International Journal in Management and Social Science Volume 6 Issue 08, August 2018 ISSN: 2321-1784 Impact Factor: 6.178 Journal Homepage: http://ijmr.net.in, Email: irjmss@gmail.com Double-Blind Peer Reviewed Refereed Open Access International Journal 24 International Journal in Management and Social Science http://ijmr.net.in, Email: irjmss@gmail.com THE RELEVANCE OF MOTIVATING AN ORGANIZATION’S SALES FORCE A STUDY OF FIDELITY BANK, GHANA- WEST AFRICA. Dr.Bright Nyamekye Lecturer, All Nations University Koforidua-Ghana, West Africa & Dr.AdilAbdulsalamAshhoobAbdulsalam Assistant Professor, Sebha University Sabha, Libya ABSTRACT Thetriumph of any selling organisation depends predominantly upon the ability and enthusiasm of the sales people to work for the achievement of the expected sales target. These days, the ability of a business organisation to gain the commitment and retention of its sales force has a greater connotation on the accomplishment of its marketing goals and objectives. No organisation in today‟s competitive world can pe rform at pinnacle levels except its salesmen remain with the organisation and are committed to work as effective members towards thebusiness‟success. Motivating salespeople will push help them to fruitfully close the deal with potential customers by obtaining a purchase commitment of the business‟ products from them.The exit of the sales-force from the organisation can have anearth-shaking effect on the execution of business plans and may eventually cause a decline in business performance. Thus, a thoroughly motivated sales force is able to achieve greater selling efficiency in the line of higher sales volumes.Hence, this study explores and analyses how motivation, as a driving force can help gain the commitment and retention of the sales force and how sales managers can get maximum output from them. The study aims to identify the connectivity between factors affecting motivation of the sales-force and their commitment to sales targets. Data was drawn from a series of in-depth interviews and structured questionnaires distributed to salesmen and senior executives of Fidelity Bank in Ghana. The results confirm that motivation enhances the working spirit of the sales-force, improves their efficiency and performance and keeps the sales force happy. Considering the major findings from the research, it was concluded that management put in place structures that will bring about an improvement in the motivation of its sales-force in order to create prospective customers‟ desire for their products and other financial services. Keywords: Sales-force, Motivation, Commitment and Retention, Sales targets, Business performance.