ABSTRACT The study was set out to investigate the effect of sales training on sales performance in the hospitality industry. The study was guided by the following objectives; To determine the characteristics of a good sales training program in the hospitality industry, to determine the caliber of staff to be included in a sales training program and to establish the importance for sales training program in the hospitality industry. The study findings were that characteristics of a good sales training program should include personal selling technique, interpersonal communication skills, product and service knowledge, customer relations skills and negotiation skills. The caliber of staff to be trained should include production managers, business development managers, team leaders, food & beverage managers, communication officers, customer care and receptionists. The importance of sales training program is that it increases the selling techniques that will result in increase in sales performance. Constant training enables staff gain more skills to meet thE:ir targets. The study recommended that more emphasis should be put on the regular training of employees in every relevant sector of the hotel to have an impact on sales performance, through sales training the hotel staff can reach their targets efficiently, It is also recommended that a combination of training techniques be used, management should be keen on whom are to train the staff, identify areas that need new training to be more efficient and to-avail necessary resources when need for training arises.

TABLE OF CONTENTS 

DECLARATION .......................................................................................... i 

APPROVAL .................................................................................................... ii 

DEDICATION ................................................................................................ iii 

ACKNOWLEDGEMENT ........................................................................... iv 

TABLE OF CONTENTS .................................................................................... y 

ABSTRACT .................................................................................................. viii 

CHAPTER ONE ............................................................................................... 1 

1.0 Introduction ................................................................................................................... 1 

1.1 Background of the study ............................................................................................... 1 

1.2 Statement of Problem ................................................................................................... 2 

1.3 Objectives of the study ................................................................................................. 3 

1.4 Research Questions ....................................................................................................... 3 

1.5 Significance of the study ............................................................................................... 3 

1.7 Limitations of the study ................................................................................................. 4 

2.1 Theoretical orientation ................................................................................................. 6 

2.3 Research Gaps ............................................................................................................. 10 

2.4 Conceptualization ...................................................................................................... 10 

2.4.2 The personnel to be trained ..................................................................................... 10 

2.5 Operationalization ................................................................................ 12 

CHAPTER THREE ......................................................................................... 13 

Research Methodology ..................................................................................................... 13 

3.0 Introduction ................................................................................................................. 13 

3.1 Research Design .......................................................................................................... 13 

3.2 Target Population ........................................................................................................ 13 

3.3 Sampling Design .......................................................................................................... 14 

3.3.1 The Sampling Methods and Techniques .............................................................. !.4 

3.4 Data Collection ............................................................................................................ 14 

3.6 Ethical Issues ............................................................................................................... 16 

CHAPTER FOUR ........................................................................................... 17 

4.0 Introduction ................................................................................................................. 17 

4.1 Analysis of Questionnaire response ............................................................................ 17 

4.2 Personal Information .................................................................................................. 18 

4.2.1 Gender ...................................................................................................................... 18 

4.2.2. Age ................................................................................................... 19 

4.2.3 Department ....................................................................................... 20 

4.2.4 Length of service ................................................................................ 21 

4.2.5 Education level .................................................................................. 22 

4.3 Research Question One ........................................................................ 23 

4.3.1 Whether respondents had ever attended sales training organized by 

their hotel .................................................................................................. 23 

4.3.2 Contents of a sales training program ................................................. 24 

4.4 Research Question Two ........................................................................ 25 

4.4.1 Staff who should be trained ............................................................... 25 

4.4.2 Whether Sales Officers meet their sales targets ................................ 26 

4.4.3 Challenges to better sales performance ............................................ 27 

4.5 Research question Three ...................................................................... 27 

4.5.1 Importance of sales training .............................................................. 28 

4.5.2 Whether sales training can enable one meet his/her sales targets .... 29 

4.5.3 How often Hotels train their Sales officers ........................................ 30 

4.5.6 Sales training methods ...................................................................... 31 

4.5.7 Rating of sales training consultants ............................................. .-:' .... 31 

4.6 Comments on sales performance improvement in the hotel industry .. 32 

4.7 Summary of the Chapter ...................................................................... 33 

CHAPTER FIVE ............................................................................................. 34 

SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS ......... 34 

5.0 Introduction ................................................................................................................. 34 

5.1 Summary of the findings ............................................................................................. 34 

5.2 Conclusion ................................................................................................................... 36 

5.3 Recommendations ..................................................................................................... 36 

5.4 Suggestions for further Research .......................................................... 37 

REFERENCES ............................................................................................... 38