Purpose: Motivated salespeople tend to perform better, meet targets, and contribute positively to the organization’s bottom line. Researchers have extensively explored this area to uncover insights that can inform more effective motivational practices. However, the existing literature lacks a comprehensive review that synthesizes previous research findings.

Design/Methodology/Approach: This study involves asystematic literature review of research on salespeople’s motivation using the TCCM framework. We analyzed 186 articles covering salespeople motivation over the past five decades. Through this analysis, we provide a comprehensive summary of existing literature and outline a future research agenda.

Findings: We identify opportunities for advancing the field, urging researchers to leverage theories like job-demand resource theory, self-compassion theory, social identity theory, and social learning theory. This exploration aims to comprehend the development of salespeople motivation and its influence on performance, attitudes, behaviors, organizational impact, and consumer behavior. Additionally, we encourage researchers to enhance their research designs, adopt multilevel approaches, and consider contexts such as AI and technology, career management, sales job transition, and geo-cultural factors for a more meaningful understanding of salespeople motivation in the future.

Originality/Value: This study provides the first comprehensive synthesis of five decades of research on salespeople motivation. It integrates fragmented findings to present a clear overview of key themes, theories, and trends. By identifying gaps and future research directions, the study advances understanding of what drives salespeople motivation. The insights offer valuable guidance for scholars and practitioners aiming to enhance sales performance.