Competências necessárias para os profissionais de venda de uma empresa de comunicação: um estudo de caso

Abstract

Fierce competition has been demanding from organizations new forms to attract, maintain and develop the human element. In the last years, the competition subject has entered the agenda of academic and business discussions, and in this field, the academic finds broad dialog with the world of business. Reflections produced in universities are taken to companies, and the experience in the implementation of projects, has been constant target of academic reflections. The present research had the objective of identify and analyze the necessary skills so that sales professionals can develop their work competitively, done through the strategy of case study. This study proposed to analyze the context that involves sales professionals of a communication vehicle, a reference in broadcasting in the market of the south of the country. The qualitative exploratory approach was used to map the current skills and identify the main desired skills to account executives. Furthermore, sought subsidies to propose improvements in training, aiming the development of identified relevant skills. The data were collected through depth interviews, semi structured with four account executives and three managers of the referred company. The results obtained pointed 36 specific skills for the account executives. From those, 22 were appointed as current competencies and 21 as desired for those professionals. This relation (current skills versus desired skills) resulted in a board of gaps that were discussed in the end of this study. Among the more relevant considerations is the proposal of a management model based in specific skills for the sales department of the researched company. This model can be used also as a replication base for other departments of the company.