Evolution of Banking Sales Systems

At all times, the development of the economic sector to the economy of any country was directly interconnected with the banking sector. However, it should be noted that the successful activity of banks is directly dependent on the current financial and economic condition of the country as a whole. Currently, banks are striving to expand the range of banking products, use innovative methods of working with finance. However, for many banks, this did not give any result; at the end of the past year, about 20% of all credit institutions showed unprofitable results in their activities. It is important to mention that this trend has been observed for the second year already, the financial condition has not changed. In some cases, the loss ratio is correlated with the illiterate business model that the bank uses. The theoretical and methodological basis of the study was the work of domestic and foreign scientists, such as A.A. Shevchenko, A. Drobyshev, I. Yu. A. D. Roman'kova, E. A. Gnativ. and others in matters of improving the mechanism and methods of personnel management in modern market conditions. This study is relevant in modern realities, since the sales systems that banks are used to using in their activities are not so well developed and worked out. It is important to note that the sustainability of the banking sales system largely depends on the use of innovations and new standards in the sale of banking products. Modern banks need to remember about the quality of services, the speed of providing support to clients and, in general, improving customer focus. The object of research is PJSC "Zenith". The subject of the research is sales management at PJSC "Zenith". The purpose of the study is to study the sales system in the banking sector. Research objectives: 1. Consider the theoretical aspects of the sales system in commercial banks. 2. To analyze the state of the sales system at PJSC "Zenith". 3. To identify the problems of the sales system at PJSC "Zenith". 4. Present the ways and methods of improving sales in commercial banks in Russia. 5. Develop measures to increase sales at PJSC Zenit. 6. Assess the effectiveness of the measures developed. The following results of scientific activity in the field of sales in the banking sector are submitted for defense. In the course of the work, it was revealed that not enough attention is paid to the organization of the sales system, the interaction of the client and the bank manager. In addition, many banks do not have a sales training program. In the project part of the master's thesis, proposals have been developed that can improve the sales system in the bank. The hypothesis of the study is that an effective sales system ensures the growth of a permanent customer base, which increases the bank's interest income. The research methods used in the work are monographic, balance sheet and economic-statistical. The theoretical basis of the study for writing a work on the topic under study was: the works of domestic and foreign scientists, the economic and accounting reporting of the enterprise, the author's observations. The methodological basis of the research consists of: system analysis of processes and statistical data; classifications; structural analysis; logical comparison and comparison; analysis of profit and its dependence on the sales process, as well as sociological methods (survey, questionnaire). The empirical basis of the study was the resources of Internet portals, the charter and internal reporting of PJSC "Zenith". The practical significance of the work lies in the development of measures to improve the sales system, which will be implemented at similar organizations. The first chapter describes the use of bank cards as one of the tools for the provision of services by the bank. The second chapter of this study is devoted to considering the range of banking services, as well as trends in sales systems in the modern banking sector, and also an attempt to analyze the banking sector of the Russian Federation. The third chapter refers to the analysis of the sales system, the main white spots in the existing system are considered on the example of the bank PJSC Zenit, and models have been developed taking into account the problems of the bank. In the fourth chapter, project proposals were developed to improve the sales process in order to satisfy customers, a schedule was developed, and the socio-economic efficiency of the project was calculated. The master's thesis consists of 111 pages, 26 tables and 44 figures, 66 literature sources and 9 applications.