Sales managers can best do this by finding incentives that will be desirable to the sales force. The managers must hold these incentives out as rewards for high performance and must ensure that all employees have an equal chance to obtain these rewards.
Expectancy theory holds that people will succeed in a task when the goal is important to them and when there is a clearly defined way of reaching that goal. Sales managers, then, must create incentives that seem valuable and important to the sales force. They must clearly set out ways to achieve those goals that are available to all members of the sales force. If they can do these things, expectancy theory says, their employees will be more likely to perform well.