Home News Companies If you want to go from Hundreds to Thousands in Sales, here is how to do it
Companies - Explainers - December 1, 2020

If you want to go from Hundreds to Thousands in Sales, here is how to do it

Before now, perhaps you didn’t know that Nigerian herbalists make tons of money running into billions of naira every year. You’d probably argue that it’s not true. That is because their products and brand outlook are not appealing – zero packaging and seemingly warped sales approach.

Have you heard of the name Dr. S K Benbella before? How about Dr. Ama C. Ama? Is Dr. Iguedo Goko Cleanser familiar? or Kolaq?

In case any of these names don’t ring a bell, they are called trado-medical practitioners. They sell all kinds of herbal drugs that claim to cure a dozen illnesses and diseases. Whether the claims are true or not is another kettle of fish. With many of them certified by the National Agency for Food and Drug Administration and Control (NAFDAC), doubting the efficacy of their products would be unfounded at best.


These men don’t have degrees in medicine. They are not graduates of Harvard Business School. They don’t have fancy offices. There is only one thing they have in common and that is how they crush their sales goals all the time.

That one thing is a solid DISTRIBUTION network. This is the key to going from selling hundreds of products to selling thousands and quadruple your profit.

Back in the 80s, Dr. Benbella was one of the most popular trado-medical practitioners. Anywhere you went across the Nigerian cities, his sales reps were stationed at major markets there with a rickety Volkswagen Beetle. And the only thing that functioned in that car was its battery, which was used to power a large megaphone mounted on the vehicle. Then, a pre-recorded audio blares out from the speaker, advertising a range of herbal drugs.

Fast forward to many years later, herbal doctors still use this business model and it works like magic. However, the internet and social media have made it even easier for 21st-century practitioners as they now use digital marketing to drive sales, in addition to the traditional system.


Another example of a solid distribution system is Beer companies – they have hundreds of dealers who then supply to thousands of bars, food joints, and shops. This is the same reason companies like Cadbury, Dangote and others make a humongous amount of sales.

To be clear, not that you won’t make money if you don’t get your distribution right. You would, but your sales will remain relatively small, and sometimes you’d struggle to meet your sales target. You will be leaving a lot of money on the table.

Social media is a sure way to have access to distribution in a way that will beat your imagination. However, that is if you know how to use the digital tools well. And it goes beyond running advert campaigns.

If you want your business to become a money generating machine, you must figure out a way to get the right distribution. You would be short-changing yourself by not maximizing Nigeria’s over 200 million population.



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