Chapter 9 A Field Study of the Effect of Motivation Factors on Performance of the Salesperson

Introduction: – Together with the increasing competition between businesses each day, the sales and marketing process of products and services have become increasingly difficult. For this reason, sales have become a marketing activity with an ever-growing importance to businesses. The performance of salespeople who undertake this challenge on behalf of the business is highly valuable for firms. Many researches have noted that there is a relationship between the performance of salesperson and motivation. The purpose of motivation in sales literature is to direct salespeople to exert more effort in reaching sales-oriented goals and aims. In order to ensure this, many businesses use various motivation tools/factors. Purpose – The aim of this study is to analyse the effect of motivation factors on performance of salesperson. Methodology – Quantitative research method was used in the study. A questionnaire was prepared with this aim in mind and administered to 315 employees working as salesperson in Çanakkale and Bursa provinces. Findings – The findings from the analysis of the data show that the five dimensions namely satisfaction, image, relations, knowledge of product and service and advertisement related to motivation factors have a significant effect on the task performance of the salesperson.