1. Why are some millennials unmotivated by the prospect of a job and career in sales?

2. From an expectancy theory perspective, what steps can managers take to make sales positions attractive and motivating for millennials? 

3. From a need theory perspective, what steps can managers take to make sales positions attractive and motivating for millennials? 

4. From a learning theory perspective, what steps can managers take to make sales positions attractive and motivating for millennials? 

As the U.S. economy gains momentum, companies selling technology and other services to corporate customers are struggling to fill potentially lucrative sales jobs. Young workers are often uninterested in sales—a field they perceive as risky and defined by competition.

However, sale jobs have changed significantly in recent years. Wheeler-dealers are out, and problem-solvers are in. Sales organizations today are more commonly structured as teams, with lower-ranking members identifying prospects and developing early interest, someone else running through the specs on highly technical products, and field reps negotiating deals. However, few employers have realized that they need a different sales pitch to attract a younger cohort. 

Oracle Corp. states that students frequently show a lack of awareness about sales roles, but then interest is piqued when they learn that the field is well-suited to continuous learners and that training and career progression are built into the program. Some companies are rethinking their compensation strategies to appeal to young people who want more of a financial safety net, favoring a higher base pay with a lower proportion of the riskier commission pay.

As much as companies are eager to fill sales-rep jobs, the heavy investment to get new hires up to speed has made employers careful about bringing on new blood. To hedge their bets, more employers are requiring that new hires arrive with a college degree. Universities are getting the message. For example, DePaul has revised its sales courses to reflect the new reality of sales jobs, emphasizing critical thinking and collaboration.