Book review: LEAVING THE TARMAC By Aigboje Aig-Imoukhuede Founder ACCESS BANK PLC
I read 30 books in a year and i reread some. This was one of the best books i have read about doing business in Africa, Nigeria and globally.
He and his late partner Herbert Wigwe bought access in their 30’s Today the last gross earnings of access is N2.2 Trillion, 700 branches and over 28 staff.
“Leaving the Tarmac” isn’t just a story of buying and building Access Bank — it’s a masterclass in business strategy, leadership, and sales execution. After reading and studying the book deeply, I pulled out twelve powerful sales and marketing lessons that can help anyone who is building a brand, growing a team, or trying to move their business to the next level.
Here’s what stood out to me the most:
1. Everyone is in Sales
“Everyone was going to be involved in marketing the public offer... The CEO, DMD and other executives led like Israeli generals.”
Lesson: The sales department is not the whole company, but the whole company better be the sales department.
Application: Make sure your team — even the non-salespeople — know how to talk about your product and pitch value confidently.
2. Your Go-To-Market Strategy Must Be Cerebral
“We couldn’t offer large loans or undercut prices. All we could offer was our intellect and knowledge.”
Lesson: When resources are limited, double down on insight, creativity, and clarity of value.
Application: Design a pitch deck that educates and challenges your prospect’s assumptions. Make it so good they say, “No one has shown it like this before.”
3. Have a Clear & Compelling Value Proposition
“We had to devise a unique selling proposition that would be too compelling to resist.”
Lesson: You can’t compete on price or size? Then compete on clarity and transformation.
Application: What exact results do you deliver? Can you summarize that in 10 words or less?
4. Pick Your Battles — Don’t Sell to Everyone
“We couldn’t be all things to all people... We chose to tie our growth to the growth of large corporations.”
Lesson: Niche down. Define your ideal customer and go all in on them.
Application: Create a client filter: “If they are not X, Y, and Z, we don’t pursue them.”
5. Use Strategic Storytelling in Sales Pitches
“As I made my presentation, I could sense the room changing...”
Lesson: The power of words and presence can close high-stake deals.
Application: Master the art of delivering persuasive narratives. Practice stories that show proof, passion, and transformation.
6. Sell with Faith, Not Fear
“We took up the unsubscribed shares. It was a leap of faith — endorsed by my pastor.”
Lesson: Selling requires belief — in your product, your team, and divine backing.
Application: Align your energy before big pitches. Speak life over your offer. Believe it's worth more than the price.
7. Build Influence Before the Ask
“We were known in the market — we’d built strong networks over the years.”
Lesson: Sales starts long before the pitch. Influence is earned through value, consistency, and presence.
Application: Post daily insights. Send newsletters. Run webinars. Build familiarity before you slide into a buyer’s inbox.
Want to Practice These Lessons in Real Time?
I'm hosting a 5-Day Make Sales Challenge from May 1st to 5th, where I’ll be teaching entrepreneurs, salespeople, and creators how to apply practical, proven sales systems that generate consistent clients and cash.
If you loved the clarity and execution behind Leaving the Tarmac, this challenge will show you how to implement that energy in your business right now.
Sign up here → 5-day make sales challenge
8. Brand Positioning is a Sales Strategy
“We wanted to play in the Champions League of banks.”
Lesson: How you position your business influences how people buy from you.
Application: Ask: “What league are we trying to play in?” Then design your content, visuals, pitch, and pricing to match.
9. Don’t Be Complacent — Blue Sky Thinking Wins
“Successful banks had grown complacent… There was so much blue sky.”
Lesson: Stagnation is a sales killer. Constantly reinvent your value.
Application: Ask your team monthly: “What can we do that no competitor is doing?”
10. Model What Works, Then Make it Yours
“We studied Citibank’s systems, Chase’s Credit School, and Southwest Airlines.”
Lesson: Sales isn’t always about invention — it’s about modeling what works and adapting it to your context.
Application: Who’s winning in your industry? Break down what they’re doing and find the gaps.
11. Clarity + Bold Goals = Momentum
“We declared we’d go from 70th to Top 10 in five years.”
Lesson: Sales teams need a bold, clear rallying goal.
Application: Share your vision with your sales team and followers weekly. Let them see the mountain you’re climbing.
12. Sales is Service with Results
“We can either increase your revenue or reduce your costs.”
Lesson: True sales is not manipulation. It’s solving problems and delivering measurable value.
Application: Make every sales call about the prospect’s results, not your features.
Final Word
If you're in business in Africa (or anywhere), Leaving the Tarmac is more than a memoir — it’s a manual. Whether you're raising capital, leading a sales team, or building a market presence, these principles are timeless and transferable.
Let me know which of these lessons hit home the most for you — and if you’ve read the book, what did you take away?
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