A IMPORTÂNCIA DOS MICROCOMPROMISSOS NA OTIMIZAÇÃO DO FUNIL DE VENDAS B2B

Leading the customer through the sales funnel is one of the main challenges for companies that seek to increase their revenues and grow in an increasingly competitive environment. Therefore, this project aimed to analyze the importance of micro-commitments in optimizing the sales funnel between sellers and customers of companies in the business-tobusiness market. This is a quantitative survey, using the 5-point LIKERT scale with the purpose of highlighting the importance of micro-commitment throughout the stages of the B2B sales process. Using “Google Forms™” as a tool in professionals in the B2B sales market. On the 117 questionnaires analyzed in this study, 51 (44%) were female and 66 (56%) were male. Among the evaluated items, we had more than 87,28% of salespeople who agreed with the importance of micro-commitment to close deals. About 12,72% of the total disagreed and were indifferent about three main points: the negative impact of asking the customer to commit to excessive responsibility at the beginning of the sale, the commitment's relationship with the sales cycle and the ease of buying, and the relationship between convincing the customer and the decision to change, providing a greater chance of being rejected in the sales process due to lack or low trust between customer and seller. The follow-up of micro-commitments by the sales team enabled a stronger and preferential relationship with the customer and greater chances of closing the sale.