ANÁLISE DAS TÉCNICAS DE VENDAS NO COMÉRCIO VAREJISTA DE NAVIRAÍ-MS

Abstract

This study investigates the sales processes used in local businesses in Naviraí, MS, considering the context of increasing competition with online commerce. The research sought to understand how salespeople apply sales techniques from the initial approach to the closing. The methodology was qualitative and descriptive, based on observations of 17 companies in the clothing, paint, and vehicle sectors. The results revealed that real proof (65%) and consultative selling (53%) are the most applied techniques, followed by storytelling (29%) and rapport (24%). It was observed that medium-sized companies have greater technical mastery and commercial performance, while small companies lack standardization and training. The results indicate the need for training the sales force of the retail trade in Naviraí/MS. New studies encompassing other companies, as well as interviews and questionnaires with customers, can expand the literature and offer subsidies for the development of good commercial practices in local retail.