Abstract
One of the industries that contribute a greater proportion to the GDP in Mexico is the automotive industry, which is why it is one of the engines of the National economy. Given the diversity of brands that compete in the market, differentiation is a very important element, however it is necessary to adapt to consumer preferences and know how to communicate it. In this sense, the sales staff of the automotive marketer is responsible for identifying the needs of the potential customer and convincing him about the purchase. The objective of this research is to analyze the seller's profile using the MORACH feedback model, to identify the critical variables for successful sales, as well as the areas of opportunity for the sales force. It is analyzed by applying the MORACH model and the 360 ° Assessment. The main contribution is to provide the identification of critical factors in times of crisis, such as that caused by COVID-19.
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