Government urged to place sales professionals at heart of 24 hour economy initiative

Sales and marketing professionals across the country are calling on government to prioritize their role in the development of the proposed 24 hour economy. According to industry leaders, achieving round the clock economic activity will require more than extended working hours and infrastructure expansion. It will depend heavily on a strong, skilled and well supported sales force that can generate demand, attract investment, and sustain business growth in every sector.

Speaking at a recent national engagement session on the 24 hour economy model, representatives from major sales associations emphasized that no economic policy can succeed without the people whose job it is to drive product awareness, customer acquisition and business expansion. They explained that while the idea of a nonstop economy has caught public attention, many discussions seem to focus mainly on manufacturing, energy and security, leaving out the sales professionals who bridge the gap between products and consumers.

Industry experts argue that the success of a 24 hour economic system rests on the ability of businesses to maintain stable demand at every stage of the day. This means companies must not only produce goods and services but also market and distribute them effectively. Sales teams therefore become critical because they help businesses reach new customers, build relationships, study market behavior and drive revenue growth.

Participants at the forum noted that many Ghanaian businesses still operate with outdated sales strategies that rely heavily on physical interactions. They warned that if the country intends to compete in a global economy that never sleeps, sales professionals must be equipped with advanced digital tools, modern customer engagement systems and continuous training that reflects the evolving business landscape.

Another concern raised was the limited recognition of the sales profession in national policy documents. Several speakers described this as a long standing challenge that has weakened the development of a well structured sales industry in Ghana. They believe the 24 hour economy offers a unique opportunity to correct this oversight by formally recognizing sales professionals as a central pillar of economic productivity.

According to analysts, placing sales professionals at the heart of the 24 hour economy would also help reduce unemployment, especially among young people. The sales sector is one of the few industries capable of absorbing diverse talents, ranging from field marketers to digital sales strategists, telemarketing agents and brand promoters. With the right support, the sector could create thousands of jobs while helping businesses increase revenue.

Business development consultants at the event stressed that government must not only focus on creating the framework for a continuous economy but also ensure that the private sector is able to leverage it effectively. This requires targeted investment in sales training programs, the creation of modern sales academies and partnerships between government and private institutions to ensure professionals have access to internationally recognized certifications.

Participants also urged the government to design incentive packages for companies that employ certified sales professionals. They explained that such incentives will encourage businesses to prioritize skilled personnel rather than relying on untrained recruits. This is particularly important for sectors like retail, hospitality, telecommunications and manufacturing, which stand to benefit significantly from a 24 hour economy model.

Another major recommendation was the establishment of a national database of certified sales practitioners. Advocates believe this will improve industry standards, streamline recruitment processes and ensure that companies can identify qualified professionals quickly. They also recommended including sales education in tertiary institutions and vocational training centers to prepare young people for the growing opportunities in the field.

While acknowledging the potential benefits of the 24 hour economy, some industry players cautioned that its success will depend on how well government integrates the human resource component into its planning. They urged policymakers to avoid focusing solely on infrastructure and instead adopt a comprehensive approach that recognizes the crucial role of the sales workforce.

A senior sales strategist who addressed the gathering explained that even the most efficient production systems can fail if there is no corresponding demand. He added that the responsibility of generating, sustaining and expanding demand falls squarely on sales and marketing experts. Without them, he said, the vision of a thriving nonstop economy will remain incomplete.

Overall, the message from the forum was clear. For the 24 hour economy to become a powerful engine for national development, Ghana must position sales professionals at the center of its implementation. They must be equipped, empowered and given the institutional recognition necessary to drive business growth at every hour of the day.