Modelo de Gestión para Incrementar la Productividad del Área Comercial de una Empresa Importadora y Comercializadora de Herramientas y Sistemas de Bombeo

Abstract

The present research focuses on the design of a commercial management model, based on the Balanced Scorecard, in order to increase the productivity of the commercial area of the company IMPOACE. The model has the purpose of improving the activities, procedures and processes that are handled in the commercial area, emphasizing the sales personnel, which presents high levels of motivation and nonconformity. In the development of the research, the methodology and scope of the Balance Scorecard are structured through the four perspectives (clients, financial, internal processes and training) that are applied to the design of the model for the company. The methodology of the research determines the approach of the mixed study as it covers the quantitative and qualitative perspective, useful to generate effective syntheses for the improvement of the commercial management of the organization. From this methodological structure, the EFQM Excellence Model is shown, which is a questionnaire model specialized in the satisfaction of the internal customer, consequently through this instrument the commercial area was identified as one of the weaknesses of the management. Finally, according to the internal evaluation carried out, it is modeled according to the needs of the company and the commercial area, the Balance Scorecard, which proposes the appropriate strategies to improve the management of sales personnel, establishing different actions, inclusion programs and communication in the decision making, rewards and incentives for the fulfillment of the commercial objectives of the company.