At Fincra part of our business is to help other businesses in Africa succeed, for selling cross-border payments in Africa it isn’t about pushing products on other businesses. Cross-Border Payments sales Is about earning trust in environments where every transaction carries weight, regulation, and real risk.
In Episode 4 of The Afincran Playbook Podcast, we sat down with Adesoji, Senior Sales Associate, to unpack the real work behind selling in Africa’s payment landscape where selling fast isn’t enough, and closing without understanding can cost more than you win.
This isn’t startup theory. It’s a real-time view into the art of selling regulated products, across multiple markets, with empathy, confidence, and clarity.
Listen to the full episode here
Sales is Understanding
The Art.
But in fintech, especially cross-border payments, it’s more than just storytelling, it’s technical. You have to understand the industry, the product, the regulations, and the compliance posture before you can speak with confidence.
“You need to know what you’re selling, but more importantly, you need to show people that you know.”
It isn’t all charm. It’s clarity.
Trust Closes Deals More Than Decks When Selling cross-border payments in Africa
Prepare.
I walk into a pitch knowing the merchant’s business, who they serve, how compliant they are, and what pain they’re trying to solve. That research isn’t extra it’s core to the pitch.
Because in a market like Africa’s, trust is a big currency.
If you keep saying “I’ll get back to you,” the deal dies. If your pitch is vague, the relationship doesn’t even start.
“Even if you don’t have all the answers, you need to be confident in how you respond honestly.”
Sales vs Compliance (Spoiler: It’s a Team Sport when Selling cross-border payments in Africa)
Compliance ≠ the enemy
That compliance tension is something I have learned to respect. Selling in regulated markets means knowing how to navigate rejection, regulation, and revenue, all at the same time.
One story stood out. A client was excited about our Multicurrency Virtual Account product. Midway through onboarding, compliance flagged that the company hadn’t been operational for over a year which made them ineligible. Compliance is not the enemy at the end of the day.
Instead of ghosting or stonewalling, we gave them options. We helped them onboard on NGN products first, and promised to revisit FX once they met requirements.
That’s not just good sales. That’s good business.
The Deal Is Just the Beginning
Real work.
“You can’t close and disappear. You need to stay close, follow up, and always look for where the next value lies.”
Sometimes that means checking in just to listen. Other times, it means cross-selling introducing merchants to products they didn’t even know we offered.
And when problems show up? The first move is active listening.
don’t just apologize, listen, dissect the issue, and only then suggest a fix. That level of care is what stops churn before it starts.
Prospecting Is a Strategy, Not a Sprint
Before the first meeting.
- Scan industries for high-fit merchants
- Study their use cases and customer base
- Tap mutual connections for a warm intro
- Enter meetings already speaking their language
That way, we are not selling to everyone. We are selling to the right ones with precision.
Final Thoughts: Sales Is a Craft
Selling cross-border payments in Africa isn’t guesswork. It’s not just about enthusiasm or incentives. It’s a craft built on empathy, industry knowledge, and constant adaptation.
In this episode, Adesoji gives us a real-world look at how Fincra builds sales muscle across a continent of complexity.
The playbook is to just practice principles, and people-first selling.
