EFFECTIVE SALES FORCE MOTIVATION AS A MEANS OF ACHIEVING INCREASED MARKET SHARE IN A COMPETITIVE INDUSTRY. (A CASE STUDY OF NIGERIA BOTTLING COMPANY PLC, OWERRI)

ABSTRACT
The major purpose of this study is to determine the effectiveness of sales force motivation as a means of achieving increased market share in competitive industry using NBC Owerri as a case study.
The objective which the researcher intended to achieve were as follows, to appraise the current sales force motivational programme of the NBC, to identify if there are defects in the current sales for motivational programme of NBC, to identify the problems that militates against effectiveness motivation strategies of the NBC etc. The researcher also revealed on several topics in chapter two relating to sales force motivation and some of this topic were as follows.
The meaning of sales force motivation, the importance of sales force motivation, difficulties management encountered in determining the right motivational mix, selecting effective combination of motivational tool etc. in order to achieve the intended objectives. In carrying out this work, relevant data were collected from the respondents through survey research (questionnaire) The response from the respondents was analyzed using simple table and percentage and at the end hypothesis were tested to prove or disprove the hypothesis stated in chapter one. Finally, from the responses collected from the respondents, the researcher presented her findings, conclusion and recommendations.

1.0. INTRODUCTION:
A brief review of the trend of sales force motivation campaign in Nigeria with help us to know place in proper perspective the critical and analytical position of it’s effectiveness activities of Nigeria bottling in Nigeria in several and Imo State in particular. Sales force is an activity other than personal selling advertising and publicity designed to stimulate sales and deals effectiveness which may take the form exhibitions and various non-recurrent effort not in the ordinary routine.

1.1. BACKGROUND OF THE STUDY:
A major challenge facing managers in any formal selling as they strive to achieve organizational goals to get the sales forces in the organizational work towards the realization of the corporate goal. Sales force training plays a vital role here because it help in improving the performance of sale force by providing them the relevant skills and knowledge required to carry out their activities even when the sales men have been drafted to the field, it is still the responsibility of the management to continiously monitor their performance through evaluation for the purpose of training them where they are found not performing.
NEBO (2006) sales force training can therefore be defined as the effort put forth by an employer to provide the opportunity for the sales person to receive job related culture, skills, knowledge and attitude that result in improved performance in the selling environment.

The strategic importance of sale to agent of survival and growth of organization makes it necessary that salesperson should be adequately trained in order to perform their duties efficiently
Also the complex nature of today’s selling environment makes it necessary that the sale steam be adequately trained. Today’s selling environment is characterized by fact changing taste of the customers. Complex and sophisticated customers and complexities of certain type of products. The characteristics that are prevailing in the contemporary selling environment market it necessary that sales people adequate trained to enables them cope with these factors.
Another is based on the fact that today’s selling job requires a lot of writing because of management reliance on sales report as major of management intelligent. It is therefore necessary that management should train the sales team on the act of report writing, information searching and research techniques.