Joe Salatino, President of Great Northern American Case Study Angelique Prickett
August 6, 2012
Joe Salatino, President of Great Northern American
Joe Salatino is the president of Great Northern American, which is a company that sells office, arts-and-crafts, and computer supplies (Hellriegel & Slocum, 2011). Many of the salespeople make over $60,000 a year and the top sellers earn over $100,000 (Hellriegel & Slocum, 2011). The salespeople earn commission off what they sell, and the percentage depends on the price of the item (Hellriegel & Slocum, 2011). One of the top salespeople at the company can make 20 to 25 calls an hour (Hellriegel & Slocum, 2011). This kind job of could be hard on a person if he or she is not very customer oriented. Joe should use the social learning theory to help his employees understand the importance of how people form perceptions and make attributions. Joe could use several methods apply this theory to help improve the employee’s performance. Joe could also gather a clearer understanding of self efficiency, and this would help him hire people who will be successful. Incorporating social learning theory into his company and helping his employees have a better understanding of how people work will help Joe’s company become even more successful. Discuss why Joe’s employees need to understand the importance of how people form perceptions and make attributions. Knowing how people form perceptions and make attributions is important because it will enhance the number of customers who shop with the company. Joe should inform his employees that the success of the company depends on the customer’s perception of the company and its employees. Customers will form perceptions and make attributions based on the actions of the employees. Duggan (2012), “Perception describes the way people filter, organize and interpret sensory information” (para. 1). Perception is how a person sees and interprets a situation. Joe should also tell his employees a customer’s perception of how a company is run is determined by how the customer perceives the employees. If the customer calls on the phone, the employee should sound very energetic and happy. This will make the customer perceive that the employee is having a good day and is happy to help that customer with whatever is needed. If the customer is shopping in the salesroom, employees should be perceived as liking their jobs and being happy with what they do. When the customers perceive the employees like their jobs, the customer will spend more money, and tell his or her friends that Great Northern American has energetic employees that are happy to help the customers with what is needed. Duggan (2012), “Attribution explains how people act, determining how people react to the actions of others as well” (para. 1). Joe should tell his employees that customers will make attributions based on the way they and others were treated while shopping with the company. If one employee sees another employee who is having trouble with a customer, that employee should step in and help the one having the problem. This will let the customer know that employees are willing to do what it takes to please their customers. It is important to for Joe’s employees to know how people perceive and make attributions because the company depends on the customers. If the customer perceives and attributes the company as having unhappy and unhelpful employees, he or she will not want to buy anything from that company. Joe’s employees need to understand that the perception and attributes of each customer could make or break a company. If the employee is not willing to be happy and helpful, the customer will attribute unhappiness and unhelpfulness to the whole company. It is important that customer perceive and attribute positive reactions from each employee. Evaluate which learning theory (either operant conditioning, social learning...
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