Marketing Management, 16th Edition

Motivating the Sales Force

The majority of sales representatives require encouragement and special incentives, especially those in the field who encounter daily challenges.32 Most marketers believe that the higher the salesperson’s motivation, the greater the effort and the resulting performance, rewards, and satisfaction—all of which in turn further increase motivation.33

Marketers reinforce monetary and nonmonetary rewards of all types. One research study found that the employee reward with the highest value was pay, followed by promotion, personal growth, and sense of accomplishment.34 Least valued were liking and respect, security, and recognition. In other words, salespeople are highly motivated by pay and the chance to get ahead and satisfy ...