Most sales leaders try to motivate their teams by setting goals for them.
But the truth is simple:
People don’t commit to goals they’re given.
They commit to goals they own.
People Are Motivated Differently
Not everyone is driven by the same thing.
In most sales teams:
- About 75% are primarily income-driven
- Around 25% are competitive
- A smaller group are high-conscientious performers
Your role isn’t to force one type of goal.
It’s to help each person discover what drives them.
1. Income-Driven Salespeople
For many reps, motivation starts with income.
But asking, “How much do you want to make?” isn’t enough.
You have to go deeper:
- What would that income change in your life?
- What pressure would it remove?
- What happens if you don’t reach it?
Now the goal becomes personal.
It’s no longer just a number—it’s tied to real outcomes and real meaning.
2. Competitive Salespeople
Some reps are driven by winning.
They want to:
- rank higher
- improve
- measure themselves against others
With these reps, focus on questions like:
- Where do you want to rank?
- Who are you chasing?
- What would it mean to be at the top?
But remember—competition shows up in different ways.
Some want recognition.
Others prefer to win quietly.
Coach accordingly:
- Public competitors → respond to recognition
- Private competitors → respond to progress
3. High-Conscientious Performers
This group is different.
They aren’t driven by money or competition as much as:
- doing what’s right
- meeting expectations
- being consistent
They don’t need pressure.
They need clarity:
- What does success look like?
- What is expected?
- How will it be measured?
Give them structure—and they’ll follow through.
Turning Goals Into Action
Once someone owns their goal, your role shifts.
Now you help them build the plan:
- What production is required?
- What activity supports it?
- What must happen daily?
Now the goal is no longer abstract.
It becomes actionable.
The Bottom Line
You don’t have to push people toward goals they believe in.
You just have to help them discover what’s worth pursuing.
When the goal is theirs—the effort will be too.