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Abstract(s)
Num mundo cada vez mais digital torna-se fundamental a presença das tecnologias nas atividades dos vendedores, especialmente num mercado altamente competitivo, como o comercial. A forma como os clientes abordam um serviço ou produto é, cada vez mais, exigente devido a todas as acessibilidades que possuem, desde a sua visualização até à compra final e, como tal, é fundamental que os vendedores estejam preparados para atenderem às exigências, sendo crucial a adoção de ferramentas tecnológicas nas atividades laborais.
A transformação digital na gestão comercial, revolucionou a forma de como os vendedores atuam, assim como, a forma como interagem com os clientes, refletindo numa incorporação de tecnologias digitais para aprimorar processos, tais como, o uso de redes sociais, CRM e tecnologias mobile a fim de aprimorar a relação com os clientes e de elevar a eficácia no serviço do vendedor.
Desta forma, o principal objetivo desta investigação baseia-se em entender o impacto da transformação digital nos vendedores e na sua performance face ao uso, necessidade e intensidade das ferramentas digitais e à capacidade de networking que detêm, a fim de compreender a repercussão na prospeção de mercado.
Como tal, elaborou-se uma revisão da literatura com a finalidade de construir um modelo conceptual, do qual as suas respetivas hipóteses remontam essa base na literatura. Em contrapartida, desenvolveu-se um estudo empírico quantitativo, com auxílio de um questionário direcionado a vendedores. De seguida, na análise dos dados obtidos, foram utilizados programas estatísticos devidamente adequados para uma melhor compreensão e interpretação de resultados, tais como o SPSS 24 e o AMOS-SEM 22, com o intuito de apoiarem a validação do modelo conceptual e testar as respetivas hipóteses.
As evidências recolhidas permitiram inferir que, o uso de ferramentas tecnológicas pelos vendedores, apresentam efeitos positivos na forma como atuam no mercado e a forma como se relacionam com os clientes, salientando o uso de redes sociais, como principal ferramenta, face ao CRM e tecnologia mobile, que demonstra uma enorme potencialidade na capacidade de networking, refletindo numa prospeção de mercado.
O estudo que aqui será apresentado é dos primeiros esforços no que respeita à compreensão de várias variáveis nas quais a transformação tecnológica tem com os vendedores, principalmente na avaliação da capacidade de networking, assim como, os seus efeitos na prospeção de mercado.
In an increasingly "digital" world, it is essential for technologies to be integrated into the activities of sales professionals, especially in a highly competitive market such as sales. The way customers engage with a service or product has become increasingly demanding due to the numerous conveniences available, from initial exploration to final purchase. Consequently, it is critical for sales professionals to be prepared to meet these demands, making the adoption of technological tools in their work activities crucial. The digital transformation in sales management has revolutionized how sales professionals operate and interact with customers, leading to the incorporation of digital technologies to enhance processes. This includes the utilization of social media, Customer Relationship Management (CRM) systems, and mobile technologies, all aimed at improving customer relations and increasing the effectiveness of sales services. Thus, the primary objective of this research is to understand the impact of digital transformation on sales professionals and their performance, considering the usage, necessity, and intensity of digital tools, as well as their networking capabilities, to comprehend the implications for market prospecting. To achieve this, a literature review was conducted to construct a conceptual model and formulate hypotheses based on existing literature. In parallel, a quantitative empirical study was developed, utilizing a questionnaire directed at sales professionals. Subsequently, appropriate statistical software, such as SPSS 24 and AMOS-SEM 22, was employed in the data analysis to facilitate a better understanding and interpretation of the results, thereby supporting the validation of the conceptual model and testing the associated hypotheses. The evidence collected suggests that the use of technological tools by sales professionals has a positive impact on their market operations and their relationships with customers, highlighting the use of social media as the primary tool compared to CRM and mobile technology, which demonstrates significant potential in networking capabilities, ultimately reflecting in market prospecting. The study presented represents one of the first efforts to comprehend the various variables associated with technological transformation as they pertain to sales professionals, particularly in assessing networking capabilities and their effects on market prospecting.
In an increasingly "digital" world, it is essential for technologies to be integrated into the activities of sales professionals, especially in a highly competitive market such as sales. The way customers engage with a service or product has become increasingly demanding due to the numerous conveniences available, from initial exploration to final purchase. Consequently, it is critical for sales professionals to be prepared to meet these demands, making the adoption of technological tools in their work activities crucial. The digital transformation in sales management has revolutionized how sales professionals operate and interact with customers, leading to the incorporation of digital technologies to enhance processes. This includes the utilization of social media, Customer Relationship Management (CRM) systems, and mobile technologies, all aimed at improving customer relations and increasing the effectiveness of sales services. Thus, the primary objective of this research is to understand the impact of digital transformation on sales professionals and their performance, considering the usage, necessity, and intensity of digital tools, as well as their networking capabilities, to comprehend the implications for market prospecting. To achieve this, a literature review was conducted to construct a conceptual model and formulate hypotheses based on existing literature. In parallel, a quantitative empirical study was developed, utilizing a questionnaire directed at sales professionals. Subsequently, appropriate statistical software, such as SPSS 24 and AMOS-SEM 22, was employed in the data analysis to facilitate a better understanding and interpretation of the results, thereby supporting the validation of the conceptual model and testing the associated hypotheses. The evidence collected suggests that the use of technological tools by sales professionals has a positive impact on their market operations and their relationships with customers, highlighting the use of social media as the primary tool compared to CRM and mobile technology, which demonstrates significant potential in networking capabilities, ultimately reflecting in market prospecting. The study presented represents one of the first efforts to comprehend the various variables associated with technological transformation as they pertain to sales professionals, particularly in assessing networking capabilities and their effects on market prospecting.
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Keywords
Transformação digital Redes sociais Tecnologia mobile CRM Networking Prospeção de mercado Digital transformation Market prospecting Social media Mobile technology