10
10-1
Salesperson
Performance:
Behavior, Motivation,
and Role Perceptions
SALESPERSON PERFORMANCE: BEHAVIOR, MOTIVATION, AND ROLE PERCEPTIONS
Learning Objectives
• Understand the model of
salesperson performance
• Identify the various components that
make up the model
• Discuss the role perception process
• Understand why salespeople are
susceptible to role issues
10-2
SALESPERSON PERFORMANCE: BEHAVIOR, MOTIVATION, AND ROLE PERCEPTIONS
EXHIBIT 10.1
10-3
Determinants of Salesperson Performance
SALESPERSON PERFORMANCE: BEHAVIOR, MOTIVATION, AND ROLE PERCEPTIONS
Role Perceptions
• Perceived role conflict – arises when
role demands of role partners are
perceived as incompatible
• Perceived role ambiguity – occurs
when necessary information to
perform role is perceived as not
available
10-4
SALESPERSON PERFORMANCE: BEHAVIOR, MOTIVATION, AND ROLE PERCEPTIONS
Role Perceptions
• Role inaccuracy – degree to which
perceptions of demands are not
accurate
• Importance of role perceptions
• Can produce job dissatisfaction
• Can affect motivation
• In certain situations, can enable
salespeople to make beneficial creative
decisions
10-5
SALESPERSON PERFORMANCE: BEHAVIOR, MOTIVATION, AND ROLE PERCEPTIONS
EXHIBIT 10.1
10-6
Determinants of Salesperson Performance
SALESPERSON PERFORMANCE: BEHAVIOR, MOTIVATION, AND ROLE PERCEPTIONS
Are Good Salespeople Born or Made?
• Sales aptitude has sometimes been
thought to be a function of:
• Physical factors – age, attractiveness
• Aptitude factors – verbal intelligence,
sales expertise
• Personality characteristics – empathy,
sociability
• NO proof these, alone, affect sales
performance
10-7
SALESPERSON PERFORMANCE: BEHAVIOR, MOTIVATION, AND ROLE PERCEPTIONS
leadership 10.2
Personal Traits that Lead to Sales Success
•
•
•
•
•
Optimism
Resilience
Self-motivations
Personality
Empathy
Source: Julia Chang, Sales & Marketing Management, “Born to Sell?” July 2003, p.36.
10-8
SALESPERSON PERFORMANCE: BEHAVIOR, MOTIVATION, AND ROLE PERCEPTIONS
EXHIBIT 10.1
10-9
Determinants of Salesperson Performance
SALESPERSON PERFORMANCE: BEHAVIOR, MOTIVATION, AND ROLE PERCEPTIONS
Sales Skill Levels
• An individual’s learned proficiency at
performing necessary tasks, including:
•
•
•
•
10-10
Interpersonal skills
Leadership
Technical knowledge
Presentation skills
SALESPERSON PERFORMANCE: BEHAVIOR, MOTIVATION, AND ROLE PERCEPTIONS
Sales Skill Levels - Example
Here are essential skills Sun Microsystems
looks for in a Senior Salesperson:
• Able to identify sales opportunities
• Apply knowledge of customers’
business
• Establish a value proposition that
results in sales
• Have at least 7 years of proven sales
to commercial end user customers
• Demonstrate an understanding of the
technical and business challenge
faced by the market
10-11
SALESPERSON PERFORMANCE: BEHAVIOR, MOTIVATION, AND ROLE PERCEPTIONS
Sales Skill Levels - Example
Here are essential skills Sun Microsystems
looks for in a Senior Salesperson:
• Demonstrate a proven ability to develop
and deliver solutions
• Be a team player
• Meet commitments on time
• Creative with sales approach
10-12
SALESPERSON PERFORMANCE: BEHAVIOR, MOTIVATION, AND ROLE PERCEPTIONS
EXHIBIT 10.1
10-13
Determinants of Salesperson Performance
SALESPERSON PERFORMANCE: BEHAVIOR, MOTIVATION, AND ROLE PERCEPTIONS
Motivation
• Motivation to expend effort on any task is a
function of:
• Expectancies
• Valences for performance
• The right mix of motivational elements is
important to direct salespeople’s activities
• Sales managers must be sensitive to the
way various motivational factors affect each
salesperson
10-14
SALESPERSON PERFORMANCE: BEHAVIOR, MOTIVATION, AND ROLE PERCEPTIONS
INNOVATION
10.3
Motivate Your Star Salespeople for Free
1. Understand personal difference
2. Encourage balance
3. Praise good work
4. Get out
5. Don’t play favorites
10-15
McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc. All rights reserved.
SALESPERSON PERFORMANCE: BEHAVIOR, MOTIVATION, AND ROLE PERCEPTIONS
EXHIBIT 10.1
10-16
Determinants of Salesperson Performance
SALESPERSON PERFORMANCE: BEHAVIOR, MOTIVATION, AND ROLE PERCEPTIONS
Organizational Citizenship Behaviors
• Sportsmanship
• Civic virtue
• Conscientiousness
• Altruism
10-17
SALESPERSON PERFORMANCE: BEHAVIOR, MOTIVATION, AND ROLE PERCEPTIONS
EXHIBIT 10.1
10-18
Determinants of Salesperson Performance
SALESPERSON PERFORMANCE: BEHAVIOR, MOTIVATION, AND ROLE PERCEPTIONS
Rewards
• Extrinsic rewards – controlled and
bestowed by people other than the
salesperson
•
•
•
•
•
10-19
Pay
Financial incentives
Security
Recognition
Promotion
SALESPERSON PERFORMANCE: BEHAVIOR, MOTIVATION, AND ROLE PERCEPTIONS
Rewards
• Intrinsic rewards – things that
salespeople primarily attain for
themselves
• Feelings of accomplishment
• Personal growth
• Self-worth
10-20
SALESPERSON PERFORMANCE: BEHAVIOR, MOTIVATION, AND ROLE PERCEPTIONS
Rewards - Example
• Sharper Image encourages other companies to use its
products as incentives and rewards
Reward Cards:
Ideal for one-time awards or ongoing programs,
our Sharper Image Reward Card offers great
flexibility.
Merchandise Certificates:
Sharper Image certificates can be personalized
and carry a custom message.
Product Programs:
Our products can be purchased in bulk at special
corporate prices. We also do individual fulfillment.
10-21
SALESPERSON PERFORMANCE: BEHAVIOR, MOTIVATION, AND ROLE PERCEPTIONS
EXHIBIT 10.1
10-22
Determinants of Salesperson Performance
SALESPERSON PERFORMANCE: BEHAVIOR, MOTIVATION, AND ROLE PERCEPTIONS
Satisfaction
• Job satisfaction – all the
characteristics of the job that
salespeople find rewarding, fulfilling,
and satisfying
• Extrinsic satisfaction – based on
extrinsic rewards
• Intrinsic satisfaction – based on
intrinsic rewards
10-23
SALESPERSON PERFORMANCE: BEHAVIOR, MOTIVATION, AND ROLE PERCEPTIONS
EXHIBIT 10.2
10-24
Job Satisfaction Dimensions
SALESPERSON PERFORMANCE: BEHAVIOR, MOTIVATION, AND ROLE PERCEPTIONS
Defining a Salesperson’s Role
Stage 1
Role Partners
Communicate
Expectations
Stage 2
Salespeople
Develop
Perceptions
Stage 3
Salespeople
Convert
Perceptions
to Behaviors
10-25
SALESPERSON PERFORMANCE: BEHAVIOR, MOTIVATION, AND ROLE PERCEPTIONS
Factors Affecting the Salesperson’s Role
• Boundary position
• The “remote” sales force
• Interaction with many people
• Selling in a team
• Innovative role
10-26
SALESPERSON PERFORMANCE: BEHAVIOR, MOTIVATION, AND ROLE PERCEPTIONS
EXHIBIT 10.3
Sales
Perceptions of
the Job
10-27
McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc. All rights reserved.
SALESPERSON PERFORMANCE: BEHAVIOR, MOTIVATION, AND ROLE PERCEPTIONS
How Managers Influence Performance
• Role Perceptions
• Role conflict management
• Role ambiguity management
• Motivation
• Motivation and managerial leadership
• Incentive and compensation policies
10-28
SALESPERSON PERFORMANCE: BEHAVIOR, MOTIVATION, AND ROLE PERCEPTIONS
leadership 10.5
Secrets of Motivation
Al Boulden, Corporate VP of
Sales, Sealy Mattress
Company
“Clear, honest communication…”
Mark Lapointe, Director of
“…I empower my salespeople to
Sales for the Americas, Zetex take care of most situations.”
Semiconductors
10-29
Bob Lento,
Sr. VP of Sales, Convergsys
Corporation
“…a mix of financial incentives
and peer recognition…”
Matt Mazur, VP of Sales,
Strong Tool Company
“…involving the salesperson's
spouse in whatever incentive
you’re offering… [for example] a
weekend getaway…”