How Can we Improve our Sales Processes?-How Can we Improve our Sales Processes

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Video Summary

Andrew, an international sales and marketing lecturer, argued that sales should be treated as a process, much like manufacturing. He introduced several process-improvement frameworks, especially Lean Six Sigma and its DMAIC model: Define, Measure, Analyse, Improve and Control. His main point was that sales teams often overlook process discipline, even though B2B customers frequently use quality and process languages themselves.<br /><br />He proposed a simple structure for sales work: find, win, deliver, and keep. These phases should be aligned with the customer’s buying journey, not just the seller’s internal departments. He stressed that sales stages often involve decision points rather than a strict linear sequence, since customers may move back and forth.<br /><br />In the DMAIC section, he recommended tools such as mapping the current state, checklists, the 5 Whys, Ishikawa diagrams, Pareto analysis, brainstorming, TRIZ, and poka-yoke (mistake-proofing). He also emphasized the importance of standard work and playbooks, which must be updated regularly.<br /><br />The session concluded with a Q&A on how sales differs from manufacturing, the importance of qualification, feedback, alignment with buying processes, and risk management. Andrew’s core message: good sales performance depends on managing risk, improving process quality, and matching sales actions to customer behavior.

Keywords

sales process

Lean Six Sigma

DMAIC

B2B sales

customer buying journey

process improvement

standard work

sales playbook

risk management