Bank Marketing In Nigeria Is Frustrating – Commercial Bank Marketers Speak On Their Experiences

The days when banking jobs were considered glamorous may be over if experiences of some commercial bank staff who spoke to THE WHISTLER are anything to go bye.

Some male and female marketing staff of commercial banks in Abuja who spoke on condition of anonymity narrated tales of emotional stress, sexual harassment and impossible targets.

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While the men narrated stories of frustration because of rejection by potential customers, the females explained how they must handle sexual pressures from potential clients.

The market strategies of the banking sector is to recruit more of the female than male by deliberately sourcing for applicants who are single and considered beautiful.

A human resources manager of one of the banks confided in THE WHISTLER that such ladies are employed as marketers with the major schedule of looking for and attracting male customers to come and deposit their cash with the banks.

“Specific dressing codes are also defined for them to make them more attractive for prospective customers,” he revealed.

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Wunmi, a graduate of the University of Lagos said her working experience as a marketer is demanding. “It takes your time, intelligence ,ability to convince and a good knowledge of Dos and Don’ts of the organization,” she explained, stressing that a marketer have to give everything to win over a potential customer.

“There were times when I get discouraged because the customers are not giving positive response and also pressurize you for a date in order for them to open account with your bank,’ she said, adding that the banks expect the ladies to use their natural endowments to attract rich men for deposits.

Meeting targets is difficult without compromising yourself, but the banks reward marketers who meet their target with bonuses and promotion. But those who fail to meet their target may lose their jobs, thereby putting pressure on them.

Another female marketer said she faced “serious emotional challenges” daily because she has to think of where and what to do in order to meet her target. She said many potential customers display non-challant attitude and waste a marketer’s time in vain.

Lilly, also a female marketer, said the “the hardest job in the world is marketing’ for a bank in Nigeria today.

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She stressed that competition is high in the industry and the market is filled with a wide range of option that offer same or similar service.

She stated: “Our job is based on commission so for the number of months you don’t get any transaction you will be paid stipend that can’t even feed yourself nor pay bills, still you are expected to run around and get transaction. More frustrating is that you don’t get encouragement from your employers who demand results all the time,

“You are also given unrealistic target to meet, and in a bid to meet the targets and particularly keep their jobs, some ladies are consequently forced or led into prostitution with potential customers.”

For the men, while they may not suffer sexual advances and pressure from potential clients, they also suffer from the tyranny of unrealistic targets.

Fortune, a male marketer, said bank marketing is a difficult job and not like selling other products.

“Being a marketer in banking sector is very challenging, multi- tasking and result oriented. But the most challenging aspect of the job is meeting the specific target in a short period of time. It drives you crazy because of the kind of rejection and embarrassment one gets from customers,’ he lamented.

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He explains steps to effective bank marketing: “Marketing begins with a proper product knowledge until the sales representative have an adequate knowledge of its products. You also have to identify your targeted market.”

Despite the challenges, bank jobs are still some of the most sought after in the country. As at the second quarter of this year, National Bureau of Statistics data shows that bank staff increased by 13.67 per cent, from 89,608 to 101,861. The total number of banks in the country is 21.

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