Chidera Franklin
Doing business across Africa is a journey filled with lessons, surprises, and growth. Every country has its own rhythm, shaped by culture, economics, and human behavior. What works in one place might completely fail in another, and that is what makes this market so fascinating. It is not about following a fixed formula but about learning how to read the signs, understand the people, and adapt your strategies as the market evolves.
In my years of managing sales across East, West, and Central Africa, I have come to understand that the real secret to success lies in one simple truth. Africa is not a difficult market, it is a dynamic one. To thrive here, you must be both strategic and empathetic. Strategy helps you navigate complexity while empathy allows you to connect with people, whether they are consumers, partners, or team members.
Understanding people is always the starting point. The African consumer is diverse, informed, and value driven. You cannot sell to them by assuming what they need. You have to listen. When I worked on the Downy relaunch in East Africa, we spent time studying what freshness meant to people in different regions. To some, it was about fragrance. To others, it was about comfort and care. That simple discovery helped us communicate better, build trust, and grow faster. Success, I learned, begins with insight, and insight comes from listening.
Another lesson that stands out for me is the power of consistency. Many businesses rush to expand, scale, and dominate, but true progress comes from staying disciplined. In one of my roles, I inherited a market that had been struggling for years. The turnaround did not happen overnight. It came from focusing on the basics such as execution, follow through, and teamwork. By keeping everyone aligned around clear goals, we rebuilt trust with distributors, strengthened market presence, and achieved record growth. That experience reminded me that consistency always outlasts speed.
Leadership also plays a huge role in building success across Africa. Beyond policies and plans, people need vision. They need leaders who can inspire confidence even when the road gets tough. I have seen how empowering teams, giving them room to think, and recognizing their effort can completely change the game. Africa is rich with talent, and when people feel seen and supported, they deliver excellence that surpasses expectations.
Finally, the best professionals in this market never stop learning. Trends shift fast. New competitors emerge. Consumer habits evolve. Staying curious is what keeps you ahead. The more you learn, the more adaptable you become, and adaptability is the ultimate advantage in a market as fast moving as Africa’s.
Success here is not about shortcuts or luck. It is about resilience, relationships, and a deep respect for the people you serve. Those who understand that will always find ways to win, because in Africa, business thrives where trust and consistency meet opportunity.
*Chidera Franklin Ibekwe is a dynamic sales leader and Country Manager at Procter & Gamble, with over six years of experience driving growth across East, West, and Central Africa. A first-class graduate of Systems Engineering from the University of Lagos, he has led multi-million-dollar portfolios and executed market turnarounds that strengthened brand presence across the continent. Known for his strategic thinking and people-centered leadership, he remains committed to shaping sales excellence across Africa’s evolving markets.
Leave a comment