From salesperson to relationship manager: training gaps and strategic intervention for commercial organizations

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Published: 2026-06-30

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Héctor Andrés Canossa Montes de Oca
Universidad Nacional, Costa Rica
Costa Rica
https://orcid.org/0000-0003-0952-3193
Arnoldo José Martínez Solís
Universidad Nacional, Costa Rica
Costa Rica
https://orcid.org/0009-0008-0162-2545
Vol. 30 No. 1 (2026), Monograph june 2026. Marketing Education and the Emergence of New Professions, pages 39-57

DOI:

https://doi.org/10.17979/redma.2026.30.1.13213
Submitted: 2026-02-19 Published: 2026-06-30
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Abstract

The purpose of this research is to analyse the salesperson profile and design strategies to optimize relational sales management in commercial companies. The study uses a quantitative, descriptive, non-experimental, cross-sectional design and bivariate analysis based on non-parametric testing. A structured questionnaire with validated scales (Cronbach’s alphas 0.889-0.976) was administered to a purposive sample of 113 salespeople from Guanacaste, Costa Rica. The results reveal a gap between high self-perception in attitudinal attributes (mean 4.19) and lower self-perception of administrative competencies (3.74), limited knowledge of formal sales models (means 2.19-2.65), and low adoption of CRM systems (13.3%). The non-parametric tests showed significant associations between training frequency and technical knowledge. Based on these findings, the article proposes a four-stage strategic plan, including indicators and measurement instruments.


 

Keywords:

sales management, relationship marketing, salesperson profile, sales skills, strategic planning, relationship management

Article Details

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