SALES APPROACH WITH NEUROLINGUISTIC PROGRAMMING (NLP) IN A PHARMACEUTICAL DISTRIBUTOR OF PIRACICABA-SP

Abstract

This study investigates the theme of Neurolinguistic Programming (NLP) as a guideline for training salespeople regarding the sales approach in B2B (Business to Business). Methodologically, Exploratory Study sought theoretical support in Neuroliguistic Programming (NLP) as well as in marketing and sales. In a second stage, a Descriptive Statistical Study was carried out in the form of a survey with the salespeople of a Pharmaceutical Distributor with a main focus on phyto-drugs, with a target audience of manipulation pharmacies in the city of Piracicaba, with the participation of 21 of them, male and female. , aged 20 to 50 years. Following the guidance of the theory about NLP, three questionnaires were used for data collection: the first, by Goleman (1995), which aimed to identify which salespeople would have characteristics of self-awareness, self-regulation, self-motivation, empathy and social skills. The second questionnaire, by Dalbosco and Trevisol (2019), was used to identify which percentage of salespeople had behavior in the visual, auditory and kinesthetic category.