Transforming Sales Across Africa: How TATC Rebuilt Its Sales Culture for Performance
- finance3356
- Jun 17
- 3 min read
Background
In 2023, The African Talent Company (TATC)—the force behind BrighterMonday and JobberMan—set out to transform how its commercial teams operate across Kenya, Uganda, Nigeria, and Ghana. With growing market competition and an evolving client base, TATC needed its sales teams to go beyond transactional tactics and adopt a consultative, value-driven sales approach.
To do that, they partnered with Yusudi, a leader in sales team development across Africa, to build a performance-driven sales culture tailored to regional realities.
Challenge
Despite having strong internal coaching systems and a preliminary understanding of team gaps, TATC struggled with:
Performance inconsistencies across different countries and roles
Limited visibility into team readiness for market demands
A need for scalable sales training that could adapt to different experience levels and contexts
Like many organizations, TATC faced the classic pitfall of traditional sales training: a one-size-fits-all approach that failed to align with the actual capabilities and needs of the sales team.
Solution
Yusudi introduced a two-part solution designed around real team dynamics, not assumptions:
Skills Audit & Diagnostic Mapping: Yusudi conducted a structured audit combining psychometric assessments, focus groups, role observation, and leadership interviews. This comprehensive approach allowed them to:
Identify root causes of underperformance
Map out current competencies
Tailor training priorities to each country’s specific sales challenges
Custom Sales Playbook + Four-Month Virtual Training: The next phase involved developing a TATC-branded sales playbook—"The TATC Way of Selling"—to standardize processes while allowing flexibility for local market nuances.
This was followed by a four-month virtual training journey focused on:
Deepening understanding of the value proposition
Building consultative selling skills
Strengthening discovery and client engagement techniques
Results
The transformation was both behavioral and strategic:
✅ Improved consultative selling capabilities
✅ Better alignment between client needs and TATC’s solutions
✅ Increased team ownership and independence
✅ More strategic client conversations and less transactional selling
✅ Country teams, especially in Nigeria and Uganda, began driving internal learning initiatives, such as learning champions
One clear indicator of success? TATC extended its partnership with Yusudi into a second training phase—signaling real, measurable impact.
“After Yusudi’s audit and training, we saw a mindset shift. Our teams moved from just closing deals to building strategic partnerships.”— Sarah Ndegwa, Head of Commercial and Delivery, TATC
The Story Behind the Journey
TATC’s goal wasn’t just to improve numbers—it was to build a sales culture rooted in clarity, consultative thinking, and client alignment. Across four markets, their salespeople were facing different pressures, selling to different client segments, and had different levels of experience. A one-size-fits-all training couldn’t meet those needs.
By investing in a skills-first, role-specific, and insight-driven approach, TATC enabled its teams to evolve from order takers to trusted advisors—delivering more value to both clients and the business.
Lessons Learned and Key Takeaways
Start with diagnosis, not assumptions.
A skills audit helped TATC uncover performance patterns and needs that would’ve been missed in a generic training.
Local context matters.
Sales strategies in Nairobi don’t always work in Lagos or Kampala. Tailored delivery ensures higher relevance and adoption.
Training is not an event—it’s a process.
The extended training timeline allowed for deeper reflection, experimentation, and behavior change.
Sales culture needs systems, not just motivation.
The playbook and internal learning champions helped reinforce a sustainable, repeatable way of selling.
Looking Ahead
TATC’s transformation is a powerful example of what’s possible when companies commit to customized, data-informed sales development. As more African businesses expand and mature, equipping commercial teams with the right tools, mindset, and frameworks will be key to unlocking consistent growth.
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