Page 57 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Unit 3: Motivating and Compensating the Sales Force

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.

3.1.2 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.

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.

3.1.3 Maslow's Hierarchy of Needs

Maslow argued that needs form a hierarchy in the sense that, when no needs are fulfilled, a
person concentrates upon his or her physiological needs. When these needs are fulfilled, safety
needs become preponderant and become important determinants of behaviour. When these are
satisfied, belongingness becomes important - and so on up the hierarchy.
Although Maslow's belief, that one set of needs only becomes important after lower order needs
have been completely satisfied, has been criticised, the theory does have relevance to sales force
motivation. First, it highlights the perhaps obvious point that a satisfied need is not a motivator
of behaviour. Thus, for sales person who already receives a more than adequate level of

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