The most effective entrepreneurs know how to build demand for their products before mentioning the price.

When you sell vision first, you make the customer imagine themselves already enjoying the product. You paint a future they want to step into. At that point, the question is no longer “Why should I pay this much?” but “How soon can I get it?”

Great salespeople don’t push numbers. They push pictures, pictures of possibility, of ownership, of transformation.

That’s how you sell beyond price.

Dr. Smith Ezenagu is the Chairman of Esso Group, a diversified conglomerate shaping real estate, finance, education, and media. Dr. Smith Ezenagu is recognized as a real estate & investment mogul, life coach, and private equity expert. He leads Esso Group and its subsidiaries: Esso Properties (awarded Nigeria’s Most Innovative Real Estate Company in 2024 and recognized as the best real estate company in Nigeria), Esso School of Enterprise (the leading institution equipping entrepreneurs), and Esso Capital (delivering smart, trusted financial solutions across Nigeria).