Accra, Ghana//-Many African businesses are struggling to turn opportunities into revenue, not because they lack good products, but because they have failed to build trust, communicate value and maintain meaningful relationships with customers.
That is the central message of The Salesman’s Playbook, a new book by sales professional and Chief Executive Officer of The Salesman, Jerome Adzah, launched in Accra on Thursday.
Speaking at the launch, Mr Adzah challenged the long-held belief that a good product naturally sells itself.
According to him, he has seen businesses with excellent products struggle, not because the products were poor, but because they failed to clearly communicate their value and build relationships that inspire trust. He noted that today’s customers have more choices than ever and increasingly make purchasing decisions based on trust and experience rather than product features alone.
“In Ghana, people do not always buy the best product. They buy from the business they trust, the person who understands them and the brand that remains visible and consistent,” he said.
The launch also touched on the growing influence of artificial intelligence and whether technology could eventually replace sales professionals. While acknowledging the benefits of AI, Mr. Adzah insisted that technology cannot replace the human relationships that drive business success.
“AI can write emails, analyse data and even tell us who to call, but it cannot replace human relationships and connection, especially in Africa where business is still deeply personal,” he said.
Supporting this view, the Chief Executive Officer of Dalex Finance, Joe Jackson, described AI as a powerful tool but said it could never replace the trust that influences purchasing decisions.
“If AI were going to decide to buy, we wouldn’t have a problem. But it is a real human being who decides to buy, and that real human being requires that they trust you,” he said.
Mr Jackson noted that although AI can recommend products and provide information, it cannot determine who consumers ultimately choose to buy from.
“AI may give you a recommendation on what to buy, but you still have to decide who you are buying from, which brand you are buying and why you are buying” he stated.
He, therefore, encouraged professionals and business leaders to embrace the lessons in The Salesman’s Playbook, describing trust and relationships as enduring elements of successful selling.
The president of the Chartered Institute of Marketing and Chief Executive Officer of MGA Consulting Ghana Limited, Michael Abbiw, said the publication of The Salesman’s Playbook comes at a time when businesses and professionals need practical knowledge more than ever.
He noted that while the world now has unprecedented access to information, access to information alone does not create capable leaders or successful businesses. “The challenge of our time is not the scarcity of information. It is our ability to convert information into understanding and understanding into sound judgement,” he said.
Mr Abbiw also stressed the importance of documenting practical experiences and sharing knowledge.
“Too much valuable experience in Ghana and across Africa remains locked in boardrooms, personal notebooks and the memories of professionals who never take the time to write it down. When that experience is not documented, it cannot be shared, and the next generation is forced to relearn what was already known,” he said.
He described The Salesman’s Playbook as an important contribution to African business literature, saying its lessons go beyond sales and touch on leadership, communication and value creation.
He expressed the hope that the book would inspire professionals and organisations to communicate more effectively, build trust intentionally and create greater value in their businesses.
