THE CHALLENGES OF INTERNAL COMMUNICATION AS SALES GOALS: AN EXPLORATORY STUDY WITH SELLERS

Abstract

The article addresses the relevance of internal communication in the context of the sales area and investigates the internal communication process in companies. The objective of the research is to analyze the perception of salespeople from a small town in the interior of Paraná about the internal communication process focused on sales. The study used a questionnaire, a quantitative approach, and non-probability sampling. The results indicated that employees recognize the need for improvements in internal communication and consider the subject important; 84% agree that sales communication channels are effective; 82%, in turn, believe they can be improved; 72% frequently receive information from internal communications; for 79%, internal communications are relevant; 68% participated in discussion groups on the subject; 82% say that internal communications are important to keep employees informed about the company's actions, mission, vision, and values; 79% say the company's messages are clear and understandable; for 71%, there is sometimes information noise; 86%  believe that  communications are a strategic tool to comply with the interests of employees and the company; and 78% say they motivate employees to commit to the company. As a contribution, the findings highlight the need for investment in internal communication strategies in the sales area, aiming to improve the flow of information and strengthen employee engagement, which can positively impact organizational results.