In an increasingly dynamic and competitive sales environment, the constant updating of professionals in the commercial area 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 strategies recommended to optimize results and improve customer management is the implementation of CRM (Customer Relationship Management) software. This technology allows for more efficient tracking 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 Paraná (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 a single place. This allows the sales team to have a complete view of the purchase history, preferences and needs of each client, facilitating service and making it more personalized, explain 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 client creates a closer relationship and generates trust, resulting in higher 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 field, according to Nauiack,is the development of effective networking: "Participate in industry events, using platforms like LinkedIn for strategic interactions and maintaining frequent contact with clients 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 role of representatives . With the growth of online sales, understanding and applying relationship marketing and inbound sales strategies has become essential.
Brazilian e-commerce generated more than R$ 200 billion in 2024, with growth exceeding 10%, driven by Artificial Intelligence personalization, that increased sales and loyalty. For 2025, ABComm forecasts revenue 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. Update courses, training in new technological tools and monitoring industry trends are differentiators that ensure growth and prominence in the market, says the president of CORE-PR
Tips and strategies for sales professionals:
- The competition in the commercial representation sector requires constant updates on products, market trends and sales techniques
- Some best practices include the use of CRM for customer management, personalization in service and development of effective networking
- Adapting to the digital environment and e-commerce becomes essential, with an emphasis on relationship marketing and customer loyalty
