Page 122 - DMGT205_SALES_MANAGEMENT

Sales Management

Notes  Discuss the non financial incentives;
 Describe the compensating Sales Personal.

Introduction

It has a monotonous job to perform and he gets fed up very soon and wants a change. Through
motivation the salesman is stimulated to action, so that he gets interested in the job and performs
his duties to the best of his capability. "The primary purpose of motivation is to aid salesmen to
satisfy their goals by stimulating them to improve the efficiency of their work." Motivation can
be defined in many ways, it is a psychological aspect and helps the salesman to a goal directed
behaviour. Through motivation the needs of the salesmen may be fulfilled. Motivation can be
carried out through financial and non-financial incentives. It is a continuous process that carries
on as the expectation of the sales person keep changing from time to time.
The main objectives of motivation are:
1. To stimulate the salesmen to improve their efficiency.

2. To establish cordial relationship between the managers and salesmen.
3. To maintain high morale among the salesmen.
4. To seek cooperation of the salesmen in achieving the sales target.

9.1 Need for Motivation

Motivation is specially required in sales management as the nature of job is different from the
usual work that the other members of the organisation are engaged in:
1. The job has a lot of obstacles for the salesman, as most of the customers visited don't
entertain the salesmen by giving orders.
2. The salesman has no family life as he is always enveloped in the market and the traders.
3. He has to face acute competition from competitive products. There is no fixed hour of
working for a salesman.
4. The activities of a salesman are repetitive and he gets dissatisfied from repeating his work
which becomes highly monotonous.

5. He is under pressure both from the customer (wholesaler, retailers and consumers) and
his supervisor, as both want to get the best from the deal. The salesman is sandwiched
between the two parties.

6. Too much of travelling and keeping away from home leads to health problems which
affects the salesman in the long run.
7. By working in fields the salesman does not have contacts with his fellowmen or the
members of the organisation and is posted at very distant places most of the year. Thus, he
does not have any group relationship and feels alone most of the time.
8. He does not work to full capacity and does an average job to remain in the job. This can be
overcome through proper motivation.

9. Most salesmen have a variety of needs including physiological and social needs and thus
feel that they can't satisfy their needs by remaining in the sales job which gives them
lesser opportunities to socialise with their kith and kin.

116 LOVELY PROFESSIONAL UNIVERSITY