On the last 12th, IBGE (Brazilian Institute of Geography and Statistics) released the results of the Monthly Trade Survey (PMC) with data showing the growth of the Brazilian retail sector in July, totaling 5.1% from January to July 2024. The number is higher than the recorded cumulative for the last 12 months, which was 3.7%. Trade contributed 368,000 new jobs more than were offered in the previous quarter.
In addition to encouraging data, commerce also benefits from festivities that boost the country in the second half of the year, requiring extra and skilled labor to meet the increased number of shoppers. A survey conducted by the Brazilian Association of Temporary Work (Asserttem) projects a 6% increase in hiring until September, compared to the same period in 2023, which means the opening of approximately 645,000 temporary job positions. Trade accounts for 15% of that total.
According to Flavia Mardegan, a sales and strategic commercial planning specialist, it is a misconception to believe that a good salesperson is born ready. And also those who think that temporary hires do not require criteria in the selection process.Selling is not an innate gift, as many think. "Much preparation and proper training are necessary for a person to become a successful salesperson and win clients," he states. Flavia has also just released her newest book, "Sales: Science or Intuition?", by Gente Publishing, which is considered a true guide for salespeople, managers, and entrepreneurs. I created and tested a methodology that has been approved by thousands of my mentees. I talk about strategic concepts and give valuable tips for achieving excellence in the sector.
For Mardegan, the true salesperson needs studies and training to be able to stand out in the field. And even if the hiring is temporary, some precautions must be taken so that the effect is not the opposite of what is expected. It's no use thinking that someone being extroverted and friendly will know how to sell. It's not about that. It's about them understanding what the sales process means, their role in this process, and what they need to deliver to the customer. And, often, it's in temporary hires that we find people with this willingness to learn and grow.
In Brazil, the sales force is made up of approximately 3.5 million salespeople, according to data from ABEVD – Brazilian Association of Direct Sales Companies. Data from a survey conducted by Salesforce in 2023 shows that 69% of Brazilian salespeople claim that selling is more challenging than ever.
"This challenging environment requires multiple skills, from building effective processes to applying referral marketing techniques and understanding biological patterns that influence consumer behavior. In other words, it is necessary to have knowledge not only of the product being sold but also of the competition and how to relate to colleagues and clients. With investment in learning, anyone can become a successful salesperson," concludes Flavia.
Insights and practical strategies from experts like Mardegan help drive results, making retailers and salespeople better prepared to face challenges and seize opportunities in the world of sales.
