Study On Sales Team Building Of Retail Business For A Bank Chengdu Branch

In November of 2009, A Bank proposed “a small micro-enterprise bank" strategic positioning. The reason why bands take up financial services for the small and micro-enterprises is that banks begin a new business called retail banking business. The most important feature of the retail business is a huge number of customer base, a small amount of a single transaction, customer demand for personalized features distinctive, therefore,banks need to invest a lot of sales people, and to build a bridge between customers and banks. So, the first thing before doing retail banking is to build the sales team properly.In this paper, A Bank branch in Chengdu retail business sales team for the study, the main content of the study is its retail business sales team building. Analysis of the use of literature, books on classical theory of absorption, the interviews and other research methods, combined with years of experience and industry experience, first analyzes A Bank branch in Chengdu retail business operating environment and the sales team situation, summarized the problem, then contact theory actually, to analyze, and finally gives the solution. This paper mainly applied to the sales management, marketing, human resource management theory.In this paper, The study and discussion are as followings : First Bank branch in Chengdu A retail business external environment, internal environment to be analyzed, based on SWOT analysis, comprehensive study of retail business external opportunities and external threats, internal strengths, internal weaknesses, draw a Bank Chengdu Branch strategic SO, should take a combination of both to rely on internal strengths and seize external opportunities, but also to take advantage of internal strengths, avoiding external threats by strengthening its own building, defuse threats. Then, analyze the status of sales team building, identify existing problems, including the sales team building objectives are not clear; limited resources invested in the retail business; existence of errors salespeople marketing awareness, resulting in loss of customers; problems in the recruitment process; lack of systematic training system; incentive mechanisms need to be improved. Finally, the actual situation of the Chengdu branch, raised the sales team building programs, summarized as follows : Optimizing A Bank branch in Chengdu retail business sales team building objectives; design sales team training programs; construction sales team incentive program designed to recruit sales staff.This paper not only provides a solution for A Bank Chengdu Branch sales team building the retail business, but also for other businesses Chengdu branch sales team building, as well as other domestic banks sales team building has a certain significance.