Abstract
For the present work, the authors intend to demonstrate how the dramatic expression activity, based on modern theatre, may work as a lever in the commercial technician's relationship with their customers. This work uses the case study to understand the phenomenon of motivation in commercial technicians working in the automotive sector. From the behavioral analysis, a proximity relationship is observed between dramatic expression and direct sales marketing. A strengthening of co-presence is observed, where there is evidence of greater emotional interaction and motivation in the negotiation process. These modalities of communion show a greater motivation which provides a relationship experienced and shared by the members, an openness to improvisation, in an atmosphere of trust and with recourse to experiences. This new sales concept aims to free the sales technician from monotony and lack of confidence and direct him towards direct and experiential contact with the customer, providing memorable experiences.
TopIntroduction
With the pandemic phenomenon, consumers adopted a more controlled behavior, due to the confinement scenario and the economic crisis that generated.
With the progressive lack of definition and the resumption of trade, companies continue to feel that consumer habits have not yet undergone major changes. In this sense, companies that intend to return to previous sales levels need to invest in motivating strategies for their commercial technicians, which involve their customers in the sales process.
It has never been more important, as it is now, to work proactively with consumers, boosting and encouraging their sales teams.
It is urgent to create competent, dynamic and motivated sales teams to work with customers. Progressively, we are moving towards normality, with the return to in-person sales and, possibly, the absence of the mask. It is essential to provide co-present sales professionals with motivational mechanisms and dynamics. It is in this context that the motivational proposal for commercial technicians arises, through the use of dramatic expression, based on modern theater.
Modern dramatic expression practices show a strong nostalgia for cultic theatre, calling for a return to the origins, to its “essence”, in search of lost authenticity. The rituals patented by the modern theatre will ground and inspire the new scenic modalities, through its ritualization’s of collective communion. The spectator has an active role, co-participating with the actor in the representation, extending the borders to the performance space. It establishes an involving and empathetic atmosphere with all those involved, creating a relationship of total reciprocity. The aspects of theatrical experimentation resort to dramatic expression to better release sensations, emotions and externalize feelings. It provides an atmosphere in which the whole group will feel at ease. Together with the confidence installed, in a process of free incorporation of experiences, they stimulate the motivational phenomenon.
The communicational policies of dramatic expression, based on enthusiasm and motivation, are inseparable elements for the effectiveness of the sales force. Motivation and stimulus are factors that inspire and encourage sales staff to carry out their activity. This phenomenon of interaction, through dramatic expression, provides, in direct sales marketing, this group sharing effect and a climate of confidence and motivation for the practice of negotiation.
The choice of the real estate business as a practical case is due to the fact that the co-present factor and the motivational aspect are considered indispensable, where its process is normally longer and with greater involvement between the parties. Given the context of the study, a more qualitative methodology was chosen, inserted in a paradigm of understanding, where the results are imposed, not by the size of the sample, but by the subject-object relationship, in which the subjects act in a situation. The study arises from a research and reflection on the problem at hand, deepening some theoretical issues that support the practical case. In this sense, after analyzing dramatic expression as an art form, an approach will be made to dramatic expression as a motivating activity and consequently, the applicability of this expression activity in direct sales marketing will be observed. At the same time, information about sales will be collected through direct observation, with the respective analysis.
Key Terms in this Chapter
Sales Force: It is composed of the group of people whose main objective is to sell or sell the company's goods/services, through direct contact with potential customers, distributors or prescribers.
Sales Theatre: Commercial activity that puts into practice a closer and truer communication policy with the client, based on the modern theatre.
Motivation: It is what explains that people or animals initiate, continue, or end a certain behavior at a certain time. Motivational states are understood as forces acting within the agent that create a disposition to engage in goal-directed behavior.
Participatory Theatre: It is a form of theatre in which the audience interacts with the performers or presenters.
Co-presence: Interaction that implies the physical presence of the actors.
Scenic Space: In general, the stage presents a construction, but it is not its architectural layout that makes it possible for it to be a stage. This identity emerges at the moment when the dramatic action is represented. It is irrelevant whether or not the stage is a building, is an integral part of a theatrical building, or is any other location on the street or in the countryside. What matters is that the theatre stage can represent a place and that these spaces can have any other representation.
Dramatic Expression: Dramatic expression is defined by a dual need: expression and communication. There is dramatic expression whenever someone expresses himself through gesture and/or word, with pleasure. It is a game and implies the pleasure of playing. The game ends when pleasure ceases. The dramatic expression is seen in a permeability of the group, which allows the exchange of different experiences in the enrichment of the personality of each one, from the conviviality of all.