MANAGEMENT


It’s Official: Motivation Improves Sales Results MARTIN OETTING


A study of the correlation between career stage and motivational levels among salespeople revealed ways to improve sales results. Three marketing researchers used previous analyses to divide sales careers into four stages: exploration, establishment, maintenance, and disengagement.


Through a process of surveying 227 salespeople of a manufacturer of commercial and residential building


materials and supplies, the study revealed salespeople’s motivational concerns in each stage. This infor-


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mation can give sales managers indications of how they can increase salespeople’s motivational levels.


THE EXPLORATION STAGE Salespeople in this stage are in entry-level positions and are in their early 20s. They are trying to find a niche in the job market and are likely to switch jobs.


People in this stage do not feel they


are being rewarded for superior per- formance, one researcher said. That skepticism should be management’s concern here – becoming coaches


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