Sales is the Answer: Selling is the Solution

In Ghana's ever-changing business environment, one thing remains consistent: sales are the lifeblood of every business. Whether you're selling fast-moving consumer goods (FMCGs), real estate, services, or tech solutions, without a robust sales strategy, survival becomes an uphill battle. So, the key question is: What are you doing to revive your sales approach? Are you ready to scale up and sell smarter? In this highly competitive market, businesses must evolve or risk being left behind.

The Heartbeat of Business: Sales

Sales is not just about selling products or services; it's about solving problems for customers and offering them value in a way that creates loyalty and long-term business relationships. The best sales strategies shift away from hard-selling to becoming a partner in your customer's success.

Let’s take a look at Kasapreko PLC , a giant in the beverage industry in Ghana. Their success isn't just because they sell alcoholic and non-alcoholic drinks. It’s because they understood the local market and tailored their sales strategy accordingly. Kasapreko identified key consumer preferences in Ghana and beyond, blending traditional ingredients with modern marketing approaches. This strategic alignment has helped them expand into international markets, exporting to over 20 countries worldwide.

The success of Kasapreko shows the power of focusing on sales as a strategic driver for long-term growth. Just like Apple sold an experience with its devices, Kasapreko tapped into local cultural identities and consumer needs to create a brand that resonates both locally and internationally.

Evolving sales approaches: from traditional to digital

The Ghanaian business environment, much like the global market, is rapidly evolving. Traditional sales methods, like door-to-door sales or radio advertisements, which once dominated the market, have given way to digital strategies.

Take mPharma , a Ghanaian health-tech startup that connects patients to affordable and accessible medication. By leveraging technology and data analytics, mPharma revolutionised how Ghanaians access healthcare. Their sales approach isn’t just about selling medicine; it’s about creating a more efficient system to solve healthcare challenges. This type of smart, data-driven sales approach is helping mPharma scale up, not just in Ghana but across Africa.

Globally, companies like Amazon use big data to personalise shopping experiences. But this principle is just as relevant here in Ghana, where understanding your customer through digital engagement and data analytics can give you an edge. GOIL PLC , for instance, is investing in digital platforms to make buying fuel more convenient, offering loyalty programs and mobile payment options to create better customer experiences.

The lesson here? Just like global giants are adopting data-driven sales, local businesses in Ghana must do the same to remain competitive.

Selling Smarter: Local Solutions, Global Strategies

Sunda Ghana ( Sunda International ), a leading FMCG manufacturer, is another company that has mastered the art of sales in Ghana. Their approach? Understanding the local market while implementing global best practices. Sunda recognised that affordability, availability, and consumer trust are paramount in the Ghanaian market. By positioning their products in every corner of the country, they’ve been able to dominate the FMCG sector with products that meet both local demands and international standards.

On a global scale, we often talk about Tesla revolutionising the electric car industry by selling a vision for the future of sustainable energy. Similarly, Solar Taxi, a Ghanaian startup, is doing the same with electric cars, bikes, and tricycles locally. They identified a need for affordable, eco-friendly transportation solutions in Ghana’s bustling cities and are positioning themselves as leaders in this sector.

Just like Tesla, Tesla's success lies in selling solutions, not just products. They aren’t merely offering electric vehicles—they’re offering a sustainable future and affordable transport for Ghanaians. This shift in thinking is what separates the businesses that survive from those that thrive.

Reviving Your Sales Approach: The Ghanaian Context

So, how can you revive your sales approach in Ghana’s dynamic market? Here are three key strategies you can adopt:

1. Leverage local insights: To succeed, you must understand local consumer behaviours and trends. A company like Blue Skies , which produces fresh fruit juices, recognised the growing demand for healthy, natural drinks. They capitalised on the “buy local” trend, building their sales strategy around Ghana’s rich agricultural resources. According to Deloitte , localising your product offering by focussing on what resonates with your market can drive up sales by as much as 30%.
2. Embrace Technology: Technology is transforming sales, and businesses in Ghana are catching on. Zeepay Company Limited , a mobile financial services company, has used technology to tap into the growing remittances market. By offering digital solutions to make cross-border money transfers easy and affordable, Zeepay has scaled its operations to multiple countries in Africa.
3. Invest in Sales Training: A well-equipped sales force is crucial. Research by McKinsey shows that companies that train their sales teams regularly see a 30% increase in sales productivity. In Ghana, Enterprise Group, a leader in insurance, has consistently invested in training their agents to not only sell products but to act as consultants who understand the unique insurance needs of every client. This consultative selling approach has allowed Enterprise to build trust with clients and dominate the insurance market.

Scaling Up: Ghanaian Success Stories

Scaling up isn’t just a buzzword; it’s about creating a structured, strategic sales process that can grow with your business. Jumia Ghana exemplifies this with their focus on digital sales. They started as an online marketplace, but through strategic partnerships and understanding local buying habits, Jumia has evolved into a one-stop-shop for everything from groceries to electronics. Their ability to scale by continuously innovating and adapting to local market conditions has made them a major player in Ghana’s e-commerce space.

Similarly, B5 Plus Group , a Ghanaian steel manufacturing company, successfully scaled by focusing on becoming the preferred local supplier of steel products. Through partnerships with local distributors and a clear focus on customer needs, they’ve been able to expand into other West African markets.

Selling Smarter: Practical Takeaways for Ghanaian Businesses

Here are some practical tips for selling smarter in Ghana:

1. Use local narratives: Whether you’re selling tech solutions or traditional goods, connect with your customers through local stories and relatable narratives. Companies like Special Ice have used the simple message of clean, affordable water to capture a large share of the bottled water market.
2. Adopt Global Best Practices: While local insights are crucial, don’t ignore global trends. Use technology and data-driven approaches like digital marketing, CRM systems, and automation to refine your sales process.
3. Foster Long-term Customer Relationships: Fan Milk Ghana, a household name, didn’t just focus on selling ice cream—they built a brand that is synonymous with Ghanaian childhood memories. This focus on relationship-building rather than transactions has kept them relevant for decades.
4. Train Your Sales Team: Salespeople are the backbone of your business. Equip them with the right tools, knowledge, and skills to help them succeed. Regular training in negotiation, relationship-building, and consultative selling can significantly enhance your sales team's effectiveness.

Conclusion

Sales is not just a department; it's the engine that powers your business. In Ghana’s competitive market, it’s no longer enough to rely on old tactics. Businesses must revive their sales approach, leverage both local insights and global best practices, and focus on selling smarter to stay ahead.

Think local, act global, and scale up—your business’s survival depends on it.