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What is motivation?
Motivation is the inner force that guides behaviour and is concerned with the causation of specific actions. Motivation is a three-dimensional construct consisting of the following: Intensity or the magnitude of mental activity and physical effort expended towards a certain action; Persistence or the extension of the mental activity and physical effort over time; and Direction or the choice of specific actions in specific circumstances.
Motivation is the arousal, intensity, direction, and persistence of effort directed toward job tasks over a period
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Although a sales reward system is not the only means of motivating salespeople, it is the most important
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Understanding motivation
What motivates salespeople (the reasons behind the intensity and persistence of mental and physical effort expended)
How salespeople choose their action (the direction or decision to engage in specific actions in specific circumstances)
Physiological needs
Physiological needs (e.g., basic salary); security needs (e.g., pension plan); belongingness needs (e.g., friends in work group); esteem needs (e.g., job title); self actualisation needs (e.g., challenging job).
Motivational theories addressing the issue: what motivates salespeople Two Factor Theory Motivation factors (e.g., achievement, recognition, responsibility) Hygiene factors (e.g., supervision, pay, job security, working conditions) The theory argues that: The motivation factors or motivators are the primary causes of motivation and address the question why work harder; The hygiene factors are necessary conditions to achieve a state of neutrality and address the question why work here.
Motivational theories addressing the issue: what motivates salespeople ERG Theory Existence (E) Relatedness (R) and Growth (G) needs are structured in a hierarchical order. The theory postulates that: a) The lower the level of satisfaction in a need the more it will be desired; b) The higher the satisfaction in a lower level need, the greater the desire to satisfy a higher level need; and c) The lower the satisfaction in a higher level need the greater the desire for satisfying lower level needs.
Motivational theories addressing the issue: how do salespeople choose their actions?
Equity Theory
Equity (inequity) is defined as the belief that one is treated fairly (unfairly) in relation to others.
A salespersons choice of effort to be expended is a result of a comparison between his output-input ratio and the output-input ratio of others.
Output of A (e.g., pay, recognition) Input of A (e.g., effort, loyalty) Output of B (e.g., pay, recognition) Input of A (e.g., effort, loyalty)
A salesperson who perceives to be inequitably treated can change his input, output, alter the perceptions of self and/or others, change comparisons or leave the situation.
Motivational theories addressing the issue: how do salespeople choose their actions? Expectancy Theory
Motivation is a function of a salespersons anticipation that a particular behaviour will lead to outcomes that s/he values.
Motivational theories addressing the issue: how do salespeople choose their actions? Attribution Theory Attribution theory is concerned with the why question.
Since different behaviours can be attributed to different factors salespeople try to attribute success or failure as the outcome of their behaviour to some causes by posing the question why did this happen ?
Taxonomy of causes:
Locus of control dimension (causes that are within [internal] or outside [external] the individual); Stability dimension (causes that are stable or unstable) Control dimension (causes that are controllable or uncontrollable)
Motivational theories addressing the issue: how do salespeople choose their actions? Goal Setting Theory
Motivated behaviour is the result of conscious goals and intentions. The theory starts from the point that a salesperson has determined to engage in an activity and argues that a persons inclination to act in a particular way is influenced by the: Anticipated result (goal); Intention (will), which implies: Effort (will-act); and Strategy to reach the goal (object oriented content).
Goal difficulty and goal specificity are two important aspects that shape performance.
The stimulus triggers a response (behaviour) and the consequences of that response (behaviour) determine whether the same response (behaviour) will or will not be repeated.
Need for stimulation (e.g., need to seek outside stimulation and challenges)
Need for honesty (e.g.,need to believe in the rightness of their practices)
Motivational tools include, but are not limited to: Sales meetings;
Relationships
Remember that, as a sales manager, you impact the lives of your salespeople and their families Help make your salespeople successful by putting their interests above your own Remember that people come before power, influence, and wealth (PIW)
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CONCLUSION:
Motivation is an inner force that drives and directs behaviour. Motivation theories answer questions pertaining to what motivates salespeople and how salespeople choose their actions. The three groupings of motivational theories are: Content, Process and Reinforcement.
Culture influences motivation through its influence on salespeoples values, attitudes and norms.
Sales managers have a range of motivational tools at their disposal. Cultural differences among salespeople should be taken into consideration when designing a motivational program. Motivation, job satisfaction and performance are inextricably related.