There’s a saying in Ghana: “a man who does not cultivate his farm will never harvest a good crop.” For Michael Adonteng, this wasn’t just a proverb but a guiding philosophy. Born in London and raised in Ghana, Michael’s path to becoming a leading entrepreneur was complex. He learned early that success relies not on prestigious schools but on dedication to one’s craft. Today, he is the founder of Africa Sales Academy (ASA), which trains sales professionals across Africa.
Michael’s story begins far from the boardrooms and tech hubs of today. He was born in London, but it was in Ghana where he spent his formative years. His parents relocated to Ghana when he was still young, and it was there that Michael was introduced to the values that would shape his future—faith, discipline, and education.
“Growing up in Ghana, I didn’t have the privilege of attending private schools. Public schooling shaped my resilience and work ethic,” Michael shares. “Many people judge others based on their school background, but I learned early on that your mindset and determination define your success, not just where you start.”
This mindset would be the cornerstone of his entrepreneurial drive. Michael knew that no matter where he came from, he could carve out a future for himself—and others. The lessons from his early years laid the foundation for his later work in leadership, mentorship, and business development.
A Call to Address Africa’s Youth Unemployment Crisis
Michael’s entrepreneurial journey didn’t start with a business plan. It started with a calling—a realization of Africa’s greatest challenge: youth unemployment. Despite the surge of investment and innovation across the continent, there was a glaring gap in the skills needed to help businesses scale. Specifically, there was a severe shortage of trained sales professionals.
“I always had a desire to build something that creates real impact—something that develops people and equips them with skills to thrive,” Michael explains. In 2022, while still working a full-time job, he saw an opportunity to address this gap. Instead of focusing on the problem, he focused on the solution.
“I realized that the problem wasn’t just unemployment—it was a lack of the right skills. Sales is a critical function for any business to grow, yet so many businesses in Africa were struggling because they didn’t have the right sales talent,” Michael says.
Thus, Africa Sales Academy (ASA) was born. The mission? To provide structured sales training, coaching, and strategy development to professionals and businesses across Africa. ASA wasn’t just another training program—it was a comprehensive system designed to bridge the gap between talent and opportunity.
Adapting to Changing Trends
When Michael first started ASA, the business landscape in Africa was already shifting. Technology, digital transformation, and the rise of artificial intelligence (AI) were changing the way businesses operated. Sales, traditionally seen as a people-driven function, was being influenced by these technological advances.
“The sales landscape has completely transformed,” Michael explains. “AI, automation, and digital transformation have shifted the way buyers make decisions—buyers now hold more power than ever.”
These shifts have been monumental. AI-powered sales tools now predict customer behavior, and businesses must adapt their outreach strategies accordingly. “Buyers do their own research before engaging salespeople. This means traditional sales tactics won’t work anymore,” says Michael. To stay ahead, ASA had to adapt its approach—combining data-driven strategies with the personal touch of human engagement.
“We focus on blending the art and science of selling—leveraging AI-powered insights while ensuring salespeople master human-to-human engagement,” Michael says.
This adaptability has been key to ASA’s success. The academy continuously refines its sales strategies, embraces multi-channel approaches, and emphasizes the importance of continuous learning. It’s this forward-thinking mindset that has allowed ASA to stay ahead of the curve in a rapidly changing environment.
Lessons in Resilience and Growth
Like any entrepreneur, Michael’s journey has been far from easy. He’s faced challenges that tested his resolve and required him to grow in ways he never anticipated.
“Some key challenges I’ve faced include pricing and proving value to businesses who didn’t initially see the importance of sales training,” Michael admits. “I also struggled with imposter syndrome—wondering if I was qualified enough, despite my track record.”
Managing multiple brands and responsibilities also presented its own challenges. “Balancing ASA with my consulting firm and other ventures was tough,” Michael says. “But I’ve learned that time management and deep focus are game-changers.”
One of the toughest lessons for Michael was learning to let go and trust others. “I had to learn to delegate and trust my team to handle certain responsibilities. Scaling effectively requires that,” he explains.
Through it all, Michael has emerged with valuable lessons that shape his leadership philosophy today. He has learned to believe in his value, no matter what others may think, and that collaboration is often more powerful than competition. Consistency, especially on platforms like LinkedIn, can open doors to new opportunities. He also believes that systems and automation are essential for scaling businesses efficiently.
These principles have become key to his personal and professional growth, helping him lead ASA and other ventures to success.
Making a Difference Through ASA
The impact of ASA’s work is felt across Africa, from Ghana to Ethiopia, where Michael has worked with some of the continent’s most prominent organizations.
“Through collaborations with the United Nations ITC NTF V Programme, ASA led sales training and coaching for over 40 businesses in Ghana and Ethiopia, helping them drive revenue growth and market expansion,” Michael proudly shares. “We’ve also delivered Sales Masterclasses to early-stage tech startups through MEST Africa and CCIFG Bootcamp, guiding them on partnership building and fundraising strategies.”
In addition, ASA developed MySalesLMS.com, an e-learning platform that allows ASA to scale its training across Africa, making quality sales education accessible to anyone, anywhere.
Michael’s Passion for Social Impact
Beyond his work at ASA, Michael is deeply passionate about community building and social impact. He co-founded Africa Growth Leaders (AGL), a community that empowers sales, marketing, and business professionals across Africa through networking, mentorship, and skills development.
Through the ASA Foundation, he is on a mission to train 100,000 young professionals and place 10,000 in jobs and internships within the next five years. “I’m actively seeking collaborators and funders to support the ASA Foundation in achieving our mission of training 100,000 young professionals and placing 10,000 in employment and internship over the next five years,” Michael explains.
He’s also committed to hosting webinars, masterclasses, and industry meetups to bridge the sales talent gap in Africa. “The goal is to connect people, create opportunities, and make a real difference,” Michael says.
Advice for Aspiring Entrepreneurs: Starting with Limited Resources
For those looking to follow in his footsteps, Michael offers invaluable advice. “Start with your WHY—your vision must be bigger than personal ambition. Focus on solving real problems and creating meaningful impact,” he says.
He also encourages entrepreneurs to leverage the P.L.A.N.S. Framework—a structured method for launching and scaling with limited resources. Michael believes that collaboration, investment in systems, and consistency are crucial for success. “Don’t try to do it alone—collaborate and invest in systems that will help you scale efficiently,” he advises.
The Future of ASA and Africa’s Sales Industry
Michael’s vision for the future is as ambitious as his past achievements. He’s excited about the rise of AI in sales, the growth of micro-communities, and the potential of B2B influencer marketing. ASA’s upcoming projects include meetups across Africa, regular webinars and masterclasses, and the scaling of ASA’s footprint across new African markets.
His story is not just about building a successful business—it’s about building a legacy of empowerment, mentorship, and social impact. As Michael himself puts it, “You win by serving others—whether it’s your customers, employees, or community.” And in that service, Michael Adonteng is changing the face of business in Africa, one sale at a time.
