By Jerry More Nyazungu
In 2022, my friend Tinashe from Harare started selling solar panels. Solid product. Affordable payment plans. Even came with WhatsApp support. But Tinashe had one small problem he could outtalk a radio DJ on Red Friday.
One day, he was pitching to a potential client in Borrowdale. As soon as the guy sat down, Tinashe launched into a monologue:
“Our panels use monocrystalline technology… they come with a German inverter, five-year warranty, and were tested under conditions similar to the Sahara Desert…”
Ten minutes in, the client looked confused. Fifteen minutes in, he looked exhausted. Twenty minutes in, he said, “My brother… I just want to power a fridge and two bulbs. That’s it.”
Tinashe had gone full Discovery Channel on a man who just wanted cold water and light to see his sadza.
Why Talking Too Much During a Demo is a Silent Killer
Let’s be honest. In Africa, we love to prove we know things especially in business. But here’s the hard truth:
Your client probably knows what they want. But they don’t always know what they need. That’s where YOU come in.
But instead of guiding them, many salespeople flood the client with jargon, 20 features, technical specs, and unnecessary storytelling:
“This app integrates with Zapier, Slack, Jira, and even talks to your fridge…” Bro, the client just wants to send an invoice.
When you talk too much:
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You stop listening.
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You make the sale about YOU, not THEM.
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You confuse the client.
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You risk sounding like a scammer with a vocabulary.
Fix It with This African-Proof Formula:
Here’s the formula I now swear by when doing demos and sales calls:
1. Ask First.
“What’s your biggest pain point?” “What are you trying to achieve?”
2. Listen Like Your School Fees Are Due Tomorrow. Let them talk. You’ll learn more from their words than from your PowerPoint.
3. Demo Only What Solves Their Problem. They don’t care about your 100 features. They care about the one that works for them.
4. Let Them Process. Don’t fear the silence. Sometimes that “pause” is where the magic happens.
5. Confirm Understanding. “Does this sound like it would solve your challenge?” Boom. Now you’re closing.
The Fridge Rule
If the person selling you solar can’t explain how it powers your fridge, they’ve failed. Same with you: if your client can’t explain your product to their boss, you talked too much.
Stop trying to impress with features. Start trying to connect with solutions. Because in African business, the person who listens more often earns more.
Whether you’re selling uniforms in Lusaka or payroll systems in Kigali, the one who listens, wins.
Now you tell me what’s the most confusing product demo you’ve ever sat through? Or worse… given?
#SalesTipsAfrica #ProductDemoFails #LessTalkMoreClose #AfricanEntrepreneurs #CustomerExperience #BusinessHumour #CharteredVendorWisdom #SalesInAfrica #DemoLikeAPro #RespectTheClient
