How to Motivate Today’s Sales Team Members
When I was growing up, there was a consistent refrain to a lot of questions I asked:
“Why do I have to do this?”
“Why does this need to be done?”
“Why are we doing this now?”
I got used to hearing, “Because I said so.”
Thirty or so years later, I don’t say the same thing to my kids, even though it was effective when I was younger. I know it won’t work now. My kids expect more. They demand logic, and quite frankly, I think they deserve it. I could talk about how this actually makes me a better parent, but that’s for another time and place. The fact remains that techniques don’t always transcend generations, and this is as true in the business world as it is in your home.
I recently talked to a sales leader who was feeling stuck. The ways his former manager and mentor had led in the past weren’t translating to the younger team he’s currently leading. “When I was coming up, it was, ‘My way or the highway. Get it done or we’ll find someone who can,’” he said. “I just don’t see that flying with my reps.”
Neither do I, and neither should you. You have to do better. You have to evolve. Still, it’s worth looking at what was effective as we were all brought up in sales. But instead of just looking at what worked, we need to dig a little deeper into why it worked. That’s where the real keys to success lie in any endeavor.
Why The Old Refrain No Longer Works
Why did a management technique like “Get it done or we’ll find someone who will” used to work? Quite frankly, there weren’t as many jobs, and specialists weren’t as common. Companies didn’t need highly skilled salespeople the way they do now, and it was quite possible that another perceived Average Joe was ready to take your spot if you didn’t want it. Employers had more leverage and used it (often to the point of abuse).
If one survived that environment, they probably favored or even romanticized it. They’d call it “tough love” and criticize the others for whining and being soft.
There’s a lot to be said about having thick skin. There’s even more to be said about having a results-oriented attitude. That’s actually a killer combination for a sales role.
But the business world has changed. Rules for employers and standards for employees have shifted to where companies don’t have quite so much leverage anymore. The digital world is a lot smaller, and given the continuing (even accelerating) pace at which people are working remotely, the options for people in revenue-producing roles are not nearly as limited as they once were.
Get to Know the New Salesperson
Salespeople are less “coin-operated” than they used to be, and are much more interested in paths for growth beyond pay raises like mentorship and career development. This gives a lot of smaller, more nimble companies like startups lots of ways to compete with the bigger players.
If your management style doesn’t adapt, you’re going to be left in the dust. But that doesn’t mean that you can’t still find ways to motivate your team. You just need to look at things differently.
I’ve written about treating your reps like they’re your customers. A novel concept, perhaps, but one that is proving to be really effective for the teams I’m working with.
Not every customer will purchase just because you offer a discount, just like some of your reps won’t work harder even when there’s a cash incentive on the line. You have to treat each person and situation differently.
That means you need to dig a little deeper and work a little harder as a manager than your predecessors did, but I don’t think that’s all bad news. There’s an opportunity to get a flywheel spinning here, and generate real productivity and loyalty from your team.
I’ll go back to the example of my kids from above, and why I won’t short-change them with a “ because I said so” response. I owe it to them to elaborate on my why, so that they can build a framework of understanding for themselves. It takes some work up front, but I don’t have to repeat myself all the time, and that framework ends up expanding to fill other jobs/chores/etc. It’s not my job to raise obedient human beings, it’s my job to raise thoughtful, productive adults.
When you do the work up front and find out what really makes each one of your reps tick, they begin to trust you. As the relationship grows, it becomes easier. There’s less friction. You speak the same language. When you involve them in why the work gets done, you get more done. Your reps become more autonomous because they have a better overall understanding of the objective you’re trying to accomplish and they feel empowered to act on their own.
When they feel like you “get” them, you actually free them to do their best work. They can worry less about the consequences of taking good risks and occasionally coloring outside the lines of the process to get deals done. Isn’t this what a high-performing team sounds like? It certainly sounds better than finding another Average Joe to do another average job. That’s what you get when you oversimplify your management style to the lowest common denominator.
Do you have a motivation tool to talk about or would you like to get more ideas? Join our conversation in the Rethink The Way You Sell Community.
BONUS READING: Five Tips for Sales Team Leaders in 2021
Tip 1: Get to know today’s sales rep
Motivation techniques don't transcend generations. Read more
Tip 2: Put quotas into context
Engagement by reps and quota attainment will skyrocket. Read more
Tip 3: Use this template for success
If you focus on a process, you'll get results. Read more
Tip 4: Treat your team like customers
If you want people to raise their game, you need to raise yours. Read more
Tip 5: Use this tool to target growth
It’s important to know how to best identify your opportunities. Read more
Jeff Bajorek
Real. Authentic. Experience.
There’s a big difference between knowing how to sell and being able to. Jeff Bajorek spent over a decade in the field as a top performer. He’s been in your shoes. He knows what it will take. He can help you succeed.
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