09/10/2024
Lecture 6:
Motivation and Training
Learning objectives
• Understand certain motivation theories in the context of selling
• Apply motivation in practice
• Understand what is required to be a successful leader
• Organise suitable sales training programmes and evaluate their
usefulness
1
09/10/2024
Motivation
• The choice of the individual to (1) start working on a task or
project, (2) expend time and effort on that task and (3) continue to
work on the task for an appropriate period of time.
• Key features of motivation include:
– Direction, which means tasks on which the individual will focus effort.
– Intensity, which refers to the amount of physical and mental effort
expended on a given task, and
– Persistence, which refers to the duration of the effort an individual will
Motivation
• Three basic motivators
– Recognition of the achievement
– Incentives or rewards for achievement
– Training to facilitate achievement
• Motivators appear to be more complicated as
– They vary by individual
– Sales force includes diverse personality types: laggards, core performers,
stars
2
09/10/2024
Motivation
• Challenges in motivation:
– Frequent rejection can demoralize salespeople, particularly in high-
rejection fields (e.g., insurance).
– Geographic separation from supervisors can lead to feelings of isolation.
• Effective motivation strategy:
– Understanding each salesperson's unique motivations and value systems
is crucial.
– Sales managers should create environments that encourage self-
motivation.
Motivation theories
• Maslow’s hierarchy of needs
Can you think how this theory can be used by
sales managers to motivate salespeople?
3
09/10/2024
Motivation theories
• Herzberg’s dual factor theory
Hygiene factors Motivators.
• Physical working • Achievement,
conditions, security, recognition,
salary and interpersonal responsibility, interest
relationships value
• Can cause • Result in positive
dissatisfaction but can motivation
not motivate
Motivation theories
• The Vroom expectancy theory of motivation proposes that
individuals contemplate the consequences of personal actions in
choosing different alternatives to satisfy their needs.
– Expectancies – perceived linkages between more effort and improved
performance
– Instrumentalities – perceived relationship between improved performance
and increased rewards
– Valence for rewards – perceived intrinsic value of the rewards
4
09/10/2024
Motivation theories
• The Vroom expectancy theory of motivation
Motivation theories
• Adams’s inequity theory:
– Feelings of inequity (unfairness) can arise when an individual’s effort or
performance on the job exceeds the reward they receive.
5
09/10/2024
Motivation theories
• Reinforcement-oriented theories (or OBM)—rely on systematic
application of rewards or punishments to strengthen, maintain, or
eliminate behaviors.
• Sales managers can use the following four OBM approaches:
– Positive reinforcement or a reward for a desired behavior.
– Negative reinforcement or avoiding an undesirable outcome.
– Punishment or sanction for displaying an undesired behavior.
– Extinction or no positive reinforcement after an undesirable behavior.
Motivation theories
• Likert’s sales management theory
Methods of conducting sales meetings
6
09/10/2024
Motivation theories
• Churchill, Ford and Walker model of salesforce motivation
Salesforce motivation
Motivation in Practice
Motivating factors for salespeople
7
09/10/2024
Motivational factors for salespeople in industrial and
consumer goods markets
Sources: Republished with permission of Emerald Publishing Limited, from Industrial: Shipley, D. and Kiely, J. (1988) Motivation and dissatisfaction of industrial salespeople – how
relevant is Herzberg’s theory?, European Journal of Marketing, 22:1
Tools for Motivating Salespeople
Meetings
Setting sales
Financial between
targets or
incentives managers and
quotas
salespeople
Promotion Sales contests
8
09/10/2024
Perceptions towards motivation
and demotivation
Summary of differences between sales directors and sales representatives
Topics salespeople like to discuss more with their
sales managers
9
09/10/2024
The role of leadership in motivating sales teams
• Leadership is about influencing others' behaviors to accomplish
goals.
• Motivation drives action, but leadership provides the direction
needed to achieve objectives.
• Leadership in sales management context: focuses on
relationships between sales managers and salespeople, as well
as account managers leading teams.
Characteristics of a successful leader
1. Leaders have a strong, defined sense of purpose
2. Leaders are effective communicators
3. Leaders are persistent and hard-working
4. Leaders are self-aware
5. Leaders are learners
6. Leaders love their work
7. Leaders inspire others
8. Leaders establish human relationships based on trust, respect and caring
9. Leaders are risk takers
10. Leaders are keen to help others attain their goals
11. Leaders have the ability to motivate and inspire salespeople to grow and learn
10
09/10/2024
Leadership styles
• Six leadership styles and key characteristics
Benefits of training
Sources: Based on Pettijohn, C.E., Pettijohn, L.S. and Taylor, A.J. (2007) ‘Does salesperson perception of the importance of sales skills improve sales performance, customer
orientation, job satisfaction and organizational commitment, and reduce turnover?’, Journal of Personal Selling & Sales Management, 27(1):75–88; Vroom, V.H. (1964) Work and
Motivation. New York: Wiley; and Krishnan, B.C., Netemeyer, R.G. and Boles, J.S. (2002) ‘Self-efficacy, competitiveness and effort as antecedents of salesperson performance’, Journal
of Personal Selling & Sales Management, 22(4):285–95.
11
09/10/2024
Issues in Sales Training
• Who should be trained?
– New Recruits
– Different stages of sales people’s careers
• What should be the training primary emphasis?
– Product Knowledge
– Company Knowledge
– Customer Knowledge
– Selling Skills (Time Management, Presentation Skills)
Skill Development
12
09/10/2024
Components of a Training Programme
Training Methods
• Lectures
• Films
• Role playing
• Case study
• In-the-field training
• E-learning
13
09/10/2024
On-the-Job Training
• Teaming - bring together people with different skills
• Meetings - set aside times when employees can get together
• Customer Interaction - include customer feedback as part of
learning process
• Mentoring - provide informal mechanism for new salespeople to
learn from more experienced ones
• Peer-to-Peer communication - create opportunities for mutual
learning among salespeople
Criteria used to Evaluate Training Courses
Source: Stamford-Bewlay, C. and Jobber, D. (1989) ‘A study of the training of salespeople in the UK’, University of Bradford School of Management working paper.
14
09/10/2024
Evaluation Options Matrix
15
