Britain's first professional association for people working in the sales industry has been launched in Bradford.

The Association of Sales Professionals has been set up by Louis Pinder, of the Little Germany-based Sales Recruitment Centre.

He has recently returned to the district from Australia where he was a member of a similar association.

Now he and John Sweeney, Colin Watson and Nikki Bennett, who work in the sales industry in the district, have decided to bring the concept to Britain.

The new association meets once a week over breakfast at the Midland Hotel in Forster Square, Bradford, between 7.30am and 8.45am. And it has already attracted a host of top speakers.

Today Mr Pinder said he hoped the new group would help boost business in Bradford by providing people working in the sector with new skills and confidence.

He said the sales profession was in need of such an organisation to allow individuals to share best practice. But it is thought the Bradford group is the first of its kind in Europe.

"I think the sales industry can be greatly misunderstood and the idea of this association is to help sales people with any problems which they might have," he said.

"It can be difficult for sales people - they often need support - and if we can get together and help each other out, then that benefits us all." The not-for-profit association aims to attract individuals from across the industry, from shop workers to top-level sales executives.

If the idea takes off in Bradford, it could be extended around the country.

Mr Pinder said the concept had already won support from Bradford Chamber of Commerce and Business Link for West Yorkshire.

The group's next meeting takes place at the Midland Hotel on Tuesday and is focused on skills.

For more information, call Nikki Bennett on (01274) 737333.