Estrategias de ventas para emprendedores Pymes

Sales are a fundamental activity for small and medium-sized enterprises (SMEs) as they involve the commercial exchange of a product or service for economic compensation. This process is based on a prior agreement between the seller and the buyer and is essential for generating income, establishing relationships with customers, and ensuring business sustainability in a competitive market. The research aimed to describe sales strategies for SME entrepreneurs. A qualitative, descriptive literature review methodology was employed. Fifty scientific articles were included in the results, with an inclusion period from 2016 to 2024. The main findings of the review indicate that entrepreneurs should adopt sales strategies such as: knowing the customer, convincing the customer, creating value for the product, forecasting and planning sales, digital marketing, and adaptation and digitalization. Through the analysis of various studies, a comprehensive view is provided on how entrepreneurs can optimize their sales practices to maximize their success.