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👎Nine times you can't

© A. Kavtreva, S. Sychev, K. Tkalich, “TRIZ-RI Group”


This is the tutorial article about the shortcomings of stimulation 'through profit or turnover'

Designing 'smart salaries' Salary is the “gene of the company" which, upon examination, reveals much about the overall "health" of the organisation. The extensive experience (since 1993) of TRIZ-RI specialists in consulting indicates that there is scarcely any consultancy work that does not involve the creation of salary models for employees and/or the establishment of key performance indicators. More details ...

The frequent wish of entrepreneurs to pay ‘from the profit’ or ‘from turnover’ is understandable and, at first glance, quite logical. In fact, we earn money — we can 'share' with the employees; if we did not earn, then no one is to blame. This is especially typical for new companies/sectors (although it should be noted that managers of large enterprises also often harbour these thoughts). In practice, trade enterprises often prefer to pay ‘from turnover’, whilst manufacturing enterprises favour paying ‘from profit’.

There are also hypothetical speculations that linking to profit/turnover motivates employees. Arguments in favour of this assumption have already been excessively published (on the net, in journals, in books) – so we shall not repeat them here.

Instead, we shall do something else. Since this method of motivation has a variety of significant flaws, which are almost not spoken of, but which are often faced by managers and entrepreneurs, we shall write only about them.


Consequently,

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1.1. A significant, sometimes accidental, one-time order does not entail an increase in workload; however, the salary rises and, consequently, the employee may slackens off.

Conversely, at the outset of working with a much-anticipated customer, when no further orders are expected, employees are keen to understand why their salaries have decreased compared to the previous 'profitable' month, despite dedicating additional effort and extra time.

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1.2. Employees might subconsciously develop a disdain for lower-priced products and services, leading them to avoid tasks associated with these items.

This sentiment can extend to customers purchasing such products. As a result, in some stores, you may notice that salespeople are not present near the tea/coffee areas, in contrast to, for example, the sections dedicated to projection TVs.

As a consequence, the bonus scheme becomes "opaque". The correlation between salary and work efficiency becomes obscured.

Shortcoming 2: It fails to recognise that the scale of salary is minimally dependent upon the size of the business

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Naturally, a valuable employee should earn more, whilst a less competent one should earn less. Even so, the salaries of comparable employees across different companies typically do not exhibit significant variance.

They might differ by 20–30%, but not to the extent of doubling, tripling, or even increasing tenfold. Conversely, the revenue of a large supermarket may surpass that of a small corner shop by hundreds of times.

This suggests that when formulating a business plan, it is crucial to consider the market rate for a specialist.

Should the costs imply that profitability is unachievable, then the entrepreneur must reassess the feasibility of their business concept rather than transferring the responsibility of financial sustainability onto their employees ('No profit – no salary').

Note (hereinafter): With the 'percentage model', several of the shortcomings listed herein can be observed within the same company. Therefore, the examples may sometimes mirror one another.

Shortcoming 3: Failure to recognise the market value of specialists and an unconscious loss of management functions

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There are specific professions in the labour market, each with its price. As managers, we assign tasks for completion, and there is a cost associated with these tasks.

A question we perpetually ask ourselves is, 'How much is this specialist paid in the market?'

These data should serve as a benchmark when deciding on salaries.

This implies that you should align yourself with the market cost of the specialist, regardless of the profits generated by your company.

An employee in a factory may produce a component. This component could be expensive or affordable, scarce or widely available, crafted from gold or steel... However, an employee will move to another factory if offered higher pay for a similar role (how components are sold at a particular factory does not matter).

To retain an exceptional employee, you will inevitably need to offer a salary slightly above the average market level. Conversely, a subpar employee should be compensated less (but not excessively lower, as it is better to dismiss a poor performer than to tolerate an underpaid loser).

In any case, it is the Entrepreneur's task to create a 'reason for profit' under specific market conditions. Indeed, this is why the Entrepreneur privatizes profits as the outcome of his skills. In contrast, the outcome of an store administrator’s skills is a well-trained salesman; the result of a salesperson's skills is exemplary service to a Customer, while the result of a storekeeper's skills is timely shipment of goods from stock.

And should the company incur losses (a business is still a business), won't we really to pay (or will be hfy only partially) the person who did his job well (and is not to blame for this loss)?

A company that is functioning normally sells its products according to its price list and does not wish to receive money 'from the profit' of the Customer. That is, the company prefers to receive a specific sum for the products as evaluated by itself and the market. And this is as it should be!

But a company that is functioning normally should not assume its employees hold another viewpoint when they render to it their services.

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The profitability of services (or goods) declines when competition intensifies, while the average market salaries often rise in response to the same increase in competition.

Since these two factors are unrelated, organisations find themselves compelled to engage in artificial adjustments to align them. Regrettably, there is no logical explanation for the such manipulations.

Shortcoming 5: The stimulation of "Angels", not people

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It is important not to substitute the manager's work with the thesis about a "magic formula of motivation" (for example, in the form of "the right percentage"), which supposedly results in the employee transforming into an "angel” and will "spread the wings” himself (and it is crucial only to find this "magic formula").

We adhere to a simple and logical principle: a real business should not be built with "angels", but with "those we already have around us". And we must develop a system that works effectively with "regular" employees.

Of course, it would be wonderful if we had outstanding employees; we would recognise them immediately and reward them accordingly.

However, system planning and the establishment of management rules should be based on "ordinary" employees, most of whom will work without straining (minimally or average) if they are provided with a "percentage bonus".

They are unlikely to increase their own performance and the quality of their work, but will start to question not only the "fairness of the enterprise" but also margins, payments from customers, arguing about the cost of certain services, and suspecting you of sins that never occurred.

Shortcoming 6: Not taking into account the primacy of technology

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One should also not forget the following: under similar conditions, there is a maximum threshold that the employee (who works in a specific way or method, and follows specific principles, etc.) cannot exceed, no matter how much they are paid. Excessive payment, in this case, will only cause the employee to become complacent, and it may make them lazy.

Similarly, world records in the high jump over the last 30 years have increased by 15 cm, and in the next 30 years, they are expected to increase by a further 10 cm (although the salaries of jumpers have increased by several dozen times).

Another example: Russian football players who play in the national leagues in half-empty stadiums, and who were humiliated in the European Championships and lost by a score of 1:7 against the team from Portugal, still received between $400,000 and $730,000 each for the disappointing year of 2004. Meanwhile, the "low level of the Russian team" is well known.

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The entrepreneur should define the technological limits of their business as it currently stands.

For instance, an employee (or team) who is actively and professionally selling will generate more revenue than a passive one. By comparing the results, one can identify the difference. However, in a well-organised business, the gap in sales is within reasonable limits.

If there are still significant variations in effectiveness (more than 20%), depending on effort, then this indicates a “hole" in the sales technology. This issue should be addressed first, before returning to the matter of salaries.

Shortcoming 7: With a "percentage system" of salary ("from profit", "from turnover"), performance is "spontaneously" set by your employees

This illustrates how employees establish a standard if it has not been set by the manager.

Example (model):

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  • The number of employees - 5 people.

  • A salary which is sufficient for the employee, "without overworking himself" - $1,500.

  • Percentage of the turnover paid to the employees - 10% (for example).

  • "Spontaneous" wages fund - $5,000.

  • "Standard" on turnover, spontaneously set by the employees of the enterprise - $75,000.

We can believe that "there is no benchmark" and "people are trying", but it is better to set target benchmarks for your business (by managing the business with ideas and parameters of a business plan, not the wishes of employees) and organise the work in such a way that average people might reach them without making altruistic feats.

The know-how to organise work in this manner is the key skill of the manager and entrepreneur.

The opposite is also true: while avoiding this organisational work, replacing it with the thesis about "the magical formula of motivation" in which an average employee turns into an "angel" (see above), is the well-known management laziness. The numerous "piecework theories and self-satisfaction from them" are merely philosophical justifications of this laziness.

Shortcoming 8: When the number of orders is low, the "percentage model" conceals downtime in production

And finally,

Shortcoming 9: The "percentage model" obscures the contribution of a particular employee

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8. In situations where the volume of orders is reduced, the 'percentage approach' conceals idle periods in manufacturing.

This model inherently masks production downtime. It reduces visibility into when and how often employees are idle or underutilised across a small number of orders. This is detrimental.

When rationing work, “downtime” must be honestly highlighted.

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9. The "percentage approach" obscures the individual contributions of a specific worker.

A wide variety of factors affect profit and turnover; thus, the relationship between salary and work efficiency is not evident. The bonus, in this context, lacks transparency. It merely becomes an arbitrary figure, the origins of which are unclear to the employee.

Summary

According to the authors, the nine aforementioned shortcomings are sufficient to conclude that: "Contrary to numerous mantras on the topic, the percentage of profit/turnover does not have a healthy relationship with motivation".


The authors thank K. Tkalich ("TRIZ-RI Group") for her help in writing this article. The authors thank their colleagues on the Forum at www.triz-ri.ru/forum for the productive conversation on the topic.

The article was first published on the website "Advertising Dimension" ("Reklamnoe Izmerenie") on 1 December 2005.

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