Abstract
The importance of sales force motivation is reflected in a large number of studies researching factors which salespeople believe act as motivators. However, the issue of the degree of congruence between the perceptions of sales management and their salespeople has been neglected. This study of life assurance sales forces indicates that there are considerable differences between the factors sales management perceive as motivators (and demotivators) and those the sales force regard as important for their motivation. The general implication is that sales management must periodically check their assumptions about what motivates their salespeople. For the life assurance industry, the findings suggest that a strategic review of compensation and promotional systems employed by most of the companies in the sample is warranted.
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