The Closing Co.

The Closing Co. A Community of Sales Experts, join us and Fuel your B2B sales success. Sales Coaching Bootcamp Feb 2025 - https://forms.gle/YWtwsA43Ug2rS1Da6

Eid Al-Adha Mubarak! A time to reflect on sacrifice, extend kindness, and cherish the people who matter most. Wishing yo...
27/05/2026

Eid Al-Adha Mubarak! A time to reflect on sacrifice, extend kindness, and cherish the people who matter most. Wishing you and your loved ones peace and joy this season. 

Underperformance is rarely a motivation issue. It’s usually a systems issue hiding in plain sight:- Skill gaps (how they...
22/05/2026

Underperformance is rarely a motivation issue. It’s usually a systems issue hiding in plain sight:

- Skill gaps (how they sell)
- Pipeline gaps (what they’re working on)
- Mindset gaps (how they approach conversations)
- KPI misalignment (what they’re measured on)
- Context gaps (how well they understand the market)

Without a proper sales audit, these issues stay invisible, and coaching becomes guesswork.

That’s why strong sales leaders don’t start with “how do we motivate them?” They start with: “What is broken in my sales system?”

Because once the real issue is uncovered, coaching stops being generic and starts being targeted, and performance improves.

If you’re seeing underperformance in your team and want a more structured, diagnosis-led approach to sales performance coaching, let’s talk, we’ll help you identify where the real gaps are: [email protected] | 0712 527 347.

Your manager notices the habits that quietly affect performance.The tricky part? Most of them don’t look like mistakes.T...
19/05/2026

Your manager notices the habits that quietly affect performance.

The tricky part? Most of them don’t look like mistakes.

They look like staying busy, hitting activity targets, and keeping things moving.

But the difference between average and high-performing teams isn’t effort, it’s focus.

Swipe to see if any of these sound familiar.

Most lead generation systems don’t fail because they’re broken.They fail because they’re built for the wrong environment...
15/05/2026

Most lead generation systems don’t fail because they’re broken.

They fail because they’re built for the wrong environment.

This is especially true for global companies operating in African markets.

Christine, a Sales Consultant at The Closing Co. shares insights from working with startups and SMEs across different markets, and what she’s consistently seen break down in lead generation systems.

Which of these signs have you seen before?

Motherhood shows up in many ways: through care, guidance, leadership, and resilience.Today, we celebrate the women who c...
10/05/2026

Motherhood shows up in many ways: through care, guidance, leadership, and resilience.

Today, we celebrate the women who continue to nurture families and communities. Happy Mother’s Day!

More leads don’t always mean more revenue.It’s a trap many sales teams fall into - optimising for volume because it’s ea...
07/05/2026

More leads don’t always mean more revenue.

It’s a trap many sales teams fall into - optimising for volume because it’s easy to track and report. But more leads don’t build your pipeline if they don't convert.

For sales leaders, the focus should shift from how many leads you’re generating to how many actually move the business forward. Think:

Are these leads qualified?

Are they turning into real opportunities?

Are they contributing to the pipeline and revenue?

Because at the end of the day, pipeline health isn’t built on volume, it’s built on quality.

If your team is hitting lead targets but missing revenue goals, it might be time to rethink what you’re measuring.

A lot of global companies entering the African market make the same assumption:“If we just plug in our lead generation s...
24/04/2026

A lot of global companies entering the African market make the same assumption:

“If we just plug in our lead generation system, it will work here too.”

But it rarely does. Not because the systems are weak, but because the environment they were built for doesn’t exist here.

These two realities usually break the funnel:

𝟏. “𝐀𝐟𝐫𝐢𝐜𝐚” 𝐢𝐬 𝐧𝐨𝐭 𝐨𝐧𝐞 𝐦𝐚𝐫𝐤𝐞𝐭

Global GTM strategies often treat Africa as a single region. But in reality:

- Buyer behaviour in Kenya is not the same as in Nigeria, South Africa, or Egypt

- Data availability is inconsistent across markets

- Digital maturity varies widely between cities, industries, and job roles

So what happens?

Your targeting looks right on paper… but misses the actual buyers in practice.

That’s why you’ll hear founders and sales leaders say, “We’re getting leads, but they’re not converting.”

𝟐. 𝐁𝟐𝐁 𝐛𝐮𝐲𝐢𝐧𝐠 𝐢𝐧 𝐀𝐟𝐫𝐢𝐜𝐚 𝐢𝐬 𝐬𝐭𝐢𝐥𝐥 𝐝𝐞𝐞𝐩𝐥𝐲 𝐫𝐞𝐥𝐚𝐭𝐢𝐨𝐧𝐬𝐡𝐢𝐩-𝐥𝐞𝐝

This is the part most global playbooks underestimate.

- Even in digitally active markets:

- Trust is built through repeated, human touchpoints

- Referrals and offline conversations often carry more weight

So when companies run fully automated funnels, context and trust can get lost.

𝐖𝐡𝐚𝐭 𝐚𝐜𝐭𝐮𝐚𝐥𝐥𝐲 𝐰𝐨𝐫𝐤𝐬?

We’ve seen a consistent pattern across high-performing sales teams in Africa:

𝟏. 𝐋𝐨𝐜𝐚𝐥𝐢𝐳𝐞𝐝 𝐈𝐂𝐏𝐬, 𝐧𝐨𝐭 𝐠𝐥𝐨𝐛𝐚𝐥 𝐭𝐞𝐦𝐩𝐥𝐚𝐭𝐞𝐬: Build market-specific buyer profiles, not copy-paste personas.

𝟐. 𝐑𝐞𝐥𝐚𝐭𝐢𝐨𝐧𝐬𝐡𝐢𝐩-𝐟𝐢𝐫𝐬𝐭 𝐩𝐢𝐩𝐞𝐥𝐢𝐧𝐞 𝐝𝐞𝐬𝐢𝐠𝐧: Design systems that move from content to conversation. And, automation should support sales teams, not replace cultural context.

Growth in African markets comes from aligning with how decisions are actually made.

At The Closing Co., we help companies generate leads that convert.

If you're a founder or sales leader building or scaling in Africa, let’s connect and explore how we can support your growth: [email protected] | 0712 527 347

If your pipeline is inconsistent, or worse, empty - it’s often not a demand problem. It’s a structure problem.Most compa...
20/04/2026

If your pipeline is inconsistent, or worse, empty - it’s often not a demand problem. It’s a structure problem.

Most companies are busy with activities that look like lead generation, but they don't bring in the right opportunities.

➡️ Here is a breakdown of what often goes wrong.

At The Closing Co., we help local and global companies build lead generation systems that convert.

Reach out to us: [email protected] | 0712 527 347

At some point, every founder hits this question: Do we hire a head of sales or bring in interim sales leadership?However...
16/04/2026

At some point, every founder hits this question: Do we hire a head of sales or bring in interim sales leadership?

However, the answer isn’t about titles. 

It’s about where your business is, how mature your sales function is, and what you actually need right now - build, fix, or scale.

Hiring too early can be expensive. Waiting too long can stall growth.

If you’re at that crossroads, reach out for a free 30-minute consultation. We’ll help you assess your current sales setup and identify the right path: [email protected] | 0712 527 347

08/04/2026

The Side Hustle Breakfast event was a great reminder that building a business takes more than effort - it takes structure.

We loved sharing practical sales strategies and having real conversations with founders and professionals serious about growing revenue.

Key takeaways from RuthOloo's session:

Businesses rarely fail because of the product - it’s the sales approach that makes or breaks growth.

Sales isn’t just a department; it’s a founder’s responsibility.

Great sellers don’t rush to pitch - they ask, listen, and understand before offering solutions.

If you’re not actively selling, your business isn’t growing. Waiting to be discovered is not a strategy.

Social media posting builds visibility, but visibility alone doesn’t close deals.

One sale doesn’t make a business - repeat customers are the real proof of value.

Let’s chat about your sales strategy. Reach out to us at [email protected] or 0712 527 347, and let’s explore how to structure growth that lasts.

06/04/2026

Happy Easter from The Closing Co.!

Wishing you and your loved ones blessings and joy this season.

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One Park Avenue
Nairobi
00100

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Wednesday 09:00 - 17:00
Thursday 09:00 - 17:00
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