Market access strategies that improve buyer fit and reduce waste.

Not every buyer is your buyer.

Many smallholder teams lose time by treating every buyer lead equally. A stronger approach is to rank opportunities by product fit, timing reliability, and payment clarity before negotiation begins.

In Lagos and Kano trade pilots, farmers who qualified leads early spent less effort on dead-end conversations and improved conversion on serious buyers. This did not require complex technology. It required clear rules and consistent follow-through.

What to prioritize

• Define minimum acceptable terms before outreach begins.
• Track buyer response speed and consistency over time.
• Coordinate logistics assumptions before final price discussions.

Bottom line: Better access comes from better filtering, not more volume of conversations.