In previous posts we’ve looked at how Frederick Herzberg’s Two-Factor theory can be applied to boosting motivation in the workplace. His thoughts on the elements that motivate workers by their presence and those that de-motivate by their absence can be applied to companies around the country. And it could help managers in all industries to get the best out of their employees.
However, as well as being relevant to motivation methods, Herzberg’s theory can be applied to sales. By looking at the motivating factors and the hygiene factors he identifies in his theory, we can see how salespeople can motivate a customer to buy a product from their business instead of from a competitor, and how qualifiers can be used to seal the deal.
Hygiene factors in sales
In his motivation theory, Herzberg discusses the need for hygiene factors to be present in order to maintain a certain level of motivation. These hygiene factors are essential provisions that all employees should expect to benefit from when in the workplace. These include things like adequate pay, safe working conditions and fair treatment from supervisors.
When you translate this theory to sales you can see that hygiene factors are essentially qualifiers – the features that buyers expect to be present in a product or service. Although the presence of these qualifiers won’t necessarily help to push decision makers into buying from your business, their absence could put customers off. Understanding these qualifiers can influence and motivate your potential buyers, and working this theory clearly into your sales strategy, could help your business to improve the results of its telemarketing campaigns.
Motivators in sales
Motivators complete Herzberg’s Two-Factor theory. It’s these extras that can help to motivate workers to push themselves that little bit harder, becoming more productive and more dedicated in the process. Motivating factors include recognition of achievements, fulfilling and meaningful tasks and increased autonomy and independence in the workplace.
In sales, these motivating factors can be directly compared with Order Winners. These little extras help to make a product or service more compelling for the decision maker and can easily swing a deal. If salespeople know how to use these Order Winners correctly, and how to combine them with qualifiers, they should be able to make their calls more persuasive and encourage a higher number of decision makers to opt for their product or service.
Ensuring that sales people are familiar with Herzberg’s theory can help your team to hone its sales technique and become even more persuasive. To find out more about sales and telemarketing techniques that really work, or to learn how we can help you to improve the quality of your sales calls, take a look around our site or get in touch with a member of our team today.