We are all different...and good job too!

I was first introduced to science-based aptitude tests about 40 years ago. As an upwardly mobile sales manager I was delighted when they identified in me the requisite "predictors of success." Even the so-called weaknesses of "aversion to planning" and  "a tendancy to socialise" to me meant natural optimism and people minded...and were definitely valuable attributes in the role.
No surprise then that I have been a long term advocate of such tests to "scientifically" assist the otherwise mysterious art of fathoming people out!
Over the years one of my recurring fathoming challenges has been the question "What motivates salespeople...and in particular how important are incentives and rewards?"

And some recent work by neuroscientists at Washington University in St. Louis, has introduced both new answers...and a few questions on this perennial issue.
The key point emerging from their research seems to be that given a task...there are people who are motivated to perform better whether there is a reward or not. At the same time there are those that don't respond to money!   Closer reading was enlightening. Apparently it's to do with our "lateral prefrontal cortex (PFC), located right behind the outer corner of the eyebrow, an area that is strongly linked to intelligence, goal-driven behavior and cognitive strategies."
When researchers scanned activity in this area they found that reward sensitive individuals have persistent motivation even in the absence of rewards. As they report "once the rewarding motivational context is established in the brain indicating there is a goal-driven contest at hand, the brain actually rallies its neuronal troops and readies itself for the next trial, whether it's for money or not."
At first read it seemed a repeat of the McGregor X and Y Theory that I'd previously encountered ...and erroneously interpreted as saying "Some will... and some won't give a ----!"

Of course it's not as simple as that. People are motivated to do things for different reasons.

Some of them will be motivated by money... some will not. Even those motivated by money will reveal differences...some being attracted to adding wealth...others more interested in reducing costs.

Some people will do things for personal benefit others will be motivated by altruism. And so it goes on.

So what do you do when trying to fathom out what motivates the group of the people that you are trying to influence?

Lateral prefrontal cortex scans and personality profiling tests aren't really on! Questions will tell you... but that's not really practical either. No...the simple answer is just remember to cover all the bases in your presentation:  Appeal to:

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  The Security minded...by describing the profitability benefits or perhaps the efficiency gains
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  The Social approval minded...by covering maybe the welfare benefits or sponsorship plans
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  The Self-Esteem minded...by possibly highlighting the bonus scheme or recognition programme
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  The Self-fulfillment minded...by pointing out the long term growth and career opportunities.

One thing is sure....we aren't all motivated by the same things or share the same traits and tendancies. 
If we did you might never plan a thing .... and spend too much time socialising!

Bob Howard-Spink is a partner in Persuadability. For tips and advice on improving your business messages please visit us at http://www.persuadability.co.uk/