Jerome Adzah (m) flanked by Joe Jackson, Gifty Ama Amoah, Erica and Michael
Sales professional and business development expert, Jerome Adzah, has launched “The Salesman Playbook”, a book aimed at bridging the gap between classroom sales education and the practical realities of the business world.
Speaking at the launch in Accra, Mr. Adzah said the publication was inspired by his personal experiences and is intended to equip both aspiring and experienced sales professionals with practical skills that are often absent from academic training.
He explained that the inspiration for the book came from his childhood, when he assisted his mother in selling beans and gari, popularly known as “gɔbɛ”, on the streets of Accra.
According to him, the experience taught him that successful selling is built on trust rather than mere familiarity.
“Having worked with my mum on the streets of Accra, learning how to sell, I discovered one thing: people bought from her not because they knew her, but because she had built trust over time,” he said.
Mr. Adzah stressed that trust remains a critical ingredient in doing business in Ghana and many parts of Africa, noting that business transactions are often driven by relationships and referrals.
“In the corporate field, it is very difficult to close deals if you do not have relationships. In our part of the world, businesses happen because of two things – relationship or referral,” he stated.
Touching on technological advancements, the author acknowledged the growing influence of Artificial Intelligence (AI) in the sales profession but maintained that technology could never completely replace the human element in selling.
He explained that while AI would help speed up sales conversations and improve customer engagement, it could not replicate the trust, empathy and emotional connection that underpin successful business relationships.
“Sales has a heart, and the heart is what human beings hold,” he added.
During a panel discussion, the Chief Executive Officer of Dalex Finance, Joe Jackson, endorsed the book, describing it as a valuable resource for sales professionals and business executives.
He observed that trust remains a scarce commodity in many African markets, making relationship-based selling an essential component of business success.
“If I have to make a business decision, I have to trust you that if something goes wrong, I can call you and we can work together to fix it,” he said.
The Vice President of Chartered Institute of Marketing, Ghana (CIMG), Gifty Ama Amoah, also commended the publication, saying it reflects the realities of selling in the African context.
She explained that while formal education provides theoretical knowledge, practical street selling teaches relationship management, effective communication and customer assurance, which are indispensable in building lasting client relationships.
According to her, successful salespeople must go beyond simply giving customers direct answers and instead build confidence by demonstrating commitment to finding solutions.
She further encouraged sales professionals to adopt a positive mindset by viewing selling as an engaging and rewarding process rather than a burden.
“The moment you change your mindset that it is a playbook and your goal is to excite the customer and capture their attention, selling becomes easier,” she said.
The launch brought together business leaders, marketing professionals, sales practitioners and students, who described the book as a timely contribution to improving sales practice and professional development in Ghana.
By Florence Adom Asamoah