Abstract

The West African pharmaceutical industry is a rapidly evolving sector marked by competitive pressure, regulatory complexity, and rising consumer expectations. Despite considerable growth, many pharmaceutical firms continue to struggle with suboptimal sales team performance due to skill gaps, inconsistent training, and a lack of strategic capacity-building frameworks. This paper presents a literature-based study proposing a comprehensive capacity building model tailored to the region’s contextual realities. Drawing on over 100 scholarly and industry-specific sources, the study examines factors influencing sales performance, assesses existing training methodologies, and synthesizes global best practices in workforce development. The result is a modular, scalable capacity building framework aligned with performance metrics, continuous learning, and organizational goals. This research aims to inform pharmaceutical stakeholders including managers, trainers, and policy makers on sustainable strategies for empowering sales personnel to excel in a highly regulated and competitive market.