In the article “seven sigma selling” by Neil Mahoney, the author outlines seven suggestions derived from practical experience that can assist sellers in maximizing their time. This is with an intention of helping sellers to efficiently use their selling time. This paper therefore gives a summary of these tips as suggested by Mahoney.
The first step in maximizing a seller’s time according to the author is laying priorities in the seller’s prospects. Since every market has a variety of prospects, it is important according to the author for the salesperson to concentrate on the most important ones only. Once the sales person prioritizes his prospects wrongly, there would be a resultant waste of time in selling. Secondly, the author suggests that it is important for the sales people to pay more attention to the significant group of users of their products. This will assist them in enhancing awareness of the products they are trying to market. Also, the article claims that it is very necessary for the sales people to embrace all prospective buyers. Both the distributors and consumers of the products should be regarded as viewpoints of selling their products. This, according to the author can be done by identifying their various needs which will help raise the sales. Consequently, the author advices the sales people to put to consideration all associated markets where they can compete in selling their products. This will enable them appeal to a wider range of prospective buyers.
According to the author, sales people should concentrate more on the larger benefit they will accrue in selling their products. Focus and emphasis should be put in regions where greater sales can be realized with less competition, rather than areas with higher competitive advantage. The author also suggests that in order to maximize their time, sales people need to establish tight relationships with their customers. This, according to him will assist them in gaining loyalty from the customers in terms of using their brands. Lastly, the author advises the sales people on the need to be prompt in responding to the wants and requests from the consumers. This, he terms as a valuable aspect on the part of the consumers and which is easy to adopt according to him.
How is the article related to professional selling?
One can easily establish how the article relates to professional selling by seeking answers to the following marketing questions from the article.
What is the importance of strong customer relationships in selling?
According to the article, it is important for sellers to establish a strong relationship with the consumers of their products in order to gain loyalty from them. Just like in professional selling, loyalty from customers is deemed very vital in achieving great sales.
What is the significance of integrating the needs of all prospective buyers in marketing?
In professional selling, it is important to consider the needs of all prospective buyers when marketing products. In the same line, the article advises the sellers not to despise any players in the market. The article emphasizes on the need to consider both the distributors and consumers in their selling plans.
Which is more important between advantage and competition?
In answering this question, the article advises sellers on the need to establish what they really need to focus on. In the article, sales people are encouraged to focus on areas where they can achieve higher sales, instead of areas in which they have a large competitive advantage which may not be useful to them.
Mahoney, N. (2011). Seven Sigma selling: seven tips to help sales people maximize their valuable time. Retrieved from: