Vendedor ideal em tempos digitais: consultor ou facilitador?
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Resumo
Objetivo: analisar o papel do vendedor diante do avanço das plataformas digitais independentes − que oferecem comparações de produtos e informações.
Estado da arte: a digitalização tem transformado a forma como consumidores interagem com produtos e serviços, desafiando abordagens baseadas em relacionamento e troca intensiva de informações com vendedores.
Originalidade: o artigo integra diferentes perspectivas sobre o comportamento do consumidor na era digital e propõe caminhos para manter a relevância da função de vendas. A aplicação do conceito de desacoplamento da cadeia de valor do cliente às atividades de vendas representa uma contribuição original ao campo de gestão comercial.
Impactos: as conclusões orientam empresas a estruturar abordagens de vendas alinhadas ao perfil e ao nível de autonomia dos clientes no ambiente digital. O estudo propõe uma matriz com quatro tipos de abordagem, o que permite maior personalização do processo de vendas conforme o nível de informação e suporte necessário em cada situação.
ODS: 8 – Trabalho decente e crescimento econômico; 9 – Indústria, inovação e infraestrutura; 12 – Consumo e produção responsáveis.
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