This study sought to determine whether a relationship existed between individual salesperson's levels of goal-directed cognition and motivation and their professional success as determined by the percentage of sales goals achieved. Salespersons represented two companies with national sales forces: one from the financial services industry and one from the apparel manufacturing industry. Both groups of salespeople were responsible for complex selling tasks. The skill sets for these professionals included high levels of communication skills, extensive product knowledge, and competitive market knowledge. Survey research, both paper and pencil and online, was conducted using the Hope Scale developed by C. R. Snyder and associates (1991). Hope is defined as a two-dimensional construct of goal-directed thinking: resourcefulness, thoughtful planning to overcome obstacles to goals, and motivation, cognition to sustain momentum toward goal achievement. Theoretically, upon assessing salespersons' Hope scores, organizations would be better prepared to assist those with low Hope Scale Scores (HSS) in one of the two areas. Those with low resourcefulness scores could be trained in cognitive techniques to overcome obstacles to goal achievement. Those with low motivational scores would be identified for further analysis, from a developmental perspective, to better determine what personally initiates and sustains motivation to attain their goals (Snyder, 1991). This study affirmed two of three parts of the hope theory with regard to salespeople. High Hope scores showed significant correlations with high goal achievement, as did one of the subset scores, motivation. The resourcefulness subset score did not correlate significantly with high goal achievement, and also produced low reliability scores.
