IntroductionSalespeople are often internally motivated and motivated (Srivastava and Rangarajan, 2008) and are increasingly becoming consultants who sell value-added services (Smith and Rupp, 2003). Today, more and more industrial companies employ sales engineers (SEs) and therefore represent an emerging class of sales knowledge workers (Darr, 2002). I will first discuss my experience at Festo, before briefly touching on some related motivation theories. Was there a gap between theory and business as I knew it? If so, I will try to identify it and explain why Festo's incentives failed with me. Finally, I will suggest how Festo should have motivated its SE, based on the theory discussed. What is an OS? Although I studied engineering, I mainly worked as a salesman. So, I can ask: what is an SE? A salesperson with solid technical knowledge in the field they are selling. Furthermore, an ES could be defined as a technical-consulting salesperson or knowledge worker (Darr, 2002). These ideas somewhat expand Lidstone's (1995) definition of a technical salesperson: someone who sells industrial products, equipment, or highly engineered components, emphasizes technical know-how, but often worries about technical details and tends to forget his know-how. /his job is to sell.SE at FestoFesto Argentina had approximately 20 SEs (2007) throughout the country (out of a staff of 120), half of which were more than 400 miles from the head office. Needless to mention, each SE had a different emotional background (psychological characteristics), engineering field (industrial, electronics, mechanics) and socio-economic status (some married, others young and single; middle-aged, well-off, working class, etc........ middle of article....../2010].Pritchard, R. and Ashwood, E. (2008). diagnosing and improving motivation New York: Taylor &. Francis Group, LLC Smith, A. and Rupp, W. (2003). Intelligence, 21/3, pp.156-167. Compensating and Motivating Salespeople. New York: American Management Association. “feedback-satisfaction” from sellers: what role do work perceptions play? Journal of Business & Industrial Marketing, 23/3, pp. 151-160. Steers, R. and Porter, L. (1987). Motivation and behavior at work, 4th edition. New York: McGraw-Hill Inc. Stewart, G. (1994). Successful Sales Management, 3rd Edition. London: Pitman Publishing.