Motivation and Training

Chapter 14
Contents

14.1 Motivation
14.2 Leadership
14.3 Training
Motivation

High level of motivation leads to

Motivational theories

• Maslow’s hierarchy of needs

• Herzberg’s dual factor theory
• Vroom’s expectancy theory
• Adams’s inequity theory
• Likert’s sales management theory
• The Churchill, Ford and Walker model of Salesforce
motivation
Maslow’s hierarchy of needs
Herzberg’s dual factor theory
Vroom’s expectancy theory
Adams’s inequity theory
Adams’s inequity theory

• Monetary rewards;
• Workload;
• Promotion
• Degree of recognition;
• Supervisory behavior;
• Targets;
• Tasks;
Likert’s sales management theory
High performing sales teams usually had sales managers who themselves had high
performance goals.

The research conducted by Likert suggests that to produce a highly motivated Salesforce, the
sales manager should have high performance goals and encourage and discussion of
salespeople’s performance and problems through the group method of conducting sales
meetings.
The Churchill, Ford and Walker model of
Salesforce motivation
Motivation in Practice

Motivating factor for sales people

Motivation in Practice
• Financial incentives
• Setting sales targets or quotas
• Meetings between managers and salespeople
• Promotion
• Sales contests
Financial incentives

• Most companies pay commission or bonus to their sales people

• The most usual form is
• Commission system
• The commission base (sales revenue , profit)
• The commission rate (set % for all sales or various product)
• Starting time of commission
•
• Commission system stimulate greater effort, greater energy
Setting sales target

• Sales target or quota must be fair and challenging

• Generally sales target increase must be consistent
• In addition, changes in commercial, territory
Sales Contest

• Popular form of incentive for consumer Salesforce

• To encourage higher level of sales in general , increase sales in slow-
moving, reword the generation of new customers.
• Competitive spirit of salespeople
• To be effective, contest must be seen to be fair, SR to be believe that
they are capable of winning.
• Contest can encourages cheating, (SR stored up the order)
• Contest may militate against the spirit of mutual help and co-
operation.
Leadership

“Leadership is the process of influencing the behavior of

people toward the accomplishment of objectives”
Leadership
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 lover 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.
Six Leadership styles and key characteristics
7 Sales Challenges

1.Distinguish between similar products and services.

2.Putting together groups of products to form a business solution.
3.Handling the more educated buying population.
4.Mastering the art of consultative selling.
5.Managing a team selling approach.
6.Knowing the customer’s business.
7.Adding value through service.
Benefits of training
4 stages to learning a skill

Unconsciously Consciously Consciously Unconsciously

Unable Unable Able Able
Components of a training program

Exam Q; (Mar 14 , Mar 15)

Analyze; a) the appropriate components of a training program for salespersons.
b) the methods available for delivering a program.
Methods
Lecture

Films

Role Playing

Case Studies

In-the field Training

e-learning
Evaluation of training courses

1.Participants’ reactions to the training course.

2.Acquisition and retention of knowledge and attitude change.
3.Changes in work behavior.
4.Organizational outcomes.
Training Sales Managers
Methods used to train sales managers
Method %
Group discussions 67
Role playing 61
Case studies 55
Internet-based training 53
Seminars 50
Motivated speakers 33
Videotapes/Films 24
Videoconferencing 24
College or university courses 11
Audiotapes 9
Correspondence courses 5
Topics covered in sales training program for
managers
Topic %

Sales process 66

Leadership 41

Coaching 37

Human resources 12

Performances management (eg. Evaluation) 11

Team building 5