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.
240 comentarios en «¿Cómo se puede mejorar el desempeño de los vendedores?»
buy ivermectin online buy ivermectin
order original cialis buy tadalafil
https://stromectolgf.online/# ivermectin 3mg
ivermectin tablets order stromectol 3 mg tablets price
https://drwithoutdoctorprescription.site/ canadian drugstore online
the canadian drugstore without doctor prescription
canadian drugs best canadian pharmacy online
can i buy cialis local tadalafil 20mg
https://drwithoutdoctorprescription.site/ prescription drugs without doctor approval
buy prescription drugs from canada buy prescription drugs from india
ed meds online without doctor prescription pain meds online without doctor prescription
https://sildenafilmg.shop/# viagra 100mg price
viagra shop where to buy viagra
https://sildenafilmg.shop/# viagra online usa
https://sildenafilmg.shop/# viagra over the counter
viagra coupons 75% off online doctor prescription for viagra
best over the counter viagra viagra from india
viagra from canada п»їviagra pills
viagra pills best place to buy generic viagra online
https://sildenafilmg.com/ buy generic 100mg viagra online
viagra 100mg price over the counter viagra
how to get doxycycline prescription doxycycline tablets cost
zithromax buy online zithromax capsules 250mg
prednisone 20 mg tablet price prednisone 20 mg without prescription
zithromax prescription zithromax 500mg
where can i get doxycycline doxycycline 20 mg tablets
https://zithromaxforsale.shop/# generic zithromax over the counter
prednisone best price buy prednisone canadian pharmacy
generic clomid online clomid 50mg price uk
lipitor 20 mg daily pfizer lipitor
https://buymetformin.best/# average cost of metformin
https://buylasix.icu/# generic lasix
lasix online lasix tablet
https://buymetformin.best/# metformin online no prescription
https://buymetformin.best/# metformin 102
https://buylipitor.store/# buy lipitor online australia
how much is lipitor lipitor rx
https://erectionpills.best/# pills for ed
neurontin 300 mg mexico neurontin 100 mg tablets
where to buy diflucan over the counter diflucan pill uk
neurontin 2018 how much is neurontin
https://gabapentin.icu/# canada where to buy neurontin
https://erectionpills.best/# male ed pills
diflucan online australia diflucan capsule price
https://erectionpills.best/# new treatments for ed
buy anti biotics without prescription buy prescription drugs from canada
prescription medication neurontin cost of brand name neurontin
https://cipro.best/# ciprofloxacin generic price
cheap erectile dysfunction pill ed meds online
neurontin 150 mg neurontin generic
ed meds online without doctor prescription prescription without a doctor’s prescription
https://cipro.best/# п»їcipro generic
ciprofloxacin generic cipro
buy generic ciprofloxacin buy generic ciprofloxacin
https://diflucan.icu/# can you buy diflucan over the counter in australia
cipro online no prescription in the usa cipro for sale
diflucan 150 australia diflucan 150 australia
2000 mg neurontin neurontin 100mg tablets
https://diflucan.icu/# fluconazole diflucan
https://doxycyclineonline.store/# buy doxycycline
ivermectin cream cost stromectol
clomid coupon generic clomid for sale
ivermectin cream cost order stromectol over the counter
https://edpills.best/# ed pills
clomid 100mg for sale cheap clomid
https://doxycyclineonline.store/# doxycycline
male ed pills buy ed drugs
ed pills online over the counter erectile dysfunction pills
stromectol 3mg tablets generic ivermectin
https://stromectol.life/# buy stromectol
ed prescription drugs new ed drugs
overcoming ed viagra without doctor prescription
clomid pills online clomid tablet price
https://clomidonline.icu/# cheap clomid
clomid coupon clomid 100mg for sale
cheap doxycycline buy doxycycline
stromectol stromectol 3mg tablets
https://stromectoltrust.com/# ivermectin powder
ivermectin pills human stromectol
https://stromectoltrust.com/# stromectol
stromectol 12 mg tablets stromectol for humans for sale
https://pharmacyizi.com/# natural pills for ed
https://pharmacyizi.com/# natural ed
https://pharmacyizi.com/# cialis without doctor prescription
ed medicine ambien without a doctor’s prescription
hims ed pills ed vacuum pump
https://pharmacyizi.com/# drugs that cause ed
https://pharmacyizi.com/# pills for erection
https://pharmacyizi.com/# best online pharmacy
https://pharmacyizi.com/# erectile dysfunction pills
https://pharmacyizi.com/# ed medicines
https://pharmacyizi.com/# buy ed pills online
canadian drugstore online erectial dysfunction
https://pharmacyizi.com/# medications for ed
https://pharmacyizi.com/# canadian online drugstore
online ed medications ed prescription drugs
https://pharmacyizi.com/# top ed pills
https://pharmacyizi.com/# buy prescription drugs
Ventolin inhalator trusted overseas pharmacies
https://canadiandrugs.best/# buy prescription drugs online legally
prescription meds without the prescriptions buy anti biotics without prescription
Celexa canadian pharmacy no prescription needed
best medication for ed new treatments for ed
https://allpharm.store/# Provera
https://allpharm.store/# canadian online pharmacy reviews
best online thai pharmacy mexican pharmacy weight loss
best online canadian pharmacy online prescription for ed meds
Maxolon canada drugs
https://erectionpills.shop/# generic ed drugs
https://canadiandrugs.best/# buy prescription drugs online legally
https://erectionpills.shop/# best drug for ed
ED Trial Pack Duricef
https://onlinepharmacy.men/# india pharmacy
viagra online canadian pharmacy online otc pharmacy
ed pills gnc buy ed pills online
ed drugs online from canada legal to buy prescription drugs from canada
https://allpharm.store/# canadian pharmacy
https://onlinepharmacy.men/# safe canadian pharmacy
canadian family pharmacy brazilian pharmacy online
best ed treatment pills pills for ed
online pharmacy without a prescription cvs pharmacy online
https://allpharm.store/# pharmeasy
buy canadian drugs buy prescription drugs from canada cheap
https://allpharm.store/# online canadian pharmacies
Epivir-HBV canadian pharmacy online viagra
https://erectionpills.shop/# cure ed
stromectol ivermectin buy can you buy stromectol over the counter
http://stromectolbestprice.com/# ivermectin over the counter canada
stromectol tablets for humans stromectol 3 mg price
ivermectin mange treatment dosage how to use ivermectin for dogs
stromectol for humans stromectol without prescription
https://stromectolbestprice.com/# ivermectin cost canada
best male ed pills what is the best ed pill
errection problems natural ed pills
best over the counter ed pills errection problems
https://drugsbestprice.com/# impotence pills
online ed drugs ed drugs over the counter
natural remedies for ed problems online medication
ed meds online without doctor prescription non prescription ed drugs
https://medrxfast.com/# comfortis for dogs without vet prescription
https://medrxfast.com/# how to get prescription drugs without doctor
prescription drugs online without ed drugs online from canada
buy prescription drugs from canada cheap pet meds without vet prescription
comfortis for dogs without vet prescription prescription drugs without doctor approval
https://medrxfast.com/# best online canadian pharmacy
buy anti biotics without prescription canadian online pharmacy
legal to buy prescription drugs without prescription prescription drugs without doctor approval
https://medrxfast.com/# ed meds online without doctor prescription
meds online without doctor prescription canadian online drugs
https://medrxfast.com/# canadian online drugs
meds online without doctor prescription online prescription for ed meds
buy prescription drugs online legally pain meds without written prescription
https://medrxfast.com/# prescription drugs online without doctor
how to get prescription drugs without doctor ed drugs online from canada
https://medrxfast.com/# canadian drug pharmacy
ed meds online without doctor prescription discount prescription drugs
https://medrxfast.com/# cvs prescription prices without insurance
buy prescription drugs without doctor comfortis for dogs without vet prescription
prescription drugs non prescription ed drugs
https://medrxfast.com/# prescription drugs
canadian medications non prescription ed drugs
prescription drugs canada buy online canadian drugstore online
https://medrxfast.com/# prescription drugs online without
canadian pharmacy online buy anti biotics without prescription
https://medrxfast.com/# cat antibiotics without pet prescription
best canadian online pharmacy canadian online drugstore
ed meds online without doctor prescription canadian drug
https://medrxfast.com/# comfortis without vet prescription
prescription meds without the prescriptions buy prescription drugs from canada cheap
buy prescription drugs prescription drugs canada buy online
https://gabapentin.top/# neurontin 300mg
https://diflucan.life/# diflucan tablets australia
wellbutrin online no prescription where to buy wellbutrin
https://wellbutrin.best/# wellbutrin adhd
https://valtrex.icu/# how much is valtrex generic
can you buy wellbutrin over the counter price of wellbutrin in canada
https://wellbutrin.best/# wellbutrin xl 300mg
https://deltasone.icu/# cost of prednisone
https://glucophage.top/# metformin online
how much does propecia cost propecia purchase
https://azithromycin.blog/# zithromax 250 mg
https://paxil.tech/# paxil bipolar
zithromax 250 price buy azithromycin zithromax
https://glucophage.top/# metformin 500 mg pill
https://glucophage.top/# buy metformin online us
metformin online purchase metformin without prescription canada
https://glucophage.top/# metformin buy canada
drug paxil drug paxil
https://hydroxychloroquine.icu/# plaquenil 300
https://antibiotic.icu/# best antibiotic for cellulitis
https://antibiotic.icu/# zithromax purchase online
plaquenil for sarcoidosis average cost of plaquenil
https://sildenafil.pro/# sildenafil 50 mg buy online
https://amoxicillin.pro/# amoxicillin online purchase
hydroxychloroquine tablets buy online buy hydroxychloroquine 200 mg
https://antibiotic.icu/# where to buy bactrim
amoxicillin 825 mg amoxicillin generic
https://amoxicillin.pro/# purchase amoxicillin online without prescription
amoxicillin online purchase amoxicillin 500mg for sale uk
https://antibiotic.icu/# amoxicillin 500mg capsule
https://tadalafil.pro/# price comparison tadalafil
https://lipitor.icu/# buy lipitor from india
cheap lipitor online lipitor australia
https://lisinopril.icu/# buy lisinopril online no prescription
https://lipitor.icu/# price canada lipitor 20mg
lipitor 20 lipitor prescription cost
https://ciprofloxacin.icu/# ciprofloxacin order online
https://lisinopril.icu/# lisinopril 40mg
buy generic ciprofloxacin ciprofloxacin over the counter
ivermectin 2 ivermectin news
https://ciprofloxacin.icu/# ciprofloxacin generic
https://ciprofloxacin.icu/# buy cipro online without prescription
lipitor prices compare generic lipitor prices
https://molnupiravir.life/# molnuprivair
https://molnupiravir.life/# molnupiravir how to buy
https://paxlovid.best/# molnupiravir cost
buy prescription drugs online legally buy prescription drugs without doctor
https://tamoxifen.best/# tamoxifen citrate pct
molnupiravir where to buy molnuprivair
https://paxlovid.best/# buy paxlovid
https://molnupiravir.life/# molunpiravir
what is tamoxifen used for tamoxifen men
https://withoutdoctorprescription.xyz/# canada ed drugs
https://withoutdoctorprescription.xyz/# buy prescription drugs without doctor
https://viagracanada.xyz/# buy viagra online without prescription
buy ivermectin does ivermectin kill ticks
https://stromectol1st.com/# stromectol ivermectin buy
https://stromectol1st.com/# ivermectin injectable dosage for goats orally
stromectol for pinworms stromectol otc
https://24hr-pharmacy.top/# discount prescription drugs from canada
erectile dysfunction drugs mens ed pills
https://ed-pills.xyz/# ed treatment review
non prescription ed drugs how to get prescription drugs without doctor
ed pills online ed drugs list
https://pharmacywithoutprescription.best/# buying prescription drugs from canada
gnc ed pills п»їerectile dysfunction medication
pills for ed mens ed pills
canadian drug stores best canadian pharmacy for cialis
online pharmacy no prescription canadian pharmacy without prescription
erectile dysfunction pills mens ed pills