Welcome to Grit & Growth’s masterclass on sales, featuring Celine Duros, a woman who started her career in sales at 16 and is now both an experienced sales director in emerging markets and consultant to entrepreneurs seeking the secrets to successful sales – whether you’re pitching yourself, managing teams, or selling a specific product.

Celine Duros sold earrings at a holiday market in France, transitioned to men’s fashion, and only realized after business school that sales was her true calling. She moved to Ghana a decade ago and has honed her craft by working across 25 African markets, building relationships first and selling second. With so much experience selling and consulting across the African continent, she has stories to tell and lessons to share with entrepreneurs everywhere.

Top Six Masterclass Takeaways

Actions speak louder than words

“If I had been in touch with the actual decision maker, I would have seen that there was some skepticism and the value was not as clear. You can trust the word, but really, if you want to forecast, look at the actions, cause that's where you're going to be able to actually see through.”

Stay involved in sales

“One common mistake that I've seen is that CEOs or cofounders that are not comfortable with sales, they delegate to team members. And there's so much at stake ‘cause you know, sales keeps the lights on, but it's also what gets the company to grow.”

Document your sales process

“There's usually no documentation, and that's usually what I see in a lot of organizations that I work with. Not transferring, not having an actual way of selling, not providing the tools and just like, ‘Oh, you come to meetings with me and then you learn from that.’”

Review every rejection

“Frame it from a research perspective. Actually have a discussion with the client straightaway and say our goal is to make sure that we improve our solution to make our customers happy, so I'd love to get your feedback and it's just no pressure. It's just, I'm doing research. I'm not here to sell you again after you already said no.”

Tell stories, and have a library to draw from

“Telling a story of who I am as an individual and why I work for this company, telling a founder story, a vision story, who-my-customers-are story, this is going to be building the trust, whatever topic, I have a story library of about 32 stories that you can use at every stage of the sales process.”

Listen to know what stories to tell

“I always tell my team, don't be a product pusher, be a solution finder. You can abuse storytelling if you just throw stories all the time and you don't throw the right story at the right time.”

Listen to Duros’ sales advice spanning topics like delegation, emotional intelligence, compensation, bullshit radars, and more.

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Welcome to Grit & Growth’s masterclass on the do’s and don’ts of pitching VCs, featuring Zach George, general partner at Launch Africa Ventures, one of the leading early-stage venture capital funds on the continent. Sitting in the investor seat gives George valuable insights on what entrepreneurs should and shouldn’t do to attract the right kind of investment for their company.

After earning a master’s degree at Stanford University and spending over a decade on Wall Street, Zach George turned a vacation to South Africa into a lifelong career … and, ultimately his home. He instantly saw Africa’s potential as a hub for innovation, but felt that funding for start-ups was very old school. What’s more, he recognized that African entrepreneurs required more than just capital, they needed mentorship, connections, and intellectual capital. So he created a unique venture capital firm to provide it all.

To date, Launch Africa Ventures has raised $36.2 million, making it the largest early-stage fund in Africa. After meeting with so many founders seeking funding, George has plenty of advice to share.

Top Six Masterclass Takeaways

Due diligence is your responsibility, too.

“It is almost impossible to find founders that can put themselves in your shoes as the investor. They've done thorough diligence on us as a fund and our portfolio companies and they can convince us how our portfolio companies can be better off because of what they do. That, for me, is a no-brainer.”

Be open to advice.

“I always say founders should get VCs as coaches, not captains. We don't run the ship, but we coach you, right? Now, if as a founder, you're not coachable, then that is an immediate red flag.”

Understand your customers.

“Retaining customers is a lot easier than getting new customers. So if that simple equation makes sense, why aren't you incentivizing your existing customers to refer you to other customers, right? Understanding unit economics is super, super, super important. You know, the tech is almost irrelevant, if you don't understand your customers.”

Don’t overstate interest in your company.

“In Africa, there are about 35 to 40 credible VCs on the continent and we know most of them. So if someone walks into a room and says, ‘Oh, I've got a term sheet from this VC or this investor is very interested in me, and our rounds are almost closed,’ the reality is I'm going to WhatsApp the GPs of those funds almost immediately.”

Don’t underestimate how difficult it is to scale.

“If you're in South Africa or Nigeria, you can get away with just being in those markets up to your series A. But if you're in Uganda or Rwanda or Senegal, you really have to be thinking about cross-border expansion prior to series A. And not having a roadmap for that is a yellow flag. The wrong answer is always ‘it's not relevant, I'm not there yet.’ If you're the CEO you better have a plan for how you're gonna expand to multiple markets.”

Make sure your IP is in an investor-friendly jurisdiction.

“You've got to be clean from a legal and tech perspective. So the most common structure is you have a holding company in Delaware and you have multiple local operating subsidiaries. And the Delaware holdco owns 100 percent of all the African subsidiaries. And the investors only invest at the holdco. You've got to have that set up before you talk to a VC.”

Listen to George’s advice to founders, plus his insights on the changing demographic and economic landscape in Africa, his thoughts on AI, and his desire to create a value chain of funding with blended capital that goes beyond just equity.

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Welcome to Grit & Growth’s masterclass on downsizing with Esi Ansah, executive director of the Center for Leadership at Ashesi University and founder of Axis Human Capital, an organizational development consulting firm. From managing team morale to ensuring your downsizing plan is data driven, Ansah provides a clear blueprint for leaders facing tough HR decisions.

Without a doubt, downsizing is one of the most dreaded tasks – for CEOs and employees alike. Which is why Esi Ansah tries to prepare leaders to handle it with clarity, effective communication, and compassion. And she also reminds small to medium-size businesses that, regardless of size, every company needs to have policies and plans to deal with downsizing.

Key Takeaways

Gather data – before you even think about downsizing

“The most common mistake is the lack of data documentation. It always comes back to bite you. When you need to downsize, you need to justify every decision that you make.”

Honesty can be the hardest part of downsizing

“Sometimes it shocks people because they didn't see it coming, and they didn't see it coming because perhaps the leader in that organization did not articulate it clearly enough or, in the bid to avoid causing fear and panic, they actually avoid telling people the full truth.”

Communicating bad news requires data, transparency, empathy, and support

“One of the best things you can do, especially for SMEs, is: don't wait till all the decisions have been made and then, bam, you just release the information. Once you get a sense of whatever change in your circumstances is driving the need for downsizing, start with just sending out a couple of feelers and, you know, soft communication.”

Always follow your local labor laws

“If you skip any of those loops and an unhappy employee wakes up to the reality that, hey, I don't think I'm being treated fairly, and then off they go – sometimes without coming back to you to say, look, I realize that you've skipped some steps here. They go straight to the labor commission. And then once they call you in, that's not pleasant.”

CEOs shouldn’t offload everything to HR

“Visibility of leaders is extremely important in a time like this. The last thing you want is HR feeling already overburdened and probably handling all the pressure that comes from the team. But when you have a CEO who would go around, you know, walk the floor, talk to people, and where there's anything that he can do, you know, he does it and he makes it very visible.”

Communicate your vision for AFTER the downsizing

“If you focus on the reason why you're downsizing and you don't focus on what you are evolving to do differently, you will have people who see the doom and gloom and there's really nothing that inspires them about the future. That's dangerous. You lose more people that way.”

Listen to Esi Ansah’s advice on how to identify –— and, more critically, avoid – the most common pitfalls of downsizing. Learn how clear policies and transparent communication can help minimize messy post-layoff negotiations and allow leaders to focus on supporting laid-off employees through the transition, as well as those who stay.

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