Axis Bank Limited

Sales & Distribution Management

Group:2
Anish Mahto PGPBL/03/022
Srikavya Chavali PGPBL/03/059
Subhranil Das PGPBL/03/061
Axis Bank LTD

Axis Bank Limited

Company Overview
 Product Segments

Corporate Banking Retail Banking Treasury  

• Current Account • Lending to • Foreign Exchange
• Debt & Working individuals operations
Capital • Deposit services • Equity and mutual
• Trade Finance • Savings funds
• Forex Services • Term deposits • Trading operations
• Cash Management • Retail Loans • Derivative trading
Services • Insurance Business • 25% Revenue Approx
• 28% Approx • Card Business
Revenue • 45% Approx
Revenue
Organization Structure Axis Bank
Managing Director

Group Executive Group Executive Group Executive Deputy Managing Director

       
Regional Head Liability Sales Head Country Head CBG Country Head

       
Branch Circle Head Sales Circle Head Geography Head Geography Head

       
Branch Cluster Head Sales Cluster Head Product Circle Head CGB Circle Head

       
Product Team Centre Head
Branch Manager
   
 
NR/Priority Rm BSM Burgundy RM OpsHead CBG RM

   
Sales  /BDO   CSO  

   
 Key Activities of the Sales Executives
Retail Relationship Manager Business Development Customer Service Officer Corporate Relationship
Officer • Managing Existing Manager
• Managing Existing Portfolio Portfolio • Managing Existing
• Sales Through Cold Calling • Major focus on small • Managing Day to Day Portfolio
• Sales through Reference tickets size products operations of Branch • Sales Through Cold
• Synergy with other • Sales through cold Calling • Attending Walk-In Calling
department • No Existing Portfolio Customer • Sales through Reference
• New Acquisition • Covers all the retail & • Sales Through Walk-In • Synergy with other
• Cross Selling Corporate products customer department
• Digital Penetration • Synergy With sales Team • Cross Selling
• Client Meeting • Digital Penetration
• Customer Service • Client Meeting
• 50% KRA’s are for new • Client Engagement
acquisition • 50% KRA’s are for new
• 50% are for Existing acquisition
Customer Business • 50% are for Existing
Customer Business
Conflict Management • Branch Mapping Of Account
• Book Mapping to Employees
• CRM Entries
• Customer ID Mapping
• Approval From Higher Authority
Types of Selling
Axis bank does 3 types of selling with both Generalist and Specialist sales force:
• Personal Selling: Sales executive tries to attract new customer by explaining various products and services such as: FD, Savings account, Credit/Debit
cards through phone calls, in-person meetings.
• Transactional Selling: Offering basic banking services for free or at discounted rates. Free life time credit card. Free personal loan account.
• Consultative Selling: Providing customized services for loans, life-insurance financing for professional fiduciaries

• Selling Approach: Prospects are identified based on consumer purchase habits from different geographies and research team comes up with the
possible business that can be generated from each circle.
• This possible business is reworked as Sales Targets by management teams, is assigned to Sales Executives based on their experience, merit.
• Sales target also varies based on:
• Geography : Urban, semi-urban and rural areas.
• Product : Experienced professionals are expected to achieve higher sales targets.
• Market : North, South, East circles. Higher corporate loan market etc
• Sales targets are met once the prospects are converted to Qualified leads (Ready to buy insurance, Deposit account, open loan account, but still
looking for best plans) to finally to customer of the bank

• Short Sales: Bank undertakes short sale transactions in Central Government dated securities. The short positions are reflected in ‘Securities Short Sold
(‘SSS’) A/c’, specifically created for this purpose. Such short positions are categorized under HFT category and netted off from investments in the
Balance Sheet.
 Initiatives for Sales Execs for lead conversion

• Tech-driven transformation project ‘Sankalp’ with • Branch of the Future: to simplify servicing journeys
objective to re-imagine e2e customer journeys, • Axis Virtual Centre (AVC) channel to deepen
for customers and help frontline staff to focus on
simplify processes, improve sales productivity within relationships, improve customer experience and scale
relationship management and sales.
the CBG business. up growth. During the year, AVC channel now has
• 22 services that used to take over 70% of CSO time
• Reducing the loan approval time by nearly around 1,500 VRMs, managing relationship with our
bandwidth for re-engineering
75% while pushing productivity of Regional existing customers under affluent and other programs
• Digitized 1/4th of these services that used to make up
Managers up by 2 to 3 times. 100% increase related to loans, cards and investment products.
for 50% of the overall service request volumes
in relationships in CBG segment.

• Launched D2C sales fulfilment process on mobile and

• Branch automation, digitization: Lockers, e-registers,
internet banking platforms for term and health
automated teller for improved efficiency and CX
products.
resulting into better sales
• Axis bank is one of the Bancassurance industry
• Sales Executives can use their personal devices for
players with 39% growth in fee earned from selling
sales, servicing activities, Axis Bank has rolled out
life insurance policies and 62% growth in fee earned
BYOD (Bring Your Own Device) compatible
from selling general insurance policies. We have a
applications across products, businesses.
pool of 1.8 million+ mutual fund customers.
 Performance of Sales Executives
Creating Value Creating Value

CASE 1 CASE 2

• At Axis bank, Sales executives need to meet

their sales targets. No other business
development activities are assigned to the
sales teams at Axis bank other than selling
Assertiveness Empathy Assertiveness Empathy products. If Sales targets are not met.
• The Sales Manager tries to understand the
issue/ roadblock met by sales executive by
observing an a complete business
transaction between sales executive and
understands the key criteria:
Claiming Value Claiming Value
• Assertiveness
• Creating Value
• Empathy
The imperative grid that shows less towards
The imperative grid that shows that Sales • Claiming Value
Assertiveness, low in Claiming value, low in
executive is good at creating value of product • The Sales Manager then provides required
Creating value for the Sales Executive. Cannot
offers but could make a great deal out of it. feedback for scope of improvement
create and cannot claim value
Appraisal based on KRA

KEY % of Goal X
Weight of
Resource GOAL ACTUAL % of Goal Weight of
Goal
Activities Goal • Axis Bank sets outcome-based goals.
• Performance appraisals at Axis Bank are done
Number of potentials
leads generated
100 90 90 2 180 on an annual basis at the end of Financial year
(March)
Number of new • Sales Executive is expected to achieve:
80 80 100 3 300
customers added • Number of potentials leads generated
• Number of new customers added
Number of products
sold to existing 80 60 75 2 150 • Number of products sold to existing
customers customers
• Number of products sold to new
Number of products
sold to new customer
90 81 90 2 180 customer
• How many cross-selling?
Number of Cross-sell
• Weights are assigned to each activity.
30 24 80 1 80
Products • Total activity score must be out of 1000 and
cannot exceed 1000.
TOTAL SCORE = 890 / 1000