It’s common for salespeople to believe that the more they know about a product, the easier it is to sell. They pile up details, rehearse presentations, and hope that information will convince the client. But here’s the truth, knowledge about the product doesn’t close deals, offers do.

Every irresistible offer has three essential ingredients:

• Value — The customer sees what they gain.
• Urgency — They know they must act now.
• Exclusivity — They believe they can’t get it elsewhere.

When those three elements are present, knowledge takes a back seat. That’s why one agent, with no product knowledge at all, was able to make ₦60 million in sales from a single conversation.

It wasn’t what he knew that mattered. It was what he offered.

In sales, you don’t get paid for what you know. You get paid for the clarity and strength of your offer.

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).