SALES FORCE AS A CUSTOMER ACQUISITION TOOL: PROPOSAL FOR IMPLEMENTATION AT MOTA-ENGIL IN CABINDA
Abstract
This article analyzes the implementation of a structured sales force as a tool for acquiring private-sector clients in Cabinda, focusing on the company Mota-Engil. Considering that the company currently depends on public contracts, diversifying its client portfolio emerges as an essential strategy to reduce risks and ensure sustainable growth. A mixed-methods approach was adopted, integrating quantitative and qualitative data through questionnaires applied to the local population, semi-structured interviews with the Commercial Directorate, and document analysis of reports and sales indicators. The randomly selected sample of 100 respondents made it possible to identify preferences, expectations, and decision-making criteria of private clients, revealing strong demand for quality housing, comfort, full infrastructure, and strategic location, with balanced interest between individual homes and condominiums. Based on the results, the creation of a sales force composed of a manager, supervisors, sales consultants, and administrative support is proposed, trained in prospecting, marketing, negotiation, and customer relations. The implementation schedule includes planning, structuring, training, prospecting, and continuous monitoring. It is concluded that the sales force represents a strategic tool to diversify clients, capture opportunities in the private sector, and reduce exclusive dependence on the State, thus increasing Mota-Engil’s competitiveness and sustainability in Cabinda.
Author Biographies
Docente no Instituto Superior de Ciências da Educação-Cabinda, Angola
Mestranda em Gestão de Empresas pela Faculdade de Economia da Universidade Onze de Novembro.
Professor no Instituto Politécnico de Administração e Gestão de Cabassango-Cabinda, Angola
Mestre em Gestão de Empresas pela Faculdade de Economia da Universidade Onze de Novembro.
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