The Operating Transformation Of Securities Sales Department

Accompanied by speedy development of Chinese capital market, the securities companies, as a significant composing part of the capital market, are accelerating their pace of innovation. The crucial pillar business-brokerage, is transforming fundamentally as well. For a long period, the sales department, which is the core carrier of broker business, has been posturing as tradesmen relying on the market. However, with the double decline in the turnover and the commission rate and the sharp increase in the number of business outlets, combined with the external trend of financial integration the involvement of the foreign broker as well as the challenge of the information technology, the survival pressure is coming to show up.In face of the severe situation, the perception of "increasing income and reducing expenditure" and "reform and innovation" became the consensus of the sales department. A series of reform attempts have been taken on the broker business:from the carry out of the bank securities express to the implementing of regulation on securities broker in2008;from the implementing of Provisional Rules of Investment Advisory Business in2010to the eleven securities’innovation measures in2012; from relying on the access revenue in past to competing on financial products; from single service thinking to the exploration in the fortune management, the brokerage has entered into fast and diversified developing track. Through analyzing the exploration and practice of securities broker business, this article will set the operating mode of sales department as study object and discuss about the transformation ways and methods, which involving the transformation of the sales department’s organization, the innovation in evaluation and motivation system, the breakthrough in service and product system as well as the staff constructing innovation. By transforming the current managing and developing pattern of traditional sales department, to guarantee the sales department to develop scientifically and healthily.