The article analyzes the characteristics of the sales management of retail banking services in small and medium-sized banks in Russia as self-organizing systems in modern conditions, theoretical and practical aspects of the interaction of small and medium-sized banks with the environment. It is concluded that the management of retail banking services in small and medium-sized banks in Russia undergo an intensive process of evolution, in close interaction with the environment and demonstrates compliance with global trends, high technology and efficiency. The article identifies and validates the main features of sales management of retail banking services in small and medium-sized banks in Russia.