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Motivation is the inner force that guides behavior 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.
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)
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: what motivates salespeople Discussion Question
What are the limitations (if any) of the content theories of motivation when applied to different cultural settings? Provide examples to justify your answer.
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 ratios 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 B (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? Attribution Theory
Attribution theory is concerned with the why question.
Since different behaviors can be attributed to different factors salespeople try to attribute success or failure as the outcome of their behavior to some causes by posing the question why did this happen? classification 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
Motivational theories addressing the issue: how do salespeople choose their actions?
Discussion Question
What are the limitations (if any) of the process theories of motivation when applied to different cultural settings? Provide examples to justify your answer.
Stimulus
Response
Consequence
The stimulus triggers a response (behavior) and the consequences of that response (behavior) determine whether the same response (behavior) will or will not be repeated.
Particularism (e.g., exceptions, unique relations) Communitarianism (e.g., cooperation) Diffusion (e.g., holistic) Ascribed status (e.g., who you are) Outer directed (e.g., examples are located outside) Synchronous time
(e.g., time is a dance)
Using examples, explain how differences in values as above might complicate the task of motivating a global sales force.
Summary
Motivation is an inner force that drives and directs behavior.
Motivation theories answer questions pertaining to what motivates salespeople and how salespeople choose their actions.
The three groupings of motivational theories discussed in this chapter 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.