By Juliet ETEFE
The Deputy Minister of Trade and Industry Michael Kofi Okyere Baafi has called for the integration of sales and marketing strategies into public sector operations.
At the recent National Sales Leaders Conference (NSLC), he emphasised that as global competition intensifies, adopting professional branding and engagement practices similar to the private sector is essential for attracting investments and driving economic growth.
He emphasised that as global competition intensifies, it is essential for public sector entities to adopt a more professional approach to branding and engagement – mirroring practices in the private sector.
According to him, integrating sales and marketing into public sector operations would help attract significant investments, ultimately benefitting the country’s economic growth.
He also pointed out the sector’s need to evolve in line with modern business practices, underscoring the importance of adopting a more strategic and professional approach across all sectors, particularly in the public sector, to enhance the country’s economic prospects and ensure sustainable development.
“The whole world has become very competitive, and therefore even public sector operators must embrace sales techniques to effectively shape our national brand.
“If we want to present ourselves well and attract high-value investments, we need to behave professionally and add a touch of sales and marketing to our operations,” he noted in an interview with media.
The minister also highlighted the critical role of professionalism and ethics in the sales industry, stressing that these qualities are not only key to individual success but also vital for the sector’s growth.
“Professionalism and ethics are very important in the business of sales because they significantly impact personal branding and overall success,” he said, urging sales professionals to uphold these standards.
President-Chartered Institute of Marketing Ghana (CIMG) Dr Daniel Kasser Tee also emphasised the pivotal role of sales in driving not only organisational growth but also broader economic development.
He underscored that sales is the engine that propels businesses forward, transforming ideas, products and services into revenue, which in turn fuels innovation and sustains operations.
“With its expanding economy, Ghana presents a fertile ground for business growth. However, realising these potential hinges on the calibre of our sales force…A competent sales team is not merely a department but the vanguard driving economic progress. To achieve sustained organisational revenue growth, we must invest in building a formidable army of sales professionals right here at home,” he urged.
He added that: “The Ghanaian market is unique, with its peculiarities and challenges. Foreign models of sales leadership may not translate entirely. Therefore, nurturing homegrown talent is paramount. It is about understanding the Ghanaian consumer, speaking their language and building relationships based on trust”.
He also pointed out that sales today is not just about pitching products; it is about cultivating long-term relationships, delivering exceptional customer experiences and becoming trusted advisors.
He advised that: “Sales teams must be agile, adaptable and equipped with the skills to navigate an increasingly complex and ever-changing marketplace”.
The National Sales Leaders Conference
Organised under the theme ‘Sales Unleashed: The Role of Sales in Sustained Organizational Revenue Growth and Economic Development’, the conference aims to highlight the importance of effective sales strategies in achieving economic success.
Being the maiden edition, it seeks to provide an ideal platform for Sales, Marketing and Business Development leaders and professionals to discuss current challenges and opportunities in the country’s sales environment, and how professionals can elevate the art of selling.
In his welcome address, CEO-MGA Consulting, and platinum sponsor of the NSLC, Michael Abbiw said: “Sales is not merely a function within an organisation; it is the lifeblood that drives growth and innovation. In today’s economy, sales is the engine that propels companies forward, enabling them to adapt and thrive in competitive landscapes.
“Whether it is a startup trying to establish itself or a multinational corporation seeking to expand its market reach, the sales team is the frontline that turns visions into reality. Sales professionals are the architects of revenue, and their work is instrumental in fostering economic growth and prosperity.”
He noted that the primary goal of this conference is bringing together sales leaders, innovators and thought-leaders to share insights and strategies which will shape the future of our industry.
Mr. Michael Abbiw, who is also a seasoned sales practitioner, noted that the evolution of sales has been marked by key milestones from the advent of Customer Relationship Management (CRM) systems that revolutionised customer management to the rise of social selling.
He added that the focus has moved from transactional selling to consultative selling, where understanding the customers’ needs is paramount.
National Sales Academy and National Sales Achievers Awards
Day one of the conference was also used to launch the National Sales Academy (NSA) and National Sales Achievers Awards (NSAA).
General Manager-EcorEvents Solutions Limited, Clarus Kwofie, explained that the National Sales Academy is a training and development programme designed to equip sales professionals in various industries with the skills, knowledge and competencies required to succeed in today’s fast-paced sales environment.
He added that the academy will offer a range of courses, certifications and coaching programmes customised to meet the needs of sales professionals at various stages of their careers.
Touching on the National Sales Achievers Awards, Mr. Kwofie stated that the awards programme is prestigious one that will recognise and celebrate achievements of top-performing sales professionals and teams in the industry.
The NSLC featured keynote addresses from renowned figures in modern sales leadership, offering perspectives on cutting-edge sales strategies and the future of customer engagement. Seminars and workshops were also held to cover a wide spectrum of topics, from digital transformation in sales to effective negotiation techniques.
