How The 7ps Of Marketing Mix Can Improve Sales In Business


The following is how the 7ps of marketing mix can improve sales in business:

  • Products
  • People
  • Place
  • Price
  • Promotion
  • Process
  • Physical environment

Marketing mix can be defined as the combination of the following factors which a company can use to make consumers to buy it’s products.

Come to think of it. You have a target market you want to sell your products to. Nobody will tell you to do everything legit to bring customers to your shop. You also will want to make it easy for your sales people to make sales both within and outside your shop. This is where marketing mix comes in.

Marketing Mix: Products

Your products should be what everybody will want to put his money. You know as much as I do that the quality of your products should determine whether consumers buy them or not.

For example, if your shop is known to sell high quality products, you will see customers coming to buy from you again and again.

On the other hand, if your shop is reputed for selling inferior or fake products, customers will buy from you.

Therefore, you need to create good products image for your business. You need high quality products to compete in the market place.

Furthermore, you need customers to trust you. Do not forget that every customer wants value for his money.

Marketing Mix: People

People make things happen in business. You need capable and reliable people to make marketing mix work for you. There is also the need to train and develop your employees. When you do that, they should know what to do, when and how to do it.

This is how people component in the marketing mix can help improve sales in business:

  • The shop assistants help customers to sort their needs.
  • Drivers should deliver products to customers in good time
  • The cashier will receive cash from customers
  • Store keeper will receive and keep records of new supplies of stocks
  • Your internal auditor will go round to ensure that employees do the right things.

Everybody in the market wants to sell his products just as you too want to sell. Therefore, you need the combination of the efforts of all your employees to make marketing mix help you to improve sales in your business.

Marketing Mix: Place

Your products should be available from where your target market consumer finds it easiest to shop. Place is an important part of the marketing mix which you need to improve sales in your business. The following are the reasons why the place where you do business is important to customers:

  • Customers want to shop in a pleasant and attractive place
  • They want to improve shopping their experience.
  • Customers like beautiful and attractive sights
  • They like to see changes that should make them happy each time they come to your shop.

For example, if your shop and premises are not well kept, many customers will not like to do business with you.

Therefore, the place where you do business matters a lot to customers.

Marketing Mix: Price

The price of your products should always be seen as representing good value for money.  This does not necessarily mean it should be the cheapest available.

One of the tenets of marketing concept is that customers are usually happy to pay a little more for something that really works well for them.

Therefore, you need to set your prices at level that are neither too high nor too low.  Price is, therefore, one of the most important marketing mixes that should help you to improve sales in your business.

For example, if you set your prices too high, you will scare away some customers. On the other hand, if your prices are too low, you might operate your business at a loss because your customers will leave you.


Business promotion is one of the important tools you need to drive sales to your shop. Advertising, public relations, sales promotion and personal selling are key tools of communication you should use to drive sales to your business.

For example, if you do promote or advertise your business in the manner they would most like to hear, many people will not know that your business or products exist. Related: Advantages Of Advertising Your Business

Furthermore, you can also use social media to promote your business. When you do business promotion, more people will get to know your business. Plus, the more people know your business chances are that you will make more sales and profits.

Marketing Mix: Process

Process here means the way you do your business.  It includes many factors, such as:

  • Ability to meet deadlines
  • Excellent customer service
  • Ease of doing business
  • Trust and honesty
  • Helping customers, when they need help
  • Giving them useful information that should help them
  • Doing what you say you will do and lots more

Physical Environment

Physical environment refers  to availability of basic amenities such as:

  • Good access road
  • Parking slot for customers and employees
  • Light and water
  • Security

Some environments are not good to do business. They are prone to crimes and violence. The above are part of marketing mix which are essential for success in business.

For instance, suppose a customer parks his car in the front of your and somebody makes away with the vehicle. This should be enough to scare away existing and potential customers from coming to your shop.