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How to sell during COVID-19 By Emmanuel Kwabena Abrompah

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If there will ever be a time to dig deep into our core as Salesmen to sell, then it is now. And If there will ever be a time to handle great objections to sell, it is now. Lastly, if there will ever be a period of time to experience rejections and delays in closing, it is now.

2020 is certainly a turning point in modern human history. The impact of the pandemic is having a ravaging effect on businesses across the world.

Here are some suggestions that you can apply as you sell during the pandemic.

You are on the frontlines.

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Sales professionals have always been onthe frontlines. Do not be afraid toapproach prospects and clients to offer solutions. There are many people, and organizations out there thatneed solutions to their problems. Step out there and offer that solution. Front liners are brave despite the obvious odds.

Use the soft approach

With the avalanche of information at the disposal of the client, the days of pushy sales are long gone. This is not the time to do pressure selling – it has never worked and will never work. You must be a sympathetic and empathetic sales professional. Some of the accounts and pay points are dealing with dwindling revenues and escalating overheads. Don’t add to their headaches. When you get in touch ask about the welfare of their businesses and their families. When the situation improves, you will be rewarded.

Do not be a lamenting Sales professional.

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Ask the average sales person why he missed his imperatives. He will blame everything except himself. The economy, exchange rate, the competition is offering something better, the weather, inflation, poor customer service, no selling literature, our prices are in the roof, commissions are low, no training, management bureaucracies, etcetera etcetera. 

And now we have the novel and mother of all excuses – C19.Do not try to write another version of the book of Lamentation of the Bible. Instead explore ways you can become better. Sales is scientific, with no short cuts. The only way to stop lamenting is to follow the rudiments of sales.

Be positive minded

I dare say that our minds are under siege. We have been arrested by the barrage of negative information propagated by mainstream and social media. It is as if there is a trophy to be won for the media house that will be first to break C19 story. Social media is the worst culprit, where a lot of fake news is being circulated creating fear and panic. The effect of all this on the sales professional can be damaging. We have to be mentally strong to handle objections and deal with sales related issues. We cannot allow our minds to be damping sites.

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Denis Waitley in his book – Safari to the Soul talks about the placebo effect. Volunteers are treated with experimental drugs whose effect is tested by measuring the difference in response to the powerless placebo and to the drug. Some group of volunteers who had just had their wisdom teeth extracted were given morphine to alleviate their pain, the others swallowed a placebo they believed to be a powerful pain killer. Many of the placebo recipients said they experienced dramatic relief from their pain, believing they had been given morphine too. However, when a drug that blocks the effects of the natural endorphin was given to them, the pain returned almost immediately. That test, and many others, have confirmed something very important: When a patient believes he has been given a pain reliever, the brain releases chemicals to substantiate their belief. In short, the placebo effect is an act of faith.

Feed your mind with positive things. Read the books that will make you strong. Listen to country or jazz music to calm you down. Everything starts from the mind, and so be positive.

Maybe we are in for the long haul, this is the time that all frontline sales professionals must rise up to deliver.

Go make it happen.

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THE WRITER IS A SALES CONSULTANT

+233 (27) 339 7717

Kwabena.abrompah@gmail.com

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Put the Truth on the Front: Ghana Needs Warning Labels on Junk Food

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Walk into any supermarket in Accra, Kumasi, or Tamale today, and you will see the modern Ghanaian diet packaged as ‘progress.’ You will see breakfast cereals with cartoon mascots, fruit drinks that are mostly sugar and colour, and snacks promising energy and happiness in bright fonts.

Even products loaded with salt and unhealthy fats often wear a health halo labeled as fortified or natural, while the real nutritional risk is hidden in tiny print on the back. This is not just a consumer inconvenience; it is a public health blind spot. Ghana is living through a silent surge of non-communicable diseases (NCDs) like hypertension, diabetes, and stroke.

These conditions quietly drain household income and steal productive years. According to the Ghana Health Service (GHS) and World Health Organisation (WHO) estimates, NCDs are now responsible for nearly 45 per cent of all deaths in Ghana.

We cannot build a healthy nation on a food environment designed to confuse people at the point of purchase. Ghana must mandate simple front-of-pack warning labels (FOPWL) on high-sugar, high-salt, and high-fat packaged foods because consumers deserve truth at a glance, and industry must be pushed to reformulate.

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Why Back-of-Pack Labels Are Not Enough

In theory, consumers can read nutrition panels. In reality, most Ghanaians shop under pressure, limited time, rising prices, and children tugging at their sleeves. The back label is a relic that requires a high cognitive load to interpret—essentially, the seller knows what is inside, but the buyer cannot easily tell.

This ‘information asymmetry’ is not fair. It is not consumer choice when the information needed to choose well is deliberately difficult to find.

Simple warning labels like the black octagons used in the Chilean Model act as a ‘stop-and-think’ nudge. They do not ban products but they simply tell the truth so people can decide.


Reshaping Our Food Environment

A generation ago, Ghana’s meals were mostly home-prepared, like kenkey and banku with soups and stews. Today, ultra-processed foods have become the norm, especially in urban areas. Children are growing up with sugary drinks and salty snacks as everyday items, not occasional treats.

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If Ghana is serious about prevention, we must act where decisions are made—thus, the shelf. Warning labels protect parents from sugar traps and pressure the market to improve. When warning labels are mandatory, manufacturers start to compete to make healthier recipes to avoid the stigma of the label.


Addressing the Pushback

Industry will argue that labels create fear or that education alone is enough. However, health education is slow; labels work immediately. While the informal street food sector is a challenge, regulating pre-packaged goods is the practical starting point because the supply chain is traceable. We cannot wait until the whole system is perfect; we must start where action is feasible.


A 2026 Implementation Roadmap for Ghana

To move from talk to action, Ghana needs this 5-step plan:

  1. Issue mandatory regulation: The Ministry of Health, Food and Drug Authority (FDA), and Ghana Standards Authority (GSA) must define the label format and nutrient thresholds for all pre-packaged foods.
  2. Simple, bold symbols: Use plain language and clear symbols, such as “HIGH IN SUGAR,” designed for busy families, not experts.
  3. Transparent thresholds: Adopt technically defensible standards adapted to the Ghanaian diet.
  4. Transition and enforce: Provide a 12–18 month period for manufacturers to reformulate, followed by firm enforcement at ports and retail centers.
  5. National literacy campaign: The Ghana Health Service must pair labels with public messages explaining why high salt or sugar increases disease risk.

Conclusion: Truth Is Not a Luxury

Prevention is cheaper than treatment. A warning label costs little compared to the price of dialysis, stroke rehabilitation, or lifelong diabetes complications. A black octagon on a box of biscuits is more than a label; it is a shield for the health of all Ghanaians. It is time to put the truth where we can see it, right on the front.

By Abigail Amoah Sarfo

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The Dangers of Over-Boxing

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Azumah and Fenech in a bout

Natives of the Kenkey Kingdom were mad with joy. They were still recovering from the hangover of the kingdom’s loss of the African Cup when their spirits were rekindled. Their great warrior, Zoom Zoom, stormed Melbourne and made sure that every Australian refused food. And that was after he had drawn contour lines on the face of their idol, Jeff Fenech.

Not only did the terrible warrior transform Old Boy Jeff’s face into a contour map useful for geography lessons, but he also accomplished the feat of retaining the much-envied super-kenkeyweight title against all odds. The warrior had not been eating hot kenkey for nothing.


The Fight Against Fenech

When Jeff Fenech bit the dust in the eighth round, I was tempted to consider if Adanko Deka could not have faced him in any twelve-rounder, title or non-title bout. Adanko has improved tremendously, and soon he would be facing Pernell Whitaker.

Sincerely, I was pessimistic about Azumah’s man, who the last time took him through twelve grueling rounds of rough boxing. I expressed my fears to my colleague Christian Abbew, alias Gbonyo, who surprisingly had total confidence that the Australian brawler would fall, predictably in Round Five.

Gbonyo gave reasons for his contention, all of which I counteracted using the age factor. Fact is, I didn’t know that contrary to the laws of nature, Azumah was all the time growing younger.

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When Fenech fell briefly in round one, I asked my brother whether it was the same Fenech that fought Azumah in Las Vegas. Sure, it was the same Fenech, all out to beat Azumah before his countrymen.

But the African Professor had no intention of making the Australian a hero. As he spun round the desperate Aussie, dancing and stinging out his jabs, it was not too long before I realized that the end was near.


The Eighth Round Showdown

Two minutes into the eighth round, the African ring-master proved to the whole world that he was a true son of Bukom. He himself was cornered, but like the tough nut he is, he managed to break free before overwhelming the panting Australian with several blows that made him crash headlong.

Moments after, the referee, expressing fatherly sympathy, stopped the fight to prevent an obituary. After the ordeal, Fenech’s fairly handsome face was full of newly constructed hills, valleys, ox-bow lakes—whatever. I noticed that his nose was very tired and had a miniature volcano sitting restlessly on it. Obviously, Jeff’s wife will have to nurse that nose back to its normal shape—but I’d advise her not to use iodine, otherwise her dear husband will wail like a banshee.

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Reflections on Boxing

Because Mohammed Ali was the kind of boxer kids liked, many school-going kids often entertained the wish of becoming like him. I remember one day when I told my father I wanted to become a boxer, and he advised me to first complete my education to the highest level. Then, if I decided to become a boxer and was knocked out a couple of times, I’d fall back on my degrees and make a living.

Boxing used to be interesting when bouts were fought more with the mouth and tongue than with gloves. You had to brag well, psychologically belittling your opponent before beating him up physically. Mohammed Ali became a very successful pugilist because he also managed to become a poet. He often blew his horn across America, calling himself the “pretty boxer” and opponents like Joe Frazier “the gorilla.”

Ali made a living fighting hard fists like Joe Frazier, Ken Norton, Jerry Quarry, George Foreman, Leon Spinks, and Trevor Berbick. Twice he came back from retirement to fight just for money. It was Larry Holmes who finally pensioned him, and since then the great Ali has never been himself.


The Path Ahead for Azumah

When Azumah nailed Jeff Fenech on the cross and barked almost immediately that he was after the head of Pernell Whitaker, I was happy but concerned. I would have been happier if he had announced his resignation there and then—he would have been more of a hero. Beating Fenech in Australia is more newsworthy than facing Whitaker in the States.

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With Whitaker, it might be a little difficult. The “Sweet Pea” is agile, has a crooked body like a snake with diarrhea, and stands awkwardly as a southpaw. He is known for having the fastest pair of fists and the rare ability to dodge punches no matter how close they may be.

Much as I do not doubt that Azumah can take his title, I also don’t want him to retire beaten. I want him to retire as a hero and live a fuller, healthy life.

As Azumah himself said after dishing Fenech, he is now a professor and has something to show for it. Like a true professor, I think it is time he resigned and took up training young talents who could draw inspiration from him and become like him in the future.


Closing Thoughts

I must say that although ageing boxers like Larry Holmes and George Foreman are making a name for themselves, boxing is not like the Civil Service, where you can even change your age and retire at 74. Zoom Zoom has delighted the hearts of the natives, and Sikaman will forever hold him in high esteem—but only when he retires as a hero.

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This article was first published on Saturday, March 7, 1992.

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