Businesses must adopt innovative sales strategies to remain competitive in today’s rapidly evolving market, according to Michael Abbiw, Convenor of the 2025 National Sales and Leadership Conference (NSLC).

Speaking ahead of the highly anticipated event scheduled for August 20-22 in Accra , Abbiw observed that traditional sales methods are becoming obsolete, urging companies to adapt to new market dynamics.

“The business environment is increasingly volatile, and we cannot rely on old sales techniques to tackle new challenges,” Abbiw stated. He stressed that sales leaders must develop fresh approaches to engaging customers, particularly with the rise of Gen Z in the workforce.

“We need to understand how to manage and leverage the strengths of a new generation of sales professionals. Outdated strategies will not work in this modern sales landscape.”

The 2025 NSLC, now extended to three days instead of two, will feature over 52 industry experts across multiple sectors, including finance, banking, health, and trade.

Abbiw pointed out that the expanded conference aims to provide businesses with practical tools to enhance their revenue generation and market influence. “This year, we are going deeper into how sales drive business growth and economic transformation. Every organization focused on revenue must be part of this event,” he said.

One of the key changes for 2025 is the introduction of more focused, closed-door sessions, each accommodating only 200 participants. Abbiw urged businesses to register early to secure a spot, noting that last year’s event exceeded expectations, with over 1,500 attendees despite an initial target of 1,000.

Additionally, the conference will kick off with a high-profile gathering of 100 CEOs, reinforcing the importance of sales leadership at the executive level. Abbiw encouraged business leaders, entrepreneurs, and sales professionals to seize the opportunity to learn, collaborate, and refine their sales strategies for long-term success.

“Come, let’s learn together, let’s grow together, and let’s develop the strategies that will shape our future,” he urged.

Dr. Ernest Kojo Sarpong, businessman and CEO of the Special Group of Companies, underscored the significance of the NSLC 2025, describing it as more than just a conference—it is a catalyst for economic growth and leadership transformation.

“As a country, we have always known that our success lies in our ability to innovate, create, and build. But let me tell you this: none of it matters without sales. Sales are the lifeblood of any business. Without sales, there is no growth, expansion, and, ultimately, no sustainability. It does not matter how innovative your product or brand-new your idea may be; if you cannot sell it, you cannot succeed,” Dr. Sarpong stated.

He stressed that successful businesses rely on two key pillars: product quality and a robust sales network. However, he pointed out that many organizations overlook the power of relationships in driving sales success. “Sales are not just about what you sell but about who you know and how you nurture those connections.”

Dr. Sarpong noted that the future of sales is not just digital—it is relational. He urged business leaders to embed sales at every level of their organization, recognizing it as the very pulse of the company. “When you invest in your salespeople, you invest in the future of the organization. As leaders, we must equip, empower, and reward them for driving the vision forward.”

He further noted that success in sales is about problem-solving and value creation rather than merely pushing products. “When you care for your people, they will care for your business. This is the core of leadership, and it is what NSLC represents: a space where business leaders, sales professionals, and entrepreneurs come together to learn, grow, and lead.”

Dr. Sarpong called on businesses, corporate organizations, and entrepreneurs to invest in NSLC 2025 as a strategic move to transform Ghana‘s sales culture. “Together, we have the power to nurture sales’ full potential as a driver of economic development. NSLC 2025 is not just a conference; it is the launchpad for the next generation of leaders, thinkers, and doers who will shape the future of business in Ghana.”

He concluded by urging stakeholders to support the event, ensuring it becomes a defining moment for Ghana’s business community. “Let us take this event beyond Accra, beyond Ghana, and into the global business community because the future belongs to those who dare to innovate, connect, and lead.”