Negotiation is a key skill for thriving in the business world, whether you’re an employee, entrepreneur, or salesperson. In Africa, this process takes on a unique dimension, shaped by cultural dynamics, limiting beliefs, and social norms. Yet mastering the art of negotiation is a powerful lever for success and career progression.

The Importance of Mindset in Negotiation

A strategic mindset is the key to successful negotiation. In Africa, the fear of seeming too demanding or confrontational often holds negotiators back, who worry about damaging relationships. This reluctance is rooted in several factors:

• The weight of cultural beliefs: In many African societies, speaking openly about money can be frowned upon. As a result, people tend to accept the first offer, even if it’s unfavorable, rather than risk conflict. It’s essential to adopt a mindset where negotiation is seen as a balanced exchange, not a confrontation.

• Lack of strategic preparation: Too often, negotiations are approached off the cuff, without a solid argument or fallback plan. Tools like BATNA (Best Alternative to a Negotiated Agreement) help identify your options in case discussions fail.

• A distorted perception of conflict: While bargaining is common in everyday transactions across Africa, negotiation in a professional setting can be seen as a challenge or a sign of confrontation, which sometimes hinders the expression of expectations and demands.

The Cultural Specificities of Negotiation in Africa

Africa has cultural particularities that influence negotiation processes. Understanding them helps in better adapting your strategies.

• The importance of relationships and trust: Unlike Western cultures where negotiation is often quick and transactional, in Africa, building trust is vital. In countries like Senegal or Cameroon, it’s common to talk over tea or a meal before diving into business. Building a network and maintaining long-term relationships is often more effective than seeking an immediate agreement.

• Taboos and indirect communication: In some African cultures, directly refusing an offer may be seen as rude. One must learn to decipher subtle signs of reluctance and adjust their approach accordingly. A Nigerian partner, for instance, might say “We’ll think about it” instead of a direct “No,” requiring you to reopen the discussion diplomatically.

• Overcoming fear of conflict: Many Africans avoid confrontation, even when necessary. However, knowing how to set boundaries without fear is crucial. A useful exercise is to practice saying “no” constructively, by offering an alternative that benefits both parties.

Mastering Negotiation to Move Forward

Whether you’re seeking a raise, a contract, an investor, or greater recognition, knowing how to negotiate is essential for progress. Yet many professionals still hesitate to claim their true worth—especially women.

• Salary negotiation: A World Bank study shows that those who actively negotiate their salary earn on average 20% more than those who accept the first offer. Still, in many African countries, few dare to take that step. Preparing with concrete data and market benchmarks can make a big difference.

• Business negotiation: Entrepreneurs and sales directors must excel at deal-making. Yet many adopt a defensive stance instead of a proactive approach. To be more persuasive, it’s essential to demonstrate value through tangible results and understand the other party’s expectations.

Women’s Negotiation Power in Africa

African women have negotiated in markets from a young age, yet often feel less comfortable discussing salary or professional contracts. The fear of being perceived as “too aggressive” holds many back. However, a strategic and diplomatic approach, backed by facts and figures, allows them to assert their worth without fear. An effective technique is “framing“, which involves presenting a request from a mutually beneficial angle. For example, instead of saying “I want a raise,” rephrase it as:
“Thanks to my work, the company increased its revenue by 30%. How can we align my compensation with these results?”

Succeeding in negotiation in Africa relies on a strategic mindset, a good understanding of cultural dynamics, and the ability to assert your interests confidently. For women, it is essential to overcome the psychological and cultural barriers that hinder their advancement.

If you want to take control of your next professional negotiations, join Katharina Dalka’s free masterclass on the art of negotiation in Africa.