I was at a sales event recently in Kano, and one of my clients had a stand all the way at the back of the exhibition hall — yet his team was making impressive sales while others, even those in front, were struggling. He had a unique sales manager leading his team, and I decided to study him closely to understand his secret.

Soon, I noticed his remarkable sales style. He would approach anyone passing by and begin with a friendly smile: “Welcome to Kano!” “I can see you’re from outside Kano.” “Is this your first time here?” “Have you visited such and such place in Kano?” He never began by talking about his products. Instead, he started with what would make the visitor’s experience in Kano more enjoyable.

That simple human connection drew people in — and his sales boomed. Many salespeople focus so much on selling that they forget the most powerful sales strategy: Make your customer feel seen, valued, and special. Showing genuine interest in the person is far more effective than reciting the features or benefits of your product. For instance: When a customer visits you this week, don’t just ask what they want to buy. Ask how they’ve been coping with the children during the midterm break. Notice the new hairstyle of your female customers or compliment the nice fit of your male customer’s shirt. Small gestures, sincere interest — these open hearts faster than discounts or slogans ever can. Be wise. Show more interest in the person and their story than in what you’re trying to sell.

I remain Emenne Ifeanyi — the Wise Kanselor. Remember to follow the wise kanselor on social media for more posts like this And join my free master class