Chioma Nnani: Even in Nigeria, Friends Can Only do so much for Your Business

by Chioma Nnani

One of the things that I find pretty interesting – and frighteningly amusing – is how some people expect others to put up with shoddy products and terrible service under the guise of 'support'. If your products are awful, I'll find it difficult to patronise you, never mind recommend you to others. It won't make a difference if we're friends or related by blood, marriage, adoption … or however else people get to be related.

If your loved ones cannot patronise or recommend you, it's one of two things:

(a) they don't love you as much as you think they do; or

(b) your business isn't as fantastic as you think it is

There are so many ways you could address (a), but my focus is on (b).

Since my return to Nigeria, the mediocrity that people are expected to put up with has stunned me. Heart-breaking example – I was acquainted with this 'fashion designer' who says she's been in the industry for a decade. I took a look at her company incorporation documents and yes, her business has been registered for a decade. It wasn't difficult for me to see why she hadn't made the waves that, all things being equal, a 10-year old business should be making.

The products are not up to par. Such that even her other half (whose gender she claims to design specially for) hasn't brought her any business. Customer service skills are non-existent.

Even in Nigeria, some people won't pay money to be treated like they don't matter; they will show you that they have other choices. Which is what they have been doing – ergo, her fashion business is still where it was, at its inception.

2016 is still young.

Simplify it for yourself and your business – make it easier for your market to find you by making it easier for your loved ones to send you business. Don't put them in an uncomfortable situation … or a position where they may have to defend their sanity and credibility by recommending your products or services. 

 

Chioma Nnani is an award-winning author, who also contributes to business, lifestyle and literary publications. One of Africa's most fearless storytellers, she is a two-time UK BEFFTA (Black Entertainment Film Fashion Television and Arts) Award nominee, who consults for businesses, shuttles between Lagos and Abuja, can be reached at @ChiomaNnani and blogs at www.fearlessstoryteller.com