Africa is a continent known for its opportunities and its risks. While the business environment is notorious for its inconsistencies from country to country, and for its difficulty in allowing outsiders to break into African markets, it has also come to be known as one full of opportunities for those companies that get it right.

Companies that get it right generally use the expertise of local experts, says Louise Robinson, Sales Director of Database 360. “It’s been said time and again, but success in Africa really is all about local knowledge. If you don’t know what the market you are entering demands, and how it operates, it doesn’t matter how good your product is,” she points out. “Many businesses have been burned through this lack of insight into local conditions, which is one of the reasons for Africa’s bad reputation.”

Robison explains that while many companies claim to have local insight, very few have the feet on the ground necessary to ensure that the knowledge they provide is up to date and relevant. For this reason, Database 360 employs staff that are fluent in the many languages spoken across the continent, and offers not only a service that provides companies with data, but also supplies lead generation and marketing services.

“Africa is the next big thing, so there are a number of companies that have sprung up offering database and lead generation services across these growth markets. If you are considering entering an African country and are looking to ensure a successful sales initiative, it is essential that you use only a reputable provider that has not only stood the test of time, but one that has the expertise to provide current data and real local insight,” Robinson says.

“Although the Internet has placed a wealth of knowledge right at users’ fingertips and enabled information swopping and instant communication with anyone anywhere in the world, success in Africa requires face-to-face interaction and the right expertise. The term business intelligence has been bandied about for years, but true business intelligence lies in knowing how to get to the right people to achieve your desired business results. Companies must make sure that they purchase from a reputable and successful lead generation service provider or agency,” Robinson advises. “Don’t be afraid to conduct background checks and even ask for references from other companies.”