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Motivating Sales Force

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Submitted By jotsaroop
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Motivating the Sales Personnel

Objectives
Define motivation; Understand the complexity of motivation; Explain the main theories of motivation; Understand the impact of cultural differences on motivation; Explain various tools available for motivating the global sales force; and Discuss the relationship between motivation and job satisfaction.

What is motivation? Motivation is the inner force that guides behaviour 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.

Understanding motivation

Motivation should be understood at two levels:

What motivates salespeople (the reasons behind the intensity and persistence of mental and physical effort expended)

How salespeople choose their action (the direction or decision to engage in specific actions in specific circumstances)

Motivational theories addressing the issue: “what” motivates salespeople Need Hierarchy Theory Self-actualisation needs

Esteem needs Belongingness needs Security needs Physiological needs

Physiological needs (e.g., basic salary); security needs (e.g., pension plan); belongingness needs (e.g., friends in work group); esteem needs (e.g., job title); self actualisation needs (e.g., challenging job).

Motivational theories addressing the issue: “what motivates salespeople”

wo Factor Theory

otivation factors (e.g., achievement, recognition, responsibility) ygiene factors (e.g., supervision, pay, job security, working conditions)

he theory argues that:

he motivation factors or motivators are the primary causes of otivation and

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