If you’re leading a sales team, you already know that motivation is everything.
But most sales managers focus on training or setting goals, and few really dig deep into the science of motivation.
That’s why today, we’re diving into Expectancy Theory - a powerful framework by Victor Vroom that can help you understand what truly drives your salespeople and, most importantly, how to leverage that to boost performance.
What is Expectancy Theory?
Expectancy Theory is all about understanding the mental processes that influence how people decide to act. Think of it as a way to decode what’s going on in your sales team’s heads when they decide whether or not to push for that next big sale.
This theory breaks down motivation into three main components: Expectancy, Instrumentality, and Valence. Let’s unpack these a bit.

1. Expectancy: Can I Actually Do This?
This is where your team asks themselves: “If I put in the effort, can I hit my targets?” It’s about confidence. Salespeople need to believe that they have the skills, resources, and support to achieve their goals.
Your Action Step: Make sure your team has the training and tools they need to succeed. Regular skill-building sessions, up-to-date market information, and robust CRM systems can make all the difference. You want them to feel fully equipped to tackle any sales challenge.
2. Instrumentality: What’s In It For Me?
Even if your sales reps believe they can succeed, they need to see a clear link between their performance and the rewards they’ll receive. This isn’t just about financial rewards, though those are crucial. It’s also about recognition, career advancement, and personal satisfaction.
Your Action Step: Develop a transparent incentive structure that clearly connects performance with rewards. Regularly recognize and celebrate your team’s successes, both big and small, to reinforce this connection.
3. Valence: Do I Care About the Reward?
This is all about the personal value of the reward. Does your team actually want what you’re offering? A trip to Hawaii might be great for one person but irrelevant for someone else.
Your Action Step: Get to know your team. What motivates each person? Is it money, recognition, flexibility, or career growth? Customize rewards as much as possible to align with what each team member values most.
Putting It All Together: Motivation = Expectancy x Instrumentality x Valence
When you understand that motivation is a product of these three components, you can start to see where your team might be getting stuck. If motivation is low, it’s time to ask: Is it because they don’t believe they can succeed (expectancy)? Because they don’t see a clear connection between their efforts and the rewards (instrumentality)? Or because they just don’t value the rewards on offer (valence)?
How to Apply Expectancy Theory to Boost Your Sales Team’s Performance
Start by having open conversations with your team. Ask them about their goals, challenges, and what they need to feel more motivated. Use this feedback to tailor your training programs, adjust your incentive structures, and personalise your recognition efforts.
But don’t stop there. Continually monitor and adjust based on performance and feedback. Motivation isn’t a “set it and forget it” strategy - it’s a dynamic process that requires constant attention and fine-tuning.
What Next?
If you found this breakdown of Expectancy Theory helpful and want to learn more about how to maximise your sales team’s potential, check out our latest podcast episode on boosting sales team performance.
Or, feel free to reach out for a quick chat on how you turbo-charge your sales efforts with our managed Outsourced SDR service: https://www.sentrama.com/free-consultation
Either way, by understanding and applying Expectancy Theory, you’ll be well on your way to unlocking new levels of motivation and performance in your sales team.
Let’s make it happen!