Mapeamento de competências de vendedores de acordo com um modelo da engenharia comportamental

Abstract

Behavior Analysis is a research and intervention program dedicated to the control and

prediction of behavior. Among its multiple areas of activity, one can highlight Analytical- Behavioral Management, a field dedicated to the study of the performance of

individuals, organizations and the universe of work. One of the pioneering performance management models in Behavior Analysis is Behavioral Engineering. This model proposes to map and manage the skills of individuals to achieve organizational and personal results. Competence is understood as a social construct composed of knowledge, skill and susceptibility to reinforcement, which depends on environmental support. The main method of mapping competences in Behavioral Engineering is observation of the exemplar's behavior, that is, that individual who best performs the task. The general objective of the study was to evaluate a model of competence mapping according to behavioral engineering and specifically to identify the potential for improvement (PPM) of salespeople in relation to the example and to identify, through a functional analysis, the environmental support for the sales behavior of the salesperson. copy. Initially, the seller with the highest number of sales in the last six months was identified as the “exemplary”. Subsequently, 14 sellers, the exemplary, his manager and three clients responded to an interview guide for mapping skills. Data collection lasted two months, the researcher went to the store once a week, one hour a day, in the afternoon shift in the field. In eight days, 16 observations of the selling behavior of the copy were carried out, lasting five minutes each, using the cursive recording technique. Data analysis included calculating the PPM between the exemplary salesperson and the other salespeople, mapping competencies and a functional analysis of the environmental support of the exemplary sales behavior. The results showed that sales of the copy were R$: 549,502.60 reais. The highest PPM identified was 0.437, which represented R$: 240,424.90 reais less than the copy and the lowest was 0.161, R$: 71,586.36 reais less than the copy. The store stopped selling a total of R$: 2,623,450.36 reais in six months, considering the difference in sales between the copy and other sellers. A total of 22 competencies were identified. The most cited were: Serving customers quickly, aiming to reach daily sales targets; Describe to the customer the cost-effectiveness of the products during the sales negotiation; Organize the product boxes in piles on the floor during the service; Regularly check for unattended customers in the store. The antecedents identified by the functional analysis of selling behavior that provide the environmental support for sales included: Previous experience of 20 years in sales; Manager inform salespeople about sales goals using assertive communication; and consequent: Offer bonuses/awards to employees with the best sales performance. In the manager's evaluation, the research presented well-described competencies. The study contributed both theoretically and methodologically to the field of Management by Competencies and Analytical-Behavioral Management, as it presented a pragmatic mapping model that could be replicated. In addition, it showed a direct relationship between the seller's behaviors and skills and their sales results.