The Study On Strategies Of Commercial Account Manager Team Building In Bank A Qingdao Branch

With the further deepening of the commercial banking reform in China,the vitality of the commercial account manager system is growing progressively.The responsibilities of commercial account manager mainly focus on the accounts,dealing with deposits and loans of clients and other banking businesses,as well as developing and maintaining client relationship.By now,most commercial account managers in banks are the professionally skillful salesperson,equipped with strong public relationship skills and scientific marketing strategies,along with intensive service consciousness.The commercial account manager functions as the motor for the commercial banks and the bonding between the bank and the client,with its value being constantly explored.Currently,the pressure on the economic transformation in China still exists.In the tightening external environment,the commercial account manager team needs to seek the self-optimization and upgrade.By referring to the management theories,this paper also considers the features of local financial institutes in Qingdao to deeply explore the status quo and management model of the commercial account manager team in Bank A Qingdao branch.The paper dives into the basic condition of the Bank A Qingdao branch,the development of relationship business,the allocation of commercial account managers and the management mode of commercial account manager team and individuals.Based on the analysis of the information above,four issues are identified in the commercial account manager team building in Bank A Qingdao branch:unbalanced development of teams,lack of motivation for business development,insufficient business and product knowledge and weak support for the business from the mid-and backstage.These issues are caused by the personal factors of the commercial account manager on one hand,but also linked with the problems of the internal management in the bank on the other hand.Based on the issues mentioned above,along with the team "5P" theory,the paper proposes five strategies of the commercial account manager team building:team objective development,team member development,team positioning development,team privilege development and team plan development.The objective development is mainly targeted at the interpretation and analysis of various performance indexes.The significance of each index is evaluated based on the current economic situation and own capabilities,followed by the estimation of the final completion of all these indexes.At last,these objectives will be confirmed with the team members together.Objectives must be strategical,clear and rational.The member development depends on the commercial account manager competency model,to enhance the competency of team members,including ten sales skills of client source development,sales opportunity exploration,profession sales,negotiation skills,client relationship management,internal coordination,risk control,personal performance management,data management and strategy execution,as well as four aspects of sales-related knowledges covering product,client,industry and regulation.The improvements in these skills and knowledge could noticeably motivate the performance of the commercial account managers.The team positioning development requires the commercial account manager team to identify their positioning based on their own strengths to form the region-oriented professional team,industry-oriented professional team or product-oriented professional team,which facilitates the formulation of the development plan.The privilege development refers to that the superior management organizations entrust some managerial privileges to the commercial account manager team to increase the basic-level evaluation,thus encouraging the improvement of commercial account managers' performances.Team plan development requires the commercial account manager team to design a plan that could well realize the objectives and break down the tasks,along with necessary adjustments according to actual execution,to eventually achieve the final goals.These strategies of the team building all need supports and helps from other divisions in the bank,to enhance the competency of relationship team and realize a healthy and sustainable development.