Why You’re Struggling to Sell: A Real Talk About the New Era of Sales

If you’re reading this, chances are you’ve had that frustrating moment where you stare at your sales numbers and wonder, “What am I doing wrong?” Just a few years ago, you were the unstoppable sales guru, closing deals left, right, and center. Now, it feels like pulling teeth to get a “maybe” out of your prospects.

So, what happened? Did you lose your touch? Did your competitors suddenly outclass you? Not exactly. The truth is, the game has changed, and today’s consumers are playing by their own rules. If you don’t adapt, you’ll be left in the dust.

Let’s unpack this shift—and don’t worry, we’ll sprinkle in some humor, practical examples, and a touch of Ghanaian flavor to keep it relatable.

1. The Rise of the Informed Consumer

Gone are the days when your pitch was gospel.

Back in the day, you could walk into a client’s office, wow them with your “expert knowledge,” and walk out with a signed contract. But today? Your prospect has Googled everything about your product, read ten reviews, and even watched a YouTube tutorial before you stepped in.

Example:

Imagine you’re selling a bulk SMS service. Ten years ago, you could say, “Our platform is the fastest in the market.” The client would nod in awe. Today, they’ll interrupt you mid-pitch: “Fastest? Hmm. I read online that Company X can send 10,000 messages in under a second. Can you match that?”

The Fix: Don’t sell like a lecturer; sell like a guide. Acknowledge what they already know and focus on adding value beyond the obvious. If they’ve researched your product, they’re looking for expertise, not just information.

2. The Picky, Impatient, Distracted Buyer

Your prospect has the attention span of a TikTok scroll.

Today’s consumers want what they want, and they want it now. They’re spoiled for choice and will ghost you at the slightest hint of inconvenience.

Example:

You’re a real estate agent showing a client a property. Midway through your pitch about the “serene environment,” they whip out their phone, scroll through Instagram, and say, “This place doesn’t have a pool, right? Next!”

The Fix: Cut the fluff. Be concise, direct, and focus on the aspects they care about most. And for goodness’ sake, don’t make them wait. Respond quickly, follow up faster, and make the buying process as smooth as kelewele from the streets of Osu.

3. The Power of Word-of-Mouth 2.0

Everyone has a megaphone now.

In Ghana, if you mess up a client’s experience, it won’t just stay between you two. It’ll end up on Twitter, TikTok, or a WhatsApp group chat faster than you can say, “Apologies for the inconvenience.”

Example:

A small restaurant in Accra promises delivery in 30 minutes. The food arrives after an hour, cold and incomplete. The next morning, there’s a viral thread titled, “Why I’ll NEVER order from XYZ Restaurant again,” complete with screenshots of the chat and photos of the disappointing meal.

The Fix: Customer experience is your strongest sales tool. Focus on building trust, keeping your promises, and delivering a seamless post-purchase experience.

4. Adapt or Get Eclipsed by Technology

Tech isn’t your competition—it’s your ally.

Today’s buyers expect seamless integration with technology. If you’re still operating with outdated tools, you’ll come across as unprepared and out of touch.

Example:

Imagine selling insurance to a young Ghanaian entrepreneur. They ask if you have an app where they can manage their policy, and you say, “Oh, we use paper forms and email.” Watch them slowly back away like you just served them expired fufu.

The Fix: Embrace digital tools. Use CRM software, automate processes, and adopt solutions like chatbots and bulk SMS platforms to make your service more efficient.

5. The Uncertainty Factor

“Why buy now when I can wait?”

Economic uncertainty is a reality. Whether it’s the fluctuating cedi or rising costs, buyers are more cautious than ever. They’re weighing every pesewa and scrutinizing every deal.

Example:

You’re selling marketing services to an SME owner in Kumasi. They tell you, “Your proposal looks good, but I need to be sure it’ll bring returns. Otherwise, I’ll keep managing my Facebook page myself.”

The Fix: Be empathetic and solution-driven. Show them the ROI, break down the risks, and offer flexible payment terms or guarantees.

6. Humor Meets Reality: The Story of the Persistent Salesman

Let’s lighten up with a classic Ghanaian sales tale. You’re selling a car to a busy CEO. After multiple follow-ups, they finally agree to meet you. You pitch passionately for 20 minutes. The CEO smiles and says, “I like it, but let me pray about it.”

Now, you could walk away frustrated, but the smart salesperson knows to play the long game. Your response? “No problem. Should I join you in fasting and prayers so we can both receive confirmation?”

The CEO laughs, and just like that, you’ve built a connection that could seal the deal later.

In Conclusion: Adjust, Adapt, Excel

Selling today isn’t harder—it’s just different. The Ghanaian market is evolving, and so should you.

• Be relatable. Connect with your clients on their level.
• Be quick. Time is of the essence.
• Be digital. Technology is non-negotiable.
• Be persistent. Follow up like your livelihood depends on it—because it does.

Remember, sales isn’t just about hitting targets. It’s about building relationships, solving problems, and staying ahead of the curve. So, the next time you miss a sale, don’t beat yourself up. Take a step back, learn, and adapt.

Because the best salespeople don’t just sell—they evolve.