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IF MONEY ISN'T EVERYTHING, WHAT IS? In the May, 1995, issue of Sales & Marketing Management magazine, in the "Professional Speaking" section, the following appeared in the form of a question asked of James Weitzel, an industrial psychologist with Banks & Weitzel, Princeton, NJ: QUESTION: I recently saw the results of a national survey of salespeople that ranked "money" as the sixth of seventh most important motivational factor affecting sales performance. In my experience managing salespeople, money should be closer to the top of the list. Who is right? JAMES WEITZEL: People's attitudes about money are often difficult to measure, and surveys like this are always subject to misinterpretation. Take the following minisurvey, for example. Rank the following five work factors in terms of their motivational value to salespeople, based on your own experience and observation. Use the scale: 5=very much, 4=above average, 3=average, 2=below average, 1=very little. _____ PERKS (office size, company-paid travel, car) _____ SUPERVISION (dynamic, inspirational, understanding) _____ MONEY (salary, bonus, commissions) _____ TEAM ENVIRONMENT (camaraderie, group spirit, cohesion) _____ RECOGNITION (awards, plaques, company recognition) Now, have your salespeople complete the survey. Salespeople will almost always rank money as being less important to them than management thinks it is. Many salespeople see money as a way of keeping score--the more they earn, the more competitive/success points they are earning. At the same time, however, people are willing to attribute money's importance to others, and less willing to admit its importance to themselves. One reason for this response can be attributed to our culture. We adore the her, but dislike the braggart. We are a competitive society, but it would be politically incorrect to openly admit how central is in our lives. Give the same minisurvey to two salespeople and each will rate the other as being more attached to money than themselves. The bottom line is to treat survey results such as these with an understanding of the cultural factors that may influence the responses. Money is important, but when asking questions about its importance--or that of other sensitive subjects--it's wise to be slightly indirect and subtle to gain accurate answers. |