Analysis of sales techniques from the perspective of entrepreneurship in MSMEs (MIPYMEs)

This study analyzes and evaluates sales techniques from the perspective of entrepreneurship in micro, small and medium-sized enterprises (MSMEs) with the objective of identifying effective strategies to improve their competitiveness and commercial performance. Critical to economic development and employment generation, MSMEs face significant challenges, including limited resources and intense competition. The research focuses on traditional and digital sales techniques, highlighting the importance of innovation and entrepreneurship. A quantitative and documentary methodology was used to collect and analyze data from 40 MSMEs. The results indicate that digital techniques, such as social media marketing and e-commerce, have surpassed traditional techniques, such as print advertising and direct sales, in effectiveness. MSMEs that adopt an entrepreneurial and flexible approach show better business performance and higher customer satisfaction. Ongoing training and the use of emerging technologies are crucial to the successful implementation of current sales strategies. However, MSMEs face barriers such as resistance to change and scarcity of financial resources. To overcome these challenges, it is recommended to encourage innovation, invest in staff training, and optimize available resources.