Author : Elaine P. Boomer
Publisher :
ISBN 13 :
Total Pages : 64 pages
Book Rating : 4.:/5 (971 download)
Book Synopsis Increasing Motivation of Account Officers to Perform More Effective Commercial Business Development Calls in a Billion Dollar Bank by : Elaine P. Boomer
Download or read book Increasing Motivation of Account Officers to Perform More Effective Commercial Business Development Calls in a Billion Dollar Bank written by Elaine P. Boomer and published by . This book was released on 1983 with total page 64 pages. Available in PDF, EPUB and Kindle. Book excerpt: In 1981 a study was conducted by a professional research firm to determine the First American Bank of Virginia's position in the northern Virginia corporate market. The study determined that they were the dominant bank in the corporate middle market share ($2-4.9M), but needed to increase their market share in the larger market ($5M and over). As a result, the bank developed a marketing plan to increase the effectiveness of officer business development calling efforts. Marketing strategies would involve researching the general market, best commercial customers, and prospects to determine account officer effectiveness and frequency in calling efforts. The training and education program included: advanced sales training, sales training refresher course, product knowledge seminars and seminars on cold calling. A proposed incentive plan is also discussed. Charts, tables and questionnaires are included.