There are reports of trade in goods 5000 BC It was only in the middle of the last century that the commercialization of goods and services began to be studied in a serious and profound way. At the end of the last century, the concept of relational marketing was born, which is based on the creation of trusting relationships between those who sell and those who buy. It is known that salespeople are a very relevant factor for the implementation and success of relationship marketing strategies. Despite this, the psychosocial criteria, little or nothing has been used in sales strategies, even knowing that it has a strong influence on the operationalization of sales.
The existing Customer Management models are an example of this. These are models that are concerned with the profitability of sales by reducing costs, not considering factors that can boost sales volume and thus increase profitability. They are autopoietic models, they are only focused on the company's cost needs, they do not consider the needs of customers. In the same way, they are mechanistic, in more than fifty years, the models all have the same base, with no practical evolution, except for the improvement of algorithms. These limitations indicate a possible avenue for investigation.
Aware of this limitation, the present investigation aimed to use psychosocial criteria for the construction of strategic sales models. Since negotiation is a constant in the activity of both sellers and buyers, it was in this area that the criterion to be used was sought. Each negotiator has a defined style of conflict management, which is the result of the personality traits of each individual considering their cultural context. Conflict management style is one of the variables that most influences the negotiation process, and is primarily responsible for the behavior of negotiators during the negotiation process.
The results allowed us to conclude that the different combinations of negotiation styles between seller and customers have an influence on the negotiation result, thus validating the proposed model.
Pedro Soares de Mello
Department of Psychology