Maslow's pyramid of needs. How to motivate salespeople to meet sales targets

Yuri Okunev School

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Have you ever thought about what is the root cause of our priorities in life? It turns out that their list is influenced not only by the social environment, cultural traditions and social stereotypes, but also by Mother Nature herself. Maslow’s pyramid, compiled 70 years ago, clearly displays the hierarchy of human needs, and does not lose its relevance today.

Types of needs according to Maslow

Abraham Harold Maslow was a famous American psychologist of the 20th century, the founder of humanistic psychology.

The theory of human needs that he developed in the 40s has found wide application in all spheres of life. It made it possible to understand the mechanism of personal motivation, characteristic of all, without exception, people as living beings. And, despite some criticisms of Maslow's theory, his work still underlies the principles of management and marketing today.

Initially, the work was presented in the form of an article. But later, apparently in order to simplify the author’s thoughtful, lengthy arguments, the psychologist’s idea began to be presented in the form of a table or pyramid. It was in this format that it became known to the general public.

In a simplified version, the pyramid of needs is drawn with five levels:

1. Physiological needs- food, water, sleep, warmth, reproduction, etc. This is the basis of the pyramid, because It is on the basic natural needs that the existence of any person is built. That is, a hungry artist, of course, can also create, but only until he faints.
2. Protection. This is our second priority in life, dictated by nature itself. There are many sources of potential risk around that threaten a person’s life, health, or at least peace of mind. As long as we remain unprotected, we are vulnerable and helpless.
3. Belonging to society who recognizes us. Man is a social animal. Therefore, it is important for us to feel like a legitimate member of society. And from here comes another nuance - we want to please other people. And it’s even better if they love us. And no matter how much you deny this very need, believe me, you also have it. Another thing is that you may treat her with less attention than some other person.
4. Respect. The next stage of socialization. We want to know that the love we receive is deserved. That we are truly worthy of praise, recognition, and universal approval, because we have outstanding professional and creative abilities, personal qualities, physical strength, developed intelligence, etc.
5. Self-realization. Top of the pyramid. It is human nature to develop. In every sense, from the transformation of character traits to the business sphere.

More detailed versions of the pyramid include two more steps:

• Cognition. Built in after the “Respect” level. A person strives to learn new things, do something new, explore and come to conclusions.
• Aesthetics. It comes after cognition, before self-realization. Harmony, a sense of beauty, a craving for beauty, order - these needs, according to Maslow, are also inherent in each of us by nature.

As for the hierarchy, the scientist noted two features. On the one hand, Maslow emphasized that an individual moves on to satisfy higher-order needs only after satisfying basic biological needs. On the other hand, an American psychologist noted that the order and, in general, the very fact of the presence of each of the stages in the lives of different people can differ significantly.

So, someone quite consciously exists without a craving for beauty, placing emphasis on simpler and more understandable goals. Another would rather sacrifice a piece of bread than give up the opportunity to create or explore. In both cases, we can talk not only about the inharmonious formation of personality, but also about the unfavorable conditions of the surrounding reality. The latter is a consequence of a certain pathology in the development of society or even the entire civilization.

Well, how to apply this in practice?

Most likely, this is the question that the vast majority of readers are asking now. Indeed, the theory is very interesting and, as they say, vital, but what is its value for our everyday life? And for time management, especially.

In fact, the connection is the most direct and close. Maslow's model is invaluable for all areas that have at least some relation to humans. And all because it allows us to draw at least two important conclusions:

• For almost all people, simple everyday needs come first. Therefore, for example, it makes no sense to demand ideal performance of job duties from a person whose salary or working conditions do not allow him to satisfy these very basic biological needs.
• Knowing a person’s needs, you can always figure out how to motivate him to take the actions you need. For example, you know that an employee valuable to the company has been working tirelessly for the benefit of the company for several months. Then promise him, after the successful completion of the next project, a week of extraordinary vacation with full financial support.

As for time management, the essence of Maslow's theory in this aspect is as follows - when planning time, take into account the need to satisfy all your needs. With no exceptions! Otherwise, at some point you will realize that you are suffering from colossal overwork or, on the contrary, from brutal intellectual hunger.

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You will find more information and a description of other concepts in my article "". We will talk in detail about the topic of needs, their competent hierarchy and the ability to keep up “always, everything and at once” on my website.

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You weren't promoted at work. Of course, this upset you, but what made you even worse was your significant other who left you. Besides, you were late for the bus and almost turned gray while walking along a creepy dark alley. But all your troubles turned out to be insignificant compared to an empty refrigerator when you really wanted to eat. Indeed, our needs replace each other in importance. And higher needs fade until the basic ones are satisfied. This fact suggests that all our desires, or rather needs, are in a clear hierarchical sequence. You can understand which needs can deprive us of our strength, and which ones we can do just fine without using Abraham Maslow’s pyramid of needs.

Abraham Maslow - pyramid of needs

American psychologist Abraham Maslow spent his entire life trying to prove the fact that people are constantly in the process of self-actualization. By this term he meant a person’s desire for self-development and constant realization of internal potential. Self-actualization is the highest level among the needs that make up several levels in the human psyche. This hierarchy, described by Maslow in the 50s of the 20th century, was called the “Theory of Motivation” or, as it is commonly called now, the pyramid of needs. Maslow's theory, that is, the pyramid of needs has a step structure. The American psychologist himself explained this increase in needs by saying that a person will not be able to experience higher-level needs until he satisfies the basic and more primitive ones. Let's take a closer look at what this hierarchy is.

Classification of needs

Maslow's pyramid of human needs is based on the thesis that human behavior is determined by basic needs, which can be arranged in the form of steps, depending on the significance and urgency of their satisfaction for a person. Let's look at them starting from the lowest.

1. First stage - physiological needs. A person who is not rich and does not have many of the benefits of civilization, according to Maslow’s theory, will experience needs, first of all, of a physiological nature. Agree, if you choose between lack of respect and hunger, first of all you will satisfy your hunger. Physiological needs also include thirst, the need for sleep and oxygen, and sexual desire.
2. Second stage - need for security. Infants are a good example here. Not yet having a psyche, babies at the biological level, after satisfying thirst and hunger, seek protection and calm down only by feeling the warmth of their mother nearby. The same thing happens in adulthood. In healthy people, the need for security manifests itself in a mild form. For example, in the desire to have social guarantees in employment.
3. Third stage - the need for love and belonging. In Maslow's pyramid of human needs, after satisfying physiological and security needs, a person craves the warmth of friendships, family or love relationships. The goal of finding a social group that will satisfy these needs is the most important and significant task for a person. The desire to overcome the feeling of loneliness, according to Maslow, became a prerequisite for the emergence of all kinds of interest groups and clubs. Loneliness contributes to social maladaptation of a person and the occurrence of serious mental illnesses.
4. Fourth stage - need for recognition. Every person needs society to evaluate his or her merits. Maslow's need for recognition is divided into a person's desire for achievement and reputation. It is by achieving something in life and earning recognition and reputation that a person becomes confident in himself and his abilities. Failure to satisfy this need, as a rule, leads to weakness, depression, and a feeling of despondency, which can lead to irreversible consequences.
5. Fifth stage - the need for self-actualization (aka self-realization). According to Maslow's theory, this need is the highest in the hierarchy. A person feels the need for improvement only after satisfying all lower-level needs.

These five points contain the entire pyramid, that is, Maslow’s hierarchy of needs. As the creator of the theory of motivation himself noted, these stages are not as stable as they seem. There are people whose order of needs is an exception to the rules of the pyramid. For example, for some, self-affirmation is more important than love and relationships. Look at careerists and you will see how common such a case is.

Maslow's pyramid of needs has been challenged by many scientists. And the point here is not only the instability of the hierarchy created by the psychologist. In unusual situations, for example during war or in extreme poverty, people managed to create great works and perform heroic deeds. Thus, Maslow tried to prove that even without satisfying their basic and fundamental needs, people realized their potential. The American psychologist responded to all such attacks with only one phrase: “Ask these people if they were happy.”

Renowned humanistic psychologist Abraham Maslow developed the concept of human needs. In 1954, he introduced it in his study “Motivation and Personality.” According to Maslow, all needs are arranged in the form of a pyramid - from simple at the base to complex at the top. The scientist hypothesized that each of them is innate and prevails at one time or another in life.

So, the pyramid includes 5 steps:

• The need to satisfy physical, natural needs: water, food, sleep, etc.
• Security: ensuring order, safety of life, stability, avoiding stressful situations, avoiding fear
• The desire to be loved and to love - creating a family, strong friendships, your close circle of friends
• Respect and recognition: self-acceptance, respect from others, approval of merit. Certain status, outside attention, reputation
• Self-actualization is the need to succeed in what you are good at, what you have abilities and talents for.

Later, Maslow also identified needs at separate levels: for cognition and aesthetic pleasure.

Let's move on to consider each stage in more detail.

Five steps

First level: physiological needs

Every person, like any other living organism, is inherent in nature to experience the need for food, water and other natural needs. Without their satisfaction, the individual will die, he will have no chance to develop. Let’s say that if he is tormented by thirst, then he will not be able to continue reading even the most fascinating book, or indulge in the enjoyment of beautiful views. Without proper sleep and stable breathing, a person will never cope with any serious activity or work.

Second level: security needs

Occurs when the first level is completed. For example, a newborn, not yet aware of himself, nevertheless, after receiving the necessary nutrition, strives to feel protected. Only a mother can satisfy this need and give the child a sense of security.

As an adult, an individual avoids situations related to his fears, goes to the doctor when he feels a threat to his health, uses life insurance services, and puts strong locks on the front doors of his houses and alarms. With all his might he protects himself from dangers - real and possible.

Third level: need for love

This group can be called social. A person wants to be understood and share his experience, feelings with others, take care of someone, belong to a company. In other words, everyone wants to love and be loved. In society, this manifests itself in the fact that a person feels needed, involved in something important. Which stimulates her to communicate, make new acquaintances or maintain and strengthen old relationships.

Level four: need for recognition

When an individual feels useful in society, joins a social group or creates a family, or makes friends, he strives to receive recognition and respect from them. A person wants to achieve a certain status. Receive approval from others for your merits, talents or actions. To be deservedly appreciated in your social circle and beyond. Satisfying this need directly affects self-esteem and individual confidence.

For example, a newcomer to an established team rarely shows activity, but if (and only in this case) he is accepted complacently, he feels like “he belongs,” then he strives to be harder and more diligent in his work in order to earn the approval of his colleagues and keep up.

Fifth level: self-actualization

It is considered the last and pinnacle of human development. It is where the spiritual aspirations of the individual are realized. A person not only does his job, but finds creative elements in it; he no longer performs, but creates something of his own. In addition, he actively attends cultural events, feels the need for them and, accordingly, is necessary. Supports the development of your talent. Such a person seeks answers to questions about the meaning of existence, explores the world around him in order to improve it, and forms his own special worldview. There is a multifaceted, comprehensive development of personality.

Maslow believed that it is impossible to jump from one level to another until some need at the lower level is satisfied. Then the next one will appear on its own. The scientist noted that when realizing simpler desires, an individual will always strive for higher ones. But he himself added a remark, according to which a person can experience much more desires for self-realization than for love. And most of the inhabitants are completely satisfied with only the first levels. The psychologist assumed that these deviations from the pyramid of needs are caused by a neurotic state, or occur due to constant unfavorable conditions surrounding the person.

A little criticism of the theory

The concept of needs certainly has a logical basis. But there were many psychologists who were critical of Maslow’s pyramid. They emphasized that the need is relevant depending on the specific circumstances, and not the level of development of the subject.

Indeed, for example, a well-fed individual will not take a piece of bread. But an introverted person or just a tired person does not want to communicate and seek someone’s favor. Not everyone wants to achieve high status, change their habits or adjust their behavior if they do not feel the need for recognition. But at the same time, a person can be occupied with questions of existence and the universe.

How to use the concept in life?

Maslow's pyramid is clearly structured, but most researchers agree that it is not always practical or easy to apply it in life. Things can go to extremes. The question will arise: is a person so hopeless in conditions of malnutrition? Or an insomniac? Are such people really not capable of creating or thinking about something lofty? Statistics may confirm Maslow's conclusions, but isolated cases may refute them. For example, a person unrequitedly in love is capable of doing unthinkable things in order to achieve reciprocity. And a prisoner, despite all his deprivations, will suddenly begin to read books or do creative work in order to preserve his sanity.

There are known cases when brilliant masterpieces were created by writers and artists who lived in absolute poverty, oblivion, and loneliness. Or mass examples from the war period, when soldiers or partisans, exhausted by hunger and climatic conditions, carried out their activities for the sake of a common victory, fought, following high ideals.

Application in marketing

The activities of a marketer are aimed at satisfying the needs of their customers. It is not surprising that they tried to adapt Maslow's theory to their needs, although it clearly did not imply that. Marketing researchers have failed to apply the psychological concept to sales relationships and have been quick to declare it invalid, outdated, and absurd.

In fact, the theory of needs is sometimes used by teachers and psychologists in their activities. They say that Maslow's concept is aimed primarily at:

1. People's awareness that in addition to satisfying physical needs, as well as entertainment purposes, they have the opportunity to develop their interests in other areas of life. Expand your horizons and the like.
2. In a pedagogical sense, mastering a simple principle of how any learning is structured: until you explain the material, the rule of life using examples accessible to the child, you will not get stable results and awaken interest in something more sublime.
3. Recognition that self-actualization is the highest value for a person, but it is not at all leading for the development of his personality.

Advantages and disadvantages

So, it's time to sum up.

Maslow not only issued a classification of needs, but depicted them in a clearly subordinate hierarchy, which is not entirely legitimate. Although he correctly determined that they are basic, based on instincts, and spiritual, higher. A person experiences all the levels presented in his pyramid, but the satisfaction of some does not always lead to the appearance of others, as in the opposite case. A person can focus on a need that is above the basic level. This is typical for any level.

A person strives to know himself and his desires, to choose his priorities correctly, otherwise he will remain in a situation of dissatisfaction, dissatisfaction with himself.

Maslow believed that self-actualization is characteristic of only two percent of people. Which, in our opinion, is too small an indicator.

Our behavior is usually based on aspirations. In order to develop harmoniously, a person must take into account the needs related to the different stages of Maslow's pyramid.

(“pyramid” by A. Maslow) – a theory of motivation, according to which all the needs of an individual can be placed in a “pyramid” as follows: at the base of the “pyramid” are the most important human needs, without which the biological existence of a person is impossible, at the higher levels of the “pyramid” are the needs that characterize a person as a social being and as an individual.

brief information on the term

A. Maslow's hierarchy of needs is one of the most famous theories of the content of motivation and is based on the results of numerous psychological studies. Needs are considered as the conscious absence of something that causes an urge to action. Needs are divided into primary, characterizing a person as a biological organism, and cultural or higher, characterizing a person as a social being and personality.

According to A. Maslow’s theory, the first level needs are physiological(the need for food, rest, warmth, etc.) - are innate and inherent in all people. And the needs of higher levels of the “pyramid” can appear only if a certain level of satisfaction of the needs of the previous level is achieved.

So, need for security, protection and order arises if a person’s physiological needs are satisfied by at least 85%.

Social needs (friendship, respect, approval, recognition, love) arise when the need for security is satisfied by 70%.

Social needs must also be satisfied by 70% in order for a person to develop need for self-esteem, which implies the achievement of a certain social status and freedom of action.

When the need for self-esteem is satisfied by 60%, the person begins to experience need for self-actualization, self-expression, realization of one’s creative potential. This last need is the most difficult to satisfy, and even when a person reaches a 40% level of self-actualization, he feels happy, but only 1–4% of the Earth’s population reaches this level.

From the point of view of personnel management and the implementation of a labor motivation system, it is extremely important to achieve the necessary level of satisfaction of physiological, social and safety needs, so that the employee has a need for self-expression, as well as to create conditions for its implementation at a given enterprise.

Publications

Brandin V.A. Personnel as an interested party in the enterprise management system
The role of personnel in the efficiency of the enterprise is considered. Personnel motivation is considered as one of the main components of management.

Motivation and reward
A selection of materials on motivation and material incentives for staff work.

Gromova D. Personnel motivation in the conditions of crisis management and restructuring
Approaches to personnel motivation at OJSC “Volgograd Tractor Plant” at various stages (anti-crisis management, restructuring, implementation of reforms) of the activity of this enterprise are considered.

Volgina O.N. Features and mechanisms of labor motivation in financial and credit organizations
Both existing principles and new approaches to strengthening labor motivation and the most effective use of the potential of employees of financial and credit organizations (using the example of a commercial bank) are reviewed and analyzed.

In today's publication I decided to combine the well-known Maslow's pyramid and personal finance. I will project Maslow’s hierarchy of human needs onto the financial sphere, tell you what financial aspects and characteristics correspond to each of its stages, how to correctly build your financial pyramid of needs and why. I think it should be interesting, and most importantly, useful.

So, if anyone still doesn’t know what Maslow’s pyramid is in general, then I’ll briefly remind you. This is a stepwise representation of human needs in a hierarchy: from lower to higher, which was developed and proven by the American psychologist Abraham Maslow. Schematically, Maslow's pyramid is depicted as follows:

According to Maslow's theory, the hierarchy of human needs is as follows:

1. The first level (lower) is physiological needs.
2. The second level is security needs.
3. The third level is the need for communication, involvement in society, social groups.
4. The fourth level is the need for respect and social recognition.
5. The fifth level (highest) is the need for self-realization.

Maslow proved that in the vast majority of cases a person satisfies his needs in this order, adhering to this hierarchy. That is, for example, until his physical needs are satisfied, he does not think about safety, until he is safe, he does not think about belonging to society, etc. Although, in some cases, as with any rule, there may be exceptions, but in general this is the case.

How to project all this onto personal finances? Very simple! Any of the steps of Maslow’s pyramid depends to one degree or another on, and often this dependence is generally almost one hundred percent. Let's take a closer look.

To satisfy his physiological needs, a person needs money. For money, he buys food, water, clothing, housing (own or rented). Please note that this is the lowest need, without satisfying which it is impossible to think about satisfying the next needs in the hierarchy. Therefore, initially, the first person should direct his financial resources here is to sufficiently and adequately satisfy physiological needs. Otherwise, he simply will not be able to fully satisfy higher needs.

Next in Maslow's pyramid are safety needs. How does personal finance fit into this? Everything is also simple: in order to feel safe, a person in the modern world must have some kind of financial reserve. Because if he doesn’t exist, then under any force majeure he will not be able to find the necessary money and will find himself in a financial hole, which means that even the satisfaction of lower physiological needs will be at risk. Therefore, following Maslow's hierarchy of needs, secondly, a person should take care of creating financial and financial needs in order to feel relatively safe.

The next level of Maslow's pyramid is involvement in society, friendship, love, family. Is personal finance necessary here? Yes, we need them too! A person’s social circle very closely depends on his financial condition. And the higher and better it is, the more the path opens to satisfying the subsequent, higher steps of the pyramid. Is it possible to build a relationship, a family, without money? Even if yes, in some cases, it will most likely be a short-lived relationship. Because money still plays a very important role in the family. I once wrote an article and described this relationship. Thus, when a person’s financial condition allows him to satisfy his physiological and security needs, he begins to “invest” finances in building relationships with society, relationships, and creating a family.

When these needs are satisfied, a person has a need for respect and recognition from society. In other words - in your activity of any kind - work, business, hobby, etc. Is personal finance necessary here? Undoubtedly! Any field of activity requires some kind of financial participation, without money you can’t go anywhere. But a person should think about this only when his lower needs in Maslow’s pyramid are satisfied.

And finally, the highest level of the pyramid is the need for self-realization. This is the acquisition of new aesthetic needs, the creation of a favorable environment for oneself, new and new successes, achievements, strengthening of moral qualities. All this can be combined into two words: personal growth. Is there a connection between personal growth and personal finance? Yes, it does too. All this requires financial costs to varying degrees. And a person begins to spend money in this direction when all the previous steps of Maslow’s pyramid have already been fully satisfied.

Why did I even make this comparison: Maslow’s pyramid and personal finance? So that now you look around, and perhaps at yourself, and see that many people live, let’s say, incorrectly financially (this example is just one of the few that point to this).

What is this “wrongness”? The fact is that they mistakenly prioritize their list of needs and often “jump over the steps” of Maslow’s pyramid. That is, they strive to satisfy the highest needs (and, in a very dubious manner), at a time when their lowest ones are not even satisfied.

To make it clear, I will give a few examples.

Example 1. A person earns very little, he does not have enough money to eat well and buy quality clothes, he does not have his own home (lower physiological needs), and at the same time he buys the latest model iPhone, most likely also on credit (seeks to satisfy the need for respect and public recognition - you have an iPhone, which means it’s cool).

Example 2. Young people do not have a stable and good income, do not have housing or even the ability to rent it (physiological needs), do not have any financial assets (security needs), and at the same time start a family (social needs).

Example 3. A person who does not have a “penny to his name,” family, friends, work, income, public recognition (the 4 lowest steps of Maslow’s pyramid), dreams of becoming, say, a pop star, a great artist or poet (the highest level is self-realization).

I think it will be clearer with examples. Of course, I repeat that there are exceptions to any rule. And perhaps for someone who has similarly violated or is violating the hierarchy of needs of Maslow’s pyramid, everything will turn out well. But these are isolated exceptions that you shouldn’t count on too much.

Therefore, in conclusion, I urge everyone to adequately assess their needs and capabilities, follow the hierarchy proven by scientists and develop as nature intended. This is exactly what Maslow's pyramid represents. Therefore, learn to correctly see and understand your needs, and direct your personal finances to meet these needs thoughtfully and in order of priority, and not spontaneously and chaotically. Then you will have complete order in both self-development and finances.

In turn, the site will always help develop your financial literacy. Stay with us and stay tuned for updates. See you in other posts!