Análisis del proceso de venta para la rentabilidad de la microempresa LIDERFA en Manta.

Abstract

The main objective of this article was to analyze the sales process in the company LIDERFA and the impact it has on the company's profitability. The methodology was descriptive research, with a quantitative approach and non- experimental design. The population was represented by the personnel working in the company under study and a convenience sample of 20 employees from the sales area was used. Among the main results, it was found that the company does not have a clear and defined sales process that is known to all the personnel in the area, which affects the company's sales. LIDERFA is proposed a sales process represented in seven steps or phases suggested by Kotler & Armstrong, these being the search for prospects, pre- approach, approach, presentation and demonstration, handling objections, closing and follow-up. These steps offer the company the opportunity to strengthen the sales team and guarantee a sales process that in turn contributes to the profitability of the company, understanding it as fundamental to achieve the goals and objectives established by management, considering the current competitive markets where knowledge of the internal and external environment is the force that can mean the success of an organization.