EFFECT OF SALESFORCE TRAINING ON PERFORMANCE OF SALESMEN (A STUDY OF GUINNESS NIGERIA PLC, LAGOS STATE)

The study investigated the effect of salesforce training on performance of salesmen at Guinness Nigeria Plc, Lagos State. It focuses on both on-the-job and off-the-job training, identifying challenges and exploring the methods and stages involved. The study adopted a descriptive survey design, using simple random sampling to select a sample size of 392 respondents, consisting of salesmen and management staff. Data were collected using structured questionnaires, achieving a response rate of 63.8%, which provided reliable insights for analysis, data was analyzed using Chi-square. The results showed that on-the-job training significantly enhances performance by providing practical learning opportunities. However, challenges such as logistical constraints and resource limitations reduce the effectiveness of off-the-job training. The study emphasized the need for continuous improvements to sustain high performance in a dynamic business environment. It was recommended that organizations should invest more in practical, role-based learning, improve scheduling and resourcing of off-the-job programs, adopt hybrid training models, and frequent program assessments to align with business goals. The study also emphasizes the importance of fostering a culture of continuous learning, where employees are encouraged and rewarded for active participation in skill development activities.