13/05/2026
PROFIT RANKS HIGHER THAN VOLUME
Do you know there are business owners whom I have advised to sell lower quantities than they currently do?
Yes oh.
Sounds shocking right?
Calm down and follow me so you understand why.
You produce kulikuli.
You sell to resellers and end users.
Your cost of production per pack is 1126 Naira.
Resellers buy at 1200 Naira. You gain 74 Naira per pack sold to resellers.
But end users buy a pack at 2500 Naira, you gain 1374 Naira.
You have 6 employees.
You work hours upon hours, producing in bulk for resellers.
Pressure is so much.
The resellers pay ahead and the queue is long.
You hardly sleep or rest.
It is production all around.
At month end, you dont make up to 2million naira in Gross profit.
In April, you produced 10,000 packs for resellers, you made 740k in Gross profit.
You produced and sold another 500 packs to end users, you made 687k in Gross profit.
You come to me crying.
Mama, I want to blow.
I work so hard.
Mama, I dont sleep.
Mama, show ya girl the way.
Mama, please talk to me.
My darling sister, this matter is not hard oh. It is a very simple matter.
We just need to take your focus from resellers to end users.
From B2B to B2C.
Not every business has the capacity to focus on bulk buyers.
Go and stop selling to resellers.
Go and change your focus to end users.
Scale down your production to only 2000 packs a month and sell it all to end users.
You will make 2.7million in Gross profit from just 2000 packs sold to end users.
When you scale down, you will have a lot of extra time in your life.
I want you to rest more, then use your well-rested brain and extra time to learn how to market to end users.
Learn that end-user marketing that your resellers know how to do. Go and learn it.
If you can market 2000 packs a month to end users, you make 2.7m.
If you can market 3700 packs a month, you make over 5million naira in Gross profit.
When you start making over 5m in profit, we talk again and discuss further growth from that point.
Profit ranks higher than sales volume.
Profit ranks higher than sales volume.
I repeat again - Profit ranks higher than sales volume.
You may be doing massive volume of sales, but please calm down and look at your profit.
If you need to learn how to market and sell to a different market that pays more, go and learn it.
Profit na d main koko in business.
No be hardwork.
By Chioma Ifeanyi-Eze
Pic: Veronica Onwuchu Egah
