The study focused on the effect of motivational strategies on sales force performance of Nigerian Bottling Company plc, Aba, Abia state, Nigeria. The objectives of the study were to examine the effect of Goal-setting on sales growth of Nigerian Bottling company plc, Aba, Abia state and ascertain the effect of empowerment on competitive advantage of Nigerian Bottling company plc, Aba, Abia state. The study adopted survey research design. The population of the study was 370 management and administrative staff of Nigerian Bottling company plc. A sample size of 192 (one hundred and ninety-two) was drawn from the population using Taro yamane statistical formula. Two hypotheses were formulated and tested with Simple Linear Regression model.. The major findings in the study showed that there is a significant effect of goal-setting on sales growth of the industrial firm and there is also a significant effect of empowerment on competitive advantage of the industrial firm respectively. Hence, we concluded that clarifying the role expectations for salespeople by individualizing achievement plans and providing a continuous flow of helpful information are important. We, therefore, recommended that Nigerian Bottling Company plc should embark on constant evaluation and reevaluation of their motivational policies and strategies so as to be in conformity with the changing nature of the marketing environment to serve customers more effectively and efficiently; Training programmes should be organized regularly for implementers of motivational strategies to enable them understand the needs and wants of customers so as to learn those orientations for satisfying them more efficiently and profitably, among others.
Keywords: Motivation, Sales-force performance, goal-setting and empowerment., motivational strategy
