Excerpt from a speech at a sales conference titled 'Don't just succeed, dominate'. Succeeding is like 'business as usual'. Domination is about our position in the market, the size of the market we control, it’s about how relevant we are in the market. It’s about thinking scale. It’s about thinking stakeholder value. We must transit to dominating in the market where we operate in. Will it be easy?No but if we get a couple of things right, we will dominate, and in a manner that is consistent and sustainable. Firstly, we must overcome the big challenge of selling which is to 'sell right consistently. We must be professional in selling I.e. be consultative in approach and sell by design, avoid the common mistakes salespeople make, transit from selling to account management, focus on value creation, truly solve problems and never stop innovating. Now we are there, what next? Envision, dissect the market, align properly with support functions, be self forgiving and repeat those winning strategies. And you will remain dominant.

1. Short Speech At A
Sales Conference
Recently
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2. • Faculty Member at Pan Atlantic
University, Resource Person at Lagos
Business School (LBS), Lagos and Lead
Consultant at Customer Passion Point
Limited (CPPL)
• Has worked in customer focused
environments– Guinness Nigeria, MTN,
Zain (Now Airtel), Zantel (A part of
Etisalat in Tanzania), FCMB and others
through Business Marketing Consulting.
• Sales & Marketing professional with over
30 years of experience in several senior
level roles across industries and culture.
A member of the National Institute of Marketing of Nigeria (MNIMN) and
Chartered Institute of Marketing, London (FCIM).
A Bit About The Speaker
Manufacturing, Telecommunication, Banking & Consulting
Ikechukwu Kalu

3. Welcome To This Conference
• It’s a powerful platform to exchange ideas and sharpen each
other.
• It presents an opportunity to be fired up to ‘take on the
world’.
• The theme of this conference is ‘Dominate’.
There is no better time to reflect on this than
now. Hence the title of my short speech ‘Don’t
just succeed, dominate.

4. Topic: Don’t Just Succeed,
Dominate
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5. Succeeding is business as
usual.
We no long should be striving to succeed.
We should be dominating.
‘Don’t Just Succeed, Dominate’.

6. Dominating is the real
business of doing business

7. What Does Dominate Me to You?
It’s about your position in the market, the
size of the market you control, it’s about
how relevant you are in the market. It’s
about thinking scale, it’s about thinking
stakeholder value.

8. How Can You Transit From Succeeding To
Dominating?
• Overcome the challenge of selling
• Be a true professional salesman – sell by design
• Solve problems – think value creation always
• Avoid the common mistakes of selling
• Transit from selling to account management
• Take advantage of the latest digital tools and technologies to improve the
selling experience for both sales teams and customers and become more
productive.
• Networking

9. Dominating Is A Task That Must Be Done..
Dominating the market is a task that must be done. We just
have to pay attention to the market and make sure we truly
lead:
• Be better at solving problems
• Be innovative – Lead the market
• Move more volumes and post better profits
• Be more efficient – sell more with less resources
• Manage the salesforce for value

10. My Parting Shots – You Must Stay Dominant
Now you are dominating. You must keep dominating. Follow
these 8 exciting steps:
1. Envision - Imagine as a future possibility; visualize
2. Dissection - You must understand the internal workings of your
business and organise your selling process thereby.
3. Deadlines – Project management mind-set
4. Innovation - The application of better solutions that meet new
requirements, unarticulated needs, or existing market needs
5. Choice (a.k.a. Willpower)
6. Support – Fantastic alignment with the Support Team - Ask for
support, give support.
7. Self-Forgiveness – Move on, yesterday is gone..
8. Repetition – learn from the past and repeat things that work well.
With these, you will not only succeed in your career and
in business, but you will continue to dominate.

11. Appendix

12. KEY CHALLENGE
Selling the right Product/Service to the right
Customer at the right Time for the right
Price at the right Quality and through the
right Channel Consistently!
Overcome The Challenge Of Selling

13. Be A Professional Salesman
Qualities of a great salesperson:
 Love your job/business (PASSION)
 Willingness to work hard and smart
 The drive to achieve success
 Optimistic outlook
 Knowledge of your job
 Careful use of selling time
 Ability to ask questions and listen to customers
 Customer service orientation
 Being physically and mentally prepared for life and the job
... creating value through consumer insights

14. THE TWO SELLING APPROACHES
The Salesperson
The Sellers persuade the Customers to
buy their products, based on their
subjective assumptions of the
Customers’ needs
Conventional
The Professional
Salesperson
Consultative
The Sellers focus on understanding
the Customers’ needs and suggest
suitable solutions to them
Be A Professional Salesman

15. KEY MISTAKES OF SALES PEOPLE
• Assuming the problem that the prospect communicatesis the real
problem
• Thinking that your sales “presentation” will seal the deal.
• Talking too much
• Believing that you can sell anybody anything
• Over-educating the prospect when you should be selling.
• Failing to remember that salespeople are decision makers, too.
• Reading minds.
• Keeping your fingers crossed that a prospect doesn’t notice a
problem.
Avoid The Common Mistakes Of Selling

16.  Work
 Personal
 Alignment of both
• People enjoy working with
individuals they know and trust.
• Business professionals who
understand that building a
successful network of solid
connections is a reciprocal
process, will realise the most
success.
Networking & Market Dominance
... creating value through consumer insights

17. Thank you
... creating value through consumer insights
Ikechukwu Kalu (FCIM, MNIMN)
Chief Executive Officer / Lead Consultant,
Customer Passion Point Limited (CPPL),
House 10a Femi Okunu Estate, Phase 2, Lekki, Lagos,
ikechukwu.kalu@cppl.com.ng | ikechuk@gmail.com
Tel: +2348032002458 |+2347011962027 | +234 9091135486 | 01 632 5430
www.cppl.com.ng | Skype: ike.kalu1 | @ikechuk | #ike_kalu1 | http://wwwikekalufile.blogspot.com.ng/