Assignment

On
Adapting a Program Based on Operant
Conditioning to Increase the Likelihood of
Achieving Sales Target in Time.
 Introduction

The modification of behavior brought about over time by the consequences of behavior is
also playing a great role in advocating business aspects or improving and developing
business sales. Operant conditioning deals with voluntary behavior explained by its effects,
especially in personal and business life. In order to understand actions, it was not
appropriate to look at internal thoughts and motives. Instead, the concentration should be
on the external, measurable factors that influence human actions as pleasurable and
unpleasurable stimuli.

Scenario

We are the Sales manager of a company that works as a distributor of motorbikes, TVs,
Honda, Yamaha, Suzuki, Hero, etc. We have to use operant conditioning in the workplace to
set up a program to increase the likelihood that employees will achieve their sales targets
within time.

Operant Conditioning

Operant conditioning is a technique of learning that takes place through rewards and
punishments for behavior or practices. An attachment is constructed between a behavior
and an outcome for that behavior by operant conditioning.

Elements of Operant Conditioning

Reinforcement in Operant Conditioning:

Any event that reinforces or shoots up the behavior it comes after is reinforcement. Two
types of reinforcers are identified:

1. Positive reinforcers are favorable incidents or consequences that appear following

the behavior or practice. In circumstances that indicate positive reinforcement, any
practice or behavior is fueled by the inclusion of a thing, such as a compliment or an
explicit prize. For instance, if your supervisor grants you an incentive for doing a
satisfactory job at the project.

2. Negative reinforcers require the withdrawal of adverse affairs or results following

the exhibition of the behavior or practice. In these circumstances, a response is
fueled by the elimination of anything considered distressing. For instance, a teacher
 informs his students that if they carry perfect attendance every semester, then they
do not have to sit for the final comprehensive test. By withdrawing a distressing
catalyst (the final test) students are oppositely reinforced to take part in a class
regularly.

Punishment in Operant Conditioning:

Punishment is the demonstration of an unfavorable incident or consequences that triggers a
reduction in the behavior or practice it goes along with. Two forms of punishment are
identified:

1. Positive punishment at times indicated as punishment by the implementation

introduces an adverse event or consequence to diminish the reaction it comes after.
For example, if someone fails to complete an essential task on time, his boss gets
furious and rebukes his potential in front of his colleagues. This consequence
functions as a positive punisher and makes it less probable that he will delay in
completing his tasks henceforward.

2. Negative punishment also referred to as punishment by withdrawal takes place

while a favorable incident or consequence is taken away following a behavior. For
example, a teen boy does not keep his room neat and clean as he was told to, so his
guardians take away his laptop for the remainder of the day. This is an instance of
negative punishment for which the behavior declines.

Application of Operant Conditioning in Business

1. International Example: Despite fierce competition and increased health concern

scrutiny, the global energy drink market continues to flourish. Red Bull and Monster
Energy remain market-dominant forces, with both companies occupying a massive
market share, globally. A major contributing factor to both companies’ success has
been their supreme commitment to unleashing a full-scale operant conditioning
campaign – both financially and in terms of intensity. And, they do this in every
geographic segment in which they operate.

2. National Example: Nagad wanted to set operant conditioning for their customers.
They made some positive reinforcement that opening an account is very easy and
Nagad gives you the highest interest, best research offer, lowest cash-out charge, and
send-money fee. They also tried to make their customers feel like fools if they didn't
use Nagad, which falls under positive punishment.
 Here are the youtube links of some TVCs of Nagad where they emphasize operant
conditioning: 'নগদ' একাউন্ট খোলা সবচেয়ে সহজ।

Application of Operant Conditioning in Sales

Program for Employees to Achieve Sales Target:

1. Individual Reinforcement: Amidst achieving sales targets within designated time

positive rewards can be given. Some people like monetary bonuses and some
approval and gesture of the superior. Sales Managers can evaluate the performance
of all the sales employees. Afterward, the most consistent employee can have lunch
with a superior and a monthly bonus of 15%.

2. Team Work: Employees can get competitive among themselves. Sales managers can
divide the sales employees into two teams and shuffle the teams after each monthly
targeted duration and arrange a competition among the teams. The team to
accomplish the sales target faster will win the competition every month. Gift cards or
small treats can be arranged amidst the competition. This will create a sporting and
healthy environment in the workplace which will also help to maintain and achieve
workplace balance and achieve sales targets.

3. Company feedback: Computerized graph is useful because it provides another

medium in which behaviors and rewards are cognitively linked. Such visual aids also
enable others in the organization to reinforce an employee for his or her success. For
instance, after an employee earns a high number of sales during a given quarter,
graphing and displaying these results in the workplace provides both the employee
and his or her colleagues with a more visible and detailed representation of these
achievements. Moreover, an award of “Employee of the Month” can be given to the
best employee of the month. The announcement can also be on their social media
page as a means of recognition.

4. Customer Feedback: A form is to be filled up by every customer as feedback

answering various questions regarding their respective salesmen’s performance.
These will also be criteria to judge the individual bonuses of the employees and their
evaluation.

5. Yearly Evaluation: The employees after thorough evaluation can be provided with
higher employee benefits like health insurances, discount on the motorcycles present
in the shop, yearly bonus. In addition to that, promotion, demotion, or termination
may also depend on such evaluation. This will also increase the likelihood of
employees completing sales targets in time.
 6. Miscellaneous: Other employee benefits employees can get amidst achieving sales
targets are:
● Monetary bonus or raise
● Performance bonuses
● Education reimbursement
● Added vacation days
● Increased lunch break
● Free meals
● Bike on attaining promotion

Program for Customers to Achieve Sales Targets:

1. Salespersons may give discounts and prizes to their customers in return for their
assurance to shop with them again in the future.

2. Employees may also offer customers free items with their purchase of products. For
instance, free T-shirts, bike covers, bike equipment, etc.

3. Gift vouchers for the shop can be provided to the regular customers or on a big
purchase.

4. Big discounts on special occasions may also bring more buyers.

5. The Company can also give coupons or promo codes for future purchases or
complementary purchases to the customer. It will work as positive reinforcement for
buying the product.

6. We can give free complimentary products or any other helpful product to customers
with their purchase of our product. This will work as positive reinforcement and
increase the sale.

Effects of Operant Conditioning on Sales and Employees

1. Conditioning employees increases motivation by increasing the safety of the

workplace.

2. Employees get motivated when appropriate training programs are applied.

3. Preferred training programs also increase the likelihood of skill development and
mental satisfactory stimulation.

4. Increases the effectiveness of reward systems.

 5. Positive advertisement with few benefits may increase the supply and demand of the
products.

6. The popularization of the shop will be ensured if positive remunerations are provided
to the buyers.

Conclusion
Operant conditioning and Reinforcement are commonly used to boost performance in sales
departments. Many businesses provide bonuses for salespeople. The bonus acts as positive
reinforcement for achieving their targets. And the fear of termination acts as negative
reinforcement or punishment. This motivates the salespeople to learn everything they need
to do to close more sales, hit their targets, and get a bonus.

Therefore, these are the few measures we can undertake for the employees as sales
managers to achieve the sales target in time.