Force de vente et performance commerciale de l’entreprise : cas de la Société anonyme des brasseries du cameroun (Sabc)

Abstract

The sales force is an absolute necessity for improving the commercial results for any company. Good management of the sales force necessarily enables it to be efficient. However, in the Cameroonian context, most salespeople do not validly represent their respective companies, which leads us to believe that they are not managed or when they are badly managed, hence their difficulties in achieving the expected results. The main objective of this research is to check the impact of the sales force on the commercial performance of the Société Anonyme des Brasseries du Cameroun (SABC). To achieve this, data is collected by means of a questionnaire survey administered to 91 salespeople in the city of Yaoundé. Our sample consists of carrier-delivery person and hostesses. Thanks to the hypothetical deductible approach, ACP and ANOVA analysis techniques, it appears that the training of the Sales Force (FDV) has a statistically significant influence on the SABC market shares as well as the remuneration of the FDV on turnover at the SABC. The concern to optimize the performance of the FDV requires that the SABC strengthen both its training programs and its remuneration system.