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Estrategias comerciales para incrementar la cartera de clientes de la compañía tecdiar en la Ciudad de Guayaquil

Abstract:

The main objective of this work is to develop commercial strategies applicable to the TECDIAR company, which is dedicated to managing real estate, all this with the purpose of attracting more customers to increase its portfolio and position its brand in the vertical management market of buildings All this focused on the city of Guayaquil, where the company manages several buildings, but has the possibility of managing many more. Its main problem is the lack of commercial strategies to increase its client portfolio and poor preparation of the sales force. Therefore, through a qualitative methodology with descriptive method and application of respondents addressed to the company's customers, it was determined that the company has the potential to increase its positioning due to good customer service and good services offered. Therefore, as a proposal, the training of the sales force, the establishment of strategic relationships with suppliers and the performance of digital marketing were established. The financial evaluation was positive with an IRR of 24% and an NPV of USD 105,792