.Welcome to another exclusive strategy session by ABT NEWS for the visionaries and trailblazers shaping the future of business.
Whether you are pitching a multi-million dollar enterprise software solution, negotiating a commercial partnership for digital media, or securing investment for a large-scale agribusiness venture—like a high-yield tilapia or commercial maize operation—the mechanics of closing a deal remain exactly the same. You might have the best product on the market, but if you don’t understand the psychology of your buyer, your pipeline will stall.
The Harvard Revelation: Connect, Then Lead
A landmark Harvard Business Review study titled Connect, Then Lead analyzed thousands of top-performing leaders and sales professionals to find out what actually drives influence. They discovered that success boils down to two critical traits: Competency and Empathy.
But here is the catch that most people miss: The order matters.
Sales expert Shari Levitin recently shared a brilliant story that perfectly illustrates this. Her husband, determined to replace his old vehicle, made an appointment at a local dealership. On the drive there, he laid down the law: “No matter what he says, no matter what the price is, we are not buying anything today.” His walls were up.
When they arrived, the salesman, Jared, didn’t hand them a brochure. Instead, he walked up and said: “It is so amazing to meet you. I hope you don’t mind, I looked you up on LinkedIn. I like to know a little bit about the people I’m going to serve. I see that you’re the past president for the National Ability Center. My own son has autism, and I just want to thank you for the work that you do.”
For the next 35 minutes, they stood in Jared’s office discussing autism research and cures. They hadn’t even looked at a truck yet. But when they finally stood up to walk onto the lot, Levitin’s husband turned to her and said, “I think he has what we need here.”
Empathy Opens the Door; Competency Keeps You in the Room
Jared had supreme competency. He knew the truck models, the horsepower, and the payload capacities. But he knew something much more important: he knew his buyer as a human being.
To excel at selling, you must master the Five Components of Trust:
- Empathy: Understanding the buyer’s world and challenges.
- Reliability: Doing exactly what you say you will do.
- Competency: Having undeniable expertise in your field.
- Integrity: Operating with transparency and honesty.
- Vulnerability: Being willing to admit what you don’t know.
Empathy is what gets you through the door. The other four keep you there. If you lead with a pitch about your product’s features without first establishing a human connection, you trigger the buyer’s defensive instincts.
The Ultimate Takeaway for African Entrepreneurs: In Africa, business has always been communal—built on handshakes, mutual respect, and seeing the humanity in your partners. Lean into that cultural strength. Before your prospects decide what they think of your message, they decide what they think of you.
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