The future of Salesforce motivation in the B2B security-sector market : What we can learn from the Covid-19 pandemic

Abstract: The Covid-19 pandemic has changed the way of working for employees and companies around the world. An important part of an organization is the salesforce since they are building relations with customers and making sales. It is therefore important for the salesforce to be motivated in order to be productive and contribute to the organization's increased sales.  This thesis is a qualitative study regarding salesforce motivation and how to motivate salesforce further in the future based on the Covid-19 pandemic changed way of working. We have studied the Middle East regional office of a Swedish B2B company within the security sector called Gunnebo Group. The research was conducted through interviewing seven respondents whom comes from seven different nationalities and based in four different countries. All the respondents are working within the salesforce at the researched organization with the title of Sales Directors. Through the interviews we have gathered data about four different perspectives that can have an impact on the salesforce motivation. These aspects are motivation in general, culture, leadership, and the changed way of working due to Covid-19. In this study we have taken these perspectives in consideration when answering our research question and trying to fulfil the research purpose.  The purpose of this research is to create an understanding of what can motivate the salesforce at Gunnebo Middle East post-pandemic and/or going into 2022. Further, we want to contribute with new knowledge that will help organizations develop as well as prepare for a post-pandemic way of approaching motivation regarding salesforce.  The conclusion of this study is, in order to motivate salesforce further in the future, B2B companies within the security sector need to continue to work with the changes that the Covid-19 pandemic has created and not go back to a pre-pandemic way of working. Further, companies need to maintain the changes and develop the changed way of working through educational programs regarding the use of technological tools as well as customer interaction to increase motivation and performance. It is crucial that the organization does not lose focus on the importance of face-to-face interaction.