Exploring Sales Training Through a Socioeconomic Stratum: A Case Study of Independent Commercial Advisors at LA UNICA

Abstract

In Peru's direct sales sector, most companies do not provide systematic training for their independent sales consultants. When training is offered, it is often conducted internally without a structured, methodological approach to professional development. Such ad-hoc training sessions frequently fail to achieve desired outcomes, as they do not foster trust or long-term relationships with the contracting organization. In larger firms, such as LA UNICA, training planning tends to be focused on specific variables, often excluding a comprehensive approach for all consultants. This study aimed to explore the relationship between the sales training needs and the socioeconomic status of LA UNICA's independent sales consultants in 2023. This preliminary investigation seeks to inform the design and implementation of tailored training programs based on identified variables. The research employs a dual methodological approach: a case study method is utilized to gain a multifaceted understanding of the phenomenon, while a correlational quantitative approach is employed to examine the relationship between the socioeconomic status of the consultants and their training needs. The results affirm the alternative hypothesis, indicating that as socioeconomic status increases, so do training requirements. Contrary to initial assumptions, findings suggest that LA UNICA should prioritize training efforts towards consultants from higher socioeconomic brackets.