With the increasing globalization of the insurance and financial services industry, the competition for consumers is intensifying. In this context, a focus on core competencies is considered an important tool for distinguishing oneself from competitors in the medium to long term. One of the most significant core competencies is the field sales organization, which is responsible for the distribution of financial services and customer support. The aim of the study is to identify ways to motivate general and main representatives of one of the largest German insurance companies to achieve higher performance. In a theoretical section, Axel Uhl highlights contradictions, commonalities, and interrelations among different motivation theories and develops a new motivation model for performance enhancement based on this analysis. He draws on Locke and Latham's high-performance cycle. The model is supplemented by the S.