SALES FORCE MOTIVATION: A MEANS OF ACHIEVING SUSTAINED GROWTH AND INCREASED MARKET SHARE

Abstract

This study investigated sales force motivation: a means for achieving sustained growth and increase market share in SMEs. Data were primarily sourced through the administration of one hundred and seventy-one (171) questionnaire out of which one hundred and seventy (170) were found usable for the empirical analysis. The descriptive (frequency, mean and percentage) and inferential statistics (regression) were adopted for the study’s analysis. Specifically, the regression analysis revealed that: there is a relationship between the implementation of rewards and bonuses and the sustained growth and increased market share among SMEs; training programs is not significantly associated with the enhancement of sustained growth and increased market share in SMEs; compensation and benefits package does not significantly influence the sustained growth and market share of SMEs; and recognition of sales force employees is not significantly related with achieving sustained growth and increased market share in SMEs. Based on these findings, it was recommended that: rewards and bonuses should be strategically designed to align with key performance indicators that directly contribute to business growth and market expansion; instead of generic training programs, SMEs should focus on targeted development initiatives that address specific skills and knowledge gaps within their sales teams; there is need for SMEs to explore more intrinsic motivational strategies beyond standard financial incentives; and SMEs should consider implementing more personalized and frequent recognition strategies that resonate more deeply with individual employees.