How to Motivate Your Sales Team in 2024

Let's face it, most sales leaders are terrible at motivating salespeople and sales teams. I learned the hard way that soft skills are often the hard skills when it comes to sales leadership.? And in 2024, sales are going to be harder than ever. We should not be surprised that our sales teams will have a heightened sense of stress and anxiety.? Sure the norms of performance and job security are there. Yes, missing goals, reduced headcount, and the standard, "do more with less" will be prevalent. And in 2024, there are additional thoughts in our minds around the world at large, including the war in Ukraine, Israel, and the US Elections. Then, wrapped around all of this is the fear of the AI concerns as it relates to all of these topics. So as a sales leader, keeping your sales team focused and on track will be harder than you've ever experienced before. And those who say they have done it before, well, are simply lying to you. Nobody has gone through what we are about to go through in the way we are going through it. N.O.B.O.D.Y. This brings us to the point of this post, motivating your sales teams, and more specifically how you do it across the generations. And while with sales in mind, this information is probably good for every department from marketing, to IT, customer success, and everything in between.? And yes, a lot of what you read below was created by AI and simply asking, to describe different ways to motivate sales people based on the following generational breakdowns, Gen X, Millennials, and Gen Z. How accurate do you think this is? Motivating different generations, such as Gen X, Millennials, and Gen Z, when it comes to sales recognition requires understanding their unique values, preferences, and expectations. Here are some key differences in motivating these generations:

Gen X (born 1965-1980)

1. Recognition Preference: Gen X values recognition that is more private and sincere. They appreciate personal praise and acknowledgment of their contributions.
2. Motivational Factors: Offering them tangible rewards like bonuses or promotions can be effective. They also appreciate job security and work-life balance.
3. Communication Style: Gen X prefers face-to-face or direct communication. They are not as reliant on digital platforms for recognition.
4. Richard's Thoughts - Gen X was a part of the STFU get back on the phone sales upbringing. And yes, it is interesting that oftentimes Gen X didn't like the public praise, we were taught (wrongly), to be embarrassed by public praise.

Millennials (born 1981-1996)

1. Recognition Preference: Millennials seek both public and private recognition. They want acknowledgment from peers and supervisors but also value personalized feedback.
2. Motivational Factors: Millennials are motivated by career growth opportunities, skill development, and a sense of purpose in their work. They value workplace flexibility and work-life integration.
3. Communication Style: Millennials are digital natives, so using technology and social media for recognition can be effective. They appreciate frequent feedback and recognition in real-time.
4. Richard's Thoughts: I truly believe all the blame millennials have suffered at the hands of Gen X leaders was really about the Gen X leader being jealous. We were (some still are) jealous of the love, support, training, and coaching Millennials get that we wished we never did.?

Gen Z (born 1997-2012)

1. Recognition Preference: Gen Z prefers quick and public recognition. They are accustomed to receiving instant feedback and validation through social media.
2. Motivational Factors: Gen Z is motivated by opportunities for advancement and learning, as well as meaningful work that aligns with their values. They value diversity and inclusion.
3. Communication Style: Gen Z is highly tech-savvy and prefers digital communication channels like instant messaging and social media. They are likely to respond well to gamified or interactive recognition platforms.
4. Richard's Thoughts: I often wonder if Gen Z will be the loneliest generation. The self-isolation of social media is taking its toll. Since people only post their best selves it can create a false belief system around life, joy, and happiness.?

Consider the following strategies

1. Customize Recognition: Tailor recognition efforts to each generation's preferences. For Gen X, focus on personalized, private recognition, while Millennials and Gen Z, incorporate public acknowledgment and social media sharing.
2. Offer Varied Incentives: Provide a range of incentives that align with each generation's motivators. For Gen X, consider bonuses and job security. Millennials may appreciate skill development opportunities, and Gen Z may value experiences or events as rewards.
3. Foster an Inclusive Culture: Create an inclusive workplace culture that values diversity and provides opportunities for personal and professional growth, as this is appreciated by all generations.
4. Embrace Technology: Utilize digital platforms and technologies for recognition, but be mindful of the preferred communication channels for each generation.
5. Solicit Feedback: Regularly gather feedback from your sales teams to understand what recognition strategies resonate with them and make necessary adjustments.

Conclusion

2024 is going to be one of the toughest years on record when it comes to achieving sales goals. And a critical piece of this will be keeping your sales team motivated. And it's important to understand the various perspectives different people on your sales team include. Recognizing and catering to the unique motivations and preferences of Gen X, Millennials, and Gen Z can lead to a more engaged and motivated salesforce, ultimately improving sales performance.

About The Author

When you work in sales, you work with people—and there is a certain level of humanity that must be upheld in these relationships. While it may be your job to make the sale, it is the tactics you use that form your relationship with the buyer and support their journey.

Teaching sales reps how to earn the right to ask questions, which questions to ask, and when is the primary driver for Richard . He brings 20+ years of experience, having done all the roles, SDR, AE, Manager, Director, VP of Sales, and Director of Sales Ops to the table. His client list includes Fortune brands as well as start-ups, including Zoom, Salesforce, Human Interest, Dusty Robotics, Gainsight, and more. He's also the co-founder of Surf and Sales as well as the host of the Surf and Sales Podcast and his newest podcast, Sales Rants with Richard. He lives in Northern California with his wife, Cathy, sons, Riley and Bodhi, and two Cavapoos, Lola and Luna.

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