What do you do when your most influential advocate turns against you? Churches were the cornerstone platform on which the current administration rode to power. And, as per the last census, with 84% of the population professing Christianity, you must admire the genius behind the strategy.
For example, Catholic and Presbyterian Church of East Africa (PCEA) faithful are ten and four million respectively. That’s a potential 14 million votes! All enticed by a harambee contribution here, ‘sadaka’ there and preternatural displays of Bible knowledge. Two years later the tables are turning. Their strongest advocate is advocating against them. If you are a sales person or business owner, what do you do when your most influential advocate turns against you?
Why has the advocate turned?
But first, why has the advocate turned? Why has the Church said, “Enough is enough!”? The church has been accused of enabling politicians’ obsession with, what Deputy Speaker Gladys Boss Shollei calls, “cheap publicity”, by giving them a platform to politicize to a captive audience every Sunday.
The unspoken mantra seemed to be: All Christians are equal, but some are more equal than others—often determined by their harambee contributions. But something has shifted. Whether it’s because their commercial lines have been disrupted (say, church-run hospital not paid by NHIF), or, they have arrived at a spiritual Damascus moment, the advocate has turned. And she is spoilt for fodder.
The cracks in the system
Here’s why. Kenya’s economy is entangled in a web of crises. A President that blatantly lies. With enough regularity for content creators to make him the butt of national jokes. Under this regime, about 2 million more Kenyans, beyond the 20 million, can’t afford basic food. That’s 1 in 3. The university funding model is collapsing, leaving families scrambling to keep students in school, while institutions barely stay afloat. A medical student taking nine years to complete a six-year course is no longer shocking—it’s the norm. This highlights the depth of the dysfunction.
Meanwhile, the chaotic Competency-Based Curriculum (CBC) frustrates parents and raises questions about its implementation. The transition from functioning NHIF to the non-starter Social Health Insurance Fund (SHIF) has worsened healthcare access. Private and mission hospitals, owed KES 30 billion, have bluntly stated, “We’re not boarding SHIF until we’re first paid our dues. If you can make a Kes. 104 billion bullet payment for a software we don’t need, the thirty billion, accumulated over years, should be child’s play.”
As the cost of healthcare and education continues to soar against a backdrop of shrinking incomes and rising job losses the strain on households is palpable and the government remains tone deaf. Meanwhile, it touts itself for reducing inflation rates to 2.7%. (Forget that, that is only on paper and not felt in our pockets). And its spokesperson, Isaac Mwaura, derisively asks, “How many Kenyans who were once sleeping hungry now have big stomachs, now that unga has been reduced to Kes. 89 from 250?” (Forget that there is no evidence of that reduced price). Even with this chest-thumping, the foregoing challenges underscore systemic inefficiencies in government.
Small wonder why churches, once considered steadfast allies of the government, have joined the chorus of dissent. And the President, in keeping with his misreading the times of rapid change we are in, did what he knows best- he publicly donated a collective Kes. 10 million in ‘sadaka’ (offering) which the Church has declined to accept. In writing. This is a historic moment in Kenya.
What can business owners and salespeople learn?
When your strongest advocate turns against you, it’s rarely an overnight phenomenon. It’s the culmination of unaddressed grievances, unmet expectations, and perceived betrayal. For salespeople and business owners, the lesson is clear: don’t take your advocates for granted.
For example, customers on pioneer of home WiFi, Zuku, repeatedly tweeted and posted complaining about Zuku’s services for years. Customer dissatisfaction with their services were so prevalent, it could only be rivalled with those, KPLC. YouTuber Lynn Ngugi even did an exclusive on this. And yet, nothing. Tone deafness, even as those migrating from it to Safaricom Home Fibre continue to rise.
Now then, here are three practical steps you can take when your most influential advocate turns against you?
Understand and address the customer need
First, note to self. “I should have nipped the problem in the bud and not now when the rooting is firmly in place.” Meaning, I should have listened. Now that you didn’t then, seek to understand and address the advocate’s need now. Hakikisha by Safaricom was in response to mitigating the challenge of increasing number of inadvertent sending of MPESA to the wrong number.
Before this there was the problem of Kenyans peculiar calling habits that saw the system clogged on Fridays. Safaricom addressed this by expanding capacity. Would you still be on Safaricom if they had remained unresponsive (tone deaf)?
In the same vein, sales people who ‘camp’ (sell in one market) are continually in touch with the pulse on the ground, accepting bouquets (sales) and addressing barbs (complaints) live. This way, customers feel heard, understood, valued. Consequently, you reframe their thinking from advocating against you to advocating for you. “You really goofed with my loan application but I like how you resoled the issue. That’s why I tell my colleagues that you are my go-to guy.”
Communicate proactively when your advocate turns against you
With our collective national ‘amnesia’, as Kenyans, we forget quickly. Only 4 years ago we would wait, in rapt attention, for then CS of Health Mutahi Kagwe’s update on the number Corona virus cases detected. This daily report significantly helped quiet the growing fear and tension. Companies that allow customers to track their imported purchases online do the same. Just like ride hailing cabs, like Uber, do when you order a cab.
When you communicate proactively you give the customer a sense of control. When you involve your (turned) strongest advocate in genuinely resolving their issue, just as with the loan go-to guy, your advocate will speak for you.
“This matter in being handled with the parties involved and we do not see need to make it public.” Or: “We have agreed to settle the matter out of court.” Or, issuing a very public batch recall because social media is on fire about the new model of ‘phones you sold, exploding when being charged.” Same reasoning why a listed company is required to issue a profit warning when its potential earnings are severely reduced. When you get ahead of the crises you have a much better chance of controlling the narrative. When you don’t, you have more egg in your face. like the Kenya Kwanza government.
Read: How to sell in a crisis: a step-by-step guide. The case of Airbnb
Deliver tangible value
Recycling rejected Cabinet Secretaries is not delivering tangible value. It’s an insult to Kenyans. I’m addition, just saying, “We’re sorry,” isn’t enough in this customer empowered 21st Century. “Mkona mtupu haulambwi” the Waswahili say. Directly translated, “An empty hand is not licked.” So, “We’re sorry that your Wi-Fi is down. While we work to resolve this issue here’s 5GB to keep you going.”
“We’re sorry the detergent you bought was of low quality. Here’s a hamper which includes a replacement.” Or: “We are really sorry that you had to go out of pocket because we never remitted your premium to the insurance company. Send us the receipts and we will refund you the full amount immediately.” “I am sorry the food was delayed and arrived cold. Please don’t leave. I’ll personally warm it and offer it on the house.” One last one. “I am sorry I delayed in printing the certificates on time for the training. I will deliver them personally to the venue at my cost.”
Deliver tangible value when your advocate turns against you? Unfortunately, for President Ruto he chose to donate which came through as a bribe. An example of tangible value would have been accounting for the missing abducted Kenyans, giving a practical payment plan of the pending NHIF dues (and not the insulting Kes 30,000 per month) and, for once, just once, starting with a genuine, “I am sorry.” Accepting fault. Showing empathy.
Conclusion: A call to action for when your advocate turns against you
When your most influential advocate turns against you, it can be a destabilizing blow—but it’s also a wake-up call. The church’s dissent shows that no ally, however steadfast, is immune to change. As a business owner or salesperson, ask yourself: Are you nurturing your advocates or leaving the door open for disillusionment? How will you ensure your strongest allies remain in your corner when the tables turn? As for the President, do you suppose he will finally wake up and smell the coffee?
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