Una empresa puede mejorar el desempeño de sus vendedores, usando su capital social, como lo explican con claridad un grupo de profesores del Instituto Insper, con sede en Brasil (Claro et al., 2008). Se trata de académicos, expertos en Mercadeo y Ventas, quienes consideran que los vendedores deben entender las capacidades de la empresa y su utilidad para los clientes, así como también interactuar con personal clave dentro de la organización, que los dote de los recursos (información) necesarios para ofrecer soluciones a sus clientes; un área no tradicional del conocimiento, conocida con el nombre de Marketing Relacional, apoyada en el capital social.
Entendemos por capital social, la estructura (redes interpersonales) integrada por vendedores, a lo interno de la organización, en una combinación de grupos cerrados, puentes entre grupos, lazos fuertes y débiles, además de los recursos de los empleados incluidos en esas redes; la idea es añadir valor a las relaciones (alto rendimiento) con los clientes, establecidas con criterio de largo plazo; y, de ese modo, mejorar el desempeño de los vendedores. La estructura de los enlaces entre los actores sociales debe facilitarles, a los vendedores, la realización de acciones específicas, usando el capital social disponible para lograr objetivos, de otro modo incumplibles.
De acuerdo a las conclusiones de Bulte y Wuyts (2007), cuando los lazos relacionales entre los vendedores y sus alters (incluyendo otros empleados y clientes) son fuertes, se obtiene un doble beneficio. En primer lugar, mayor acceso a recursos, siempre y cuando exista oportunidad, habilidad y motivación; y, en segundo término, la coordinación de actividades se hace más eficiente, con una mayor transferencia de información y expectativas más altas de reciprocidad, en la cooperación entre las partes. Las redes sociales de los empleados, a lo interno de las organizaciones empresariales, afectan el intercambio de conocimiento; pero, también es sabido que las redes interpersonales, entre sus clientes, repercuten en el comportamiento del mercado, en cuanto a la adquisición de nuevos productos. Como vemos, todo está interrelacionado.
El contagio social, al producirse a través de redes, afecta el comportamiento de los mercados de consumidores (B2C o negocio a consumidor) y empresas (B2B o negocio a negocio). Entre las muchas teorías que describen los mecanismos de influencia social, están: 1) Conciencia de la existencia de un nuevo producto y el interés por el mismo; 2) Actualización de creencias acerca de los costos y beneficios, al adquirir un nuevo producto; y, 3) Presión competitiva y normativa, entre otras. Por supuesto, el grado de contagio o influencia social, va a depender de las características de los productos y de los mercados. Estas mediciones no son triviales.
Además de considerar las variables concernientes a las estructuras de las redes sociales, la Tecnología Social SAI permite, a través de su base de datos, segmentar la información de los vendedores y la del resto de los empleados, según: edad, antigüedad en la empresa, nivel de educación, profesión, lugar de residencia, etc.; y, también, responder a preguntas, tales como: ¿A qué clientes debo contactar a fin de aumentar el capital social? ¿Cómo puedo priorizar mis contactos potenciales de manera efectiva? ¿Cómo puedo maximizar la cantidad de contactos que hago por día? ¿Cómo puedo asegurar la mejor cobertura de los sectores geográficos?
Referencias:
Bulte, C. V. and Wuyts, S. (2007). Social networks and marketing.
Claro, D. P. et al. (2008). Increasing salesperson performance with social capital.
Para descargar la versión más actualizada del libro completo (incluyendo todas las columnas publicadas a la fecha), haz clic en el siguiente enlace: Capital Social, José María Rodríguez, Ph.D.
366 comentarios en «¿Cómo se puede mejorar el desempeño de los vendedores?»
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