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THE SCIENCE OF MOTIVATING SALES PEOPLE

April 30, 2018

I recently read an E-mail white paper by the Hoffeld Group called “The Science of Motivating Sales People”. The Hoffeld Groups sales training approach is based on neuroscience and behavioral science.

There are some very interesting points, which I can whole heartedly agree. The true essence is this mentality of the carrot and the stick of Sales Management must go.

Their white paper makes the following points.
1. Most of motivational strategies that sales managers use demotivate sales people. My blog in 2012 Sales People Are Not Just Motivated by Money, I quoted Dan Pink’s book Drive, which says how people are truly motivated. By the way sales people are people too.
2. Of course, compensation is important. However, compensation based on financial incentives motivate to a point. Once the goal is met, they cease to motivate. The results are temporary and do not produce lasting improvements in performance.
3. Self-motivation and the desire to be better at what they do is the strongest driver.

What is important to Sales people other than money? From personal experience and from what I have read, most people are motivated by autonomy, a sense of purpose, interesting work, and job security. Great leadership can motivate, but overall people must be self-motivated. Your most important job as a Sales Manager is not to demotivate but help them get better.  Beating them with a stick does not work.

So, what can you do to assure that you get all top performers. It starts with proper hiring. Form your hiring interview on uncovering self-motivation. Don’t worry so much about experience in the industry and/or education. Think about the most successful people you know and what are their traits, and how you will uncover them in the interview? With your present sales people see where there are weaknesses and help them if you can. Here are some attributes of successful sales people.

1. They do not fear failure – The understanding that one can learn more from failures than from successes.
2. Their mentality is one of constantly improving themselves and improving things around them. This also means that they are willing to be coached.
3. They are goal oriented.
4. They have a lot of self-confidence – If they are not confident in themselves, and are not confident in the company, how can a prospect or client be confident.
5. They love a challenge. – Nothing is more challenging than sales.
6. They have creative thoughts on how to approach different situations
7. They are optimistic about themselves and the world around them.
8. They easily relate to others and have empathy.
9. They have excellent communication skills both verbally and in writing.
10. They are persistent and not afraid to follow-up with people if they see a benefit to the prospect.
11. They connect easily with people and are not afraid to share their connections.


Now the question becomes how you compensate these type sales people. A good article to read from Harvard Business Review is “How to Really Motivate Sales People” by Doug J. Chung. In essence devise part of the compensation plan that will make them more successful and motivated other than money. Keep your payout periods short not annually. Keep it simple. Think about giving gifts for achievement rather than money. In any case, keep experimenting with the compensation system till you find something that works for your sales force.

Your comments are welcomed and appreciated.

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