Abstract
Background: Whether internal or external, motivational factors serve as stimulants influencing
individual ability to execute sales tasks. A meta-analysis was conducted highlighting three
broad categories of individual motivations that are imperative within the context of sales
performance, namely cognitive choice, goal orientation, and work engagement. However,
marketing and sales management scholars argue that there is a need for further research
exploring the influence of intrinsic and extrinsic motivational factors on overall sales
performance in multiple business settings.
Aim: The aim of the study is to test a six-dimensional framework of business-to-business (B2B)
sellers’ motivations in sales performance.
Setting: The application of a six-dimensional framework on sales performance within a
Norwegian context. Different companies from multiple industries operating in the productorientated
sector of Norway were selected to measure the relevance of the six-dimensional
framework to sales performance in these companies.
Method: In total, 236 usable questionnaires representing multiple industries of different sizes
across Norway were used. Data were collected using self-administered questionnaires.
Results: The findings indicate that the dimensions of B2B sellers’ motivations are relevant in a
B2B sales setting. Therefore, sales businesses operating in a B2B environment need to become
increasingly aware that motivations drive sellers to achieve their goals.
Conclusion: The study offers an increased understanding on how to structure B2B sellers’
motivations in a six-dimensional framework, including cognitive choice, goal orientation, and
work engagement.
Contribution: The study develops an improved understanding of the intrinsic and extrinsic
motivational factors that influence the sales performance of B2B sellers. Furthermore, it
contributes to an increased understanding of how to structure B2B sellers’ motivations in a
six-dimensional framework.