Da apresentação à conversão: proposta de processo comercial para captação de clientes corporativos na empresa Module - Construção Modular

Abstract

This research presents a proposed sales process to attract corporate clients in the modular construction sector for the company Module - Construção Modular. The applied qualitative research method was based on a case study and used to explore commercial practices. Suggestions were made regarding the use of the Redcake CRM. Priority Ideal Customer Profiles (ICPs) were identified (real estate developers, construction companies, industries/logistics, and public agencies), an eight-phase sales funnel, action scripts for follow-up and prospecting, key performance indicators (KPIs), and governance routines were developed. Furthermore, B2B marketing strategies (LinkedIn, email sequences, cold calling, participation in trade shows), standardization of sales proposals, discount policies, and formalization of post-sales service with loyalty programs were suggested. Expected results: more predictable sales, shorter negotiation cycle, higher conversion rate, and strengthened customer retention. The results of the overall analysis supported the conclusion that this structured approach to business processes, along with the disciplined use of CRM and effective market education around the modular model, can provide a sustainable competitive advantage for the organization.