Professional skills for Sales and Negotiation: an approach from technical and technological training

Abstract

This article investigated the digital marketing and sales professional skills transformation due to the expansion of e-commerce in the Fourth Industrial Revolution. Qualitative, descriptive, and systematic literature review was conducted, inspired in a PRISMA framework, and searches in Web of Science, SciELO, RedALyC, JSTOR, and Google Scholar. 70 full-text records reviewed, 20 studies were selected based on thematic relevance and methodological quality. Findings were organized around four key areas: negotiation and sales in face-to-face settings, the reconfiguration of business processes by e-commerce, digital marketing tools, and artificial intelligence applied to customer interaction through AI agents. The results revealed a shift from interpersonal negotiation to the management of digital experiences, where the sales team's competence is geared towards technological literacy, data analytics, customer-centered design, and ethical governance of personal information. It was concluded that competitiveness in digital markets depends on integrating traditional negotiation skills with digital and artificial intelligence capabilities, articulated within measurable, customer-centric processes.