mortivation sales people
TRANSCRIPT
Motivating the Sales Force
In A Global Perspective
By Dr. Himendra Balalle
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:
1.Intensity or the magnitude of mental activity and physical
effort expended towards a certain action;
2.Persistence or the extension of the mental activity and
physical effort over time; and
3.Direction or the choice of specific actions in specific
circumstances.
What is Motivation
Motivation should be understood at two levels:
What motivates salespeople How salespeople choose their action
(the reasons behind the intensity (the direction or decision to engage in
and persistence of mental and specific actions in specific
physical effort expended) circumstances)
Motivational theories addressing the issue:
“what” motivates salespeople
Need Hierarchy Theory
Physiological needs
Security needs
Belongingness needs
Esteem 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). Source: Maslow, 1943)
Self-actualisation
needs
Herzberg, a clinical psychologist and pioneer of “job enrichment,”
developed his motivation theory during his investigation of 200
accountants and engineers in the USA.
Two Factor Theory
Herzberg showed that satisfaction and
dissatisfaction at work almost always
arose from different factors
According to Helzberg,
Man has two sets of needs:
As an animal to avoid pain
As a human being to grow psychologically
Two Factor Motivational Theory
• Hygiene factors are needed to ensure an employee does not become
dissatisfied. They do not lead to higher levels of motivation, but
without them there is dissatisfaction.
People are influenced by two factors:
Motivation factors are needed in order to motivate an employee into
higher performance. These factors result from internal generators in
employees.
Motivation factors (e.g., achievement, recognition, responsibility)
Hygiene factors (e.g., supervision, pay, job security, working
conditions)
The theory argues that:
The motivation factors or motivators are the primary causes of
motivation and address the question “why work harder”;
The hygiene factors are necessary conditions to achieve a state of
neutrality and address the question “why work here”.
Motivational theories addressing the issue:
“what motivates salespeople”
Examples of “Hygiene” Needs or
Maintenance Factors
The organization, its policies & administration
Kind of supervision (leadership & management,
including perceptions)
Relationship with supervisor
Work conditions (including ergonomics)
Salary
Status
Job security
Interpersonal relations
Hygiene Needs
People will strive to achieve “hygiene” needs
because they are unhappy without them, but
once satisfied, the effect soon wears off –
satisfaction is temporary.
Parallels with Maslow’s Hierarchy of
Needs Motivational Model
True Motivators
• Achievement
• Recognition for achievement
• Work itself (interest in the task)
• Responsibility
• Growth and advancement
Represents a far deeper level of meaning
and fulfillment