| dc.description.abstract | This study investigated strategic sales management models and financial performance in banks.
Various aspects of sales management models were highlighted and investigated including their
links to financial performance within banks. Other studies have identified strategic sales models
within the banking industry in Kenya and also in East Africa.
The study utilized a case study of Barclays bank of Kenya to be able to understand the use of
strategic sales management models, their impact, challenges and how they can be mitigated, and
the success factors in their implementation. One such challenge that was highlighted by the study
was performance swings, where the sales volumes would be unstable and even unpredictable.
Others include risks associated with fraud, operational and credit losses, mis-selling and brand
risks were also highlighted as key challenges associated with strategic sales management models.
This also included the methodologies employed by organizations to monitor the performance of
the sales management models. The study also established the factors that influence the selection
of strategic sales management models.
The study established that the use of strategic sales management models has an impact on the
financial performance of the organization. It resulted into increased market penetration and a
growing customer base, all of which positively influenced by the gross sales. Other non-financial
outputs associated with strategic sales management models such as market relevance, increased
brand confidence, and overall customer confidence in the organization were established and their
links to financial performance. | en_US |
