SALES STRATEGIES IN CUSTOMER SERVICE AND PEOPLE MANAGEMENT: A LITERATURE REVIEW

Abstract

The increasingly competitive environment requires companies to adopt effective sales strategies, especially in customer service and commercial management. This study aims to analyze, in light of the literature, sales strategies in customer service and management practices related to goal achievement. This is a qualitative, bibliographic study, characterized as a narrative review. The results indicate that service quality, relationship marketing, and leadership practices based on recognition, feedback, and training contribute to commercial performance. It is concluded that the integration of these strategies favors more consistent and sustainable organizational results.