A relação entre satisfação do vendedor direto e performance em vendas : proposição de recomendações para melhoria de resultado através da análise da satisfação da força de vendas.

Abstract

The companies have been looking for ways to influence sellers’ performance. In this context, the study aimed to propose recommendations that influence positively the sellers’ performance, from the analysis of the sales strength satisfaction. Data collect of the search occurred by means of the using of the critical incident technique, in a qualitative phase and then the results gave rise to a questionnaire. This questionnaire was used to collect data in the quantitative phase, about the sellers’ satisfaction. In the quantitative phase were questioned 175 direct sellers who work in the sales strength of the FN Joias company. A variance analysis was performed where it was noticed that the sellers were divided into five groups according to their performances, show significant differences in two segmentation variables schooling and sales experience. The structure of the satisfaction survey was arranged for 20 variables and five dimensions of satisfaction, which remained after the application of factor analysis with varimax rotation with Kaiser normalization. The result of factor analysis explained 73.71% of direct sellers satisfaction through five factors confirmed. Cluster analysis was applied which resulted in the formation of two clusters with significant differences, concerning the satisfaction. After analysis of the data, it is concluded there is a relation between the sellers’ satisfaction and their sales performance, sellers more satisfied get higher performance. To improve outcomes the enterprise should segmental the market in order to recruit and select sellers that have higher educational levels and higher sales experience regarding the variables of segmentation. Regarding the sellers’ satisfaction the enterprise should look up stocks that improve the payment deadlines, the product availability, the product quality, the remuneration and the treatment because these factors determine the customers’ satisfaction and the satisfaction improves the performance. Keywords: Sellers;