Cynthia Alabi is a sales professional with experience driving growth, revenue, and customer retention, primarily within the aviation industry. Her expertise spans sales, marketing, business development, and customer service, with a recent focus on scaling Uber for Business (U4B) in Nigeria.
Since transitioning into tech sales over a year ago, Cynthia has significantly impacted Nigeria’s Sales as a Service (SaaS) landscape. Drawing from her aviation sales background, she sheds light on the key differences between traditional and SaaS sales, emphasising the evolving skill set required to succeed.
In this interview, she explores how SaaS sales differ from conventional models, the future of SaaS in Nigeria, and practical strategies for achieving sustainable growth in the industry.
Tell me a bit about yourself.
Cynthia Alabi: I am a sales professional with nearly 7 years of experience, primarily in the aviation industry. My background includes business development, marketing strategies, and customer retention. Over the past year, I’ve focused on driving the adoption of Uber for Business (U4B) while navigating the unique challenges and opportunities within the ride-hailing space.
What drew you to tech sales, and how long have you been in the industry?
Cynthia Alabi: I was naturally curious about tech, and when the opportunity came to pivot, I took it. The financial prospects were also appealing. I have now been in the tech industry for over a year.
The SaaS industry is expanding globally, but Nigeria faces unique challenges. Can you shed light on the current state of SaaS sales in Nigeria?
Cynthia Alabi: Absolutely. Nigeria’s SaaS ecosystem is still developing, particularly in enterprise SaaS sales. One of the biggest challenges is the shortage of experienced SaaS sales professionals. Nigeria is still building its foundation, unlike the U.S. or Europe, where SaaS giants cultivate talent.
What’s contributing to this talent gap?
Cynthia Alabi : There are a few factors. First, we lack a strong ecosystem of successful SaaS companies where professionals can gain hands-on experience. Many SaaS salespeople in Nigeria come from entirely different industries or have worked with traditional software rather than subscription-based models.
Second, the sales strategies that work in foreign markets don’t always apply here.
Selling SaaS in Nigeria often requires offline relationship-building and a deep understanding of trust-based sales. Experienced sales professionals must create communities and mentorship programs to bridge this gap to equip newcomers with SaaS-specific skills.
How does SaaS sales differ from general sales?
Cynthia Alabi : The most significant difference is the recurring revenue model. Unlike traditional sales, where you sell a product or service once, SaaS requires continuous customer engagement and value delivery. The sales cycle involves educating customers, understanding their evolving needs, and ensuring the product remains relevant throughout their subscription period.
How are companies navigating these challenges to scale their SaaS products?
Cynthia Alabi: Successful SaaS companies in Nigeria use a hybrid approach, blending digital strategies with traditional, relationship-driven sales. Localisation is also key—many Nigerian businesses are still adjusting to subscription-based models, so companies must offer flexible payment options and tailor their go-to-market strategies to local buying behaviours.
What skills are essential for breaking into SaaS sales in Nigeria?
Cynthia Alabi: A mix of technical knowledge, adaptability, and strong relationship-building skills. Understanding the subscription-based model, customer lifecycle, and consultative selling is crucial. Additionally, knowing how to navigate local market dynamics, communicate value effectively, and leverage digital tools like LinkedIn, CRM for prospecting and engagement will give professionals an edge.
Given these challenges, what does the future hold for SaaS sales in Nigeria?
Cynthia Alabi: The future is promising. More Nigerian SaaS companies are reaching growth-stage levels and developing local sales talent. As digital adoption increases, demand for SaaS solutions will rise. Companies must invest in structured sales training and mentorship programs to build a skilled workforce ready for market evolution.
Where do you see yourself in five years?
Cynthia: Leading and scaling high-performing SaaS sales teams, driving significant growth, and shaping innovative B2B sales strategies globally. I also plan to mentor the next generation of SaaS sales professionals to equip them for success in this dynamic industry.
What does a typical day look like for you as a tech sales expert?
Cynthia: My day starts around 7:30 am with prayer. Once at my desk, I check my calendar, review my weekly to-do list, and catch up on emails before meetings begin at 10 am.
My day is packed with meetings, calls, and messages from prospects, clients, and colleagues, mainly via Slack and WhatsApp.
I also analyse our sales data, strategise with my team, conduct competitor analysis and research industry trends. It’s a fast-paced role that requires adaptability and strategic thinking. I make sure to take breaks for meals and stay hydrated.
