THE POSITIONING STRATEGY AS A TOOL FOR EFFECTIVE SALES MANAGEMENT IN COMMERCIAL BANKS. INSIGHTS FROM THE BULGARIAN AGRIFINANCIAL MARKET

The purpose of this article is to determine to what extent the positioning strategy is an effective and reliable tool for effective sales management of commercial banks when offering agricultural loans and financial products. The findings of this study provide compelling evidence that the adoption and consistent implementation of a well-defined positioning strategy is a reliable and effective tool for sales management in commercial banks. Through statistical testing using the t-criterion and multiple comparisons across three distinct groups of banks, the analysis revealed that nine out of eighteen hypotheses were confirmed, demonstrating significant differences in financial performance linked to the degree of strategic implementation. In summary, this study demonstrates that positioning strategies are not merely abstract management tools but constitute practical, results-oriented mechanisms that strengthen sales management, sustain competitive advantage, and support the long-term growth of commercial banks—particularly in financing the agricultural sector.