Step into any bustling market in Accra, Lagos, or Nairobi, and you’ll meet some of the most skilled salespeople on the planet. They don’t wear suits, have never attended a sales seminar, and probably haven’t read any of the top-selling business books—yet they close more deals in an hour than many office-bound execs do in a day.
So what do these informal sellers—market traders, bus vendors, and local hustlers know that corporate boardrooms can learn from?
Let’s unpack it.
1. Mastering the Art of the First Impression
Street vendors have 5 seconds or less to grab your attention—no second chances. That ice-cold bottle of water on a hot day? That catchy phrase you hear on repeat? It’s all intentional.
In Makola Market, a tomato seller may shout, “Sweet tomatoes! Red like your lover’s lips!” It’s humorous, unexpected, and instantly engaging. On a trotro, a gum seller may greet passengers with a friendly, “Good morning, bosses and madams! Fresh breath for the office!”
Lesson: In sales, your opening matters. Whether it’s a pitch email, a Zoom call, or a handshake at a networking event—make it count. Be relevant, be timely, be sharp. Use humour, empathy, or curiosity to spark interest instantly.
2. Reading the Room (or the Road)
Informal sellers are emotional intelligence machines. They scan your mood, your pace, even the bags you’re holding. Are you rushing? They adjust. Are you relaxed? They engage deeper.
For example, if you’re walking with a tired look and holding a heavy bag, a street drink vendor might say, “Cool down, boss, small energy before you reach home.” They’re not just selling a drink; they’re acknowledging your need and tailoring their approach.
Lesson: Sales isn’t just about talking—it’s about listening and observing. Great salespeople read their prospects before they pitch. They adapt. They calibrate. Corporate sellers should be using body language, tone, and context to tailor every conversation.
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3. Persistence Without Being Pushy
Ever noticed how a trotro vendor can pitch multiple products in minutes without seeming rude? They persist, but they also know when to back off.
They may move down the aisle, pitch soap, pens, and snacks with confidence. If you’re uninterested, they don’t take it personally. They smile and move on, because the next person might be the buyer.
Lesson: Follow-up is essential, but knowing how and when to do it is gold. Don’t be the spammy salesperson—be the memorable one. Be pleasantly persistent, not pushy. Timing and tone make all the difference.
4. Selling Benefits, Not Just Products
Street hawkers don’t just say, “Buy plantain chips.” They say, “Chop something small before traffic stress kills you!” They’re selling relief, comfort, and convenience.
The best of them know how to link the product to a lifestyle or emotional need. A woman selling body lotion might say, “Smooth skin, my sister! Your man won’t stop touching you!” It’s cheeky but effective.
Lesson: Don’t just list features. Sell the solution. Sell the feeling. Sell the WHY. Make your product a remedy, not just a commodity.
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5. Closing Fast and Clean
There’s no room for long negotiations on the street. The transaction is quick, decisive, and wrapped up with a thank-you and a smile.
You hear lines like, “Last price, just for you,” or “You buy now, I dash you small extra.” These are simple closing tactics that create urgency and reward immediate action.
Lesson: Learn when to stop talking and close. If the buyer is ready, don’t overcomplicate it. Get the YES, seal the deal, and move on. Confidence in closing is a skill boardrooms often water down with endless presentations and overthinking.
6. Building Loyalty in the Chaos
You’ll be amazed how many people have a “regular” tomato seller at the market or know which peanut vendor gives the freshest batch.
These sellers build relationships through consistency, greetings, small discounts, and remembering your preferences. “You don’t like the soft yams, I kept hard ones for you,” a seller might say, and boom–you feel special.
Lesson: Relationships matter, even in high-churn environments. Follow up. Remember names. Offer something extra. Make people feel seen. In the boardroom, that could mean a personalised email, a birthday message, or just remembering what your client values most.
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7. Innovate or Be Invisible
Street sellers evolve constantly. New packaging, catchy jingles, bundles, or mobile payment methods. They pivot faster than most companies.
A pure water seller may start using a cooler on wheels instead of carrying a tray. A shoe cleaner might offer instant service while you’re waiting at the traffic light. They’re always adapting.
Lesson: Stay sharp. The market changes. Customer preferences shift. Are you evolving with them or waiting for a strategy meeting next quarter? Innovation doesn’t need a budget. Sometimes, it just needs observation and action.
Final Word: Hustle + Heart = Sales Power
The streets teach us that sales is more than KPIs and CRMs. It’s human, gritty, intuitive, and full of heart. The best salespeople aren’t always the ones with the fanciest tech or the biggest budgets—they’re the ones who connect, adapt, and deliver.
So the next time you walk through a market or hop on a bus, don’t just dodge the vendors. Watch them. Learn from them.
Because some of the world’s sharpest sales minds are selling airtime, gum, and sachet water—and they’re closing deals in traffic.
Respect the hustle.
