Selling Smart: What Founders Get Wrong (And How to Fix It)

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Every time I speak to early-stage founders and ask, “How are you getting your first customers?”—they almost always say, “We’ll use social media.”

But here's the thing...

This mindset is a common pitfall—especially in Tanzania, where most founders are Gen Z, and for many, it’s their first business. The truth is, selling isn’t just about being visible online. It’s about knowing who you’re building for and being strategic about how you reach them.

👉 Not all your customers are scrolling. Some are searching. Some are offline. Some are waiting for a phone call

🏗️ My Experience: Customers Don’t Always Scroll—Sometimes They Tender

When I worked on a construction project, we sold to businesses. Our customers didn’t come from flashy posts. We found them by:

• Searching and applying for tenders

• Building relationships with decision-makers

• Showing up where real business was happening

That’s when it hit me: Every founder needs to know how to sell—and where to sell.

🧠 The Founder Blind Spot: “Everyone is Like Me”

A big trap for new founders is building for themselves instead of the real customer. Just because you’re online 24/7 doesn’t mean your target customer is. Farmers, wholesalers, factory managers—they may rely on WhatsApp, word of mouth, or personal trust networks over sleek digital platforms.

You need to deeply understand how your customer thinks, buys, and makes decisions. Otherwise, you’re guessing.

🧭 Local Discovery: Where to Actually Find Customers in Tanzania

Here are real places and tactics to discover your customers in the Tanzanian context:

• Local markets – Kariakoo, or regional centers

• WhatsApp groups – Community-led, niche-specific, and more active than many websites

• Business expos and industry events – Agricultural forums, tech summits, regional fairs

• Government tender platforms – For construction, IT, or services

• SACCO and co-operative meetings – Great for fintech or agri solutions

• Cold calls and walk-ins – Especially for local B2B sales

B2B vs. B2C – Know the Difference

🧾 Selling to Businesses (B2B)

Advantages:

• Aligns with clear business goals (revenue, efficiency, cost-cutting)

• Often leads to larger deals and recurring revenue

• Easier to justify pricing when ROI is evident

Challenges:

• Buyer is not always the user

• Sales cycles are longer

• Requires more relationship building and trust

🛍️ Selling to Consumers (B2C)

Advantages:

• Buyer is usually the user

• You get faster feedback from real-world tests

• Easier to validate with landing pages, ads, or basic prototypes

Challenges:

• Behavior change is hard

• Emotions drive purchase decisions more than logic

• People say “yes” to be nice, but that doesn’t equal traction

❗ Red Flag: If You’re Raising to Run Ads...

If you're raising money just to run ads, that’s a red flag.

Because ads don’t replace your ability to sell—they only amplify what already works. You must first validate your product through conversations, feedback, and real engagement. Paid marketing works when your offer is strong. Otherwise, it’s just money burned.

🧠 Founders: Selling Is Not Optional

Whether you’re pitching to a customer, investor, or partner—you are always selling. Learning to speak clearly, listen actively, and solve problems isn’t a "sales" skill—it’s a founder skill.

📊 3 Questions to Guide Your Customer Discovery (B2B or B2C)

Before you build or spend on ads, answer these:

1. Who is the buyer and what problem do they urgently need solved?

2. Where are they currently looking for solutions?

3. What’s wrong with what they’ve already tried?

These three answers are worth more than 10 “likes” or 100 downloads.

🎯 Final Thought: Your Customer Might Not Be Online

Before you build, post, or pitch—listen.

Customer discovery isn’t about getting validation. It’s about understanding pain. And in most cases, your first customer isn’t scrolling—they’re searching. Or waiting. Or even offline.

So pause, reflect, and ask yourself:

Do you really know who you're building for—and where they actually are?

💼 🌍 Build Africa Can Help

At Build Africa, we help early-stage founders like you to:

✔️ Craft real sales strategies
✔️ Build CRM tools that work
✔️ Discover and apply for tenders
✔️ Strengthen B2B relationships that convert

Ready to go beyond just social media posts?
Let’s help you build smart, sell smarter, and grow stronger.

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