On Cue with Kafui Dey: The secret to holding an audience’s attention: Lessons from African Market Queens

Step into any bustling African market—Makola in Accra, Balogun in Lagos, Kariakoo in Dar es Salaam—and you’ll meet some of the most powerful communicators on the continent: the market queens.

These women don’t have MBAs or PR consultants whispering in their ears, yet they can stop you mid-stride, pull you into their stall, and convince you that today is the day you need a bucket of fresh tomatoes, three yards of fabric, and maybe even a chicken.

In an age where executives lose audiences with endless PowerPoint slides, perhaps the true masters of attention have been in the market all along. If you want to hold an audience—whether in a boardroom, a conference, or on live television—there’s a lot you can learn from Africa’s market queens.

They Command the Space

Market queens don’t whisper. They project. Their voices cut through honking taxis, haggling customers, and blaring music from nearby shops. They own their space, not timidly, but with confidence.

In the boardroom, commanding space doesn’t mean shouting. It means standing tall, making eye contact, and speaking with clarity. You don’t have to be loud—you have to be present. If people can hear you and feel your energy, they’ll pay attention.

Lesson: Presence beats volume.

They Know Their Audience

Market queens don’t sell in the abstract. They size you up in seconds. A student? They’ll emphasize “affordable.” A banker in a tailored suit? They’ll highlight “premium quality.” They tailor their pitch to match the person in front of them.

Executives often fail here. They deliver one speech for everyone, stuffed with jargon, and wonder why nobody cares. The secret is to know your audience—what they value, what they fear, what makes them smile.

Lesson: Relevance is the mother of attention.

They Tell Stories

“Madam, these tomatoes came straight from the farm this morning. The farmer is my uncle. He even prayed over them before harvest!”

Now, whether that uncle exists or not is beside the point. What matters is the story. It connects you to the product emotionally.

In corporate settings, statistics alone rarely move people. Add a story—about a customer, a community, or even your own journey—and suddenly the message sticks.

Lesson: Facts tell, stories sell.

They Use Humor and Drama

Market queens are natural performers. They’ll clap, sing, or tease: “Brother, are you sure you can carry that yam? It’s bigger than your head!” Everyone laughs—and just like that, the tension breaks, and wallets open.

A little humor or drama in a presentation goes a long way. Crack a light joke, use a dramatic pause, or share a playful observation. People remember moments that make them feel.

Lesson: Entertainment fuels attention.

They Close the Deal

The real magic? Market queens don’t just attract attention—they convert it. They know when to push, when to sweeten the offer, and when to say, “Madam, if you don’t buy now, by evening it will be finished.” Urgency created. Sale secured.

As a speaker or leader, holding attention isn’t the end goal. You want people to act—approve the budget, sign the contract, embrace the vision. Attention is the bridge. Action is the destination.

Lesson: Attention without action is just noise.

Final Word

The next time you’re preparing for a presentation, forget the jargon-filled slide deck for a moment and channel your inner market queen. Speak with presence. Know your audience. Tell stories. Sprinkle humor. Drive towards action.

Because whether you’re selling tomatoes in Makola or pitching strategy in Nairobi, the principle is the same: attention is earned, not given. And on this continent, nobody earns it better than the queens of the market.

So, before your next big meeting, ask yourself: What would the market queen do?

>>> Kafui Dey helps business leaders to communicate better. For one-to-one coaching, call 233 557 200 707 or email [email protected]

The post On Cue with Kafui Dey: The secret to holding an audience’s attention: Lessons from African Market Queens appeared first on The Business & Financial Times.

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