Experts train sales executives on business growth strategies

The African School of Sales Management has trained over 400 sales executives, managers, business leaders on strategies to sustain business growth in the country.

The 2025 Sales Power Conference hosted by the Chief Executive Officer of t he African School of Sales and Management (ASSAM), Dr Femi Joshua, in Abuja equip professionals with modern selling techniques, digital marketing strategies, and relationship-building skills essential for closing deals and increase profitability.

Joshua, who emphasised the critical role of sales in business survival, noted that many Nigerian businesses struggle due to weak sales structures.

Joshua also highlighted the shift from traditional to digital sales, stressing that businesses must adapt to remain competitive.

“Many people still operate with an analog mindset in a digital world. Offline is the old door; online is the new door in selling. If you don’t understand how to sell online, you are invisible to potential buyers. People buy from those they trust, like, and believe in, which is why mastering relationship-building is crucial,” he explained.

Speaking, Dr. Daniel Moses, a UK-based property wealth strategist, reiterated that selling is the foundation of any successful business.

“A lot of businesses fail because they don’t understand that selling is the actual bloodline of any business. If you can’t sell, you’re already setting yourself up for failure,” he stated.

Moses encouraged attendees to focus on lead generation, customer engagement, and sales conversion.

“There is no spirituality in business if you are not selling. You can pray all you want, but if you don’t understand how to sell, you won’t make money. African businesses need to master sales strategies to drive revenue and stay competitive,” he advised.

Also, premium business strategist and mentor, Ugochukwu Omeogu, expanded on the idea that sales go beyond just transactions.

“Sales is a life skill. It’s not just about moving products and services; it’s about understanding people’s needs and communicating solutions effectively. Everyone who has ever convinced someone to believe in something has already sold an idea,” he explained.

For aspiring sales professionals and entrepreneurs, Omeogu stressed the importance of continuous self-improvement.

“To succeed, first develop value and improve the lives of others. Build capacity in leadership, skills, and competencies. Sales happens most effectively at the leadership level because great leaders influence decisions and inspire trust,” he said.