In an increasingly dynamic and competitive sales environment, the continuous updating of professionals in the commercial sector 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 recommended strategies to optimize results and improve customer management is the implementation of CRM (Customer Relationship Management) software. This technology enables more efficient tracking of the sales funnel, allows for personalized 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 order closure, are centralized in one place. This allows the sales team to have a complete view of each customer's purchase history, preferences, and needs, making the service easier and more personalized," explains Nauiack.
In addition to automation and data analysis, personalization in customer service remains one of the essential pillars for commercial success. Adapting the approach to each client'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 such as LinkedIn for strategic interactions and maintaining frequent contact with clients and business partners are actions that strengthen market presence and expand business opportunities.”
The growth 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 revenue exceeded R$200 billion in 2024, with growth over 10%, driven by Artificial Intelligence personalization, which increased sales and customer loyalty. By 2025, ABComm forecasts revenue above R$ 234 billion (+15%), an average ticket of R$ 539.28, and three million new buyers.
“To remain relevant and competitive, sales professionals must continually invest in training and innovation. Refresher 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:
- 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.
