Let’s talk about the most painful moment in African business…
You explain everything. You demonstrate. You show them the features. You even quote a Bible verse to convince them the product is good.
They nod. Smile. Say, “Ah, I like it!”
Then they end the conversation with the most heartbreaking sentence in African commerce:
“Alright, I’ll come back.”
Next thing, you see them across the road buying the same thing from someone else… who didn’t even say hello with energy!
You? You’re just standing there looking like Moses who brought people out of Egypt, but someone else led them into the Promised Land.
Why? Because You Don’t Ask for the Money!****
You’re a good talker, yes. You know your product, true. You’re kind, patient, eloquent — a whole TED Talk. But you’re broke.
Because you don’t ask for the money!
** Meanwhile, the “Closer” Just Says:******
“Ma’am, what about the money?” “When are we starting?” “Give me the money so I pack it for you.” “Boss, should I swipe now?”
That’s the closer. He doesn’t know too many big words. He’s not even dressed as nicely as you. But guess what? His pocket is fuller than yours.
The Cricket Bat Strategy****
Let me explain this.
If you blindfold me and give me a cricket bat… Then throw 50 balls at me… Chances are, even with no eyes, I’ll hit at least one.
Now imagine a salesperson who:
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Asks for the money from every customer
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Follows up like rent is due tomorrow
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Doesn’t fear rejection
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Tries again, and again, and again
Eventually — something will land!
That one sale will feed them more than your 30 conversations with “potential clients” who are just admiring your pitch for fun.
A Sale Is Not a Sale Until Money Changes Hands****
You’re not a tour guide. You’re not an encyclopedia. You’re a businessperson.
And in business, money talks — not explanations.
Some of you are giving full PowerPoint presentations on WhatsApp but forgetting the final slide:
“Here’s how to pay.”
Africans, Let’s Think About It****
We’re too scared of hearing “no.” But no won’t kill you.
Silence will. Regret will. Unpaid rent will.
You’ll be sitting there saying, “At least they know I’m professional.” Meanwhile, someone who didn’t even greet properly just banked the deal.
Stop assuming people will decide to buy. Ask. Ask. Ask.
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“When are we closing this deal?”
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“How would you like to pay — EcoCash or USD?”
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“Shall I start packaging for you?”
Because even a blind man with a cricket bat eventually hits the ball — if he swings enough.
