Sales strategies for Micro and Small Businesses in Ixtlán del Río, in the face of COVID-19

Abstract

The methodological strategy considered the deductive method, since it started from the problem of micro and small companies in the time of unemployment of economic activities. The research design is qualitative, non-experimental and transectional because it was at a single moment, in a single period. The objective of the research is to identify strategies to increase sales and to help micro-entrepreneurs to recover customers who were lost at the time, considering a previous frame of reference, where appropriate sales strategies were identified at the time that it was lived. A virtual ethnography was carried out in which a 5-factor instrument was used, applied directly to 20 micro and small entrepreneurs from the municipality of Ixtlán del Río, Nayarit. The results show the sales strategies used and others considered of high value are presented, highlighting the change in technological and marketing paradigms.