The Role of Salesperson Motivation In Sales Control Systems Intrinsic and Extrinsic Motivation Revisited
Introduction
The article that has been provided on the role of
Salesperson motivation in sales control systems generally vests on the two
systems that are intrinsic and extrinsic on the perspective that is followed.
This is already known that there is a huge need for a salesperson in the
overall sales management and proper motivation. This will initiate a perfect
appearance in the system that is being vested with proper motivations. The article is reviewed in a varied
perspective in order to show the exact difference intrinsic and extrinsic
motivation as a whole. The article review format has been set in such an order
so that there is a descriptive gap shown that generally persists in the article
provided. The difference is being shown in a proper order with research
methods, models, discussion, theoretical implications, managerial implications
and the overall difference is being anticipated in these parts itself.
A proper
background and hypothesis that have been generated in the article are being
provided by doing a critical review. The empirical results are justified
critically in perfect order so as to have a perfect article review of that is
being provided. The analysis has been
done in such an order that the motivations which are instilled in managing
sales related issues are being justified and the huge gap in style has been set
in a particular way. This generally expands the distinct the antecedents in a particular
way. This is generally involved with the cognitive and distinctive perspective
of a justified order.
Materials
and Methods
Background
Sales
Control System
The article generally vests the system of the
extrinsic and intrinsic system of sales control and performance. There are
various authors who are involved in explaining the needs of different sales
approaches. In such cases, intrinsic methods generally depend on proper sales
training and teaching of various approaches which will generally make a base
for the overall sales management. Extrinsic vests on the rewards and honors of
the performance that are being done by the salesperson in a definite order.
This truly is based on the outcome of the sales in a perfect way. Therefore
motivations are being applied in a different way (Frey, B & Gallus, 2017). The different approaches
of the author justify that extrinsic approaches are not related to a perfect
approach to sales management. This is because this system does not implicate
any perfect sole foundation in a varied way.
This is the basic concept that has been provided in the article “The
role of salesperson motivation in sales control systems”.
It can be said that approaches generally depend on the
behavioral or outcome control. There is a need for proper training and
performance checks through various examination in the house so that there is
perfect and strong base created within the salesperson. This will give them an
environment of control in the market and they can also deal with different products
and their approach in a perfect way. It can be said that this will generally
take some time in the overall collaboration of work or are controlling the
market with the products in a varied way. But once the base becomes strong it
will have a perfect viewpoint of the overall sales management in a varied way.
This will also intend in proper verification of the market and its sole
customers in a varied way. Otherwise, outcome-based sales motivation will never
give an arena where there will be structural growth in a varied way (Gong & Choi, 2016).
This is being
broadly identified with the gap that has been provided within the article in a
proper way. This is the basic part of the overall critical review of the work
that is being done in perfect order. The salesperson, once they are recruited,
should go through proper identification of products of the particular
organization and the need of it in daily life. This will generally initiate a
perfect balance in the overall marketing part. Then there has to be training
based on the approach and another dynamic of sales in a proper way. This will
initiate a perfect balance for the creation of motivation from within the
person. Form the first instance it will not vest its pressure in achieving
targets or are sales outcome in a varied way. This will make the proper general
outcome of the ultimate sales motivation that is required in the overall work
to be done. This will also implement various managerial implementations in
order to have general implications of the overalls system in a varied way (Herhausen et al. 2018).
Salesperson motivation
The salesperson motivation generally vests on the
cognitive and affective dimensions in a proper way. This will also correlate a
perfect perception of the overall aspect of motivation in a varied way. There
are various effects of both cognitive as well as affective dimensions in a
varied way. The article once says that extrinsic motivation is the best
approach to recovery in sales. This is because it involves different kinds of
and recognition and awards. This often initiates a perfect amount of growth in
the marketing sector. On the other hand, there is a contradiction kept with the
intrinsic part of the sales motivation. This will involve a proper method for
the acquiring of knowledge as well as providing the best insight into the
overall work. This is the basic approach to motivation in a proper way. The journal provides a contradiction;
therefore proper identification of the motivation which is to be instilled in
order to enlarge the market and have a productive value is not at all mentioned
in the sales motivation part. The approach should have to be proper in terms of
identification purposes. Otherwise, it will be difficult for the salesperson as
well the organisation to tend the salesperson in a simple and specified way.
This will also intend to harm the overall reputation of the organisation in a
varied way. Therefore the proceeding part of this article review will generally
show up a perfect instance of the actual needs that the organisation needs to
follow in managing the sales as well as the salesperson as a whole (Khan, Khan & Khan, 2017).
Hypothesis
The article “The role of salesperson motivation in
sales control systems” has provided with the proper hypothesis that has been
provided in order to justify the motivation. This hypothesis provides a view of
both positive as a well negative aspect of some of the justifications that have
been made when the research work has been performed in a varied way. This
hypothesis is being critically evaluated in order to have a perfect
understanding of the themes and discussion that are being done in the concerned
article. It has been seen that in terms of activity control, it has been seen
that there is a negative impact on the challenges faced by the salesperson. In
terms of capability control, it has been observed that there is an overall
positive impact on the sales person’s enjoyment as a whole. The third
hypothesis also vests on the approach that activity control impacts on the seeking
of salesperson in recognition matters (Kroll & Vogel, 2018).
The fourth hypothesis states that the activity control
generally vests on the positive effects on seeking of compensation. The fifth
hypothesis states that the outcome controls also have a positive effect on the
compensation seeking part of the salesperson. The sixth outcome generally vests
on the sales person’s behavioural performance that affects positively on the
overall performance outcome in a perfect way. In the seventh part, there is two
hypothesis made one resembles that the overall challenge seeking positively
affects the salesperson’s performance of the behaviour. The next segmented part of the seventh
analysis states that challenge that is being sought affects positively on the outcome
of the performance. The eighth hypothesis states that the specific task
enjoyment positive effects on the behavioural performance of the salesperson in
a varied way.
The ninth hypothesis is also segmented in two parts.
The first part states that the specific compensation seeking affects positively
on the salesperson behavioural approach. The second part states that the
specific compensation seeking affects positively on the salesperson outcome
approaches in a positive way. The tenth outcome suggests that the seeking of
recognition positively affects the outcome performances in a varied way. The
eleventh outcome suggests that the challenge of seeking positively affects the
overall compensation seeking. The twelfth hypothesis generally represents about
if there is an enjoyment in the task; it will positively impact on the seeking
of recognition (Lechner et al. 2018).
The last or the thirteenth hypothesis is further
divided into three parts. They are like that the activity control generally has
a direct negative impact in the outcome performances. The next part suggests
that the capability control have a direct negative impact in the performances
outcome. The last part of the thirteenth hypothesis suggests that the overall
outcome control has a specific positive direct impact on the outcome of
performances as a whole. This is the basic hypothesis that has been done in the
article “The role of salesperson motivation in sales control systems —
Intrinsic and extrinsic motivation revisited”
This has been seen that the whole research in the
article is generally based on primary quantitative research as a whole.
Therefore there are different approaches to the hypothesis that came or are
lying in a contradictory position in a perfect way. This has often initiated
various problems in reaching a perfect conclusion. Therefore, it can be said
that secondary qualitative data should be used in order to provide an actual
solution of the present state of motivation that can be used in order to
stimulate the sales management by the salesperson in a proper way (Nyambegera, S & Gicheru, 2016).
Evaluation
of salesperson motivation
The concerned research focuses on salesperson’s
motivation through incorporating effective elements of extrinsic and intrinsic
motivational approaches. The main purpose of this study is to highlight the
importance of motivation for improving a sales person’s performance. This study
reflects on the influence capacity of ‘sales management control’ in the
development of any organization’s sales department. Under this research, the
analyst also highlights intrinsic and extrinsic motivational approaches. To
understand the usage and gap of these two motivational approaches some methods,
models and theoretical implications are shown here (Bande et al.
2016).
Discussion
about Extrinsic and intrinsic motivation
According to, Frey & Gallus (2017), motivation is
the key factor of succeeding in any managerial aspect like sales of an
organization. This study states that motivation can be grown from extrinsic or
outside the organization and intrinsic or inside of an individual. However,
these two motivational approaches are totally different; therefore they have
different impacts on how individuals pursue their targets. That’s why the
researchers have decided to make an overview of that serious matter. The
analyst has prepared a conceptual framework to complete this research
performance. The researchers have taken an idea from different sales people.
The analyst has collected a list of almost 600 sales personnel from a
commercial broker. Then the researcher has used a random sampling method for
collecting relevant data (de
Almeida, Lesca & Canton, 2016). Sample questionnaires, cover
letters, returned envelopes have been also used for further processing. Sales
managers or officials were asked to select various salespersons having
different sales knowledge to maximize the performance variance.
Approx 106 sales personnel, 97 organizations and more
than 395 sales people were involved in this study. This positive response of
different salesperson helps the researchers to understand the importance of
motivation in achieving organizational goals. By involving 97 different
organizations the researchers have tried to understand the importance of
extrinsic motivational approaches that come from managers or any outsider. This
survey also helps them to know how a salesperson gets influenced on own (Deci, Olafsen & Ryan, 2017).
As per given information the researchers had done this survey under a vast
range, which helps them to get varieties of the result on the same topic. This
study helps them to know extrinsic or intrinsic approach which one suits for an
organization. After doing that survey, it is shown that in the extrinsic
approach the sales managers influence their sales person by giving those
rewards or punishing them. On the other hand, under the intrinsic approach, the
managers arranged proper training, performance evaluation to improve their
employee’s services. This survey shows that salespersons are getting influence
from both approaches, but it might vary from one organization to another. It
also shows that sometimes giving punishment brings negative aspects to an
organization (Kuvaas et al. 2016). Therefore, it shows
that the concept of giving reward or punishment is not enough strong approach
while motivating any staff. It means that though the extrinsic approach is
essential for developing an organization’s sales performance it is weaker than
the intrinsic approach. Under this approach, salesperson could be able to
manage their environments and take the decision in which way they want to
perform. The extrinsic approach creates an extra pressure over employees where
intrinsic approach allows one to work freely (Manzoor & Manzoor, 2017).
Under the previous part of this study, it has been
shown that how the survey becomes beneficial for the researchers. The previous
section has just given an overview of the extrinsic and intrinsic approach of
motivational practices. However, the survey result was not enough for
completing this research. Therefore the researchers have used a Likert scale to
measure the style of two different approaches. The researchers also used
‘Confirmatory Factor Analysis’ to find out the best result. The Likert scale
used by the researchers here helps them to know a percentage of agreed,
disagreed, strongly disagreed, strongly agreed and many others options (Roy, Rabbanee & Sharma, 2016).
This method helps them to make a difference between extrinsic approach or
intrinsic approach supporting people. However, some gapings have been shown in
this method too. Under this method, the researchers have provided some specific
questions in front of the sales managers or sales-people.
As per the provided questions, the sales persons gave
their answers, which may not be exact under every circumstance. On the other
hand, this method is bounded to only a limitation and did not allow highlighting
some other areas too. Therefore, there may be some points left while gathering
information on the relevant topic. According to Guesalaga (2016), the researchers should follow a
qualitative technique instead of doing any kind of survey or applying measurement
tools. The researchers may collect relevant data from different company
journals, websites or other secondary sources. This technique is less time
consuming and less costly.
This study shows
that motivation is needed for everyone for performing well. However, this
motivational process must be done in a systematic way. According to researchers
extrinsic and intrinsic motivation is considered as the best method for
influencing any staff towards his job. Extrinsic motivation is applied when any
salesperson is getting involved to his job for getting any reward or avoiding
punishment. On the other hand, intrinsic motivation is applied to an
organization when staff is getting involved to his job for his own sake. Under
the extrinsic motivational approach, a sales-person is getting involved by
expecting something instead of performance well. No other satisfaction or
enjoyment has found here. On another side, employees feel an attachment towards
their work for improving own performance level (Zhao et al. 2016).
Finding
out the gap between extrinsic and intrinsic motivation
This research performance has focused on two types of
motivational methods, one is the extrinsic method and another is the intrinsic
method. Intrinsic method focused on behavioural control, where the extrinsic
control focuses on outcome control. Under the extrinsic approach, the sales
managers provide incentives or other rewards to their employees for doing
better sales performance. Where, under intrinsic approach the managers use training,
evaluating, monitoring and compensation for developing staff’s selling
behaviour. This method does not focus on instant sales outcomes (Zhu, Gardner & Chen, 2018).
On another hand, some researchers have disaggregated
the behavioural control or intrinsic approach to capacity control and activity
control. The activity control denotes towards those actions a salesperson wants
to perform. Therefore, maximum corporate entities have applied extrinsic and
intrinsic approach both in their sales control. In spite of this, some gapings
have found between intrinsic and extrinsic control.According to Johnson & Sohi (2017),
managers who use intrinsic control for motivating their salespeople are could
demonstrate a high range of performance. Under this behavioural control,
technique employees feel free to perform as they have not felt the huge
pressure of immediate sales.
On another side,
a salesperson who works under extrinsic control approach could expand their
selling skills due to enhancing their capacity of doing immediate sales. The
intrinsic motivation tends to enjoy task and challenge seeking, where the
extrinsic approach highlight over getting the reward or avoiding punishments.
After studying this research article, it can easily say that the intrinsic approach
helps to strengthen the extrinsic approach too. Under this research
performance, the researchers have done some hypothetical testing for
establishing different behavioural approaches of an employee. The researcher
shows that improving capacity and risk bearing ability is highly essential for
running any organization’s sales activity successfully. This research shows
that extrinsic and intrinsic approaches are linked with each other deeply.
According to this
performance, the behavioural control has given a positive effect on outcome
control. It focuses that challenge seeking capacity creates a positive
impression on behavioural and outcome performance both. In this research
performance, the researchers have highlighted over both motivational approaches
and show the negative and positive way out of both approaches. However, the
main gap of this literature review is, it does not provide any solid conclusion
about which method is better. This study supports both the approaches at a
time, which creates conflict in other’s mind. This study also has taken
multi-dimensional features that may occur while handling an organization’s
sales activity. The researchers have taken so many examples or testings under
consideration. These varieties of testing provide them with enough knowledge
about that specific matter. However, by arranging so many tastings or surveys,
it also creates confusion between two motivational approaches. This study also has reached an end, without
giving an ultimate and particular solution (positiveschools.com.au, 2019).
The researchers
have tried to establish linkages between extrinsic and intrinsic approach, but
somehow they became unable to provide an appropriate result. At first, the
researchers have drawn a cross-sectional structure which may interpret with
caution. Secondly, the researchers have done a survey on “Midwestern” state’s
sales person’s only, which bound the result into a limited section. Thirdly,
the researchers have taken information only from salespeople and presented the
result on their perspective. The researchers need to collect information from
sales managers too. They need to gather information from sales managers and
sales-person both by using a multi-source collection of information. The
researchers also used quantitative technique and collect data from primary
research. As per the review report, it could be said, that the researchers
would use qualitative techniques too while gathering information. They can use
past records, other research reports, journals or company website information
to get the more appropriate result (researchgate.net, 2019).
This research
shows that sometimes performance of an employee depends on getting a reward or
to ignore any kind of penalty. Though the tendency of getting reward may
destroy or reduce the intrinsic motivation of an employee. While it is known to
an employee that he or she may get the reward, if they perform well then it may
just limit to a particular circumstance. They only just want to perform well
because of performance appraisal, not much attachment will work towards their
job. Sometimes it may create a worse situation for the sales manager to handle
their salesperson. That does not mean that the extrinsic approach is wrong or
bad for handling their salesperson. Sometimes it can be beneficial in a
specific situation (Manzoor & Manzoor, 2017).
The sales manager
can apply extrinsic technique when the salesperson is losing his interest in
performing a job. The extrinsic method can be used as a type of feedback that
helps an employee to know about his performance level. It also helps a manager
to set the specific target after analyzing individual’s or team’s performance
level. On the other hand, extrinsic method brings a competition among
employees, which helps them to give the best outcome to the organization.
Though the extrinsic approach would not apply in every aspect (Tang, King & Kay, 2018). It needs to ignore when an individual has already get involved in a
task or where the reward makes the activity as a play type feature.
Under maximum
circumstances, managers prefer an intrinsic approach to overcome their sales
related obstacles. However, some cases intrinsic method is not enough to
control organizational sales activity. Especially if an employee does not show
his interest while performing work, then the extrinsic method becomes more
beneficial. Some researchers have found that rewards and good feedback can
improve the performance level of an employee which highlights the
organization’s intrinsic motivation. Though extrinsic motivation has so much
benefit, excessive awards may create a problem for the organization. Employees
may loss own interest while performing a task and except for getting the
reward. Extrinsic motivation may loosen the personal attachment of an employee
towards the organization or his job.
As per the
research performance, the given topic has many prospects for improving the
organizational activities in future. This study helps to know that different
corporate entities seek different approaches while developing their sales
related activities. Therefore, the required approaches can be changed from one
organization to another. Though this research is more focused on formal selling
related activities, informal sales controls also have equal importance. This
research also states that extrinsic method also can induce the participation
and interest level of an employee in which he is less interested.
After completing
the entire research performance it can be said that it is highly essential to
reach a concrete decision. This study states that both motivational approaches
are important for an organization, but it would be applied by depending on
situations. The intrinsic approach could be applied in every aspect. This
approach helps an individual’s performance by providing proper training,
knowledge and so on. Giving a reward may help one to give the best outcome, but
one could not gain enough knowledge from this approach. On the other hand, the
intrinsic approach would help an individual to get more involved in his work my
own. This involvement nature of an employee also may motivate others to perform
his work efficiently. Under the intrinsic approach, one can build his knowledge
and skills by getting involved and taking more responsibility for his work. It
is also shown that salesperson who is motivated intrinsically could be more
efficient and innovative. People can be more productive and have more
capability to take risks, challenges and so on. Under intrinsic method, the
managers use different techniques, models or training process to uplift their
salesperson’s activity level. This method shows that employees are more
motivated here, as they work to meet their own goals. Intrinsic motivation also
builds cooperation among other employees within an organization.
It can be said that there is a proper need for
understanding the order of motivations that are to be provided in order to have
a perfect balance in the sales management structure. Such kinds of motivation
generally include intrinsic as well as extrinsic approaches. It can be said
that both the approaches are different in terms of the order. Both the
approaches are also subjected to different kinds of sales management structure.
It is mentioned earlier that intrinsic methods reveals or believes in the
proper approach towards training and educating the needs that are required in
sales management purposes. On the other
hand, the extrinsic methods generally represent overall performance-based
management so that there is a productive outcome based on the activities and
the targets that are being provided in terms of achievement (Rouziès, Onyemah & Iacobucci, 2017).
It has been
learnt from the outcomes that both the process provides an area for a positive
outcome. But Intrinsic provides more positive outcome and extrinsic provides
less positive outcome as there are some challenges and pressure that comes into
scenario when the extrinsic way of sales approach is being done. Therefore, the
best approach of the salesperson motivation in terms of selling has not arrived
directly through the article. The main reason behind that is primary research
which has been done, that exaggerated the overall concept of the research work
in a different way. This is the main
reason behind the overall problems associated with the articles provided. It
can be said that the measurement model has been used in the research article so
as to proceed with the overall research work. The elliptical reweight provides
a coefficient alpha in order to have a positive and significant on the overall
convergent validity. The structural path model that is been used in the
hypothesis generally reveals a satisfactory outcome in the data that is being
provided in the “(χ2 (16) = 34.296, p b0.01, CFI = 0.977, RMSEA=0.081)”. The LM
tests also revealed the overall pathways in a positive way (Tang, King & Kay, 2018).
This also represents a descriptive statistics with a
structural path model for the orientation of the result. On the other hand, it can be said the
activity control is a positive impact on the challenges that have been seeking
in a perfect manner. The hypothesis that is generally been made in the research
work could have been much better if and only the sources would have been more
and more relevant to the themes. In the case of secondary qualitative research,
it could have been much more convergent to the themes that are associated with
it. There is mainly a multidimensional
approach or nature of salesperson, that has been shown which generally complex
the ramifications of the global motivations in a varied way. The motivation controls the overall
construction in terms of theoretical consideration as a whole. The theoretical
implications that have been made in the overall sales control system have a
distinct impact on the effects of cognition as a whole. There have been various
measurements that are being suggested to the impacts which have been received
through intrinsic as well as extrinsic motivations in a varied way. There are
different effect that has been brought through the capability control in a
varied way. This also affects the overall structure as well as growth
initiation in the management era in a varied way (Wang et al. 2016).
Therefore the
articles could not reach its proper calculation in terms of overall synchronization
to the motivation that is required for the sales management system. It can be
said that there is a large gap between the intrinsic as well as extrinsic
methods of sales approach as a whole. This is the basic part of the overall
sales management approach. These approaches are always subjected towards a
potential development in the market. Therefore it can be generally said that a
proper approach will always tend to have a perfect market capitalisation and
capturing of the denominator in a varied way. The motivations that are to be
provided to the salesperson should not be hampered by any means. This is
because if the enjoyment of the task goes away, then it will be difficult for
the salesperson to compensate with the work that is to be followed in a varied
way (business.missouri.edu, 2019).
This is the
basic part of the overall research work that is being performed in a varied
way. The gap has been mentioned in a proper way. The organisation needs to look
at such gaps before converging with the sales criteria with a specific
calculation on the determinant followed. This will provide the periphery of
management in a varied way. There are various limitations that have been
specified for future research. This limitation should be implemented in order
to have a perfect background for future research in a possible format. This is
the basic gap that has been generally denoted in order to have a perfect
overview of the intrinsic as a well extrinsic approach in the sales motivation
approach (people.uta.fi, 2019).
Conclusion
The entire research has focused on two different
motivational approaches and their impacts on sales person’s activity. This
study focuses that motivation plays a vital role while performing any
organizational activities. It shows that every manager needs to adopt the
proper motivational approach to influence their salesperson. This study
provides a clear idea about the extrinsic and intrinsic approach. This study
helps to know when and where these two methods would be applied. A critical presentation
has done here to show the gaping of the proposed article. This study critically
analyzed all provided models, techniques, approaches used in the given article.
After doing critical analysis, it can be concluded that extrinsic and intrinsic
both the research techniques are beneficial for any sales manager. Though, the
managers need to adopt any one or both method after thinking about the
situation.
This study also concludes that an intrinsic approach
is more beneficial than the extrinsic approach under any possible
circumstances. This research also states that researchers of the given article
would use qualitative technique along with a quantitative technique for
gathering relevant information. This study also shows different aspects of
doing future research. This
study helps to know that different corporate entities seek different approaches
while developing their sales related activities. Therefore, the required
approaches can be changed from one organization to another. In short, this study states that the main
factor of being more efficient and effective is to involve salesperson into
their work through an intrinsic or extrinsic approach.
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