Sulemane Ibraimo, founder and CEO of Ubuntu Holdings, is a rising name in the corporate sales market. Recognized for his expertise and numerous awards in the field, Ibraimo stands out for his ability to develop and manage long-term relationships with strategic clients.
With extensive experience in Marketing Management, he proves highly effective in devising marketing and sales strategies. Motivated, goal-oriented and focused, Ibraimo shares his trajectory in an interview with Profile and talks about market trends and the main challenges facing the sector in Mozambique.
Profile Mozambique: Sulemane Ibrahimo, it’s a pleasure to have you here with us at Profile. To begin with, could you tell us a little about your professional career?
Sulemane Ibraimo: It’s a pleasure to be here. My name is Sulemane Ibraimo and I got into sales a little over 10 years ago, but corporately speaking, it was 10 years ago, specifically in the corporate area. I think it’s a similar background for many of us, starting out in B2C and then moving on to B2B.
My first job was about 15 years ago, I worked in market research, carrying out surveys, and then I moved on to evaluating the performance of customer service teams. I used to survey customers to find out how well they were served. So I worked in customer service at an early stage and started with pure sales when I returned to Mozambique in 2012.
PM: Interesting. And how was that transition to pure sales when you returned to Mozambique?
FI: When I returned to Mozambique in 2012, I started working in pure sales. At the same time, I was doing photography, because I’m a photographer. I made it a profession for a while, while I was doing the surveys. On a corporate level, my experience with pure sales really began in 2012.
My first big corporate project in Mozambique was the Pioneiro telesales project, where I was marketing and production manager. I then entered the telecommunications sector, where corporate demand was high, and remained in that market until last year, when I decided to set up my own company, Ubuntu Holding.
PM: Can you tell us more about your evolution within the companies you’ve worked for?
FI: Of course. In my career, I was often the best Sales Account Manager, or account manager, until I left the company. When that wasn’t the case, I was one of or the biggest deal-maker in the financial year. I ended up as commercial director.
The evolution was from account manager to senior sales specialist, and then to purpose, instead of changing companies or applying for a better position, I came to a fork in the road where I could choose to share my knowledge and methodology developed over the years. That’s when I created my company with the African philosophy of collective growth and collective success, Ubuntu.
PM: The concept of Ubuntu is fascinating. How does it apply in business practice?
FI: Ubuntu can be summed up in the phrase “I am because we are”. It means that as soon as I achieve my goal, it must also mean that your goal has been achieved because we are partners. In corporate practice, this translates into taking care of the customer, partners, suppliers and resellers in order to strengthen a lasting, long-term relationship.
The consultancy we offer is based on this principle, empowering sales teams to take a broad view and focus on solving customers’ problems.
PM: Talking about corporate sales, what are the main objectives of this model compared to others?
FI: Long-term thinking is crucial. In the market, there is a tendency to focus on quick returns, but corporate sales require a long-term view. This involves questioning and understanding the customer’s true needs, rather than just pushing products or solutions.
There is a lack of active listening, research and insight into customers’ business models.
The focus on commission often outweighs attention to the customer’s real needs, which is a big mistake.
PM: And how would you describe the corporate sales market in Mozambique, looking at the times?
FI: The corporate sales market in Mozambique faces challenges such as the lack of preparation of recent graduates and the lack of ongoing training. Colleges don’t prepare students for the real world and companies don’t welcome these new graduates in a way that prepares them properly.
What’s more, those already on the market often don’t undergo adequate personal development. It’s essential to understand that selling is about solving problems and that you need to be continuously prepared and adaptable to the needs of the market.
PM: What are the effective strategies for penetrating the corporate sales market at home?
FI: First, it’s crucial to have a clear strategy and define the purpose of the business. People buy stories, not just products. You need to know exactly what problem the product or service is solving and whether there is a market willing to pay for it.
Knowing your ideal customer is fundamental. In addition, the company’s image is an important pillar. Good representation on the market, whether through branding or marketing, is essential. Finally, creating success stories, even at zero cost, can be a great way of demonstrating effectiveness and capacity in the market.
PM: And how do technology and digital tools impact corporate sales strategies today?
FI: Technology and digital tools can both destroy and leverage businesses. Artificial intelligence, for example, is transforming the way we respond to emails and manage tasks, making processes more efficient. Those who don’t adapt now could be left behind.
Digital transformation is inevitable, like water that always finds a way. Companies that embrace these tools can become more productive and respond more quickly to customer demands.
