Professor Robert Ebo Hinson, a distinguished Sales and Marketing Consultant and Africa’s leading Marketing Scholar, has urged the Sales and Marketing Team of Omni Diagnostics to cultivate service excellence as a foundational driver of sales performance and revenue growth.
Speaking at a recent executive training session, Professor Hinson drew from his over 30-year sales journey—ranging from selling White Westinghouse appliances, to advertising solutions, to executive education programmes—to share practical insights on elevating personal and team performance in today’s competitive marketplace.
“Superstar salespeople maintain a hungry, inquisitive outlook,” Professor Hinson emphasized. “They challenge themselves to adopt new behaviours that foster customer delight, understand evolving customer needs, and continuously upgrade their product knowledge to provide relevant solutions.”
He outlined key principles that define high-performing sales professionals, including:
- Listening actively to understand client concerns and crafting appropriate solutions;
- Treating each customer as an individual and owning their problems with empathy and urgency;
- Acting as internal advocates for customers within Omni Diagnostics;
- Educating customers about the full spectrum of the company’s offerings;
- Recommending cost-effective, value-driven solutions to support customer decision-making.
Professor Hinson also reminded participants that personal selling is fundamentally a person-to-person communication process, in which the salesperson seeks to influence buying decisions in favour of their company’s offerings. To this end, he urged the Omni Diagnostics team to develop superior interpersonal skills, become customer needs experts, and critically assess how their work connects to broader organisational goals.
“Sales professionals must build a big-picture mentality,” he advised, “and consistently balance the needs of the customer with those of the organisation. Learn from past experiences, plan for future scenarios, and position sales and marketing as central to business transformation.”
To provoke deeper introspection and growth, Professor Hinson challenged participants to ask themselves:
- “Do I truly have passion for what I do?”
- “Where does the customer rank in my daily thinking?”
- “Can I speak intelligently about every product I’m responsible for?”
- “Am I equipped to handle all product-related questions from customers?”
He concluded by stating that super sales performers are those who:
- Drive profitability while meeting revenue targets;
- Improve customer retention and reduce churn;
- Increase product adoption across customer segments;
- Build loyalty and brand trust through value-based selling.
Omni Diagnostics Limited, a member of the Omni Group, is dedicated to delivering top-tier laboratory services with a strong commitment to accuracy and reliability. The company ensures quality through rigorous internal controls including equipment calibration, reagent verification, proficiency testing, and participation in external quality assessment schemes.
This executive session forms part of a broader advisory, consulting, and training engagement that Professor Hinson is undertaking across the Omni Group to strengthen performance, embed a customer-centric culture, and accelerate organisational growth.
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