If you think the title of this article is an attempt by a Yoruba man, to suck up to Igbos (who happen to be my in-laws), I’m sorry to disappoint you. It is NOT.
What I share here are insights based on objective study and evaluation of the trade and commerce (and sometimes manufacturing/creative) activities of a majority of people belonging to this major ethnic group of Nigerians.
1. Take Responsibility for Your Future
These guys (and for those that are married – their spouses), have a penchant for NOT wanting to sit back and wait for manna to fall from heaven, into their laps.
Note that I refer here to the ones engaged in trade and commerce for a living. Even when they are soliciting assistance or support from others, their attitude is often one of readiness to take personal action to achieve the breakthrough they desire.
I’d seen hints of that in my contact with them as a student in the university, whenever I visited the Oshodi market. I was often struck by how the young but energetic ones among them, undergoing apprenticeship, eagerly went after customers and worked to win sales for their “masters”. Years later, they would gain :”freedom” and get support to open their own shops. Most times these guys have no problems paying their way – in kind – to achieve their goals.
In one of my several night trips between Lagos and Benin cities, while still working as a young shift brewer in Guinness Nigeria Plc Benin Brewery, I recall having to board a luxurious bus coming from a major Eastern city (Onitsha or so) and headed for Lagos.
I joined them at close to 12 midnight after waiting several hours, following my arrival from Guinness’ Ikpoba Hill premises, where I’d completed my afternoon shift.
When the bus arrived Lagos in the early hours of the morning, and we began disembarking, I was to discover that most of my fellow travelers were able bodied young Igbo men with LOTS of well packed goods in the cargo underside of the bus. It took me several minutes to draw myself away from watching them as they moved their stuff on to the ground. 30 minutes later, they were done, and had arranged another vehicle to transport them to their market destinations.
I thought to myself: These guys don’t sit around waiting for anyone to open doors for them. They take action to make things happen for themselves, with the mental attitude that anything else that comes their way will be icing on the cake they’ve already baked.
Being of similar mental disposition myself, I drew inspiration from seeing others not even in my intellectual line of work acting in a manner I could relate to. And that further boosted my determination to remain that way.
2. Make Problem Solving a Way of Life
Have you ever met an Igbo trader (does not matter what s/he deals in!) who readily admitted he could NOT solve your problem as an intending buyer. If you’re a Nigerian, I believe you know what I’m getting at here.
Just go to any market where the Igbos operate and ask for the item you wish to buy. Unless it’s a device used for building space ships, the person you speak with is likely to either:
(a) invite you to come in and see if what s/he has is what you are looking for…or
(b) tell you to follow him/her to the “other shop”
Never mind the fact that THAT “other” shop may not be his/hers. What matters is that their attitude of wanting – even insisting – on helping you find what you want, often leads them to make sales that others not as persistent as they are readily lose.
I recall going around puzzled for about 2 days in 2015, after I rented a bigger apartment in an area of Cotonou called Aibatin, looking for a place to buy a set of plastic chairs and table. Everywhere I went, the indigenous shop owners told me they did not deal in products of that nature. And in most cases they simply advised me to go to the Igbos.
It took me a while to get it, but eventually one of them told me such items were often exclusively brought in by Igbo traders, as he arranged for a bike rider to take me to one. Less than one hour later, I’d purchased and returned home with the new items. It’s amazing how these guys identify a gaping hole in their target market and then fill it in a way that makes them nearly indispensable!
Now don’t get me wrong. Sometimes they can take it too far, for instance by trying to convince you what you SEE them showing you, which you tell them you do NOT want, is what you actually NEED.
They have a habit of trying – sometimes – to sell ice to the proverbial Eskimo. However, my experiences in dealing with them indicate you need only let them know that you are NOT gullible, for them to drop that act!
Otherwise, this habit they have is one that I believe every person who wants to excel in life needs to adopt. If people know you to be someone who often has the answers or information they need, and/or who knows the solutions to problems they have, they will frequently seek you out, and refer you to others. By implication, you are likely you get talked about – positively – a lot. Be it in paid employment or business, such a reputation can dramatically boost your ability to succeed and excel!
3. Be Willing to Learn Anything New That Will Make You Better
And this is the one that makes me proud to be a Nigerian when I travel. Ever traveled across the borders of African countries? It’s true that we get bashed reputation-wise, due to bad deeds of some naughty or disorderly Nigerians.
However, I must say that everywhere I have gone I have seen consistent level of grudging respect accorded Nigerians in general due to what nationals of other African countries I’ve visited see some of our people achieve.
Please understand that I am aware that other Nigerians who are not engaged in trade and commerce are out there doing great things. However, I have to say that the numbers in which Igbos do their thing as far as trade and commerce goes is impressive – in fact intimidating.
In Cameroon’s Douala, I was frequently told – during my 3 week stay – about Igbo traders based in a place called Kanyi-Abasi (not sure about the spelling, so what I’ve used here is the closest I’m able to conceived from the pronunciation).
That place is known to be the centre for sales of all sorts of spare parts. People came from far and wide to buy from them. I also learned that as a result of their success, many of the Igbos sent their kids to the very best schools in that Francophone African country.
In Benin Republic’s Cotonou (which I made my base from 2013), there is a place called Missebou. A section of that market is occupied by Igbo traders engaged in selling mainly second hand shoes and clothing.
My 2005 two week visit to Ghana also revealed similar presence of Igbos as traders. We all know the trend continues right into the South of Africa. The Igbos are a relentless forced that cannot but be reckoned with in trade and commerce especially.
But you’re probably wondering: “So? That’s nothing new. Everybody knows that!”
And you would be right. Indeed we all know the Igbos to be ubiquitous.
But here’s what struck me:
Compared to ALL the other tribes and ethnic groups in Nigeria (including mine – the Yorubas), the Igbos are the ones who often do NOT recognize any limitations with regard to where they can establish themselves and flourish.
I say this with regard to the fact, for instance, that Nigeria is surrounded by mostly French speaking nations. My love for traveling both within and outside Nigeria by road (and once by sea) has brought me in contact with people from different tribes.
What I noticed consistently as I traveled was that compared to their Yoruba counterparts in particular (who were often fewer anyway) over 90% of the Igbos I met were not only self-employed but also fluent French speakers.
I should add here though that most picked up their French from the streets, but in truth they knew enough to hold their own in the purely French speaking socioeconomic environment.
To put this in perspective, you must remember that being in those countries, they often have to attend to non-english speaking customers. If you’ve ever tried to make conversation in a language you are not familiar with, you’ll likely know that finding the right word to express your intended meaning can be both difficult and frustrating.
Now, imagine trying to make a sale and being unable to communicate the benefits of your product…?
I mean benefits that make it superior to the one your non-english speaking prospective buyer is waving in your face. as his/her justification for wanting you to drop your price, and you will appreciate the challenge the Igbo trader in a non-english speaking society faces.
But guess what, I have had to buy stuff many times from Igbos who did not know I could speak English, talk less the fact that I was a fellow Nigerian – and often left with great respect in my heart for them.
Their resilience in learning what to say and how to say it, while in the middle of negotiations with a French-speaking customer told me volumes about the mental attitude that makes the average Igbo trader succeed against all odds.
Not only are they willing to learn a new language(s), they are also willing to learn new ways of doing things – including adapting to the cultures and practices of the societies in which they find themselves. Like I mentioned earlier, there will always be exceptions, and some of them do go about trying to break the rules in their host societies. But those who do that are fewer than those who don’t.
Final Words
I believe the above attributes, if encouraged in more Nigerians from an early age, regardless of whether they want to be in paid or self employment, will produce a nation of go-getters unafraid of working hard, to achieve their goals in life.
Right now, we have too many Nigerians young and old – not willing to do the work, but eager to get the pay!
You’re reading Succeeding Through Hard Work, Determination and Persistence: 3 Lessons from Nigeria’s Igbo Traders by Tayo Solagbade, originally posted on his Daily Self-Development (SD) Nuggets™ blog. If you loved reading this post, be sure to follow Tayo on Twitter, Facebook, and Google+.
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