and kitchenwares,
electronic, parts, etc.) You can also reach many resellers here.

Further, get resellers from the Eke Onunwa Market in Douglas road by
Saint Paul Owerri where they sell general categories of goods.

Asnnetu or the Oloeji School Road Market is a big base for automobile
spare parts.

There are large provisions markets located at Cemetery and Ezuku.

There are big electronic markets too at Saint Michael and Uriehabien.

Some other markets are located in the following locations: Arochuku,

Bende and Ohafia.

People are so occupied in the Abia market region that like in other
parts of the Nigerian’s market, almost all services one can think of that
would help business activities grow will indeed flourish.

This market is heavily industrialized. It is one of the major in the

eastern Nigerian’s market. Get large numbers of customers for
machines and parts, Electronics, Industrial equipments and parts,
Computers and accessories, textiles and materials.

34
In addition, internet based businesses, repairs of machines,
transportation business, and other services will boom here.

Abuja
The Federal Capital Territory (F.C.T) is the center of the administrative
capital of Nigeria, Abuja.

The territory has the Hausas and full of people from all over Nigeria
and the world just as there are in Calabar, Kano, Lagos, Uyo, and
other major Nigerian’s market regions.

There are nine native languages spoken here and Hausa dominates.

You can get hired vehicles to any part of the region from the Nnamdi
Azikiwe International Airport in the FCT.

There are many embassies in the region.

The Abuja region is home to as many VIP’s and such diplomatic life
that you can get anywhere in the world.

If you have anything about diplomatic needs to offer, think of Abuja.

There are many companies, hotels, restaurants, motor parks, social

groups, clubs, etc, to get target customers.

For instance, the University of Abuja is located in this market and is a

fine target to fulfill student’s needs with offered goods or services.

Besides, foodstuffs other domestic items are available at Zuba,

Suleja markets.

Electronics, yams, cables, and other essential commodities are

available at Ghanghanlad, Wuza, and Iyanyan markets.

35
You can target traders and other categories of buyers from these
markets for your offers.

For instance, the Abuja’s market region would be great for the selling
of your Cosmetics, Handbags, jewelries, Shoes, Suits, and other items
the rich would buy.

Besides, beauticians, car hire and rental services, Courier services,

Hotel and restaurant businesses, Saloons, financial services,
Insurance firms, and such services as will make life easier for the
dwellers and visitors of this administrative market region will boom.

Adamawa
The capital city of this market region is Yola. They are among the
northern Nigerian’s market. They are mainly Hausas.

From some motor parks in Yola, you can get to other parts of the
region. Besides, there are the Yola, and Zaria domestic airports in
Yola, and Zaria respectively.

In addition, there is the Mubi Airstrip at Mubi from where one can enter
the region.

They speak 58 native languages in 20 local government areas, which

would serve as target selling points.

Other locations to target student / young customers are the Adawama

State University and the Federal University of Technology in Yola.
(www.futy.edu.ng).

Apart from the above, there are customers targeting markets located at
Demsa, Fufore, Ganye, Gombi, Song, Toungo, and Yola. Here are
many traditional items at these markets.

They would need Animal feeds, food processing equipments,

fertilizers, irrigation facilities, slaughter tools, water pumps, and other

36
items the northern Nigerian’s market would need.

Besides, any service that would enhance the activities here would
boom.

Akwa Ibom
Uyo is the capital of this oil-rich and peaceful market region and is one
of your major selling points for almost all categories of goods or
services.

They are mostly the Ibibios, Anangs and Ikonos.

In addition, they are members of the South-South Niger Delta region of

Nigeria and are mostly Christians.

If there were a place to target selling from, I would highly recommend

the Akwa Ibom market region.

Presently, the Akwa Ibom market has about 20 languages spoken in

31 local government areas, which also are great target markets for
your offers.

The major languages are the Anang, Ibibio similar to the Efik, and
Oron languages.

You can get into other Akwa Ibom parts from the Calabar International
Airport or from the motor parks at Uyo.

Akwa Ibom has one airstrip at Eket used by ExxonMobil.

There are many other institutions, companies, villages, community

groups, etc, to target for your customers.

For Instance, you can get young buyers / users for related goods or
services at the University of Uyo (www.uniuyo.edu.ng), a hot selling
point indeed.

37
Oil activities make Eket a very hot market for many of offers.

Exxonmobil’s presence extends from Eket to Ibrono, making this

market region a great selling location.

For instance, from Eket, vehicles would take passengers to Udua

Ibrono, (Ibrono’s Market) where there is a very large fish market. Tents
are constructed and anglers and women live in these tents and run
their fishing businesses. These offer a great market for fishing
equipments, tents, etc.

Besides Eket and Iboron, there are many standby buyers who live in
Ikot Abasi, where the Nigerian largest aluminum company is, and
where there are fish and related activities. You can sell in Itu where a
lot of fishing activities also go on. You can sell your goods at Itam,
Ukam, Udua Awan, Aditaga Udo Ebok in Obokakara local government
area, and Udua Nzeit markets, where there is plenty of palm oil.

There is hot demand for oil milling equipments, palm kernel crackers,
shaft separators, agric palm seeds, storages facilities, etc, in the above
areas.

Some other outstanding target markets to sell are sited at the following
towns: Abak, Epe-Atani, Essien- Udim, Etia Ekpo, Etinam, Ibeno,
Ibesikpo Asutani, Ibiono Ibon, Ika, Ikono, Ikobo Ikono, Ikot Abasi, Ikot
Epene, Itu, Mkpat- Enin, Nsit Ibou, Nsit- Ubium, Obot Akara, Onan,
Orikanam, Ukanafun, and Uran. You can get very interesting historic
items from these markets.

You can get more facts about the region from

www.akwaibomstate.com.

This market will embrace educational materials, oil milling equipments

and parts, fishing equipments and materials, gray fish grinding
machines and parts, and related service.

38
Anambra
Awka is the capital city of this market region, which has 21 local
government areas for you to target selling.

They are mostly Christians and live in Southeast Nigeria.

They have three native languages in the region.

You can get into other parts of the market through some motor parks at
Awka.

One point to reach your target buyers e.g. students is the Nnamdi
Azikiwe University (www.nauniedu.ng), located in the market at Awka.

Onisha is one of Nigerian’s largest markets, and is full of building

materials, textiles, drugs, computers, electronics, etc. The market is a
great contact for interested agents, traders, and ready resellers for
your offers.

Other markets are located at the following locations: Awka, Ori Ihiala,
and Nnewi.

Automobiles parts, Building materials, Computers, Electronics, and

textiles will sell steadily in the Anambra’s market.

Bauchi
Bauchi has many fascinating arts and crafts items. They would
welcome other goods or services that will enhance their activities.

They are mostly Muslims from the northern part of Nigeria and are
Hausas.

There are 20 local government areas and about 60 native languages

spoken in the market, which represent the kind of culture you will get.

39
Bauchi, the capital city is a major selling location of the market region.

You can get into other parts of the market from commercial vehicle
parks at Bauchi.

Besides, interested persons can get into the market from the Bauchi
domestic airport. In addition, the Azara Airstrip in Azara can be later
used.

You can target university students at the Abubakar Tafawa Belewa

University and other institutions in the market.

Some of the major markets in Bauchi, to target customer are located at

Atas, Gudau, Bogoro, Darazo, Dass, Gamawa Naigi, Shira Tafawa
Belewa, Toro, Warji, and Zaki. These markets are good locations to
get interesting locally made items like hide and skins, drums, textiles,
etc.

You can get more facts about the market from www.Bauchi-state.com.

The market is very rich in games.

Animal feeds, fertilizers, water irrigation facilities, and related services

would flourish here.

Besides, Tourism and related services will be very promising.

Bayelsa
Bayelsa has great selling opportunities in most parts of the region and
fine investment openings in the oil industry.

They are the Ijaws, and are from the South-South Niger Delta region of
Nigeria.

They are mostly Christians.

40
Yenagoa is the capital city of this other oil rich region.

There are nine local government areas with 10 native languages

spoken.

Which market can you target for your customers in Bayelsa? You
have the Yenegoa Market that is full of all sorts of items where you can
get hot ready customers.

From Yenegoa you can take a boat to Akamagboko Market, where the
large locally distilled gin market there will amaze you. In addition, you
can get fish, plantain, garri, fufu, and other foodstuffs there, another
market point you can target customers for related goods or services.

Another market that can not be left out is the Ogbea Market where
many items can be also sold.

Enter the Diebu Market in Towon Brass and discover a lot of marine
foods and tourism atmosphere enjoyed by most oil workers in the
nearby oil terminals. The market is a place to explore and sell your
relevant goods or services.

We even have the Amasome village super market, where many

electronics and other imported items are sold and they would ever buy
from you.

There is the fruits garden market at the end of Okija Street where
many fruits are available in large quantity. This is another place where
you can get target customers for fruit juice extractors, storage facilities,
etc.

Other important markets are situated at Ekeremor, Ogbia, and

Sagbama.

Boats, boats engines, and parts, cool rooms and facilities, fishing
equipments and parts, Gin distilling equipments and parts, boat

41
transportation business and such activities will blossom in this market.

Benue
Benue is a very rich cultural region.

They are part of the Middlebelt Nigerians and are partly Muslims and
Christians.

There are 14 native languages and 22 local government areas in this

market.

Makurdi is the capital city of the Benue’s market.

You can get into other parts of the market from Makurdi.

There is a military airport at Makurdi.

Benue has deposits of limestone.

You can target student buyers at the Federal University of Agriculture

Markudi (www.fuau.edu.ng).

Benue has some markets located at Ado, Agati, Apa Buruku, Gboko,
Guma, Ala, Logo, makurdi, Obi Ohimimi, Oju, Tarka, and Ukum.

They are rich in limestone.

Cement manufacturing and related equipments will sell fast in this

market.

Tourism and surrounding activities will gain flourish here.

Borno
The culturally intense and historically rich Borno’s market has 27 local
government areas and 28 languages.

42
They are Hausas, from the northern part of the Nigerian’s market, and
are mostly Muslims.

You can enter other parts of this northern market region from motor
parks at Maiduguri.

There is the Maiduguri International Airport in the mareket. In addition,

there is an active airstrip at Bida.

Borno’s people engage mostly in animal husbandry, tie and dye

activities, leather works and local trading.

There are corporate and other commercial activities mostly in the

capital and major cities.

The University of Maiduguri (www.unimaid.edu.ng) is a place to reach

some students.

You can get onions in bags at the custom or Baga Market.

In addition, the market has smoked catfish in large quantity.

There are cows, goats, and sheep in Casua Shanu Market.

Monday Market is a big one where to get electronics, household

wares, building materials, and other items. There are streets named
after some tribes in Nigeria. The market enjoys a heavy flow of
customers from all parts of Nigeria. Monday is a very busy market.

Around the University of Maduguri there is the Center gate market with
its good stock of upholsteries, chairs, and other furniture, etc. Here
you can sell related items.

In Bama local government, there is a large quantity of sugar cane,

carrot, tomatoes, cabbage, etc. Also, Madagali is a big home of sugar
cane.

43
There are large quantity of beans, groundnuts, onions, cows, sheep,
and goats in Ngoruashua and Muna markets.

Other markets can be found at Abadan, Askira/Uba, Bayo, Biu, Chibok,

Damboa, Guoza, Hawul, Kaga, Kurawu, Mafa, and Magumeri. There
are rich cultural items in these markets.

There are thousands of target customers in the above market location.

You can gather more facts about Borno’s market region from
www.borno-state.com.

They are hot ready market for Animal’s items, Tourism, and related
services.

Cross-Rivers
Calabar is the capital city of the Cross-river market region, a big tourist
center in Nigeria today.

They are Efiks and are mostly Christians from the Niger Delta South-
South region.

Like other Nigerian’s markets too, you can get into the Cross-rivers
market from any other commercialized part of Nigeria that is eastern
bound and from Calabar get into other parts of the market.

Calabar has a busy seaport from where to enter the market region.

There is Magaret Ekpo International Airport in the market.

Also, in Bebi there is the Bebi Airstrip and the Obudu Cattle Ranch
Airstrip in Obudu.

Cross-River has about 50 languages spoken in 18 local government

areas.
There is the University of Calabar (www.unical.edu.ng ) and quite a

44
number of schools to target students / young prospects for your offers.
Companies, social groups, car parts, and villages form another
locations and sources to get customers.

Besides, there are many target customers from other markets in the
region.

For instance, we have the junction market in Abapka, where there is

Garri, Palm oil, Yam, rice, etc in commercial quantity. There is the
Adegum where there are Okras in commercial quantity. In the
Akampkpa Market, there is palm oil in large quantity. In the Etim Edem
Market in Calabar, there are stocks of clothes, electronics, and other
materials.

It is a great market to get target electronic and other customers.

Akomita Market has palm oil, gin, meat, and cassava in commercial
quantity. Obudu and Ikom towns are homes for the “four-corner”
market, the place of plantain, bananas, cocoa beans, cocoyam, and
palm kernel. There is the Obanigu or the Otanga markets in Ogoja the
home of honey, the Tinapa Calabar, the promising African premier
business resort. Here, the sales of electronics, textiles, foods,
automobiles, cosmetics, toys, books, computers, etc, will indeed
flourish.

Some other markets to target are located at Abi, Blasé, Boki, Etung,
Obubra, Obudu, Yala, and Yarkurr.

You can get more facts about the Cross-rivers market from
www.crosssriverstates.com.

Film making equipments and parts, cameras, Hotels and restaurants

businesses, and Tourism will be very healthy in this very hospitable
market.

45
Delta
Asaba is the capital city of this oil-rich market place.

It is in the Niger delta region of Nigeria and the natives are mostly
Christians.

You can arrive at Asaba and get vehicles into the city. Also, you can
get into the market by air through the Warri Domestic Airport or the
Escravos Airstrip in Warri Escravos.

There are 11 languages and 25 local government areas in the market.

For instance, get yams in Oyoko Abavo Market in Agbor.

Also, some markets that are full of different items can be found at
Aniocha, Asaba, Ika, Isoko, Ndokwa Okpe, Oshimili, sapele, Udu,
Ugheli, and Warri, which are nice regions to get target customers for
offered goods or services.

Find more facts from the market at www.deltastate.com.

Boats, Boats engines and parts, fishing equipments and parts, and Oil
service firms, will have deep roots, in this market.

Ebonyi
Abakaliki, the home of Abakiliki rice, is the capital of this market region.

They are Igbos, from the eastern part of the Nigerian’s market, and are
mostly Christians.

From some other major commercial vehicle parks in Nigeria, you can
arrive at Abakiliki and get other vehicles going to the other parts of the
market.

There are 5 native languages and 12 local government areas in the

market.

46
You can get ready customers from the following locations e.g Abakaliki
the rice town, Afikpo, Ebonyi main town, Isielu Ohaozara, Ohaukwu,
and Onicha.

Rice milling equipments and parts, boiling utilities and related services
will explode in this market.

Edo
The historic and culture rich Benin City is the capital of the market
region.

They are members of the Niger Delta region of Nigeria. They belong to
the South-South.

They are mostly Christians.

Like other markets, you can enter the Edo market from any commercial
vehicle parks in Nigeria, arrive in Benin, and get to other parts of the
market.

There is the Benin Domestic Airport.

There are 18 local government areas and 17 native languages in the

market.

There is the University of Benin, (www.uniben.edu.ng) in Benin City,

one point where you can sure get patronage for your cloths, bags,
shoes, etc.

There are foodstuffs, Garri, and pepper in commercial quantity at Jettu

Market sold on every 9th day.

In addition, there are yams, garri in Igala Market in Okoko Edo.

Ubiaja Market has lots of yam. In Benin, there is the Oba Market close
to Ring Road, the New Benin Market in mission road.

47
We have the Timber Market along the Lagos Road close to Ugbowo.

The Uwelu Road Market is stocked with Masonia & Obobo. The

Textile Mill Market is full of Woods.

The Wire Road Market by Ewemwen has good furniture to offer.

In New Lagos Road, there is the New Benin Market, a home of woods.

The major Industrial activities here are lumbering, oil drilling, furniture
making, etc.

Benin City witnesses thousands of customers who buy wood and

finished products weekly.

Other target sites where major markets are located are at Akoko, Edo,
Equor, Esan, Etsako, Oredo, Orhiouleson, Ovia, and Owan.

Carpentry / furniture making instruments, motor saw and parts,

lumbering and related services will fit in perfectly in this market.

Ekiti
Ado-Ekiti is the capital city of this education-driven market region.

They are Yorubas and are southwestern Nigerians.

Like any other Nigerian’s market region, you can get into the market
from major intercity motor parks or their links from Lagos, Ibadan, and
other major cities parks in the Nigerian’s market.

Presently, the region has 16 local government areas and 1 native

language.

48
Like any other Nigerian University, you can get young and hot ready
users cloths, ladies wears, cosmetics, educational materials, and
related offers at the University of Ekiti at Ado Ekiti.

There are some other major market locations at the Ado, Ado Ekiti,
Aiyekire, Efon, Ekiti Ido / Osi, Ijero, Ikere, Ikole, Ise / Orun, and Mobo
Oye. There is large quantity of traditional items like the Yoruba’s
textiles, the talking drums, herbs, etc from this market.

You can get more facts at www.ekitistate.com.

The market would welcome educational materials and services, and

other goods or services.

Enugu
Enugu is the capital city of this market region. You can arrive at Enugu
and get vehicles to the other parts of the market.

They are the Igbos and are southeastern Nigerians.

Most of them are Christians.

There are 17 local government areas. They speak one native

language.

Hit some target teenage or young buyers at the University of Nigeria

Nsukka and the Enugu State University that are located in the market
region of Enugu.

The Akanu Ibiam International Airport in Enugu is one of the busiest in

Nigeria.

Some major markets are situated at Agwa, Aninri, Ibgo-Etiti, Isi-Uzo,

Nsukka, Udi, and Uzo uwani.

49
Automobiles and parts, building equipments and materials, medical
equipments, and other industrialized items and related tune-ups will
work well here.

Gombe
Discover great selling openings in Gombe the capital city of the market
region.

They are the Hausas, from the northern part of the Nigerian’s market.

Gombe has the Ashaka and Kaltungo airstrips located at Ashaka and
Kaltungo respectively from where one can get into the market region.

The market has 11 local government areas and 21 languages.

Some major markets to target are located at Akko, Balanga, Dujju,

Funakaye, Kaltungo, Kwami, Nafada/Bajoga, Yamatu / Deba.

There are Animals in commercial quantity here.

They would buy items goods that other parts of northern Nigerian
market would need.

Imo
Enter this business-inclined Imo region and discover what huge
customer’s base is there.

The market is one of the most industrialized in Nigeria.

Owerri is the capital city of the market.

They are Igbos from the eastern part of the Nigerian’s market and
many believe in Christianity.

There is the Sam Mbakwe Airport in Owerri.

50
There are 27 local government areas. They speak only one native
language here.

The market points to target for buyers include the Federal university of
Technology (www.futo.edu.ng ), the Imo state University in Owerri and
some other institutions, companies, social groups and motor parks.

In addition, sell at the following market locations: Aboh- Mabaise,

Ahihazu Mbaise, Ezinhite, Ideato, Isiala, Isu, Mbaitolu, Njaba, Nkwere,
Obowo Oguta, Okigwe, Onuimo, Orlu, Orsu, Oru, and Owerri.

They would buy industrial equipments, Automobiles and parts, and

other plants.

Jigawa
You can get into the market from any other parts of Nigeria by arriving
at the capital city of the market region, Dutse.

They are Hausas from the northern part of Nigeria and many believe in
Islamic religion.

There are 27 local government areas. Jigawa speak 4 native

languages.

Some markets to get customers from are located at:- Auyo, Babura,
Bosuwa, Buji, dutse, Garki, Gumel, guri, Gwiwa, Hadejia, Kafin
Hausa, Kazaure, Maigatari Miga, Ringim, Roni, Taura, and Tankwasiu.

You will sell items that other pars of the northern Nigerian market
would need here.

Kaduna
Enter the historic Kaduna region and reap from the many commercial
activities gong on in it.

Kaduna is the capital city.

51
They are Hausas from the northern part of Nigeria and many believe in
Christianity.

Enter the market through land and arrive at the major cities including
Kaduna from where access to the other parts of the region is opened.

Besides, enter the market by air through one of the busiest airports in
Nigeria -the Kaduna International Airport.

They speak 57 native languages in 23 local government areas.

You can target selling items students would need at the Ahmadu Bello
University (www.abu.edu.ng), the Nigerian Defense Academy,
(www.nda.edu.ng) and other institutions in the market.

In addition, there are many companies, social groups, and

organizations to target customers.

Some other major markets to sell in Kaduna are Benin Gwari, Chukuri,
Giwa, Igbasi, Ikara Jaba, Jemae, Kachia, Kaduna, Kauru, Kudan, Lere,
Makarfi, Sabongari, and Zaria.

There is a heavy commercial quantity of Animals, and vegetables in

this market.

Find more facts about Kaduna at www.kadunastate.com.

Kano
Enter Kano and enjoy one of the richest cultures and business
opportunities that would lead to great sales dividends.

They are Hausas and from the northern part of Nigeria.

There is the Malam Aminu Kano International Airport in the market.

Kano is the capital city.

52
They have 4 native languages and 44 local government areas-- the
largest in Nigeria.

Kano has the highest population in Nigeria today. And one of the most
commercialized markets in Nigeria.

As places to hit customers, Kano has the Bayero University

(www.buk.edu.ng) the Kano State University of technology, etc, in the
students’ settings.

Besides, some of the major markets in Kano are located at AJugi,

Albasu, Bagwai Bichi, Dala Dambarta, Doguwa, Fagge, Gabakuwa,
Gaya, Gwale, Isanyawa, Kaba, Karaye, Kiru, Rano, Rimingado,
Sumaila, Tofa, and Ungogo.

They are very rich in herds and vegetables and would buy items that
other parts of the northern and busy Nigerian market needs from you.

Katsina
Katsina is the capital city of the market and one of the major spots to
enter the market.

They are Hausas in the northern part of the Nigerian’s market.

They have 2 native languages and 34 local government areas.

Air route needs are taken care of by the Katsina Airport in Katsina.

Some major markets to target are located at Bakori, Batsari, Danjo,

Daura Dutsi Faskari, Ingiwa, Jibiya, Kankara, Katsina, Kusada,
Musawa, Rimi, Subuwa and Zango. There are cows, Goats, fowls,
sheep, and vegetables in commercial quantities in this market.

Most of the items that would flourish in the Northern Nigerian’s market
would boom here as well.

53
Kebbi
Skim through Kebbi the headland of Dorba and Argungun fishing
festival in the northern part of Nigeria and discover those things to sell
to the market.

They are Hausas.

Among the cities, to enter apart from the market locations of Kebbi is
Bernin kebbi the state capital.

Bernin Kebbi and Tuga Airstrips in Bernin kebbi and Tuga respectively
are venues to get into the market.

They have 16 native language and 22 local government areas, which

stand as your target market floors.

Some other major market to target selling are located at, Agaski,
Arewa, dandi, Augie,Bagudo, Birriri Kebbi, Bunza, Fakai, Jega, Kalyo,
Maiyama, Sukuba, Shanga, Wasugu, Yarri, and Zuru.

They are very rich in cows, goats, sheep, fowls, hides and skin, and
vegetables.

Like any other northern Nigerian market, they are hot ready for your
irrigational equipments, slaughters equipments, Animal husbandry
facilities, drugs and medical equipments.

Kogi
Lokoja is the capital city of this interesting market. From Oyingbo,
Agege, Ojota in Lagos state you can board Macarpolo bus, mini and
other buses, cars to Lokoja or Okene where you will find other means
of transportation e.g. taxies, buses, bikes to where you wish going.

They can be grouped as the Yorubas / Hausas.

There is an airstrip at Lokoja and the Ajoakuta Domestic Air port, at

54
Ajoakuta, from where you can enter the market.

There are eight native languages spoken in 20 local government areas

that are also your target market locations.

The common and most used languages are Ebira, Igala, Kaba, Ogoti
Ebira Koto, and English

As another target market spot you have is the Kogi state university at
Lokoja.

As in all main Nigerian’s market locations, target selling needed items

to the hotels. For instance, there is the Dabras Layout Hotel in Okene
to sell relevant goods or services to.

In addition, like you can do in other market regions plan and use the
state owned TV and radio stations to reach target customers in
Nigeria. E.g. use the NTA, Kogi / Fm radio Station, Otite Radio Am
station, full of loved local content and received by the whole of Kogi, to
reach and inform thousands of target buyers from the region about
your offers.

The two-day Kwechi festival of Ibira land toward December period,

would also offer opportunity to sell.

Besides, you can target customers from Okene Central Market, which
is the biggest in the region. They sell clothes, electronics, building
materials, foodstuffs, chemicals, etc, there.

There is also the Lokoja Central Market. Here there are markets for
electronics, cars, clothes / textiles, foodstuffs, etc.

Fishing activities blossoms at the Aingba Market. You can sell goods
or services that will enhance these activities.

55
In addition, you will find palm oil, iron ore, limestone in Okene and sell
related goods or services.

Some other major markets are located at Adri, Aijumu, Ajaokuta,

AnkpaDekina, Ibaji, Idah, Iga lamella, Lokoja, Kabba, Kogi ofu, Okeni,
Okene, Olamaborro, Omola Oyi, Rassa, and west Yagba.

The market would buy many of your offers.

Kwara
Ilorin is a good place to make sales as the capital city.

They are partly Yorubas and Hausas.

The capital city can be a good transit to other parts of the market.

There is the Ilorin International Airport at Ilorin and Bacita Airstrip at

Bacita from where you can enter the market through air.

There are 16 local government areas and 7 native languages.

Some major markets and locations to target customers are the

University of Ilorin (www.uniilorin.edu.ng ), Asa, Baruteri, Edu, Ekiti,
Kalama, Moro, Offa, Okeero, Osia, and Patogi.

This is another hot ready market for your goods or services.

Lagos
Ikeja is the capital city of this most commercialized market region in
Nigeria.

They are Yorubas. They are among the western Nigerian’s market.

There are 20 local government areas and 2 native languages in Lagos.

56
Enter Lagos by air via the Muritala Mohamed International Airport at
Ikeja and the Magbon Airstrip.

There are over 10 million people in the state.

The region is full of all sorts of commercial activities and it is a market

you can easily target to sell your goods or services faster.

People from all works of life and other places from the world live in this
great city.

Thus, there are a mixture of cultures, languages, and foreigners in this

city.

The most common language in Lagos is the Pidgin English, and then
the Yoruba, Igbo, Hausa and Efik / Ibibio come along as the most
common local content.

There are thousands of openings to sell in the Lagos market. For

instance, you would get young customers from the University of Lagos
(www.unilag.edu.ng), Lagos state University, Yaba College of
Technology, now City University, and the so many other institutions of
higher learning in the Lagos market region.

Many repair activities, refurbishing work, clothing, etc, are engaged in

Lagos. Thousands of buyers from all parts of Nigeria troop into the
market daily.

We have very busy seaports in Apapa and Tincan.

There is the Computer Village, a very large market in Ikeja for used
and new computers, mobile phones and accessories of various
makers.

Besides, there is the Alaba International Market in Ojo, the mother of

electronic markets, and a complete one-stop market in Nigeria. Here

57
you can get musical system of all makes and sizes (hifi, home theater,
CD, DVD players, recorders, duplicators, etc.).

There are television sets of all kinds and makes. Get electrical
appliances / equipments / materials (cables, switches, bulbs, etc.),
generating plants / parts, building materials, refrigerators, deep
freezers, motor saw, grinding machines, milling machines, household
appliances, automobile spare parts, etc. Customers troop in from all
over Nigeria to buy things for personal uses or for resell purposes.

There is the Idumota Market, the home of textiles, clothes, shoes,

bags, drugs, hair products markets in Nigeria. I call it the Dress Master.
In addition, there are spare parts, electronics, cosmetics, etc, here.

There is the Coker Market the home of building materials. Here you
can find all types of building equipments / materials like the cement
mixers, cutting machines, etc.

We have the Aluminum Village in Dopemu, Agege motor road—the of

all aluminum profiles, keys, glasses, drilling machines, fabrication and
related activities will do well here.

Lawanson refrigerator Market in Surulere is known for its large stock of

used refrigerators, deep freezers, and other refrigeration units.

In Adekunle we have a big air conditioner market. In addition, there is a

very large stock of saves, cabinet, and motorbike of all make.

In west Minster Market in coconut area of Lagos, there are hundreds of

thousands of imported used items like children toys, clothes,
household items, kitchenware, etc.

In Ladipo Market, you can get any used or new automobile parts
(trucks, cars, vans, Lorries, jeeps, trailers.

There is the Yaba Market a haven of used clothes and shoes.

58
There is the Oshodi Market, a highly commercialized area, also a trade
king on its own. The market is full of electronics and accessories, used
clothes, shoes, textiles, building materials, household equipments,
machineries, etc.

The Adeniji Market in Lagos Island is home of all categories of used

items and refurbishes.

The Berger Cement area of Lagos around the mile 2 is full of all sorts
of vehicles (cars, Jeeps, trucks, trailers, vans, Lorries, you name it).

The Ikeja area is full of factories and it is where the Muritala

Muhammed International Airport is located.

Victoria Island is a big corporate empire consisting of so many

branches and headquarters of banks, communication companies,
insurance companies, advertising agencies, courier service
organizations, other multi-national organizations, etc, in Nigeria.

Hotels and recreational centers spread around the state to

accommodate its teeming population. We have the Eko Hotels, the
Sheraton Hotel, the Federal Palace Hotel, and many others.

Thousands of hawkers cease the traffic congestion on Lagos roads to

sell all manners of products to commuters. They indeed sell
repeatedly.

In the streets, thousands of traders display one item or the other.

Uncover so many kiosks and sheds in front of homes at Ajegunle,

Bariga, Yaba, ketu, Surulere, Aja, Ikota housing Estates and so on.

There are thousands of commercial vehicles struggling to serve the

great population of Lagos.

59
The whole of Lagos is full of so much commercial activities that the
region can be said to be a big trade center and a very hot ready market
for any of your products or services.

In addition, the market region would serve as a transit to other major

markets in Nigeria. There are hundreds of thousands of buyers from
other states of Nigeria trooping into Lagos for one business or the
other.

In Lagos, there are all supporters of the major league in Europe and
America. Millions of men in particular watch Premier, Champion
league, Laliga matches. Like in other major Nigerian cities, these
football fans would buy items that carry their club’s logos.

Nassarawa
Lafia is the capital city of Nassarawa and is one hot location to hunt
customers.

They belong to the Hausas from the northern part of the Nigerian’s
market.

There are 13 local government areas and 29 native languages.

There are farming, trading, and other commercial activities in the

region.

Some of the major markets you can target customers from are located
at Akwanga, Awe, Doma Karu Kefi, Lafia, Nassarawa / Eggon, Obi,
Toto, and Wamba.

They have cows, goats, fowls, and sheep here.

Get more facts about the market at www.nassarawastate.org.

Tourism and Animal’s products would move well in this market.

60
Niger
Minna is the capital city of the Niger market region.

They are among the Hausas from the northern Nigerian’s market.
From the River Niger, you can get into the market through the waters.

Through the other parts of the Nigerian’s market, you can get into
Minna and go to other destinations.

There is the Minna Airport and the Shiroro Airstrip, which will assist air
travelers to the region.

The region has 25 ready to be exploited local government areas and

38 native languages (representing the cultures) in them.

There are many locations and sources to sell to, which include the
Federal University of Technology, Minna (www.futm.edu.ng) and some
other institutions, companies, villages, and social groups.

Some other markets to get customers from are situated at Agaje,

Agwara, Bida, Borgu, Bosso, Changhage eduti, Gbako Kontagora,
Lapai, Lawun, Magama, Mashegu, Minna, Muya, paikoro, Rafi, Tawa,
and Washishi. They are rich in herds.

Like other parts of northern Nigerian’s market farm products, irrigation

facilities and Animal’s products would flourish here.

Ogun
Abeoukuta serves as the capital city of the Ogun region.

There are 19 local government areas. Ogun speak one native

language. They are Yorubas.

The locations to get customers from are the business centers, hotels,
social clubs, schools like the Federal University of Agriculture in
Abeokuta (www.fuaab.edu.ng), other institutions, companies and other

61
markets located at Abeokuta, Ado-Odo/ Otta, Egbado, Ewekoro,
Idarapo, Ifo, Ijebu, Ikenne, Ime-ko-afon, Ipokia Odeda, Odgbolu, Ogun
water side, Sagamu, etc.

The market is another hot one to push in your offers.

Ondo
The capital city of the Ondo market region is Akure. Like other capital
cities, Ondo is one of the foremost customers’ getting locations.

They are the Yorubas, from the western Nigerian’s market.

Penetrate the market from other parts of the Nigeria through air, land,
and sea.

Akure has the Akure Airport for air travelers.

There are 18 local government areas in Ondo to explore. They have 10

major native languages in the market.

Educational materials and related services would boom.

Target customers from the Federal University of Tecnology Akure

(www.futa.edu.ng), other institutions, companies, local government
areas, villages, and some market locations at Akoko, Akure Idaure,
Ilaje, Ileoluji, which offers cocoa and kolanuts, Irere, Odigba, etc.

Like in other parts of the Nigerian’s market, opening of local industries

and selling related accessories would boom.

Osun
Osogbo is the capital city and one of the most commercialized cities in
the market from where to target customers.

They are among the Yorubas from the western Nigerian’s market.

62
Osun has one airstrip at Oshogbo for air travelers to get into the
market.

In addition, you can get into the market from other commercial cities in
Nigeria.

Presently, the region has 28 local government areas. The market has
one native language.

You can target customers from the Obafemi Awolowo University,

(www.oauife.edu.ng) at Ife, Ladoke Akinlola University, at Ogbomosho,
and the Bowen University at Iwo.

Besides, to give ideas of what to sell in Ilesha, there is rice and cocoa.

In addition, there are market locations to sell at Atakumosa, Ayedire

Ede, Ejigbo, Ife, ifelodun, Igbajo, Ilesha, Ila, Irewole, Iwo, Obokun
Oriade Oroa, and Oshogbo.

This is historic market region as well and would be rich in tourism

development.

Oyo
Ibadan is the capital of the Oyo marker region.

This is the largest city in Africa and the home of the oldest university in
Nigeria, (the University of Ibadan, www.ui.edu.ng).

The market region consists of 32 local government areas.

They speak Yoruba as their native language. They belong to the

western Nigerian’s market.

Ibadan has a domestic airport from where you can enter the market.

One good location, to target customers is the Dugbe Market. Dugbe

63
has great markets for electronics, foodstuffs, building materials,
textiles, clothes, etc.

There is the Ogunpa Market, which flourishes with Aso Oke (traditional
Yoruba textile) and other textiles and the gate market, which sells
electronics, spares parts and other items.

There are building materials in large quantities in both markets. You

can enter the Bere Market, which offers traditional drums. The Oje
Market is full of foodstuffs, textiles, traditional attires, and other locally
made clothing and materials.

Other market locations to sell are located at Afijio, Atiba, Atigbo

Egbeda, Ibarapa Ido, Irepo Isejia, Iwajowa, kojola Ogo Oluwa, Ona
Ara, Orire Oyo, Sai, and in Surulere.

Oyo’s market region is the heart of the Yoruba’s origin and like other
western’s market region, there would be need for educational products.

Plateau
The capital and most commercialized city of this windy market region is
Jos.

You can enter Jos from other parts of Nigeria. They are among the
Middlebelt Nigerians.

There is an airport in Jos. In addition, there is the Maingo Airstrip at

Maiango, which air travelers can use to visit the region.

With 17 local government areas, you have a huge prospect.

They have 48 native languages.

Some locations to target prospects are at the University of Jos

(www.unijos.edu.ng ), other institutions, companies, and some other
major markets located at Barakin / Ladi, Bassa, Jos main town,

64
Kanke, Mangu, Mikang, Pankshinriyom, Shendam, and Wase.

The hilly market region has plenty of precious stones.

Mining, tourism, and related services would boom here.

Rivers
Port Harcourt the garden city of Nigeria is the capital of Rivers.

There are 22 local government areas and 23 native languages.

Rivers belongs to the south-south Nigerians, members of the Niger

delta region of Nigeria.

Go into the Oil rich region from other surrounding regions like Aba,
Calabar, or Uyo, or use flight from other airports from Nigeria to the
Port Harcourt International Airport.

In addition, there is a seaport in Port Harcourt from where to get into

the market.

You can get customers from the University of Port Harcourt

(www.uniport.edu.ng) and the Rivers State University of Science and
Technology. Other market locations include the Railway line Market in
Port Harcourt (where they sell used clothes, shoes, foodstuffs and a
whole lot of household items and essential commodities) and the Town
Market where many Items are available for sale.

In addition, there is the Nembe Market (water side) in Creek Road

where there are a lot of fish, crayfish, shrimps and locally distilled gin.
There are the Romokoro and Elele where there is large building
materials market. There is also, the Abua Market where there is large
quantity of ogbono seed, bush meat, gin, etc, and Ahoada, where there
is fish.

65
Yet other market locations are at Akuku Toru, Asari Toru, Degema,
Emohua, Etche, Obio / Akpor, Ogu / Bolo, okrika, Omumma, Opobo/
nkoro, and Tai.

Some other institutions, clubs, companies, social groups, / bodies,

unions, etc, are good links to sell.

Generally, this market would need goods or services from the fishing
industry. In addition, Oil services firms would flourish here.

Sokoto
Sokoto main town is the capital city of region.

There are 22 local government areas.

It has two major native languages.

They are among the Hausa/Fulani from the northern Nigerian’s market.

Among other activities, they rear a lot of goats, sheep, cow, fowls, and
engage in other types of farming, leather works, tie and dying, trading,
tailoring, and such that go on in other northern Nigerian markets.

You can catch up with the market from Abuja, Minna, Lagos, and links
from other major cities in Nigeria. Take a flight from other major
airports to Sokoto at the Sadiq Abubarkar III International Airport.

There are hundreds of thousands of hot ready users of goods or

services from companies, social clubs, unions, institutions as the
Usman dan Fodio University (www.udusok.edu.ng).

There are other major market locations at Binji, Bodinga, dange /

shunte, Gada, gudu, Gwada Bawa, illela, kebbe, Kware, Rabah
Shagari, Silame, Sokoto, Tangaza, Tureta, Wurno, Yabo, etc.

66
For more facts about Sokoto visit www.sokoto-state.com.

Slaughter industry and equipments, irrigation facilities, and Animal

husbandry facilities would move well in this market.

Taraba
Jalingo is the capital and one of the most commercialized cities of the
market region.

There are about 73 major native languages spoken in 15 local

government areas of the market.

They are Hausas and among the northern Nigerian’s market.

Search out the market from some other northern cities of Nigeria.

They have an airstrip in Mambila.

In all, you can target your customers from the hotels, villages, social
clubs, associations, colleges, and other companies.

Some other major market locations to target customers in Taraba are

Ardo kola, Bali, Donga, Gashaka, Gassol, Ibi, Jalingo, Lau, Sardaina,
Ussa, and Zing.

For more facts about the market visit www.taraba-state.com.

Like in other Northern part of the Nigerian’s market, slaughterhouses

and equipments would flourish in this market. Animal feeds, Water
pumps. Irrigation facilities, storage facilities, fertilizers would also,
boom.

67
Yobe
Yobe has Damaturu as the capital.

Find this market from direct links or cities from other northern regions
of Nigeria.

There are nine major native languages spoken in 17 local government

areas.

There is an airstrip in Nguru.

Some of the major market locations are as follows: Adamawa, Borsari,

Damaturu, Fune, Gogaran Gugba, Nguru, potiskimi Tarmua, and
yunusari.

They are also rich in herds and vegetables.

Slaughterhouses and equipments would flourish in this market.

Animal feeds and Bans, Water pumps, Irrigation facilities, storage

facilities, fertilizers, and other items the northern market region seek
would be highly needed in this market.

Zamfara
Gusau is the capital city of Zamfara. The region embraces the Sharia
rule.

The dwellers are Hausas.

Like for any market region, you can get links and make a way into this
market from other Nigerian cities.

There are 14 local government areas, which represent some major

target markets for you to hit.

They speak nine major native languages in the region.

68
Some of the major market locations to target for offers are Anka,
Bukkuyum, Bungudu, Chafe, Gusua, Isa, Kiyama, Maradun, Mani,
Shinkafi, and Talata / Mafara.

Gather more facts about the market at www.zamfaraonline.com.

They engage in weaving, trading, farming, etc.

They would need the items and services other northern Nigerian’s
market need.

The above extensive locations confirm the existence of millions of

physical ready buyers and a world of opportunities to sell your offers in
Nigeria today.

The next step is to look at and list out those angles of peeping at the
hearts and deeply understanding those you will target as your Nigerian
customers. This brings in the next important information needed to
build your required customers getting intelligence base on.

Step 3
Comprehend target Nigerian Customers

The above would require your organization to establish the

enlightening and necessary approach to go through and investigate
those vacant windows of seeing things from your target Nigerian
customer’s perspectives; realizing these customer’s feelings, knowing
their limitations, strengths, likes, dislikes, fears, hopes, goals, beliefs,
plans, etc, as would help you create the strategies, and acquire the
competences of periodically dealing with Nigerian prospects to provide
desired goods or services.

Following some analyses, the best logical way you can commence this
process of understanding your target customers would be to group
them into easy to study and assimilate groups.

69
Meanwhile, it has been hinted that the periodic Nigerian market’s situations brew
the hearts conditions of target customers more than anything does. Inversely, the
conditions of target Nigerian customers’ hearts reveal the positions the Nigerian’s
market periodically takes.

By looking deeply into their regular responses to emerging demands in

their survival trails and activities therein, you can better understand
and maneuver to buy your target customers hearts over for your offers.

Again, use the market situations and their prevalent ways of living to
establish the information you’d need to build and integrate this part of
the sought after intelligence base.

For the moment, note that every Nigerian customer is unique and we
can never establish as one, the very clear-cut behavior of more than
one Nigerian customer. However, we can establish the common
behaviors, attitudes, goals, hopes, likes, and cultures of the target
customers.

Therefore, to ease your understanding of these target Nigerian

customers, let’s group them into three categories: (1) those from the
six geo-political zones of Nigeria. (2) Those from the secular fields of
Nigeria and (3) all those joined from (1), (2), and those not yet treated
to form those we can call your usual Nigerian customers.

To start with, from the six geopolitical zones in Nigeria, we shall

summarize the main groups of target Nigerian customers into only tree
zones (the northern, western, and eastern parts of Nigeria).

From here we will seek to ascertain their common attitudes, behaviors,

goals, hopes, fears, cultures, beliefs and what can be said about them
that would help us better understand them.

Note: like previously said, the periodic events in these zones affect and
generate newer ways of thinking, ambitions, and purposes of living.

70
At the end, the following ideas would lead to what your targeted
Nigerian customers from the six geo-political zones would be like. Note
that the figures sited in the following deliberations are only estimates
brought in to give you ideas of what the population is like.

Understanding customers from Nigerian six geo-political Zones

(A)
Most target customers from the northern part of Nigeria, approximately
43,000,000, would need businesses to be organized, and operators
honest, trustful, skillful, loyal, and expects more direct approach while
making offers.

They would want your business organization to avoid prying into their
privacy.

They are organized, caring, calm minded, solid, and generous.

The males mostly engage in deep trading. They are great merchants.

They would always watch to read levels of sincerity of any dealings

and need to be firmly convinced.

They are mostly the Hausas and Hausa -Fulani.

Their cultural background is very interesting. They are down to earth

cultural and have some core values therein. They enjoy entertainment
(dances, songs, marriage ceremonies, etc.).

(B)
The western Nigerian customers of about 31,000,000 are business
oriented, highly motivated, peace loving, wise, easy-going and
cautious. They are merry makers, long talkers, praise lovers,
respectful, the most educated Nigerians, dance and music lovers, and
highly cultural. They believe in a blend of deities (Christianity, Islam,
and paganism).

71
These people are mostly the Yorubas.

They are mainly from the Ekiti, Lagos, Ogun, Ondo, Osun, and Oyo
market regions of Nigeria (south westerners).

One little thing about the Yorubas, which can help us further
understand them is if any clash should occur between some one and
anyone of them, they are likely to recede to the background and
endeavor to gain from the situation. They are very calculative.

(C)
The target customers from the eastern part of Nigeria consisting of
about 27,000,000 are mostly the Anangs, Efiks, Ibibios, Igbos, Ijaws,
Isekiris, and other tribes.

These tribes come from the Abia, Akwa Ibom, Anambra, Bayelsa,
Calabar, Delta, Eboyin, Edo, Enugu, Imo, and Rivers market regions of
Nigeria (the South-South and South-East).

If you ask me, I would call them the Aro children.

They have a domineering or fearless spirit, a strong focus on a

particular trade, determined attitude, are bold and loud talkers, and
very intelligent, fast thinkers especially about money spinning ventures,
ideas, and opportunities.

They would enjoy praises, fast deals, and “being-among.”

They mostly engage in import / export businesses e.g. importation of

automobile spare parts, household wares, electronics, textiles, used
clothes/items cosmetics, etc.

Like previously mentioned, not minding their ethnicity or the

geopolitical zones, you can further understand your target Nigerian
customers by grouping them into categories of certain secular
customers getting values they offer.

72
These groups can be identified and established from their common
standards of living, ways of life, professions, cultural backgrounds,
educational achievements, and experiences, goals in life, and beliefs
that are rampant in the Nigerian’s market today.

From the above perspective, we will categorize the average Nigerian

customers into four obtainable groups: “the value and convenience
conscious,” “patient customers”, “core impulse buyers,” and “free
buyers.”

Let’s briefly go through these secular categories of Nigerian

customers.

Secular categories of Nigerian customers

(A)
The first category of the secular potential Nigerian customers can be
taken as those who would sternly scrutinize organizations, personnel,
products and before allowing themselves to be talked to or be directed
/ guided in any form for patronage.

They would check and seek to balance, the standards, prices, life
expectancies, conveniences, and needs fulfilling capabilities of the
goods or services before buying.

For the above reason, we can call them “value and convenience
conscious.”

Note from the above that they would require the most captivating
methods in terms of marketing maneuvers and the very best they can
obtain from an organization.

We can call these possible demands “the drive of excellence” from

these target class of Nigerian customers.
In a way, these excellence-driven customers would require an
organization to project those high qualities in ways which would make

73
them hunt for the same qualities.

It becomes a case of customers saying, “I know what I want” and the

business replying, “I have exactly what you want at the price, time and
place you want it,” and let it be truly so.

A deeper study of this group of Nigerian customers would reveal that

they would welcome negotiations and explanations that would help
them not make wrong or regrettable purchases.

They would somehow be on guard and appreciate the best to be

delivered. In most cases much are expected of them from where they
have responsibilities.

In some cases these customers are accountable for a given body’s

(organization, club, social group, institution, etc.) purchasing needs.

Thus, direct major buyers like the rich potential individual customers,
Industrial buyers, institutions, governmental agencies, representatives,
and corporations in Nigeria justifiably dominate this class of customers.

(B)
Let’s take this other class of hoarded customers in Nigeria as those
who wait for the right time, conditions, and financial strength to buy in
order to solve certain biting, persisting, frustrating problems or fulfill
other pressing needs.

It would be realized that as they patronize, these customers would

have one or a mixture of the following nature namely, ego to raise,
pride to glow, class to sustain, responsibilities to shoulder, and goals to
attain.

For their consistency in keeping wide-opened, eyes and ears clued to

the grounds and waiting for information about any available
opportunity to buy what they had wanted and preferably, at a reduced
rate, now we can call these “the patient customers.”

74
For Instance, most Nigerian women who save and plan to buy
wrappers and other textiles, bags, shoes, jewelries, etc, for occasions
belong to this class of buyers.

Salary earners, most unemployed business-minded Nigerians,

students, and youths who set certain targets for themselves are among
this class of customers.

The age group of these customers class is 15 – 65 years.

(C)
There is another class of customers we can call the “core impulse
buyers.”

These customers have some strong gratifications that drive them to

hunt for the latest in town.

At times, they buy because they have come across and instantly
believe they need or feel attracted to, and make a hasty decision to
buy certain.

This means that these Nigerians can buy what they did not plan for,
provided they suddenly develop a strong desire, or are strongly
inspired, motivated, driven by curiosity, and feel rigorously steered to
own or obtain the goods or services you may offer at a given point in
time.

Most of these Nigerian customers would like to impress others, be

among the first to know, use and give out, be among admired class of
people and make fast money.

Most female Nigerians between the ages of 15 – 65 and thousands of

business-loving and Internet-friendly young Nigerians between the
ages of 12-40 belong to this class.

75
(D)
Lastly, there is this class of Nigerian customers who are just there
without belonging to any of the above groups of buyers.

For instance, some would be in class A and move to B when they feel
it is necessary.

One thing about these customers is that they could have their minds
easily changed by friends, family members, colleagues, and
circumstances.

It would be discovered that they would like to join the bandwagon than
any other class of Nigerian customers.

We can call this class of Nigerian customers “the free buyers.”

Believe me, there are millions of free buyers in the Nigerian’s market
today.

Besides the above, we can categorize your target Nigerian customers

based on their age groups, dwelling places (city and rural), direct
occupations, and from that bases establish their common characters.

For instance, goods or services can be aimed to directly hit the

Nigerian children, babies, women, middle class men, old men, old
women, and the young irrespective of the above categories.

There are millions of students in Nigerian universities, colleges of

education, polytechnics, corporate class (men and women), traders,
job seekers in the active class of Nigerians of over 54,000,000 to
target, and about 52,500,000 dwellers in the urban areas and about
87,000,000 in the rural areas waiting for offers.

This class comes up for their basic or common needs, which your
offered goods or services could fill.

76
The mergence of these common needs with the market’s situations
can lead to the understanding of your target customers.

Now let’s stop for a while. If we analyze all of the above, you would
identify certain findings as representing that of anyone that can serve
as your targeted average Nigerian customer (the normal Nigerian
customers).

As a summary, let’s have a look at this.

The normal Nigerian customers

• From whichever angle it may be viewed, your normal Nigerian

customers would be discovered to be somehow secured,
contented if he has enough to eat, shelter to stay, clothes to
wear, time to play, health to work, jobs to be occupied with,
reasons to love, pride to glow, etc.
• Inherently millions are dependent on one deity, superior power or
the other. Depending on their attachment to what they worship
and for which these customers are subjected to, they
unconsciously, subconsciously or consciously tend to reject any
other thing that promises to give them total independence and
freedom of choices, protection, directions and provisions other
than their object of worship. For instance, approximately
75,000,000 Nigerians mostly in the northern and some western
parts of the Nigerian’s market are Muslims; 60,000,000 mostly
from the Middle belt and the eastern and western zones are
Christians of which 4,000,000 are Roman Catholics and
15,000,000 from all over the Nigerian’s market have their
indigenous beliefs. Their religious beliefs have a great effect on
their choices of what, when, how to buy and sell. From the above
situation, they yield to curiosity, fantasy, and adventure.
• They believe in hard work and are business inclined, ready to
pick up any moneymaking opportunity.
• They love entertainment (songs, dances, plays, games, etc).
• They are cautious, smart, intelligent, always on guard, very

77
 watchful and ready to pick any indication of insincerity.
• Millions (especially the women) would be comfortable concealing
their true feelings from those who may seek their opinions.
• They would hate intimidation and when the hit is on them, they
would likely find a subtle way to pay back.
• They rarely allow problems to bother their minds and have a
strong focus on what they wish doing. For instance, Nigerians
are among the happiest people on earth today.

You know, the above findings bring to our minds the belief of many
councilors in the field of human relations. That is, to fit in hearts capturing
incitements you’d need to learn and avoid what would strip off your
maneuvers, by deeply understanding that one. This forms another eminent
platform to identify, build on, and work with.

We are aiming at the identification of slippery customers getting

grounds, which can be derived from the establishments of the reasons
resistance, could emerge from the market.

Again, as materials to build the intelligence base upon, the Nigerian’s

market has clearly called for the establishment, usage and has hinted
the right positions to take in order to pick up these reasons as they
may spring up their debarring heads. Let’s see how you can detect and
institute these hints for your customers getting intelligence base.

Step 4
Pertinent reasons Nigerians may be resistant

Here you are called to look into the diverse available sources and
from time to time be in those capacities of gathering the most common
complaints, constant fears, enduring wishes, frustrations, common
dislikes, lasting hopes, expectations, and established criteria for target
Nigerian customers patronage. And in case of industries, the hunt
should be for sustained cultures, common industrial incompetence /
lacks, policies, etc. Then, place the right tools in order to swiftly,
conveniently, accurately and effectively identify, then establish what

78
will logically or judiciously cause your target Nigerian customers to
raise anything within themselves to prevent your implemented
marketing / selling maneuvers (customers getting maneuvers) from
having any effect on them, especially as would lead to patronage. We
can call these, the pertinent reasons Nigerian customers may be
resistant.

We shall consider these reasons for resistance from the three

backgrounds of sellers, (1) Those who sell offline, (2) Off and online,
and (3) Those who sell online.

It is important for the success of your business to build the required

intelligence base with these reasons as a part. These reasons will aid
you to generate the periodically needed knowledge of what to avoid,
reject, plan against and destroy along your organization’s customers
getting process. This has priceless customers getting values.

Shawn Anderson, the author of “Soar to the top, rise above the crowd and fly
away to your dream”
puts it this way “Success become probably when you REJECT failure and all
momentary set backs that could impede the ultimate achievement of your dream.”

With the previously mentioned three backgrounds in mind, we will

focus on resistances toward the traditionally-formed and web-based
businesses from the following four angles of thought:

Some reasons Nigerian customers may resist.

The three major reasons Nigerian industrial buyers may resist.
The reasons the organization may initiate resistance. (Here we
shall see how the organization can cause resistance from their
web sites.)
Some instances sellers can cause resistance.

Let’s reflect on these one after the other.

79
 Some reasons Nigerian customers may resist

1) The majority of your targeted Nigerian customers have inborn ways

of reading business presence in their territories.

Believe me, they will really know about any business than could be
thought possible.

For instance, I often sit down among some people in drinking parlors in
most public places, brainstorming, chatting about businesses, and
seeking to understand Nigerians deeper. In the process, I discover
how much the local people know about businesses or companies that
operate around them.

The point is, if for any reason they happen to spot something wrong
with what your business provide for them, know in good faith that there
would definitely be a “wave of murmur” or gossip about the identified
flaws in the market.

Should there be anything wrong with the manners of operations and

your organization feels it does not just matter; these “waves of
murmur” can be the unseen predator that is capable of hunting down
the positive impacts of your organization’s marketing activities.

Strikes, panics, distresses, lose of confidence, mistakes, ignorance,

confusions; some least expected circumstances, etc, can trigger off a
strong wave of murmur, what we can call the hidden predator of
exceptional marketing. If this predator should swing into full action,
your organization should be sure of losing many potential customers
from the targeted Nigerian’s market.

2) The differences between a salesperson’s, marketer’s, or market

executive’s (a noticed or observed seller) and the Nigerian customers’
educational backgrounds, orientations in life, standards of living, ages,
levels of awareness, levels of responsibilities, etc, often trigger some
marketing undermining reactions. We can call these reactions “flashes

80
of sentiment.”

With the effects of beliefs, pressures, disappointments, economic

situations, and things as these, these “flashes of sentiments” can grow
into jealousy, anger, feelings of dejection, and other ill attitudes, that
may linger in the minds of these customers while marketing or selling
to them.

These situations are often encouraged by the careless ways some

salespersons or marketers canvas, or their incapability of effectively
reading situations before approaching potential customers, swiftly
identifying indications of the emergence of “flashes of sentiment” and
bridging the communication gap.

This sort of situation would often get worse as most target customers
may not let the seller or others know why they (the customers) fail to
yield in for patronage.

3) One can also note that some TV commercials, adverts on papers,

magazines, billboards, etc, in a way avoid centric Nigerian content in
their programs.

By core Nigerian content, we would be looking at reflections of the

hub of Nigerian masses ways of lives in commercial activities. I mean
what is practically obtained from the core Nigerian’s market situations.

Most commercials in Nigeria have averagely been portraying the rich

class life styles, which revolves around the western cultures.

It is true that many Nigerians are deficient in reading and writing the
English language, but they have effective ways of getting information
across among themselves.

Nigeria warmly embraces and seeks to lead the persisting gentle

awakening breeze that is blowing across the African market.

81
This is affecting the average Nigerian customer’s acceptance of what
they believe is not part of them. The Nigerian masses have strong
values for their locales. They would inherently protect these. In fact,
they are shedding off some conflicting western cultures. Even if they
would need technology, they need their values along.

Yes, Nigerians are consciously making changes (culturally, religiously,

habitually, educationally, socially, and politically and other ways of
living.), which are packed with centric –Nigerian contents.

Promotional, marketing, or sales activities not carried along by this

breeze of changes can initiate bases for resistance.

4) Racism and prejudice can render your organization’s marketing

maneuvers unsuccessful.

There are many ethnic groups in the Nigerian’s market.

If your organization promotes offered goods or services through one

particular ethnic group, there is likely going to be a stumpy outcome,
unless the organization intends targeting a particular class of Nigerian
customers.

Not remaining neutral or common when targeting the general Nigerian

peoples and wish to expand thereafter can cause a serious resistance
in due course.

5) The Nigerian’s market is superstitious as reflected in their ways of

doing things, attitudes, and expectations.

Assuming your organization has a shop in a given Nigerian territory,

where the belief exists, note that customers may not like to pass under
the rope to patronize.

Many of target Nigerian customers believe that handing over any item
with the left hand would yield evil. Salespersons who fail to note this

82
may face a tangible passiveness in response.

Most Nigerians believe that what happens in the morning can affect the
way the whole day goes. They apply this to the beginning of weeks,
months, and years.

Thus, you demand the customers to make a buy on Mondays or the

mornings, the customers may believe that the spending will continue
the whole day, week, and so forth, thus remain reluctant.

As a result, with poor timing would come a degree of resistance.

Some customers believe that eating snakes, bats, cats, snails, dogs
and some other animals are abominations. Others deify these animals
while others in other parts of the country eat them.

The point is, if a territory, town, or city that promote these beliefs are
targeted and revered, hated, or avoided colors are used (e.g. red,
black, white), animals (e.g. black cat, snake skins in bags, shoes,
belts), slogans, pictures (e.g. half naked women, etc,), characters in
adverts / marketing or selling maneuvers are employed, there will be
resistance.

6) Shyness is another thing that can lead to resistance.

For instance, some high salary earners would not like to bring
themselves down in the public, to buy what they believe belongs to the
low-income earners.

This class of customers would be shy to buy if offers are sold in the
public or very open place.

They have their ego to protect. Nigerians like belonging to certain class
and would do everything to protect their interest there.

83
Apart from the above fact, if research is on, some shy potential
customers may hide resourceful hints, which would have put the
marketing strategies on a winning phase.

At the end, your organization would experience a tangible degree of

resistance when marketing or selling from recommendations made
from weak researches.

7) Most Nigerian customers may be already scared of an

organization’s price tags. They may imagine that the price would be
high and rail against going near your offers in the first place.

8) If the customers begin to feel that your offered products are not
suitable for the season, their climatic conditions, weather, or
geographical locations, they may find it unwise to patronize. Imagine
selling raincoats in the hot northern part of the Nigerian’s market and
low axis cars in erosion- affected parts of the Nigerian’s market.

These are just a few among a host of other reasons you may be
resisted by your target individual customer.

Apart from the above, Let’s face the three major reasons possible
industrial buyers may discontinue.

The three major reasons Nigerian industrial buyers may resist

1 There are a number of unfriendly organizational and governmental

policies (like limits, standards, conditions, like bans, licenses, etc.),
which will cramp the efforts of most industrial buyers to get what
they would have required.

2 Most potential industrial buyers find it very difficult obtaining loans

from banks. Thus, they cannot buy most of the products they would
have needed.

3 In Nigeria, there is a huge lack of technical knowledge of most

84
 industrial equipments. Of course, many engineers lack the
knowledge to operate or repair some equipments, which their
organizations would have bought from you. If these organizations
must buy, they must bring in expatriates from the country of origin of
the equipments. Therefore, even if these organizations need some
of the equipments, it would make a whole lot of sense not to buy
due to the huge cost associated with the maintenance and even the
shipping. Thus, they would seek the alternative.

Now, let’s consider some of the reasons your organization may initiate
resistance.

The reasons an organization may instigate resistance

These are:

1). Your organization’s belief that some information published by

foreign media about the literacy level, health, hunger, and other ratings
of the Nigerian’s market, are wholly true.

You must have heard or read of discouraging figures of negative

situations and circumstances in the Nigerian’s market.

For instance, you would have heard or read that certain millions of
Nigerians die of some sorts of illness every day, go hungry, cannot
read and write, etc.

We can call these figures “monstrous- numbers.”

For the sake of clarity, these figures are there but not as painted when
viewed from a sales generative standpoint.

In a sense, these “monstrous-numbers” have taken a huge number of

possible Nigerian buyers from passive organizations.

85
It does this by creating the illusion in the organization, that these huge
figures of potential buyers are not there, capable, ready, literate
enough, are ill, unhygienic, etc.

I have nothing against these numbers.

The point is that they are killing the motivation your organization would
have otherwise put forth to examine and explore the Nigerian’s market.

Why the blame on your organization?

It is very simple. Instead of being scared out of competition from the

Nigerian’s market, your organization would have used the “monstrous-
numbers” provided by some institutions to establish the required target
customers or potentials they have to hit in the Nigerian’s market.

For example, if twenty million Nigerians are unemployed, instead of

counting these as those who do not have the financial power to buy,
take them as established number of prospects that can be targeted as
resellers, affiliates, or vendors of offered goods or services.

At the end, foreign-based investors or organizations who depend on

and believe as limitations the inherent insinuations of the “monstrous-
numbers” will find it difficult to establish what, how, when, and where to
start any business in Nigeria.

In addition, they may put forth feeble efforts that can lead to Nigerian
customers considering them as insincere and as a result, a good
degree of resistance will set in.

If your organization pushes to enter and sell but is really hit by the
scare of the “monstrous-numbers” their activities would be stymied and
the average Nigerian customers are very likely to read any feeble
efforts and would be exposed to resisting the organization.

86
2). The lack of awareness can make your organization miss out of the
Nigerian’s market.

For instance, if your organization has a well designed web-site, but

lack anybody or means in the Nigerian’s market who would make
known the website to as many potential customers as possible, then
there would be a kind of relaxed attitude to get your unpopular
products or services.

In all sense of it, the lack of using affiliates, agents, marketers,

representatives, and others who already know the target Nigerian’s
market inside out will cause your organization to lose millions of
potential customers.

3). The lack of convenient shipping and handling facility would make
your organization’s products uncomfortable to purchase.

Industrial buyers in Nigeria have a strong yearn for cheap, fast, and
convenient means of conveying their consignments to them.

Poor facilities and your organization’s inability to convey consignments

will discourage targeted customers from buying.

4). The failure of your organization to create and make popular the
advantages and the opportunities associated with offered goods or
services can make Nigerian customers passive about patronage.

5). The fear of taking risk from all aspect of it is another factor, which
can cause your organization to lose out from the Nigerian’s market.

6). The above point can be exhibited by designing web sites that
primarily have no intensions of serving customers from the Nigerian or
African markets.

For instance, in their web site(s), your organization can reflect the
above by depicting, referring, uncaring, and discriminating approaches

87
from published policies, terms of use, conditions of services, etc.

Some would even elude convenient means of collecting payments

from Nigeria online.
Others fail to get soft wares, and other e-products to orient with the
needs of most Nigerian users. And

8). Failing to make proper arrangement e.g. door to door delivery, with
courier service organizations that have presence in Nigeria for
shipment of parcels to customers.

Apart from the above, there are several instances you as the individual
businessperson or the seller can originate resistance from Nigerian
customers.

Let’s throw some light on these.

Some instances businesspersons can fuel up resistance

1) Experts in the field psychology affirm that the hereditary background

has a way of influencing a person’s level of perceptions, methods of
doing things, attitudes, and beliefs.

If you as an individual inherited the spirit of not taking things so

seriously, a negative perception of the Africans can easily have a way
into his / her heart and be noticed through displayed behavior.

This will find another way to affect the level of acceptance of the
Nigerian customers. Besides, sickness, relaxed attitude to work,
procrastination, some less appealing attitudes or behaviors, can be
inherited and at the end negatively influence the ways targeted
Nigerian customers would view them. These are capable of fronting
some real amount of resistance.

2) Indiscipline on your part can negatively affect the way your target
customers would accept you.

88
3) The social, political, and economic influences from your
neighborhood have ways of affecting you individually and hence your
success height when marketing.

4) Racism, prejudice, or tribalism can even emanate from you

individually as the seller if you are indoctrinated while staying and
operating from areas that promote racial discrimination. From this
foundation, other environmental influences can sneak in and shut off
your minds from embracing and accepting the backgrounds from
where you can better strategize and hit target Nigerian customers.

5) When you fail to channel you, energy, aura, or spirit into the venues
where customers would be positively attracted for offers and both
goals, resistance can set in.

Conclusively, the above cases reveal one fact; while going for your
business or selling goals, you need to project, identify, and engage in
Nigerian customers desired, required, expected, needed, and accepted
business activities. The market’s situations call for that.

The Nigerian’s market has thousands of existing business

organizations that have adhered to these sorts of demands and are
now making real money and attaining other heights.

There is a strong need for you as an interested seller to look at these

organizations and derive the common criteria they have been sticking
on to get their customers flowing from the Nigerian’s market.

The list of these criteria or self-scrutiny hints would add to structure

your required intelligence foundation for evaluating Nigerian customers
getting strategies.

89
 Step 5
Learn from booming Businesses in Nigeria

The method I yielded to for this was to look into the major sectors in
the Nigerian’s market, studied, and listed out many complaints, fears,
disappointments, expectations, limitations, reasons for resistances,
nature of the average Nigerians who make use of the available goods
or services in each of the sectors. Analyzed and established common
needs, hopes, desires, etc, of customers in these sectors. Prepared a
list of what they would require as criteria for their repeated patronage.
Then I looked again into the sectors to select some business
organizations (one for each sector) that have gone through many odds
and directly heeded these criteria for patronage and are getting flows
of customers. At the conclusion, I prepared a list of confirmations made
by booming businesses in the cross section of the Nigerian sectors, as
the lessons taught or criteria for patronage set by the Nigerian’s
market.

From the above background, you can prudently use the behaviors of
successful business organizations in Nigeria, to periodically plan,
establish, and plot your survival track by dealing with the target
Nigerian customers as required, while pumping your offered goods or
services into the market.

Let’s look at the findings I made so far.

For instance,

AVIATION

VIRGIN NIGERIA
They were previously Nigerian Airways, but in the year 2004 they
began floating as Virgin Nigeria.

This was after the federal government secured 51% and Virgin Atlantic
49% of the organization.

90
With the standards, cognate experience, quality service delivery and
other great airline disposition of the Virgin Atlantic merged with the
determination, focus, and zeal of the new birth Nigerian contributions
to the new airline, Virgin Atlantic has already comfortably secured one
of the foremost airline positions in the industry.
For instance, in the field of product designing, they launched the online
payment system in July 14, 2006 to facilitate easy and convenient
payment for their customers.

In all, the standard they adopted from Virgin Atlantic, the friendly and
decent operating environment one can enjoy now, the great oversight
of the chairmanship of Conrad Clifford, the magnetic advertisement
programs, among other factors, are getting Virgin Atlantic on the verge
of becoming one of the most reliable airlines in the world.

BANKING

INTERCONTINENTAL BANK PLC

The Bank got into the floor in 1989 as a merchant bank under the
name Nigerian Intercontinental Bank Limited and launched business
with paid up ordinary share capital of N12 million.

In five years from its time of commencement, it soared to the most

profitable merchant bank in Nigeria.

In 2002, Intercontinental was listed the Nigerian Stock Exchange with a

fully subscribed IPO of 283,995,000 ordinary shares.

During the pre consolidation period in the Nigerian banking system,

they selected and merged forces with banks that have great values in
what they wished to retain as their strength. They went with Equity
Bank limited, Global Bank plc, and Gateway Bank plc.

One fascinating thing about the bank is its determination to retain the
same brains behind its oversight and other activities. For instances, as
at the time of completing this book (September 2006), Intercontinental

91
still had the same board of directors that started the bank with them.

That coercion of their labor force has yielded great rewards. For
instance, they remain one of the biggest banks in Nigeria today.
They are regularly recharged with innovations, service development,
and product brands introductions (they have the highest number in the
sector).

As at 2006, they had N51.7 bn capital base.

This kind of financial strength has backed and stimulated their interest
in SME financing, mortgage, capital market, insurance, etc.

BREWERIES

GUINNESS
‘The Black Uncle’ (the name I call it), Guinness, initiated its operations
in Nigeria through trade importation and distributions in the forties.

It grew to the point where the demand for it was outstanding. To

handle the situation it took the initiative to build its first breweries at
Ikeja in 1962.

Besides, persisting in brewing the rich dark tasteful and very enjoyable
beer, Guinness has been involved in the activities of Nigerians, to
sustain their competitiveness.

They go the extra mile to blend what they have (their blackness in
particular) with the culture of the consumers, and register a serious
eagerness to stay and play in the hearts of the consumers.

For instance, with the support of their parent company Diageo Plc,
Guinness is known for the promotion of Nigerian arts and culture
through their series of sponsorship of art competitions and artistic
works.

92
Today Guinness brands include foreign extra stout, Guinness Extra
smooth, Harp, and Malta Guinness.

Let’s consider the way Nigerian Breweries Plc has been striving to
comply with the market criteria for patronage.

NIGERIAN BREWERIES PLC

This organization was incorporated in 1946 and remains the pioneer
and the largest brewery in Nigeria.

I noted the will of making use of the available opportunities and taking
charge of events while making themselves relevant to the industry in
them.

In their kitty, they have Star larger beer first brewed in 1949, Gulder the
Ultimate in 1970, Maltina in 1976, Heinekens that re-entered Nigeria in
1994, legend stout in 1992 and Amstel Malta in 1994, Gulder Max in
2006.

Nigerian breweries Plc has demonstrated a great deal of interest in the

education of Nigerians.

They also extend their helping hand in sponsorships of sporting

activities.

In Gulder Ultimate Search an adventurous and entertaining program

like Big Brother Africa, enjoyed by millions of Nigerians, Nigerian
Breweries have removed doubts that they are eager to spend their
earnings with their target market.

Everybody practically gets involved and this has helped bring Gulder to
its esteemed position in the Nigerian’s larger beer world.

93
Besides, Gulder, Star the “bright one” in the Nigerian’s larger
environment, has sponsored some musical talent hunt shows where
many of less privileged upcoming musicians believe is a sure part to
stardom.

Apart from the local TV stations, these shows appear in the Cable as
well, making the average consumer feel big seeing their favorite beer
rise.

Nigerian Breweries has demonstrated that entertainment, leisure, and

relaxation with chilled beer is a perfect blend for events.

Their promotions, marketing strategies and tactics, etc, merge to make

their other positions as above more rewarding in the Nigerian beer
market.
CATERING SERVICES

EF SAW THE EXECUTIVE

For out door-catering services of international standards, great foods
spreads, exceptional service delivery, well-trained, mannered, and
dressed workers, and competitive charges, one cannot fail to tip the
Executives if one has encountered them somewhere.

I had witnessed them in action several times and observed the

commitment of the entrepreneur. She is a dynamic, caring, well
exposed, and highly skilled person. She always gets directly involved,
and has through persistency, focus, and determination, run the
organization, and the result is the unique class of services that her
customers have enjoyed. They have indeed made themselves “the and
for the executives”

There is another name in the industry that has been adhering to certain
criteria for patronage. This is Mr. Biggs, but this time it is in the
restaurant field.

94
MR BIGGS
Mr. Biggs is a subsidiary of UAC foods in Nigeria.

When you talk of Nigerians’ most common and favorite restaurant, Mr.
Biggs must come up.
For instance, with over 175 restaurants in 48 cities, and still growing
they are the largest retail foods business in Nigeria.

They make wonderful the eating experiences of families, children,

corporate bodies, and adults in general.

They identify the moments they can make most sales and take charge
of the events there in. For instance, they take advantage of children’s
days, valentine days, Muslims festive periods, charismas / new year
day, etc, to offer their highly esteemed consumers with Convenient
tasty snacks, African and continental meals, ice creams, drinks
delivered promptly by gorgeously and neatly dressed personnel in
attractive and hygienic premises.

COMMODITIES

UNILEVER NIGERIA PLC

Unilever are brands leaders in Nigeria.

They are makers of Omo, the king of detergent powder in Nigeria, Key
Soap which is listed as one of the items required for marriages in some
parts of Nigeria, Close up tooth paste used by most students, and
homes, and Lux Beauty Soap. Other products are Pears Baby
Products found in hundreds of thousands of homes, the old Vaseline a
petroleum jelly loved by millions of Nigerians, Lipton, the yellow label
chief of teas in Nigeria, and the enduring Blue Band Margarine.

Uniliver continuously make their products more appealing, reachable,

in prices, and sizes, for which millions of customers can afford.

95
For instance, to meet up with emerging standards obtained from the
market, they keep improving the designs of packages and wraps, the
scents, and the texture of their products.

Another thing is the availability of Unilever’s brands in now over

250,000 outlets in Nigeria. Moreover, the company’s links the major
distributors to the company’s Head office in Lagos for one central
control. They have proved themselves to be there for customers.

COURIER SERVICES

DHL
They go deep into the Nigerian’s market and carry along customers.

For instance, they make calls to confirm the delivery of parcels.

It is not an understatement that DHL has proved to their numerous

users that they are dependable.

Like the others, they continue delving into the Nigerian market
background to operate.

Now DHL operates in 73 Offices in 32 cities across Nigeria. Two

hundred and twenty vehicles serve its customers from its ground
operation, which reach every nook and cranny of the Nigerian market.

DHL has two Boeing 757 airbus that come in daily five times a week
from Brussels bringing materials for west and central Africa.

It is this kind of commitment to serve that attracted my attention also.

ELECTRONICS AND TELEPHONES

LG
This former Gold star electronic manufacturer established in 1958,
changed its name in 1995 to LG.

96
LG has ventured and grown big in Nigeria with a spread of many of
their products like air conditioners, refrigerators, handsets, TV’s,
musical systems, and other household appliances into all Nigerian
major markets.

In addition, they made themselves known by offering corporate and

other customers with prove of steady income credit facilities.
These customers pay in agreed installment.

Today LG has its presence in most of Nigerian major electronic

markets.

Apart from LG, Nokia has been making a remarkable impact by

following the direction offered by the Nigerian phone market.

Let’s focus on the phone market to discover what Nokia has been
doing to ensure continuous patronage.

NOKIA
Nokia has built a strong relationship with Nigerians by integrating
Nigerian content into their products and having the most brands that
give Nigerians an extensive spread to choose.

For instance, the ‘E’ and ‘N’ series (N73, N90, N92, N93i) and many
others are all wonders.

The packet of Nokia phones, the accessories, and the compliance of

the chargers to Nigerian’s voltage output (220-230V) is convenient.

Nokia is the first manufacturer to introduce local languages like Hausa,

Yoruba, and Igbo as options on their mobile phones.

Its spread in the Nigerian market made it sell one billion phones in
Lagos, Nigeria, in September 2006.

97
Truly, they have blended well with Nigerians and Nigerians deeply feel
Nokia. They have stood behind businesses, relationships, and families
in Nigeria.

FOODS AND BEVERAGAGES

CADBURY
Cadbury, the king of chocolate in Nigeria, has years of experience in
the industry and the Nigerian market.

They know the treats that get Nigerian children demanding their
products.

They are the makers of loved Bournvita, Choko Milo, TomTom, among
other great products.

They know whom their major consumers are and play in levels that
periodically favor these consumers.

Cadbury’s brands speak better for them.

They also engage in packaging their products to match the budgets of

any Nigerian consumer such as the small sachet Bournvita and the
refillable pack.

COCA COLA
Coca-Cola launched its presence when it was incorporated in
November 1951 to bottle and sell carbonated non-alcoholic beverages.
In a market like the Nigerian’s, they knew beverages would sell a lot.
Coca-Cola identified the opportunity it was exposed to and was willing
to stay in Nigeria and exploit it.

Before the recent boom in advertisement Coca- Cola had taken the
initiative and had been in the front seat.

98
That early stage of serious advertisement is among what got Coca-
Cola’s other strategies working.

That periodic customers’ sustenance information they spew into the

market through their adverts.

Today Coca-Cola has 16 bottling facilities around the country and

reach their customers through 82 distribution warehouses and 200,000
distribution outlets with the head office at the Lagos mainland at
Ebute- metta.

HEALTHCARE AND MEDICINE

FIDSON HEALTHCARE LIMITED

They recognize and play by the rules and get the right permits.

For instance, Fidson is one of the foremost pharmaceutical

manufacturers in Nigeria—producing over 106 products.

However, one cannot manufacture 106 products without Nafdac and/or

other standard regulatory agencies in Nigerian to come all over one.
For instance, Fidson is registered with the National Food and Drugs
Administration, (NAFDC).

Fidson has modern systems in two separate factories. They engage in

packaging and printing, and their products are of high quality and are
affordable.

They take control and establish good grounds for their operation.
For instance, They have their own task force to ensure they protect
their products from adulterations.

99
MAY & BAKER NIGERIA PLC
They look within and put in order their organization for effective
operations in the Nigerian’s market.

For instance, they fuel the spirit of innovation among their staffs
through innovation employees’ awards, which commenced in 1997.

As a health care organization, they employ qualified disables into their

system. This has warmed them in the hearts of millions of Nigerians.
In 2005, they injected billions of naira into their major food factory
located at Otta, Ogun state.

They became African’s first private vaccine production company by

acquiring 51% share in Bio vaccines Nigeria limited, in partnership with
the Nigerian federal government.

They went further by investing heavily in setting an Anti- Retroviral

(ARV) plant to produce drugs for HIV / AIDS.

The company secured a forum to gain further recognition and reach

the hearts of many Nigerians in the industry by taking the initiative of
bringing about the M & B Awards. This award is in collaboration with
the Pharmaceutical Society of Nigeria.

They give awards for professional excellence in pharmacy practices by

recognizing exceptional accomplishments and supporting the study
and practice of pharmacy and pharmaceutical sciences in Nigeria.

OIL AND GAS

SHELL
Today in the Nigerian oil and gas sector, Shell stands out as one of the
major players. Even if it has clashes with local communities it operates
from, shell has a good record of being socially responsive.
It is the only company that publishes the tax and royalties it pays the
Nigerian government.

100
However, in the area of corporate responsibilities, in 2005 Shell
introduced the Sustainable Community Development (SCD) in oil
producing communities. They went into strategic partnership with the
government, local and international development organizations, the
communities and other stake holders, to increase the resources that
can be offered and empower local communities to take the lead on
their developmental issues. Under the SCD program, Shell aims at
building schools, hospitals, and other infrastructures.

Shell signed $18 million (N 23.4 billion) partnership agreement with the
United Nations development Program (UNDP) aimed at fortifying local
level governance, biodiversity and health, particularly HIV / AIDS
control and prevention.

It pumped in $25 million (N 32.50 billion) in community development

programs in 2004 and contributed $68.9 million (N 89.6 billion) to the
Niger Delta Development Commission.

Shell’s concern for local content gave birth to the appointment of Mr.
Basil Omiyi as the Managing Director in 2004.

TELECOMMUNICATIONS

GLOBACOM
Glo took the initiative and moved ahead to design core Nigerian-
market starved products, and offered them at affordable prices.

For instance, their entrance of Glo into the telecommunications

business platform on August 29, 2003 practically ignited a serious
competition that changed the standard, method, goals, and scope of
telecommunications operations for the all-time benefit of millions of
Nigerian subscribers.

For instance, Nigerians bought lines for N36, 000. The participation of
Glo reduced the price to N250 now (2006). In addition, the
denomination of the recharge cards is now N100, N150, N200, N500,

101
N750, N1000.

Glo has the pride of introducing the pay per second billing system into
the sector. Also, Glo has the Blackberry, a business enhancing
wireless device equipped to send and receive e-mails, good for web
browsing, etc, mails from Txt 2 mails, friends and family, pre paid
premiums, multi media messaging service (MMS), talk now, magic
plus, Glo direct, Glo mobile internet, profit max plus and Glo fleet
manager and m-banking.

Considering what Glo has done for the Nigerian telecoms sector, it is
evident that Glo came in with a great level of sensitivity and swift
responsiveness to local consumers’ needs.

STARCOMMS LIMITED
In October it became Nigeria’s leading total communications solutions
providing company thereby providing voice, data and fax.

It is connected to many other players in the industry for example the

Globacom, Nitel, MTN, Cetel, and multilinks, giving their subscribers
an extensive link to reach. They work with others in the industry.

That ability to seek and secure enough financial strength to achieve

their goals / processes, that commitment to compete steadily, that zeal
to seek and take the initiative to deliver the best, the down-to-earth
Nigerian market required advertisement programs, etc, keep making
them a great name to mention in the Nigerian telecommunications
sector today.

Besides the above, the followings are some among yet many other
organizations / brands that have good command of customers in the
Nigerian’s market by heeding some established demands of the
market: Beko, ADC airlines, Afrijet, British Airways, Compaq, Dana
Groups of companies, Dell computers, Ecobank plc, First Aluminum,
Hewlet Packard, Nestle, PC outlets, Sagem, Samsung, Seven up
bottling company, and SONY.

102
 Confirmations made

As criteria for patronage set by the Nigerian’s market, these

organizations have confirmed and demonstrated the need of:

Having an extensive presence in the Nigerian’s market and this is

mostly marked by the extent of the outlets or branches the
organizations in any sector have.
Making friends with the target users and market, being positively felt
by the target customers.
Being generous to the general customers.
Not exhibiting the spirit of exploitation.
Being customers-demanded standard driven.
Designing and re-designing hunted-for products.
Adopting target market’s agreeable prices.
Being persistent and consistent in executing regular target
customers pulling advertisement and promotional programs.
Being socially responsible to the target market, e.g. involvement in
the main consumers affairs that will make known the organization
and be accepted in the Nigerian’s market.
Taking risks.
Identifying opportunities and taking the initiatives to make available
required goods or services.

Nigerians working for these organizations are persistently infusing

learnt global standards into the common Nigerian’s market
backgrounds, which consist of homes, offices, clubs, streets, etc.

Therefore, with the presence of so many local and multinational

organizations, your targeted Nigerian customers are exposed to a lot of
business and marketing norms than you may have imagined.

Some analyses of Nigerian’s market reveals that the competitive floors

within it operate in pursuit of the emerging global play levels in
Nigerian ways. Business organizations are viciously seeking
dominance in conformation to these standards. As we shall see, some

103
things truly exist between them and the business organizations serving
them and you’d need to know these.

Meanwhile, by interconnecting and relating the listed findings from the

above 5 revealing steps, you’d have fabricated a commanding
intelligence base to consult for derivations of materials to
strategize for getting Nigerian customers to yield to your offers.
This system would work as a mirror to check yourself while trying to
push in your offers.

This is the base I make investigations, derivations and project

from.

The idea is that when confronted with Nigerian customers getting

issues you only need to flash back in your mind the relevant
information you have gathered from the listings done in the manners
obtained from the above 5 steps. Then assimilate, develop and work
with the derived practical solutions which are footed on the findings in
the lists. This should guide all your decisions along your customers
getting process as you interact with your target Nigerian customers,
while attempting to sell your offers.

For instance, if you have to sell some software, solar lamps or some
kind of equipments to targeted Nigerian market and the customers
therein, you’d need to be analytical with the use of the base, i.e. if they
would really need you but live in rural areas, have determined spirit to
succeed, have certain economical deprivations, are eager to buy, to
make money then why not slice the price of your offers, get a means of
reaching them, cut the cost of production, be strategically located
where you can reach them with your offers and strategize to get them
flowing. Conform your customers getting strategies to the demands of
the market and you will make real money quote me. Nigerians are not
that poor. The fabricated base would help you in analytical directions
as this to make your money as we are going to see.

104
In view of the above and following some analyses, we can in review
claim that your organization would need to:

Strategically place some strong medium in the Nigerian market

that will read and relay feedbacks on discoveries, and then
receive messages from the organization to prospects in the
Nigerian’s market.
Monitor the activities of the business unit to ensure customers’
hearts are effectively hit.
Protect the whole organization from negative influences.
Run a self-sustaining customers getting system.

At this moment, it is logically required that you move an engineered

and penetrating sales front (sales force) that conforms to the
powerful Nigerian customers getting chirpings or voices (tools),
that emanate from the Nigerian customers getting information
base into the Nigerian’s market.

Again, the information your recommended sales force will need would
be as revealed from findings around, the ideas of where to offer your
organization’s goods or services. These ideas would have emerged
from the acquired knowledge of the following listed findings:

(a). The hot potentials found in the Nigerian’s Market.

(b). The hot selling locations in the Nigerian’s Market. The activities
that run in these locations.

In addition, the above position should be planned by the insight of how

to maneuver the customers getting activities that generate from your
organization’s periodic observations of the followings:

(a). The behaviorisms of targeted Nigerian customers.

(b). The established lingering reasons the organization may face
resistance from the Nigerian’s market.
(c). The confirmed customers getting criteria met and proliferating
strategies used by successful organizations in the Nigeria’s market.

105
Meanwhile, many organizations have persistently incurred huge
financial loses from recruiting and paying incentives to wrong sales
personnel, amending damages caused to customers, acquiring
facilities that would not be productive or yield squat results, etc.

In order to tackle the above, and for the sensitivity of the Nigerian’s
market, as confirmed by your above fabricated intelligence base, there
is a need to put up that required more cost effective, focused, self-
sustaining, self re-engineering, more result yielding sales front to work
with.

You’d actually need this front to push those goods or services in your
possession into the Nigerian’s market.

The next part of “How to get more Nigerian customers today will target
the most cost effective, prompt, and sleekest ways your organization
can wangle, hit the market, push in your offers and make pure money
with the required Nigerian’s market penetrating sales force that is
oriented from the above intelligence base.

106
 Part 2
Wangle an attractive sales force
So here we are, the seaming complexity of the Nigerian’s market has
called for you to search for, pull together enough stocks of skills,
chambers of foresight, banks of ideas, groups of physical efforts,
materials or equipments, and such things and instill into the unit the
essential customers getting insight as tools that are generated from the
base found in part 1. The unit should be provided with ideas on how to
mingle and maneuver with the required customers getting strategies in
the Nigerian’s market. Hence, the call for your establishment and
wangling of a sure sales generating front that conforms to the
demands from the foundation in part 1 as the desired striking sales
force.

Reflecting the same light as the above,

Dr. Tom Massey

projected that “When committed, collaborative individuals with complementary

skills work together, a synergistic effect takes place- total performance is greater
than the sum of the individual parts. In other words, one plus one no longer equals
two. Instead, it equals three or even more in a high performance team
environment.”

Footed on the above, even if you are two or three, a team should be
ready and empowered to move your offers into the Nigerian’s market.

Now, that should not be thorny. One-stop source to start from and
structure this team of sales force is the “for-profit” business body you
belong, or that which you can create.

From analyses, the indicated basic parts you need to create such an
attractive sales force are found under the following four steps:

107
 Set a monitoring team. An overseeing Unit from your
organization to head the sales force.
Build a winning team. An endowed body of the force, which
comes from the organization.
Get appointees from the Nigerian’s market. The feet of the sales
force in the Nigerian’s market. This will lead to the understanding
of how to incorporate Nigerians and form a strong Network that
will be integrated into the sales force, to initiate a super one.
Motivate the team. This would explain the power needed to run
the force. These steps will reveal how to inspire the sales force
with sparks of motivating insights. This would be like igniting or
activating the Nigerian customers getting system.

This is how to get it done.

Step 1
Set a monitoring team

Here you as an organization are required to get those who would

practically be capable of overseeing the customers getting processes
of your organization. This team would lead and keep an eye on the
activities of your structured sales force.

The monitoring unit should have a head. If you are solo in your
business, then be the head.

If not already available, there should be sub leaders in charge of

researching, marketing, advertisements and promotions, sales, internet
functions, product development, customers’ service, and such
functions. These sub leaders would supervise the Nigerian customers
getting functions of their departments as the need may emerge and
report to the head of the unit.

108
Meanwhile, it is required that this monitoring team acquires initiative
strength.

This strength need to be conserved by sources and strategies that are

a bit stretched out but still based on the same customers getting calls
from the Nigerian’s market.

For instance, your monitoring unit would need to periodically establish

grounds for the advantageous operations of your organization, while
venturing into the Nigerian’s market. This can be achieved by
periodically gathering relevant pieces of team overhauling information
and materials from Nigerian’s market, as found in part 1, your
organization, and the present market from where they operate. At the
end, they would need to experiment, plan for, and establish the
emerging moments in the organization’s overall Nigerian customers
getting process that they can project or execute some team building
devices established bellow.

These can be achieved when members of the monitoring team

accomplish the followings as expected of them:

Possess a strong magnetic and inspiring personality. Also, be

very analytical.

Exhibit sound level of self-control when facing difficulties that

may spring up from undiscovered target customers getting
barriers.

Become willing to work as a team, group or in co-operation with

others in the field.

Go for the identification, establishment, translation, and imbibing

of the unit with further solid work plans after enough evaluations,
experimentations, and keen observations for the sustenance of
the target customers getting processes.

109
 Become a fine creator, innovator, sound dreamer and mind
stretcher. Yes, do exceptional things for the Nigerian’s market to
yield forth a stream of customers for your organization.

Periodically monitor fresher activities and deeply understand

subordinates emerging customers getting dispositions.
Accordingly, know subordinates strong points and weaknesses at
each moments of ‘C&G’ implementation.

Make sound decisions that would periodically measure, ginger,

and guide, the efforts of all to continue with established target
customers getting plans.

Reflect that willingness to accept responsibilities for mistakes

especially when there is a direct failure to hit the required
customer’s delivery standard at a given point in time.

Judge fairly when handling cases involving subordinates’

shortcomings. This should be more so when they fail to hit
targets or meet expectations as they go for Nigerian customers.

Avoid intimidating subordinates from all aspect of it.

The above are the secrets most leaders use to succeed in their
leadership from the backing of their subordinates.

John Maxwell might have had these in mind when he said, “Those closest to the
leader will determine the success level of that leader.”

The above has made it essential for your monitoring team to be

involved in the next step of building the required sales force. That is
the appointments and building of others from the organization into the
unit.

110
 Step 2
Build a super team

Building a super workable team as part of your sales force would

entail the looking into your present business organization from where
customers are targeted and integrating Nigerian’s market fitting / well
sorted out talents or capabilities of some individuals (leaders and
subordinates), to stimulate, complement, and sustain each other’s
customers getting efforts. The team is expected to back the monitoring
unit, form the basic organization’s mind needed to blast your sales,
and spin money.

Even if you are all alone in your business get others around you to do
one thing or the other in your bid to get customers from the Nigerian’s
market to buy your offers.

These folks and the equipments required to run the sales force
periodically has to be empowered to move ahead under the previously
mentioned sales force’s covering.

Considering the human resources part of this, it becomes obvious that

the members of this team should possess the general qualities listed
bellow. For instance, they should be willing and capable of periodically
accomplishing the followings:

Associating effectively with prospects.

Switching on or maintaining opened and the required mind set.
Playing along with the team.
Accepting discipline.
Controlling and putting their personalities to productive use.
Deeply understanding their target customers.
Tolerating emerging negative customers’ attitudes.
Learning and analyzing effectively.
Discerning thoughts swiftly.
Accepting changes that may spring up from the customers
getting process.

111
As a follow up, your organization would need to consider the following
steps for building an enduring Nigerian customers getting team, which
would be overseen by the set monitoring unit.

Tips for building an enduring Nigerian customers getting team

• In conformation to the customers getting chirpings of the

Nigerian’s market, establish the organization’s goals for getting
Nigerian customers.
• Select and establish a team whose needs, wants, desires, goals
in life, and such personal pursuits, relate to the established
customers getting goals and vision of the organization.
• Group the team according to their customers getting goals (What
they personally need from Nigerian customers.)
• Establish how the work environment would assist in the getting of
the target Nigerian customers.
• Set targets for the team in compliance to theirs and
organization’s Nigerian customers getting goals.
• Provide incentives through wages, salaries, recognitions,
promotions to higher positions, commissions, etc.
• Help them realize their goals and secure achievements through
Nigerian customers getting processes.
• Create opportunities for others like those in the front office to
have a direct contact and experience the team’s and target
Nigerian customer’s behaviors, etc.
• Use books, videos, learning processes, etc, to teach the team
the flexibility of Nigerian customers’ needs.
• Periodically provide the team with intelligence on competitors
operations.
• Establish the time and method of entering. Accordingly set a
sales budget for each member or group(s) of the team. For
instance, find out if they would need to use sub-domain
websites to target different target Nigerian’s markets and such
things and prepare them accordingly.

112
From intense observations, the above establishes the call for
transparency within your organization, such that the subordinates
(members of the team) would not find it intricate to understand those
who take the lead (members of the monitoring unit) in the organization.

From the above background, this team and the monitoring unit will
merge to form the required control unit that would oversee and
influence the activities that go on down in the Nigerian’s market.

The idea of this step is for members of the control unit to acquire the
cohesive strength and competencies of periodically being in situations
to power the sales force for repeated customers getting successes in
your organization down in Nigeria.

It is then expected that such sales control unit of an organization have

ideas of how to incorporate Nigerians themselves and the required
tools to complement the entire sales force’s customers getting vigor.
The next vital step will provide insight on how to go about this.

Step 3
Integrate competent Nigerian network

For the integration of an effective Nigerian customers getting network

in Nigeria, your organization through its control unit has to think of and
quickly establish those Nigerian market’s compliant strings and net-
like connecting outlets and structures, and ready Nigerians that are
required to be spread into those strategic locations in target Nigerian’s
markets. This network system has to be endowed with effective
customers getting baits (appealing features, loved attitudes, magnetic
atmospheres, great tastes, and such features). This system would
form the required network that will be the sensitive sales striking and
money sucking part of the sales force down in the physical market.

This network of Nigerians would toil as your customers getting down-

line in their own territories. They would serve as the arms, feet, and
eyes of your organization in target Nigerian’s markets.

113
As expected, the Nigerian appointees attracted to work in this capacity
should have the following abilities, for instance, they should be:

Ready to work under the sales force for a long time.

Have a rich knowledge of their territory.
Able to work without supervision.
Able to guide and influence other Nigerians (target
customers).
Able to generate good ideas.
Integrity keepers and trust worthy.

Finishing this, the network will act as monitored channels, placed in

strategic locations of the targeted Nigerian’s market to pump in
customers, and filter in your desired yields.

Thus, the proposed control unit of your organization should be made to

consider the following hinted tips for building effective sales generating
net works in the Nigerian’s market:

Tips for building effective networks in Nigeria

As the need may emerge, periodically reconsider what is to be

offered the targeted Nigerian’s market.
How to serve target customers in the market. In essence, find out
what targeted customers would expect from the organization.
How to identify the available road, sea and air routes in the target
market needed to reach them.
How to consult with dependable organizations, agents, firms or
consultants. We mean working with those who know the target
Nigerian’s market inside out as appointees / supervised arms of
you the parent organization in the target market.
How to recruit interested Nigerians.
How to create rewarding affiliate programs / prepare great
incentives for appointees.
How to periodically educate appointees about the operations of
the organization.

114
 How to channel the networks for close overseeing and
monitoring of the control unit.
Which assistances or tasks of the appointees would easily open
accessible contacts and delivery points in the target Nigerian’s
market for the sales force to maneuver.
How to get distribution outlets built in strategic areas of the target
market or have sub-local dealers appointed by the main
appointees. These outlets would serve as the information centers
/ points of contact. For instance, consider how to create such
contacts in local government areas, towns, major cities and some
relevant markets.
How to link up to clubs, trade unions, institutions, corporate
organizations and some other contact points in Nigeria as may
concern the organization.

After making decisions from the above, each part of your network
should be located where the part of the control unit of the sales force in
your organization can move prepared goods or services safely,
conveniently, speedily, and influentially to reach target Nigerian
customers.

Again, depending on your organization’s offers, the control unit as

headed by the monitoring team would periodically communicate and
influence each arm of the customers getting network in Nigeria to
identify, attract, absorb, and retain target customers. This system
would constitute the ideal sales force or sought after focused
Nigerian customers getting front of the organization.

Therefore, as required by the market’s intelligence, in the bid to save

your organization the common huge costs associated in running
consequent sales functions, the sales force as a complete unit would
need to gather enough informative materials, insight and energy to
hold on, compel and re-engineer self, sustain its efforts and precisely
reach for goals.
They wouldn’t need to give up. They would be facing real and
rewarding challenges in the Nigerian’s market. This has to be in their

115
minds.
Obviously, this sales unit of your organization is expected to
periodically acquire, polish, and seal customers getting / market-
required motivations to glint the above class of strength that would be
very difficult for competitors, and other deterrents to contend.

At this point, it is important to see how the sales force at the margin will
encompass the sort of motivation needed to seal the held potency and
succeed in the Nigerian customers getting process.

Step 4
Charge the sales unit
The members of your sales unit are here in required to go down to
the intelligence podium in part 1 and gather those necessary and
shrewd information that will periodically trigger the unit’s spirit of
determination, self re-engineering and the feelings of being in
situations that will quickly, conveniently, consciously and inherently
beat dangerous inertias, discouragements, fears, frustrations and
negative influences. Furthermore, they are expected to seal this by
stirring ahead to implement all established fitting exploitations for the
getting of target Nigerian customers.

At this point, your sales unit in its established channels has to keep
reminding itself of the Nigerian customers set aspirations the members
need to attain and GO FOR IT while being subjective to the terms
chirped by the market.

To prove his believe in this of spirit,

Dr. Tom Massey said in, “The

Ten commitments for building High performance teams”,
that, “When your team reaps the rewards and assumes the risks of doing business
they will make a physical, emotional, and mental investment in quality
performance”.

116
Therefore, it will be safe to claim that from the process of evaluating
the prospects that are gathered from the Nigerian’s market, the sales
force can charge itself by its Nigerian customers getting insights and
maneuvers. At the end, they would feel fulfilled helping the
organization sell more of its offers, grow in its investments, expand into
newer territories in Nigeria, and have greater market share than
competitors. Moreover, as spur, while going for organization’s goals,
members of the unit can be sure of achieving their personal goals in
the process.

It is true that from the getting of more Nigerian customers today the
members of your unit can make enough money to purchase dream
cars, houses, furniture, and go for their vacation. In addition, they can
pursue their education, elevate living standard, take good care of
children, secure a good future for loved ones and others, making and
saving huge amount of money for rainy days.

There are many more fulfillments for getting more Nigerian customers
today that makes me sincerely believe that nothing should hinder your
sales force’s progress toward reaping these. I mean NOTHING.

Therefore, while going for their goals members of the sales unit, need
to focus and reflect on, the indicated action powering, and efforts
sustaining tips stipulated bellow.

Action powering and efforts sustaining tips

Members of the sales force of your organization would be required to

achieve the followings:

• Put in mind that the world needs marketers and sellers. As long
as the Nigerian’s market is the target, marketing is aimed at a yet
to be fully exploited market. This presents an enhanced ground
to experiment, and establish many discoveries. Develop a strong
passion for the emerging activities. After all, as we have proven,
there are great peaks to attain as a seller to the Nigerian’s

117
 market. So why not stay and set interesting records. Realize
long-standing dreams from the dividends of marketing and selling
to the Nigerian’s market. Become that great ambassador of
represented organization or business.
• Remember that what the members of the sales force are,
influence the market and the sales force to make it happen. Be
the ‘you for them.’
• Establish lasting, warm, rewarding target Nigerian customers
getting relationship with the opposite sex that share same
dreams and goals. Carry these opposite sex along in the
marketing career. Get opinions, share problems, and find
solutions together. Experts believe that the opposite sexes
always feel a strong attraction for, and attachment to, each other
and they can positively influence each other to success, than
those of the same sex.
• Be prepared to join forces with yet others who are facing the
same Nigerian’s market with the unit. Share problems as well.
Also, find solution together. Read the minds of successful people
in the industry who are making it in the Nigerian’s market.
• Regularly feed the subconscious mind with information about the
target Nigerian customers’ behaviors, likes, dislikes, desires,
goals, etc.
• Channel tuned up energy, magnetism, and other resources
against failure, opposition, ridicule, discouragement, etc, that
may spring their ugly faces from friends, family members and
tactically hit targeted Nigerian customers.
• Make summed positive impact scatter its light all around and
seek practical results.

Things as these will help in gaining the periodically needed large

hearts to soar in the Nigerian’s market floors and in fact any other
market in the world.

With the above four steps, an endowed, ignited and set to stir sales
force would have been engineered with the essential Nigerian
customers getting qualities previously established from the intelligence

118
backgrounds in part 1.

As they move on and as required, your sales force would need to be

involved in periodically, inherently, swiftly, more directly, accurately,
efficiently, identification and development of fitting strategies to capture
their targeted customers.

This should be done in ways, which would slice back the virtual monies
your organization would have spent on exhaustive trainings, repeated
and endless seminars, purchases of materials, sponsoring forever
researches, etc.

So, it could be you, your computer, other facilities, your affiliates,

partners (part of your Nigerian Networks), whatever, your sales force
should be spirited, have the frame of mind and be fashioned in the
manner hinted in this part of the book.

With some analyses of the gathered foundation in part 1 and the

furnishings from this part, it is crucial that the sales force under the
management of your monitoring team fastens its penetrating prowess
with a Nigerian’s market oriented vehicle.

This medium should evolve from the Nigerian’s market itself and thus,
the most formidable sales weapon to strategize with.

In the next part, find out important these very promising Nigerian
customers getting tools are. Learn how to plot killing strategies from it.
Learn how to gain proficiency of its usage to practically sell those
goods or services you have right there with them.

119
 Part 3
Plot efficient strategies
The Nigerian’s market has through the insight we have gathered from
parts 1 and 2 provided the right composite tool as the needed chamber
to sort out materials and plot proficient customers getting strategies
which your structured sales force will need to push in your offers into
the Nigerian’s market.

Let’s be a little detailed, for the seaming uncertainties, risks,

unfamiliarity, around the Nigerian’s market, the engineered sales force
ought to possess the tool that will serve as a medium versed with the
Nigerian’s market conditions which are considered necessary to
convey itself through out its ways into the floors, moments, state of
affairs, precise positions, required to execute highly effective target
customers getting maneuvers.

Let’s shed light on how to track down the said tool and initiate the
plotting of your required strategies in the following fashion.

A careful examination of the above, would unveil that we are stirring for
effective communications with Nigerian customers, whose “act of
customership” change over given periods as newer needs, desires,
and goals continue to emerge over periods of continuous interactions
among themselves. These events would help us trace the desired tool.

For instance, let’s use the incident that normally happens to me in

Nigeria, when I ask commercial bikers (popularly known as Okada
riders in Lagos Nigeria) to take me somewhere, if the fare they charge
is high.

On these occasions, I would identify where in Nigeria the rider comes

from e.g. Efik-known as Calabar, Hausa, Igbo or Yoruba. If I cannot
quickly identify his origin, I would use core Nigerian Pidgin English. In

120
any case, I use background languages accompanied with the right
gestures, attitudes, manners, and styles to plea for consideration in
fares reduction. This has been working for me. I often get fair
consideration in fares.

This system is common and applicable to all situations of buying and

selling in the Nigerian’s market. It is what is obtainable in Nigeria.

Nigerians would deeply appreciate it if addressed in manners,

languages, styles, etc, that identify with their cultures, classes, modes,
or situations at a given point in time.

If this is the case, then as it truly is, Nigerian flavored words and
languages are deeply involved as they make amendments, maintain,
and commit themselves, while transacting their businesses and run
other activities, along side global trends. Again, this is entirely true.

If these frequently used communication flavors exist in Nigerian’s

markets, they indeed signify the established styles / manners of saying
and doing things along.

Hence, your sales force is demanded to reconcile its communication

methods with these flavors as its ready structured Nigeria customers
getting tool.

If it works for Nigerians, it will work for your sales force.

There is a need to find a name for this tool. Since effective

communications or interactions in forms of trying to convince in
Nigerian ways through verbal or written words, when marketing,
promoting, advertising, selling, etc, between the sales force and
targeted Nigerian customers would be involved, then we can safely tag
this tool as the “canvassing and getting” (‘C&G’) tactics. This emerges
as an effective, essential, and stunning core Nigerian customers
getting tool your sales force must acquire and strategize with.

121
A leader in the science of peak performance,
Anthony Robbins once adorned the importance of having this sort of strategy, in,
“Awaken the giant within”
When he said, “In order to keep your commitment, you need the best strategies
for achieving results.”

Meanwhile, how can your sales force swiftly, easily, and effectively
adopt and apply this fitting and truly rewarding “canvassing and
getting” (‘C&G’) tactics to get more Nigerian customers practically
streaming for offered goods or services, and make real money you
today?

Further analyses of the above will prove that some much sought after
scientific measures need to be introduced to periodically keep firm hold
of this customers getting process in today’s technologically advancing
world.

In fact, the nature or advancements of the dynamic Nigerian’s market today keep
chirping for a more calculable method of getting customers from the region in order
to be more effective.

Whatever, and talking about change, to streamline the periodically

required Nigerian customers getting focus, there is now a strong need
to go straight to the intelligence base in part 1, establish some fitting,
and down-to-earth formulas to strategize with.

In other words, some well-established formulations from the basis of

those periodically emerging backgrounds from the Nigerian’s market,
that could lead to the identification, evaluations, experimentations and
establishments of how, what, when and where the customers live their
lives, would periodically endow your sales force with superseding
customers getting competencies for your offers.

122
As it may be noted, the Nigerian market’s base has revealed how to derive these
formulations, from the fact that our discussion so far has been about the seller,
target Nigerian customers, the appointees in Nigeria, those in the organization, the
competitors, etc. There is one common factor here. When everything turns
around, it will be discovered that the element of getting target Nigerian
customers today is particularly people.

Meanwhile, from the previous discussions we have made it clear that

through communications there is that connectivity and exchange of
influences within the circle of the customers, the market, the sellers
and the world as a whole. These bureaus brew obtainable changes in
businesses as time goes on.

In fact, scientists have established that the universe is highly

connected and influential that nothing goes on without creating
changes in the universal order.

For instance,
Dr. Donald Hatch Anderson, professor emeritus of chemistry at the John Hopkins
University believed that the atomic structure of our universe is so incredibly
sensitive that a person cannot move a finger without changing the relationship
among all atoms in the universe.

Whatsoever, if there is no communication or relations there would not

be any transfer of influences.

However, if there is a transfer of influences while interacting, be it

through messages or absolute control (free exhibition of energy or
application of force), intelligence is involved.

The intelligent direction or focus of energy into some mediums

(materials, substances, or means to depict intensions) to obtain
desired results (derivations or establishments) would set up the
purpose for the obtained results (derivations) of those mediums
(materials) separately or individually in that particular time.

123
Thus, the appropriate distribution and integration of intelligence,
energy, direction, and a medium would establish the reason for the
existence of that formation as desired by the control source.

If there are purposes as established by intelligent sources, there must

be limits for guidance of the mediums or formations to fulfill the
discerned purposes.

If structured limits protect formations to fulfill purposes over given time,

then the rate at which control comes about is limited to the extent the
formations allow or give the room if there is intelligence involved both
ways.

The above can be ascertained from the circumstances that back the
fights, attacks, camouflages, decoys, and other acts, which animals
put forth to protect their territories or generation, as they continue
devising means of survival.

Thus, if there are motives for certain actions, reason for certain
behaviors, goals to attend, desires to meet, and purposes for all
activities and materials available, then the pre-existing sources of
intelligence would raise all within it to influence and protect its
formations unless there is no more reason for the formations to exist
over time.

Hence, the authority that backs formed events, activities, behaviors,

habits, attitudes, displayed by people in a given location can be said to
emanate from pre-existing sources that form the intelligence base,
which surrounds or influences the environment where these formations
exist over given time.

This would generate the obtainable periodic heart conditions in a given

market region.

Also, this is the grounds I base my tips, and other strategies on in this
book.

124
Meanwhile, the superiority of intelligence, would breed enough
capacity for the embracement of the inferior source of materials in
order to seal negotiations and reconciliations of forces that are aimed
at deriving common purposes as desired by the superior. Thus, the
source of superior intelligence deserves the ultimate authority to create
orderliness.

The idea generated from the above is to avoid using unconditional

forceful methods in the Nigerians customers getting processes, hence
the initiative of subjecting all manners of maneuvers and strategies to
the sources of superior market intelligence as could be derived from
the base in part 1.

Now with the above in view, those facilitating the required ‘C&G’
exercises would be subjected to the periodic environmental factors
influencing their human nature.

In our case, the said, periodic circumstances make for the nature of
existence of targeted customers, the individual member of your sales
force, and other people surrounding your process of getting Nigerian
customers for your offers over given periods of time.

These situations of existences in those particular time are what I

humbly wish terming as “the Actual States of Existences” (ASEs) of the
elements of effective ‘C&G’ exercises.

As it has clearly come to be, the derivations of ASEs’ formulas from the findings
gathered from the periodically implemented fitting ‘C&G’ maneuvers, would more
than anything level emerging problems and guide your sales force to repeatedly
sell to target Nigerian customers, make real money and secure other
achievements.

It is consistent for your monitoring team to fortify themselves, supervise

customers getting efforts, sustain your organization’s competitiveness /
its advantages, and steer the sales force into the Nigerian’s market,
with the periodic fusions of the ‘C&G’ strategies with the ASEs’

125
formulas.

Again, this is a new and promising approach you’d need to utilize even
in other engagements.

No wonder,
Donald J. Trump in “Why we want you to be rich. Two men one message”. Said,
“Precision, instinct and tempo are all necessary in order to become extraordinary.”

Therefore, as it has come to be, the periodic reconciliations of fitting

‘C&G’ strategies with derived ASEs formulas structures the central
brain or nucleus-like instrument or the chip of the intelligence base
structured in part 1. This would form the complete system where your
sales force can periodically consult to identify, zoomify, and project
intrigue Nigerian customers getting genders. In a way, this serves as
a kind of mind and body that drives the soul of your business and
selling processes to the Nigerian’s market.

Thus, from a sharper perspective this system will cost effectively and
periodically provide every one involved the followings:

Knowledge based insight for monitoring the processes and

acquiring the facilities from the Nigerian’s market that would
prompt the flow of customers.
The information for speedy and cost effective derivation of the
over all objectives of running adverts and promotional activities
into the hearts of target customers.
Ability to identify needed materials for the creation of required
differences that are competent of attracting a strong loyal base.
Secured operational floors to exchange values with customers.
Forum to strengthen the internal coherence of the sales force.
Insight on successfully riding the waves of change that would be
periodically sparked by dealings with the Nigerian’s market.
Required grounds to align the personal goals within the sales
force with the company’s.

126
So, here we are. You as a prospective seller to the Nigerian’s market
are expected to make more effective the process of acquiring desired
financial rain and other blessings with the following revealing step of
winning with ‘C&G’ strategies.

With this step, we shall breeze in ideas on how to develop, equip your
sales force, and maneuver with the above strategic “change imbibing”
Nigerian customers getting vehicle.

Step 1
Win with canvassing & getting (‘C&G’) strategy

Here, the proposed sales force of your organization is expected to

cost effectively, swiftly, precisely and regularly channel the extracted
Nigerian’s market oriented instances of interactions into those pre-
evaluated and established areas, which will stimulate targeted Nigerian
customer’s interests, gain their supports, buy their hearts over, change
their passive or negative attitudes, beliefs, and views. Then, create the
right selling conditions that will direct their focus into ways, which will
inherently trigger and secure patronage, for your offered goods or
services.

This reminds me of a Nigerian proverb that says that you can

only take a cow to the river, but you cannot force it to take a
drink. You know, as well as I do that when you discreetly guide a
cow and if it was thirsty it would be glad to take a drink.

From the same spot of view, the following six points would provide you
with a stage that is conducive to fully understand and gain enough
proficiency in strategizing with the ‘C&G’ devices, make amazing sales,
and money.

127
These comprise of the followings, namely how to effectively:

Plan with ‘C&G’ objectives.

Strategize with commonly used languages in Nigeria. (Efik,
Hausa, Igbo, Yoruba, and Pidgin English.).
Strategize with local proverbs.
Derive insight from ‘C&G’ points of contacts. And
Identify the right moment to implement ‘C&G’ exercises.

Let’s establish how this would set out, starting with the planning
derived ‘C&G’ objectives.

Plan with derived ‘C&G’ objectives

Here your proposed sales force is to be guided into the Nigerian’s

market backgrounds for the identification of ‘C&G’ enhancing gears like
favorite Nigerian dances and songs that portray happiness,
achievement, victory, etc, ceremonies such as naming, marriages,
funeral, inaugural settings, festivals e.g. New yam, Eyo, Argungu, etc,
music e.g. Juju, Fuji, Afro beats, High life, Hip hop, languages, etc.
Then, use these to derive and reflect some of the identified captivating
manners targeted Nigerian customers would, behave, say, and do
things in their over all ‘C&G’ processes.

So, in your sales letters, email messages, and other means you’d need
to interact with Nigerians as you push in your offers be pure Nigerian to
the grass root and see for yourself the wonders this would trigger fro
your sales. You will make real money from sales.

Don’t forget that, while maneuvering with the same ‘G&C’ exercises,
your sales force is expected to make customers feel cared for,
appreciated, and loved. These should be reflected in the customers’
beliefs, opinions, and judgments of the sales force.

128
So, depending on your target class of Nigerian customers (the young,
babies, ladies, middle class men, working class, that belong to “the
value and convenience conscious,” “patient customers”, “core impulse
buyers,” and “free buyers”, etc), the location / target market, and
occasion while implementing ‘C&G’ exercises, the sales force should
be real Nigerian; be entertaining, talk business, give praises, etc, in
appealing and be convincing in Nigerian ways.

In essence, as previously portrayed, provided conversations or the

conveyances of messages are involved, the choices of language come
in.

The following would disclose the manners in which you can get the
above situations right for your business.

Maneuver with commonly used languages in Nigeria

As the need may emerge in conversations or letters, e-mail

advertisements, etc, the sales force need to beautify the customers
minds with those identified sales enhancing feelings derived from the
common languages, which the targeted Nigerian customers would
enjoy using in their various activities.

For instance, the unit should consider using the Efik language.
Nigerians enjoy this language in commercial activities, salesmanship,
promotions, etc, for the humorous feelings it generates from the
accents.

Nigerians would like to hear the Efik’s exclamations, see their

seriousness, warnings, and calls to action in commercials.
Some of the words are Aba diee (how is it), Didia nkpo (come and eat),
Abasi (God), Da owo (Mister …), and Dimi (come here).

The Hausa language comes into most of Nigerian commercial

settings to convey the spirit of unity. Some of the words are Yuuwaa
(that is it), Kaii (an exclamation that denotes deference), yaya kasuwa
(how is business?), etc.

129
The Igbo language is also a compelling phenomenon in the Nigerian
business world. Some of the words include Nnnaa mennn (Mannn), Ke
ije (how is it going?), odie gu (it’s terrible), etc.

The Yoruba language has made inroads into the Nigerian business
culture and you cannot avoid it. Some of the words include Eka a ro
(Good morning), Eku ise (well done), Ekaabo (welcome), Ejoo
(please).

Most Nigerians in their business activities use the Pidgin English.

Some of the words include Oohld boy (old boy), How nooow( how is
it?), Shine your eyes ( be at alert), You sabi say (do you know that),Na
waooo (its amazing),De tink be say… (The thing is…), No food for lazy
man, Man no die, man no rotten (denoting the struggle continues), etc.

Besides the above, you can even use the Uroboh Language. This
would entail the Warri’s style of communicating.

In order to blend well and spice up customers’ interest in offers,

integrated common local proverbs along the implemented ‘C&G’
maneuvers.

Let’s see the way to achieve this.

Influence with common local proverbs

Here, members of the proposed sales force are to project the

meanings of those proverbs that would help drive home captivating
points into the hearts of targeted Nigerian customers as they maneuver
with fitting ‘C&G’ strategies at a given point in time.

When citing the proverbs, Nigerians begin with “Our elders say…”
Moreover, Nigerians believe that these proverbs are words of wisdom
and would have their interest drawn to the proverbs when used.

130
Some of these proverbs and their meanings include:

When frying groundnuts for the blind, keep whistling that he may
not think you are eating his groundnuts. (Make yourself open
when helping to avoid accusations.).
When you carry a blind man across a stream, let his leg touch
the water that he may appreciate what you are doing for him.(Let
he that you are helping feel the impact of what is involved for
him to fully appreciate your assistance.).
Obe to dun Owo lopa (a delicious or tasty soup is made with
money).
If you do not eat the oil for the yam, you will eat the yam for the
oil. (For the closeness of one thing, the other is carried along.).
No matter how hard the rain may fall, it can never wash the
leopard’s sports away. (What is natural is complete.).
You can never for anger, stand up, pick up, and put your hat on
your buttocks. (No matter how angry you may get, you have to
place values on their proper grounds.).
What the elder sees sitting down, the young cannot see from the
top of the tree. (The foresight of the elder is deeper than that of
the young.).
You cannot sit at home and determine what goes on in the
market. (You must be involved in an activity to be able to add a
meaningful impact.).
When the road to the farm is too far, one will lose pieces of yam
on the way home. Etc.

From the treated viewpoints, we would discover that the canvassing to

get more customers is the process of putting oneself into the targeted
Nigerian customer’s shoes, reasoning with, being flexible enough,
strategically influencing the turn out of events, and inherently and
effectively steering the outcome to strike a balance, which will
periodically favor the same targeted customers, one’s organization and
the one.

131
Therefore, for cost effectiveness, consistency, protectiveness, and
profitability, in this regards your unit needs to seek and gather some
periodic Nigerian customers ‘C&G’ fitting insight from other sources,
like the points of contacts in Nigeria.

These points of contacts have their ways of affecting the

psychophysiology of same target customers, thus, your executed
‘C&G’ maneuvers.

As it would align to the above discussions, the acquisition of the

periodically required Nigerian customers getting insight will fall on your
ability to evaluate the conditions at which points of contacts with your
same target Nigerian customers generally subject your established
‘C&G’ strategies over a given time.

So consider the next very vital step.

Step 2
Deriving insight from ‘C&G’ points of contact.

Here your structured Nigerian network system (part of the sales force
in Nigeria), needs to be guided to get into the most common locations
that they can get in touch with Nigerian customers and periodically find
out what feelings are created, what attitudes prevail, what standards
are kept, and such things. Then, send feedbacks for the monitoring
unit to evaluate and establish fitting customers getting strategies.

Let’s consider these locations and the customers getting insight they
generate.

Offices. Office settings of most big organizations are cool, better

organized, well furnished, and better cultured and competitive.
Dressing codes? Mostly corporate (black suits, great ties, mini
skirts, fantastic hair dos and such fads). Manners? Well-
behaved, reasonable, and calculated. The office settings of local
traders, entrepreneurs, and petty businesses are always full of

132
used machines and equipments. Manners? Moneymaking-
driven, customers getting focus, yearning for standards and
international norms of running business such as IT applications
that will expose them to the international community like the
Internet facilities. Generally, most offices in Nigeria would be full
of all manners of gossips, discussions, chats, paper works,
computer operations, phone calls, and the like things. People
talk about politics, economies, social lives, events, and what
ever. Most offices in Nigeria generate the atmosphere from
where fierce, beneficial, harmful, and other forms of competition
take place. The locations would be good as targets for selling
office equipments and machines, insurance policies, banking
products, and Internet business opportunities.

Local market places. Thousands of these contact points are full

of trading (buying and selling) activities. Market places in Nigeria
are always very busy physical situations. They are noisy and full
of sellers who are busy looking for, and trying to satisfy, their
customers. Buyers on the other hand look around and hunt for
better values for their monies. Odors of sold products are
obvious. There are pushing and rumbling situations around most
physical market locations. People would tend to be time
conscious and like to achieve what previously took them to the
market location. With the kind of activities that go on in most local
Nigerian’s market locations, better results in ‘C&G’ maneuvers
can be obtained if efforts are complemented with the use of
handbills, short information, promotional activities, etc.

Streets .People know the major streets in Lagos and other major
cities in Nigeria for heavy traffic. Most often, hawkers are seen
running around the streets selling foods, pens, lighters, drinks,
and small household wares. Most Nigerian streets are market
points themselves. Some passersby are focused on where they
are going while others give attention to the traders. Generally,
most people in the streets are at alert. They are careful of who
talks to them. They are very observant, analytical and carry

133
monies in their pockets, even though the society is growing a
cashless one.

Homes. Most householders are relaxed at home and listen. After

all, you may be entertaining them at their homes freely. There
would be notable spirit of responsibility and caring attitudes.
Expect budgets for much expenditure. Except for appointments
or orders, monies to buy from you would not flow that easy.

Internet. Here one will encounter many impulse buyers. Many

visitors to websites are often excited, joyous, curious,
entertainment-loving and adventurous set of people. They would
really appreciate moneymaking opportunities. In most cases,
Nigerian visitors to web sites would love to purchase online but
lack e-payment facility. In addition, there is no adequate delivery
system, which would get products to them, hence the frequent
passive attitudes for online purchases.
Recreational centers. Most people here are observant,
studious, relaxed, playful, happy, and entertainment loving. They
would have a listening disposition but not ready to spend their
whole day listening to you. They would welcome your goods or
services if these have any thing to do with their needs. There is
need to be entertaining when executing your ‘C&G’ exercises.

Shopping malls. People here would be busy, doing window

shopping, discussing with shop attendants / sales girls and boys.
Many visitors to the malls will actually buy one thing or the other.
Others may be engaged in decision-making while others may be
contemplating on what to buy. Here you can be a little free to
execute fitting ‘C&G’ stratifications as people here have a buying
mindset already switched on.

Business centers. Most peoples, who visit the business centers

go there to do one business or the other. Some make
photocopies of documents, phone calls, receive calls, send fax
messages, etc. They are always occupied with what they are

134
 doing and naturally would like the results to come out positive.

Airports. Most people here would be somehow excited, full of

expectations. Many would hold monies in their pockets. The
focus of most travelers would be reaching their destination. One
can book appointments, make friends, get contacts, and make
‘C&G’ maneuvers fit these occasions.

Seaports. Seaports in Nigeria are very busy places. Enough

trading activities make most ports trade centers. Some Nigerians,
go to ports for some business opportunities. Others will give
attention to your marketing advances since many businesses go
on in Nigerian ports.

Cars hire stations. Most potential customers here are very likely
going to be eager to get to their destinations. The atmosphere in
car hire stations would be a busy one. Getting attention would be
somehow difficult but very possible if the one could be brief and
magnetic enough.

Restaurants. Customers here would be hungry and perhaps a

bit tempered. In addition, waiters would be busy / concentrating
in serving customers. Generally, attention would be rare as well.
In most cases after meals are moments to book appointments.

Cinema centers. In cinemas, customers wear exciting faces to

some extend. Many potential customers’ moods would be on the
good side. Target customers here have their minds made up for
fun.

Other contact points where ‘C&G’ insight can be gathered from include
universities, polytechnics, local government areas, trade unions,
manufacturers, and social clubs. Again, the idea is in tracking down
and reconciling executed ‘C&G’ maneuvers with the spirit that is
generated in these locations.

135
In other to seal the essence of adopting the ‘C&G’ strategy, when the
right contact point is examined, selected and the required ‘C&G’
implementing insight acquired, you as the seller should be ready to
identify the right moment to execute fitting ‘C&G’ stratifications.

The next step will show how to identify these moments.

Step 3
Identifying the right moments to implement ‘C&G’ stratifications

Here your structured sales force would be influenced and equipped

to inherently recognize and be in those identified positions, which they
can swiftly, accurately and repeatedly snatch the opportunities from
emerging periods of interactions and effectively execute derived fitting
‘C&G’ treatments for targeted Nigerian customers.

These moments are when there are commencements of the needs to

purposefully engage in the followings:

Marketing.
Selling.
Advertising.
Promoting.
Robbing hearts with customers e.g. advising, making of
recommendations for customers, etc.
Receiving target customers.
Being socially responsible for target customers.
Educating or training the targeted customers. Etc.

At this point, we should note that when the right point of contact is
selected, the required insight acquired, and the best moment to
execute fitting ‘C&G’ stratifications is periodically secured, your sales
force would be practically maneuvering its ways to finally hand over
your goods or services to targeted Nigerian customers for desired
gains.

136
Meanwhile, have in mind that since the periodic effects of the
dynamism of the Nigerian’s market would influence the individual
member of your structured sales force, targeted customers, and their
present markets situation, your necessary ‘C&G’ tasks are bound to
be slippery, sales affected and money and other rewards in
danger of being lost.

One thing that would ever provide the periodically required “interaction-frictions” is
avoiding the initiation and incidents or emerging situations that are capable of
hindering your discerned effective ‘C&G’ stratifications.

From deeper analyses, we would discover that the market has

revealed that your structured sales force must avoid certain
communication floors to be more effective.

However, your sales force cannot avoid what they do not know exist
somewhere, somehow and at a particular point in time.

Being able to establish the most common obstacles to the effective

implementation of adopted ‘C&G’ strategies will graciously qualify your
sales force to discern millions of Nigerian customer’s minds and
rewardingly consolidate the final selling efforts of the force
while projecting to convince same customers. This would mean a lot
to your organization.

Let’s consider in the next step, this very essential, strengthening, and
guiding Nigerian customers getting requirements.

Step 4
Establish obstacles to effective ‘C&G’ exercises

Establishing obstacles to your effective ‘C&G’ exercises entail the

guiding of your structured sales force; to search the core market
situations as the background in part 1 provides and there after,
periodically identify the initiation, development, and emergence of
hindrances, which would destroy the execution of procession tasks and
great financial rewards of the required ‘C&G’ strategies.

137
This means that the proposed sales force of your organization is
required to be in the right positions to monitor and channel required
energy, and other organized relevant resources to equip itself; to
swiftly shutdown, decode, counter, negotiate with, and make irrelevant
the destructive, intimidating, oppressive, misdirecting, misguiding, and
other negative influences from the periodically emerging target
Nigerian’s market situations.

These situations are the negative circumstances and positions, from

which your targeted Nigerian’s market cultures, beliefs, likes, dislikes,
etc, brew forth, and aim at pulling down the effectiveness of your
evaluated / required ‘C&G’ strategies at a given time.
In the core Nigerian contexts, I would say “shine your eyes”, “no shaking”,
hold the bull by the horn, and face your arising ‘C&G’ obstacles.

To make things easier, and give a glimpse of what ‘C&G’ obstacles are
common in the Nigerian’s market, let’s consider the followings:

(1) Those emerging ‘C&G’ obstacles, which may directly involve the
individual member of the sales force and

(2) Those emerging ‘C&G’ obstacles, which would involve the

organization of the sales force.

Let’s consider some of those ‘C&G’ obstacles directly involving.

Some ‘C&G’ obstacles involving individuals of the sales force

These obstacles are:

The temptation to periodically fall into a cheap, easy, short cut

ways of marketing and selling to customers without first laying a
solid ‘C&G’ foundation.

Being intimidated by some imagined Nigerian customers’

negative attitudes /reactions to ‘yet-to-be-executed’ ‘C&G’

138
exercises. Thinking that target customers will not be interested in
the goods or services before approaching and canvassing. Being
scared of what may happen if the customer does not want or like
the offers. Not being sure of the performance of the products or
services against the already existing competitors.

Having a blurred focus due to wrong motives for marketing e.g.

marketing only to make money and allowing the making of
money to eat up the place of exceptional marketing exercises
traced from effective ‘C&G’ strategies.

Having the phobia of facing the unknown and people.

Lacking self-discipline, control, and composition, when facing the

Nigerian’s market front. Being unable to use body language
accordingly.

Not being sure of the importance and dividends of effective

‘C&G’ exercises.

Striving to physically market viciously under unfavorable climatic

weather and health condition.

Talking too much and bragging about what is not practically

obtainable or beyond what cannot be reasonably achieved in the
field.

Seeking to over impress colleagues.

Cheaply falling prey to ridicules, teasing, frustration from family

members, friends, competitors and others.

The inability to learn fast, perceive appropriately, or snatch the

opportunity to acquire a career building knowledge.

139
 Poor hereditary background. Allowing the negative side of origin
or orientation in life to hit and destroy the mind or courage of
implementing effective ‘C&G’ maneuvers.

Apart from the above, let’s briefly consider some effective Nigerian
customers ‘C&G’ implementing hindrances, which may involve an
organization.

Some ‘C&G’ hindrances involving the organization

Protecting and giving much power to leaders who are naturally

hard to deal with people. These sorts of leaders will not take the
pains to go through the path of periodic effective Nigerian
customers ‘C&G’ exercises.

The lack of right foresight and structured tools to coordinate the

‘C&G’ efforts of marketers and other front officers to hit the
organization’s goals.

The inability to gather the right resources, coordinate situations

and recruit people who are down-to-earth marketing driven, and
believing that just any body can undergo training to market the
organizations products or services.

Failing to link other functions, to the marketing activities of the

organization.
Inability to get down to, and derive practical new product ideas
from, the periodically implemented ‘C&G’ maneuvers.

Irrationally chasing to beat competitors’ influences through

promotional activities that fail to come from grounds, which will
secure a competitive advantage for the organization via fitting
‘C&G’ backed operational creativeness.

140
These problems are solvable, thus surmountable.

Meanwhile, knowledge is indeed power. When knowledge is confined,

the empowerment it can supply in that instance is denied.

Hence, as stipulations previously signaled by the Nigerian’s market,

you can take the step of conquering the above and be a real super
success by possessing a good knowledge of how the ASEs’ formulas
emerge and how to periodically reconcile these with fitting ‘C&G’
maneuvers to create amazing customers getting strategies.

This strategic knowledge should not be denied you, and as a result

you’d rightly and personally need to dig right down and deeply get to
know everything about and effectively use it.

Again, the above will in no doubt put a hem on your business cash
flow.

In fact, it is very clear that in today’s business arena any interested

seller to the Nigerian’s market should be able to just beam forth his /
her energy, read and discern situations in accordance with what are
obtained from the existing intelligence base, the “C&G” strategy and
ASEs formulas, and be able to derive and implement the required
customers getting lines of attack without going through much
processes. In this book we are aiming at that scientific marketing
change.

Again, talking about the embracement of the required change from all
sense of it, organizations are also rightly required to know the
techniques of establishing and using these formulas today for all their
marketing, promotional, advertising, product designing, and other
functions of the organization.

So, let’s go for it.

141
 Step 5
Sustain with the actual state of existences (ASEs’)
Formulas

Here we shall see how you as an interested seller to the Nigerian’s

market can derive the ASEs’ formulas of the targeted markets,
customers, organizations, sectors, competitors, competitor’s
organizations, and its own. This is like discovering a deep tunnel of
treasury and going for the valuables in that the formulas would help
you to be more precise in your customers getting maneuvers, hence,
saving you the cost while revealing the detailed situations for picking
sure monies from sales. Again, you as a prospective seller need to be
personally acquainted with how these formulas work.

Little wonder in “The 48 laws of power”,

Robert Greene pointed out that
“you gain more by finding a rich mine and mining it deeper, than flirting from one
shallow mine to the other…”
Therefore, as it may be, before ever going out to canvass, market,
produce products, sell to target Nigerian customers, the designated
monitoring team of your organization would need to get to the bottom
of it, use the following methods of establishing and work with the
involving ASEs’ formulas in the process.

So, discover,

The ASEs’ formulas in customers getting process

Here the members of the monitoring team of your organization in

particular are recommended to discover how to derive the ASEs’
formulas before experimenting, and guiding with them to implement
fitting ‘C&G’ strategies at a given point in time.

142
This is how I derived these formulas:

a. The ASEs of targeted markets(tm) in Nigeria. Take for example,

the ASEs of Victoria Island in Lagos. This is taken as the evaluation
of the summation of the “environmental-factors” influences Σef (the
location close to the Atlantic ocean, prevalent rich style of living of
the dwellers, breeze of business opportunities, corporate mind sets,
etc.),as they act on the human nature (hn) (the shy, the brave
minded, the fearful, the care free, the high tempered, the lazy, the
deceitful, the prudent, the wise, the coward, the defensive, etc.) of
the population (x) (say 900,000) in the location (l) (Victoria Island,
Lagos, Nigeria) over a given point in time (t) (say the New year
period). Derive this as Σ(ef.hnxtm)/t. Where time t can be a given
season, certain festive period / events, under certain weather
condition, etc, (the period chosen to enter the target market).

b. The ASEs of target customers(tc) in Nigeria (the established

figure and particular class of those the seller clearly wish to get in
a given location(s) e.g. importers of electronics from Onisha,
Anambra, etc, potential direct buyers of electronics from some of
the major market locations in Nigeria, etc.), as the evaluation of the
“environmental-factors” influences Σef (direct or indirect influences
of associates, workmates, friends, family members and other
people on customers; impacts of social, cultural, economical,
political, climatic conditions, the obtainable business beliefs, trends,
hopes or expectations, of the territory on target customers), as
these act on the human nature (hn) of target customers (x) over a
given point in time. Derive this as Σ (ef.hnxtc)/t. Where x is the total
number of the potential or exact class of the Nigerian customers you
wish to get.

c. The ASEs of an organizations (org) (the firm or business body the

seller represent), as the evaluation of the summation of the
“environmental-factors” influences Σef - impacts of the Nigerian’s
market system, regulatory bodies, facilities/equipments or machines
backing your organizations operations, competitors activities,

143
 infrastructural amenities, etc., as they act on the human nature (hn)
of the coworkers, leaders and all those in an organization (x) as the
daily businesses of the organization especially that of getting
customers goes on. Derive this as Σ (ef.hnxorg)/t.

d. The ASEs of sector (sect.) (the industry you belong to e.g.

Aviation, Banking / Insurance, Manufacturing, Oil and Gas,
Transportation, etc.), as the summation of the ‘environmental –
factors’ influences Σef (the impacts of prevalent business trends
from other sectors, the regulatory bodies policies, governmental
policies, religious influences, politics impacts, cultural influences,
etc.) as they act on the human natures (hn) of all those in the
sector (the whole number of the employees, leaders, shareholders,
etc.) who are engaged in the sector (x) in a given location, over a
given period of time (t).Derive this as Σ(ef.hnxsect)/t.

e. The ASEs of competitors (compt) (those other marketers,

salespersons, agents, etc, in your competing organizations) as the
summation of the periodic “environmental –factors” influences Σef
(the impacts of their organizational cultures, friends, colleagues,
family members, beliefs, likes, fears, hopes, events, climate, etc.) as
they act on the human nature (hn) of the whole people working in
the competing organizations (x) over a given point in time (t) .Derive
this as Σ(ef.hnxcompt)/t.

f. The ASEs of competing organizations(comptorg)

(other organizations who compete with your organization in the
same industry), as the evaluation of the summation of the
‘environmental-factors’ influences Σef (the impacts of
governmental policies, regulatory bodies policies, social trends,
cultural changes, economic situations, available raw materials,
climatic conditions, set goals, hopes, fears, uncertainties, etc.) as
they act upon the human nature(hn) of the whole people (x) in the
competing organizations in the sector. Derive this as
Σ(ef.hnxcomptorg)/t.

144
g. Self ASE (x) you as the seller, (The leader, the sales man,
marketer, entrepreneur, proprietor, industrialist, trader, importer,
exporter, manufacturer, promoter, individual member of the sales
force, etc.), as the evaluation of the summation of the
‘environmental-factors’ influences Σef (the impacts of the sellers
regular relationship with friends, collogues, competitors, markets,
industries, family members, the impacts of his religious beliefs,
hopes, fears, educational background, orientation in life, cultural
background, etc.), as they act on the seller’s nature (hnx). Derive
this as Σefhnx/t.

At the end, the periodic evaluations of the matrixes of the summation

of the “environmental-factors” influences, Σef (the impacts of local,
state, and global politics, cultures, economies, climates, seasons,
trends, hopes, fears, goals, beliefs, etc.) as they differently act upon
the human nature of all (hnx) customers, targeted markets,
competitors, organization, sector, etc, as all this elements interrelate,
influence and regularly go through their various business activities
would yield the needed periodic powerful tools to sustain the Nigerian
customers getting maneuvers e.g. the periodic ‘C&G’ stratifications.

For instance, the Σefhnx…t would project the periodic core

circumstances / situations, which previous obtainable and emerging
goal-driven attitudes, standards, trends, policies, cultures, habits,
likes, fears, hopes, goals, beliefs, etc, generate from.

The core objective of this step is to confer your designated monitoring

team with the brilliant ability of periodically experimenting with these
formulas to gather enough exceptional proficiency, instill in others the
same gained dispositions while monitoring the Nigerian customers
getting processes over same points in time.

From the above background of being precise, and as the need would
surely come, the next step will give ideas on how the monitoring unit
will stick down the customers getting process of your organization for
desired goals using the time factor.

145
 Step 6
Monitor customers getting processes

The over all monitoring of the Nigerian customers getting processes

of your organization would require the responsible team to strategically
implement some fitting tools in certain evaluated stages of plans aimed
at valuing the already exerted efforts, re-engineering its ASEs, and
reconciling fitting ‘C&G’ strategies, for the next stage of action. The
team would do this as it negotiate its Nigerian customers getting
customs with the contingencies of failing to reach same established
main customers getting goals over time.

Now this gives ideas on how you as a seller can practically seal your
customers getting efforts in view of the ‘C&G’ strategies and the ASEs’
formulas.

Effectively monitoring Nigerian customers getting processes

As a member of the monitoring unit,

1). Clearly establish what you intend achieving at a particular time.

For instance, searching the Nigerian’s market for hot selling

opportunities, planning to deeply understand your target Nigerian
customers, establishing the relevant reasons you may be resisted,
establishing a strong Nigerian customers getting working team,
establishing effective Nigerian customers getting network, selling
effective with ‘C&G’ stratifications to your target Nigerian customers,
etc.

Let us take as an instance the plan of selling 10,000 copies of your

book through the Internet, within six months. (Say from 10th of June to
December 10, 2006).

146
2). Set an overall plan of how you intend doing this. Here you have
to be very specific about the ways you intend achieving your set goals.

For instance, you can plan to sell 500 copies of the book through the
Internet to each of 20 different target markets, which will consist of
corporations, entrepreneurs, traders, agents, business groups,
institutions, etc.

3). Establish attainable daily tasks and fix a date, which you believe
your goals will be hit.

For instance, you can plan a daily sales budget of 100 copies to be
sold and set 10,000 copies or above to be hit around 10 June to 18
September 2006.

4). Establish the plans you wish to use to hit your established daily
plans.

For instance, set the daily marketing method you wish to use to hit
your daily budget.

For instance, the registering of a customers’ pulling domain name,

designing a sticky and sales generating web site, getting a secured,
rewarding, and appealing method of collecting payments from your
site, writing a strong magnetic sales letter and emailing to opt in email
addresses.

Then, distributing sales letters to corporations, the joining of chat

groups, etc, getting an automated marketing system into your web site,
using agents, affiliates, representatives from your target markets, etc.

5). Establish the actual time (say 5 hours a day) you will need to run
all your daily tasks or and activities.

Also, clearly establish what you would do at each hour, day, and month
as the stages you must go through. Arrange these stages of action in

147
order of importance.

6). Establish effective tools, which will help you to safely, cost
effectively, swiftly and accurately implement your plans in each of the
stages. For example, from the evaluations of the ASEs of those who
will be involved or who will influence the final execution of your set
plans in each stage, develop plans-fulfilling/fitting self-discipline
programs, regular exercises and mental alertness programs.

Then guide and make sure the entire sales force are effectively carried
along the plan of actions and goals achieved in accordance with what
is obtained from fiiting customers getting procedures.

Again, reviewing the above, discloses that being guided by the

capacity of the overseeing foresight that can be represented by the
periodically reconciled ‘C&G’ strategies, with the ASEs’ formulas, over
given time, the customers getting process of any arm of a business
organization would become astonishingly successful. It would be like
having in ones control some kind of kiss-and-tell scripts of getting
Nigerian customers at any moment the need arises.

Projecting the same conviction,

Shawn Anderson
The author of “Soar to the top, rise above the crowd and fly away to your dream”
confirmed that “By monitoring the results of your daily actions, you too, can detect
if you’re making progress in the pursuit of your dreams. You will be able to tell if
you are moving forward or backward in life. It’s as simple as that- there is no
middle ground. Even, those who believe they are maintaining are wasting precious
time. The time on their life clock show no mercy as it continues to tick.”

Meanwhile, with today’s technological achievements, and more broken

business boundaries, and the speed of the level of awareness, tighter
completive play grounds, there is little wonder why business activities
are practically having roots on relationship building backgrounds.

As we have previously seen, the existing Nigerian market’s intelligence

base has persistently been intimating that the maneuvering for getting

148
Nigerian customers should be on the periodic situations of living of the
targeted customers, and that this should circle around the capturing
and reconciling strategies with the heart conditions of same customers
throughout.

So, it can not be said enough that you should be well acquainted, able
to use the above described tool while being in the right frame of mind
as hinted in part 2 to capture your customers.

With the above in mind, organizations aptly need to focus on

accurately positioning and reconciling their derived fitting sales
functions (marketing, selling, advertising, promoting, etc.) with the
previously portrayed Nigerian’s market situations and derived
strategies to succeed in carrying offered goods and services into the
market.

This is the new front that is guaranteed of attracting, absorbing, and

maintaining customers and hitting your preferred results cost
effectively.

So, the next part of “How to get more Nigerian customers today” will
provide those fresh explosive instances you can through your
recommended structured competent sales force, inherently identify, the
emergence of problems, needs, etc, then, establish and be in the right
situations, moments to allocate the exact energy and materials and
other fitting resources needed to tackle situations, seed fitting
capturing schemes into the hearths of millions of Nigerian customers,
sell your offers, and finally win them over for your rewards.

You can quote me; with the above exercises you will make amazing
sales and money in effect.

149
 Part 4
Execute super alluring schemes
Here we will concentrate on how you as a Salesperson, Marketer,
etc, Manufacturer, Corporation, and those running the internet based
business, (the prospective sellers) would practically go under the
oversight provided by the ASEs formulas in reconciliations with the
‘C&G’ strategies as a stage to fine tune all required activities of their
organization and hit Nigerian customers with remarkable tempting and
sure result yielding schemes.

This part of the system has four basic faces in which you as an
individual seller or a bigger organization can execute some established
alluring schemes. Face A, deals with Marketers, Sales reps, and
Commission Agents and those who would operate under such
capacities. Face B, deals with Manufacturers. Face C, deals with
corporations / firms. And, Face D deals with the internet based
businesses.

Face A
Marketers, Sales reps, and Commission Agents

In this first face, we will concern ourselves with those expected

members of the sales force of your organization who would be required
to implement customers getting schemes under the above umbrella,
and how any interested seller can benefit from the same projected
lines of actions expected of them.

Thus, as revealed by the Nigerian’s market intelligence base following

some analyses, the following steps would guide to the derivation of the
necessary stratifications to finally hit your sales.

150
 Market from ‘C&G’ bases.
Canvassing tactically.
Sell from ‘C&G’ floors.
Selling from shops.

Step 1
Market Nigerians from ‘C&G’ basis

Our center of attention in this particular step is on the mergence of

the activities of the Marketer and those in the marketing research units.
We shall establish the instances for which the oversight of the
reconciliations of the ‘C&G’ strategies with the ASEs’ formulas would
cradle your organization to success through the major aspects of
marketing target Nigerian customers.

Based on the above, marketing Nigerians from ‘C&G’ floors involves

the flexibility of using the information extracted from the fitting matrixes
of the ASEs of the groups of peoples who are responsible for your
organization’s already implemented ‘C&G’ stratifications to establish
the required tools or schemes to market.

This would be an operational move. Hence, the derived schemes

should enable the set monitoring team through the designated
marketing unit of the organization to discover, evaluate, establish, plan,
experiment, coordinate and execute strategies for identifying and
checking what, when, why and how to produce, the price to sell and
making your offers deeply absorbed into the targeted Nigerian’s
markets, and getting customers to pay and satisfactorily use these
goods or services as marketing continues.

Thus, the ‘C&G’ exercises, by the responsible part of the sales force
(in this case the marketing), must be implemented in those strategic
channels, through which the overall marketing maneuvers of the
organization would periodically, conveniently, accurately, swiftly,
inherently and cost effectively, beat all forms of competitor’s
undermining activities while soaring for your organization’s ‘C&G’

151
rewards.

From analyses of the intelligence base, in part 1 and some established

marketing requirements, the following eight dominant perspectives
would provide you with the refreshing resources needed to effectively
manage emerging states of affairs and put in place the above
necessities.

These eight viewpoints are:

Identifying damaging market research problems in Nigeria.

Valuable information to work with.
Interviewing for facts.
Sourcing for handy data about the Nigerian’s market.
Planning for Nigerian’s market-fit marketing.
Writing customers getting enhancing reports.
Required ‘C&G’ supported marketing tasks. And
Winning with practical ‘C&G’ fitted marketing steps.

The above requirements, is all about the gathering of the right

marketing-driven information to operate.

If this is the case, then you’d need a focused marketing research unit
as part of the sales force to come on board the system from here.

You can appoint some Nigerians or firm in the country to carry this out
for you.

Whatever, the required marketing research unit of your organization

would need to clear your sales unit path by taking some time to
evaluate how to properly implement the desired research, avoid some
marketing hindrances, and relay back some beeps of information to
practically help your sales force have a smooth ride into the targeted
Nigerian customer’s hearts / markets.

152
What ever you’d also need to personally have an idea of how to get
this background set for your offers to practically hit the Nigeria’s
market, guaranteed.

The background for this highly rewarding marketing process can be

prepared starting with the identification and avoidance of some
common potholes or damaging marketing research problems in
Nigeria.

Damaging marketing research problems in Nigeria

These are the periodically extracted information from the Nigerian’s

market background that are established as the relevant contingencies
to effective marketing research in Nigeria.

Some of these marketing destroying, never-to-be underestimated,

track-clarifying, marketing research problems that will likely be
encountered in Nigeria include the followings.

The time needed to gather information and go through the

processes of recording interesting findings, interpreting and
executing tasks prescribed from such findings of ‘C&G’
stratifications will be long. This will make some of the facts about
the researcher’s findings to lose strength, as circumstances from
the time the research commences to the time of completion
would have changed.
The process of researching Nigerian’s market may be
expensive, especially when getting some equipment,
remuneration and other materials needed to execute a down-to-
earth Nigerian oriented research comes in.
Nigerians could be difficult to convince about an established
goal. The researcher will find it hard to get enough facts to make
the marketing research findings accurate.
In addition, the sources the researcher may need to gather
information and data may be unreliable. There could be
exaggerations, underestimations, etc, which will make the use of

153
 some already documented (secondary data) information
inaccurate.

The researchers who may collect the required information for the
organization will be influenced by certain environmental factors at
the period of collection and recording. At the end, if the
influences are negative, they may incur omissions, making
mistakes, and face some shortcomings and forward partially or
completely wrong information.

As earlier observed, while going for the required information, and fitting
derivations, researchers cannot effectively research, without
appropriately reconciling their ASEs with that of the targeted
customers, organizations, competitors, sectors, and others in the
marketing process to derive the best procedure for a given time.

As a follow up, while marketing the guided network in Nigeria, should

execute such ‘C&G’ stratifications as would simultaneously help the
research unit to establish the most common mindsets, ways of
spending leisure, welcoming attitudes, etc, of the targeted customers.
The idea would be for the research unit to enter the market to make
some confirmations of the periodically forwarded feedbacks provided
by the Network in Nigeria from ‘C&G’ stratifications.

With the above positioning you can ascertain the information you’d
require to strategize with. Based on this, if the research unit decides to
gather opinions or data, it may use questionnaires, telephones, and
face to face interviews to go for required information.

In this regards, find bellow some effective marketing related

information that may be needed to work with.

154
 Valuable market information to work with

Some of these information include the factors influencing the

population growth of the target market, the birth and mortality rate, the
sex distribution, the most commonly used languages, the literacy and
illiteracy rate, the religious beliefs, popular events and loved games /
sporting activities, the dressing codes, the desired and loved foods,
colors, music, opinions on goods or services, expectations, etc.
Others include the climatic and seasonal conditions, prevalent desires,
hopes, likes, fears, level of tolerance, available TV and Radio stations,
roads, airports, seaports, etc, as these relate to what the organization
would be providing for the market.

If it comes to this, in order to effectively interview and reach the hearts

of the Nigerian correspondences, and get the truth, your research unit
should go for the gathering of facts through ‘C&G’ stratifications.

Let’s see how facts can be accomplished.

Interviewing for facts

First, it is suitable that we quickly establish what would be revealed as

facts from the targeted Nigerian’s market.

From my findings, facts from a target Nigerian’s market are the well
established, proved to be true, existing, real, set of circumstances,
situations and information about the researched subjects or objects
(the cases) in the market, which will help a seller practically,
effectively, conveniently, swiftly, precisely market and sell his or her
goods and services to same customers’ base.

Thus, when seeking to establish a fact from the target Nigerian’s

market, the researcher would need to maneuver with those fitting
‘C&G’ exercises (interactions with correspondences) and gather
enough details, which will provide tangible statistical evidences of the
verified case as being what it is.

155
Be aware that the verifiable materials of the treated case, when
exposed to examination, have limitations in providing evidences of the
truth of its existence.

In addition, some verifiable materials that establish a case to be factual

are subject to environmental influences and can change at certain
points in time and the case ceases to be what it used to be.
On the other hand, some verifiable materials stand the test of time to
establish a case to be constantly true of its state of existence.

For instance, in a laboratory test or experiment, if you add salt, sugar,

and water together you will have a completely new substance (a
solution) with new characteristics.

The characteristics that made salt, sugar, and water to exist

separately, no more exist when added together under given situation.

Besides, if one fails to protect the tools used for experiments from
contaminations the results of the experiment may be poor.

In like manner, when the researcher evaluate and establish as facts

the existence of some beliefs, attitudes, desires, likes, dislikes, fears,
living standards, etc, in the targeted Nigerian’s market, be assured that
these findings may no longer be true, as the targeted customers
interact with themselves, their physical environment, the Nigerian
society, the researchers, competitors, etc. We have previously found
that to be so.

In addition, some physical structures like roads, buildings,

infrastructures, rivers, rocks, and sand found in the targeted Nigerian’s
market can cease to exist over some time.
On the other hand, an event that had taken place in the targeted
market could not be truly proved not to have happened, provided the
verifiable evidences prove it happened.

156
Remember that everything that happens occurs by pre-existing factors.

These causes for events at times reflect the purposes of the events,
provided there was a direction and control from an intelligent pre-
existing source.

Therefore, to a concrete extend, the facts a researcher may gather

from the targeted Nigerian’s market today about a case, is a clear
indicator of the purpose of the case’s existence at the given time,
provided these facts portray the ASEs of the same case.

From another perspective, the effectiveness of the verification of a fact

in a targeted Nigerian’s market is the degree of truth about the case,
which it attains.

This brings out the importance of your engaged researcher to be down

to earth when selecting those materials, information, or findings from
the targeted customers and market’s ASEs, and these should be done
in those ways that will truly reflect the directions of your sales activities
from the purposes of the existence of the cases.

From this angle, you will agree with me that there should NEVER be
speculations, assumptions, careless beliefs, underestimations,
misplaced, or imagined problems from the targeted Nigerian’s market
while researching.

Let me illustrate these further. If I ask the question, when did time
begin? What will be your answer?

You might miss the answer.

The reason this happens is that you may try to place the subject
“TIME” in among the common things known to you.

What I mean is that, you may try to place “TIME” as what is

dimensional (solid). That is what you may take “TIME” as what you

157
can hold or feel.

When you try to place this dimensioned piece of the puzzle, it

constantly fails to fit into the gentle indefinite and conceptual “TIME.”

What do I mean?
“TIME is “TIME.” Think of that again “TIME” is what it is. “TIME” is
justified for what it is by perfection. Where perfection is a point set by
order and limits to be a just situation.

This situation will always acknowledge “TIME” to have been, is and will
be.

Attributing what does not belong to “TIME,” to it would cause a mental

problem.

Therefore, as the researchers go for core facts, they should be

sensitive to what is actually brewing forth from the Nigerian’s market
play grounds, which the other parts of the sales force’s already ‘C&G’
maneuvers would have exposed to the unit.

Thus, the set research unit would be expected to do the followings to

retrieve needed facts from the targeted Nigerian correspondences they
may wish interviewing through the Internet or the Nigerian network:

Seek matured minded, intelligent, and friendly Nigerian

correspondents to interview.
Clearly explain to them what is intended to be achieved from
the interview.
Make them feel they are actually assisting to execute what will
benefit / interest them. Give them the feelings of fulfillment for
having served a productive purpose at a point in time, through
the information they may provide. Create circumstances that
would generate the strong feelings of being among a class others
would admire or like to belong.
Have writing materials and put down those discerned points,
which would help establish facts.

158
 Keep carrying the correspondents along as the interview goes
on. If someone who thinks, he, / she is too big to be interviewed
by, avoid the person. If the person is the only one, then be
tactical; avoid comments that will silently trigger clashes of
interests.

Switch on those body languages, tones of voice, auras,

convincing powers, and other effects, that would help extract
from correspondents those effective marketing yielding
comments, attitudes, behaviors, etc. Put them in situations that
would lead to the reading of their thoughts and be able to
complete their sentences, comments, stories, and such effects to
get desired points.

Besides the above, some occasions would arise when the researchers
would need to collect already sourced information while researching
the dynamic Nigerian’s market. This can help them to verify some facts
and aim at the same research direction.

Thus, if it is necessary, they should go for the collection of relevant and

up-to-date ready made information with the above background still.

Find how to go about this below.

Sourcing for handy data about the Nigerian’s market

These include, searching for needed information from the existing

records of some multinational companies, private, local firms /
organizations, governmental agencies, journals, professional
associations, and the Nigerian Stock Exchange market. Other sources
include, the Ministry of Commerce & Industry, Ministry of Labor and
Productivity, National Electoral Commission, Ministry of Health,
Federal Road Safety Commission, Ministry of Science and
Technology, Chambers of Commerce and Industries, regulatory
bodies, in Nigeria, some agencies, institutions, etc.

159
There are websites where needed information can be retrieved for
instance, www.nationalgeographic.org, www.afromartservices.com,
etc.

Types of handy data

Some of the ready-made data the researcher may seek to find would
include accident rates, mortality rates, figures of Internet users, figures
of radio and television stations, numbers of churches, numbers of
schools, numbers of students, numbers of unemployed, major roads,
numbers of motor parks, numbers of recreational centers. In addition,
they may seek to retrieve numbers of companies, profits and lose
accounts, growth rate of certain companies, employee’s figures, social
responsibilities records, and so on.

In order to make it easy to verify that the gathered information above

are consistent, and would really help in hitting your organization’s main
marketing research goals, there should be representations of gathered
findings in easy to interpret, read, and understood manners.

Hence, the researcher (s) would need to use tables, codes, symbols to
record, package, organize, and represent their collected information
from the market in manners, which the over all ‘C&G’ maneuvers of the
sales force would have already provided directions.

In view of the above, the researchers should be able to compose and

write out a good report about the main goal yielding findings.

The following will guide researchers to write such a report.

160
 Writing customers getting enhancing report

The simplest way of writing an effective marketing research report is to

follow the process of writing a book.

As experts indicate, the basic things needed to be known are as

follows:

Work with the settings of the introduction to the report. Here the
researcher should give a name or title to the report. If there is a
sponsor, or the represented organization should be mentioned.
The researcher should be stated and of course, the date the
report was written should be written.
Compile the table of contents. Here display where one can find
the items in the report. For instance, outline pages, sections,
subsections, charts, figures, etc.
Write an acknowledgement to show appreciation to those who
helped in carrying out the research. Mention their names and the
ways in which they assisted to carry out the research.
Write the details of the research findings in the body of the
report. For instance, write out in clear paragraphs what was gone
after in the research. State the locations the research took place.
State the findings gathered. State the time it took to complete the
research.

Talking about the taking of right positions, when the above background
has been effectively prepared, ‘C&G’-backed research has being
effectively sealed, or the need emerges to execute core marketing or
introduce a new product into the market, the leaders of relevant units
(advert, customers services, marketing, etc.) would need to establish,
and consider the following supportive steps of planning for “core
Nigerian fit marketing.”

161
 Required ‘C&G’ supported marketing tasks

For instance, the members of your marketing monitoring team should

by themselves or through experts, secure the followings:

• Be able to use proportions, means, mode, variation, standard

deviation and other chats, to swiftly, cost effectively, accurately
and conveniently analyze and interpret the clear present and
emerging marketing situations the organization is exposed to.
• Be able to use the information / data from provided ‘C&G’
strategies and ASEs’ formulas to further sustain Nigerian’s
marketing fit information system. According to experts,
marketing information system is the periodic interaction of
people, machines, equipments, and process that are
implemented to continue the collection, selection, analyses,
evaluation, establishment, and subsequently forwarding of
relevant, marketing-sustaining, organizational image-building
and other information for use by those who would make further
decisions.
• Acquire materials and insight from the pre executed ‘C&G’
maneuvers to brainstorm, chat together, engage in discuss
groups and derive the required dynamism to complement each
other’s efforts and work as a team to stir a strong profitable
marketing front as a part of the sales force into the Nigerian’s
market.
• Periodically liaise with credible advertising, marketing, and
other agencies in Nigeria to develop great ad copies / sales
letters, jingles, promotional programs, e-marketing strategies,
and other activities.
• Identify the right time and circumstances to make
improvements to satisfy projected customers needs.
• Plan an effective monitoring scheme, especially as would hit
the over all marketing goals and provide the basis for further
relations to superior management team.

162
In order to make the above more effective, your monitoring unit would
need to beef up their marketing control by reconsidering the following
established conditions for planning for effective ‘Nigerian’s-market-fit-
marketing’. We are talking about preparing for the sort of marketing
that would practically turn in customers and help you make real money
from the Nigerian’s market.

Planning for Nigerian’s market fit marketing

To achieve the above, consider the followings:

Hunt for the opportunities the organization can quickly snatch in

Nigeria to sell.
Deeply understand the specific class of customers likely to be
faced and their ASEs. Review step 3 of part 1 again for this
requirement.
Reconfirm how to canvass these customers, the ways they can
flow with the organization.
Re-establish the standard they would like from the organization,
especially as would further prepare favorable circumstances for
emerging, effective, sustaining ‘C&G’ exercises while the
responsible part of the sales force, markets.
Establish the best / appropriate marketing program to execute.
Establish the time that the targeted Nigerian customers would
continue buying before the offered goods or services become
less appealing. Put this down as the surviving strength /
weaknesses of the goods or services.
Determine what the patronage rate would be like by establishing
the level of interest customers would show to the ideas of the
upcoming goods or services.
Envision the standard the goods or services would need to be for
about 80% of your target market to patronize.
Establish how the responsible part of the sales force intends
beating competitors. Evaluate the required performances by
some findings retrieved from the reconciliations of the ASEs of
the market, target customers, competitors, the organization, and

163
 the industry the organization belong.
Establish which territory / location would push the marketing
advances / goals straight to its fulfillments.
Establish what would happen if the organization sells directly or
through Agents to the targeted customers.
Find out the kind of advertisement that would be need to
consistently, easily capture, and secure Nigerian customers
interest and further trigger the sustenance of their patronage.

After securing the above background, the sales force of your

organization would need to be geared to take up the practical
Nigerian’s marketing steps and dearly win the targeted Nigerian
customers hearts, make sales and spin the required money.

Let’s project what the sales force would practically do in the real
Nigerian’s market field. This is the main thing after all, I mean going
right there to hit the customers, making volumes of sales and raking in
heaps of monies. This can be achieved by considering what would be
involved by winning with the practical ‘C&G’-fitted marketing steps.

Winning with practical ‘C&G’ fitted marketing steps

The practical ‘C&G’-fitted marketing steps should include entering the

target Nigerian’s market and combing for customers through your
Nigerian network (part of the sales force) or Internet-backed facilities
through, the followings:

• Listing and targeting of Nigerian’s market backed customers

getting contacts, e.g. by contacting clubs, schools, etc, from
your Nigerian front.
• Sending of complimentary cards to prospects.
• Distribution of hand bills to potential Nigerian customers.
• Sending of e-mail messages and sales letters to prospects.
• Writing of letters of introduction / proposals to companies and
making of offers. For instance, get addresses, contact phone
numbers in yellow pages and some websites like

164
 www.dclpages.com
• Practically meeting and canvassing potential customers at
‘C&G’ points of contacts.

So, after situating your sales force in the above position, your set up
control unit and the Nigerian Networks part of your sales force should
gather the following summarized ideas of the things that they basically
need to do to get customers flowing:

For instance, let’s take it that an organization offers,

Automobiles and parts, which include that of trucks, vans, cars,

jeeps, motor bikes and other vehicles.

The control unit should appoint an agent and get a major dealer, or a
representative in the targeted market to form part of the network
previously established as part of the sales force.

Influence the appointees marketing, promotional, and other activities

with the strategies found in this book.

Let them talk and seal businesses with other agencies or bodies like
the National Union of Road Transporters and maintenance carriages /
service centers.

Others this part of Nigerian’s networks can sell to are local sub-
dealers, or directly to corporations, individuals, communities, local and
state governments, other governmental agencies. They should reach
out to and discus with managers, community and other leaders, who
are responsible for the transportation of passengers and goods.

The appointees could be used as contact points to make sales.

They should be in the forefront for the organization while the sales
force maneuvers its ways of getting target Nigerian buyers.

165
Chemicals, including preservatives, ceramic stain removers,
chemicals for manufacturers of plastic wares, detergents / toilet soaps,
creams, drugs, inks, cellophane bags, etc.

The control unit should work with appointed agent(s), a reliable

consultant, a major dealer, or a representative, as the appointees.

Get this or these appointee(s) to contact manufacturer’s associations,

manufacturers, trade unions, local industrialists, local dealers, firms,
agro – allied industries, etc, and market offered products.

Spread the products to local dealers, influence them to sell in shops,

have depots away from crowded areas, if the need arises.

Computers and accessories like lap tops, monitors, mouse, key

boards, soft wares, flash drives, diskettes, complete systems,
computer components, printers, scanners, ups, inks, cables, other hard
wares, etc.

The control unit should work with the appointees. Search the
Nigerian’s market, reach local markets, and appoint other sub-
dealers. Influence these dealers to reach their local markets and
customers, which include individuals, other small traders, schools,
institutions, shop owners, corporations, and governmental agencies.

Influence the marketing activities of this network and have them make
great sales.

Electronics/Electrical appliances, which include TV’s, Hifis, VCD’s,

DVD’s, DVD duplicators, digital cameras, Camcorders,
Close circuit TV monitors, games, fax machines, photocopying
machines, etc.

Also, the control unit should get an appointee such as a major

distributor or an agent, to work with.
The appointee should be influenced to reach out for major markets in

166
Nigeria e.g. Aba Market, Alaba International Market in Lagos, and
Onisha Market. In all, go for local dealers, shop owners, and such
customers.

Sell to corporations, institutions, individuals, and other small traders.

Equipments / accessories, which include heavy-duty plants, power

generating plants, farm equipments, milling machines, sporting
equipments, medical equipments, kitchen equipments, etc.
The control unit of the interested organization can contact and enter
into agreement with commissioned sales agents, distributors,
consultants, and such companies in Nigeria as appointees.

In addition, the control unit must make it a point of duty to implement

effective monitoring, guiding, and the like, facilities to influence the
required marketing, promotional and other activities of the built
networks of appointees in Nigeria.

For instance, they control unit of the sales force should get their
appointees to work with reliable local banks and make payments easy,
convenient for target customers. Open credit facilities with the help of
the local bank.

Besides, they should establish a reliable media to periodically gather

feed backs / required target Nigerian’s market brewed production
information, which may be needed to make adjustments, designing or
re-designing plans.

Whatever the case, the entire sales force should additionally target
selling offered products to SME’s, corporations, institutions, or
governmental agencies.

Foods like can foods, sachet, packed foods, raw foods, etc.
Here also, the control unit of the organization’s sales force should
through appointees’ device ways of guiding, protecting, directing, and
influencing the marketing, promotional, selling, and other customers

167
getting activities of reliable distributors, marketers, sales
representatives, advertising agencies, etc.

The control unit should effectively coordinate the activities of these

appointees in Nigeria.

The sales force as a complete front should hence target direct

consumers, contact hotels, restaurants, boarding schools, etc.
The appointees should be influenced to deliver to offices, schools,
institutions, construction sites, etc.

Household stuffs like rugs, lamps, blenders, microwave ovens,

kettles, refrigerators, deep freezers, etc.
The control unit should make use of marketers, agents, distributors, or
sales representatives to contact local traders, shop owners, Individual
buyers, etc.

Wears/Cosmetics, including children’s, men’s, women’s clothes,

shoes, bags, etc.

The control unit should contact and appoint agent (s) or the like arms
in Nigeria.

Get the appointee (s) to contact shop owners, open special centers
close to local markets, local government areas, in popular streets or
markets of major cities, get retailers, kiosks owners, etc.

Finally, your structured sales force should have started sinking their
tentacles into the market and acquire enough resources to equip itself,
seal, sustain sales and improve the members’ manners of interacting
with prospects.

Get more links at page 281.

You’d need to go down some more to boost and fortify this activity.

168
Meanwhile, several studies from many field of interest have revealed
that no organization would like to lose its precious customers to any
competitor.

Nigerian elders from Akwa Ibom put it this way that the palm
kernel of the poor is precious in his eyes.

If an organization knows what it costs it to harvest customers from the

Nigerian’s physical market field, it would inherently better strategies to
effectively lock them up for loyalty.

Whatever, in view of going further down to core fruitful marketing still,

some moments must emerge when your organization would need to
have sales representatives, marketers and other members of the sales
force down in Nigeria go into the market’s points of contact and
canvass for customers. This would be done to complement the above
marketing strategies.

In this regards, one other aspect that must be separately considered is

that of using ‘sweet-mount’ as Nigerians would say to pull in and cage
all the Nigerian customers as possible. This should be done to
complement the above Nigerian fit marketing actions.

Again, you should be able to influence your part of sales force in

Nigeria to effectively canvass for customers and actually seal up large
volumes of sales for you.

The next step will guide us to the field and expose the real practical
experience there could possibly be with the average Nigerian
customers and in consequence, how to release fitting ‘C&G’ strategies
to physically pump in these same Nigerian customers.

169
 Step 2
Canvass tactfully with Nigerian customers
Here we will particularly consider the practical moments your
organization through its salespersons, marketers and such members of
the sales force, would need to be in the physical Nigerian’s market field
to campaign for and get customers for your offers.

This is one core instance of implementing the devised ‘C&G’

strategies.

As the Nigerian’s market would demand, this sort of canvassing must

involve the assigned sales force’s skills of maneuvering with the ASEs
of those involved while interacting with prospects.

The salesperson should be able to log on to the ASE mood and get the
followings done:

(A)

(1). Establish his ASE (Σefhnx/t.) as at the time he intends canvassing.

(2). Establish the ASE of the targeted customers as Σ(ef.hnxtc)/t.

(3). Establish the ASE of the point of contact as Σ(ef.hnxtm)/t in which

the prospect is met.

(4). Establish the ASE of his or your organization as Σ(ef.hnxorg)/t..

Bring out the relationship between (1), (2), (3) and (4) in (A) as
(Σ (ef.hnx.org.tm.tc.)/t.).

Then, derive the common attitudes, dispositions, desires, standards of

living, available amenities and other things as would assist to cost
effectively, swiftly, and precisely discern, generate, confirm and

170
execute the periodically required ‘C&G’ stratifications while pushing
offered goods or services to prospects.

Also, the step (B) should be considered in order to avoid common

destructive flaws, while the salesperson attempts to capture the
prospects hearth and seal sales.

(B) The sales person should accomplish the followings, namely:

(1).Establish the ASE of his organization as Σ (ef.hnxorg)/t.

(2).Establish the ASE of other salespersons if any as Σ (ef.hnxemp)/t.

(3).Establish the ASE of the available competitor as Σ (ef.hnxcompt)/t.

Then the salesperson should make a reconciliation of 1-3 of (B) to

derive the common fears, goals, emerging needs, emerging,
expectations, and present obstacles there may be to effective
canvassing.

In most cases, conversation would come to play. The sort of

conversation we aim at would occur when there are verbally aided
expressions and conveyance of thoughts, ideas, emotions, opinions,
etc, (messages) between the canvasser (salesperson) and the target
Nigerian customers as would lead to the sales of your offers under
changing conditions.

In the process, when negative or counter thoughts, ideas, opinions,

etc, blur the targeted customer’s insight of the message your appointed
salesperson seeks to get across, the conversation will be ineffective.
However, when these arouse the desired result, it will become efficient.

Therefore, the salesperson would need to and should be capable of

getting down to the Nigerian’s market background, use the ASEs’
formulas and study some relevant activities leading to a suitable time,

171
conditions and manners of conveying messages through
conversations. As a follow up, the salesperson should generate ideas
leading to improved conversational skills. These ideas should be
developed for effectiveness. The ideas should be regularly checked for
consistency as the salesperson implements established fitting ‘C&G’
exercises that would strike a balance between his / her and the
customer’s heart yearnings at the particular time canvassing to absorb
same customers is on. Through periodic report the salesperson would
then communicate core customers getting enhancing findings or other
needed data from the field back to the control unit of your organization.

As called for by the Nigerian’s market intelligence base, the above

would serve as a fresher approach to making presentations,
introductions, conversations, and closure of sales today.

Putting it clearer, as would be expected of them, the salesperson is

should be intimated of the following traditional requirements in the new
face of getting customers while canvassing goes on:

Be always relaxed while conversing with the targeted customers.

Minds should be cleared of thoughts that presently have nothing
to do with the topic or goal that is in focus.
Develop a speed that would keep the talk going at constant and
“let’s-go-together” intervals.
Avoid rushing and mixing words. Avoid too long sentences.
Pronounce words clearly and be audible enough.
Avoid talking to the targeted customers with something in the
mouth.
Make sure the eyes convey the messages put forth while looking
at your customers.
Break at intervals and points where the targeted customers can
contribute in the conversation. Prefer being a careful listener than
a talker.
Be warm at all the times conversation is made.
Avoid being too liberal. Instead, take charge of affairs, discern

172
 thoughts, motives for given actions or expressions, feelings,
drives, and emotions. Deeply get to know what the targeted
customers are heading for, or expecting, before providing
suggestions, opinions, recommendations, etc.
Avoid anything that would lead to conflict between self and the
target customers.

The new challenge is to be able to tie up the entire requirements above

and use the ASEs to discern and derive the required materials to
maneuver with in core Nigerian ways, while going for customers’
hearts.

Meanwhile, note that based on our present pursuit one satisfied or

loyal Nigerian customer can practically lead a millions worth of sales
as an affiliate or so. In addition, it is true that volumes of sales are lost
and at the end millions lost to careless talks, hurtful words, silly
slogans, misplaced intentions when interacting with, or marketing
target customers.

Whatever the case, when facing the Nigerian’s market, salespersons

are bound to experience or counter many unforeseen events in the
field.

The following two major divulged perspectives of reasoning will help

your appointed salesperson gain the knowledge of down to earth
Nigerian ways of using conversational skills, to hit the Nigerians
physical market and seal sales.

This would be like practically opening the vault in the market to pack
tons of money.

These are as follows:

Winning Nigerian physical market. This is divided into three

parts, namely, (a).Customers at home. (b).The busy Nigeria
customers. (c).The general potential customers. And

173
 11 super hints of turning Nigerians in.

So let’s face it by going to the first exercise.

Winning the physical Nigerian’s market fields

Nigeria is a free society, and since millions of the targeted Nigerian

customers live in heavily congested areas in the cities, especially in
Lagos state, Kano, Onisha, Aba, and other capital cities, the
designated control unit of your organization can influence the network
part (the appointed salespersons in Nigeria), to arrange, and visit these
customers at homes.

I know this might sound odd but there are certain locations your sales
persons would reach and there will not be any clear difference visiting
prospects at their homes.

Remember that we are really focused on grass root type of marketing

and getting your offers across to millions of Nigerian prospects
(customers).
Thus, if circumstances permit, the time comes or the need arises for
the appointed salespersons, in Nigeria to visit,

(A). customers at homes let the team take note of the followings:

1). Gently knock at the doors or ring the doorbell and humbly wait
for response.

For instance, in most heavily populated areas, there are many children,
and before a parent opens, it may likely occur that the children might
be the first to do the welcoming.

A child may run under his or her parent’s armpit and stare at the
salesperson as if someone asked it to do so for N 20. If the money is
not available to give at each door, have that hearty smile. Use it to
keep the temper of most customers down.

174
Switch on to the ASEs mode, read the situation, and discern the right
approach. For instance, greet children warmly. With that, the parent’s
attention would have been somehow bought.

Avoid over smiling in other not to register some degree of insincerity to

the ever-watching parent’s eyes. Be sincere indeed and friendly with
children in the field.

Study any emerging situation, identify and beat the rising hindrances
and intelligently convince targeted customers at homes.

2). Though Nigerians are known to be very hospitable, the

salesperson may encounter some occasions when targeted customers
would slam their doors against the salesperson’s face and feel
disgusted ever seeing him / her around.

With such customers, the salesperson is expected to apply solutions

from ASEs derivations, while keeping a sense of complete integrity.

For instance, the salesperson should study the immediate

environment, e.g. the house and the neighborhood, envision the kind
of influences the customers might be exposed to, and hunt for motives.

Be very considerate and remain happy and bold if there would be need
to say any thing. Note, that people have that right to enjoy their
privacy. With this in mind, the salesperson should discreetly apologize
and tactically say things that will pull back such customers to their
senses, which will favor the salesperson’s main goal.

Again, protecting the privacy of the customers must come first.

Depending on the heat the customer may generate and the time, he /
she gives the salesperson to respond, things as this should be said, “I
am sincerely sorry for what ever I may have done to hurt you. I really
was eager to let you know …” (State the advantages of your product
and services, tie the money value, and mention the name of your

175
product.). I never meant any inconveniences.

Be nifty, go for the heart of this sort of potential customer.

If the customer does not want to listen to anything, be polite and leave.

3). As a result of some wrong information, personal experiences,

untreated complaints and other previous relationship-straining events,
some customers may invite a salesperson to their houses, offer them
seats, and begin to flatter the salesperson.

They may condemn to the extent of forcing the salesperson to lose

concentration.

At the end of their biting words, they will politely show the salesperson
the way out.

Who knows if a competitor may have a hand in that case?

However, in cases like this, the salesperson is expected to consider all

necessary ASEs concentrate and seek to derive the background that
must have lead to the reaction of the customer. If given the chance,
ask questions. Whatever, confirm to the customers that there would be
a sincere work on the complaints.

The customer should be given the impression that if not for him / her
your organization would have been going about the neighborhood
believing that everything is all right.

Mention the exact areas of need, which the customer has established.

Meanwhile, the salesperson should never ever bring himself / herself

down. Moreover, this is where the ASEs mode comes in. From the
derivations obtained, maneuver and stick the purpose of the visit into
the heart of the customer.

176
Apply a good sense of humor while expressing what the product can
still do for the customer. Seek a way to establish friendship, which
could afterwards lead to sales and leave good impression behind.

4). The salesperson will definitely meet some Nigerian customers,

who would express deep interest in the offered goods or services, but
lack the purchasing power to acquire it.

The point is this does not mean that they will not buy later on.

If the customers opens up about his financial limitation, find a way of

recommending the best option he can obtain the offers, if the
organization have provisions for that.

For instance, log on to the ASEs mode again, this time hunt for the
level of sincerity of the excuse, interest, true bases for the financial
limitations at the time. Then, discern the customer’s capacity and offer
tailored solutions that could lead to the purchase of the offered goods
or services.

So, let the customer know the advantages of the offered goods or
services still.

Let the customers feel that their best interest is at heart.

Do not pry into his privacy.

Fix a date for returning if the need be. Make friends with the customer
and search for some opportunities to get offered goods or services
promoted.

Generally, in congested areas salespersons should go in groups and

be a bit entertaining, make people happy, be very warm and sweet
company to be with. Use core Nigerian greetings that would attract
attention e.g. Una doo, Eka aro mbiooo, etc. Openly, display products
so that those who may peep to see what is happening can have an

177
idea. Remember that want they think of the salesperson would also be
allocated to your offers. Apply other ‘C&G’ strategies and make sure
the products or services in effectively promoted and sales made.

Apart from meeting customers at homes, while in the field,

salespersons may meet those we can call (B). The busy Nigerian
customers.

Normally, it will depend on what keeps the customer busy before the
salesperson can know how to approach to make sales.

Also, remember that a working person is very much likely to have a

divided mind in what is being offered.

Therefore, the salesperson should be in the ASEs mode once again,

discern the extend of the importance of what is being one by the
customer, evaluate the customers interest in the engagement, read
the customers person, smile and commend the work that is done, flow
along and be apart of what is being done. Find a way to open
conversation and make friends. Briefly trigger interest with financial
advantages and hit the points, which will generate sales.

The salesperson should always wear a friendly face, since he is likely

going to disturb these customers somehow.

What to say? Check the following:

1). Assuming a busy family man is met in the neighborhood, he can

be approached by saying “Good afternoon sir. I am very glad to meet
you this fine afternoon. I am Vincent Bassey, we are personally sharing
with our esteemed customers, what I sincerely believe will benefit you
in a large way. It is our improved Insurance scheme (mention your
product’s name with dignity and pride, along side this let your aura
confirm to the customer the importance of the product) from the
Meteorite Insurance Company.”

178
“This brochure here (hand over a bill or sales letter to the busy
customer) will explain to you what I am talking about.”

Continue this way: “There may be some questions you wish asking us.
I will be glad to give you answers to this right away or when I come
back to the neighborhood next Saturday.”
Or say: “Better still you can give me an appointment and I will come
and discus the ways you would personally like us to help you. In all we
seek to give your money an outstanding value.”

If the customer shows interest, discus further and seal the sale.

2).There are customers who are neat in every aspect.

These yuppies are often firm and straight to the point fellows.

They are time-driven and would appreciate the salesperson the more if
the nail is hit on the head.
The sales person should forget niggling about other services / things
which is discerned as not going to interest these sorts of customers.

For instance, say things as, “I am making this brief call to show you an
important product that is guaranteed to put class into your drinking
style. It is this Chikas glasses. Do you know why this product is
something you must get? You would save a lot of money you would
have spent in buying glasses. They do not break if they fall. Besides,
the glasses reflect many colors as the prism would when light rays hit
it. In night parties, you will find them to be very fanciful, making your
celebrations very interesting. We have a very limited stock of these.
The set of 4 here would cost you a promotional price of N 1,500 only.”

The idea is to tailor your offers to match the person of the customers to
capture the busy customer’s interest.

179
3). Some customers may put on faces that can discourage the
salesperson on the spot.

The salesperson may discover through “put up-faces” that these

customers do not exactly know how to tell him / her (the salesperson)
to go away from them, but they would be glad if the salesperson leaves
them alone. They may only stage manage the face of a thing and
pretend to be doing something in order to keep you off.

The ASEs should be handy here as well in order to derive exactly what
to do. For instance, the salesperson should not try to delude these
customers by saying what the offers are not. Instead, the skeptical
customer should be tackled with convincing warm smile and words.
The salesperson here is expected to be bold all through.

Words like this can help reach the salesperson’s goals: “We are
encouraging our dear customers to come down and give us the
opening to make a very little amount be of great value for them, as
they investigate the powers of this ‘Teeth’s World’ tooth paste. My
brother (or sister) you see, when it touches your teeth, believe me
something good happens to your teeth. To cut a long story short, we
are just so concerned about getting people to know that we are down
to earth about securing a lasting solution to most dental problems in
Nigeria, starting with as little as this. Take this free trial sachet of the
toothpaste from me (hand it over) and tell us your true opinion by filling
this form here. This large size will cost you a promotional price of N
180.”

When marketing those who are busy the salesperson should never be
a bug on them.

At the same time, the salesperson should try to make it as fast and
tactical as possible. Throw in money saving or making opportunity the
offer has. Be entertaining to a considerable and relevant manner to the
approach and presentation. Go for the sales of offers.

180
All we care about is they can buy. So why waste the opportunity of
talking to them.

Besides, the busy customers, there are those we can class as

belonging to (C). The general potential buyers in the field (those the
salesperson meet on the streets, offices, parks, and other contact
points).

As a salesperson in cases as these, remember to be in the ASEs read

the persons of customers, read drives, the influences of the place of
contact on the customers and derive what you discern would give him
joy, fulfillment, pleasure, pride, etc. Then establish the common
situations that would benefit both of you. From these derived bases,
blend with the customer and run your marketing or whatever.

Remember you would be out to not only sell but also gather
appointment, create contacts, study customers’ behaviors and send
back your reports or feedback from the field.

For instance, if folks are targeted on the streets, and the salesperson
happens to meet somebody just walking along, why, if the person
suites the salesperson’s assessment, there could be an approach, but
the salesperson would be expected to be cheerful and have a “let’s
keep walking” attitude.

In all, customers should be made to feel the reasons the approach is

made as being very important.

Note that many Nigerians will be on guard if the salesperson has to

meet them in a quite street. Therefore, a busy street should be chosen
where the salesperson can get many people who would feel secured to
some extent.

Moreover, the salesperson should never be forward, but shrewd.

181
There should always be a well introduction of self and the company.

Then the next cause of action taken as would lead to sales, as the
following illustrations would give you ideas of what to do at similar
portrayed situations.

So, now put your self in the salesperson’s shoes in order to have the
feelings of what you’d need to project to your part of sales force down
in Nigeria.

For example,

1). While walking alongside the customer, described above, you

may use words as, “We are combing the neighborhood this fine
evening for some nice people who would appreciate a lasting solution
to their investment problems. I am talking about making real money, for
a life time”.

(Allow a brief interval for comments).

“Money Wise Investment Corporations is directly affiliated with Safe

Trust Bank Limited and we tailor our services to completely meet up
with your personal financial situations. Here is our brochure. It will
explain precisely how you will personally benefit from our scheme.”

If the customer shows further interest, you can follow up and at the end
try to get his telephone numbers and address by giving him a small
card to fill (if there is provision for such) and promise that your
company would immediately follow up to see how they would render a
personalized service.

If possible, try to seal your sales or get leads.

2). You will meet some customers, who will not know exactly where
to place you. It is attitude sort of a thing that must be stumbled
upon.

182
They may wear inquiring faces as if they are recovering from the
powers of hypnosis.

They would not know whether to run, stay, or talk with you.

If you meet such one as the above be calm.

In some cases, you will discover that they seem to be smelling their
own mouth.

Go into your ASEs stuff and make your findings and stratifications.
Then, with suitable manners fire your fitting heart capturing weapons.
For instance, stare at these folks convincingly and never scare them,
to confirm their fears, etc.

Inject your points and startle them to reality. Look at them with the
intend of bringing them to their senses, while conversing. At the end,
go for your main sales goals.

3). You will come across a number of customers who were once in
the marketing swing or the same field you presently are in.
Unless you keep a stronghold on what you were doing, expect being
deviated from your goal.

These retired agents, representatives, salespersons, and the like

people, have a wealth of experience to glow, if you allow the whole
time for that.

At times, some of their comment can weaken both you and other
potential customers.

Remember, that you are not discussing your professions; you are
promoting and selling your goods or services.
Be very confident but do not be a killjoy when dealing with them.

183
You may meet these fellows if you arrange and catch an appointment
with a decision maker in an office or so.
So, if you meet up with two or more people other than the one you
planed to discuss with take charge of the outcome and go for your
goals.

Again, if any one keeps telling you about what he knows about
marketing, the economy, politics, social events, etc, be careful of what
you say in return and turn every occasion back to the purpose of your
call.

Get your orders, hook up to leads, and promote your products and
company.

For instance, if a customer talks about his stories as a marketer say

things like, “I am so happy to share from your wealth of experiences.
There are so many things, which I believe I have gained from you.
Things are really changing, but we must learn from the past.”

While keeping your up building stare fixed at them, use words as, “If
not for the limited time, I would have loved to enjoy myself chatting with
you. I have to make other people come to realize the great benefit,
financially, socially and so on of using the furniture made by the
Specter Furniture Company, which this flyer here explains, this is one
of the greatest discoveries yet” (Hand over an explanatory material to
your derailing customer, if you have one.

Follow his response and if others are listening, you can continue, “You
see, this chair has the technology to read your impulses and registers
your level of stress at work. This will make officers know when to have
a drink, rest, break, and so forth. This development will make
businesspersons have a controlled work program the more. And we
assure that fruitful / profitable business activities will generate from
this.”

184
If there is no interruption and they continue to pay attention then
continue, with something like this, “You see the chair’s arms and the
cushions are made up of some sensors with electronic fibers that can
read your blood pressure from your hands, back and buttocks, even
with your suits on. An electronic metal is at the back of each design
this reads your heart beats and rates it accordingly. Furthermore, a
small sender that could be put on your desk, or any table about 10
meters away from the chair can receive all these messages and emits
waves at interval, which you may receive by a central computer screen
that will translate everything into understandable graphics and figures.”

Break for any question or response from your customers. If there is no

question yet, continue making your product a must buy. Say things as,
“You see frustration, work stress, fatigue and so on will be better
managed by most companies who have the foresight of acquiring this
product. Besides, companies will save whole lot of monies, energy,
and time and work output will be high.

Specter Furniture has developed more furniture for homes, offices,

hostels, hospital, etc, which you can take advantage of.”
Commit the customers with your offer. For instance, you can give them
a special coupon, which will attract some given percentage of
discounts if brought to your company.

Hit the purpose of your call.

4). Still talking about people who may be derailing and being in
company with others, you may come across a customer who would
talk endlessly and say things that have little or nothing to do with what
you have in mind.

Use the ASEs to read the customer, before following up with the
derived fitting ‘C&G’ maneuver. If you find the customer to be the
trendy type, or who attaches importance to the way he or she looks,
then say things as, “I am making a brief stop over here and I am so
glad to meet up with you. I really mean what I am telling you. I would

185
like to have your opinion about this handbag from the Women Gem
Production ltd.

You can continue this way, “Some ladies I met at Makombo Street
claimed that this hand bag is scientifically supreme. One Mr. Dele at
Ate Nkambi Estate said that he would have loved the bag to be a little
old fashion. (Use other people’s testimonial comments).You see, the
Women Gem Production ltd. is very focus about what you feel. And we
make our products to last for a long time and yet fit the emerging
tastes and budgets of our target customers. You see, your pride is our
joy. After all, why is it that we work so hard day and night? Spark up
your life, buy the very best for your self.”

If the customer is still interested or others are listening, you can

continue this way, “Why don’t you have a look at the bag yourself?”
(Allow the customers to handle and inspect the product).
Commit the customers to buying while your product is still in their
possession.

From this angle, say touchy things like, “As I am looking at you right
now with the bag, you look so sweet indeed. Apart from my marketing
quest, you truly deserve this one. And I see nothing stopping you from
making it yours for good with a token of N 1,000.”

Follow up the customer’s response, and close your sale.

5). What if you stumble by two fellows who are in intimate mood? If
they engage each other with passion or so that you discern you will be
a nuisance do not disturb.

However, look for and operate from those favorable circumstances or if

they will give you a minute attention to stand firm on your sales
grounds and briefly say what you have to offer.

186
Remember to complement their mood in any way you can with your
tailored offers.

All the same, if they look at you with eyes that may transport you to
the moon and forget you there for good that is an indication that they
would not like your company.

Comments like this can be so helpful, “Una well-done oooo my dear

brother and sister, God no go allow me put over the bar within him don
put together, Am so pleased to have come here this moment. (Keep
your bold steady acceptable stare.) There is something, which I believe
you will never want to miss under whatever circumstances. It is not
about moneyoooo. It’s about people who really care.”

Paste their minds as if you were appealing to a judge who would not
listen. Continue, I am showing people a better way to eradicate skin
diseases. Doctors have tried the best they can but it amazes me why
we still have skin cancer. I have a product that will go down and
destroy the whole agents that cause skin diseases from your blood
stream.

“Talking about scientific advancement, see for yourself the new rap
scare skin-care cream from Beakers Cosmetics Limited. The direction
inside will explain the wonders of the cream to you. At the end, you
know we just want people to have this and money should not be their
problem, so this one here will cost you only a token of N 200.”

Do not be demoralized if the customers intercepts you and say he /

she is not interested at all in what you are saying.

However, if the customer seems to give you a little more time,

conclude quickly by sayings things as “Your friends, workmates, school
mates, family members, and other associates will be so glad and will
never forget your fine initiative if you offer them the opportunity to
make use of this product. Believe me when I tell you that.”

187
Find a way to make friends, get leads, and if possible make your sale.

6).You may meet some moody customers in the field.

These customers may be experiencing some form of emotional
disturbance.

I do not think they would like to be disturbed any further, not even with
your great goods or services.

This does not mean that some cannot give you a chance to run your
sales talk.

Inmost cases, you can end up selling to them.

Note that it depends on what has really happened and your tactics
before you can sell to these kind of customers. The main target should
be to open the door for revisit.

Therefore, the safest thing is snatching the gains you can from these
sorts of customers while identifying and making use of the slightest
emerging permissive situation.

For instance, express your condolence, while being bold and calm.
Do not be completely thrown down with sympathy.

Instead, study the customer in the case; evaluate the measure of

strength he / she displays, and approach accordingly.

You can put on a weak disposition, pretend to be so touched, if you

were not in the first place. Be on the customer’s side and let him / her
tell you the true situation of things for you to be able to evaluate their
strength to contain the pain.

Comments like this can help, “All I can assure you is that things like
this happen to us daily. At times, no matter the strength we may tend
to have, some problems can be so devastating. The fight to remain
strong must move ahead. How we all yearn for a happy stress-free life.

188
It pains us so much that things like this keep straining our happiness
often.”

Wait for a response, then you can continue, “If not for the problem you
have, I would have introduce this electric heater to you. It warms the
house to the desired degree.”

If you discover that the amount of attention you draw would permit,
then go on with a complete concerned attitude to attempt making
sales, collecting contacts or leads.

Remember anybody you meet must be made useful.

7). Take it from me; there are customers in the Nigerian’s market who
would find it hard to make a buying decision without anything attached
to it.

Some of these sorts of customers may know exactly what they need or
want but would not just feel like making it known to you.

This psychology will affect whatever they hear from you.

Some of the ways to identify them, are some limp on many opinions
and in their hearts things as these brew, “Should I buy this product now
or tell this salesperson to come back later on”? “Can this product really
do what it claims or is this salesperson here to rip me open”?

“I can not allow myself to be cheated by this fellow here.” “How am I

sure the company will not close down one day after selling their fake
items to me”?

One thing about these customers is that they know exactly what is in
their minds, and what they will soon decide to do as they may bend
their heads to the left or right.

Some may even protrude their lower lips, blinking their eyes at several
intervals as they find ways to get what they may need or appreciate

189
from your offer.

Be in your ASEs frequency, see what you can derive from the
situation, and execute fitting C&G’ maneuver to guide the customers
aright before the customers may decide wrongly.

For instance, in a way, be like them, shake your head to the left and to
the right as if you are in agreement with what is in their minds while
securing in the customers mind the authenticity of your offer, projecting
your integrity and your organizational image, etc.

Use comments like this to hit your marketing goal:

‘Nnnaaa, You see most handsets that come into Nigeria have one
problem or the other. It is very bad for these companies to push these
products into the public. Moreover, after a buy in a short time, one
cannot enjoy making or receiving calls. Why must you keep on flinging
away your hard earn money? How long will one keep changing phones
in these hard times? Na waaoooo. (Say this as if you have just
delivered him from death itself)

You see the new antronics (let all your actions show that the product
deserves to be given a trial) CT07 is truly an ace in today’s striving
African communications market. You will never need any other
handset than the antronics CT07. With all humility, I ask you to give it a
trial.” (Say it as if you have just saved the customer from drowning and
sound as if you are giving him a piece of advice and raw cash.)

Wait for response, then continue like this, “Hold it first, while I show
you some great features it has,” and then hand over the product to
your customers as if it were gold.

Explain effectively as you feel would help you get a positive reaction
from the customer and tactically go for your sales.

190
8). There are yet others in the field that you will find in groovy mood.

Allow the fire works in their minds to keep blasting. Let the roisterers
continue in the mood.

Avoid talking too much.

All the same, be watchful since some of these yuppies may have
staunch principles they would never dare break, not even in a skittish
atmosphere.

Some of them may not just be on the side of spendthrift.

In all be brief, blend with them, and hit your sales goal.

9). At times, you may need to pull an instant attention in your field or
talk to more than one person at a time in a more modern office or the
like environment.

For instance, you can pick up target customers who are in a relaxed
mood or in their break time, sometimes in a crowded place you. In this
case, go down to the ASEs floors, study the faces around, do some
psyching, you can wear a worried face as if you need a direction or a
kind of assistance, just to attract their attention and swiftly throw in
your presentation.

Say, “Good afternoon all, I am Godwin Eyo, from… (Introduce your

company as if it is very important for your customer to know it) I could
not but stop here to show you a product that will interest you.”

Pose and put on a look that suggests you are bringing out an important
product. Be swift and happy about it though. Pull out your product and
with bold attitude show your customer with clear royal undertone. Say,
“The CT3000 pocket computer is a simple, affordable, necessary
wonder. It works as a mobile phone with wireless Internet access. It is
a digital diary too. You can even send fax messages from it. While you

191
are busy using the device it has an inbuilt system that will receive and
store up calls. This it can also do when it is in off position.”

If time and circumstances permits, and especially when the

salesperson is in corporate premises, go on with something like this,
“You only have to press the ‘mgs’ button and it will display the stored
messages on the screen. With this ‘vlm’ button, you can have the
messages read to your hearing.

“Besides, it has a standard dictionary and can translate many

languages including Arabic, Chinese, Dutch, Efik, English, French,
Hausa, Igbo, Spanish, Yoruba, and others. All you’d need to do is to
type out your text and if you intend translating, press the TLNT button,
keep pressing to your desired language. Press this fax button here and
your message will be ready to be sent. Dial the number of your
correspondence.

“When the green light here blips, you press the OK button, a special
code area will appear at the button left corner under your text. If you
enter four characters, which must comprise of two numbers, you have
protected your messages. Press the send button your message will go.
Moreover, if it is successful, a notice will flash telling you ‘message
sent.’ In addition, your correspondence will receive this through his fax
machine well printed out. Also, if you desire to send the same
message to a mobile phone of someone else, press the ‘bck’ button
and the whole messages will be back. Press the ‘mbp’ button and the
mobile phone function will appear and your text ready with the codes.
Enter your receiver’s phone number accordingly. Then, press this send
button here, your new correspondence will receive your messages. If
you want to, after some time, you can delete the messages from your
correspondence’s mobile phone by pressing the ‘bck’ button, which will
take you back to your messages, then, press the ‘scry’ button the
security function will appear with a space for phone numbers. Re-enter
your correspondence’s phone numbers in the provided space. Press
the ‘OK’ button again, some codes, and the numbers of the
correspondence will appear in the screen under the security functions.

192
Then, finally, you press the send button and wait a while. If successful,
a message will appear on the screen saying, ‘message deleted from…’
(Let us say 08052694269- your correspondence mobile phone
number). If not successful, a ‘wait please’ message will appear on the
screen. Moreover, when set a ‘try again’ message will appear. Then,
you press the send button accordingly.”

Now, you try to see if your customers have any question or comment.
Depending on what happens, you continue, “We are connected directly
with International Telecommunications Incorporations (ITI) and via their
satellite, we make it easier for you to link up with many reputable
telecommunications companies around the world like the AT&I, gTN,
Z-net, OCI, etc. So, you can make and receive calls and send
messages from any where on earth.”

“You talk about re-charging made easy? You have it done for you
already. Just press the ‘web’ button and the Internet service will load
up speedily. Go to our website and click on the ‘order page’ link , this
will open, then enter your credit card information, phone number, and
other information on the provided form. Order for the “Air time” credit
you desire. Then click on the ‘order now’ link. Wait for some time then
involved line in your CT3000 device will be credited”.
When you are about to close your sale and mention the price, put on a
mood that will make your customer(s) feel he / she or they are about
to enjoy the revelation of a top secret. Then you can go on this way,
“You know what; there are indeed countless service / businesses you
will effectively, conveniently, profitably and quietly do with this durable
device. Honestly, due to the high cost of production as in this case,
solid parts and the well tested quality of this million naira worth
product, our company thought at least getting their monies for the
production and a little administrative cost back.

This will help us produce more of it for others who will be wise to
exploit the many advantages the thousand-naira weekly generating
product will offer. Considering the above, you will only need to give us
N 50, 000 for one, and we have a generous discount for those who

193
wish to buy more than one. You can even be our representative or
commissioned agent, and enjoy a great deal of incentives’”. Note: the
above product idea is the intellectual property of Afromart
Integrated services limited. Contact www.afromartservices.com if
interested in working with it.

Find a way to seal your sale.

10). At times, you may have to address a small group of customers in

a rural.

Your organization can plan and have you make presentations in small
weekly markets in villages, in organized exhibitions in town halls, in
village squares, etc.

Depending on the size of the crowd, you may find it difficult to really
comprehend what is brewing in the minds of these potential buyers.
Whatever, the ASEs would help you before hand derive common
attitudes, likes, fears, hopes, expectations, and such things as would
enable you pin down their most accurate drives, what would make
them happy, proud, joyous, fulfilled, etc.

While the presentation is on, pay attention to those areas that can
trigger sudden changes in disposition and address customers
accordingly.

In all, while giving sales talks, understand the customers periodic

ASEs, identify the one who you feel will be most agreeable with you.

Focus on this one most of the time in your mind to gain that zest,
enthusiasm, power of conviction while talking.

What do we mean here? Address the group as if you are addressing

one real person in the group, which you have in focus.

194
Again, the above is recommended if you have a wide rage of products
to promote or a special service, which will be beneficial to a certain
community, club, etc.

Before you start anything, introduce yourself with all happiness; look as
if the moment is the best in your life.

Introduce your company.

For instance, you can say things like, “I am Terry Etuk, from the Electro
World Incorporation. I am so glad to be with you this afternoon. I have
this lamp to show you today. The lamp will help you a lot in the night in
this community. And would help you save approximately N 300 that
you would have spent on kerosene a month, provide convenience for
you, and would save a lot of money as you can enjoy the surpassing
brightness it would provide and use it to do your weaving and other
works in the night. You see, all you have to do is place it under the sun
and spread this handle, open like this (demonstrate to your group of
potential of buyers) this photocell will be exposed to the sun.”

“Leave it until it is fully charged. Then you can use it around in the
night. When fully charged, it can serve you for 48 hours. You have a
guarantee of 1 year. You see the amount you will save for self. You
can buy this one from me now for a promotional price of N 200.”

If there are other products, introduce them as well and at the end find a
nice way to close your sales.
Your sales front in Nigeria must be able to use strategies as the above
to get prospects to flow for your offers.

When the above instances are analyzed, we can summarize the

following as the hints the salesperson can use to overcome the
targeted Nigerian customers in the fields and turning them in.

Let’s ponder over these.

195
 11 super hints of turning Nigerians in.

These are, as a salesperson when approaching, presenting,

conversing or closing sales, from the ASEs background, (Establish the
common interest, and purpose for existence, from the ASEs of the
customer, the immediate point of contact, the market, competitor, your
organization, yourself, etc. to derive common sales enhancing hopes,
likes, goals, beliefs, attitudes, etc.) accomplish the followings:

Set a clear goal or purpose for what you want from the targeted
customers and the conversation.
Be decent in your approach as you converse your way through.
Avoid the careless use of words, slogans, and point less jokes,
arguments, lies, exaggerations, and irrelevant proverbs.
Make sure the targeted customers really feel you. And that the
newer beliefs, opinions, cultures, attitudes, moods, emotions,
and other dispositions are favorable for those kinds of decisions,
which would lead to the regular buying of offered goods or
services.
Let your tone of voice, kinetics or body languages e.g. the
movement of your eyebrow, smiles, frowns, licking of your lips,
nodding of your heads, the tapping of your finger, and such
actions, help drive into the hearts of your customers the point you
are reaching for while conversing.
Regularly use a warm spirit while conversing.
Never be afraid of the customers, but be respectful of them as
you converse.
Be entertaining as the need may arise; especially in those ways
that will swiftly help your potential customers come to realize the
importance of patronizing you.
Never stage a show or make a public demonstration without first
trying and proving it workable.
Never guess an answer or cover up with irrelevant issues when
questions come from your customers during a conversation.
Create the feelings that you are offering the customers
opportunities and rare privileges while promoting your goods or

196
 services in conversations.
Put all your analytical ability on while conversing. Be able to read
your customers and make use of what you feel will please, give
them joy, peace of mind, etc, to win them over.

One other aspect you’d need to apply the above would be when you or
the relevant part of your sales force would need to practically engage
in selling your goods or services to targeted customers.

It is therefore very significant that we through the next very important

required step examine how you as an interested seller can tidy things
up and maneuver your way through the actual process of core
selling practice. The kind that would seal your target customers
hearts to offers and secure the money making process of your
organization.

Step 3
Sell with ‘C&G’ strategies

The mission here would entail the creation of positive impressions

of your sales force, goods or services, organization, as the sales force
interact with same customers by periodically executing fitting ‘C&G’
exercises, and portraying hearth capturing images until your offered
goods or services are finally handed over to the customers, be it from
your organization’s website or physically.

Here the responsible part of your sales force (the unit of those who are
directly involved in the process of actually handing over your offers to
the customers) is expected to swiftly and inherently identify those
emerging moments to intelligently guide, protect, direct and tactically
influence your already attracted Nigerian customers’ views, beliefs,
fears, and other characters to finally pay for and obtain your offers as
they maneuver with ‘C&G’ exercises established in step 2 of this face.

Therefore, you as the seller with your set team would finally sell with
‘C&G’ strategies when there are exchanges of values from pre-

197
evaluated / discerned customers maintaining manners that may occur
in those moments you would exchange feelings, express gratitude,
give assurances to, and serve same customers through delivered
goods or services.

Selling with ‘C&G’ strategies, in this regard would require your

positioned seller down in Nigeria (your appointee if the need be to
have one in this view) to sensitively choose and put into action those
discerned customers-pulling gestures / body languages, tunes of voice,
auras, etc, while going through each stage of the process of finally
exchanging your offered goods or services for profit.

What we are looking at is the use of those fitting ‘C&G’ exercises to

make confirmations that the targeted Nigerian customers pay for,
pleasingly use your offered goods or services, and periodically remain
in situations that will make them feel strongly attached to the seller,
offered goods or services and your organization from wherever the
seller get customers from in Nigeria.

Some analyses from the Nigerian’s intelligence base with evaluations

of the ASEs formulas, stipulate the following seven points as capable
of providing the forum to heed directives for effective selling as a seller
maneuvers with the ‘C&G’ strategies.
These points of deliberation are as follows:

Using the ASEs’ backed formulas for ‘C&G’

Selling.
Being what is sold to Nigerians.
Strategizing with patronage process.
Manipulating with how your sales emerge.
Catching them with payment methods.
Selling profitably from shops in Nigeria.

To start with, let’s consider how you can use these ASEs’ formulas for
‘C&G’ selling.

198
 Using ASEs’-backed formulas for ‘C&G’ selling

Here, the you or your appointed seller down in the Nigerian market,
should inherently be capable of using the evaluations of some ASEs’
formulas to hit the above by developing and personally maneuvering
with such ASEs’ backed effective ‘C&G’ selling strategies that would fit
the organization’s emerging selling requirements at certain points in
time.

For instance, the seller would be expected to do the followings:

(A)

(1). Establish his ASE as Σefhnx/t. as at the time he intends selling.

(2). Establish the ASE of the targeted customers Σ ef.hnxtc)/t.

(3). Establish the ASE of the exact market as Σ (ef.hnxtm)/t he wishes

to enter.

(4). Establish the ASE of his or your organization as Σ(ef.hnxorg)/t.

Find out the relationship between (1), (2), (3) and (4) in (A) as
(Σef.hnx.org.tm.tc.)/t.
Then, derive the true or common selling enhancing desires, hopes,
likes, fears, standards of living, curiosity, available infrastructure and
such other things as would assist to cost effectively, conveniently,
swiftly, and accurately identify, plan, develop, experiment and execute
the periodically required ‘C&G’ stratifications while selling offered
goods or services to the targeted Nigerian’s market.

Also, the seller should consider step (B) to avoid common mistakes,
develop greater selling insight, better strategize to beat competitors, be
sure of saving cost and doing the required tasks accurately.

199
(B) He as the seller should accomplish the followings, namely:

(1).Establish the ASE of his organization as Σ (ef.hnxorg)/t.

(2).Establish the ASE of his employees or colleagues if any

Σ (ef.hnxemp)/t.

(3).Establish the ASE of the available competitor Σ (ef.hnxcompt)/t.

The seller should then make a reconciliation of 1-3 of (B) to derive the
common desires, likes, hopes, fears, goals, emerging needs,
emerging, expectations, and present obstacles to effective selling
strategies.

Then the seller would be able to effectively derive those great ‘C&G’
maneuvers (as those manners he would need to canvass, talk to,
convince, and inform targeted customers.), which will always give your
organization a winning edge while going through the process of
handing over offered goods and delivering rendered services to same
targeted Nigerian customers.

While going for the above, your designated overseeing unit of the
sellers whether you are a big organization or just an individual would
be required to use the following points to lock home your organization’s
selling activities.
(1). Establish the whole plans leading to the sales execution (sales
budget).

(2). Divide the sales budget into attainable segments.

(3). Establish the economic procedure of attaining each goal in each

segment.

(4). Establish the actual time the seller is expected to spend on

executing the procedure in each of the segment.

200
(5). Evaluate and identify the projected time when there would be
need to make amendments, change plans, fall back to contingencies of
the unit’s set plans.

(6). Record the time the seller would be expected to spend on the
contingencies of the original plans or processes.

(7). Record the actual time, which the total plans will consume.

(8). At the end of each of the plan in each segment, the seller in
expected to record the differences between the actual time spent and
the stipulated time he is expected to have used to run through the set
plans.

(9). Establish ways the seller will gain in each of your segments of
plans, especially in terms of speed, accuracy, finance, flexibility, etc,
before or while still undergoing the process of selling to target
Nigerian customers.

(10). Establish the approximated volume of goods or the frequency of

demand for services that would fully be required by the targeted class
of Nigerian customers.

(11). Find out the price, which a specific class of Nigerian customers
would like to buy from the organization. In addition, adopt a price that
will aid those who meet offered goods or services at the first time to
pay instantly.

(12). Adopt a method of payment that will inherently trigger the urge of
the targeted class of Nigerian customers to buy and feel satisfied.

(13). If the organization is in the retail line, it should plan selling a

mixture of brands that the targeted Nigerian customers will feel
involved in the process of satisfying themselves as they go through the
process of inspection, sampling, description, etc, to patronize. The
customers should be given choices.

201
(14). Organizations in the retail field should periodically decorate its
selling points of contact like shops, websites, etc, in such ways, which
will offer something new or interesting for the customers to appreciate.

However, the seller must keep reflecting target customers pulling

images as he tactically sells and continue selling repeatedly to these
customers’ base.

In all manners that it could be done, let the periodically evaluated fitting
customers pulling images complement the executed ‘C&G’ strategies.

Therefore, it is essential for the seller to be become what is sold to the

target Nigerian customers.

Let’s examine how sellers of your organization can meet up with this
Nigerian market’s call of being what is sold to the customers.

Being what is sold to Nigerians

Your placed seller in Nigeria is expected to have a deep knowledge of

your goods or services and glow from the reflections / perspective,
which the same customers would really appreciate and need your
same offered good and services to be.

From the consideration of the lessons learnt from understanding

Nigerian customers, the criteria they have set for patronage, the
reasons Nigerian customers would be resistant, other factors and their
ASEs, one would discover that what customers buy has a direct
relationship with why they buy.

From these findings, your target Nigerian customers would buy your
offers in order to have relieves from certain biting, pressuring,
uncomfortable, distressing, shameful, undermining, destructive, and
regressing, conditions, as these may turn out to be.

202
From the above perspective, they buy in offered goods or services
those projected advantages that would finally lead to the fulfillment of
their desires, expectations, aspirations, etc.

At the end, they periodically derive moments of pleasure, happiness,

joy, comfort, fulfillment, pride, etc. These we can call the properties of
satisfaction (‘POS’).

In a way the above ‘POS’, are the core products they would buy from
your offered goods or services.

These ‘POS’ are also the ingredients the seller needs to project from
offered goods or services while selling.

In different emerging target market situations, the structured control

unit of your organization would need to evaluate from the ASEs’
formulas and establish newer required ‘POS’ and influence the sellers
in the sales force to project these to the market in all instances of
selling.

Therefore, it could be observed that the art of being what is sold to the
customers is a process.

In order to gain control and positively influence this process from the
beginning, the seller would be prudent to review the whole processes
the customers would need to pass through before patronizing. Then,
understand how they feel before buying, have the insight of what they
undergo to patronize and project discerned captivating images along
side fitting ‘C&G’ maneuvers.

This has made it important for the seller to have a glimpse of and
utilize the basic processes the average Nigerian customers would pass
through to patronize an organization.

203
 Strategizing with patronage processes

Here the seller is required to follow up each point of action that the
targeted Nigerian customers would take to patronize your organization,
and execute fitting ‘C&G’ maneuvers along each step to hand over
offers.

For instance, millions of your target Nigerian customers will

consciously or unconsciously make inquiry about your organization,
offered goods or services, the seller’s origin, and such things to verify
and be sure, before making a buying decision. Some may get across
your organization’s offers, advert, sales letters, hand bills, etc, and
decide to check the organization out.

In some cases, the process of quotation would come in. In other cases,
the seller would be required to issue invoices. In addition, payments
delivery notes and the process of issuing a receipt may be required.

The seller would need to maneuver with evaluated ‘C&G’ exercises

from these instances to better get them become satisfied, sticky and
generative buyers.

From the above floors, there will be clear guide-revelations, solid

confidence acquisitions, identification of more precision-driven
circumstances, usage of more cost effective compliant situations and
the execution of better reward yielding ‘C&G’ strategies, if the seller
periodically develops fitting ‘C&G’ stratifications that would favorably
coordinate the activities surrounding the method through which target
Nigerian customers pay for offers.

By itself, these points of consideration would lead to some very

important course of action to get target Nigerian customers today.

Consider how to go about these under the following heading.

204
 Catching them with payment methods

It is no more news that millions of Nigerians would patronize and make

a fortune for an organization if they have access to such facilities that
would make possible for them to conveniently pay and make use of the
organization’s offers. In order to effectively sell to these customers, the
seller would need to establish and work with the factors that affect the
methods through which the customers will decide to pay and crave to /
remain loyal.

The above situation brings about another perspective, which the seller
will need to use the ASEs’ formulas to identify, plan, develop,
establish, strategize and implement periodically required fitting sales
driven ‘C&G’ strategies. It is the process of using fitting ‘C&G’
influences (how the seller interacts as he sells) in these angles, to
influence and secure the targeted Nigerian customers’ positive
feelings, judgments, decisions, and perceptions, as they pay the seller
before and after a sale is closed.

Consequently, before adopting a payment method the seller would

need to consider and plan to operate with the following factors,
namely, The amount involved, the present distance between him (the
seller) and the targeted Nigerian customers, the time involved for the
whole selling transaction to be completed, the nature of the services
rendered, and the kind of goods offered. Other factors are the
economic situation of the targeted Nigerian’s market, their beliefs,
cultures, hopes, fears, likes, dislikes, the environmental influences, etc.

Let’s explain further by using the time factor as an example. Now

assuming your organization is selling e-products (affiliate programs, e-
books, soft wares, hosting plans, and other information products /
services.), through the Internet, the targeted customers would like to
buy and pay right on the spot. There are ways the seller in this case
would need to convince, educate, and encourage the customers (as
‘C&G’ strategies) to use certain available, affordable, and cashless or
electronic method of payments.

205
Note that the electronic method of payments can be used, if in the
sales letter the seller calls for the customers to “act now…” or motivate
/ encourage by “why wait…,” “get your… now,” “click here and get a
discount,” etc. (in a way these are some kinds of ‘C&G’ maneuvers that
can move customers to prompt action.)

The provisions of appropriate facilities should back these ‘C&G’

stratifications. For instance, the organization should accept the credit
card from Nigerian’s banks, like the Ecobank’s master card, Access
bank’s Visa cards, ATM cards from Nigeria, or other Nigerian used
facilities like the Western Union money transfer system, at this stage.

If your organization has affiliates as customers, they can encourage

them to sell and get accumulated points e.g. 5, 10, 15, 20…
100…20000, etc. that can be converted to optional buys from the
organization. This method of paying can be useful for affiliates in
Internet-based businesses.

Besides the above, let’s take it that your organization is selling heavy
equipments like big power generating plant, milling equipments,
tractors, vehicles, large quantity of building materials, or other items
that would need shipment. The customers would feel save and cared
for if your organization coordinates a convenient way of transferring
the money involved for payments and of course they would
appreciate the choices of checks or bank wire and other transfer
system that are tailored to fit their ASEs at the time they would need to
buy. The point is opportunities, as these should be snatched to push in
comments that can buy the hearts of the customers. For instance,
inform the customers of what have been gone through for them to pay
easily, the organizations commitment to serve, the standard of offered
products, etc.

Apart from the above, your organization can adopt a cash method of
payment if it works with its network and have appointees as a retailer,
branch, distributor, a representative, an entrepreneur, a shop owner,
etc, based in Nigeria.

206
Altogether, your organization would require this method, if it sells
directly to target customers, or requires the customers to pay
immediately for a service directly rendered or item(s) purchased and
the amount not being too heavy.

Now, note that while an average Nigerian customer pays cash for
something, he will likely feel that the seller have cut off a valuable part
of him. Therefore, while executing fitting ‘C&G’ strategies let the
customers feel they have spent their monies wisely.

Some other ways your organization can chose for payments include
the use of the international money order, stamps, cashiers checks,
traveler’s checks, etc, in hotels, restaurants, vacation / resort centers,
holiday camps, amusement / recreational park, or use the storm pay,
e-gold, etc.

As a whole, in sale letters, home pages, etc, of web sites and at each
point in which the seller wishes to collect monies, for offers, the seller
is demanded to be able to carry the targeted customers along through
the following ‘C&G’ strategies:

Assure the customers of the safe delivery of ordered goods as

they pay.
Periodically provide timely warnings about emerging dangers that
may lead to lose of monies.
If there is an arrangement for it, clearly instruct, educate,
convince, and guide the customers to the usage of alternative
methods of payments, which the organization may have
developed with a reliable local bank in the target market.
Project the advantages of using the recommended method of
payments.
Let the customer never feel he has lost anything buying from the
organization when he pays.
Monetize the value of what the organization has for the
customers and intelligently explaining these to them.
While going through the process of selling, and at all points of

207
 collecting monies, convince the customers of the organization’s
commitments to serve them better.

Besides the above, as established from the Nigerian’s market base,

there is yet another point for executing fitting ‘C&G’ maneuvers, which
we need to mull over

Remember that Nigerians are physical people.

Millions of your target Nigerians customers are accustomed to sales

that are made from shops and since you as an interested organization
are required to have an extensive outlet / sales network in Nigeria, it is
worthwhile to separately treat the case of selling from shops and
establishing the following effective ‘C&G’ selling fulfilling points.

Besides, your organization would need to have an idea and some

controls of what its appointees do in their shops if the need arises to
open one or have shop owners in malls or so, sell the organization’s
products from shops in Nigeria.

Selling profitably from shops in Nigeria

To enable it properly achieve the above, as demanded by Nigerian’s

market, your organization would need to take the following steps:

Choose and be in locations that have enough interest in offered

goods or services.
From the evaluations of the ASEs of the location chosen to have
a shop, periodically establish the kind of cost effective
decorations, which will keep appealing to the perceived
customers desires, hunted-for-values, etc. For instance, use
colors, slogans, styles of furnishing, the periodic method of
product arrangements in shops, shelving methods, and such
exercises to capture what the customers would really admire,
enjoy, be pleased to see, etc.
Train appointees (sales girls and boys) to reflect the image of the

208
 business. For example, tailor and channel staff’s decorum,
dressing and grooming, and attitudes to the evaluated target
customer’s ASEs. Moreover, always aim at making the same
customers come back through the adopted convenient method of
payments.
As the need may arise, adopt a delivering system that will always
keep the organization on a competitive edge. While delivering, be
sure to use strong convincing words to reflect the above
instance.
Avoid stocking expired, damaged, or inferior quality products in
shops. Keep assuring the customers about the shop’s
determination to continue providing quality goods. For example,
as part of ‘C&G’ exercises, tell the customers the shop’s
awareness of the dangers involved in selling inferior goods and
the shop’s hatred of this, and what the organization has done
and will keep doing to avoid it.
If there are already existing unions, make sure the organization
joins them. That makes it necessary to have a shop among the
common chains of shops that sell the same thing as that of the
organization. Moreover, permits, certificates, membership tags,
and other requirements should be pasted in open places like the
walls where the customers can see.

Make it a point of duty to keep carrying the customers along with mind
capturing conversations and other fitting ‘C&G’ exercises. For instance,
sales boys or girls should NEVER FORGET their “thank yous”,
“welcomes”, “pleases” etc.

Selling from shops would give your organization a solid grip of the
Nigerian customers today.

So far, it has been about selling and making money.

In order to make the establishments in this face work very accurately,

and our sales very large, let us come down to the situations the other
parts of the system need to place themselves, starting with the face B

209
of our scheme.

Face B
Manufacturers

Here, our focus would be on you the big Manufacturers, all those
who run small industries or legally produce something which the
Nigerian’s market would need.

The steps bellow will spawn ideas on how to operate and hit the
market with your manufactured products.

Meanwhile, as we have established the interested manufacturers

would need to carry out the followings:

Look into the Market as found in “hot selling locations” in part 1and
find out customers prominent activities or industry in that location. If
these go with what is produced, then plan to locate an arm of your
organization in that spot. The cost of production in Nigeria would be
so low and profits rising if the unit is located in the region. If
assistance is needed in this view contact
www.afromartservices.com.
Arrange and appoint Nigerians as distributors.
Prepare a web site and target Nigerian customers from this site.
Arrange with a Nigerian Bank to have monies forwarded or make
payments easier for Nigerian customers to effect. Again, Afromart
Integrated Services would help in this aspect.
Arrange with a good shipping company for conveyance of goods.
Engage in ‘C&G’ assisted product designs and re-designing.
Monitor the activities of appointees in Nigeria.

In the field of manufacturing, the Nigerian’s market has thrown light, on

how offered products will periodically take shapes which the market
would always yield in, through the insight provided by the ASEs’
formulas and evaluated ‘C&G’ strategies. Interested manufacturers

210
seeking to pump products to the Nigerian’s market need to be in this
position before the other schemes as established in face A, would
have greater impacts.

Let’s conceive this from a look at how you as the manufacturers can
design or re-design products to fit and make great sales in the
Nigerian’s market.

Step 1
Implement ‘C&G’ assisted product design / re-
designing concept

As required by the Nigerian’s market, this entails the designing / re-

designing of products for your targeted Nigerian’s markets / customers
from the conception of ideas that are gathered from the periodic
findings and feedbacks of your engineered sales force. These would
be as issued from the well-established and executed ‘C&G’ maneuvers
and as overseen by the responsible marketing / product development
units of your manufacturing organization. These can be secured from
the insight provided by the right matrixes of the ASEs’ formulas.
The following four central stages has being signaled by the
intelligence base as going to guide you the manufacturers to get into
the Nigerian market’s background again for needed materials for
designing hot products for the market.

These are:

Designing hot products for Nigerians from ASEs’ formulas.

Using the product design ASEs of your Organization.
Projecting for new product launch in Nigeria, and
Effectively getting new products into target Nigerian’s market
from conception.

Let’s see how hot products could be designed for Nigerians from
ASEs’ formulas.

211
 Designing hot products for Nigerian’s market from ASEs’
formulas

The above requirement can be met by establishing the product design

yielding ASEs of the target Nigerian’s market the manufacturer gives a
nod to enter. This should be established as Σ (ef.hnxtm)/t.

Then you would need to take the following steps accordingly,

(Step A).
I. Record the number of potential customers as x (those who
would likely desire, need and use your new goods).
II. Identify the customers’ common activities, trading, weaving,
manufacturing, farming, common desires, things enjoyed, loved
events, means of livelihood, gossips, songs, entertainments,
religious practices, etc.
III. Establish the average standard of living of the targeted
customers (x).
IV. Establish and list the reasons they love and enjoy the things in
(II). For instance, find out what really drives them to do what they
do or behave the way they do. Check to see if it gives them pride,
back up their egoism, put them into an admired /desired class,
bring them fulfillment in life, or if it is just a case of being
committed to protecting their standards, check if they are after
security, etc.
V. Establish the time they love and enjoy doing what they do as in
(II) above.
VI. Establish the common places or contact points they carry out
most of the activities they do as in (II) For example, is it in the
local market spots, halls, offices, homes, streets, open areas,
confined / hidden places, crowded areas, etc.
VII.Establish how they carry out their activities as in (II) For
instance, look at the plans prior to the activities, the arrangements
of things, the methods, the styles, the exceptional processes, etc.
VIII.Find out how they really feel about what they would dearly
expect from and sincerely wish should happen from V, VI and VII

212
 and list out the derivations or findings. For instance, do they feel
exited, tired, freaky, happy, distressed, or uncomfortable? How do
they feel about certain policies and laws, which affect their
activities? What kind of amendments, changes, and improvements
do they really seek and desire to have going through those plans
and executing their activities as in II?
IX. Establish the whole cost the customers incur to execute their
activities as in II. For instance, find out what they spend, the
energy, the efforts that are required to go through certain activities,
and check the kind of opposition they encounter. Find out what
technological shortage has cost them while going through certain
activities. Find out the extent of damage that certain forms of
discouragement from family members, friends, colleagues, and
other companions have caused on their living standards.
X. Go down a little more to establish the ASEs of those potential
customers. Then list out the many things that can be conveniently,
cost effectively, accurately done, and develop these things as
products to assist in making the target customers’ activities easier
and more convenient for them.

Note that after securing the above, the manufacturer could now be said
to be taking a stand of delivering the customers from certain projected
or discerned difficulties and they (the manufacturers) are stretching an
helping hands through their products.

As Nigerians would say, when you carry a blind man across the
river you must let his feet touch the water, for him to appreciate
you.

Similarly, it will be very proper to get the support of the same

customers when designing for them.

You as the manufacturer should be prepared to carry the target

Nigerian customers along in the process of delivering to them these
inherently hunted for goods.

213
In this case, you will also need to establish, reconcile, and work with
the product designing ASEs of your organization.

Let’s get an idea of what we are driving at in step B.

Using the Product, designing ASEs of an organization

(Step B)
Here you are required to establish the new Product designs yielding
ASEs of your organization as Σ (ef.hnxorg)/t. by
establishing how:

I. The whole staff strength of the organization can derive their

common goals, desires, needs, etc, and how they intend going
about these under pressures from certain environmental factors.
Find out what they expect from the organization that would help
them to realize their desires.
II. The exact number of employees that would be responsible for
generating new product ideas in the organization. For instance, list
out those who would directly face the market.
III. The common ‘new product ideas-influencing’ needs, fears,
wants, etc, of the involved employees, from their relating ASEs
Σ(ef.hnxorg)/t. where x represents this exact number of
employees.
IV. The blend of the findings in III of (B) above with right conclusions
of the targeted customers as derived from section (A) above.
V. The strategies that can be periodically implemented to charge
those in II of (B) to feel highly responsible to periodically interact
with same target customers from ‘C&G’ backgrounds and swiftly
identify, analyze, ascertain, record and forward established needs.
These needs can be that of bottling some local drinks, change in
texture and scent of creams, packaging of local food items,
designing of tools, losing monies to unsecured processes of
payments, and staff performances at work. Let all these come from
the market and lead to new product ideas generation and the
subsequent blue print development.

214
The above listed points in (A) and (B) will provide the responsible part
of your sales force in Face A with the intelligence to establish what to
say, the ways to talk, the manners to convince, the confidence to
educate, guide, protect and positively influence the targeted Nigerian
customers. These are forms of product designing / re-designing
materials that are extracted from ‘C&G’ strategies.

In a nutshell, like we have previously established, the responsible arm

of the manufacturers are expected to look deeply and record how the
potential Nigerian customers go about doing things, the discomfort
they encounter, the disappointments they regularly face, the fears they
always nurse, and the hopes that lighten up their hearts. Go further
and troubleshoot for the areas these target customers would always
have clashes of interests with the organization through its customers
getting processes, find out the areas where the targeted customers fail
to heed the ethics / rules set by the regulatory bodies of the sector
played in. Then, spot and record those instances, which they inherently
provide insight on how the organization can help to make things easier
for them. This would be an example of the new products ideas we are
talking about.

From this angle, the next coherent requirement would be how the
product can be produced and launched into the Nigerian’s market. In a
way, this can be termed as the projection for new product launch in
Nigeria.

From a study of the above procedure and logical conclusions, find

listed below some steps as guidelines to help you project for a new
product launch in Nigeria as the need may emerge.

215
 Projecting for new product launch in Nigeria

As willed by the Nigerian’s market backgrounds manufacturers can

project for new product launch in Nigeria by finding out the followings:

How to go about achieving what the targeted Nigerian customers

would need and how the commercialization of this new product in
Nigeria would go from the ideas, how this would assist in the
growth of the organization.
How to derive from the periodically implemented fitting ‘C&G’
strategies, the intelligence, or insight needed to confirm the
requirements for the many new product Ideas.
How to get the new products proposals ready from the ideas.
How to establish the possible profit portrayals of the proposals.
Ways of implementing fitting developmental / restructuring
exercises within the organization, which will get the new products
ideas into the market.
The processes of establishing the new product categories from
the whole ideas, dividing the market into parts of manageable
seizes where these new products would serve.
How long the products would last from these ideas.
The impact, which the new products entrant would have on the
targeted Nigerian’s market.

After the above position has been establish, you would be expected to
get into the practical process.

From further analyses of the Nigerian’s market background in view of

manufacturing, like the product design and re-designing criteria
established by the market, we can take the steps below as the most
effective sequential guides that would lead manufacturers to
practically get a hot needed (new) products, ready and launched into
the ever ready to buy Nigerian’s market.

216
Effectively getting new product into target Nigerian’s market from
conception

To achieve the above, you as the manufacturers are by yourselves or

through experts are required to carry out the followings:

Effectively analyze and list out 10 most viable / lucrative groups

of these new products ideas.
Develop these 10 ideas into well-packaged business models.
Further, scan these 10 developed models in view of the
organization’s / Nigerian’s market’s front functions.
Select and arrange these lists of ideas in order of priorities,
leading to the sustenance of the already evaluated and
established competitive advantageous focus.
Pick up each one of these viable new product models or
concepts and develop how to produce the product. Establish the
costs of producing it, put in place who would participate in the
course of production, and the time it would take.
Then, go ahead and produce an example of what the product
would be like (Experts call this the prototype.)
Weigh the prototype for acceptance rate in the targeted
Nigerian’s market. Establish the prototype’s ability to beat
competitor’s products, its consistency to generate profits from
perceived loyal customer’s base.
Establish other strategies that will test the market and possible
performance of the products.
Establish the practical commercialization plans for the product
e.g. establish the launching processes in manners, which will
evoke further interest and speed up the rate of sales.
Effectively time and monitor the processes against the
contingencies of the original plans as the product finds it way into
prepared Nigerian’s market.

Whatever, your organization is into, (the manufacturing of beverages,

medicines, textiles, machines, equipments, electronics, building
materials, etc.), note that millions of potential Nigerian customers

217
would always yearn for, and heartily welcome technological
improvements, employed facilities, and so on, to ensure that they
secure relieves from pressures, discomfort, inconveniences,
frustrations, fears, etc, as time passes on.

There are those hunted-for colors, designs, improvements of

performances, life expectancies, etc, that you can identify needs for in
many parts of the Nigerian’s market and design or redesign products to
fulfill.

Inversely, you would need to re–examine those offered goods for

compliance to centric market’s patronage criteria, especially in the area
of technology. Then, get them into the market and make real money.

For instance, you can produce special local spirit (gin) testing cup, with
long handle for those in the Bayelsa, Edo, and Rivers markets, fish
preservative tray (Mini iced coolers), for those in the Akwa Ibom,
Bayelsa, Cross Rivers, Rivers and other fishing regions. Solar lamps,
power generating sets, etc, for many rural regions of the Nigerian’s
markets. Others can improve on and manufacture Plastic Ayoo games
for the Yorubas, and other interested regions. Special plastic that can
replace clay pots for almost all rural regions of the Nigerian’s market,
specially designed baby carriers, etc, for growing potential mothers
from all parts of the Nigerian’s market, babies washing baths, special
packaging machines for local foods items e.g. Ugu(melon leave), bitter
leave, Afang, spices, etc.
Those in the IT field can get soft wares to help Banks get better
records of their customers and help in their customers’ relations
management, (CRM).

For some hot product ideas that will hit the Nigerian’s market, contact
the Afromart Integrated Services limited at www.afromartservices.com.
They have a rich list of products that would ever explode in the
Nigerian’s market for many sectors.

218
Whatever the case, you have the goods that are required, desired, or
hunted-for, or which are periodically structured from the Nigerian’s
market backgrounds or ASEs’ oriented, you’d need to periodically and
inherently search, identify, establish and effectively maneuver target
market’s provided venues and get these into same target market as
established in face A of this part.

Having come from the above background, to sell to the Nigerian’s

market, the manufacturer would have conformed to the idea,

Brain Tracy in his book “The 100 Absolutely unbreakable laws of business
success” portrayed when he said,
“Market success comes from concentrating single mindedly on selling to those
customers you have segmented as being the ones who can most benefit from the
unique product or service features you offer in your area of specialization.”

With all of the above in mind, let’s bring in the face C of the system and
focus on the corporate world and how they would roll money from
patronages from the Nigerian’s market.

Face C
Corporations and firms

Here we will concentrate on you as a corporate organization and

others who render services that may be interested in or are seeking
customers from the Nigerian’s market.

Before going further, be reminded of the fact that no matter how this
could be achieved, the Nigerian’s market demands that an
organization has a presence in the market.

The branch of your organization in Nigeria can represent the presence.

Apart from that, your organization could enter into partnership, or be

associates with other organizations that can protect its interest in the
Nigerian’s market. This should not be difficult.

219
The followings need to be considered in order to cut cost, stay out of
problems with the authorities, while pulling a steady flow of customers
from Nigerian’s market:

How your organization would get required documents from the

authorities if it intends to be alone. For instance, organizations
should know how to get needed licenses, permits,
registrations, and other documents from the relevant
commissions like the corporate affairs commission in Nigeria.
How to equip its office to attract target customers.
How to monitor the administrative costs.
How the organization would effectively run the needed
advertisements.
How it would market with distinction as required.
How to monitor the customers getting processes.
How to make the organization’s selling activities down to earth
and result-yielding.
If the need arises, how to create a web site and dedicate it for
target customers from Nigeria.
How to work with appointees in Nigeria and direct customers
to them for services.
How to cost effectively add haunted for values.
How to cost effectively absorb customers from offices.

Judging from the above perspective, the two steps in this face will draw
your corporate organization’s attention to the key positions it would
need to stay, put into operation, and make its formulated Nigerian
customers getting schemes as found in face A or as stipulated above
ever successful and rewarding.

Let’s check out the first of these steps.

220
 Step 1
Add ‘Nigerian-haunted for-values’ to services

Designated leaders of the drafted control unit of the sales force of

your organization are expected to look into the target customers ASEs
Σ(ef.hnxtc)/t to acquire those value-yielding expectations, fears, hopes,
attitudes, cultures, beliefs, etc. These should be used to establish
those fitting styles of delivery or standards of running businesses.
These values are to be added to the organization’s services. The
targeted Nigerian customers should inherently deeply appreciate,
periodically derive joy, pleasure, pride, and happiness, (‘POS’), upon
usage of such services that are based on these values.

At the same time, the customers should feel steered to repeatedly use
the same services. Finally, the customers should believe that they
have shrewdly spent their monies and efforts to secure these services.

Thus, you as an interested organization would be expected to add to

your services those established fitting things that would technically
empower your targeted customers financially, socially, morally, and
emotionally more than they can get elsewhere. Then, tailor these to
effectively yield desired sales peak.

No wonder,
John C, Maxwell said, “One of the greatest rewards of adding values to people is
that it comes back to you multiplied.”

Yes, even your organization’s financial statue will grow from this
perspective of value-adding mania.

Some analyses from the Nigerian’s market intelligence base has

established the following two showground of progressions, as needed
in order for you to swiftly, cost effectively and profitably take the
position to generate the idea, identify, and add these values, namely:

221
 Deriving hot Nigerian “haunted-for” values, and
Millions worth values.

Now let us get to the first step.

Deriving hot Nigerian hunted-for values

The following steps will guide your corporate organization to the

capacity of deriving the kind of values Nigerian customers would die
for. For instance, the fashioned responsible leaders of your
organization would need to use the ASEs to carry out the followings:

• Establish the customers’ prevalent problems and situations of

living in the sector your organization is playing on e.g. fear of
delays, hopes of getting quicker results, the frustration in the
process of achieving their goals, and pride, etc.
• Establish the moves or extent, which the regulatory bodies in
the sector have gone to solve some of these problems e.g. the
laws, rules, permits, licenses, registrations, and so on, which
will determine what extent the organization can go in
rendering its services and offering its products.
• Clearly establish the core-competencies, cultures, and policies
of your organization, which has to align with the solutions and
fulfillment of the needs and yearnings of the target Nigerian
customers.
• Form a committee with the task of evaluating, developing, and
listing possible solutions to identified problems. Translate the
findings from the above stages into your organization’s ASEs.

With the above in focus, the drafted monitoring unit of your

organization would need to look within the organization again to
establish those little good things the target Nigerian customers would
not have expected from the organization but would ever value.

These values are required to be changing as newer ways of running

activities emerge or are foreseen. For their significances, these can be

222
called millions worth little values.

Let’s assume your organization has some contact points or network (its
presence) in Nigeria, some of these evaluated as important or
periodically required values, are as established bellow.

Millions worth little values

These would include the little things your organization would be

capable of achieving through rendered services to captivate Nigerian
customers. They are in two ways, the things accomplished from (A)
your physical offices, and B Your website. The point is as these values
are added your customers should through their established
expectations reveal what next they need in the future. In effect this is
an operational thing.

From your physical offices or contact points in Nigeria, your

organizations can inherently derive ideas of these projected values
when they continue performing little things as the followings:

Provide a system, which would coordinate, evaluate and

establish value added yielding inter, intra, extra departmental
activities. These activities would be in those ways, which will
periodically generate those images that would elevate the target
customers’ expectations beyond what competitors would offer.
Create into the minds of the customers, the organization’s
determination to beat emerging difficulties and continue the
provisions of what they need. Let them be convinced that the
organization is solidly structured, governed, and empowered to
deliver those satisfying services at any time expected of it.
Letting the customers appreciate the efforts the organization put
to serve them.
Let the customers willingly, confidently, speedily, convincingly
acclaim the quality, quantity, price, images, standard, etc, of what
is provided for them to be above what they had previously judged
it to be. Then maintain the status quo.

223
 Provide services in manners your targeted Nigerian customers
will believe that the services cannot be obtained anywhere else.
Pour light drinks (not spirits) into glasses for esteemed
customers in banks or other corporate offices.
Establish appealing ways to address the customers e.g. use
target market’s required or evaluated customer’s desired style of
talking.
Clean customer’s dusty shoes on entering the offices.
Have doors opened for customers by well dressed, friendly and
happy looking, guards.
Have brief cases and other loads carried and carefully kept by
security guards for customers.
Keep writing materials in receptions and other open places in
offices.
Have drinking water in the receptions.
Provide the convenience of purchase.
Provide after sales services, 24 / 7 customers service office.
Pay surprise visits to the homes of customers.
Gather their views about offered goods or services, cultures,
policies, etc, and give them gifts.

Now from the websites your organization can get ideas by:

Maintaining a 24/7 and responsive customers’ service unit e.g.

having phone lines that would always ring, chat links that work,
servers that would never crash, etc.
Offering trial version of the services.
Adopting a very convenient to use means of getting paid.
Securing a fast and safe means of delivering goods or services.
Promptly approving or disapproving request.
Being more physical as time goes on. Not allowing auto
responders to do everything.
Writing personalized email messages, thanking and expressing
commitment to serve.
Establishing caring policies.
Educating customers about the usage of certain services. More

224
 on the web business requirements are established in Face D of
this part of the book.

Besides the above, there are some generally required things some
sectors expect from organizations in it and you’d need to consider
these in order to derive fitting values for your kind of services.

For instance,

In the case of insurance companies, the following actions will help

added values reach hearts:

• Get the customers to pay premiums and enjoy some

immediate benefits. Study the provisions of the regulatory
body in this aspect, before developing a product that will serve
the purpose of achieving the above.
• Give out special loans.
• Sponsor and monitor the running of small businesses.
• Pay school fees and support educational activities of the
clients’ children.
• Be involved and work with other estate surveyors, banks and
other corporate bodies in housing provision for clients.
• Be involved in the activities of the customers.
• Pay claims promptly. Noting goes into the market faster than
reports or rumors of unpaid claims. As a one time insurance
agent I know the damages this has in customer’s confidence
to continue premium payments.

In case of banks and retail banking in particular

Here we mean the provisions made for individuals and some groups of
people when it comes to savings and current accounts, loans
syndications, etc. the banks are required to:

• Establish and clearly interpret to its entire staff what the

organization wish to gain from the banking business. Link

225
 these objectives to exceptional customer’s service delivery.
Make all the staffs truly feel the trend, in manners, which will
make them get ready for periodic cultural blends that
harmonize with customers ASEs.
• Go for leads, links, and contacts and get connected to as
many influential persons as possible for patronage through the
provisions of fitting ‘POS’.
• Be politically neutral.
• Sponsor loved programs.
• Advertise regularly.
• Regularly keep customers informed about the banks plans,
improvements, responsibilities, etc.
• Check patronage frequencies, then determine and work with
customer’s performance.
• Develop ways of being swift, confidential, protective, and
efficient in providing services.
• Fund small or medium scale businesses. Avoid politicizing the
process.
• Syndicate loan facilities to favor salary earners.
• Help local traders, distributors, agents, entrepreneurs, etc, to
facilitate credit purchases from abroad. Sponsor the
importation of certain goods and monitor the sales in Nigeria.
• Sponsor product developments of other sectors. Invite ideas
from the public, welcome comments from customers, and
experiment ways of developing and commercialize these
products. Be very open to the public as they come in with their
ideas.
• Get school children to open small special savings accounts.
Make these accounts life. Link up various means of paying
into these accounts.
• Make it easy for the unemployed to open an account with the
bank.
• Avoid allowing the customers to register entries when they
make deposits. Get cashiers or employ some staffs to do this
sort of things if the need be.

226
 • Have a good record of the special customers and regularly
keep in touch with them. Use the phone and e-mail to relate
with them.
• Avoid wasting the customer’s time. Be very prompt when
withdrawals are processed.
• Keep only naturally friendly and cheerful workers in the
customers care desks. Etc.

Apart from the above let’s check out how other organizations can add
values for which customers would find alluring.

Restaurants/Hotels/lodges

Those that can be targeted as customers from the above platform

would include lodgers (distinguished individuals, top governmental
officials, businesspersons, etc, party celebrants e.g. end of the year,
occasional parties, etc, conference holders e.g. organizations,
institutions, governmental agencies, etc, product launchers e.g.
Companies, etc, contest / show holders e.g. beauty contests, fashion
shows, etc, workers e.g. busy employees, etc, make it a second home
for your customers.

Customers would need to be treated with the strictest of confidentiality.

Provide what they would need before hand.

Be known by the targeted Nigerian customers. Create a silent way of

informing the customers of the organization’s presence and services.

For instance, join / sponsor popular TV shows and promotional

activities of other companies allow customers to win nights of free
offers in the hotel, offer schoolchildren the opportunities to win break
fast, launches, and dinners.

The idea is to operate from the grounds which would make your
customers feel like missing out of something if he decides to leave.

227
To fasten these move restaurants should consider the following points:

• Open in big cities and towns close to where there are a lot of
business activities and population. Locate where there is a great
view of the ocean if available or in heels, where the cityscape can
be viewed. Provide exceptional front office settings.
• Customers would also enjoy live bands , dancing halls, casinos,
parking space, swimming pool car hire services, bureau de change /
business service points, acceptance of credit cards, facilities for
offices, conference halls, courier services, lawn tennis court, sports
and gym halls, small art and craft market, etc.
• Let your attendants, stewards and other staffs be very delightful.
• Be sure to have great cooks. Provide a wide spread of required
(continental and local) dishes. Hunt for that international standard.
• Provide tastefully furnished suites, and if located in cities provide
international calls connections, internet facilities, great beds,
refrigerators, TV’s, good bath facilities.
• Provide good security system e.g. let there be close circuit cameras
in the passages and open areas like the reception. Use coded / card
or digital lock system for rooms. Provide fire extinguishers in
kitchens and other important areas.

Having secured the above position, the next logically required move is
to culture and maintain the general right conditions of absorbing your
Nigerian customers. This would make the functions of this system in
face A produce guaranteed super results, like turning in money for you.

Let’s examine in the next step, the conducts your organization would
periodically need to culture through ‘C&G’ strategies to breed within
itself the competences to absorb Nigerian customers as uncovered by
the Nigerian’s market itself .

228
 Step 2
Absorb customers with ‘C&G’ strategies
The absorption of your attracted Nigerian customers with ‘C&G’
strategies are the exercises those who are responsible for directly
dealing with and treating customers cases in your organization would
cautiously implement in certain moments of the reconciliation of their
own and customers’ ASEs, (Σ(ef.hnx)/t and Σ(ef.hnxtc)/t.) to derive
both agreeable effective absorption situations. These situations
include deriving the right motives, moods, feelings, beliefs, hopes,
attitudes, etc, to welcome target customers from Nigerian streets,
homes, offices, and other points of contact. They are then expected to
tactically conduct the customers into patronage, and retain same target
groups of customers as loyal base (the organization’s money spinning
platform).

Again, the essence of this step is to make sure you do not lose
concentration, and in effect customers and money.

The major physical locations that your organization can stay and
absorb customers would especially be the front offices within the
organization.

Again, most customers getting efforts would be wasted if the activities

that go on in your offices are allowed to roll at will.

Meanwhile, take note that if e-businesses are rapidly taking over the
traditional offline business settings, websites are becoming the number
one public offices from where entrepreneurs, organizations,
individuals, etc, can absorb their customers.

Apart from the websites, the other offices and holders from where your
organization’s can absorb target Nigerian customers include the
banking halls, receptions, secretaries’ offices, agents’ offices, order /
cashiers desks or counters, restaurants, cyber cafés, shops,
customers’ service offices and other points of contacts within your

229
organization’s network (required parts of the sales force) in Nigeria.

So, let’s briefly look at the perceptions the average Nigerian customers
would have on your organization’s offices and what absorption ideas
can be derived from the analyses.

Millions of potential Nigerian customers would take offices as places

they can go for information about the organization, directions on how
to get offered goods or services, meet some important workers, make
buys, make payments, lodge complains, share views, express their
desires, wishes, and other expectations.

As customers flow in, the following four points would help your
organization manage situations for effective customers’ absorptions.

These are:
Absorbing Nigerian customers.
Common customers mind distracters.
Controlling distractions in offices.
Tips for maintaining good level of concentration.

Let’s consider the first point.

Absorbing Nigerian customers

Some of the ways your office holders (part of your required sales force)
can achieve the above in your physical offices are to be in the ASEs
mood, take a quick look at the customers for right placements by
discerning their personalities, likely attitudes, possible motive of visit,
etc, then execute the followings:

Welcome each customer with a warm personal touch. This

depends on what is read from the customer’s countenance.
Even if it may not be necessary, endeavor to wear a warm smile
and have a cordial attitude.
Offer the customer relief from their problems during your

230
 interactions.
Provide seats for the customers.
Show concern about the customer’s welfare.
With sincerity, ask the customers what area the organization can
be of help (if the customer is a new one). If the reason the
customer visits is known, go straight to business.
Establish the customer’s needs.
With professionalism, treat and offer assistance aiming at the
pre-established gains for both the customer and the organization.

Just as mentioned above and in view of the Nigerian present situation,

when some customers come into the office, expect them to be partially
or fully distracted. These can lead to lose of tangible amount of monies
that could have dropped into your organization’s pocket from
patronage.

Therefore, it is important that your responsible desks understand and

control the circumstances that bring about moments of distractions
while they execute fitting ‘C&G’ maneuvers.

Find bellow the seven common Nigerian customers’ minds distracters,

which your required office holders must resist.

Common customer’s minds distracters

Some of these are:

Most of visiting customers may be so amazed at the state-of-the-

arts decor in an office, and have their attention drawn to
paintings / wall decor, beautiful chairs, lightening, rugs, marbles,
etc. Except for hotels, waiting halls, and few others, too much
decors in serious business arena may be very distracting. The
degree is what I cannot establish. Except targeting a large
number of customers, who would love, or are yearning for, and
could be lured to buy related products, excessive decors in
themselves may just turn out to be an end for visiting.

231
 The animations, some pointless graphics, etc, in some websites
can cause a shift of attention from what would have engineered a
healthy relationship between the organization and the target
customers.
Some customers especially the Nigerian women may storm an
office and suddenly remember something back home. Most of
the female Nigerian customers are likely going to be on the
domestic or caring side of life. They would always have their
minds occupied by one family, personal or general problem than
any other class of customers. Apart from this, some women may
come with their babies to the office; expect the babies to take a
huge percentage of their mother’s attention than any one treating
nursing mothers would.
Some customers may scratch itchy spots on their bodies and
consequently lose concentration to what was discussed.
Some may be ill, sneeze often, cough, feel uneasy, etc. Their
poor health condition can also make them loss concentration to
what you were promoting or driving at while executing some
‘C&G’ stratifications.
Some may sit down, enjoy the chair, or somehow feel
uncomfortable to the extent that they keep adjusting their sitting
positions and have their minds occupied with what they are
presently doing than what you are doing.
Some may be busy grooming their hair, trying to improve their
looks in the banking halls, waiting rooms, etc, and at the end
their minds may be occupied with what they look like or the
impression they wish creating than what you have to say if you
chose to absorb them from such unfavorable locations.

In all, the above make it important for you to be in charge, and make
sure things do not slip out of hands while executing your fitting ‘C&G’
strategies. This ushers us to the third viewpoint, which gives ideas on
how to control distractions in your office.

232
 Controlling distractions in offices

Neurologists believe that the human brain is capable of focusing on a

limited number of information at a given time.

While conversing with customers or chatting from website, or any other

medium, be focused on what you have for them. Check for those lose
ends in attitudes that may hinder the improvement of your absorption
process as you strategize with ‘C&G’ tactics.
Considering the Nigerian factor, the following are some instances of
failing to control distractions at the moments of communication in your
physical offices:

Talking on when your customers are distracted if you are

conversing.
Commencing immediately from where you stopped after your
customer has resumed concentration.
Allowing some distracting behavior your customers may put on
during a conversation to carry you away.
Jumping to a slightly or completely different subject or line of
logic after you and / or your customers have just been distracted.
Creating distractions yourself, while conversing with your
customers. For instance, if you are in your physical office in
Nigeria, how long do you toy with that pen in your hand while
conversing with your customers? How would you control the
distracting activities that may go on in the background if you are
using camera in net video? Generally, would it be very necessary
to squeeze your fore head by the time you chose to do it? Is it
very important to subject yourself to some things that may drive
you to impress your customers? Why not take care not to over
do it. How kept is your desktop? Do you have a cleaned up
customers management / PR manners?

In your web site, distractions can occur when you do the followings to
your site:

233
 Over loading your website home page. Exchanging and
providing so many links to other sites that have nothing to do
with what you are selling, in the bid to get more traffic to your
site.
Providing exhaustive list of people with conversions of how they
made from your offers.
Uploading enough animations to create a complete movie, onto
your site.

Remember that if emerging distractions that may occur in your office

are not effectively controlled, these will be the foundation of
misunderstanding, wrong judgments, wrong intentions and
commitments, omissions, etc, between you and your target Nigerian
customers.

It is the game of right mindsets.

You need to maintain a good level of concentration. The moments you

begin to feel that you are on top, are the moments multiple
camouflaged and lapses would graciously glide into you.

As such, the Nigerian’s market is right as the circumstances demand

that we treat how you can keep a good level of concentration while
maneuvering and absorbing your customers.

Find bellow some tips to give you a glimpse of the pivotal maneuvers
you can implement to maintain your expected level of concentration
while strategizing your way to absorb target Nigerian customers.

Tips for maintaining good level of concentration

In your physical office, these would occur when you perform the
followings:
Nurture a good level of confidence and concentration yourself
while talking and trying to absorb your customers.
Become imbued with the mood that you are the guardian of your

234
 Nigerian customer to his / her satisfaction and the achievement
of your company’s main selling goal.
Put on the discerned attitude that will evoke your customers back
to your track of reasoning if he has been distracted.
Realize that the solution to your customer’s perceived problem is
at hand, keep assuring them of this at regular intervals.
Allow a brief moment to pass to catch your customer’s attention if
you note he had lost attention. Then, with a suitable degree of
concern, neatly and firmly state to the customer where you were
in the discussion and gradually stir back the lost interest and pull
your customers in.

Findings from all of the above exercises would reveal how to a large
extent, part of the Nigerian customers absorption falls into fitting
discerned talks, discussions or call it expressions, that will guide,
confirm, seal and sustain sales – some kind of ‘C&G’ stratifications.

Let’s scan how we can translate and apply these lines of attack from
the perspectives established in the next very significant face of this
system -using the internet to capture Nigerian customers.

Face D
Internet based businesses

In two shortening steps, we shall focus on and seek to establish the

vital arrangements your organization, any interested already net-
preneur or even a new and interested net enthusiast would make to
use the internet to capture Nigerian customers and rake in money.

These steps are as follows:

Use the Internet the internet for Nigerian customers.

Set valuable resources for running your e-business.

235
You should fall on the ASEs guidance by getting the followings done:

(A)

(1). Establish your ASE (Σefhnx/t.) as at the time you intends being
up for your target Nigerian customers.

(2). Establish the ASE of the class of targeted Nigerian customers your
wish selling to as Σ(ef.hnxtc)/t.

(3). Establish the ASE of the exact market you wish to enter e.g. Lagos
as (Σ (ef.hnxtm)/t).

(4). Establish the ASE of your organization as (Σ(ef.hnxorg)/t.).

Find out the relationship between (1), (2), (3) and (4) in (A) as
(Σ(ef.hnx.org.tm.tc.)/t. which would relate to your planed web based
business.

Then, derive the common motives for choosing the internet, desires,
hopes, likes, fears, standards of living, curiosity, available internet
facilities and the like things that will assist you to cost effectively,
conveniently, swiftly, and accurately discover the right materials, verify,
design, experiment and put up a killing web site to carry your offered
goods or services into the Nigerian’s market.

Also, consider step (B) to identify and avoid common pitfalls, and
better maneuver to beat your competitors.

(B) Accomplish the followings, namely:

(1).Establish the ASE of your organization as at the time you intend

being up for Nigerian’s market as (Σ (ef.hnxorg)/t.).

(2).Establish the ASE of those you engage to do one thing or the other
in this net biz thing as (Σ (ef.hnxemp)/t.).

236
(3).Establish the ASE of others who are running such business as
competitor as (Σ (ef.hnxcompt)/t.)

Then, make a reconciliation of 1-3 of (B) to derive the common desires,

standards, class, likes, hopes, fears, goals, emerging needs, emerging
expectations, and derive and work with the problems of running such
a web site for Nigerian’s market.

Let’s consider what all this would involve from the first step.

Step 1
Use the internet for Nigerian customers
This is the act of going down to the core Nigerian’s market
backgrounds and using the ASEs to derive fitting materials and insight
to maneuver and legally use the facilities of the Internet to reach,
positively influence, attract, absorb and maintain millions of customers
from the target Nigerian’s market.

For instance, there are hundreds of thousands of Internet connectivity

in Nigeria, well over 750,000. Millions of Nigerians go to Cyber cafés to
browse.

These users include students, the young unemployed, and some

company workers who enjoy the provisions of the Net, made available
by their companies.

These millions of potential customers mostly between the ages of 12 -

65 have common curiosities, adventure, and are money and business
seeking. Therefore, they form a great base to hit and turn things
around for your organization’s Internet-based services.

Permit me to go a little deeper. I have observed that among this age

bracket are those Nigerians referred to as “the Yahoo boys.”

237
These boys are very smart and would do anything to elevate the
economic situations of their lives, get the fun of swindling their
unsuspecting or innocent victims, enjoy the realization of the
effectiveness of certain Internet marketing facilities such as bulk e-
mailing, impress their associates, and feel great finding a source of
income.

Emerging governmental agencies like the Economic and Financial

Crime Commission (EFCC) keep hunting and picking up these boys.
The whole truth is, so can you.

Just again, as a Nigerian proverb would say, when you scold the
hawk for picking up the chick, you scold the chick for being
careless and so exposed.

For me, I would be in the opinion of scolding the owner of the chick for
not providing food in a conducive environment for the chicks to eat and
stay out of danger.

You find all manners of goods or services on the Net. Some innocent
and sincere-hearted ones just get there to help themselves while
others are there to seize opportunities to defraud.
The point is this, if some of the Nigerian yahoo boys discover genuine Internet
businesses that would indeed yield them cash, they would become wonderful sales
apostles of your organization.

Thus, do a lot of splendid work by getting a Nigerian focused money-

spinning website ready for your target Nigerian customers.

If this site can get Nigerians flowing in, be sure that it can as well
capture other target African markets. First, go for Nigerians!

238
 Getting a site ready for Nigerian customers

Here your organization would need to derive relevant customers

pulling criteria from target Nigerian’s market base and maneuver with
the facilities of website to attract and absorb same customers
repeatedly.

In all, the followings should be done:

Think of what is to be offered the target customers. For instance,

Nigerians would deeply appreciate online businesses that would
lead to genuine moneymaking opportunities. They would need e-
books that would really help them to make money, goods that
would be of standard and generate income for commissions
made from sales if they are chosen as agents. Get ideas and
good help from www.earncrazy.com/instant-profits-pack.html,
www.bysony.com/ebooksresaleright/, www.bizwiz.com,
www.inlandhomebiz.com, www.101bookmarketingsites.com.
Register a domain name that would capture the minds and
concerns and specific biting needs of your target customers. For
instance, ‘Home business for africans.com,’ ‘Real money for
africans.ws,’ ‘affiliate plans 4u.com,’ ‘every body can sell.com,’
‘collect payments online.com’, ‘now ready made 4 u.com’ etc.
Get a good hosting package. Get a great, dependable, 24/7
customers service host. There can be nothing more frustrating
than when your site is always having trouble. There are
thousands of promising hosting packages on the internet. Ask
google, yahoo, and other search engines. For instance, you can
use www.godaddy.com, for both domain names registrations and
hosting plans. When writing sales letter or in the welcome or
home page, give Nigerian customers solid assurances and
guarantees and be convincing enough. Remember to use direct
approach.
The use of bold characters would portray a determined, straight
to the point feelings into the average Nigerian customer’s minds.
Own a magnetic, sticky website e.g. install get paid to read email

239
advertisements.
Avoid endless links and talks in the name of making the Nigerian
customers remain in the site; be precise. Remember they hate
stories.
For whatever is sold, provide the money value and in other
cases, some points that can be converted to purchases or money
being paid into their local bank accounts in Nigeria for providing
the organization with the email addresses of real ready Nigerians
who would finally buy offered goods or services.
Make payments easy, safe, swift, and convenient. Use the bank
wire transfer method of payment, western money transfer
system, and other services that would be friendly to Nigerians.
Make the shipping and handling (S/H) swift, door-to-door and
safe. Use a courier service company that knows the target
Nigerian’s market inside out and that is known and respected by
your target Nigerian customers.
Find merchants for collecting payments online that would favor
the methods used by the targeted market and customers. These
merchants should be those who cut across the globe indeed. For
instance, www.alertpay.com, www.thri-hub.com, and
www.regnow.com, www.moneybookers.com, are good for
verification.
If the need arises get a third party into the site to run the
organization’s selling. These should be dependable and capable
of constantly forwarding payouts in good time. They should have
enough facilities to make the organization’s business hitch free
and flourishing. For instance, www.digibuy.com
www.linkshare.com, www.paysytem.com are good for your
verification and trial.
Provide affiliate packages in the site to run the sales as well.
Provide everything that would enable them to make money like
coordinate e-marketing facilities that would make your affiliates
really make sales. Provide facilities for them to get commissions
from their down line to few levels or so. Make payouts to your
affiliates easy and fast for them. Make it easy to fill the forms.
Guard against frauds, spamming and other Internet ills. Make it

240
part of the organization’s policies to protect its clients, and in the
disclaimer make it clear that the organization would terminate the
terms of contract at will should any of the affiliates delicately run
against the customers’ protective measures. Also, be frank about
discontinuing with any affiliate who violates the standards of
running business on the Internet. For instance, get ideas and
those who are ready to run the affiliate program stocked with
everything for you from
www.associateprograms.com/articles/175/How-to-start-an-
affiliate-program, www.affiliateguide.com,
www.affiliateseeking.com, www.elements.com.
Market the site in different ways on line. For instance, use the
banners, free classified ad sites, summit the ads to sites that can
get the ads to thousands of search engines, summit url to sites
that can take it to millions of promotional sites.
Purchase e-zine advertising that focus on the African market
especially the Nigerians.
Exchange links with those who can carry your organization
everywhere online. For instance, get assistance from,
www.startxchange.com.
Download and use email extractors that comply with the Internet
standards of bulk emailing. Check out
www.supershareware.com/software/dwnload-free-email-
extractor.html.
Buy good bulk e-mailing facility for me this is the very best way of
making money. I would advice you to get those who can run
everything from their own server for you to be on the safe side. If
your organization needs to be more secured it can pay for few
bulks of emails addresses. If there is need to be more
economical get those who would charge only once for a life
membership. They should give access to their facilities at all
times. Search google or yahoo for more results on e-marketing.
For instance, consider the following,
www.webman.com/email/_75_millions.html/, www.fxstyle.net.
Write and freely publish articles that aim at empowering the
target Nigerian customers.

241
 The Guardian and some local newspapers, Cool 96.9 FM,
Rhythm 93.7 and 94.7 FM can carry your organization’s web
addresses to millions of ready Nigerian customers.
List your organization’s web and other contact information in
yellow pages and other directories that are used by millions of
Nigerians. For instance, get listed in
www.nigerianbusinessonline.com.
From ASEs’ backgrounds add great values to their lives from the
rendered services.
Have local contacts or agents such as Afromart Integrated
Services limited to distribute or relay buying / business
information back to your organization.

Therefore using and marketing through the Internet reminds us of most

e-goods or services your organization can offer target Nigerian
customers. For instance, the organization can sell affiliate programs,
have make-money-at-home opportunities, web hosting facilities, e-
marketing soft wares, auditing, and other soft wares that are beneficial
to corporations, other great soft wares, web designing facilities, goods
and some other services.

The core issue now is in making the offers more attractive and centric
Nigerian’s market driven than those of the competitors may make.

Your organization need to make things easier for it to remain in the

above position. Subsequently any interested net business need to
build a resourceful link to keep sorting out valuable materials for its
course of action. This may represent the organization’s very necessary
e-business treasury chest or handy storehouse.

The next step offers ideas of what needs to be executed to keep such
a resourceful link precious.

242
 Step 2
Load your e-business treasury strongbox

This step is prepared to give you ideas on how to pack resourceful

stuffs into your e-business treasury chest as one who runs an internet-
based business to get customers from the Nigerian’s market.

The treasury strongbox should be regularly updated with the latest

tools. This is aimed at helping the organization or a ‘fresher-to-the-net’
swiftly conform to the required standards periodically needed to carry
the customers along.

This preparedness would periodically sharpen the focus of the

organization and make responses to needs quicker.

This should not be a difficult to understand and use chamber.

I keep and regularly update this kind of chamber myself. The following
would give ideas on how to organize the strongbox.

For instance, give headings and list out sites that would help in that
field.

For your web sites,

Your domain names

It is a good idea to have your domain names hosted by sites that,

provide many great cgi scripts for you to strategize with free of charge.
After all this is internet, you do not need to pay heavily for services that
are almost everywhere.

1 Some host cgi on their own servers to relieve you of the trouble
of learning how to install cgi or even have it enabled on your
server. Note that some of these sites may place adverts on your

243
 sites, after all, they must gain from their fine gestures. Check out
http://www.hostedscripts.com for ideas.
2 For cheap registration fees. Check out
http://www.CheapDomains.ws http://40megs.com/888.html.
3 If you need to, be a host and buy a large space or something like
that for a very little amount then resell this to your Nigerian
customers. Check out hostica .com, they may have something
that would march your budget. http://www.Hostica.com.

For integrated e-business services

Think of getting a secured top quality internet business services
at very low prices or free.
If you chose a site to work with, make sure they have exceptional
customer service and money back guarantee.
For the large market you may target, some of the site’s services
should include copywriting, web design, website analysis,
domain and web hosting solutions. You can just become affiliate
to such. For instance, check out the services of safe internet
services from http://www.safeinternetbusiness.com.
If you have none, plan to get fax messages from around the
world delivered straight into your email box. That will boost your
potentials. You may not spend heavily for this, for instance you
can even get needed services free. consider http://efax.com.

If you have an archive and member sites you must try to carry
your customers along and inform them of moments of changes or
updates in your web site. Get the help of change detection at
http://www.changedetection.com, it's completely free!
Give your site some security. Visit site that would help you in
many forms of protection. For instance, check out
http://www.securitymetrics.com.
Use sites that offer great useful web building and support
services in the hope that you would upgrade to higher standard.
You can seek for and benefit from a free side of Mailing List
program and Web Polls program that’s great for researching new
product ideas. Get licenses to use the trail version.
http://www.worldsubmitpro.com.

244
 Check the effectiveness of the words you chose for your web
pages. This is important for you to have that desired results.
Look for sites that can help you prepare great keywords free if
possible.
http://www.engineready.com/freeware/keywordminer/index.html.
I would advice that at some point you should incorporate a
business. In addition, if you have your very own product or have
written a book try to get patent and copyright. The following sites
would be very helpful to you.http://www.freeadvice.com
http://www.legalzoom.com.
It is best you get a site for bits and pieces for your web sites. For
instance, you can visit www.freewebtools.com,
www.thefreesite.com, and www.bluevada.com.
To protect your computer from thieves, visit
http://www.scumware.com.

Get hot selling or missing products to sell

In all, get hot selling or missing products to sell from your sites. This is
where the Nigerian’s market comes in very handy. Afromart Integrated
Services Limited offers you a wide range of products from the
Nigerian’s market, which you can sell and make real good money. This
is real, sweet to know and legal. The idea is, from your very own web
sites you can get Nigerians themselves to be affiliates and sell from
sub domains.

So check out what some of the major Nigerian’s markets have to

sell and incorporate these to your sites accordingly.
Besides, you can get products to sell for Nigerians from
www.spyonit.com, www.tracerlock.com, and
www.seedcapitalnetwork.com.

245
 For e-books
Find more about e-books about marketing, making money online, etc,
from results from search engines.

If you can write for yourself go ahead. You would need to edit, protect,
get blogs and get your books actually spinning money from the
internet.
If you need help for editing your e-book, try
www.perfectediting.com, www.bookandyou.com, and
www.edit.perfect.essays.com.
Protect your book from thieves. For instance, get security help
from www.secureebook.com.
Get good designers if you are not sure of getting it right your self,
try www.homestead.com, www.covergraphics.com, and
www.marketingedgedesign.com.
You can create blogs for your e-books. For help visit
www.genebase.com/blogintro.php.
Plan to make money from your e-book’s blog, get ideas from,
www.johnchow.com.
If it happens, that you need it, you can get e-books creator and
pdf generator free from http://www.jansfreeware.com.

For your e-books submissions

If you wish to use the services of e-book submission sites, try the
following site, www.ebooksubmit.com, www.jogena.com,
www.ebooklibrary.com/ebook_library_000007_htm,
www.bizzday.com, www.ebookleads.com,
www.websucessecenter.com, www.ebooks4free.net, www.vitual-
ebooks.com, and www.ebook88.com.

246
 For Money making opportunities

If you need to get some money making opportunities that can set you
financially free and perhaps let some others have these opportunities,
then you can get affiliates from the Nigerian’s market to run your sites
that have these programs.

For instance,
Try www.way2miracle.com, www.quickmoneygenius.com,
www.earnmoneyeasydaily.us, www.profitgateway.com,
www.getresponse.com, www.esellerate.com,
www.makemoneyonline.com, www.autoplotprofits.com,
www.clickincome123.com, www.profitgateway.com,
www.contactthem.us, www.freesitesignup.com, and
www.internetmillionsdollas.com.

If on the line, you need some operating capital to start something

up you can try www.seedcapitalnetwork.com.

For e-marketing

Affiliate programs
Here we facing how you can spend some money and get serious
affiliate programs running on your sites.

If you are interested get sites that have almost everything

needed to make it as an affiliate merchant. For instance,
consider the following sites,www.myaffiliateprogram.com,
www.affiliatewiz.com, and www.affiliateshop.com.

You can get third party and exchange your links to sell your products
for you.

247
E-mail marketing
If this need emerges, use www.americaint.com, etc.

For Bulk emailing

Visit, www.blast4trafic.com, and www.freeadforum.com.
Get email addresses from
http://www.emailaddresses.com/guide_types.htm.
You can even use the services of world email Directory and
world pages search for email addresses globally. Try
www.worldemail.com/wede4.shtml, and
www.worldpages.com/reshome.html.
If you need soft wares to blast to the world you can get some at
www.toughmediagroup.com, www.7x7x.net,
www.heavywightmarketing.com, and www.myt3billionsads.com.

Search engine submissions

Submit your url to search engines like the Yahoo, google etc.
Visit this site and you will find it very interesting
http://www.selfpromotion.com,

Auto responder
Visit the following links for ideas, http://www.freeautobot.com and
http://www.AutorespondIt.com.
You can use the services of t-mail to get your email messages
translated. This would give you an edge in understanding the
languages of others who may not understand English. I like this
stuff, especially when one is dealing with the international
community. Try, http://www.t-mail.com.
Pop ups
You will find these sites very interesting
http://www.popupmaster.com, and
http://www.PopUpRotator.com.

248
Ezines

For instance,
Install the “Opt-In Automator” program on your web site get this
at www.OptInAutomator.com.
Learn from others for instance, visit, www.EzineExperiment.com.

Forums
Ask the experts about internet marketing. Join great forums.
Check out http://www.WarriorForum.com/forum and
http://www.ablake.net/forum.

You can ask search engines and you would have a wealth of
resources to help you fill your storehouse and hit the Nigerian’s market
better.

If you have any question or need any help, please do not hesitate to
contact www.afromartservices.com. They would help you to build your
opt-in list from the Nigerian’s market, make your classified Ads,
Newsletters, articles, press releases reach the heart of the Nigerian’s
market. Also, they would help you get your advert, offline marketing,
Video messages (in DVDs, VCDs and so), to reach and stimulate sales
from your target Nigerian’s market. You can be linked to market forums
in Nigeria with the help of Afromart Integrated services.

After getting the chambers ready, and as a summary, in the real

Nigerian’s market floors, your organization would need to practically do
the followings to harness its exploit of the internet-based business for
target Nigerian customers:

Appoint an agent as a component of the structured sales force in

Nigeria. Monitor your appointee from findings established in this book.
Establish all necessary connections between the organization and the
Agent, for payments, and delivery of offered services.

249
Get this appointee to print handbills or brief magnetic sales letters that
carry your complete contact details and that of your appointees.

Your appointees should gather and use mobile phone numbers,

addresses, websites, e-mail address, or other forms of contacts of
prospects.

Get the appointee to appoint many cyber café owners as sub agents
and distribute printed materials to these cyber cafes.
.
Also, distribute handbills to business centers, schools such as
polytechnics, universities, markets, corporations, etc.

Advertise as well in widely read Nigerian business enlightening

magazines like the Success Digest and Internet Entrepreneur.

Again, let the whole appointees make a great offline marketing to carry
along targeted customers as established in face A of this system.

By the number of subscribers to the telecoms service providers in

Nigeria, there are millions of mobile phones owners to target.

In addition, there are hundreds of thousands of e-mail addresses and

tens of thousands companies that operate in Nigeria to hit.

Meanwhile, you should be in the right situation, the right frame of mind,
use the right strategies reconcile your organizational functions and
finally execute schemes which will inherently, cost effectively, pull
customers, help you close sales and make real money from the
Nigerian’s market.

So, it is a new core selling and money making extravaganza in the

Nigerian’s market, which you should never be carried by the tide,
though.

250
In fact, there is something we would need to consider here, that is
being too busy selling to Nigerian customers might elude your
organization’s focus to the truth that members of its required sales
force may run out of energy, effective strategies, the right form, zeal, or
such required Nigerian customers getting endowments.

The sad part is if the above is allowed to take place, silly things can
take the place of the organization’s sales growth and profits
maximization.

For instance, wrongly timed advertisements and promotional programs

that would be run at these sorts of moments may never fully lead an
organization to desired results. The lingering of these situations can
comfortably culture a hidden ground where negative influences would
backfire to affect the speed of sales growth. Reaching and sinking the
required deep relationship building roots into the heart of the market
would then become very difficult.

At the end, monies will inherently be lost.

Based on materials and findings from parts 1, 2, 3, and this part of the
book, the Nigerian’s market has established how your organization
can keep its over all foresight and morals constantly high and
maneuver from positions which your attracted and absorbed customers
will inherently never feel and want to go back to the ‘free-for-all-grab-
me’ market. It would do this by cost effectively aiding your organization
to set an easy to run and maintain Nigerian customers getting and
money-creating turnkey from the redirection and reframing or
assignment of newer heart-sealing core objectives for building
relationships, advertising, and promoting. These are the revealed
instances of keying the hearts of customers to your offers.

In the next part, 5, all these would be placed on the stage of “make
them die hard loyal”. Here you would discover how loses would be
dramatically reduced, functions more result yielding, and moneymaking
systems secured on a generative platform.

251
 Part 5
Make them die-hard loyal

Consequently, the responsible members of the sales force of your

organization would need to seal the hearts of their customers, by
implementing the required strategies which will make same customers
on their own battle back oppositions, rush back and stick to the
organization come what may. It should not be difficult. Those expected
to carry out any task in the expected line of function should keep
managing situations, influencing circumstances, and ensuring that they
meet certain required conditions as discussed in the previous parts of
this book. Everything should be aimed at preparing the right heart
conditions. Causing events to favor the turning of the target Nigerian
customers into a powerful base of those who would be ready to move
along with the organization to any length, bear with it, feel strongly
attached to it, pull others to it, make the whole customers getting and
money producing process self-sustaining one -making them die-hard
loyal.

In a way, these responsible parts of the sales force are required to

spark the fire within them to plant the right stimulating and appealing
worded seeds in the changing hearts of the customers through
available medium.

In his book,
“How to develop self-confidence for success”. P.C Ganesan said “ the sub
conscious mind is the most powerful part of the mind and once any idea gets
embedded in it, it works miracles by translating the idea into reality.”

To prove how important the capturing of the heart is from his view,

Robert Greene hinted that “Ignore the heart and the minds of others and they will
grow to hate you...
The best way to protect yourself is to be as fluid and formless as water, never bet
on stability or lasting order. Everything changes.”

252
Sealing the customers heart to your organization would aid in making
them defensive while on the organization’s side and become die-hard
loyal.

You can be sure that if they were loyal, your organization would be
guaranteed of a concrete base to execute the followings:

Slice the cost associated in acquiring new customers.

Develop the periodically required background to sort out
materials, construct, establish, and implement customers getting
values like technical abilities and expertise.
Gain the periodically required insight to fulfill customers’
expectations more than competitors do.
Create a more focused customers getting front among other
benefits.

From the analyses of the ASEs’ formulas and the entire processes
established from our previous parts the angles bellow will provide the
simple and firm floors and positions to operate and make the absorbed
Nigerian customers die-hard loyal.

These four floors are as follows:

Build a profitable relationship with Nigerian customers.

Idea of making your adverts in Nigeria more effective.
Promoting from ‘C&G’ background.
Making them die-hard loyal.

Use the above medium to tie up everything and secure the followings:

Hunt for and improve standards of living of customers.

Raise and fulfill hopes.
Create and spew emotions.
Raise and attract curiosity.
Provide adventure.
Create and fortify strengths (financially, morally, etc.).

253
 Entertain, be lively, and bubbling when running the business.
We will focus on these leaders and those moments any seller may
need to be in the above position.

So let us start discovering how to achieve the above straight up with

the first step.

Step 1
Build a profitable relationship with Nigerian
customers

The market demands that your organization through its designated

leaders, periodically sort out and work with the right relationship
building materials (information) as discussed from the previous parts.
Then, strategically put together these as it evaluates with the ASEs’
formulas, for creations of the periodic, favorable, bilateral, benefiting
essential circumstances, situations or conditions, which will constantly
promote the exchange of feelings, thoughts, ideas, opinions, etc,
between the organization and target Nigerian customers while values
are constantly obtained.

The above can be achieved from your website or offline backgrounds

through communication dispositions, image projections, and such
things, the members of your lead sales force display when sending
sales letters, chatting, discussing in forum, advertising, promoting,
marketing, selling, etc.

Findings from analyses of the background we have come from reveal

that your structured leaders can spear head the required unit to
periodically achieve the above by:

Recommending and championing wholesome, marketing, and

effective customer’s management enhancing gossips in the
organization e.g. saying up building things about members of the

254
structured sales force in the organization. Yes, say things that
would stimulate them to be effective conversers.
Asking members of the sales force mind discerning questions
that would help in sustaining their customers’ relationship,
maintaining high performance. Do not pry into others privacy
while doing this.
Occasionally making arrangements to interview selected
members of the sales force around to discern what emerging
Nigerian customers getting and maintaining ideas that can be
gathered to help in the periodic ‘C&G’ stratifications.
Making pre- call arrangements and discussing with some loyal or
important Nigerian customers, some useful competitors, and
other relevant people in the industry. Creating the background
from where a good target customers management tools would
periodically generate.
Getting the responsible desks to pass memos, which will
stimulate and encourage the sales force to form chat groups,
brainstorming team, etc, to discus some matters about your
target Nigerian’s market / customers.
Using the company’s bulletins, newsletters, or some sorts of
journal if there are such to chip in gathered ideas, comments,
opinions, recommendations, etc.
Taking care not to incite jealousy, clashes of interest and hatred
among the involved groups of people, especially among the
employees of the organization while executing the above.
Using some available openings in the organization’s means of
communication, which can be intelligently tapped to chip in
customers-management discussion clauses, phrases, sentences,
or anything that will silently spark up a healthy competition, up
building admiration / jealousy among the sales force in the
organization. Some of the openings that can be used to achieve
the above, include the occasions when an organization post on
their notice boards or some how get this information across,
news about new entrants, transfers, terminations, training
schemes, marriages, births, service awards, parties, employees
sports, new products launching plans, government regulations,

255
 competitors activities, etc.

With the above, the control unit of your required sales force would
have cultured a background that projects beneficial light to the target
customers’ hearts as other members of the structured sales force carry
out other campaigns to seal same customers’ hearts.

Also, from the above noticeable background, the sales force as a

whole can make its offers reconcile with the ASEs of the targeted
customers. For instance, these customers should be helped with your
offers to make real money, solve bitter problems, etc.

The Nigerian’s market has proved a position as the above as the best
to carry the customers along through advertisements and promotions.
This new positioning would keep your customers getting platform alive,
highly rewarding, interesting, attractive, competitive, deeply noticed
and quite alluring in the market.

Let’s check from the next step how the right moments can be
snatched and used to periodically run such stimulating advert that can
buy the hearts of your Nigerian customers and make them ‘die-hard
loyal’.

Step 2
Advertise to sustain ‘C&G’ campaign
We would be unfolding the making of your goods or services publicly
known in the target Nigerian’s market in those expected manners,
which will further trigger, uphold, and favor the periodic
implementations of suitable ‘C&G’ strategies around the same targeted
market to make them die-hard loyal. This would be when your
organization advertises to put its periodically required ‘C&G’ processes
on an imperative stage in the Nigerian customers getting crusade-
advertising platform to periodically sustain same fitting ‘C&G’
campaign.

256
Thus, depending on your targeted Nigerian’s market e.g. the public,
corporate clients, rich class, middle class men, middle class women,
children, industrial buyers, Internet-based businesses, etc, your
organization’s advertisement programs will have to create the right
mind sets / conditions to pin down the hearts of the target Nigerian
customers on the periodic offers. While this is on, other members of
your structured sales force (salespersons, markers, etc.) would
maneuver and carry the disgorged messages into the hearts of the
customers they come in contact with.

With the above in view, we will focus on three discovered angles of

considerations in this advertisement process.

These are as follows:

How your organization’s networks in Nigeria can aid the running

of the adverts and periodically implement fitting ‘C&G’
stratifications to sustain the effects of the program.
When Internet-based advert programs aimed at your targeted
Nigerian’s market can carry along some expressions that could
be tagged on ‘C&G’ maneuvers. And
When your organization’s network (appointees) in Nigeria
can back these Internet-based adverts, as they implement
‘C&G’ exercises to carry along your captivating messages to the
grass root of the targeted Nigerian’s market.

In view of the above, three angles of deliberation, the members of your

sales force who are responsible for airing Adverts should prepare,
evaluate, tune and channel their ASEs, that of the target Nigerian
customers, and others involved in the advert process into those
backgrounds from where effective ‘C&G’ activities can trigger
patronage while sticking customers hearts to your organization.

The following four standpoints has been established as going to help

organizations firmly achieve the aim of advertising to sustain ‘C&G’
strategies. These are as follows:

257
 The Nigerian advert platform.
Advert steps to hit Nigerian’s market.
Four rewarding advert options. These options fulfill the following
functions: 1. Ceremonial. 2. Creative. 3. Persuasive. 4.
Informative.
Fastening your desired advert results.

Considering the threats that may exist on the Nigerian advert stage,
due to ignorance, it would be vital you start up this process by
understanding the Nigerian customers yielding advertisement platform,
which an organization would play on.

This knowledge would help your monitoring unit stir the sales force
more effectively to obtain optimal results.

The Nigerian advert platform

This is just like knowing of the terms of a business and where your
profits would emerge from before engaging in it.

For instance, by the virtue of the Act 55 of 1988, amended in Act 93 of

1992, the Advertising Practitioners’ Council of Nigeria (APCON) vets
adverts activities in Nigeria.

In agreement with the Act 55 of 1988, APCON has empowered the

Advertising Standard Panel (ASP) to regulate advertisement in Nigeria.

Besides, ASP has other counterparts, which back APCON in regulating

advertising businesses in Nigeria. Under this category, we have the
Advertising Practitioners’ Investigation Panel (APIP) and the
Advertising Practitioners’ Disciplinary committee (APDC).

With the new amendments of the Act as above, APCON has the added
load of monitoring the advertising activities of other regulating bodies.

Thus, under ASP, APCON has extended its oversight to the

advertising activities of other regulatory bodies like the Central Bank of

258
Nigeria (CBN), National Insurance Commission (NICON), Standard
organization of Nigeria (SON), National Broadcasting Commission
(NBC), and National Communication Commission (NCC), etc.

In Nigeria, there are rules and set standards in the advert platform,
which you should check before running your programs.

As it appears, the regulatory bodies only vet to make the platform a

profitable arena to play on.

To make things easier for an organization, the Nigerian advertising

arena is facilitated by credible advertising agencies.

Among these is Insight Drey located at GRA Ikeja, Lagos, Nigeria.

Insight Grey is an affiliate to Grey worldwide since 1996.

The agency has advertised products for Indomie and Nigerian
Breweries where they feature Gulder Larger bear, a commercial that is
enjoyed by many Nigerians.

In addition, there is the STB MC CANN.

They have done advert for Zenith International Bank, Nestle, and
Peugeot.

The CENTER SPREAD FCB in Saw yerr Crescent Anthony Village,

Lagos, Nigeria, advertises for Johnson wax products like Nixodem,
Raid, Tantalizers, UNICEF, and Zein, among others.

There is the SO & U. They advertise for Proctor & Gamble, which
produces Always, Pampers, Mr. Biggs, MTN, etc.

Apart from the above advertisers, the deregulation of most industries

including the media has made the broadcasting environment in Nigeria
to be more lucrative and conducive for advertisers to run their
programs and hit the desired results.

259
For instance, some entrepreneurs run commercial radio, television
stations, and publishing companies.

That millions of Nigerians get desired broadcasted amusements,

pleasantness, joy, happiness, fulfilled moments, well-spent leisure, and
so forth, are evidences of the fact that millions of them own radio and
TV receivers at homes. So, there are some millions of radio receivers
and TVs in Nigeria today. The idea is these millions can be reached
through the broad casting media.

For instance, radio stations like the Cool 96.8 FM, Rhythm 93.7 and
94.7 FM are down to earth in entertaining millions of Nigerians.

These radio stations are some of an organization’s sure bets to

sponsor interesting programs and / or get advert programs running.

Besides, there is the Brila 89.6 FM, a radio station dedicated to sports.
They reach millions of sports loving Nigerian listeners also and of
course are an organization’s sure bet to advertise its sports goods or
services.

In addition, many state owned radio stations could carry advert

messages to millions of listeners in a particular market of interest.

Apart from radio, there are TV stations such as the NTA (Nigerian
Television Authority), the station that can get an organization more
audience than any other. The STV (Silver Bird Television), known for
showing some of the greatest entertaining programs in Nigeria. Others
include, the Muri International Television (MiTV), Channels, (the
television of the year 2000, 2001, 2003, 2004, the only station in
Nigeria that keeps reminding me of the CNN and Sky news) and
Galaxy Television. Yet other stations as the African Independent
Television (AIT), spew out great and wonderful children, educational
programs, movies, documentaries, and other programs that advertisers
can sponsor to reach millions of customers.

260
Nigeria even has a cable station, the hitv, where advertisers can reach
millions of sport loving Nigerians during the premiership and other
soccer and sporting events.

In addition, in the print media, there is a wide choice to pick. For

instance, there are “This Day”, “the Sun”, “the Guardian”, and “the
paunch” newspapers. There are also magazines like the “City People
Magazine|, “the Internet Entrepreneur” and many others, which
advertisers can use to reach millions of Nigerian readers.
There are billboards, bills and other media to advertise further in
Nigeria.

If the need arises, from the above, your organization can use its
network in Nigeria to drag attention to your website. Yes, these
customers attentions should be brought to the organization’s www.your
company’sname.com, and your offers in the targeted market.

At the end, through advertisement, your organization can sustain the

‘C&G’ campaign of its sales unit down in the market, while the ‘C&G’
stratifications continues driving home the spewed inciting messages of
the advert into your target customers hearts.

Using the foresight provided by the ASEs’ formula, we have bellow

some four practical Nigerian’s market hitting ad steps, which will get
you and your sales unit, solidly organized to effectively, accurately,
cost effectively and rewardingly run adverts across to the targeted
Nigerian customers and make the further heart capturing schemes
continually valuable.

261
 Advert steps to hit Nigerian’s market

Your advertisers can achieve the above by carrying out the followings
hinted requirements:

(A)
Identify who would use and / or buy your offered goods or services
most. Then, establish their ASEs (Σ (ef.hnxtc)/t) as at the time your
organization intends advertising. Know your customers most
commonly used languages, their main activities / occupations, attitudes
to work, beliefs, their hopes, likes, dislikes, fears, goals, how the
general Nigerian’s market situations influences them, as all of the
above relate to your offers. Establish what the customers would likely
expect from your organization from the above foundation.

(B)
Establish your organization’s ASEs (Σ (ef.hnxorg)/t) as at the same
time it intends advertising. Establish what the organization intends
achieving from the advertisement program. Know its financial strength
to run the program. Know the ASEs of those who would be involved in
the program’s execution. Establish their likes, hopes, fears, beliefs,
capabilities to deliver, attitudes to execute the advert program’s related
tasks.

(C)
Establish the ASEs of your competitors in the targeted Nigerian’s
market as Σ (ef.hnxcompt)/t to derive the common trends, omissions,
commitments, lapses, visions, advertising strategies and other things
as would aid the advert to reach desired target.

(D)
Establish the ASEs of your sector as Σ (ef.hnxsect)/t to derive the
common regulations, policies, pursuits, goals, advertising standards,
etc, as would help the organization plan and execute a magnetic
advert program.

262
From the above four preparatory backgrounds, your advertisers can
consider the manners, which conversations are done, businesses are
run, ceremonies are done, etc, in the targeted Nigerian’s market. Then,
they can decide if they (the advertisers) would need to drag words,
snap out words, spell out words distinctively, be emotional, what body
language or other kinetics to use while running planned advertisement
programs. Your down line in Nigeria (designated part of the sales
force), should carry along these methods of convincing target
customers as ‘C&G’ stratifications.

Therefore, from the evaluations of the ASEs’ formulas, the advertisers

would have derived advert enhancing hopes, fears, expectations,
goals, desires, reasons for doing things, attitudes, cultures, beliefs, etc.

Then, your organization could fortify its efforts of getting the right ‘C&G’
assisted advert program running, by selecting from the following four
rewarding options bellow as initiated by the Nigerian’s market
intelligence base.

These options are derived from the functions, which they need to fulfill
to spice up the ‘C&G’ campaign; this will also add more colors to the
slated advertisements and help in securing a meaningful impact and
reaching your target customers’ minds more precisely as loyalty origin.

These would help keep the heart-capturing dial on the right advert
positions.

Four rewarding advert options for Nigerian’s market

A. The first advert option is that which would fulfill the ceremonial
functions.

We have this because there would be instances when your

organization will be required to consistently face and advertise in some
target Nigerian market that would have been acquainted with the
organization for a long period of time in their territory.

263
Normally before running this kind of advert you’d have less competition
and / or are the only one serving a particular region in Nigeria.

You can run this form of advert for the sake of advertising, breaking a
period of silence and just letting your customers know that you are still
around.

Your organization may need to fasten its relationship with targeted

customers and seal evaluated communication gaps.

Thus, the organization would need to use words, languages,

characters, media, and other resources in those evaluated fitting
Nigerian ways (‘C&G’ backed), that will influence and generate the
required feelings, fulfill certain expectations, initiate the development of
necessary loyal mindsets that will sustain the life of your operations in
the same target market, and lead to other selling goals.

B. There is this other advert option, which fulfils the creative

functions.

This advert option would capture hundreds of thousands of the curious

minded, “seeing-is-believing,” careful, young minded, target Nigerian
customers.

The targeted customers should be made to naturally accept what this

sort of advert claim as being true and real.

Therefore, your advert in this regards should be able to make the

customers remember a current or past issue in the territory that
highlight the importance of the offered goods or services at the
particular point in time that the advert is running.

Natural, social, economical, political events, general beliefs of the

targeted customers, their cultures, hopes, likes, fears, climatic
conditions, living circumstances, or conditions and situations, seasons,
etc, could be taped to prepare the creative advert option.

264
As the name implies, if it is to fulfill the creative function, then your
advertisers must be imaginative, be great thinkers, sound analyst and
be ready to make things happen from the advert.
If the advert is practical, it must contain a good level of truth.
If this form of advert sinks down to your targeted Nigerian market and
is evocative, then the syntheses of what is highlighted in the advert
must suggest the quality of facts.

These confirmed facts in the creative advert option should originate

from your same target Nigerian’s market through the matrixes of the
ASEs of the involved Nigerian customers getting elements, if it must
pull customers hearts from the same market.

In essence, constructed words in this kind of advert programs should

be used to make your target categories of customers feel from
experiences, observations, etc, the significance of taking up certain
“adverts-goal-driven” actions.

Through well-planned periodically implemented ‘C&G’ strategies by the

Nigerian network, you should make sure that your target Nigerian
customers are involved in finding out the truth about the images, which
your offered goods or services spew into the market.

Thus, the feelings generated from the advert should make your
targeted Nigerian customers inherently reconcile their ASEs to your
promoted goods or services.

Therefore, you would need to avoid being openly persuasive. Instead,

be logical, to some extend emotional, reasonable, caring, bold,
purposeful, determined, and unrelenting as your agents, sales reps.,
marketers, and the rest guide, direct, convince, seal hearts and
stimulate same target customers for patronage while the advert goes
on.

C. The third advert option would completely fulfill the persuasive

functions.

265
Should there be heavy resistance or the like, this form of advert would
be handy.

It would engineer your potential Nigerian customers to alter their

negative and resentful altitudes, feelings, beliefs, resolutions, fears,
behaviors, etc, that competitors, enemies, lapses, ignorance and other
harms may have created for the organization.

For the above kind of customers, and depending on the regulatory

body’s rules, you can be pleading or directly saying things to stimulate
the needed patronage-yielding, sales-increasing, marketing-responsive
heart capturing actions.

From this perspective, a well-organized far-reaching debate, a formal

argument, press conference, newspaper editorials, spam free e-mail
campaign, chat medium, DVD releases, etc, would be some ways your
organization can strengthen a persuasive advertisement.

When reaching out for these kinds of customers, being emotional may
not be necessary. You should avoid looking as if you were begging for
anything, no trace of weakness, failing, or running out of control should
be shown.

Instead, be tactical, establish strong points and be logical, carefully

stressing the advantages the offered goods or services have over
others.

Put in mind that some time would be needed to change these

customers’ minds in this group and get the required percentage of
patronage.

Your Representatives, marketers, agents, affiliates, etc, (members of

the sales force), should seal the desired results by being careful, highly
motivated, persistent, liked, entertaining, convincing and trusted by the
same Nigerian customers in those manners they execute fitting ‘C&G’
stratifications while driving home the effects of the periodically staged

266
advert programs, which your organization may get going through
various mediums.

D. Finally, we have the advert option that fulfills the informative

functions.

This has to come up because there would be some situations when

your organization would need to educate, create awareness, and
inform your targeted customers about the arrival of your offered goods
or services in the targeted Nigerian’s market.

In addition, your organization may need to pass a warning to the

targeted customers about the activities of imitators, latest
improvements in the goods, etc.

At the end, you will have to leave your targeted customers without
doubt that your organization’s standards, achievements, goals, or
offers, are for the customers interest.

The loyal / potential Nigerian customers would need to be assured of

their safety and the organization’s commitment to eradicate the inferior
or imitated products from the market.

Therefore, you should avoid praising yourself in other not to be

judgmental while running this form of advert.

Instead, as forms of ‘C&G’ strategies through your sales force, be

clear, entertaining, portray caring attitudes while projecting the
advantages your targeted customers have to enjoy for using your
offered goods or services.

Apart from the above, let’s consider other points that would seal
desired results while advertising for Nigerians.

267
 Fastening desired advert results

For instance,

(1). When running any form of advertisement that aims at the masses,
the less educated, business minded, or customers from the remote
parts of Nigerian’s market, consider using catchy repeated words to
indicate sincerity in the advertisement program.

Your repeated slightly emotional words in advert programs can

positively affect the psychology of same customers.

(2). Others would fall for the use of ASEs’ established target customers
heart pulling or magnetic name calling.

For instance, the names you give to a product or service can stir up
interest in and drive potential customers to patronage, this would be
especially so when your agents, marketers, and affiliates carry along
fitting ‘C&G’ stratifications.

You can paint words to favor and appeal to the obtainable lifestyles,
cultures, and attitudes of your targeted Nigerian customers.

Depending on the level of trust, millions of your target Nigerian

customers would buy words and not your products or the services, if
you decorate your offered products well with words.

Truly, in advert programs, the power of words through well

implemented ‘C&G’ strategies can be tailored to get impulses, minds,
etc, of same target customers to hunt for shadowy effects like luxury,
love, comfort, peace, justice, security, happiness, health, and humor
(“POS”).

268
Now we can observe that advertisement brings about and sustain
many levels of awareness.

A sustained awareness program would lead to companionship.

Companionship would grow deep interest, understanding and

favorable decisions for your patronage.

Inversely, persisting in securing your Nigerian customers’ interest and

understanding of your organization’s entity would make your structured
sales force, market Nigerians more effectively and customers loyal.

Meanwhile, apart from advertising, some occasions would arise when

you must promote your goods or services in different Nigerian oriented
ways. We need to critically view these.

There are many things attached to promoting offered goods or services

among other competitors in Nigeria today.

Promoting from ‘C&G’ background is a single tool that would facilitate

us to understand what is obtainable here and periodically extract highly
workable customers-pleasing guides from the target Nigerian’s market
backgrounds. In addition, this would practically empower your
promotional activities in Nigeria to hit and seal die-hard loyal results.

Hence, this becomes some core money making turnkey for your
organization today.

Let’s consider how you can further promote to get the real imparts from
your target Nigerian’s market today.

269
 Step 3
Promote from ‘C&G’ background
Here those who are overseeing the promotional activities of your
organization or those who may need to promote your goods or
services (promoters) as a structured part of your sales force, are
expected to gather information from the periodic foundations / bases
made possible by the regular ‘C&G’ exercises, and then formulate
appealing, comfortable perceptions, understandings, and backgrounds,
which the Nigerian customers would accept your organization and
offered goods or services. Also, these should be elevated to fit your
organizational goals. We can call this process promoting from the
‘C&G’ background.

Thus, your organization would need to put its other forms of

promotional activities into practice in those well-founded / centric
Nigerian content manners, which will culture the periodic situations or
pre-incited bases that are inherently capable of engineering the
required ‘C&G’ tools needed for capturing the hearts of a wide interest
groups from your target customers’ base. Again, the goal is to make
them buy and be die-hard loyal.

Therefore, you will be required to come down to your target customer’s

levels of existence to establish and work with their fitting reconciled
ASEs in order to find out workable promotions guiding cultural
background, beliefs, hopes, likes, dislikes, fears, goals, etc.

Carry customers along by fittingly, convincingly, rewardingly and

effectively interacting with, talking to, doing things that will continue
building a good level of awareness / exposure of your offered goods or
services for increments in patronage rate, hence sales, a growing
loyalty base, a demanded market expansion, etc. All these should be
done in manners your customers would feel happily responsible to
generate the hit sales.

270
From analyses based on our intelligence base, we have 18 steps,
which would further help your organization promote your goods or
services from ‘C&G’ background and hitting ceiling yields.

Now, consider the following 18 Nigerian’s market moving promotional

steps.

18 Nigerian’s market moving promotional steps

As a summary, you as promoters would be required to accomplish the

followings:

1) Establish the promotion-fitting ASEs of your target Nigerian’s market

as Σ(ef.hnxtm)/t. Then derive effective promotion-results yielding
circumstances and situations as the most loved events, sports,
games, entertainments, common desires, emerging promotions
supporting interests, likes, dislikes and growing promotions
undermining fears, beliefs, hopes, standards of living, etc, which will
empower the sales promo to hit its target.
2) Segment the market into groups of distinctive characters and
establish how, when, where, why they love what they engage in as
in (1) above.
3) Establish the promotional-fitting ASE of your organization as
Σ(ef.hnxorg)/t. List out where, why, how, and when the other
members of the sales force would do what they love doing most e.g.
gossiping, discussing, reading, writing, playing, teasing others,
singing, working, etc. Derive their common planned promotion-
supporting fears, hopes, sources of joy, hobbies, likes, dislikes,
power of reasoning, level of understanding, etc.
4) Arrange the members of the sales force (those expected to carry
out other activities of the promotions) into groups suitable to the
market. Then, plan to delegate tasks accordingly towards the
implementation of the planned promotional activities.
5) Establish the common promotion-empowering ASEs of the
members of the sales force and customers. Derive their common
beliefs about how the promoted goods or services should help

271
 them, ideas of what the goods or services should be like, what they
fear most about the offers e.g. failure to perform as claimed, etc.
6) Establish the promotional fitting images of your offers. Develop
those features, shapes, textures, tastes, performances, etc, that will
best harmonize with the findings in (5).
7) Effectively reconcile the findings in (5) and (6) then derive the most
fitting and result yielding promotional programs for each of the
market segments, which specific class of appointees (parts of the
required sales force) would be assigned to execute fitting ‘C&G’
stratifications.
8) Cost the promotional program over the time your organization
wishes to enter the targeted market.
9) Establish what your organization would stand to gain from the
promotional program.
10)Employ cost effective technological application as would make the
promotional impacts felt everywhere. E.g. the use of the Internet,
mobile phones, etc.
11)Set the program monitoring processes. Let it be in easy to
understand and follow stages as shown in part 3 of this book.
12)Let the whole members of sales force responsible for the
promotional activities, deeply understand and be ready for the
program, which is about to take place.
13)Plan to cover a given area or areas in a particular time. Use
different approaches for each Market segment.
14)Establish the right season to execute the program.
15)Play by the rules of the regulatory body in the Nigerian’s market.
For instance, fulfill promises.
16)Establish ways you would use the images of the promoted goods or
services to alter evaluated wrong beliefs, attitudes, fears, etc, of the
same promoted goods, services or the organization if these had
existed before.
17)Make plans for the responsible parts of the sales force in an
entertaining way effectively interact with, educate, coordinate
activities and information customers about those benefits the
products / organization have, which will help them hit their evaluated
desires, hopes, etc, as in (5).

272
18)Execute the program in those ways, which will further stimulate
interest in the organization’s goods or services. Be entertaining and
spark up the generation of desires that would lead to the purchase
of the promoted items.

Thus, your implementing promotion-fitting ‘C&G’ stratifications in this

regards would involve the bridging, fortification, and creation of
profitable / sales increasing communication links between your
organization and target Nigerian customers.

This will provide you with the promotional what, how, when, why and
where to say, execute and monitor your targeted Nigerian customers
pulling stratifications.

Meanwhile, if there are “dos” for the promoters, there are also “don’ts”
for them.

In order not to lose the preferred results of your promotional activities,

you would need to stick an eye on those harmful incidents that can
crop up during promotional activities. Some of these are found bellow.

Some great promotions killers in Nigeria

These include making the promotions,

Turn out to be a source of disturbance in quiet areas like Victoria

Island, Ikoyi, Government reserved Areas, etc.
Insult the sensibility of target customers.
Prepare the ground for the competitor to capture the targeted
market better. For instance, presenting products with features,
which the competitor better has and making a whole lot of
campaign about these.
Fail to project your organization’s competitive advantages as a
weapon to reach the targeted customers’ hearts.
Make big promises that turn out to be a lies.
Run on without considering the ASEs of your targeted customers

273
 and those involved in the promotional activities. Etc.

In view of the above, let us briefly see some few ways you can
succeed in making your promotions more effective in Nigeria.

The idea of what to do can be generated from the following instances.

For example, you can:

Put denominated recharge cards of popularly used Networks

e.g. Glo, MTN, CELTEL, Starcomms into various kgs of tins of
sealed powder milk or products.
Put coupons / tickets to watch cinemas, travel to exotic
places, nights all-paid for expenses in a five star hotel into
packets of detergents, etc.
Sponsor school competitions, dreams, plans, etc.

Afromart integrated services Ltd. can practically help in running the

required promotions for your organization.

So here we are, let us seal the making of your customers die-hard

loyal with the real face of it, in the next step.

Step 4
Make them die-hard loyal
Your organization is expected to periodically execute everything it
discerns from the ASEs’ formulas and the already executed ‘C&G’
stratifications, which will make its targeted Nigerian customers be
willing, convinced, feel motivated to repeatedly pay and enjoy using its
offered goods or services under any circumstances.

Like previously established, by the consideration of the reasons which

target Nigerian customers are business oriented, confident,
determined, enthusiastic, and intelligent, you would discover that they:

274
 Have pride and ego to protect and glow.
Have goals to attain.
Seek joyful moments to experience.
Conceive desires to actualize.
Have wants to pursue.
Develop likes to enjoy. Etc.

Your organization should reflect these “POS” for loyalty from their
goods or services, and activities described in the previous parts of this
book and other functions.

You should aim at building relationship using the essences of living of

your target Nigerian customers with this in focus.

These essences of living of your target Nigerian customers keep

emerging in different forms over given periods.

It has repeatedly been hinted that goods or services, which are

periodically tailored and offered to hunt for and hit these essences of
living (“POS”) of the target Nigerian customers would put such goods
or services on a right course of making same customers die-hard loyal.

Projecting from the above perspective, what has been previously

established, the further evaluations of the ASEs formulas and the
derived ‘C&G’ stratifications that would capture targeted customers,
your organization would recapitulate the making of Nigerian customers
die-hard loyal from the following practical points:

Making Nigerian customers die-hard loyal

Divide the Nigerian customers into segments of potential,

fluctuating, existing / regular and loyal class e.g. those who
provide let us say 0% as potential, those who provide1-20% as
fluctuating, those who provide 21-50% as existing or regular and
51-80% as loyal.

275
Rate the patronage performances / rates of these classes of
customers over the total sales the organization makes monthly,
quarter monthly, half yearly, and annually.
Establish their momentary ASEs.
Derive the common findings from the four classes e.g. their loyalty
yielding likes, dislikes, attitudes, fears, hopes, goals, cultures,
beliefs, etc.
Know who your targeted Nigerian customers would respect, would
want to please, would never want to let down and who they feel
have their best interest at heart most in the targeted Nigerian’s
market.
Find out what captures their interest most.
Open facilities with the above provisions for upgrading these
customers into better classes.
From the above background, give “thank you” messages,
recommendations, free services, etc, to the fluctuating customers.
Encourage them to be regular in order to benefit from greater and
better offers.
Periodically create such awareness that would make those who
regularly patronize the organization feel they are in a desired,
admired, and respected class of Nigerians. Mention names of
outstanding regular customers in your organization’s newsletters,
editorials and other reports. These materials should be distributed
to as many Nigerian as possible with exciting features. Then tie up
and make certain provisions for the fluctuating customers to climb
to the level of regularity.
Use their pictures with permissions to show others what they have
achieved for being a regular. For instance, provide moneymaking
opportunities for regular customers, by making them agents.
Use some of the loyal customers as contact points / commissioned
agents to gather information about the other customer’s
expectations. These expectations can be analyzed from the
intelligence base in part 1 of this book. For instance, check their
regular or persisting complaints, etc. Also, provide special
telephone / fax numbers, email addresses, etc, for these regular
customers. Let them periodically use these facilities to provide

276
 others with timely / customers pulling information about the
organization.
Develop the above into some franchising facilities the organization
has for loyal customers.
Maneuver in this direction and culture grounds that the rest class
of customers would note, appreciate what is going on and then tie
up their hearts accordingly as promotional activities,
advertisements and other forms of ‘C&G’ stratifications explode
with all brilliances in the targeted markets.
Thus, if it would be demanded be directly responsible for the
education e.g. scholarship programs of customers who use the
organization’s products over a given period.
Give seasonal gifts to the regular customers.
Put some inscriptions, marks, points, in coupons, packets of drugs,
detergents, drinks, sachets, sealing foils of powder milks,
chocolates and confectionaries, caps of tooth pastes, cocks of
drinks, receipts of payments made, etc. Then, ask the targeted
customers to bring a given amount of these items to the nearest
contact points, outlets, or redemption centers for their awards,
which may include the following: The pay for their vacations to
great cities if they have patronized the organization for a given
period. A paid trip to the zoos, amusement parks, restaurants,
shows, etc. Let them have free nights and feeding in favorite
hotels, appearances in favorite T.V shows and other programs,
etc.
With ‘C&G’ strategies, make periodic calls to show the
organization’s interest in them. In these calls, offer or inform them
of the rewards as the above.
From the above backgrounds, create activities, programs, etc, and
guide them to invest time, energy, money and other resources, in
your organization.

However, it is taken; the Nigerian’s market has indeed lectured us on

how to get customers from it and make real money from the revealing
backgrounds the market takes as time goes on.

277
Whatever, as a summary if you intend selling to Nigerian customers
work with reliable firms in Nigeria like Afromart Integrated Services
Limited, use the strategies in this book, and get the followings done:

For manufacturers or those who have goods to sell, there is a call to

accomplish the followings:

Appoint and work with reliable Agent(s) or establish a presence

in your target Nigerian’s market to market your goods.
Have a web site to ease your activities.
Affiliate with a Bank in the market.
Make proper arrangements for payments for your goods.
Arrange for and work with your shipping company to handle your
consignments. E.g. mearsk sealand has a good stand in the
Nigerian’s market. Moreover, if you desire to use courier services
DHL, Fedex and UPS are there to handle parcels.
Inform your Nigerian Agent(s) about all your armaments.
Create awareness for your products in Nigeria. For instance,
carry on and coordinate an extensive marketing, advertisement
and promotional campaigns as described in this book.
Influence Agents’ marketing activities.
Attract good orders.
Ship your products accordingly.
Monitor your activities and continue creating newer grounds,
competitive advantages, and strength for yourself in the market.
(Target and move into one market after the other).

For Corporations or those who are interested in rendering services

for the Nigeria’s market, the followings are required:
Appoint Agent(s), enter into partnership, get affiliates, have
your small branch to establish your essential presence in the
market.
Get a web site ready for your activities.
Work with a local Bank.
Influence the activities of your base in Nigeria.
Add newer values to your services.

278
 Continue absorbing and retaining customers with exceptional
customers care functions that could be derived from this book.
Stretch your core competencies in the areas your competitors
would find it very complex and expensive to match.
Create awareness for your activities as found in this book.
Monitor your activities and control the turn out of events as
much as possible.

For internet-based businesses, the followings are expected:

Build a Nigerian’s market complaint web site.

Have Appointee(s) in your target Nigerian’s markets.
Influence your appointees’ activities.
Work with local Bank.
Adopt a compliant and easy to use method of online payments.
Work with reliable courier firm for shipment of products.
Effectively educate customers on usage and your programs.
Continue creating awareness for your programs.

In summary you’d be required to take the following steps in order to

effectively get customers for your offers from the Nigerian’s market:

Build a customers getting foundation with the indices or materials

from the core controlling factors of the Nigerian’s market.

Periodically upgrade and examine the base for derivations of

grass root effective customers getting insight.

Organize a group of capable individuals and other resources that

are conformed to the Nigerian intelligence base as a focused
sales front (your sure sale generating force). This sales force
should come from the market focused department of your
organization.

Instill in the sales force the valuable insight periodically

generated from the intelligence base.

279
 Allow the sales force to be involved in the process and acquire
the knowledge of devising down to earth Nigerian customers
getting instruments (strategies).

Guide and provide the sales force with some core instances
through the relevant arms and functions of your organization to
execute killing customers getting schemes. These schemes are
the ‘C&G’ strategies executed through fitting matrixes of the
ASEs formulas that are carried through the relationship building,
advertising and other promotional platform. This platform will key
in the marketing, canvassing, selling, and other Nigerian
customers getting functions of your organization.

At the end, you’d derive the strongest common grounds to be project

some very powerful magnetic influences through the images of your
self goods or services, and organization into the hearts of your target
Nigerian customers. This should be aimed at engineering your same
customers to periodically come across, swiftly identify the importance,
possess the strength to acquire, and almost effortlessly secure your
offered goods or services to usher in relieves from some debarring
situations / conditions and hitting the realization of desires.

With this you will practically make pure money from sales from the
Nigerian’s market. Quote me.

Thus, with the 5 parts of this book, any seller wishing to make real
money from the Nigerian’s market would have been instilled with the
intuitive strategic sense of getting customers from the market.

This is achieved by fine-tuning the seller to inherently understand how

to use the blends of the periodically required ‘C&G’ strategies from the
fundamental matrixes of the ASEs formulas to hit desired
achievements. Today, this provides an authentic new front to operate
and run businesses profitably.

It is a change driven course worth any business consideration.

280
Yes, with the help of this book, at a snap any market front member of
your organization should be able to switch on to the frequency of
swiftly reading, identifying, establishing, and deciding to implement
vital changes in strategies, attitudes, views, beliefs, and competencies,
while venturing into the Nigerian’s market for your selling and money
making opportunities.
Use the following links to get more information about businesses,
companies, and opportunities in the Nigerian’s market :
www.nigeriagalleria.com,www.ngex.com,
www.uknigeriabusinesses.com, www.abujagalleria.com,
www.nigeriabigyellow.com, www.nigeriayellowpages.com,
www.naijasearch/directory.com, www.africa-
business.com/nigeria_directory.html, www.aa-nigeria.com,
www.nigerianautomobile.com, www.nigeriancomputersociety.com,
www.clicknigeria.com, www.nigeriapropertiesonline.com, www.nigeria-
directory.com, www.lagos-nigeria-real-estate-advisor.com,
www.nexusnigeria.com, www.foodstradeholding.com, etc.

Again, work from the above backgrounds and make real cool
money from the Nigerian’s market today.

For any assistance, you may need about getting buyers for your
goods or services feel free to visit www.afromartservices.com. Or
call Andy on +2348052694269.

281