Evening star. [volume] (Washington, D.C.) 1854-1972, 1931-06-09
PRACTICAL WORK IN BANKING
DISCUSSED AT A. l. B. MEETING
Sound Practice Stressed as Best Asset for
Financial titutions-Personal Con-
facts With Depositors Are Urged.
Special Dispatch to The Star.

Special Dispatch to The Star.
PITTSBURGH, June 1.-Two thou
sand bank officers and employees from all
sections of the country are here for the
twenty-ninth annual convention OF the
American Institute Of Banking, the
educational section Of the American
Bankers Association. conducted for
the purpose Of training bank workers of
all classes in sound and efficient bank
methods all the way from clerical rou-
tine UP to executive policies and ad-
ministration. The institute has 10000
members in 300 cities Of the country
and conducts 223 local banking schools
attended by over $4,000 students. The
convention itself consists for the greater
part of intensive conference discussions
of various banking problems and operat-
ing practices. These got under way this
afternoon
In eight simultaneous departmental
conferences papers covering a broad
field of practical bank work were the
basis for special discussion. The sub
jects put under consideration were
tration, business development, advertis-
ing, credits. deposit functions, invest
ments, investment banking, savings
banking and trust functions.
Selling Banks.
In the departmental conference on
business development and advertising
of which r. E. HotZe of Edward Bird
Wilson. Inc, of this city. Is the leader.
J. A. Avary. jr., Of the First National
Bank of Atlanta, remarking that Pitts
burgh had given to the world its
master salesman, Charles M. Schwab."
talked on Selling the Bank to the In
dividual and Corporation" He said the
personality of the bank is Just as i'm
portant as that of an individual and its
success or failure is dependent upon
this more than anything else.
advertising alone cannot permanently
sell and build the bank" said Mr.. Avary.
Regardless of mass contact through
the billboards, magazines and local
papers, and through a direct-by- mail
campaign, if these are not backed to the
fullest by the proper functioning of
the bank, they soon lose their impor-
lance"
Some methods of Selling the bank"
too often meant, he said, giving the
bank" adding. "our field Is highly COM
petitive but unless we charge for the
services we render, We cannot long oper-
ate. If you give exceptional services,
you have a right to charge for them.
1t doesn't matter how much business
you get, it isn't worth cent unless
you can show a profit on it."
There is no substitute in bank de-
velopment program for personal con-
tact, Wallace L. Robinson of Farmers
Trust Co.. Lancaster, Pa, told the con-
ference Newspaper advertising, direct
by-mail and other forms are merely
the barrage beyond which the active
solicitation for business building must
advance and the Officers and employees
who are on their toes are your greatest
asset" he said. Newspaper advertising
space should be used to convey a
definite story, he said, since the ultimate
goal of a bank is dividends ana not
merely spreading its name broadcast
regardless of cost and money return.
Fred w. Thompson, First Merchants
National Bank, Richmond, told the con-
ference that personal solicitation is the
most effective form of securing new
business. Discussing Obtaining Leads
and Their Successful Follow-Up,' he
said almost any type of contact with the
public may lead to new business II the
bank man, is wide awake and tactful,
telling of an Insurance man In New
York who used to jostle a man in the
subway, or step on his foot, and then,
after apologizing profusely, make a
friend of him and sign him up for In
surance.
In the departmental conference on