In many African companies, sales is still treated like the last link in the chain — something that happens after the big decisions have already been made. Richard Siayojie thinks that mindset is holding businesses back.
The Cameroonian entrepreneur has built his reputation around a different belief: companies do not scale just because they have strong products, access to capital, or expansion plans. They scale when they understand customers, build disciplined sales systems, and turn commercial execution into a competitive advantage.
That message has made Siayojie a rising figure in Francophone Africa’s business coaching scene. From boardrooms in Douala to conferences in Dakar, Nairobi, and Paris, he has spent the past few years arguing that sales deserves the same strategic weight companies usually reserve for finance, operations, or production.
His own story plays a central role in that narrative.
Born in 1980 in Njombé, Cameroon, Siayojie often traces his story back to his teenage years. At 14, unable to afford a pair of shoes, he began selling bananas and avocados. A year later, he was selling shoes in Bafoussam. Even after earning a master’s degree, he worked as a motorcycle courier in Douala before moving into sales and marketing roles across several companies, including Razel Cameroun, where he served as Country Sales Manager from 2015 to 2021.
Since 2022, he has led Projection Company, a consulting and training firm focused on sales teams and commercial performance. His LinkedIn profile lists certifications in coaching and management support linked to organizations including John C. Maxwell, Ilead, and ComColors.
But Siayojie is not simply positioning himself as a trainer. He is trying to build a broader identity around sales professionals, whom he calls “Vendeurs de Race,” or elite sellers. The expression reflects his view of sales as a discipline built on endurance, structure, and personal transformation.
A customer-first philosophy
At the center of his approach is a method he calls “King Selling.”
According to Siayojie, companies should stop treating the customer as a passive buyer and instead organize their operations around customer expectations. In his framework, the salesperson must analyze the market, identify problems, provide solutions, sell at the right moment, and ultimately serve the customer “like a king.”
He says the idea emerged from ordinary customer-service experiences. In one case, a cashier in Douala refused to serve him because he did not have exact change. In another, a waitress rejected his suggestion to keep the change. Years later, while in France, a server asked what he could do to “make him happy.” For Siayojie, the contrast between indifferent service and attentive service became the foundation of his business philosophy.
Projection Company says it has trained more than 3,000 salespeople, coached over 300 CEOs, and worked with more than 500 women executives. The firm also claims to impact more than 100,000 people daily through its programs and content.
Those figures, however, come from the company itself and have not been independently verified. The same caution applies to rankings promoted by the organization, including a Favikon classification that places Siayojie among the top French-speaking sales experts globally.
Still, his influence appears to be growing across several African markets. His team cites projects with companies such as Tractafric Cameroun and Boissons du Cameroun, as well as conferences in Nairobi, Dakar, and Paris. Projection Company also works with students at the Institut Universitaire de la Côte (IUC) in Douala.
Results that are difficult to measure
The central question surrounding Siayojie’s model is impact.
Like many consulting firms, Projection Company highlights client testimonials to support its claims. Moïse Ebele, acting CEO of Tractafric Equipment, said the company saw stronger sales performance and revenue growth after working with Projection Company in Cameroon and Gabon.
At SECA Cameroun, human resources executive Fadimatou Aboubakary said the company recorded revenue growth of more than 20% after implementing the firm’s recommendations.
Canadian software company ChallengePlus also renewed its partnership with Projection Company twice, according to CEO Yves Toucasse, who credited the firm with helping structure its sales force in Cameroon.
Those testimonials suggest that Siayojie’s methods resonate with clients facing commercial challenges. But they do not fully establish the independent effectiveness of “King Selling.” Available information does not detail the metrics, timelines, or external factors that may also have influenced performance, including market conditions, pricing strategies, recruitment, or competition.
That uncertainty points to a broader challenge for Siayojie. His model remains closely tied to his personal image, charisma, and storytelling ability. He presents himself simultaneously as a coach, strategist, speaker, author, and mentor. That versatility strengthens his brand, but it also raises a key question: can “King Selling” function independently of its founder?
His message also blends business strategy with elements of motivational coaching. He frequently speaks about passion, destiny, conquest, and transformation. The language resonates with audiences, but it can blur the line between inspiration and operational reality. In practice, sales performance also depends on pricing, logistics, purchasing power, product quality, financing, and market conditions.
Giving sales a stronger place in African business
Even so, Siayojie’s broader argument touches on a real issue in many African economies. Companies often invest heavily in production or infrastructure while giving less attention to commercial organization and customer relations.
His work reflects wider trends across the continent: the professionalization of sales careers, the growth of business coaching, the digitalization of customer relations, and the increasing importance of soft skills in management.
His concept of “King2B” — the idea that customers increasingly dictate the rules of the market — also mirrors changes driven by social media, online comparisons, and faster reputational shifts.
In that sense, Richard Siayojie is building more than a consulting business. He is trying to give sales professionals a language, a professional identity, and a larger role in discussions about economic performance in Africa. His next challenge will be turning that vision into a structured and measurable model that can outlive his own personal influence.
Baudouin Enama
