Motivational Quotes for Sales Team to Achieve Targets

This article presents short motivational quotes from experts to help the sales team achieve targets. Additionally, this feature article offers a sales team motivation message and a brief motivational speech. Therefore, this content helps a team leader to know how to motivate a sales team when sales are down. It provides a sales team motivation message for employees; hence, the service and product-selling organization might benefit from this article.

Motivational Quotes for the Sales Team

We believe that motivation enhances the workforce and productivity. Therefore, the author collects motivational quotes from experts that must influence the sales team. The following motivational quotes from experts are for the sales team to motivate them in the workplace:

If you are not taking care of your customers, they are buying products or services from your competitors- Bob Hooey.

If you are not taking care of your customers, they are buying products or services from your competitors- Bob Hooey

Every day is always the most constructive day of your week. –Mark Hunter.

“Great sales officers focus on relationship building and provide value, and help their customers win.” – Jeffrey Gitomer.

“Sales are contingent upon the attitude of the salesman, not the attitude of the prospect.”- Clement Stone.

“If you don’t give up, you still have a chance.”- Jack Ma (Chinese businessman and philanthropist).

Leadership starts with self-discipline. You can not lead others if you are not leading yourself- Sassy Souls.

Customers first, employees second, and shareholders third.- Jack Ma

“When selling to close friends and family, no matter how much you’re selling to them, they will always feel you’re earning their money; no matter how cheap you sell to them, they still wouldn’t appreciate it.”- Jack Ma.

As a salesman, the best investment you can make in yourself is studying more about the products and services. – Jack Ma. 

You can get everything in life you want if you will just help enough other people get what they want

“You can get everything in life you want if you will just help enough other people get what they want”- Zig Ziglar.

Whatever happens, never lose your heart. Whoever says to himself, I will succeed,’ will reach his goal. But if you think it is impossible, I don’t have all my faculties, I will never manage, then you will fail- Dalai Lama.

Short Motivational Quotes for the Sales Team

A person buys from a person he likes —Zig Ziglar.

Sales isn’t about luck — it’s about stamina.

Sales isn’t always a solo game — it’s a team sport.

The more u know about the product and service, the better you can sell them.

If you are craving to sell your products, you will have many ways to do so.

A sales officer can easily sell unsweetened honey with honeyed words.

50 Short Motivational Quotes for the Sales Team

1. “Sales are contingent upon the attitude of the salesman — not the attitude of the prospect.” — W. Clement Stone.

2. “Stop selling. Start helping.” — Zig Ziglar.

3. “Make a customer, not a sale.” — Katherine Barchetti.

4. “Your life can only change when you become more committed to your dreams than to your comfort zone.” — Billy Cox.

5. “Success is the sum of small efforts repeated day in and day out.” — Robert Collier.

6. “Motivation is what gets you started. Habit is what keeps you going.” — Jim Rohn.

7. “It’s not about having the right opportunities. It’s about handling the opportunities right.” — Mark Hunter.

8. “Success is not in what you have, but who you are.” — Bo Bennett.

9. “Don’t let what you cannot do interfere with what you can do.” — John Wooden.

10. “Don’t be afraid to give up the good to go for the great.” — John D. Rockefeller.

11. “Tough times never last, but tough people do.” — Robert H. Schuller.

12. “Winners never quit, and quitters never win.” — Vince Lombardi.

13. “You miss 100% of the shots you don’t take.” — Wayne Gretzky.

14. “Fall seven times, stand up eight.” — Japanese Proverb.

15. “Failure will never overtake me if my determination to succeed is strong enough.” — Og Mandino.

16. “Energy and persistence conquer all things.” — Benjamin Franklin.

17. “The harder the conflict, the greater the triumph.” — George Washington.

18. “If you’re going through hell, keep going.” — Winston Churchill.

19. “I never lose. I either win or learn.” — Nelson Mandela.

20. “Don’t watch the clock; do what it does. Keep going.” — Sam Levenson.

21. “People don’t buy what you do; they buy why you do it.” — Simon Sinek.

22. “The purpose of business is to create and keep a customer.” — Peter Drucker.

23. “Customer service shouldn’t just be a department, it should be the entire company.” — Tony Hsieh.

24. “In sales, your job is not to convince, but to connect.” — Jeffrey Gitomer.

25. “Trust is built with consistency.” — Lincoln Chafee.

26. “Customers may forget what you said, but they’ll never forget how you made them feel.” — Maya Angelou.

27. “Serve, don’t sell — and sales will follow.” — Simon Sinek.

28. “The best way to find yourself is to lose yourself in the service of others.” — Mahatma Gandhi.

29. “Customer satisfaction is worthless. Customer loyalty is priceless.” — Jeffrey Gitomer.

30. “The best salespeople know that their job isn’t to close, but to open relationships.” — Jack Daly.

31. “The secret of getting ahead is getting started.” — Mark Twain.

32. “Action is the foundational key to all success.” — Pablo Picasso.

33. “Do not wait to strike till the iron is hot, but make it hot by striking.” — William Butler Yeats.

34. “If you’re not taking care of your customer, your competitor will.” — Bob Hooey.

35. “If you can dream it, you can do it.” — Walt Disney.

36. “Opportunities don’t happen, you create them.” — Chris Grosser.

37. “Success usually comes to those who are too busy to be looking for it.” — Henry David Thoreau.

38. “Don’t limit yourself. Many people limit themselves to what they think they can do.” — Mary Kay Ash.

39. “Growth and comfort do not coexist.” — Ginni Rometty.

40. “Success is walking from failure to failure with no loss of enthusiasm.” — Winston Churchill.

41. “Confidence and enthusiasm are the greatest sales producers in any economy.” — O.B. Smith.

42. “Everything you’ve ever wanted is on the other side of fear.” — George Addair.

43. “A goal properly set is halfway reached.” — Zig Ziglar.

44. “The way to get started is to quit talking and begin doing.” — Walt Disney.

45. “Success is liking yourself, liking what you do, and liking how you do it.” — Maya Angelou.

46. “Either you run the day, or the day runs you.” — Jim Rohn.

47. “Dream big. Start small. Act now.” — Robin Sharma.

48. “What lies behind us and what lies before us are tiny matters compared to what lies within us.” — Ralph Waldo Emerson.

49. “You don’t close a sale, you open a relationship if you want to build a long-term, successful enterprise.” — Patricia Fripp.

50. “Perfection is not attainable, but if we chase perfection, we can catch excellence.” — Vince Lombardi.

Motivational Quotes for the Sales Team to Achieve Targets

“Today is difficult, Tomorrow will be more difficult, but the day after tomorrow will be sunshine.” The most important thing is not to give.- Jack Ma.

You never know how much you can do in your life until you try- Jack Ma.

Do not lose patience when sales are down, and don’t be reckless in good times.

If you want to sell your products, you have to sell yourself. It means you have to make them like you and be convinced of you.

Sales offices should acknowledge ‘NO’ as the next opportunity, not a rejection.

The best skills for a sales officer are growth and a positive mindset.

We are not new. Our products are not new either. But remember, at the end of the day, we will be the best.

Salesmen can increase and set their salaries, while the HRM and marketing teams receive a fixed payment.

A good sales officer has to be patient to reach 100 customers to confirm 2 of them.

Sales officers should remember that they have to persuade their clients to buy products and services. Clients are not willing to buy them. Based on this context, prepare yourself and be passionate.

A good officer does not complain about a rising salary; instead, they create their own value within the organization, which prompts the company to retain them by paying a high salary.

Sales is not about selling something; it is a strategy to influence your clients to buy products.

The best sales teams I’ve seen weren’t driven by money — they were driven by purpose.

Success in sales requires confidence and motivation. Set your goals, believe in your strengths, and never give up. Every effort takes you closer to success.

Jack Ma on Sales: ‘When doing sales, the first people who will trust you will be Strangers, Friends will be shielding against you, fair-weather friends will distance themselves from you. Family will look down upon you.’

The day you finally succeed, paying the bill for every get-together dinner, entertainment, you will realize: Everyone else is present except the Strangers.

Motivational Speech for the Sales Team

If you are a team leader and want to motivate your team to increase sales, read the following speech and deliver it. As a speaker, you have to convey information through verbal and nonverbal cues. Additionally, you can follow the Aristotle model of communication to persuade your team member. It is one of the best communication model that show how to motivate the audience while delivering a speech. This model illustrates how to use ethos, pathos, and logos to persuade customers.  You have to include ethos (credibility), pathos (emotions), and logos (logic) in speech to motivate members.  

Sales Team Motivational Message and Speech To Achieve Targets

1. SALES stands for S. A. L. E. S

S for Smarts: A sales representative has to be smart, regardless of age, gender, or educational background.

A for Active: A sales officer should be active in communication and activities.

L for Loyalty: A sales officer must be loyal to both the company and clients. They should not hide any information.

E for Efficiency: A sales rep has to work strategically to achieve daily, monthly, and yearly targets with the least waste of time, energy, or resources. They have to know which clients are more important.

S for Support: A good sales officer always supports customers after the sale. After-sales service support leads to bringing more clients and higher customer satisfaction.

2. Follow Rules: 3HHH

The 3HHH refers to Hand, Heart, and Head. A successful sales officer works with Hand, Heart, and Head. The best output comes from those who use their hands, heads, and hearts to convince their clients. There are two types of people, thinkers and feelers. The thinker uses the brain (Logic) and the feeler uses the heart (emotion) to analyze objects and situations. A sales representative or agent must use Hand, Heart, and Head to convince clients and leave a lasting impression by doing something notable.

3. 80 percent of sales require at least five follow-ups

According to scholars, 80% of sales are completed after 5 follow-ups by a sales representative.
First Time Follow-up: The client may forget your product and services.
Second Time Follow-up: They will remember you
Third Time Follow-up: Customers will consider your offers.
Fourth Time Follow-up: Clients will be convinced of your product and service.
Fifth Time Follow-up: The sales representative closes the deal.

The essence of this rule is not to give up. Keep trying and put your full effort into closing the deal.

4. Work like a Physician

Sales employees should work like a physician. A physician listens to their patient’s physical exam, notes any difficulties, and takes notes. After that, they offer a solution, either medication or a medical test, based on the patient’s condition.

As a sales officer, you must listen to customers’ queries carefully and offer the relevant services and products. Remember, you will lose the customer if you initially provide services or products that are irrelevant to their needs. A sales representative must study the demographics and psychographics of their target audience. Your offers and products should be congruent with the customer’s needs.

5. Stop selling – Start Solving

We have to remember that nobody wants to pay to buy something, but everyone likes to pay to resolve their problems. As a sales representative, you have to find and provide the best solution for your clients. For example, someone wants to buy a phone for creating video content. In this context, you have to offer the smartphone with the highest camera resolution. Hence, do not try to sell ur product, but try to resolve customer problems.

6. Brian Tracy’s 7 Steps to Sales Success

Prospecting: As a sales office, you need to identify potential clients who need your products and services.

Building rapport: Establish a good relationship with your potential customers by discussing their problems and goals.

Presenting: You have to explain with evidence how your product or service can solve their problems. You have to convince them to buy your products or services.

Handling Objections: As a sales representative, you have to be an active listener to listen to their concerns. Remember, they may ask more about the pros and cons of the products. Therefore, you have to validate their fears by providing tailored solutions.

Closing the deal: Request that they take the final decision and purchase the products and services.

Getting resales and referrals: You must provide after-sales service support to ensure they are satisfied, which leads to repeat business and referrals to new customers.

Motivational Quotes for Businessmen

“Business is not about ideas. It’s about making ideas happen.” Scott Belsky. 

All entrepreneurs are businessmen, but not all businessmen are entrepreneurs.

A common mission, values, and goals are mandatory in any organization. Without these three things, you cannot succeed.- Jack Ma

Success doesn’t come to you; you go to it-Jack Ma.

“Forget about your competitors, just focus on your customers”.- Jack Ma.

Forget about your competitors, just focus on your customers

Generally, I tell people in business that there is nothing wrong with having a competitive spirit if it means saying to yourself: “I want to give the best of myself; I want to reach the top like others.” (Dalai Lama Quotes  from Daily Advice from the Heart)

The only acceptable aggressive attitude is recognizing one’s own talent and working with unshakeable determination, saying to oneself, ‘I, too, am capable, and even if nobody helps me, I will succeed.’-(Dalai Lama Quotes  from Daily Advice from the Heart)

We should consider that our competitors are also human beings and have the same rights and needs as ourselves. VW. We should think of them, too, as members of our society. It is all the better if they are also successful.-(Dalai Lama Quotes No-155 Book 365 Dalai Lama Daily Advice from the Heart).

The CEO focuses on company revenue, the manager focuses on employee productivity, and employees focus on the easier way to work in the organization.

How To Motivate the Sales Team

Many believe the best way to motivate a sales team is simple — offer bigger bonuses. But real drive doesn’t come from money alone. It comes from purpose, recognition, and belonging. I’ve seen people exceed every target not because of the commission, but because they believed in what they were selling, respected the team they worked with, and took pride in proving their potential.

Books can change your life, and training is more valuable than reading 10 books.

Do not believe in luck, but believe in your hard work.

As a leader, you do not need to be an expert to regulate a skilled team. You have to utilize their potential to get the best outcome.

5 Top Qualities of a Great Salesperson

In sales, success isn’t just about numbers — it’s about connection, curiosity, and consistency. The best salespeople share a few timeless traits that set them apart:

Empathetic — They truly understand customer needs and aim to solve problems, not just close deals.

Passionate — Their energy and belief in the product inspire trust and excitement.

Good Listener — They listen more than they speak, building loyalty and credibility.

Optimistic — They see rejection as redirection and focus on possibilities, not problems.

Inquisitive — They ask the right questions to uncover real value for their customers.

Whether you’re just starting in sales or a seasoned pro, these five qualities are worth mastering.

How to find the best sales officers in the team:
  1. They like to talk with others. They are good at communication.
  2. They are committed to lifelong learning.
  3. They are efficient and use their time well.
  4. They like to follow their leaders.
  5. They are self-motivated to be distinguished in the team.

Content and Process Theories of Motivation in Psychology

This article includes the following key phrases: Content and Process Theories of Motivation. The List of Content and Process Theories of Motivation with Examples.  Difference Between Content and Process Theories of Motivation in Psychology and Organizational Behavior.

Content and Process Theories of Motivation

Content and process theories of motivation refer to the two different types of frameworks that explain what factors and how factors motivate individuals to keep working in personal and organizational contexts. Indeed, these theories discuss which factors influence humans to improve job performance and how they continuously keep motivated. The content and process theories are the most common and famous models to motivate employees to receive better outcomes.

Content theories are those researchers who explain what factors are behind people’s or employees’ motivation to continuous performance in the workplace.

In contrast, process theories refer to the frameworks that are designed to explain how factors work behind people’s or employees’ motivation for continuous performance in the workplace.

Types of Motivation Theories

The content and process theories are categories of motivational models such as Maslow’s needs theory, McGregor’s theory X and Y, Equity theory, Expectancy theory, and so more. These are the most common classifications of motivational theory in psychology and organizational behavior.

Content and Process Theories of Motivation in Organization

Difference Between Content and Process Theories of Motivation

Content Theories of Motivation

Content theories of motivation are designed to represent the external and internal factors, including needs, aspirations, and satisfactions that influence humans to keep working in personal, social, and organizational life. So in an organizational context, content theory focuses on employees’ needs and gratification that encourages them to perform in the workplace.

Content theories find the answers to the question “What factors drive human behavior?”. Content theory assumes people have a set of needs that they are intended to achieve.

Example of Content Theories of Motivation

The examples of content theories of motivation are:

  1. Maslow’s Need Hierarchy (Abraham Maslow-1943)
  2. McGregor’s Theory X and Theory Y (Douglas McGregor-1957)
  3. Herzberg’s Motivator–Hygiene Theory (Frederick Herzberg – 1959)
  4. McClelland’s Acquired Needs Theory (David McClelland- 1961)
  5. Alderfer’s ERG Theory of Motivation (Clayton Alderfer- 1972)
  6. Self-Determination Theory (Deci and Ryan-1985)

Process Theories of Motivation

The process theory explains how factors motivate people to achieve goals or stop them from trying to achieve the targets. These theories are frameworks that explore the process of motivation. Process theories of motivation are designed to explain how people’s behavior is directed and organized, sustained, or adjourned.

Process theories are set to seek the answers to the question “How do factors direct individual behavior?”. Theory assumes people have independent and interdependent goals; therefore, they design a concise way to achieve them. It explains the way or process of how they get motivated compared to the factors that inspire them.

Example of Process Theories of Motivation

The examples of Process theories of motivation are:

  1. Equity Theory (Adam-1963)
  2. Expectancy Theory (Victor Vroom- 1964)
  3. Goal Setting Theory (1968)
  4. Justice Theory (1971)

Content Theories of Motivation Examples

1. Maslow’s Hierarchy of Needs Theory

American psychologist Abraham Maslow developed Maslow’s hierarchy of needs theory in 1943 in his paper named “A Theory of Human Motivation:  The five needs of Maslow’s hierarchy theory are Physiological needs, Safety needs, Love and belongingness needs, Esteem needs, and Self-actualization needs. The first four needs are deficiency needs (D-needs), and the top level is growth or being needs (B-needs).

2. McGregor’s Theory X and Theory Y

American Psychologist Douglas McGregor proposed the prominent theory X and theory Y In 1957 in the book titled “The Human Side of Enterprise”.   Theory X and Theory Y refer to two different styles of management in an organization and employees’ characteristics differ from one another. The employees and managers hold different types of organizational behaviors and traits.

Theory X Management

The management believes that the average employee in the organization is lazy and doesn’t like to take workloads.

These employees have little skills, experience, and ambitions; hence, managers need to force them to work regularly. They come to the office late and try to leave the workplace early. The employees in theory X management procrastinate in submitting reports and dislike assisting coworkers to complete the task on time. Employees, always find a way to avoid complex tasks to do. However, they are focused on lower-level needs like salary, financial security, and punishment.

Therefore, the strategy of theory, X management is controlling and output driving approach.

Theory Y Management

Theory Y management assumes that the average employee in the organization prefers to work spontaneously. Employees like to work without being asked and take workloads when the organization demands it. They earn gratification from assigned tasks and responsibility. Employees are responsible and helpful to each other. They are focused on high-level needs including recognition, achievements, and honors from coworkers and organizations.

The management strategy of theory Y enhances empowerment and a trust-driven approach.

Difference Between Theory X and Y Employees
Employees of Theory X
  • Employees hold pessimistic views with little optimism toward organizations.
  • They dislike work; therefore managers must monitor them.
  • Employees can only be motivated by money and punishments.
Employees of Theory Y
  • Employees hold an optimistic set of assumptions in the organizations.
  • They are self-engaged, committed, responsible, and creative.
  •  Recognitions, achievements, and honors can motivate employees to improve job performance.
3. Herzberg’s Two Factor Motivator–Hygiene Theory (1959)

Frederick Herzberg proposed the two-factor theory of motivation in 1959. Job satisfaction and dissatisfaction arise from two different sets of factors such as motivation and hygiene. Based on Maslow’s pyramid of needs theory published in 1943, Frederick Herzberg theorized this framework by adding Motivation-hygiene factors that motivate employees.

The motivating factors increase employees’ job satisfaction whereas hygiene factors prevent employees from being dissatisfied. The hygiene factors transform employees’ state of dissatisfaction into no satisfaction (neutral position) while in contrast, motivator factors make employees’ state of no satisfaction into satisfaction.

Elements of the Two-Factor Theory of Motivation are:
  1. Motivation (Intrinsic Factors)
  2. Hygiene (Extrinsic Factors)
Motivation (Intrinsic Factors)

Motivation includes intrinsic factors that boost job satisfaction among employees in the organization. The motivational factors include recognition, challenging tasks, achievements, Power, responsibilities, affiliation, relatedness, and opportunities. These intrinsic factors make employees feel an influential sense of decision-making in the organization. This continuous motivation arises from the job itself. Motivation may drive a person to move from a state of no satisfaction to satisfaction.

Hygiene (Extrinsic factors)

In contrast, Hygiene comprises extrinsic factors that prevent employees from being dissatisfied. The hygiene (extrinsic) factors are lower-level needs such as salary, job security, status, work environments, policy, and legal compliance.  The presence of Hygiene factors may influence an employee to move from a state of dissatisfaction to no dissatisfaction. 

How To Use Two-Factor Theory in Organization

The top managers and senior employees ensure hygiene factors such as work environments to prevent employees from being dissatisfied and enhance the motivator factors such as recognition to improve job satisfaction.

4. McClelland’s Theory of Needs (1961)

In 1961, David McClelland developed the Need Theory explaining three factors that motivate people in organizations. He proposed the Acquired- Needs Theory in his book ‘The Achieving Society’.

Apart from Maslow’s hierarchy of five needs (Physiological needs, Safety needs, Love and belongingness needs, Esteem needs, and Self-actualization), McClelland proposed three additional needs (needs for achievement, affiliation, and power) that inspire employees to work in the organization. Therefore, the three needs theory is a content theory; because it explores three more motivational factors in organizational behavior.

David McClelland’s Three Needs are:

  1. Needs For Achievement (n-Ach)
  • Prefers working on challenges.
  • Best in situations in which performance is due to effort and ability.
  • Prefers to work with other high achievers
  1. Needs For Affiliation (n-Aff)
  • Likes to work in teams with cooperation and collegiality.
  • Tends to avoid conflict.
  • Likes to achieve complimentary in private.
  1. Needs For Power (n-Pow)
  • Likes to be in charge.
  • Likes to be in control of people and events.
  • Appreciates being recognized.
5. Alderfer’s ERG Theory of Motivation (1972)

Clayton Alderfer proposed the ERG theory of motivation in 1972 by extending Maslow’s hierarchy of needs.  Alderfer argued that human needs are divided into three categories instead of the five categories proposed by Abraham Maslow.

According to Alderfer(1972), the three needs factors of human motivation are Existence, Relatedness, and Growth. The motivation factor existence contains physiological needs including food, water, shelter, sex, air, clothes, and physical and mental safety. The organization meets these needs with salary, incentives, job security, and good working conditions ensuring hygiene factors. 

The need factor relatedness includes love, belongings, respect, mental and physical support, and communication engagement. The organization can ensure relatedness among employees by improving interpersonal communication.

The final factor of the ERG theory of motivation is growth which enhances personal and group achievement. 

6. Self-Determination Theory (1985)

Deci and Ryan proposed the self-determination theory in 1985 in a book named “Intrinsic Motivation and Self-determination in Human Behavior”. It is known as SDT in human and organizational behaviors. Self-determination theory assumes that three innate needs influence an employee’s behavior and well-being. This theory argues that competence, autonomy, and relatedness are the most powerful factors behind employee motivation to enhance performance, continuous and creativity.

The Three Motivational Factors of Self-Determination Theory are:
  1. Competence
  2. Autonomy
  3. Relatedness.

Competence, Autonomy, and Relatedness are intrinsic motivations or needs that inspire employees to work continuously. Therefore, self-determination theory (SDT) is a content theory of motivation.

How To Use  Self-Determination Theory in an Organization

Managers should influence behavior by creating work environments that support each need.

  • Firstly, the management needs to provide tangible resources, time, contacts, and coaching to improve employees’ competence.
  • Secondly, the organization has to focus on empowering employees and delegating meaningful assignments and tasks to enhance feelings of autonomy.
  • Finally, the senior employees have to make fun and companionship to foster relatedness.
 Lower-level and higher-level Needs of Content Theories of Motivation

 

Process Theories of Motivation Examples

  1. Equity Theory (Adam-1963)
  2. Expectancy Theory (Victor Vroom- 1964)
  3. Goal Setting Theory (1968)
  4. Justice Theory (1971)
1. Adam’s Equity Theory (1963)

John Stacey Adams proposed equity theory in 1963 to explain how individuals strive for fairness and justice in an organizational context. Adam’s equity theory explains the process of motivation; therefore, it is a process theory. Equity theory determines the resources provided by organizations for employees and the outcome ratio received from them. It is a give-and-take relationship like reciprocity.

According to Adams’ Equity Theory (1963), a fair balance between employees’ input and output factors motivates employees to enhance productivity. A strong and positive relationship between employees and organizations yields better outcomes.

The input factors of equity theory comprise employees’ dedication, hard work, effort, skill, experience, enthusiasm, and so more.

The output elements of equity include salary, respect, acknowledgment, recognition, and more.

The model is based on our evaluation and comparison of outputs and inputs with relevant others.

2. Vroom Expectancy Theory (1964)

Victor H. Vroom proposed the expectancy theory of motivation in 1964 with three elements: expectancy, instrumentality, and valence. It is a process theory of motivation that demonstrates the process of motivation. People are motivated to behave in ways that produce desired combinations of expected outcomes.

The Elements of Expectancy Theory are:
  1. Expectancy
  2. Instrumentality
  3. Valence
Expectancy (Efforts)

The expectancy factor of Vroom expectancy theory refers to the employees’ anticipation that if they make efforts to complete the job, they will achieve performance goals.  For example, the employee has to sell 100 phones to achieve the monthly product selling goal. To achieve the monthly goal set by the company, employees continuously keep trying.

Expectancy finds the answers to the question “Can I achieve my target if I work hard?”

Instrumentality (Performance)

Instrumentality is the employees’ belief that they will receive the expected outcome if their performance meets the demands. For example, the employee will get rewards if they achieve the target. The expected outcome might come with a salary increment, promotion, and recognition.

Expectancy sees the answers to the question “Will I get rewards if I can achieve the target?”

Valence (Outcome)

Valence refers to the perceived value of received rewards from the organization.

Expectancy sees the answers to the question “Will I become happy if I get the particular reward?”

Vroom Expectancy Theory Organizational Implication

The Use of Expectancy Theory To Evaluate How Does Pay Influence Individual Employees?
  • Expectancy theory emphasizes expected rewards.
  • Compensation mainly influences instrumentality.

Extrinsic Motivation:

  • Depends on rewards (such as pay and benefits) controlled by external sources.

Intrinsic Motivation:

  • Depends on rewards that flow naturally from work itself.
  • Extrinsic incentives generally do not harm intrinsic motivation.
3. Goal Setting Theory (1968)

In 1968, Professor Edwin Locke proposed the goal-setting theory explaining that clear goals and feedback are crucial to employee motivation. This theory has been well accepted by the economic and organizational sectors to determine the human motivation process.

In 1990, Edwin Locke and Gary Latham extended the goal-setting theory articulating five principles of goal-setting in organizations.

According to Locke and Latham’s goal-setting theory published in 1990, the five principles that inspire employees are:

  1. Clarity
  2. Challenge
  3. Commitment
  4. Feedback
  5. Task complexity

Certain conditions are necessary for goal setting to work.

  • People must have the ability and resources.
  • People need to be committed to the goal.

Performance feedback and participation in deciding how to achieve goals are necessary but not sufficient. Goal achievement leads to job satisfaction.

Mechanisms Behind the Power of Goal Setting

  1. Goals regulate effort.
  2. Goals direct attention.
  3. Goals increase persistence.
  4. Goals foster task strategies and action plans.
4. Justice Theory (1971)

The American Philosopher John Rawls proposed the Justice Theory in 1971. Organizational justice refers to the extent to which people perceive that they are treated fairly at work. Three types of justice: 1. Distributive Justice. 2. Procedural Justice. 3. Interactional Justice.

Using Equity and Justice Theories

  • Employee perceptions
  • Employees want a voice in decisions that affect them.
  • Employees should have an appeals process.
  • Leader behavior
  • A climate for justice makes a difference.
References
Adams, J. S. (1963). Towards an understanding of inequity. The Journal of Abnormal and Social Psychology, 67(5), 422–436. https://doi.org/10.1037/h0040968

Deci, E. L., & Ryan, R. M. (1985). The general causality orientations scale: Self-determination in personality. Journal of research in personality19(2), 109-134.

Locke, E. A. (1968), Toward a theory of task motivation and incentives, Organizational Behavior and Human Performance, 3(2): 157-189

Locke, E.A. and Latham, G. P. (1990), A theory of goal setting and task performance, Prentice Hall College

Locke, E.A. and Latham, G. P. (2013), New developments in goal setting and task performance, Routledge