Episode 142 - The Future of Selling In Kenya & Beyond: A Conversation with John Kageche of Lend Me Your Ears

Over the years, I've had the privilege of interacting with some of Kenya's most passionate sales professionals. However, few embody the art and science of selling quite like John Kageche, the Founder and CEO of Lend Me Your Ears, a leading sales training and consultancy firm.John and I go way back - almost 30 years to our days in Mombasa - when the Internet was still a novelty and email addresses were a big deal. John and I first met as a result of joining the Rotaract Club. of Bahari - Mombasa at a around the same. As it happens, we recently reconnected after a fair number of years and agreed it was time to sit down and unpack his journey and timeless lessons on sales in the digital age.From Life Insurance To Sales Thought LeadershipJohn started his career in life insurance sales in Mombasa, discovering early on that his passion wasn't just about closing deals but about empowering people through knowledge. It's a passion that saw him transition into financial services, travel, and eventually into the training and consultancy space.For eight years, John ran the widely-read 'Sales Pitch' column in Business Daily, offering insights that resonated deeply with sales professionals and business leaders alike. However, like many of us, John faced a major pivot moment during the COVID-19 pandemic when traditional media shrank, forcing him to embrace digital platforms as the new frontier for sales thought leadership.Sales Has Evolved  -  And So Must SalespeopleOne of the biggest takeaways from our conversation is John's belief that sales is no longer about moving products but moving people. Referencing Daniel Pink's book, "To Sell is Human", John notes that today's best salespeople are those who emotionally connect with their prospects - whether in person or through digital channels.Sales today demands a combination of passion, optimism, and genuine customer interest. John stressed how critical it is for sales professionals to adapt to the 21st-century buyer - a customer who's well-informed (thanks to "Dr. Google") and expects personalized, frictionless experiences.Digital Platforms, AI, & Content Marketing in SalesJohn's journey into the digital world is a masterclass in adaptability. After the end of his print column, he built lendmeyourears.co.ke, which he calls a "sales tool" rather than just a website. Through guidance and mentorship, he embraced Search Engine Optimization (SEO), digital marketing, and took Google's Digital Skills for Africa course to not only survive but thrive online.We talked extensively about the growing role of content marketing in driving modern sales. As John puts it, content allows businesses to "move people" - creating emotional connections long before any sale is made. It's the difference between being transactional and being relational.He also sees massive potential in AI tools - not to replace the human touch in selling but to enhance productivity, repurpose content, and deepen customer engagement.Creating Emotional Connections In SalesOne of my favorite moments from the podcast is John's story of a hawker selling car wipers. Instead of pitching the product, the hawker made John experience the problem firsthand by testing his worn-out wipers - immediately creating a sense of urgency and personal relevance. That, right there, is what John means by "moving people" instead of "moving products."The same principle applies to brands like Uber, Safaricom, Amazon, and Alibaba - all examples John cited for how they consistently prioritize customer experience and emotional engagement to build lasting relationshipsThe Future of Sales is Digital  -  But Deeply HumanOur conversation left me with one undeniable conclusion - sales has changed forever. Digital platforms, AI, and content marketing are essential tools in the modern salesperson's arsenal. However, what will always matter most is human connection - how well you understand, engage, and solve your customer's real problems.