Graduation Year


Date of Submission


Document Type

Open Access Senior Thesis

Degree Name

Bachelor of Arts



Reader 1

Ronald Riggio

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It takes a very specific type of person to be successful in sales; this makes recruiting and retaining effective employees a difficult task for companies in this field. Because finding and training these people is such a challenging task, it is in the best interest of companies to invest in training and developing their employees to be successful and avoid burning out. Bass and Riggio (2006) would note that in a field with such a high burnout rate, a transformational sales leader is important because they are generally able to build stronger follower loyalty, commitment, and satisfaction than their non-transformational counterparts. Northouse (2013) would say the situation present in a sales office calls for the main components of transformational leadership (Transactional Leadership plus “the four I’s”). The “Four I’s” of transformational leadership are Idealized Influence, Inspirational Motivation, Intellectual Stimulation, and Individualized Consideration. This paper will analyze the leadership techniques used in managing groups of these sales individuals; particularly, why transformational leadership is especially effective in this environment.