Unit -4

Motivation of
sales force

Motivation
It is a driving force that moves an
individual and causes them to act
It has been derived from the Latin word
moveve which mean to move
It is the process of attempting to
influence others to do your will through
the possibility of gain or reward

What is motivation?
Motivation is the inner force that guides behavior and is
concerned with the causation of specific actions.
Motivation is a three-dimensional construct consisting of the
following:

Intensity or the magnitude of mental activity and physical

effort expended towards a certain action;
Persistence or the extension of the mental activity and
physical effort over time; and
Direction or the choice of specific actions in specific
circumstances.

Motivation is a
process consisting
of:
1. the motive
2. the need,
drives, desires etc
3. attainment of
the objective

Why Motivate?
Helps your most productive employees become
better
Helps less productive employees become more
productive
Prevents management from overlooking high
potential performers

Importance of
Motivation

Best utilization of resources

Will to contribute
Reduction in labour problem
Basis of cooperation
Improvement upon skill and knowledge
Better image
Increase in productivity

How to spot a motivate workforce?

Motivated employees
- contribute to a positive work

environment
- care about the company image and
success
- are good for your business
- are committed to problem solving

Unmotivated employees
- do not attract or retain client
or customers
- do not care about the
company image and success
- often quit or get themselves
fired

Motivational help' from

management
Sales personnel require motivational help
from management to reach and maintain
acceptable performance levels on various
issues:
Inherent nature of the sales job
Salespersons boundary position and role
conflict
Tendency towards apathy
Maintaining a feeling of group identity

Theories of
motivation

to motivate the sales forces

Theories of motivation
Maslows theory of motivation
Herzbergs theory of motivation

Maslows theory of
motivation
It is propounded by Abraham maslow
According to theory the behaviour of
an individual at a particular moment is
usually determined by his strongest
need.

Herzbergs theory of
motivation
It is an extension of the need hierarcty
model of A.H. Maslow
According to this theory ,there are two
factor which affect motivation . These
factors are :
(1) hygiene factor
(2) motivators

Hygiene factor: These factor are

necessary to maintain a reasonable of
satisfaction in employees. They include:

1.
2.
3.
4.
5.
6.
7.
8.

Company policy& administration

Technical aspect of supervision
Interpersonal aspect of supervision
Interpersonal relation with peer &subordinates
Working condition
Salary
Status
Job security

Motivators: these factor are those

their absence does not cause
dissatisfaction but their presence
has uplift the employees
motivation. they include:

1.
2.
3.
4.
5.
6.

Achievement
Recognition
Responsibility
Advancement
Growth
Work itself

Summary

Motivation is an inner force that drives and directs behavior.

Motivation theories answer questions pertaining to what motivates

salespeople and how salespeople choose their actions.

The three groupings of motivational theories discussed in this chapter

are: Content, Process and Reinforcement.

Culture influences motivation through its influence on salespeoples

values, attitudes and norms.

Sales managers have a range of motivational tools at their disposal.

Cultural differences among salespeople should be taken into
consideration when designing a motivational program.

Motivation, job satisfaction and performance are inextricably

related.