Doing business in Nigeria, some tips to keep you winning
A quick guide on how to succeed in doing business in Nigeria.
Adebayo Adelabu
3/5/20232 min read
Nigeria is an interesting construct. It is a tingling bundle of paradoxes. The seemingly simple things are often difficult to get done. And the tough ones, sometimes, get sorted with bravado.
"Oga, no worry, a go help you run am. Na small tin" [No fuss sir, leave it to me. I'll get it sorted]. You would often hear from those who offer to help you resolve thorny business or regulatory challenges for a fee.
It is understandable when many feel confounded by this place. The pace of business activities could be frenetic one minute and then languid the other. Mastering that rhythm is essential to your survival as a business here. So, how then can one, as a business owner, safely navigate this labyrinth? Below are a few tips that would help you thrive.
BE LEGIT. STAY LEGIT.
Sure you know the saying: 'There's no shortcut to anywhere good'. Right? We dare say it also applies to doing business here. Surprised? Don't be. But, here's the twist. In Nigeria, there's no 'good' shortcut to anywhere good. As you'll find in most parts, rules are rules. And here, we have them in tonnes. To do well in business, however, you'd need to know them, live by them and hire those who do. This is one thing you can't afford to 'go native' on. So, whatever industry you play in, play by the book, don't play the book. If you do, the law will someday, somehow smash a pie in your face.
KNOW YOUR TIME:
The relationship with time here is different. It is unfortunate but true. Most people don't mark it by seconds, minutes or hours. They mark it by moments. The concept of African time is notoriously vexing for many from other cultures and many Nigerians who are driven by excellence. I do believe that not all our people love to make appointments late. They just can't shake off the peculiar vibe. So, to do well here managing a business and people, you'd need to localise your frame of reference.
THE PATIENT DOG
You'd need to have patience the size of George, the Great Dane. All may not click into place at once. Business won’t start booming once you open shop. The Nigerian market at first may seem like an unwieldy beast. To ride it, you must break it. Set your goals and be like bamboo. Use the intervening period to space your goals out and drive your business to success.
CULTIVATE PEOPLE:
Your workforce and clients are your harvests. If your client has a good harvest, so would your business. The same applies to those who work for or with you in your business. Nurture talents. Nourish relationships. Don't skimp. Invest in making the right workforce and you will surely reap the fruits of your labour.
Do stay tuned for the concluding part. Till then, be the best you possible.
Odabo!