Praktyki zarządzania zespołem sprzedażowym w kampaniach produktowych – analiza porównawcza menedżerów skutecznych i mniej skutecznych na przykładzie wybranych banków

Grzegorz Sikorski; Anna Kowalczyk

doi:10.58683/dnswsb.2109

Published : 2025-11-13

Vol. 24 (2024)

Sales Team Management Practices During Product Campaigns: A Comparative Analysis of Effective and Less Effective Managers in Selected Banks

Grzegorz Sikorski

Anna Kowalczyk

DOI: https://doi.org/10.58683/dnswsb.2109

Abstract

The aim of the article is to identify sales team management practices during product campaigns in retail banking that differentiate effective managers from less successful ones. A quantitative-qualitative study was conducted among 46 branch managers and regional directors of selected banks. Respondents were divided into two groups based on campaign target achievement.
The analysis showed that effective managers demonstrate better campaign preparation, active use of tools (CRM, checklists, scripts), individual approaches to advisors, and treating Mystery Shopper reports as developmental tools. In terms of motivation, they apply diverse techniques combining financial and non-financial incentives. The findings highlight the need to develop managers’ soft skills and systematically use modern management tools. The results fill a research gap in the literature on sales management in retail banking.

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Sikorski, G., & Kowalczyk, A. (2025). Sales Team Management Practices During Product Campaigns: A Comparative Analysis of Effective and Less Effective Managers in Selected Banks. The WSB University in Poznan Graduate Research Journal, 24(24), 49–67. https://doi.org/10.58683/dnswsb.2109

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Grzegorz Sikorski

Affiliation:

Uniwersytet WSB Merito w Poznaniu Wydział Przedsiębiorczości i Innowacji Poland

Anna Kowalczyk

Affiliation:

Uniwersytet WSB Merito w Poznaniu Wydział Przedsiębiorczości i Innowacji Poland