Motivation factors that force a sales training programme and the experience within the brewing industry

After slumping sales in the 1950s, the brewing industry experienced three great decades. The recovery happened because the new generation of brewers, distributors and retailers woke up to the challenge of the time. During the 1990s and into the millennium it is yet again time to face new challenges in the industry. Although innovation in products is vital, a second area where brewers need to show innovation and take action is in customer service, and the development of training for the salesforce. Looks at motivational themes and evaluates research that help mould proposed training programmes.