Showing posts with label Sigma. Show all posts
Showing posts with label Sigma. Show all posts

Saturday, November 11, 2017

Six Sigma and B2B - Selling Points

Six Sigma and B2B - Selling Points

Sales force effectiveness is not about simply automating the process - it also involves connecting process to winning over customers. This is true even in case of B2B sales where winning business customers can bring in huge profits with increased credibility.

Sales Start With Customers

When companies plan for improvement in sales results, they often introduce automation of the process or implement CRM. CRM is useful, but it is not the only solution.

From the customer's perspective, if salespeople are able to satisfy requirements, it can mean great improvement in sales results. To achieve improvement, the value that is given to the customer should be the value that they see.

For customers, there are items that are a must have, some which may be expected but which the product may not have, and some that are unexpected and thus are delighters.

By using Six Sigma tools like VOC to get an understanding of customer needs, companies can provide value that the customer expects, as well as understand and try to provide that which delights them.

Six Sigma DMAIC To Improve Relationships

Six Sigma can directly impact sales results if companies are disciplined in focusing what is of value to customers in the buying process.

It is about understanding the needs of the customer when they make that crucial buying decision.

Define: The define phase involves convincing key customers and stakeholders to work on the project.

The involvement of sales staff, sales managers, the sales support team and service personnel is just as important as key customers. It is imperative to define the focus of the project using a scope diagram, which will guide the team to focus on that specific area.

Rather than a huge project, a specific area or product can be taken for consideration.

Measure: The collection of data from customers is more important in understanding the critical to quality (CTQs) areas in this process.

Customer loyalty has a big impact on sales results and needs to be inferred - and factors that affect it should be understood. Keep in mind and collect data from loyal customers, disloyal as well as prospective ones.

A study of prospective customers helps companies to understand the reasons or factors affecting customer decisions if they have not been converted to sales as well as to understand the effectiveness of salespeople.

An insight into customer responses can be achieved by interviewing salespeople.

Analyze: An analysis using different tools of the responses of customers with that of the feedback received from salespeople can be great help.

Cross-referencing helps determine the root causes affecting sales results.

Improve: This stage involves making improvements to the sales process, like changing a pricing strategy that may be a major factor affecting sales.

It could also involve reorganizing sales functions, as well as training the sales force to improve their skills.

Control: In this stage, changes start showing results - and to sustain them, a review of activities has to be undertaken. This may include analyzing the number of proposals, active leads, customer loyalty, revenue, and profitability achieved with a changing price structure.

This is a bit like going back to the basics - but it proves to be very helpful in improving sales results. The outside-in approach helps bring about sustainable growth.

Tony Jacowski is a quality analyst for The MBA Journal. Aveta Solutions - Six Sigma Online ( ) offers online six sigma training and certification classes for lean six sigma, black belts, green belts, and yellow belts.