Commercial Model to Increase Sales through Mixed Methodologies in an Automotive Retailer

Farfan-Pena H.; Guibovich-Jara M.; Quiroz-Flores J.C.; Flores-Perez A. · ACM International Conference Proceeding Series (2023) · DOI: 10.1145/3587889.3588205

Resumen

In recent years, the digital channel of companies in the automotive retail industry has experienced considerable growth, reflected in the percentage of sales of this channel with respect to total sales. Therefore, companies that are not aligned with this growth, are those that have inefficiencies in their processes of attention to leads. Processes that consist of different procedures and essential operations that are not considered, nor are they applied efficiently, ignoring the magnitude of the impact on the company's sales. This research focuses on analyzing 4 tools to obtain a new commercial model that optimizes and improves the low conversion of leads into sales, due to inefficient lead handling processes, identified as the main problems within the company studied. The model makes use of tools such as: demand management based on Forecasting, optimization of the process as such through BPM, improvement of the CRM database through Poka Yoke, and improvement of salespeople skills under a profile standardization approach, resulting in a 15.73% improvement in the company's net profit, providing an effective commercial model with the capacity to be replicated in other companies.

Instituciones: Universidad de Lima