What really motivates salespeople?

That one is a long-lasting debate. Coming from the field myself, I have been working with salespeople for more than fifteen years. Each time we needed to make a change (push a new product, expand to a new territory, find a new channel partner, etc.), we talked about how much we should link the commission (variable salary) scheme. 

Some argued that we need to pay them a commission for everything we ask; otherwise, they will have no motivation, while others argued against it.

I even had a sales manager calling salespeople a « coin machine .»You need to insert a coin to make them work because he believed that all salespeople are motivated by money, himself included. 

I think it is too simplistic. Indeed very few people are motivated by the money itself. In reality, what motivates people is the things they would like to do with the money; buying a Ferrari, going on a luxury cruise to travel around the world, buying a mansion, paying the college fee of the kids, helping the family, making a large donation to charity… you name it. 

My standing point is still very similar today. It is not possible to drive change only through money motivation. To succeed, we need to first analyze and understand the key success factors, then provide necessary enablers (tools, training, assistance), and consequently adjust the commission scheme to ensure they are paid for their efforts.

My experience proved me that the commission scheme is not why salespeople would follow the change; it is the consequence.  

And if you want to understand the motivation of a salesperson, you need to know the answer to the following question:

What would they like to do with the money?

How many sales managers do you think to have an answer for that question for each team member? Very few. Because it is hard, it requires getting to know your people, being curious about them, and caring for them. The more you do it, the more you will believe they are motivated by money, and you will stop treating them as « coin machines .»As a result, they will stop acting like coin machines. They will value you as a leader. They will know that there will be great quarters and poor ones, and more importantly, they will be working hard because of their values, not just money. 

I want to finish with a quote from the movie « The Italian Job » (2003) where a team of thieves prepares a plot to steal a large amount of gold, and one of the team members gives the following advice to the other one:

« Charlie, there are two kinds of thieves in this world: Those who steal to enrich their lives and those who steal to define their lives. Don’t be the latter. It makes you miss out on what’s really important in this life. »