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The Active Ingredient features expert insights and commentary from leaders of ZS Associates' global pharmaceuticals practice.

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How to Motivate a Multigenerational Sales Force

Posted by ZS on Wed, Oct 05, 2016


What motivates a 52-year-old sales rep might not necessarily be what elicits the best performance from the 29-year-olds in the field, so how can sales compensation plans best incentivize a multigenerational sales force? At ZS’s 2016 Pharma Sales Comp Conference, held in Boston July 20-22, keynote speaker —a researcher and self-proclaimed (and self-aware) millennial at Wayzata, Minn.-based generational consultancy BridgeWorks—discussed the key characteristics of each generation and what sales leaders need to know in order to get the most out of sales reps of all stripes. “When we talk about motivation, it plays so well into the concept of ‘one size does not fit all’ when it comes to incentives and compensation,” Ubl says. “What works for one group is not necessarily going to work for another.”

ZS spoke with Ubl about the intricacies of motivating and managing a multigenerational team.

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Topics: sales comp, millennials, 2016 Pharma Sales Comp Conference, hannah ubl, generations, generation X, baby boomers, multigenerational sales force

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