Griffin/Phillips/Gully
You recognize that your sales staff will be essential to your store’s success, and you want to create a
system that motivates them to help create a competitive advantage for your business. Because this is the
first store you have opened, you have some latitude to decide how to best motivate your staff. Market-
competitive starting salaries have already been established, but you have decided to allocate 10 percent of
the stores’ profits to use to motivate your sales staff in any way you see fit.
Task: Working as a team, students discuss their answers to the following questions and share their
answers with the class.
1. What behaviors would you want from your sales staff?
2. What goals would you set for your sales staff, given your answer to Question 1?
3. What type of system would you set up to reward these behaviors?
4. What challenges would you be on the lookout for? How would you proactively address these potential
challenges to prevent them from happening?
VIDEO EXERCISE
Mike Boyle Strength & Conditioning
Summary: Mike Boyle is the co-owner and manager of Mike Boyle Strength and Conditioning, a gym
based in Woburn, Massachusetts. Mike’s vision for his gym is he wants everyone to see the gym simply
as a place they go each day to help people. Mike Boyle Strength & Conditioning employs a number of
people performing in multiple roles. Mike himself, along with his co-founder, also work as personal
trainers in addition to managing the gym. Mike understands that the fitness industry is characterized by
high turnover. Consequently, he focuses on trying to motivate his staff to both grow and develop as
fitness professionals while also seeing his gym as a place they want to stay.
1. Can you relate Mike Boyle’s views on employee motivation to the need theories discussed in this
class? If so, how?
Mike is meeting all of the needs outlined in Maslow’s hierarchy of needs. He meets their
physiological needs through a paycheck and their security needs by the stability and success of his
gym. Beyond that, workers have a sense of belongingness because they are working with the same
Looking at Herzberg’s motivation factors of achievement, recognition, the work itself, responsibility,
and advancement and growth were addressed in the above examples except for the work itself. Both
trainers in the video appeared satisfied with their jobs and feel they are helping people. They enjoy
the work. Responsibility also was not directed addressed and both trainers show responsibility