In an increasingly dynamic and competitive sales landscape, constant updating of sales professionals has become a decisive factor for success. The sector requires in-depth knowledge about products, market trends, and effective negotiation techniques to stand out against the competition.
One of the main recommended strategies to optimize results and improve customer management is the implementation of CRM (Customer Relationship Management) software. This technology allows more efficient tracking of the sales funnel, enables service personalization, and contributes to customer retention.
According to Paulo Nauiack, president of the Regional Council of Commercial Representatives of Paraná (CORE-PR), customer relationship management is one of the main benefits that sales CRM brings to industries. “With this tool, all customer interactions, from the first contact to order closing, are centralized in one place. This allows the sales team to have a complete view of each customer’s purchase history, preferences, and needs, facilitating service and making it more personalized,” explains Nauiack.
In addition to automation and data analysis, service personalization remains one of the essential pillars for commercial success. Adapting the approach to each customer’s specific needs creates a closer relationship and builds trust, resulting in higher sales conversion. According to a PwC study (2024), 73% of consumers consider the shopping experience as important as the quality of the product or service offered.
Another crucial point for professionals in the field, according to Nauiack, is the development of effective networking: ‘Participating in industry events, using platforms like LinkedIn for strategic interactions, and maintaining frequent contact with customers and business partners are actions that strengthen market presence and expand business opportunities.’
The advancement of e-commerce and the digital environment has also significantly impacted the performance of sales representatives. With the growth of online sales, understanding and applying relationship marketing and inbound sales strategies has become indispensable.
Brazilian e-commerce revenue exceeded R$ 200 billion in 2024, with growth exceeding 10%, driven by Artificial Intelligence personalization, which increased sales and loyalty. For 2025, ABComm projects revenue above R$ 234 billion (+15%), an average ticket of R$ 539.28, and three million new buyers.
“To remain relevant and competitive, sales professionals must continuously invest in training and innovation. Refresher courses, training on new technological tools, and staying updated with industry trends are differentiators that ensure growth and prominence in the market,” says the president of CORE-PR.
Tips and strategies for sales professionals:
- Competition in the commercial representation sector requires constant updating on products, market trends, and sales techniques.
- Some recommended practices include using CRM for customer management, personalized service, and developing effective networking.
- Adaptation to the digital environment and e-commerce becomes essential, with emphasis on relationship marketing and customer retention.
