Motivation plays a vital role in personal selling because the performance of a salesperson depends not only on knowledge and skills but also on willingness, enthusiasm and commitment to achieve sales objectives. Salespeople often face rejection, competition, uncertain income, demanding customers and pressure to achieve targets. Proper motivation helps them overcome these difficulties and maintain a positive attitude towards their work. The major role of motivation in personal selling is to improve sales performance. A motivated salesperson makes greater efforts to contact prospects, make presentations, handle objections and close sales. Motivation also increases job satisfaction and reduces absenteeism and employee turnover. Since salespeople generally work with considerable independence, motivation encourages them to manage their time effectively and take initiative. It also develops confidence, persistence and creativity in dealing with customers. Motivated salespeople are more likely to build long-term relationships with