Sales force motivation

The Motivation process

Motive Behaviour Goal

Motives and Motivational drives: They are the drivers for the behavioural action of the Sales
person. The motives are classified as

a) Primary b) General c) Secondary motives.

Primary – Based on physiological needs. They seek to reduce tension/ stimulation.

General – Stimulus motives – increase stimulation. Curiosity, activity and affection.

Secondary motives – Drawn out of the conditions from the society and interaction of
individuals.

Motivational programme and Essential aspects

a) Security
b) Achievement
c) Approval
d) Loyalty
e) Advancement
f) Leadership

Theories of Motivation

 Content theories - explain the contents of an individual’s need structure or motives

 Process theories – helps in understanding the psychological process of motivation
 Reinforcement – how reinforcement can influence the motivation.

Content theories – Maslow‘s theory, Hertzberg’s 2 factor theory, McGregor’s theory, ERG
theory and Z theory of William Ouchy (Japanese theory)

Hertzberg 2 factor theory

a) Hygiene factors and motivators. Hygiene factors when absent can increase dissatisfaction.

ERG theory – Alderfer – Existence, Relatedness and Growth.

McGregor’s theory – X and Y. X- work is inherently not liked by people.

Z theory – 3 factors contribute to success of any organization – Technology, culture and

management systems. Focus on long term employment.

Process theories

a) Equity theories – related motivation with people’s perception and feelings. Comparison
with other people and try to establish equity.

b) Expectancy theory – Vroom. Motivation is a mix of 3 factors a) Valence b) Expectancy

c) Instrumentality (related with reward).

Reinforcement theories

a) Hull’s drive theory- Activation of drive leads to random behaviour. Drives activate habit.

b) Skinners reinforcement theory - Reinforcement strongly influences behaviour. Positive

rewards increase the probability of behaviour and vice versa.

Factors that influence sales force motivation

a) Personal characteristics

b) Environmental conditions

c) Organizational policies and procedures

Designing a motivational programme

a) Programme objective- studies to understand reasons for which sales people have to be
motivated. Understand the needs and sentiments of people. Needs change over a period of
time

b) Motivational tools: Financial and Non-Financial

c) Individual methods

d) Group methods

e) Communication- Promotions, rewards and appreciation letters

f) Auxiliary environment and Feedback

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