engleski

Developing Selling Function in Croatian Banks: A Conceptual Framework

With increased competition and the high rate of new product introduction, the selling function has become central to competitive success in financial services markets in general, and banking services in particular. As selling is taking on added importance, the management of that function is coming under tighter scrutiny. In the past, “ money intermediation” was the mainstay of Croatian banking industry and, in a seller’ s market for credit-related services, sales management had a limited role to play. Today, the worldwide deregulation of banking and the arrival of innovative fee-based services have helped to highlight the critical role a well-managed sales force can play in market performance. Despite the huge importance for overall business success, the job of managing a bank’ s sales force is still not properly understood, and sales management has not won yet its full “ legitimacy” in Croatian banking. In this article author’ s aim is to define the job of managing a bank’ s sales force. To this end, an conceptual framework, a model, is proposed in which the key elements of the sales management task are highlighted and their interrelationships shown.

selling; sales management; banks; transition; Croatia

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