I wouldn't define that as "soft" motivation vs money. I agree that money is important, but you'll never retain great performers just by paying them more than your competitors. It is often necessary, but not enough. I agree with Uspeh, good professionals don't work just for money, what they want is satisfaction which means new challenges, recognition, personal values, etc. And our job as HR is to develop and impement retantion and motivation programs based on these needs.
A agree that sales people are often more focused on money than back-office. But for them money and deals are the indicators of their success as professionals. So, it might be not money itself what really motivates them.
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