{"id":11233,"date":"2018-04-16T15:25:29","date_gmt":"2018-04-16T15:25:29","guid":{"rendered":"http:\/\/clubedotrade.com.br?p=11233&#038;preview=true&#038;preview_id=11233"},"modified":"2023-01-24T19:08:16","modified_gmt":"2023-01-24T19:08:16","slug":"perfomance-equipe-trade-marketing","status":"publish","type":"post","link":"https:\/\/club.involves.com\/pt-br\/perfomance-equipe-trade-marketing\/","title":{"rendered":"Como manter a alta performance em equipes de trade marketing"},"content":{"rendered":"<ul>\n<li><em>Por Fabio Ribeiro, colunista convidado<\/em><\/li>\n<\/ul>\n<p>O mercado tem ditado a regra dos limites entre pessoas e\u00a0tecnologias. Isso despertou todos os segmentos (me refiro a varejo, ind\u00fastrias, distribuidores e ag\u00eancias) para a\u00a0necessidade de abordar um tema com alto grau de import\u00e2ncia:\u00a0performance de equipes. Algumas mudan\u00e7as t\u00eam provocado desafios constantes e crescentes quando o assunto \u00e9 gest\u00e3o de equipes de trade marketing.<\/p>\n<p>Como lidar com essas nuances e manter a alta performance dos times de execu\u00e7\u00e3o?<\/p>\n<p>A gest\u00e3o de pessoas em <a href=\"https:\/\/club.involves.com\/blog\/trade-marketing\/\">trade marketing<\/a> exige um pensamento mais estrat\u00e9gico.\u00a0Os <em>budgets<\/em> das companhias est\u00e3o cada vez mais acirrados e \u00e9 preciso ter um direcionamento muito claro. Por vezes, as empresas se esquecem do qu\u00e3o significativo pode ser o peso financeiro de uma equipe insatisfeita. As fun\u00e7\u00f5es e atribui\u00e7\u00f5es do consultor ou do promotor no ponto de venda devem ser valorizadas.<\/p>\n<p>A necessidade de controles de KPIs, sistemas de avalia\u00e7\u00e3o, coletas, pontualidade, planograma, <em>check-in<\/em>, abordagens, <em>floor share<\/em>, certifica\u00e7\u00f5es, <em>check-out<\/em>, positiva\u00e7\u00e3o,\u00a0t\u00eam gerado uma press\u00e3o no ponto de venda pouco compreendida pelos gestores da \u00e1rea de forma geral.<\/p>\n<p>S\u00e3o atividades importantes, que n\u00e3o s\u00e3o \u00fanicas, e cada vez mais precisas\u00a0para tomadas de decis\u00f5es r\u00e1pidas e t\u00e1ticas. Diante de todos esses indicadores, h\u00e1\u00a0quem diga \u201ce o<em> turnover<\/em>\u201d?\u00a0 \u00c9 nesta etapa que o <em>budget <\/em>tem, sim, a ver com o que acontece no ch\u00e3o de loja.<\/p>\n<p>Considerando que a folha de pagamento chega a variar de 20% a 30% do <em>budget<\/em> de uma equipe, qual \u00e9 o custo de um <em>turnover <\/em>alto?<\/p>\n<p>As gera\u00e7\u00f5es modernas j\u00e1 chegaram e n\u00e3o existe melhor ou pior (X, Y, Z ou <em>Baby boomers<\/em>). N\u00f3s, gestores, temos que nos adaptar a todas as gera\u00e7\u00f5es ajustando a forma de gest\u00e3o.<\/p>\n<p>Pesquisas\u00a0mostram que, em m\u00e9dia, 20% das pessoas est\u00e3o totalmente engajadas no processo de evolu\u00e7\u00e3o cont\u00ednua e vivem diariamente a estrat\u00e9gia da companhia. 50% apenas realizam o esperado e est\u00e3o na m\u00e9dia das expectativas da companhia. 30% est\u00e3o insatisfeitos com o seu trabalho, denegrindo a imagem da pr\u00f3pria empresa para a\u00a0qual trabalham e buscam constantemente reclamar pelos corredores em prol de sua satisfa\u00e7\u00e3o pr\u00f3pria.<\/p>\n<p>Ou seja: temos um cen\u00e1rio desfavor\u00e1vel onde o profissional \u00e9 impactado de forma contundente por informa\u00e7\u00f5es negativas.<\/p>\n<h2>QUAIS S\u00c3O OS \u201cPORQU\u00caS\u201d DA\u00a0SUA EQUIPE?<\/h2>\n<p>Se come\u00e7armos a questionar os \u201cporqu\u00eas\u201d, chegaremos a\u00a0um plano de evolu\u00e7\u00e3o iniciado pela lideran\u00e7a do ciclo. Em 60% dos casos de\u00a0pedidos de demiss\u00e3o, h\u00e1 evidentes motivos de gest\u00e3o fraca e\/ou sem conex\u00e3o de valores. Valores? Sim, valores.<\/p>\n<p>Quais s\u00e3o seus valores? O que voc\u00ea busca\u00a0como objetivo de vida? Quais s\u00e3o suas dificuldades do dia-a-dia? Qual \u00e9 sua estrutura familiar? Quais s\u00e3o seus sonhos? Al\u00e9m de se questionar, quantas vezes voc\u00ea j\u00e1 perguntou isso a algu\u00e9m da sua equipe?<\/p>\n<p>A import\u00e2ncia de conhecer o profissional que est\u00e1 representando a sua marca, ou a marca do seu cliente, ultrapassa alguns limites. \u00c9 necess\u00e1rio mais do que a afirma\u00e7\u00e3o\u00a0\u201cn\u00f3s temos um plano de carreira\u201d, j\u00e1 que na maioria dos casos h\u00e1 problemas desses planos na pr\u00e1tica.\u00a0Obter o olhar para o ser humano\u00a0n\u00e3o \u00e9 uma op\u00e7\u00e3o; \u00e9 obrigat\u00f3rio e indispens\u00e1vel.<\/p>\n<p>S\u00e3o in\u00fameros os exemplos de investimento em m\u00eddias <em>online<\/em>, m\u00eddias <em>offline<\/em>, live marketing, campanhas monstruosas para levar o <em>shopper <\/em>at\u00e9 o ponto de venda. N\u00e3o h\u00e1 como correr o risco de ter tudo isso destru\u00eddo\u00a0por um mal atendimento ou por profissionais insatisfeitos com suas atividades pela m\u00e1 gest\u00e3o de seus l\u00edderes.<\/p>\n<p>Finalizo este artigo com uma provoca\u00e7\u00e3o: se as ag\u00eancias s\u00e3o feitas por pessoas, as ind\u00fastrias s\u00e3o constru\u00eddas por pessoas e os clientes s\u00e3o pessoas, qual a menor possibilidade de obter sucesso se n\u00e3o buscar entend\u00ea-las?<\/p>\n<p><strong>Aproveite para complementar a leitura deste post assistindo ao TradeCast do Fabio Ribeiro. Descubra como ele conseguiu reduzir\u00a0o <em>turnover<\/em> de 21% para 2,2% no final de 2017 na opera\u00e7\u00e3o de trade da Panasonic:\u00a0<\/strong><\/p>\n<p>[thrive_leads id=&#8217;11251&#8242;]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dicas valiosas do gerente nacional de trade marketing da Panasonic, Fabio Ribeiro, para manter o n\u00edvel de performance elevado em equipes de campo.<\/p>\n","protected":false},"author":11,"featured_media":11249,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[421,418],"tags":[],"class_list":["post-11233","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-estrategias-de-trade-marketing","category-gestao-de-equipes-de-campo"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Como manter a performance da sua equipe de trade marketing? 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