Deposits are essential to the continued existence of any bank, and so there is keen competition to retain old accounts and to secure new ones. Banks formerly regarded the soliciting of deposits as an unprofessional procedure, but this attitude has been abandoned and now aggressive publicity methods are used to secure new business. Banks advertise extensively in newspapers and magazines, and bring themselves to the attention of the public through notices in street cars and even on billboards. A more direct, personal contact may be secured with actual or potential depositors by mailing them letters, booklets, circulars, and other literature.

A bank is thus able to set forth the various services which it can render to the business man. It aids him in receiving his valuables for safe keeping, in allowing him interest on his surplus funds and in accepting his deposits, against which he may draw checks to pay his obligations. The bank also collects for its customers checks, notes, and acceptances given by their debtors, and secures payment of these instruments. The underlying service which a bank performs for its clients is to grant them loans for the conduct of their business. Herein lies the advantage to a business man of associating himself with a strong bank, for it will naturally give preference to its regular customers in time of a stringent money market, when careful discrimination among applicants for loans is necessary. The maintenance of an account with an established banking institution in itself adds to the credit standing of the client and thus increases his capacity to borrow funds from the community.

In addition to these services which lie strictly in the field of banking, various subsidiary accommodations are offered in order to secure new accounts. Service departments aid customers by furnishing them information on industrial management, foreign trade, investments, and taxation.