O processo de vendas complexas no mercado b2b: um estudo sobre a decisão de compra de serviços de consultoria

• Autor(a) principal: Furtado, Dimas Abreu
• Data de Publicação: 2018
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Repositório Institucional da Universidade Federal do Ceará (UFC)
• Texto Completo: http://www.repositorio.ufc.br/handle/riufc/38724
• topic: Vendas Complexas; Mercado B2B; Processo de Compra; Processo de Venda

Sales activities, especially business to business, are complex, requiring a process that assures quality in servisse and products and solutions, being increasingly aligned with the customer's buying process and generating value along the way to the final purchase decision. Describing the complex buying and selling process of the companies and analyzing the differences between what is proposed in theory and the one carried out in practice, focusing on the moment of the customer's purchase decision, the present work aims to identify, in the complex sales process, if there are and what are the limitations between the presentation stage of the solution and the decision of the purchase custumer. Inorder to reach the objective, a theoretical survey on complex sales was carried out and an exploratory and qualitative research was carried out, through interviews, based on a directing script, together with a consulting company from the market of Ceará that operates in the complex sales process and a supermarket company, also from Ceará, that acts in the process of buying complex products.At the end of the present work, results based on the analysis of the interviews, the adaptations of the theory to the practice and the existence of a stage in the process of purchase and sale are indicated that are not foreseen in the theory, but that it is essential that they occur. This is the stage that shows the limitations between the moment of presentation of the solution and the closing of the sale. The study concluded with the hypothesis that this new step not foreseen in the theory may be a regional characteristic of the complex sales process, but that quantitative studies are needed for its testing.