Sales Force Motivation and Performance of Pabod Breweries, Port Harcourt, Rivers State, Nigeria

Abstract

This study examined the relationship between sales force motivation and performance of Pabod Breweries, Port Harcourt, Rivers State, Nigeria. Descriptive survey research design was used and questionnaire served as the instrument of data collection. The population of the study covers the entire sales staff in sales/marketing department of the organization under study. Data collected were analyzed using mean statistics. Pearson product moment correlation coefficient, with the help of SPSS 23.0 and Microsoft Excel software, were used to test the hypotheses. The findings revealed that there is significant relationship between push money offer and sales volume, sales force, capacity building (i.e. sales force training) enhances customer retention, push money offer has significantly relates with customer retention and there is significant relationship between sales force capacity building and sales volume.  The study concludes that the effectiveness of sales force in performing their functions depends on the extent to which the sales representatives are motivated through push money offer and capacity building. It was therefore recommended that push money offer and bonus as a motivational factor should be highly considered for sales staff. Also, sales force capacity building and team building activities which are energetic approach to work should be encouraged in manufacturing companies in Nigeria.