Associate Professor of Marketing at Pan-Atlantic University of Nigeria, Dr Ogechi Adeola, has emphasised the need for businesses to address the current and future sales management challenges in Africa.
She noted that today’s businesses seldom compete only with local organisations who provide the same kinds of services and commodities.
“Competition comes to us from multinational organisations around, thus the need for strong sales management,” she said.
Dr Ogechi Adeola was speaking in Accra, at the launch of a book titled: “Sales Management: A Primer for Frontier Markets, which she authored together with Ghana’s Prof. Robert Ebo Hinson, Head of Department of Marketing, University of Ghana Business School (UGBS); and Prof Abednego Feehi Okoe Amartey, the Vice Chancellor of University of Professional Studies, Accra (UPSA).
Delivering her speech at the media launch of the book, she said with increased globalisation, businesses in developing countries like Ghana and Nigeria, and across Africa, could not assume that providing only quality services and commodities that would lead to success.
“Perceiving sales to be merely buying and selling of goods and services is no longer enough. As such, to be competitive, there is the need to manage sales processes that create value for customers,” Dr Adeola stated.
The book speaks to practitioners, agents, and scholars within the sales industry and students preparing to enter the field about what it takes to enhance sales, retain customers, build business relationship with customer, and compete in the global market.
The book, which has eleven chapters, was officially launched by Dr Gideon Ameyedor, Managing Director of J in G Insurance Brokers at the University of Professional Studies, Accra.
Dr Adeola said the book addresses the current challenges experienced by business owners, marketers, and sales practitioners, in a way that would help businesses grow and look beyond setting goals for short-term profitability.
She was hopeful that today’s businesses would have a greater chance of success if they could build and sustain a brand image and sales strategy that would attract and retain quality sales personnel.
She said the book offers important answers to sales challenges in Africa, adding that “it will be a useful learning tool for students in their undergraduate and postgraduate programmes, and a reference for practitioners of sales management following marketing trends in Africa”.
Dr Andrew Akolaa, Head of Marketing Department, UPSA, who reviewed the book, stated that the book is one of the emerging pioneering works in sales focused on the African continent with practical illustrations and case studies contextualised for practitioners, academics, and students alike.
“They also researched into the selling process clearly and precisely take readers through various selling stages from prospecting, to making appointments, and delivering excellent sales presentations,” he added.
He also said the authors again introduced readers to the concept of marketing and the marketing mix with its historical antecedents in marketing evolution and builds into integrated marketing communications and a step by step sales management process without complications.
Dr Akolaa noted that the book concludes the ‘sales journey’ with sales force information system and relationship management to retain customers for long term value.