The Theory Of Constraints applied to Sales

Some companies experience periods of low activity, and one often hears the statement: “The constraint is in the market.”

This assertion is frequently seen as an unavoidable reality. Yet in many cases, internal levers can be activated to overcome this constraint and reignite growth.

In this exclusive webinar, Philip Marris and Etienne Lecerf will present how the Theory of Constraints can be applied to sales to increase revenues, particularly in industries characterized by a high diversity of products.

Through practical examples, they will share key principles, best practices, and simple solutions that help organizations sell more—even in markets perceived as limited.

This perspective is grounded in the lessons learned from numerous engagements conducted by Marris Consulting over the past twenty years across a wide range of industries.

In B2B sectors with a high product/customer mix, sales teams often face a paradox: a multitude of opportunities, but too little time, focus, and operational alignment to convert them.

When the constraint is in the market, the actions must focus on how to sell more, so part of the work falls on the sales teams. And while one of the reflexes for selling more is to seek out new customers, we will show you in this webinar that there are very often untapped hidden sources of growth among existing customers.

This webinar aims to show you how to uncover these opportunities and how to exploit them by using the Theory of Constraints and, in particular, its improvement process, the "5 Focusing Steps," to identify, address, and even eliminate sales bottlenecks, in order to sell more and more effectively.

However, it would be misleading to think that the responsibility for selling more only falls to sales departments. The webinar also addresses the joint responsibility of sales and operations to increase revenue. Indeed, it is crucial to align commercial promises and operational realities to ensure optimal customer satisfaction, both in the proposed offering and in operational performance of delivery times and product quality.

About Philip Marris

Philip started his Theory Of Constraints journey in 1986 when he joined Creative Output and worked with Eliyahu Goldratt, the founder of TOC and author of the worldwide bestseller “The Goal”. In 1994 he wrote a bestselling TOC textbook in French.

He is also a recognized Lean expert and combines Lean (Manufacturing/Engineering/Management) with TOC. He founded Marris Consulting based in Paris France in 2005.

Half their business is outside of France in Europe and the rest of the world. He is bilingual and bi-cultural French/English. He is very active in the TOC community. He has implemented TOC over 360 times in over 30 countries. His clients include: Altho Brets, Air France, ArcelorMittal, Armée de l’Air et de l’Espace, Ariane Group, Cargill, Charalambides Christis, Danone, Embraer, Espri Restauration, GSK, Heineken, LDC, Lili’s Brownies, Louis Dreyfus, Malteries Soufflet, McDonald's, Procter & Gamble, Pyrex, Rolex, Safran, Siemens, SNCF, SKF, Thales and Yves Rocher, Zodiac Aerospace.

About Etienne Lecerf

Etienne Lecerf is Managing Consultant at Marris Consulting, based in Paris, and has been working alongside Philip Marris for over ten years.

Drawing on the Theory of Constraints, Lean, and industrial engineering, he has led numerous transformation projects in both project-driven and manufacturing environments, in France and internationally — including Saudi Arabia, Spain, Poland, Mexico, the United Kingdom, the Czech Republic, Germany, and Burkina Faso.

A graduate in industrial and mechanical engineering from Arts et Métiers ParisTech, he has supported leading industrial companies in improving their operational performance.

His work spans a wide range of industries such as aerospace, oil & gas, medical devices, software development and IT integration, Defence, rail transport, mining, and more...

Webinar FR - How to sell more with TOC in High Mix Low Volume industries