The African Sales Field Guide

Most business books preach global sales tactics, but selling in African markets requires a completely different playbook. The African Sales Field Guide by Stephen Nani is a battle-tested, practical handbook built from nine years of ground-level sales leadership across West and North Africa. Whether you are a founder, B2B sales manager, account executive, or agency leader, this book shows you how to stop treating Africa as a single market and start building a high-performing, ethical sales engine.

Inside this guide, you’ll learn how to:

Navigate local market complexities across country, city, sector, and account layers. Overcome the "trust gap" and turn introductions into long-term commercial partnerships. Deal with gatekeepers, international decision-makers, and institutional procurement. Protect your cash flow when managing extended post-payment terms and currency volatility. Leverage digital selling, social proof, and mobile money adoption to close deals faster.