Sellobees Strategic Growth | Sales & Marketing Consultancy

If you've ever done business in both Africa and Europe, you'll notice one thing immediately: the gap isn't just in infrastructure or funding, it's in process. In the UK or Europe, everything runs like a machine. From recruitment to reporting, there's a structure, a system, a framework, a book everyone reads from. Employees are hired and onboarded into clearly defined systems. Sales professionals are trained to follow methodologies like MEDDIC, SPIN, or BANT, frameworks that shape how prospects are identified, qualified, and closed. In short, process is everything. It's the holy grail of productivity, predictability, and accountability. ### The Western Way: Structure Breeds Consistency The western ethos is clear: if you can measure it, you can manage it. Processes exist to ensure that the outcome is repeatable. A sales manager in London doesn't need to reinvent the wheel because the playbook is already there. Pros: • Predictable results and scalable growth • Clear accountability and performance measurement • Training is easier; success can be replicated across teams Cons: • Over-dependence on systems can stifle creativity • Slow decision-making; innovation often takes a back seat • Less flexibility to adapt to rapidly changing environments ### The African Way: Flexibility Breeds Ingenuity Now, step into Nigeria, Ghana, or Kenya, and the game changes. The environment is less about frameworks and more about fluidity. Businesses thrive not because they followed the rulebook, but because they learned to bend it or rewrite it entirely. In markets where infrastructure is unpredictable and bureaucracy can slow things down, adaptability becomes a superpower. Deals are built on relationships, trust, and the ability to improvise. Many entrepreneurs operate without CRM systems or sales frameworks, yet they drive remarkable results through sheer instinct and cultural understanding. Pros: • High adaptability in volatile or informal markets • Strong relationship-driven outcomes • Creativity flourishes; people find ways where none seem to exist Cons: • Lack of scalability and data-driven consistency • Over-reliance on personal networks limits institutional growth • Difficult to measure or replicate success ### Bridging the Gap: What Each Side Can Learn The Western world can learn from Africa's fluidity and cultural intelligence. Sometimes, innovation isn't in the spreadsheet; it's in the street. The ability to think fast, build relationships, and make decisions in imperfect systems is a kind of intelligence that process can't always teach. Meanwhile, African businesses can benefit immensely from adopting structured frameworks without losing their entrepreneurial edge. A balance of structure and spontaneity could redefine how emerging markets scale. ### So, Who Should Adapt to Whom? Perhaps the real question isn't which side should adopt the other's ethos, but how both can evolve. The West could use a dose of agility and intuition. Africa could benefit from a touch more process and predictability. Because in the end, progress isn't just about following the book. It's about writing one that works for your reality. Written by Pero Ositelu | November 1, 2025 About the Author Pero Ositelu, Founder of Sellobees, a boutique sales and brand partnership consultancy connecting Africa's emerging markets with global opportunities. I write about sales, business development, and the evolution of commerce across Africa and the diaspora.

The Progress Gap: Why Process is Everything in the West and Improvisation Rules in Africa

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