FROM "SELL-IN" TO "SELL-OUT": THE EVOLUTION OF THE SALES REPRESENTATIVE TO BUSINESS CONSULTANT
Distribution channels have been undergoing transformations that highlight the limitations of the traditional sell-in sales model, centered on large negotiations with intermediaries. This model has lost effectiveness because it does not reflect the dynamics of final consumption. Given this context, the article analyzes the transition from sell-in to sell-out and its implications for the evolution of the sales representative and the repositioning of the distributor as a strategic partner of the retailer. The research is qualitative, exploratory, and descriptive, based on a literature review. The results indicate that sell-out and trade marketing favor integration, inventory turnover, and competitiveness in the channels.
FROM "SELL-IN" TO "SELL-OUT": THE EVOLUTION OF THE SALES REPRESENTATIVE TO BUSINESS CONSULTANT
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DOI: https://doi.org/10.22533/at.ed.8208162614017
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Palavras-chave: Sell-in; Sell-out; Trade Marketing; Sales representative; Distribution channels.
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Keywords: Sell-in; Sell-out; Trade Marketing; Sales representative; Distribution channels.
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Abstract:
Distribution channels have been undergoing transformations that highlight the limitations of the traditional sell-in sales model, centered on large negotiations with intermediaries. This model has lost effectiveness because it does not reflect the dynamics of final consumption. Given this context, the article analyzes the transition from sell-in to sell-out and its implications for the evolution of the sales representative and the repositioning of the distributor as a strategic partner of the retailer. The research is qualitative, exploratory, and descriptive, based on a literature review. The results indicate that sell-out and trade marketing favor integration, inventory turnover, and competitiveness in the channels.
- Alcides Brandão dos Santos Júnior
