Live Beyond the Sale: Relationship Marketing for African Entrepreneurs

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Dr. Sheena Lovia Boateng is a Senior Lecturer at the Department of Marketing and Entrepreneurship at the University of Ghana Business School. She is a fellow of the Academy of Marketing Science. 

In order to have a successful business and expand beyond local markets, it is critical that you understand the various ways Marketing can help you. Without it, business success will be fleeting. The challenge is that many Ghanian entrepreneurs are simply living for the sale. They are focused on the transaction and not the relationship, but with this understanding and awareness, they can unlock the keys to sustainable, repeatable, profitable and scalable businesses.

I asked Dr. Sheena, where entrepreneurs should spend more time gaining insight to better position themselves. These are a few:

  1. Understand the market segments for better targeting
  2. Develop more than 1 script as all customers are not the same
  3. Differentiate your product in the market to avoid looking like everyone else
  4. Build trust with your customers through checking up on them and asking about their experience

If you are in an e-commerce business, one way to strengthen trust is by having a physical presence. It not only expands your reach, but it allows customers who are not comfortable doing business online to do business with you in person.

Listen to the full episode on ways to build trust through continuing the conversation, dispelling opportunistic behaviors, ensuring each party has mutual benefits and improving the skill of conflict resolution. 

Connect with Sheena Boateng:  LinkedIn | Instagram – @dr_lovia.boateng

Connect with Monique Russell: LinkedIn | Instagram | Facebook | Youtube

Produced by Breadfruit Media

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Connect with Monique Russell: LinkedIn | Instagram | Facebook | Youtube

Produced by Breadfruit Media