Retaining Sales Associates in the Small Business Industry

The purpose of this multiple case study was to explore the managerial strategies that small businesses owners used to motivate and retain sales associates to increase profits. The study population included 4 small business owners in Texas who successfully implemented employee motivation and retention strategies. Data were collected from semistructured interviews, artifacts that included company websites and social media pages. The transformational leadership theory guided the study. Data were analyzed using Yin’s 5 steps of data analysis, including compiling data, disassembling data, reassembling data, interpreting data, and drawing conclusions. Three themes emerged from the data analysis: provide financial incentives, increase job satisfaction, and enhance job training. The findings showed that small business owners use the strategies to motivate and retain sales associates to increase business profits. This study’s results could contribute to positive social change by helping other small business owners implement motivation and retention strategies, which might enhance business sustainability. Business sustainability supports both local and state economies and fosters an optimum distribution of resources in the community.