Personal Selling – The Foundation for Successful Communication in the Case of Bank x

Competition prevails in the banking market, which means that banks have also had to face the fact that they have begun to actively market and sell their services. Of course, successful and effective sales require professional and qualified staff. From this it is already evident in itself that acquiring a customer is far from sufficient, but it is then also necessary to take care of the clients. In the empirical part, it was established that the respondents still predominantly choose to visit the bank in person, which means that the employees then communicate with them personally. Therefore, it is important for the bank itself, as well as for the employees, to continuously educate themselves in the field of communication and sales techniques.

Problem

Competition prevails in the banking market, which means that banks have also had to face the fact that they have begun to actively market and sell their services. Of course, successful and effective sales require professional and qualified staff. As presented in the thesis itself, the bank's management has an important role in employing and assigning tasks to salespeople, that is, people who sell banking services.

In the bank under study, the sales sector is divided into two parts, namely salespeople and account managers. The task of the salesperson is to acquire a client who is then looked after by account managers.

Solution and Method

From this it is already evident in itself that acquiring a customer is far from sufficient, but it is then also necessary to take care of the clients.

Results

In the empirical part, it was established that the respondents still predominantly choose to visit the bank in person, which means that the employees then communicate with them personally. Therefore, it is important for the bank itself, as well as for the employees, to continuously educate themselves in the field of communication and sales techniques. The research results showed that the clients are satisfied with the bank under study, that they have been loyal to it for a long time, and that they still swear by personal visits.

Bankers respond to their needs extremely quickly and also devote attention to each one individually. The recommendation to the bank is to continue to ensure appropriately educated staff who perform the basic function and communicate directly with clients. In this way, we ensure successful communication, customer satisfaction, and long-term loyalty.

Of course, the basic condition is that employees know their services and are able to present them to clients in an appropriate manner, which is again the area of appropriate education.