Firdaus Obiremi
Business leaders, sales professionals and young entrepreneurs converged on Covenant Cathedral, Obantoko, Abeokuta, on Saturday for the Sales Conference 2025, a capacity-building event designed to equip participants with practical skills for sales, branding and customer engagement.
The conference, which began at 10 a.m., brought together speakers from leading organisations including Nestlé Nigeria, Lafarge Africa, Soilless Farm Lab and Revived Citizens International Christian Centre.
Founder of the conference, Mr. Tade Ayodele, in his opening address, said the gathering was a response to the growing need for entrepreneurs to return to timeless business principles built on trust and value.
“We must return to principles that build trust and excellence,” he said, recalling a time when product quality — symbolised by the ‘glass butchering’ era — was non-negotiable.
Ayodele warned small businesses against the common mistake of attempting to sell to “everybody,” stressing that growth starts with identifying a clear target market. He advised entrepreneurs to improve product packaging, strengthen visual appeal, and post content consistently.
“Visibility equals profitability. You must show up daily — online and offline,” he told the audience.
Delivering the keynote address, Mr. Tosin Ijadulola, Sales Performance and Capacity Development Manager at Nestlé, told young entrepreneurs that business success depends on clarity of purpose and intentional communication.
He outlined five questions every business owner must answer to scale effectively which were ; who exactly are you selling to; what problem are you solving ; what benefits do customers gai; why should customers choose you over competitors and ; how do you communicate your value?
Ijadulola emphasised that customers are increasingly value-driven and will only patronise businesses that solve clear problems.
“Success doesn’t come from trying to sell to everyone — it comes from understanding and serving a specific niche,” he said.
His session drew applause as he urged youths to seek mentorship, build strong networks and commit to personal development.
In her session, Mrs. Chidinma Iwueze, Head of Logistics (West) at Lafarge Africa Plc, said modern consumers are becoming more sensitive to service quality than mere product offerings.
“Customers aren’t just looking at your product; they’re evaluating how you treat them. Advanced service is what sets brands apart today,” she said.
She introduced the concept of “selling shamelessly”, arguing that many entrepreneurs remain broke because they are afraid to market aggressively.
Iwueze challenged participants to understand whether they sell essential goods or luxury items, noting that each category demands different strategies.
The most energising session came from Farmer Samson Ogbole, CEO of Soilless Farm Lab, who argued that sales is not just a business skill but a life-defining strategy.
He urged participants to set a bold “27-month vision” for financial growth and study mentors who have succeeded in their chosen fields.
“Selling is the only way to make money. You must learn to sell — and shamelessly too,” he declared.
Ogbole criticised the poor customer engagement habits of many online vendors, saying that failure to communicate properly has caused countless businesses to collapse.
“Eight out of ten online marketers don’t engage. Customers want advice, attention and trust,” he said.
He also highlighted the importance of positioning products correctly, warning that confusing luxury with essentials could cripple a business.
The event featured breakout sessions on leadership, sales, personal development and business innovation, drawing a diverse audience of students, professionals and SME owners.
In his closing remarks, Dr. Tade Ayodele thanked the speakers and participants, saying the conference had achieved its vision of equipping entrepreneurs with practical knowledge.
“Your presence and contributions added immense value. Let’s continue to empower and uplift one another,” he said.
The conference ended with networking sessions and actionable commitments from participants to implement the strategies learned.
Sales Conference 2025, organisers said, aims to become a flagship platform for nurturing disciplined, value-driven entrepreneurs across Ogun State and beyond.
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