Thabelo Raphala CA(SA)
Tips and trick to mastering the art of sales

In this episode, Thabelo Raphala, the Managing Director of My Dough, shares her journey and insights on sales and customer retention, offering practical advice for entrepreneurs at every stage of their business.

Her story is rooted in a deep passion for entrepreneurship, sparked by her father's own ventures. Despite witnessing the hardships that followed her father's untimely passing, she found her calling in supporting other entrepreneurs. This drive led her to co-found My Dough, a business incubator that now supports nearly 5,000 SMEs, providing them with tools and resources like market access, funding avenues, and team management tools.

One of the standout moments from the interview was Thabelo's take on sales. For many entrepreneurs, the idea of selling can be daunting, especially if they don't consider themselves natural salespeople. However, she believes that sales is a skill that can be developed over time. "Sales is actually a muscle that you build," she explains. Whether you're an accountant or a creative, the key is to recognize the need to learn how to sell and then commit to developing that skill.

Raphala emphasised that successful selling isn't just about pushing products or services; it's about building relationships. "Start by thinking about selling as building rapport with someone," she advises. This approach involves understanding your clients, listening to their needs, and engaging in meaningful conversations that build trust over time. It’s this rapport that transforms a one-time customer into a loyal advocate for your business.

While many entrepreneurs excel at attracting new customers, maintaining those relationships can be challenging. She further highlights that retention is just as critical as sales. "An owner's job is three things: to sell, to retain, and to ensure that operations run smoothly," she says. Simple acts of caring, such as checking in with clients or remembering personal details, can go a long way in building lasting relationships.

For Thabelo, having a clear sales strategy is essential. It doesn't have to be overly complex, but it should provide a roadmap for where the business is heading. "A sales strategy helps us stay focused," she explains. This strategy should outline how to attract and retain customers, whether through traditional methods or digital platforms, which she believes are increasingly vital in today's market.

One of the key challenges she has observed among entrepreneurs is the lack of attention to detail in service delivery. From arriving late to a catering event to poor communication, these seemingly small issues can lead to significant client dissatisfaction. Raphala stresses the importance of professionalism and consistency in delivering what has been promised, as these factors play a crucial role in customer retention.