30/07/2025
HOW THE LUSAKA AGRICULTURAL SHOW TAUGHT ME THE MOST EXPENSIVE LESSON OF MY LIFE
Every entrepreneur in Lusaka has that one story that makes them laugh and cry at the same time. Mine is about the Lusaka Agricultural and Commercial Show, two moody salespeople, and a pile of money that vanished faster than a plate of nshima at a wedding.
My business was finally taking off. We supply high-quality, locally sourced honey. I decided this was the year to go big. The target? The Lusaka Agricultural and Commercial Show. This was our chance to get noticed by supermarkets, lodges, and everyday honey lovers.
So I went all in.
The stand fee alone felt like I was paying rent for a flat in Kabulonga. K15,000. Gone.
Then came the branding. Big, beautiful banners that could be seen from the ZAF fly-past. Sharp-looking branded t-shirts for the team. And 5,000 glossy flyers with a picture of our honey looking so good you could almost taste it.
I hired two salespeople, let's call them Bwalya and Mwape. In the interview, they were brilliant. They talked about targets, customer engagement, and building a sales pipeline. I thought I had found my dream team.
The show started on a Wednesday. The team looked sharp. The stand looked amazing. I thought to myself, "This is it. We are about to make it rain."
Oh, how wrong I was.
The Horror Show at the Showgrounds
I had other business to attend to, so I left Bwalya and Mwape in charge, checking in periodically.
My first visit on Thursday afternoon was my first sign of trouble. The showgrounds were buzzing. Music was blasting from the Movi TV stand, people were lining up for freebies everywhere, and the air was thick with excitement and the smell of roasted maize.
But at my stand? It was quieter than a library during exams.
I found Bwalya deep in his phone, scrolling through TikTok with the focus of a surgeon. Mwape was having a loud, very personal phone call behind the banner. A family of four walked up, looked at our honey, and then walked away because no one even bothered to say, "Muli bwanji?"
I walked up to them. "Ba guy, what's happening? People are passing."
Bwalya looked up from his phone, annoyed that I had interrupted his entertainment. "Ah, boss, these ones are just window shoppers. They won't buy."
Mwape ended his call and added, "True, boss. They are just looking for where they are giving free food."
When Your Sales Team Becomes Your Competition's Best Asset
The next day, I decided to watch from a distance. It was worse than I imagined.
A well-dressed man who looked like a lodge owner from Livingstone stopped. He picked up a jar of honey, clearly interested. Bwalya and Mwape were busy eating meat pies they had just bought. They glanced at him, and then went back to their food. The man put the jar down and walked straight to the competitor's stand next to us, where a smiling lady immediately engaged him. I felt my heart sink.
They weren't collecting phone numbers. The "leads book" I had bought was still sparkling new. When someone asked a question, the answer was a one-word reply. They spent more time planning their route to the beer garden than they did talking to potential customers.
The final straw was when an elderly woman asked, "Mwana, how much is this one?"
Bwalya, without looking up from his phone, mumbled, "K120."
She asked another question. He ignored her. She sighed, shook her head, and walked away. We didn't just lose a sale; we lost respect.
The Aftermath: Counting the Cost
When the show ended on Monday, I went to pack up. The banners were dusty. I had a box with about 4,950 flyers left.
Total sales for five days? K720. Just enough to cover their lunch money.
Total leads collected? Zero. Not a single phone number.
My huge investment was gone. Flushed down the drain by two people who were paid to represent my brand but acted like they were forced to be there. As we were packing up, Bwalya had the nerve to ask, "So boss, when are you paying our balance?"
I almost exploded.
The Lesson That Hit Harder Than a Lusaka Pothole
I learned something vital that week. Your product can be the best in Zambia. Your branding can be world-class. Your stand can be in the perfect spot.
But if the people you put in front of your customers have a bad attitude, you are wasting your money. Your salespeople are not just staff; they are your business. Their energy is your brand's energy. Their smile is your company's smile.
To Every Business Owner Preparing for an Expo:
Are you just hiring people, or are you building a team?
Do you assume they'll perform, or do you train and motivate them?
Two Tips to Avoid My Fate:
Hire for Attitude, Not Just a CV: A person who is positive, energetic, and willing to learn is a thousand times more valuable than a "seasoned" salesperson with a bad attitude. A smile makes more sales than a fancy title.
Incentivize Results, Not Just Attendance: Don't just pay a flat fee. Offer a commission for every sale made or every solid lead collected. Make them hungry for success, because their success is your success.
Final Word
If you’ve ever had your business represented by someone who looked bored, you know the pain I'm talking about. If you haven't, let my story be your warning.
Your biggest investment isn't the stand or the flyers. It's the people you choose to wear your t-shirt. Choose them wisely.
Have you ever had a similar experience? Share your story in the comments!