It was while Sajjabi Dahlin was studying towards a law degree at the famed Makerere University in Uganda that he discovered his true calling was in sales. And a decision to follow his heart by ‘changing direction’ sowed the seeds of an entrepreneurial journey that saw him eventually setting up his own consultancy.
Today – as co-founder and chief executive officer at ABC Sales Consulting – Sajjabi is setting the entrepreneurial bar high at the helm of a company that offers sales training, coaching and strategy development for businesses of all sizes.
From Law to Sales
The businessman remembers how a good education, at some of the best schools in Uganda, seemingly created the ideal foundation for him to take a tertiary path that could have led him to a lucrative career as a lawyer.
“I grew up in Uganda, where I learned the art of resilience and resourcefulness early on. My education took me through some of the best schools: Kings College Budo and Makerere College for my high school then eventually Makerere University where I pursued a degree in Law,” he explains.
“While studying, I stumbled on my true calling which is sales. So, before I graduated, I had already started doing sales. I enjoyed it so much and even though I eventually graduated with a law degree there had been a seismic shift in my career path.”
After securing a job with Saladmaster, Sajjabi’s abilities helped the company to soar.
“I started there as a regular salesperson, climbed the ranks and eventually managed an entire division of over 1 000 people. We ranked number one globally, even surpassing much larger economies with better resources and some weeks doing sales worth about US$200 000.”
Building a legacy
Working for a prestigious company gave Sajjabi the kind of experience that exposed him to the fundamentals of running a business. He decided to use all the knowledge and expertise he had acquired to start something that would leave a lasting legacy.
“When I left Saladmaster, two of my former colleagues and I decided it was time to bring
those world-class skills home. ABC Sales Consulting was born out of a desire to raise
the bar for sales professionals in Uganda.
“To be honest, we were tired of the stereotype that salespeople are pushy and poorly trained. Sales is a craft, it is about connecting, problem-solving and building trust. We wanted to show people that sales is a respected profession and help companies see their sales teams as assets, not just numbers.”
At ABC Sales Consulting, Sajjabi leads a team that helps individuals and companies transform their sales pitches and strategies into vehicles that can help them not only to get more clients but also to achieve their goals and objectives.
“We are committed to fostering a culture of success, leveraging over six years of sales leadership to develop training programs tailored to the unique challenges of today’s dynamic markets. Our team’s analytical acumen is instrumental in crafting strategies that not only meet but exceed performance benchmarks.”
Creating opportunities
On the name of his company, Sajjabi explains that the first three letters stand for a philosophy and approach that has always guided the way he seeks to do business with all of his clients.
“When people hear the name ABC Sales Consulting, some people think it’s Always Be Closing, however the ABC stands for Always Be Connecting and that’s what drives everything we do, connection to businesses, connection to salespeople and teaching everyone we train how to build meaningful connections.”
Apart from helping companies to find breakthroughs in their sales, Sajjabi and his team are also creating employment opportunities for the youth and many others who were previously not getting any responses on the doors they were knocking on.
To Sajjabi, the fulfilment that comes from positively changing someone’s life by helping them secure employment is fulfilling and motivating enough for him to continue on his path.
“Another driving force is the desire to create opportunities. One of the most sought-after things in life is a job. At ABC Sales Consulting, we are not just training salespeople, we are also helping people secure meaningful employment.
“It is incredibly fulfilling to know that our efforts help someone to not only provide for themselves but to also support their families. Watching someone we have trained manage to land a job and thrive in it is the kind of impact we are very proud to make.
“Also, there is nothing more satisfying than seeing someone who comes with limited sales skills eventually turning out to be a confident and top-performing salesperson. We are not just skilling people. We are also changing lives.”
Navigating past barriers
While going about his many duties of leading training sessions, creating sales strategies, mentoring fellow team members, pitching to clients and occasionally being the office DJ whenever the team morale needs a boost, Sajjabi has often encountered some brick walls that have created challenges for ABC Sales Consulting.
Being innovative as well as drawing from his wealth of experience in the sales space has helped Sajjabi to navigate past such barriers and steer the ship clear from any danger.
“Convincing people that sales training is not just another ‘motivational talk’ was a very big challenge. It took a lot of showing results, like doubling client revenue or cutting employee turnover by half, to change minds.
“Another challenge we faced revolved around cash flow. When you are starting a new business, every coin counts. But we quickly learned to prioritize, keep costs low as well as to reinvest every dollar wisely. I am happy to say that as we have grown, we have mastered the art of stretching every shilling.”
Growth trajectory
The strength they acquire from getting past seemingly insurmountable challenges has given ABC Sales Consulting the impetus and confidence to spread their wings and grow in the consultancy space.
Over the years, the company has worked with some reputable clients, from local brands like Lakehouse Uganda, to global organizations. They have also trained over 500 people as well as businesses like G & SK Homes and Kanzu Finance by successfully revamping their sales processes.
“When we started this business, one of the things that motivated us was giving people jobs. So, it makes us proud to see that to date we have placed over 50 salespeople within various jobs so far and for me that makes me so proud. We are providing opportunities to people to be able to put food on their families’ tables and there is no greater satisfaction than that!”
Going forward with optimism
Sajjabi has big dreams for ABC Sales Consulting and is determined to leave no stone unturned in building a formidable force whose brand and reputation spreads well beyond the borders of Uganda.
“In five years, I see ABC Sales Consulting as the go-to firm for sales training in East
Africa. We want to launch an online academy, partner with big industries like
manufacturing and education as well as place 1 000 000 trained salespeople into
businesses across the region.
“Personally, I want to keep learning, growing and mentoring others. Maybe even write a
book about the Ugandan sales revolution—stay tuned!”
