When most salespeople enter the market, the first thing they chase is product knowledge. They want to know the size of the land, the location, the square meters, the benefits, and the price. They study brochures. They memorize pitch lines. They walk into conversations ready to answer every question about the product.
That is good, but it is never enough.
Because the truth is this: customers don’t buy only because of the product. They buy because of the context surrounding the product. And that context is what we call industry knowledge.
Product knowledge answers what.
Industry knowledge answers why.
And if you can’t confidently answer both, you’ll struggle to close the big deals.
Why Product Knowledge Falls Short
Imagine a client asks you about a piece of land in Lagos. You know the size, the location, the cost per square meter. You confidently explain the roads and surrounding infrastructure. But then the client asks:
“Why is the government demolishing properties in this area?”
At that point, your product knowledge cannot save you. If you don’t understand why demolitions happen, if you don’t understand the regulatory environment, if you can’t connect the product to the bigger realities of the market, you’ve already lost credibility.
The client isn’t just buying land. They are buying peace of mind.
And peace of mind is not sold with square meters. It is sold with clarity, confidence, and industry insight.
Industry Knowledge Builds Trust
Big buyers don’t just want to know what you are selling. They want to know why it matters in the long run.
When someone says, “I heard the government is revoking lands in Lagos,” you cannot reply with product size or payment plans. That answer doesn’t calm fear. Instead, you must say:
“Yes, demolitions happen when titles are weak. That’s why this property has a registered title. With this, you are protected.”
That single explanation is what separates the beginner agent from the trusted professional.
Industry knowledge builds trust. And trust closes deals.
The Difference Between Selling Land and Selling Solutions
Here’s the harsh reality: when you market a property without industry knowledge, you are selling risk.
Think about it. If your product doesn’t address the real problems people face in the market, titles, regulations, demolition risk, then you haven’t sold a solution. You’ve only sold land.
But when you combine product knowledge with industry knowledge, you move into a different category. You stop selling land, and you start selling security. You start selling certainty. You start selling solutions that protect families, safeguard investments, and guarantee peace of mind.
That is what people pay for.
How to Build Industry Knowledge
So, how do you go beyond product knowledge?
- Study the regulatory framework.
Understand what titles mean, why governments issue or revoke them, and how regulations impact property ownership. - Follow industry trends.
If mortgages are not yet widely functional, you should know why. If government policies are shifting, you should understand how they affect property values. - Connect the dots.
Don’t just memorize features. Connect them to the fears and hopes of your buyers. If demolitions happen because of weak titles, then highlight the strength of your property’s title. If access roads are a problem in one region, explain how infrastructure is being addressed in yours. - Position your product as a solution.
Don’t just describe the product. Frame it as the answer to a pressing industry problem.
Why This Matters for Scaling
If you want to close bigger deals, you cannot remain at the level of product-only knowledge. Big investors, diaspora clients, and corporate buyers don’t care about your square meters alone. They care about long-term security, appreciation, and regulatory protection.
Without industry knowledge, you will sound like every other agent. With it, you will sound like an authority.
And authority attracts bigger clients, bigger deals, and bigger commissions.
The Core Lesson
Great salespeople are not those who memorize the most details. They are those who can explain why this property matters, why it is safe, and why it is the right decision in today’s market.
When you sell with both product and industry knowledge, you stop sounding like a seller and start sounding like a consultant. And that is when clients trust you.
So the next time you prepare for a pitch, don’t just ask, “What do I know about the product?” Ask, “What do I know about the industry?”
Because at the end of the day, clients don’t buy what you know. They buy what you understand.
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).