In summary, at Kraft we believe that motivating must be a continuousprogram and not simply a reaction to a crisis.

We believe that this program must include training our managers to understand what the real motivators are, what the job satisfiers are, and how they can use this knowledge.    We believe that this training must provide procedures for measuring and reacting to the level of motivation in the sales force.

These procedures involve a good communications system, two-way communications, so that we are not only aware of the motivational needsof the sales force at all times but so that we can develop and implement programs to meet those needs.     

The "Your  Right to Know" program for employees is one product ofour motivational awareness policy.   As our employees have a better understanding of our business, we find that they develop a greater sense of participation.

"Attitude surveys" by outside firms help us to measure, motivation levels and to spot weaknesses and problems that might not otherwise be brought to light.    

We find the "performance review" to be not only a way to measure motivation but to provide the opportunity to understand individual needs and to respond to these needs. "Exit interviews" can give us a real clue to the feelings of the sales force at large, as well as often pinpointing specific problem locations.

 Having a sales organizational structure that is independent of marketing, with direct lines of communication, enables us to make decisions about, and react quickly to, the needs of the sales force in the field.      

It also gives us the flexibility to control our own opportunities for expansion and advancement.These communication systems all help us to perceive and understand in what measure the sales force as a group, and individuals, needs and seeks the job safisfiers and the real motivators, what keeps them working, and what makes them more productive.    

With this knowledge, we attempt to install, develop, or improve the programs that fill those needs. Managing motivation...it’s an on-going challenge.