ANALYSIS OF SALES TECHNIQUES IN THE RETAIL TRADE OF NAVIRAÍ-MS

Abstract

This study investigates the sales processes used in local businesses in Naviraí-MS, considering the context of increasing competition with e-commerce. The research sought to understand how salespeople apply sales techniques from the initial approach to the closing. The methodology was qualitative and descriptive, based on observations of 17 companies in the clothing, paint, and vehicle sectors. The results revealed that "social proof" (65%) and consultative selling (53%) are the most applied techniques, followed by storytelling (29%) and rapport (24%). It was observed that medium-sized companies exhibit greater technical mastery and commercial performance, while small businesses lack standardization and training. The findings indicate a need for sales force training in the retail trade of Naviraí/MS. New studies covering other companies, as well as interviews and questionnaires with customers, may expand the literature and provide insights for the development of good commercial practices in local retail.