Gestión de la fuerza de ventas y su relación con el cumplimiento de objetivos comerciales en el sector industrial gráfico de Guayaquil

Abstract

This research is substantiated by the need to elucidate how sales force management influences the achievement of commercial objectives within the graphic industrial sector of Guayaquil, a key area for the local economy that faces challenges of competitiveness, costs, and customer loyalty. The study aims to provide empirical evidence to strengthen management practices and optimize commercial performance. The general objective was to determine the relationship between sales force management and the fulfillment of commercial objectives. The specific objectives focused on: identifying management practices implemented (training, supervision, incentives, and territory distribution), evaluating the level of achievement of commercial goals (sales, market share, and profitability), and establishing the relationship between these practices and commercial performance. The methodology applied combined quantitative and qualitative approaches, through surveys directed at sales force members and interviews with managers. Indicators of frequency, perception, and performance were analyzed using descriptive and comparative methods. The results reveal that training is valued but applied heterogeneously; supervision and feedback generate motivation but show consistency gaps; incentives contribute to customer loyalty, though not always perceived as fair; and territory distribution is mostly adequate, despite some cases of overlap. Additionally, external factors such as insecurity and supplier dependency were found to affect goal achievement. Sales force management has a positive impact on commercial performance, but requires greater standardization and strengthening to ensure sustainable and homogeneous results in the graphic industrial sector of Guayaquil.