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TW3 Marketing

New Research Reveals Unexpected Source Of Sales Motivation

Are top salespeople motivated by money or meaning? When Dr. Valerie Good of Michigan State University set out to study sales motivation, she discovered a gap. She writes, “Much of the current research on (sales) motivation relates to extrinsic reward such as compensation, contests, incentives and quotas.” Dr. Good decided to go deeper, to assess how intrinsic drivers like a sense of purpose impact sales performance. Her findings upend long held beliefs about sales motivation, and are particularly relevant during times of uncertainty and volatility We got a preview of Dr. Good’s research in her dissertation, Motivating Salespeople Toward […]

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