La gestión de las fuerzas de ventas, un estudio exploratorio a través del método Delphi aplicado a las empresas chilenas y propuestas de mejoras

Abstract

Actual organizations face many challenges, and one of the most important is how they manage their sales forces. The aim of this study is to determine the reality of the strategic sales management with a focus on what is done in Chile. The specific objectives are the study of the various key performance indicators that generate increases in sales productivity of firms such as the activity of the salespeople, the role of managers and performance management among others. A prospective study was carried out through the Delphi method with responses from a balanced panel of experts including managers, academics and consultants, and contrasting results by means of a survey of salespeople from different industries in Chile. At the end of the study we deliver multiple suggestions for improvements.