This study focused on the effect of sales representatives training and motivation on sales performance of service marketing firms in Calabar, Cross River State, Nigeria using Premium Pension Limited, Calabar, Guaranty Trust Bank, Calabar and First Bank, Calabar. The study measured the effect of training (on-the-job and off-the-job) and motivation (monetary and non monetary) on sales performance of service marketing firms in Calabar. The study adopted survey research design and a simple random sample of 24 respondents were used for the study. Four hypotheses were formulated for this study and the statistical significant of variables were tested using simple regression analysis. The findings of the study revealed that training (on-the-job: job rotation, coaching/mentoring, and off-the-job: lectures, seminars/conferences, sales demonstration) and motivation (monetary: salary, bonuses, commissions and non-monetary: promotion, recognition of sales representatives effort and job appraisal) had significant effect on sales performance of service marketing firms. Based on the findings of the study, it was recommended that management should take training of its sales representatives as a priority, that different platform for training should be put in place to equip the sales representatives with adequate knowledge and how to represent the firm in the market. Also, that payment of salaries and other monetary reward due for the sales representatives should be paid as at when due. That non-monetary reward like recognition, promotion, and job appraisal should be given due consideration and both monetary and non-monetary reward should be properly integrated.

KEY WORDS: Sales representatives, training, motivation, sales performance, service marketing firms.