We've been very busy implementing some new findings in our Sales Evaluations and Sales Candidate Assessments. Sales Motivation is just one of the 21 Sales Core Competencies that we measure, but as with all of the competencies, we go very deep.
Back in the good old days, we measured Money Motivated because most of the salespeople employed back in the 90's were chasing commissions. By 2011, we had decided to go wider and deeper and broke down Motivation based on whether a salesperson was extrinsically motivated or intrinsically motivated. In 2014 we added 7 sales specific motivational styles to help sales leaders better understand the best ways to work with their salespeople. And now, in 2017, we have deepened our measurement of Sales Motivation even further by adding a third possibility - Altruistic Motivation.
I was anxious to see what the data would look like but had to wait a few days until we had around 1,000 new assessments to review. Sales Motivation now breaks down in the following way:
- 47% of salespeople are intrinsically motivated (satisfaction, love of what they do, mastery, being part of something bigger than themselves)
- 25% are extrinsically motivated (commissions, money, rewards and materialistic things)
- 13% are altruistic (being of service to others)
- The remaining 15% are somewhat balanced between 2 or 3 of the styles.
I always believed that Motivation is Motivation. In other words, as long as the motivation is strong, it doesn't matter whether salespeople are extrinsically or intrinsically motivated. However, it is very important for sales managers to understand the difference between the two so that they can provide the proper type of external motivation. And now, with the introduction of Altruistic Motivation we have thrown a monkey wrench into the mix. Altruistically motivated people should not really be in sales. Their most effective role would be in customer service where it would be important for them to not have their own agenda but instead, serve the customer without exception. Think Hospital, Doctor's office, upscale Restaurant, Concierge, Front Desk at a high-end hotel, etc.
I don't have the data yet but I expect salespeople who are altruistically motivated to have low scores for Commitment to Sales Success and Desire for Sales Success. I'll update you when the data is available.