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HOW TO RUN A PROFITABLE DETRIBALIZED BUSINESS IN NIGERIA


Let me share a story with you…

There is this shopping plaza with two major shops; one owned by an Igbo man and the other by a Yoruba woman and each attracted people from their tribes more. So, the Yoruba woman has more Yoruba indigenes come to hers while the Igbo man receives more Igbo indigenes. This trend can be seen in different types of businesses scattered across Nigeria.

So how does one increase their customer based beyond their tribe and kinsmen Now the question of tribal sentiments and patrpnage is very strong in Nigeria and in fact, it has been here to stay.

In a similar scenario, where you have a restaurant owned by an Igbo man, managed by an Igbo man too but with various workers from different ethnic groups. The place attracts different people seeing that they sell indigenous food items, drinks and the environment is quite traditional. One day, a man walks in, he is Yoruba and the worker that is Yoruba quickly approaches him (who knew her already as Omo Yoruba)/ Yoruba child. He gets the best of service and comfortably communicates to her in Yoruba and at the end he is happy and the girl gets a tip for the day.

Don’t forget the owner of the business is an Igbo man and there are equally Igbo indigenes that come as customers. So when an Igbo man comes, the ones from the Igbo tribe step forward to serve, get familiar by speaking Igbo which will make the customer feel relaxed.

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This also is applicable for the Hausa language.

Beyond tribe and language, one can hire people from different states (based on merit) in order to appeal to the sentiments of customers from a particular region.

You might be asking how do you know what state a customer is from. A start-up will receive all manner at the beginning and it is a good business decision to have their details. This will help you know about their root. There is nothing wrong in familiarizing with them, bottomline is, by knowing who and what they are you can lure them into coming more to your business.

Fortunately or unfortunately, we are proferring a tribal sentiment alternative. There are of course, many others. Sentimental appeal works perfectly anywhere and in Nigeria and Africa tribe, root and language can be far more effective (without compromising standards and good services).

Don’t pull this tribal stunt, if you know you will offer wack service. The customer will not only leave, he will run you down for trying to use tribe to lure them. Very embarrassing 😢

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About Chukwuemeka Azubuike

Architect, Construction Manager, Writer, Blogger and a Blogger’s Writer

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