Knowing the details of your product is good. But it will never be enough.

Why? Because buyers are not only asking, “What is this property?” They are also asking, “What is happening in the industry?”

If you can’t answer why governments revoke titles, or why demolitions happen in Lagos, then your product knowledge won’t save you. You need industry knowledge.

The customer wants to know if what you’re selling has solved the real problems that exist in the market. If the problem of title is what causes demolition, then your product must have a valid title. Otherwise, you are selling words, not solutions.

Great salespeople sell with both product knowledge and industry knowledge.

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).