Newton said objects remain at rest until an external force acts. Sales obey the same law. If your demand is weak, your numbers stay still no matter how many calls you make or flyers you print.
When demand increases, the market leans in. Price objections reduce. Sales cycles shorten. That’s why, during COVID, masks sold at multiples of their pre-pandemic price, not because sellers became smarter, but because demand exploded.
Your job as a builder is to create the external force: demand. Educate the market, clarify the problem, anchor the value, and make the solution urgent. When demand moves, sales follow
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).