As a sales team leader, motivating others is essential, and the best way to do this is to understand what drives human behaviour at its core.
Thankfully, there are many motivation theories available to provide valuable insights. We even posted a video about motivation theories on our YouTube channel and cover many of these theories in our sales training courses.
And the best part is, you don’t need to be a master of psychology or a mind reader to put these theories into practice. Here are nine of our favourites.
1. Maslow’s Hierarchy of Needs
Maslow’s Hierarchy of Needs is one of the most recognised motivation theories. It states that, as humans, we are driven by five levels of human needs, and that these needs must be met in full to move ‘up’ to the next level.
Starting from the bottom up…
- Physiological needs: Food, water, rest, and shelter. Basic human necessities for survival.
- Safety needs: Physical safety and job security.
- Love and belonging: Connection, friendship, and team relationships.
- Esteem: Feeling recognised, respected, and appreciated.
- Self actualisation: Personal growth, self-development, ultimately reaching full potential.
As a sales team leader, it’s your job to work out where each member is on this ladder of needs. With this knowledge, you’ll be better equipped to help your team feel secure, inspired, and motivated.
2. Alderfer’s E.R.G. Theory
Aldefer’s E.R.G. Theory builds upon Maslow’s work, and condenses the five stages into three core needs, which are:
- Existence: Basic material and physiological needs.
- Relatedness: Interpersonal connections and belonging.
- Growth: Personal development and intrinsic fulfilment.
The difference here is that Alderfer’s theory is more fluid — it recognises that team members may move between the needs depending on their circumstances. For instance, if growth opportunities aren’t present in a job, they may be more likely to focus on social connection at work.
In this way, E.R.G. Theory is an effective approach to fostering a supportive work culture while promoting healthy team dynamics and wellbeing practices.
3. Vroom’s Expectancy Theory
This motivation theory focuses on the relationship between effort and outcome. It states that workplace motivation is highest when employees really believe in three things:
- That their effort will lead to success (Expectancy)
- That their success will lead to a valuable outcome (Instrumentality)
- That the outcome is something that they care about (Valence)
When we look at Vroom’s Expectancy Theory in the context of a working environment, it shows that blanket incentives aren’t always the answer.
Instead, it’s better to motivate and push your team by ensuring they have a tailored, achievable reward that’s genuinely worth their time and effort. For some, this will be recognition. For others, this will be access to higher development opportunities.
4. McGregor’s Theory X and Theory Y
McGregor’s motivational model is all about how you view and manage your team.
- Theory X: You assume your team members dislike work, avoid responsibility, and need strict supervision. In some cases, this management style can be seen as micromanaging and highly authoritarian.
- Theory Y: You assume your team is self motivated, enjoys challenges, and seeks out opportunities for responsibility. This encourages trust, autonomy, and collaboration between your staff.
The most effective team leaders use a mix. For instance, new sales reps on your team may require more strict guidance (Theory X), whereas established team members are likely to thrive when given independence (Theory Y). You’ll excel as a manager when you learn to strike a balance between the two.
5. McClelland’s Achievement Theory
Similar to Maslow’s Hierarchy of Needs and Alderfer’s E.R.G. Theory, McClelland’s Achievement Theory directly links motivation with an individual’s dominant need. These needs can be:
- Achievement: To accomplish their goals and excel in their role.
- Affiliation: To build relationships and be part of a stable team.
- Power: To influence and lead others.
When you look at the individuals within your team, what are their dominant needs? This can be useful to know, as achievement focused individuals tend to thrive on targets and recognition, whereas those who prefer affiliation tend to perform better collaboratively.
6. Pink’s Autonomy, Mastery, and Purpose Theory
In a different strain, Daniel Pink’s motivation model argues that, instead of being motivated by external rewards and incentives, we are inherently motivated by internal factors.
- Autonomy: The freedom to control how we work.
- Mastery: The need to improve and develop our skills.
- Purpose: The knowledge that our work matters and is part of a bigger picture.
While handing over ownership as a team leader can be challenging, it demonstrates that giving your employees control and freedom over their goals (and the methods they use to achieve them) can actually be beneficial and more motivating in the long run.
7. The Self Determination Theory
Similar to Pink’s ideas, Self Determination Theory looks at three psychological needs said to drive motivation:
- Autonomy: Feeling in control of decisions.
- Competence: Gaining skills and achieving mastery in them.
- Relatedness: Feeling connected as part of a team.
It argues that when you help your employees meet these needs, they’ll be more likely to show motivation, satisfaction, and productivity within their job role.
8. The Goal Setting Theory
The Goal Setting Theory reveals five key principles that can lead to increased motivation and improved performance at work. It’s all about setting high quality goals over quantity.
- Clarity: The clearer and more specific the goal, the easier it is to achieve.
- Challenge: Does the goal involve an element of challenge? Challenge is what pushes performance.
- Commitment: If there’s an element of commitment involved, your team members will be more likely to put in the effort and show persistence.
- Feedback: If you offer regular updates on your team’s progress, they’ll feel more motivated to learn and work harder, ultimately helping them achieve the end goal.
- Task complexity: It’s important to strike a balance when setting goals. They shouldn’t be too hard, and they should never be too easy.
Why not utilise these frameworks with your team when setting achievable and measurable sales goals?
9. Adam’s Equity Theory
We’ve saved the most interesting for last! Adam’s Equity Theory revolves around the concept of fairness. It shows that people compare what they put into something with what they get out of it, as well as with what others receive for the same inputs.
- Inputs: Hard work, loyalty, experience, and trust.
- Equity: Balance.
- Outputs: Salary, benefits, praise, and opportunities.
Adam’s Equity Theory suggests that there is a direct correlation between an employee’s motivation levels and their perceived level of value at work.
Become a motivating sales manager with Sales Training
You don’t need to become an expert in all of these motivation theories, but understanding them and how they apply to your role is sure to come in handy. They’ll teach you about how to be a better, more empathetic leader, and your team will thank you for it.
Looking for more sales training support? At Sales Training International, we’ve been training successful, high performing sales teams for over 20 years. Take a look at our client case studies to see the impact we’ve had.
From LinkedIn™ training, like our Sales Navigator Training course, to Leadership and Management Training courses, we have all the resources and expertise you need to level up your sales team.
Download our brochure or get in touch with our team to reserve your place on one of our courses today.
