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The Missing Link to Increasing Sales Motivation

blog author
Written by Mike Schultz
President, RAIN Group

There's no denying that having a highly motivated sales team ready to give their full energy and effort day in and day out has a huge impact on your organization's success.

When it comes to sales motivation, companies commonly focus on compensation, bonuses, and incentives to get top performance out of their sales team. While compensation is important, it certainly is not the only, or even the main factor that drives sales motivation.

Sellers bring their own intrinsic motivation to their jobs and it's up to the organization to tap into seller motivation at a high level and sustain it. There is one missing link that most organizations overlook when they think about motivating their sales force.


And no, I'm not talking about valuing your sellers (though that is important). I'm talking about the value your products, services, and ideas provide to buyers.

In our recent research report, The Value-Driving Difference: How to Grow Revenue, Improve Win Rates, and Retain Top Sellers through Value, we looked at the differences between companies that are value-focused and those that are not. One of the most surprising correlations we found was the relationship between value and sales motivation.

Companies that have a true focus on value for buyers are much more likely to have highly motivated sales forces.

When sellers believe in what they sell and the difference they can make for their buyers, they can (and do) sell much more of it.

Perhaps nothing is more demotivating to sellers as needing to hit quota and selling as much as possible regardless of whether it adds value to buyers. That's not to say that having a quota isn't important. From our research we know that companies with achievable sales goals are more likely to have motivated sellers. But having goals alone is not sufficient.

Too many organizations focus on motivation directly. Focus on value and you'll unleash motivation.

Motivation in Value-Driving vs. Non-Value Driving Sales Organizations
Motivation in Value-Driving vs. Non-Value-Driving Sales Organizations

Value-Driving Sales Organizations are 2.5x more likely to say their managers and leaders are effective at creating and sustaining maximum selling energy from sellers and they are 2.2x more likely to say their culture drives and supports sellers' motivation to succeed.

Vibrant, proactive sales organizations have value at the core.

Download Now: 3 Daily Habits to Increase Sales Motivation


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Topics: Sales Research Sales Performance Improvement