Unlock More Sales in Africa Just by Changing How You Talk

In Africa, how we speak often dictates the success of a deal or a negotiation. Business is as much about what you say as how you say it. Local accents, indigenous languages, and street slang play a crucial role in closing deals, building rapport, and gaining trust. There is a need for entrepreneurs, or brands looking to break into African markets, to understand the nuance of local accents which is essential.

In this article, we explore how African business culture and market communication are shaped by local speech, and why adapting your accent or language approach can be the ultimate business tool.

Doing business in Africa, the local accent and dialect are at the heart of commerce. your tone and choice of words can determine whether a transaction happens or fails.

In informal and semi-formal markets especially, accents serve as bridges between different communities, socio-economic groups, and age demographics. They signal respect, authenticity, and cultural intelligence.

In Nigeria’s commercial scene, especially in cities like Lagos, Abuja, and Port Harcourt is lively and complex. English may be the official language, but when it comes to trade, Nigerian Pidgin Englishdominates, as it connects directly with the everyday consumer. When a buyer walks into a market stall and says, “How much you dey sell am?”, it’s not just about the price. It’s a cultural code. It tells the seller, “I’m one of you. Let’s talk business.”

In Nairobi and other urban hubs in Kenya, Sheng, a blend of Kiswahili, English, and local dialects, has emerged as the language of the youth economy. Sheng is spoken as a tool for marketing, branding, and selling, especially among Gen Z entrepreneurs and informal traders.

Phrases like “Unaeza tupatia bei poa?” (Can you give us a good price?) shows friendly negotiation, cultural awareness, and business savvy. For businesses targeting Kenya’s youthful demographic, fluency or familiarity with Sheng can build a stronger brand loyalty and customer engagement.

The Ghanaian Pidgin is both accessible and adaptable. In cities like Accra and Kumasi, you’ll often hear it in both blue-collar markets and tech-driven startups. The ability to switch from Queen’s English to street Pidgin can instantly build rapport with vendors, customers, and suppliers.

In Ghana, when a buyer says; “ Charles, this thing be too much. You no fit dash me?”

“CHALE, THIS THING BE TOO MUCH.

This simply means, bro, this is too expensive, can’t you give me a little discount.

This here is a humble, human-centered way of inviting negotiation and fair exchange. In Ghana, understanding local expressions is a shortcut to customer trust and business flexibility.

For foreign entrepreneurs, NGOs, multinational corporations, and digital brands seeking success in African countries, learning the local accent it’s about familiarity. A simple greeting in the right accent or a well-placed Pidgin phrase can lower defenses, signal respect, and open up collaboration.

This is especially critical in sectors like retail, agriculture, creative industries, and informal trade where emotional connection influences purchasing decisions. Understanding these African trade languagesenables build integration, smoother negotiations, and long-term business success.

Here are few African negotiation tips for Businesses Entering African Markets

Do your linguistic homework: Before entering a region, research the dominant local languages and accents.

Hire local talent: Engage sales reps, brand ambassadors, or community managers who speak the local dialect fluently.

Train your team: Provide cultural communication workshops for foreign staff or expatriates.

Use voice in marketing: When creating advertisements or social media campaigns, integrate local slang and phrasing to boost relatability.

In Africa, language is deeply tied to identity. Entrepreneurs who embrace local accents and understand how they function within trade ecosystems gain more than customers—they earn community.