Comparative study on sales management in Latin America: the case of Paraguay

Proceedings of The 10th International Conference on Opportunities and Challenges in Management, Economics and Accounting

Year: 2023



Comparative study on sales management in Latin America: the case of Paraguay

Raúl Marcelo Ferrer Dávalos




forces and the implications that such management has on their performance. The objective of this exploratory study was to determine the current state of sales management in Paraguayan companies in comparison with other Latin American countries, seeking to understand which are the drivers that generate sales increases, such as the commercial system used, the focus on customer satisfaction, and the sales performance obtained by the companies participating in this study. For data collection, a closed survey was applied to members of senior management and executives of 1,300 companies from a total of 10 countries in the region, these being companies from various sectors, including financial services, banking, telecommunications, mass consumption, pharmaceuticals, retail channels, construction, and others, where 46.58% correspond to the B2B sales model, 39.97% to B2C sales, and 13.45% to other sales models. Among the most relevant results, it is highlighted that the ability to manage customer relationships is a key factor for commercial and sales management, as is communication and cooperation between the marketing and sales departments within companies. The customer relationship management strategy is meeting the objectives of the companies according to the performance observed in different aspects related to this factor.

keywords: customer relations, customer satisfaction, increase in sales, performance, sales force