Driving Excellence In Retail Sales

To improve cross-sell, enhance branch product portfolio and achieve an increase in productivity of the Personal Banking Advisors, it was imperative to bring in a holistic customer focused sales process and standardise the same across branches to achieve the desired level of sales excellence.

Daksada held meetings with the General Manager, Head of Sales, Personal Banking Advisors and Sales Managers to understand their current way of working, expectations from the branch network and the factors considered while recommending and selling products to prospective customers. We supplemented the insights through direct observations across multiple locations, job shadowing, and through data collated to identify the typical customer profiles across each branch. 

We then developed a curated training programme that assisted the Personal Banking Advisors and Sales Managers to begin each engagement with a deep dive into the customers motivations and future goals before making recommendations from the extensive portfolio of products and moving to close the sale. The training material took into consideration the branch customer profiles and enquiries to be able to identify specific opportunities for up-selling and cross-selling. To make the programme self-sustaining, Sales Managers were trained on coaching skills, and were provided with training and facilitation skills through a train the trainer intervention. These then in turn delivered the curated training content to Personal Banking Advisors to ensure all within the team operated using the same process. They also delivered follow up and refresher training content as it was updated.

The impact of the structured sales training programme was felt immediately especially in the fact that there was a considerable improvement in branch product sales typified to the customer profile.

Customer satisfaction levels and NPS improved, because customers experienced the new customer based approach that required the Personal Banking Advisors to listen first and then provide customer centric solutions, improving service excellence levels. There was a marked increase in branch cross-sale ratio, and a corresponding rise in the throughput and productivity.