Sales Force Management - Banhbeo's blog | PR, Event
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Transcript Sales Force Management - Banhbeo's blog | PR, Event
Motivation
3/2/99
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Discussion Questions
What is the best way to motivate a
salesforce?
How can you systematically design a
motivation system?
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Three Major Determinants
of Motivation
Environmental conditions
The firm’s management policies
compensation
supervision
task characteristics
Personal characteristics of the salesperson
3
Motivation Session
Objectives
understand the components of motivation
through the expectancy-value model
relate management tools to components
of the expectancy-value model, to use in
influencing motivational levels
consider how management style and the
use of various “tools” influence motivation
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Motivation Session Outline
Locus of Control and Motivation
Expectancy-Value Model of motivation
what is it?
Who cares? (implications of the model)
Glengarry Glen Ross & the impact of the
sales manager on motivation
The impact of role stress
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Locus of Control and
Motivation
Locus:
External vs. internal attributions
Stable vs. unstable attributions
Examples:
External Stable:
External Unstable:
Internal Stable:
Internal Unstable:
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The Expectancy-Value
model
Why are people motivated
to initiate a task
to choose a certain effort level
to persist in a task
Expectancy Principle: salespeople choose a level
of effort based on the expected payoffs of
alternative effort levels
Most popular model of motivation (at least
among sales force researchers)
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Expectancy-Value Model in
Notation
Mj=Ej x Vj where:
Mj=motivational drive to achieve level j of performance
(e.g. sales, number of new accounts etc.)
Ej =beliefs about the effort to performance linkage:
perceived chances of achieving level j of performance
given effort
Vj = overall subjective utility (valence or value) of
achieving level j of performance
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Examples:
Ej
Vj
Mj
Level of Performance
80% 60
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If j=$200,000 in sales
40% 100
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If j=$300,000 in sales
10% 80
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If j=$400,000 in sales
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Valence/Value: Vj
Valence is a composite of the utility you derive
from the suboutcomes (consequences) that
accompany achieving level j of performance
These might include:
more pay, promotion, liking & respect, lack of leisure
time, personal growth
security, sense of accomplishment, recognition,
hurting personal life
Outcomes can have negative utility/valence
Obviously the list could be longer & vary across
individuals
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Vj= (Iij x Vi)
Vj = expected overall utility to an individual of achieving
performance level j
Iij = beliefs about the performance to suboutcomes linkages: the
individuals subjective probability that achieving performance
level j would create suboutcome I (instrumentalities)
Example: 30% chance that selling $300K (performance level j)
would get one a promotion (suboutcome I)
Vi = the utility an individual derives from suboutcome I
(e.g., a promotion) Note: this can be negative
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That’s nice, but who
cares?
Nobody thinks like this (it’s too
complicated)
But model holds up well in field testing
(good “as if” model)
Explains up to 40% of variance in
performance
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Expectancy-Value Model
Advantages
Model is a handy way to structure a
messy question
Forces you to project o each individual’s
underlying beliefs (expectancies) and
needs/wants (values)
Different people can exhibit the same
level of motivation for very different
reasons
Nice vocabulary to talk about motivation
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Implications for How to
Motivate
No reward is motivating if it is out of reach (low
expectancy)
Raising the goal (performance level j) often depresses
motivation
Introduces negative outcomes
Depresses expectancies
Can motivate by trying to induce sales people to:
raise expectancy (I.e. through training, encouragement)
consider a negative suboutcome unlikely
consider a positive suboutcome likely
Add a new positive suboutcome
Change their ideas about whether suboutcomes are desirable or
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undesirable (vi: doomed strategy for the most part)
Glengarry Glen Ross
what is the impact of management style on the
components of the expectancy value model?
What motivational “tools” are used?
How do these tools impact motivation in the short-term?
Over the long term?
How do these tools impact extrinsic motivations?
Intrinsic motivation?
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Motivators
Positive Motivators
Commission
Recognition
Acceptance
Respect
Trust
Achievement
Pride
Negative Motivators
Fear
Intimidation
Revenge
Obligation
Social Comparison
(one-up)
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Sales Manager Objectives
& Tools
Objectives:
Increase magnitude and accuracy of expectancies
Increase accuracy of instrumentalities
Understand and work with valences
Key:
reduce role stress arising from role ambiguity & role conflict
Tools:
training: expectancies
evaluations, reviews: expectancies, instrumentalities
communication, participation: instrumentalities
selection: hire SP whose Vi’s match company suboutcomes
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How to Motivate
Define each employee’s motivating factors and provide an
environment that incorporates those factors
Praise performance
Address poor performance
Set goals & clearly communicate expectations
Share your vision and include your team in creating it
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Measuring Components of the
Model
May be done informally for small sales forces, but
beware of biases (e.g. we believe what we want to
believe; we think everyone else is like we are)
periodic surveys can be conducted to quantify each
component of the model
expectancies: to what extent do you believe that if you do x, y
will happen
instrumentalities: to what extent do you believe that if y
happens, you’ll receive z
valences for suboutcomes: how important is ..
Quantified information is valuable at both the aggregate
level and the individual level
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Role Stress
“A primary influence on how salespeople perform is their
perceptions of the demands placed upon them”
“A role is a prescription:
it tells you the activities and behavior that are expected of
anyone in a position
Role partners
communicate expectations
pressure salespeople to meet them
A role partner is anyone with a vested interest in how a
salesperson does the job, such as:
the boss, the customers, other executives, other salespeople
and support people, people who are significant in the sales rep’s
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personal life
Role Stress (continued)
Role stress is like a disease; most reps suffer
complications of role stress
Why?
Sales is at the boundary of the firm; salespeople are boundary
spanners, which means lots of role partners
Salespeople often have to be creative; find solutions; reconcile
needs
A sales reps performance affects performance of lots of other
people
Sales reps personify the cruel voice of the marketplace
(scapegoat- kill the messenger)
Time and resource constraints necessitate tradeoffs between
role partners’ expectations
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Role Stress (continued)
Day after day, salespeople grapple with the messages
their role partners send them and the pressures role
partners put on them.
Two things create role stress (create problems that
eventually will make the salesperson miserable):
Perceived Role Conflict
Perceived Role Ambiguity
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Perceived Role Conflict:
you feel that the demands of your role partners are
incompatible. To make one happy, you have to upset
another (perceived).
Upshot: misery & poor motivation
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Perceived Role Ambiguity:
You feel you don’t have the information to cope with
your job demands
don’t know how to do a task
don’t know what role partners expect
don’t know how your performance is being evaluated
don’t have clear objectives
SUM: unsure how you’re doing and what to do next
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How to reduce Role Stress
Communicate! Give feedback!
Even bad news is better than news
Salespeople must have accurate expectancies &
instrumentalities
Training and encouragement: increase expectancies for
desired levels of performance- people who believe they
can, often do
Accept that some role stress is normal (even desirable)
but be especially alert for dysfunctional levels of role
stress in inexperienced people
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Sales Manager Atmosphere
Creation
Traditional Approach
Authoritative “management”
Emphasis on rewards the manager gives out:
pay
promotion
recognition of achievement
Leading to:
Motivation to work harder: intensity, persistence
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Non-traditional atmosphere
Participate leadership
Emphasis on intrinsic rewards & motivation
people work because selling satisfies them with:
challenges
pride in serving customers
pride in skills
“Warm Culture”
informal
sense of shared values
identify with company
long-term employment
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Motivating
A motivator is one who can understand an overall goal
and inspire others to make a personal commitment to
this goal
5 ways to provide a motivating environment
Participation: involvement in decisions that affect the team
Environment: climate for success, creativity
Recognition: giving credit, praise, rewards
Knowledge: having it, communicating it
Style: use appropriate style for each situation:
coaching, supporting, delegating, directing
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