MSME DIGEST With Kola Owolabi
REVERSE ENTREPRENEURSHIP Series (7)
In continuing the conversation on Reverse Entrepreneurship, one truth stands above all others: no sale, no business. You may have capital, a beautiful product, and an impressive business plan, but without the ability to sell, the enterprise is already on a slow path to extinction.
This is why selling is arguably the most financially viable skill any entrepreneur can possess. It is the engine that converts ideas into income and effort into enterprise growth.
Reverse Entrepreneurship emphasizes starting with the market, understanding people, attracting them, and guiding them toward value. Selling sits at the heart of this process. It is not merely about persuasion; it is about communicating value so clearly that customers willingly exchange money for what you offer.
Consider Aliko Dangote, Africa’s richest businessman. While his empire spans cement, sugar, and oil, his early success was deeply rooted in trading, buying and selling commodities. His ability to understand demand, negotiate effectively, and move products at scale laid the foundation for what is now a multi-billion-dollar conglomerate. Before manufacturing, there was selling.
Globally, Steve Jobs exemplified the power of selling as a visionary skill. He did not invent every product Apple became famous for, but he mastered the art of presenting them in ways that made customers desire them intensely. His product launches were not mere announcements; they were masterclasses in storytelling and value communication. He sold not just devices, but experiences.
Another compelling example is Oprah Winfrey. Her success is often attributed to her authenticity and communication ability, both core elements of selling. She built trust with millions of viewers, and that trust translated into influence, brand power, and significant financial success. At its core, she sold ideas, stories, and ultimately, platforms.
Closer home, many successful Nigerian entrepreneurs thrive not necessarily because they started with large capital, but because they could sell effectively, convincing distributors, attracting customers, and building relationships that sustained their businesses.
Selling is also the bridge between your front-end and back-end products, as discussed in the previous article. Attracting customers is only the first step; converting them into paying clients and guiding them toward higher-value offerings requires skillful selling.
Importantly, selling is not manipulation. In the context of Reverse Entrepreneurship, it is about solving problems. When you understand your customer’s needs and position your offering as the solution, selling becomes a natural outcome rather than a forced activity.
For aspiring entrepreneurs, the implication is clear: invest in developing your selling skills before, during, and after launching your business. Learn how to communicate, negotiate, present, and build trust. These abilities will generate returns far beyond any initial capital you may invest.
As this series unfolds, we will explore other financially viable skills. But selling comes first for a reason, it is the lifeblood of every successful enterprise.
Kola Owolabi (08023203198)
CEO, David Solomon Consulting Limited
Kola Owolabi is a Fellow of the Nigerian Institute of Management Consultants (FIMC.CMC) and Chief Executive Officer of David Solomon Consulting Limited, based in Igbesa, a suburb of metropolitan Lagos, in the vicinity of Crawford University. The company can be reached via phone or WhatsApp at 08023203198
