Sales Control Management in Banking and the Usefulness of Emerging

This paper aims to study the usefulness of technological tools in the strategic control of sales management in the banking sector. It aims to reveal what components to include that reflects the characteristics of the bank and its environment while designing a sales management control to ensure effective feedback and control.

Design/methodology/approach: 15 (Fifteen) out of 25 commercial banks in Romania were chosen which have 80% of the market share. A detailed survey was carried out with 36 sales managers and other senior managers. SPSS 26 was used to analyse the data. Pearson correlation and Spearman One were used to identify the correlation along with Mood's median test and the Mann-Whitney test. Statistical significance was checked by U-test.

Findings: The research found that, customer-centric banks should highly control behaviour of their salespeople and use sales tools that encourage self-control. This research confirmed that any bank that apply complex CRM systems should use behaviour control tool. It was also identified that rather than using a generic tool they should use a tool customised on basis of their organisational characteristics. The research also identified that for the banks those are operating in an unstable environment where competition, risks and costs are higher should ideally use tools with behaviour and professional control.

Originality/value: This is an original research and part of an assessed PhD study. No such study was done before in the context of the Romanian banking sector.