SixSigma in Marketing?

We can all agree that the sales and marketing process is a production process - it produces sales which increases a company's revenue.

But how do you use SixSigma to add value for your customers throughout the sales and marketing process?

....and how does this add value to your customers?

According to Six Sigma and Lean, you first have to understand how the customer defines value.

There are two glaringly obvious things that prevent a company from improving their sales and marketing process:

* Ignorance of Process
* Ignorance of Customer Value

How many marketers (or sales people for that matter), think in terms of value for the customer in their decision making process?

For example, if you are a marketer, do you think of the value your brand awareness campaign will create for the customer? Probably not, you are more concerned with achieving your company goals.

You've got to start thinking in terms of "quantifiable returns" for your customer.

Stop thinking in terms of what is good for the company and instead focus on adding value to the customer. Instead of having your sales people focus on prospecting for business, making sales calls and closing deals, they should strive to demonstrate how your company can create value for the customer.

Customers only make purchases when you can prove that you will add value to them and their company. They make decisions on what is best for their company, not yours....so your sales people should think in those terms, as well. With information so readily available, customers can choose any of your competitors. Make sure they choose yours.

In order to improve a sales process you've got to define the value you can provide the customer.

Although most sales and marketing folks will not see Six Sigma as applicable to what they do, a well trained Six Sigma professional can approach the process and make important changes to shorten the sales cycle.