Un sistema interesante para motivar y aumentar la productividad de tus comerciales.
Francisco es el director de una agencia inmobiliaria. Tienes tres comerciales que cobran un sueldo base más una comisión en función de las ventas que hagan. Cuanto más venda cada comercial, más cobra. Es un sistema bastante simple y lógico que aumenta la productividad y la motivación de los comerciales y para Francisco es la mejor forma de pagar a sus empleados y tener unos clientes satisfechos ¿Verdad? Pues no.
Solo porque las agencias inmobiliarias llevan usando el sistema de comisiones para cobrar sus honorarios no significa que sea la mejor manera. De hecho en su libro Freakonomics, el autor Steven D. Levitt nos demuestra porque el sistema de cobro por comisión es defectuoso y no garantiza que a un agente inmobiliario siempre le interese vender la propiedad por el precio más alto.
Volviendo a Francisco y a sus tres comerciales, la única motivación que tienen los comerciales es de cerrar la venta porque si no lo hacen no cobran. De esta manera- ¿Les importa si el comprador o el propietario están satisfechos y contentos? ¿Les importa si han tenido que ocultar unos datos de la vivienda porque corren el riesgo de que el comprador se eche para detrás? ¿Les importa si han engañado a sus clientes para cobrar más comisión? La respuesta es: la mayoría de las veces no, no les importa. De ahí se deriva la mala fama generalizada que tiene el sector inmobiliario.
Sin embargo, supongamos que la motivación del comercial inmobiliario fuese otra. Imaginemos que en vez de cobrar por cada casa que venda, cobre por el nivel de satisfacción de los clientes que atienda. ¿Te preguntas como?
Esta es mi idea:
Todo agente inmobiliario reconoce que la mejor manera de generar negocio es a través de las recomendaciones de los clientes que han atendido a sus amigos y sus familiares. Es mucho más barata que conseguir un cliente a través de publicidad.
Si la motivación del comercial fuese atender a sus clientes (propietarios y compradores) de la mejor forma posible, confiarían más en el comercial que les atiende, estarían encantados con el trato recibido y seguramente hablarían maravillas del comercial a sus amigos y familiares en el próximo almuerzo.
Francisco, el director de la agencia inmobiliaria, en vez de pagarles una comisión por la venta de una propiedad, pagaría a sus comerciales en función del nivel de satisfacción de los clientes que ha atendido y mediría esa satisfacción a través de cuestionarios que los clientes rellenarían.
Esto tiene varias ventajas:
- Los clientes estarían muchísimo más contentos ya que el trato sería excelente.
- Los comerciales se centrarían en atender de manera excepcional a sus clientes y en atender al mayor número posible ya que cuantos más clientes atiendan de forma excepcional, más cobrarían.
- Aumentaría la productividad en la oficina y se atendería a un mayor número de clientes con más posibilidades de venta.
- Francisco, el director, podría llevar un mayor control de las operaciones de sus comerciales ya que si estos no informan a su director de los clientes que atiendan, no cobran.
- Los clientes satisfechos hablarían maravillas del trato recibido y las recomendaciones se dispararían.
- Francisco evita con este sistema que sus comerciales estén tentados a hacer la operación por su cuenta y a escondidas.
Es una idea innovadora que seguramente mucha gente descartaría desde el principio por miedo a fracasar. Yo no le veo del todo descabellado ya que creo que resolvería algunos de los problemas más graves que veo en el sector. Si aun fuese director de una agencia inmobiliaria sin duda trataría de implantarlo.
Interesante punto de vista, no obstante me pregunto una cosa:
¿Como Francisco puede valorar el nivel de satisfaccion de los clientes que atiendan sus comerciales, para que en base a eso pueda remunerarles según el trato ofertado?
¿Se puede medir el nivel de satisfacción de un cliente incluso cuando no compre?
¿se haría por medio de encuestas rellenas por los clientes?
Saludos.
Hola Jorge,
El nivel de satisfacción se basaría en cuestionarios que el comercial daría a los clientes que atiende. Este sístema se utiliza much en otros sectores donde la atención al cliente se cuida mucho. El argumentario sería el siguiente:
“Nuestra empresa valora mucho que usted quede satisfecho con el servicio proporcionado durante esta visita/captación/proceso de venta/etc. y por lo tanto mis honorarios van en función de lo bien que les he atendido y ayudado. Para poder medir su satifacción les pedirñia que me rellenen este breve cuestionario.”
Por rellenar el cuestionario se puede ofrecer a los clientes un regalo, un descuento, o la posibilidad de entrar en un sorteo de un viaje o fin de semana en un hotel-spa.
Creo que el comercial de la inmobiliaria se preocuparía en atender bien a un mayor número de clientes para poder cobrar más.
La remuneración al comercial luego iría en base al numero de clientes atendidos y al nivel de satisfacción de estos obteniendo bonus por ventas cerradas y captaciones hechas.
Esto fomentaría entre los comerciales un esfuerzo adicional por atender bien al cliente que a la vez incrementaría las recomendaciones que harían los clientes a sus entorno de amigos y familia, generando más negocio a la agencia inmobiliaria.
Creo que se podría implantar un sistema que organice este tipo de remuneración a los comerciales de manera eficaz.
Me parece perfecta tu propuesta, estoy de acuerdo en que esta medida aumentará el nivel de calidad ofrecido por la inmo , así como la actitud de los comerciales que muchas veces dista mucho de ser de calidad.
Un buen sistema para llevar a cabo, sería interesante el que alguna inmobiliaria lo implantara en fase de “pruebas” para ver que tal funciona,estaría bien saber que impresiones tendría el director acerca de este sistema de trabajo y si le beneficia realmente en su negocio.
Saludos!
gracias por el articlo gran aporte
agentes comerciales
Todo muy lindo… pero las inmobiliarias viven de las ventas y solo de las ventas! De qué sirve a una inmobiliaria un comercial super amable, empático, con el que uno se siente cómodo y contenido pero que es incapaz de rematar una venta? En esta profesión los resultados concretos son lo más importante. Y el cliente que compra, es un cliente satisfecho (casi siempre)!
Hacer rellenar un cuestionario a los clientes, solo si ellos quieren (quien no odia esos cuestionarios?) puede ser una manera más para que el director conozca más del desempeño de sus empleados, pero solo como información extra. Siguiendo el método propuesto, el director corre el riesgo de valorar erroneamente a sus empleados y deshacerse de muy buenos vendedores que y quedarse con vendedores mediocres (pero que sin duda tienen otras cualidades).
La comisión sobre la venta es en mi opinión la mejor manera de motivar al comercial.
Esa es mi humilde opinión. Un saludo
Que tal Jean. En lo personal considero que es una buena hipótesis (aumento de la productividad a través del pago de comisiones por el grado de satisfacción y no por la venta), la verdad no esta descabellado…claro que no, pero al final de cuentas no se sabe si va a funcionar o no; ademas, no estas convidando variables dependientes y constantes. Es necesario comprobar esta hipótesis, de lo contrario se quedara en una buena intención. Las empresas viven de las ganancias. Tu propuesta es buena, pero es necesario realizar una investigación científica mas profesional si quiero asesorar o sugerir una idea, propuesta, sistema, etc. Saludos, Ishel David Montes: gmontes@nextel.mx.blasonaren.com; idmr050@msn.com.mx
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