Page 123 - DMGT205_SALES_MANAGEMENT

Unit 9: Motivating and Compensating Sales Personal

10. Motivation helps to build the morale of the salesman; it is a driving force for the salesman. Notes
Motivation can overcome the lethargy and inactiveness of the salesman so that he can
perform to the best of his ability.

Did u know? In sales work, motivation begins with the selection process. The sales manager
should not hire people for jobs in which they cannot achieve success. If a salesperson
begins to think that he is not coming closer to his ideals by serving the company, his
behaviour will digress from the management goals.

9.2 Steps in Motivation

The salesmen can be motivated through logical steps which should be followed in a
sequence.

Objectives

The objectives of motivation must be determined by the salesmen, the objectives could be
different for different salesmen and for the different areas. However, the main aim of
motivation is to encourage the salesman to give off his best which has been discussed earlier in
the unit.

Needs

The needs of the salesman must be satisfied and this can be done by joining into the depth of the
expectation of salesmen, the position held by them, their mental attitude and differences between
various salesmen.

Motivation of Salesmen

Salesmen can be motivated through financial or non-financial incentives or both; while deciding
the same, financial condition of the organisation has to be taken into consideration. Salesmen
can also be motivated by changing their territory or area of work. For no-financial incentives
the salesmen can be given other prerequisites, like sending them for training along with their
families, for a holiday trip in attractive locales.

Communication

It is necessary that the communication be already understood, it should be simple and should
give special instructions to the salesmen. The interest of the company as well as that of the
salesman must always be kept in mind so that both are mutually benefited.

Feedback

The result achieved from the motivation programme must be evaluated so that the effectiveness
of the motivational programme can be assessed. The other points to be kept in mind is the
development of the team spirit and development of satisfaction from the work, which is necessary
for the success of the programme.

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