Essential strategies for the sales representative to stand out in the competitive market

In an increasingly dynamic and competitive sales scenario, the constant updating of commercial professionals has become a decisive factor for success.The sector requires in-depth knowledge of products, market trends and effective negotiation techniques to stand out from the competition.

One of the main strategies recommended to optimize results and improve customer management is the implementation of CRM (Customer Relationship Management) software. This technology allows a more efficient monitoring of the sales funnel, enables the customization of service and contributes to customer loyalty.

According to Paulo Nauiack, president of the Regional Council of Commercial Representatives of Parana (CORE-PR), customer relationship management is one of the main benefits that sales CRM brings to industries. “With this tool, all interactions with customers, from the first contact to the closing of an order, are centralized in one place. This allows the sales team to have a complete view of the purchase history, preferences and needs of each customer, facilitating service and making it more personalized”, explains Nauiack.

In addition to automation and data analysis, personalization in service remains one of the essential pillars for commercial success. Adapting the approach to the specific needs of each customer creates a closer relationship and generates trust, resulting in greater sales conversion. According to a study by PwC (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 area, according to Nauiack, is the development of effective networking: “Participating in industry events, using platforms such as LinkedIn for strategic interactions and maintaining frequent contact with customers and business partners are actions that strengthen the presence in the market and expand business opportunities”

The advancement of e-commerce and the digital environment has also significantly impacted the performance of representatives . With the growth of online sales, understanding and applying relationship marketing strategies and inbound sales has become indispensable. 

Brazilian e-commerce earned more than R$ 200 billion in 2024, with growth exceeding 10%, driven by customization by Artificial Intelligence, which increased sales and loyalty.For 2025, ABComm foresees revenues above R$ 234 billion (+15%), average ticket of R$ 539.28 and three million new buyers.

“To remain relevant and competitive, the sales professional must continuously invest in training and innovation. Upgrade courses, training in new technological tools and monitoring of industry trends are differentials 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 best practices include using CRM for customer management, personalizing customer service, and developing effective networking.
• Adapting to the digital environment and e-commerce becomes essential, with an emphasis on relationship marketing and customer loyalty.