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Главная   Статьи   4.2.2. Реалистичная модель компенсации для отдела продаж

4.2.2. Реалистичная модель компенсации для отдела продаж

Необозреваемая неопределенность будущего, k, заключается в том, что нельзя на 100% предсказать движения рынка и даже принятие решения клиентом. При одинаковой работе менеджера, если экономика на подъеме, то продаж будет больше, а если кризис – то продаж будет меньше. Поэтому, количество продаж не зависит от менеджера на 100%. Более того, принятие решения потенциальным клиентом тоже не зависит от работы менеджера на 100%. Например, у потенциального клиента может не быть ресурсов, необходимых для приобретения продукта. Или же, большое количество важных людей в организации клиента несколько замедляет процесс продажи.

Аверсия риска, r – это лишь желание рационального человека не сталкиваться с ситуацией неопределенности будущего.

Финальный вывод такой: в присутствии фактора аверсии риска (r) и необозреваемой неопределенности будущего (k), b<1.

При повышении r и k, b понижается. Таким образом, чем выше r и k, тем ниже процент комиссионных:

  • высокие r и k – высокая “a” и пологий наклон “b”. Большой оклад, низкий процент комиссионных. Например, 60,000 рублей оклад + 5% с оборота;

high a, low b.jpg

  • низкие r и k - низкая “a” и крутой наклон “b”. Низкий оклад, большой процент комиссионных. Например, 20,000 рублей оклад + 20% с оборота.

low a high b.jpg

Таким образом, когда в процессе продаж существует неопределенность (k) и когда сотрудник избегает риска того, что не продаст (r) – зарплата не может состоять только из процентной составляющей (b), также требуется стабильная составляющая (оклад)(a). Поэтому, в индустрии, где нельзя предсказать спрос на 100%, и где работают рациональные люди, избегающие риска, необходима не только процентная (b), но и окладная (a) составляющие.

Продолжение...

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