Effect of Motivational Strategies On Sales Force Performance in The Publishing Industry in Anambra State.

Abstract

The main objective of this study is to assess the effects of motivational strategies on sales force performance in the publishing industry: a study of select firms in the south-east. To achieve this, a survey research design was initiated and was based on a sample size of 83 sales people drawn from the publishing companies in southeast Nigeria. Questionnaire was used for data collection and data collected was analysed using multiple OLS regression. Before the regressions, factor analysis was used for reliability analysis and to check for the unidimensionality of the construct since the constructs used in the study were measured with multiple items. Four variables were used as the independent variables of which two: financial incentives, and meeting with managers were found to be statistically significant at .05 while the other two: participation in setting sales quotas and sales training were not significant .05. Based on these findings it was recommended among others that Management of publishing companies in the southeast should concentrate more on providing financial incentives to their Salesforce as this is a very strong construct that has very high impact on the Salesforce performance. This is necessary as it offers security to the personnel and gives them assurances of security and stability of income. The financial incentives must have a good blend/mix of direct pay or salary plus bonus to be truly motivating and to enhance Salesforce performance. Meeting with managers and the sales people is another construct that has significant and positive influence on Salesforce performance. These meetings were highly regarded by sales managers in the motivation of their sales teams.