BANK 360

Training Session
PR & Communication skills

2011
Submitted to:

CONTENTS
Chapter 1: Introduction .......................................................................................................................................... 4 Chapter 2: Training aims:........................................................................................................................................ 6 Initial Sales Training NEEDs ................................................................................................................................. 6 Job specifications............................................................................................................................................ 6 Banking sales Job Profile and Description ........................................................................................................ 6 Duties and Responsibilities ............................................................................................................................. 6 Skills and Specifications .................................................................................................................................. 7 Education and Qualifications........................................................................................................................... 7 The gap that needs to be filled........................................................................................................................ 7 Chapter 3: Deciding & selecting the Training Content ............................................................................................. 9 Product/Service Data:......................................................................................................................................... 9 Company Information: ....................................................................................................................................... 9 About Bank 360 .............................................................................................................................................. 9 Sales Technique:................................................................................................................................................. 9 Market: .............................................................................................................................................................. 9 chapter 4: Selecting Training Method & reasons of Selecting the method: ............................................................ 10 Role playing...................................................................................................................................................... 10 How to Use the Tool: ........................................................................................................................................ 10 Example: ...................................................................................................................................................... 11 USES ............................................................................................................................................................. 12 ADVANTAGES (REASONS FOR SELECTING) ..................................................................................................... 12 Improve Your Communication Skills Using Conversational Hypnosis.................................................................. 13 Presentation:.................................................................................................................................................... 14 USES ............................................................................................................................................................. 14 ADVANTAGES (REASONS FOR SELECTING) ..................................................................................................... 14 Demonstration ................................................................................................................................................. 15 USES ............................................................................................................................................................. 15 ADVANTAGES (REASONS FOR SELECTING) ..................................................................................................... 15 chapter 5: Method to evaluate the Sales Training Program .................................................................................. 16 chapter 6: Conclusion ........................................................................................................................................... 17 Annex .................................................................................................................................................................. 18

2|P a g e Bank 360 Sales Training Program

Sales Training Program Evaluation Form ........................................................................................................... 18 Handouts/Support material .............................................................................................................................. 23

3|P a g e Bank 360 Sales Training Program

TRAINING SESSION
CHAPTER 1: INTRODUCTION
Bank 360 is microfinance bank which is providing microfinance facilities to those individuals who are capable of uplifting themselves by having access to financial services. Micro financing is a concept which can be understood by the following Microfinance is the provision of financial services such as loans, savings, insurance, and training to people living in poverty. It is one of the great success stories in the developing world in the last 30 years and is widely recognized as a just and sustainable solution in alleviating global poverty. The industry began by providing small loans to emerging entrepreneurs to start or expand businesses. Opportunity International was one of the first nonprofit organizations to recognize the benefits of providing capital to people struggling to work their way out of poverty. Over the years, with Opportunity leading the way, the microfinance sector has expanded its financial service offerings to better meet client needs. Along with providing more flexible loan products and business and personal development training, Opportunity offers savings and insurance to help clients effectively navigate the daily hardships they face. Without these services, clients are continually at risk of slipping back into poverty because of unforeseen circumstances. Bank 360 which is in its budding phase is operating in Islamabad and its nearby areas. The initial goal of the Bank is to first build and then to sustain a network of customers. The current customers of our bank are low-income individuals are capable of lifting themselves out of poverty if given access to financial services. The current scenario of the bank shows that the organization is unable to maintain accounts as they are failing to develop long term relationships with customers in addition to that the servicing of the accounts isn t up to the mark as the sales personnel s are unable to relate to the customers or prospects apparently due to communication barriers and lack of public relation skills. The nature of the organization being a slightly different from the corporate profit maximizing environment is one of the reasons why the sales force performance is being affected. Being aware of these inherent barriers the upper management has decided to give the sales force team comprising of eight individuals a training which would enable them address the current problem.

4|P a g e Bank 360 Sales Training Program

From a broad perspective we can say that the training session will be focused on the following areas y Enhancing Communication skills of the sales force team y Develop effective PR skills y Learn effective account servicing techniques y Develop informal Customer relations All aimed at retaining the current customers and making prospects understand the quality of service provided by Bank 360.

5|P a g e Bank 360 Sales Training Program

CHAPTER 2: TRAINING AIMS:

According to the ACMEE decision making model of training our aim of the training session can be summarized in the following points: 1. Develop the most basic interpersonal skills among the sales team and also develop skills to retain them which will be necessary to sustain a good and healthy relationship with customers who are most vital for the operation of the bank. 2. Develop personal relations (PR) skills among the sales team, so that they are aware of new products and services being offered by the bank and also build interest for those products/services in new customers. 3. Develop skills in the sales team so they can relate themselves with the customers in a wide variety of ways, which would in turn give the customers an incentive to make a personal relationship with the bank itself. 4. Teach the sales team to offer its customers the best available solution to their problems instead of just getting over with it which would lead to disloyalty, customer loyalty towards the bank is a high priority.

INITIAL SALES TRAINING NEEDS

Bank 360 is an organization in its toddler phase; therefore the bank needs to learn a lot from its own operational practices. In response to the current problem Bank 360 is facing with its new sales force the sales team training needs have been discovered which are explicitly stated below

JOB SPECIFICATIONS BANKING SALES JOB PROFILE AND DESCRIPTION

A banking sales officer is in charge of new business development in a bank. He has to monitor investment accounts sold to clients by following the changing market conditions to maximize profits. He is also responsible for selling and looks over a large number of client accounts.

DUTIES AND RESPONSIBILITIES

Sales managers working in banks use their skills to build value for consumers y They make the brand image of the branch for businesses looking for financial services and give them advice on how to manage their finances y They coordinate and enforce sales guidelines and standards across departments y They need to focus on generating sales ideas and content and meet those targets y They must work with the advertising departments, websites etc

6|P a g e Bank 360 Sales Training Program

y y y y

They have to make competitive analysis reports, organize mail campaigns, send business and news updates to clients and customers They also need to manage online promotions and update the customers accordingly of the latest promotional offers He must have thorough knowledge of the products and services of the bank and should be able to demonstrate them to the clients An employee involved in banking sales must strategies, develop and execute sales strategies

SKILLS AND SPECIFICATIONS

y y y y Excellent communication skills are most important in this field as one need to extensively interact with customers and clients. They need to be knowledgeable about various promotional tools and also about the services they are trying to sell They must have good writing, presentation, project management, and analytical skills They must be hardworking as there may be a lot of legwork involved

EDUCATION AND QUALIFICATIONS

The candidate in this field requires a bachelor s degree in marketing, business administration, communications studies or a related field. It is better if one has a Masters in Business Administration degree, especially for senior level positions. Basic knowledge of computer is also required.

THE GAP THAT NEEDS TO BE FILLED

Despite heavy screening of employees before hiring, it's impossible to go through all the characteristics of someone in fine detail. The common problem in all the sales force is the lack of ability to communicate properly the services and products which Bank 360 has to offer, due to which existing customers are tilting towards disloyalty and eventually being motivated towards the notion of divulging Bank 360 for some other solution, something which we don't want to happen at any cost. Interviewing all the sales personnel through indirect questioning also revealed that they are unable to create a personal/emotional bond with the customers in order to retain them. Developing a strong PR with the existing customers and new ones is very important for the brand image of Bank 360, we are certain that a proper training program catered to the employees needs will fill in the missing gap. The training will heavily emphasize on teaching the employees new promotions, offers and services from the bank itself and devise new ways to keep the employees updated about new happenings at all cost. The employees on the other hand are without any doubt skilled in selling services but the major problem lies in
7|P a g e Bank 360 Sales Training Program

communication of new offers by the bank, which will hopefully be filled by the training session which we will provide. The end result of the training will be that the sales team will be able to sustain customers for a longer period of time and also provide them with after sales services.

8|P a g e Bank 360 Sales Training Program

CHAPTER 3: DECIDING & SELECTING THE TRAINING CONTENT

The content of the training session will be focused on the following four areas

PRODUCT/SERVICE DATA:
y y y y y Current Accounts Savings Accounts Micro Financing Term Deposits Bank 360 Internet, Phone & ATM

COMPANY INFORMATION: ABOUT BANK 360

Our vision is to become a household name in Pakistan by winning customer business through high quality services and innovative products. We are focused on building a full-service consumer, corporate, investment banking and capital markets franchise. Currently, we are working to expand our products and services across the consumer, corporate, investment banking and global markets. Looking ahead, management is exploring other growth areas including private banking, wealth management and transaction services.

SALES T ECHNIQUE:
Our sales technique involves regular contact with prospects and customers. Taking them to corporate dinners, providing the best offers to beat the competition and keeping in mind that the customer is always right, though not to be taken literally but it means that customer service and the relationship with them is our main priority, hence communication and PR skills play a crucial role in our sales.

MARKET:
The market is the people in the locale of Islamabad. We plan to target people who want to start-up new businesses, multinational firms & other companies in the vicinity willing and able to open up current accounts and then of course private individuals.

9|P a g e Bank 360 Sales Training Program

CHAPTER 4: SELECTING T RAINING METHOD & REASONS OF SELECTING THE METHOD:

ROLE PLAYING
Role playing is a useful technique for thinking about difficult situations before they occur, so that you have good pre-prepared responses for the different eventualities that can arise. Roleplaying can also be used to analyze problems from different perspectives, to spark brainstorming sessions, to experiment with different solutions to a problem, to develop team work, and help group problem-solving. Role-playing happens when a group of people act out roles in a particular scenario. The scenario is usually based on a problem that needs a solution, a situation that needs to be more closely examined, or a case or issue that demands a different perspective. By acting the scenario through, participants can pre-experience the likely reactions to different approaches, and can get a feel for the approaches that will work and those that might be counter-productive. They can get a good feel for what people are likely to be thinking and feeling in the situation. And by repeating the scenarios, people can understand how different approaches might work, so that an ideal approach can be identified. More than this, by preparing for a situation using role-play, people builds up experience and self-confidence in handling the situation in real life. They develop quick and instinctively correct reactions to situations, meaning that they can react effectively as situations evolve rather than making mistakes or being overwhelmed by events.

HOW TO USE THE TOOL:

To start the process, the role play leader introduces the problem and encourages an open discussion in order to uncover all the relevant issues. This also serves to get participants thinking about the problem before the role-playing begins. From this, participants set up a role playing scenario in enough detail for it to feel real. The next step is to identify the different "people" involved in the scenario. Some of these will be people from within the organization who have to deal with the situation. Others will
10 | P a g e Bank 360 Sales Training Program

represent people from outside the organization, and may take roles that are supportive or hostile, depending on the scenario. Individual participants in the role play are allocated the roles of each of these people, and try to put themselves "inside the minds" of these people in their imaginations. This involves trying to understand the perspectives of these people, their goals and motivations, and the way they are feeling when they enter the situation. Participants then act the situations through, trying different approaches to resolving the problems faced. A useful approach is for scenarios to build up in intensity, starting easily with all parties being well-disposed towards one-another. As participants get experience in handling these simple situations, the participants playing the roles of people from outside the organization can get increasingly hostile or difficult, testing out the correct approaches for handling these situations and giving people experience in handling them. Upon completion of the role-playing, the trainer leads a discussion on the role-play and solicits written summaries of the activities from all involved. These can be compiled into a single brief and distributed to participants.

EXAMPLE:
In an effort to improve customer support and personal relations, Ali, Customer Service Manager for XYZ Company, implements a team role-playing session. Acting as the leader/trainer, Ali brings together a group of clients and customer support representatives. Ali divides the 12 colleagues into two role-playing groups: Group 1 represents the customer support representatives; Group 2 represents the customer. Ali tells Group 1 that the customer in this situation is one of XYZ s longest-standing customers and this customer accounts for nearly 15% of the company's overall annual revenue. In short, this customer cannot be lost! Ali tells Group 2 that, as the customer, they have recently received a product that does not live up to its expectations. While the customer has a long-standing relationship with XYZ, this time they are growing weary because what they believe to be inferior product has been sold to them on two separate occasions. Clearly, the relationship with XYZ is in jeopardy. Ali now allows the groups to brainstorm for a few minutes.
11 | P a g e Bank 360 Sales Training Program

Next (with this particular approach to role play) each group sends forth an "actor" to role-play. The actor receives support and coaching from members of his/her team throughout the entire role-playing process. Each team is able to take time-outs and regroup quickly as needed. Ali runs through the scenario several times, starting with the "customer" playing gently and ending with the customer playing extremely aggressively. And each time, a best solution is found. Of course, Ali can always ask for additional role-playing and additional solutions if he feels the process needs to continue or that viable solutions have yet to be uncovered. Once it is clear no more solutions are to be found, Ali brings the two groups together and the role-playing is discussed. During this discussion, Ali and both teams discuss the strategies and the solutions that were implemented and then apply these to the actual situation. Ali also asks each team to write a short summary about what they learned from the role-playing exercise. He then combines the summaries and provides a copy of everything learned to all participants.

USES
Helps to change people s attitudes Enables people to see the consequences of their actions on others Provides an opportunity for learners to see how others might feel/behave in a given situation Provides a safe environment in which participants can explore problems they may feel uncomfortable about discussing in real life Enables learners to explore alternative approaches to dealing with situations

ADVANTAGES (REASONS FOR SELECTING)

Stimulating and fun Engages the group s attention Simulates the real world

12 | P a g e Bank 360 Sales Training Program

IMPROVE YOUR COMMUNICATION SKILLS USING CONVERSATIONAL HYPNOSIS

Most of us portray a picture of pocket watch oscillating on a chain or staring intensely into a whirling top in our mind whenever we think of hypnosis. But in reality, though it may be hard to believe, there is no magic or spirituality involved in hypnotism. Then, the immediate question that will rise in every one s mind is, What conversational hypnosis is and whether it really exists? Conversational or covert hypnosis does exist, and, with practice everyone can master the art of conversational hypnosis. This is a finer form of hypnosis and with this you can indirectly gain control over someone else. This is the reason behind the popularity of this form of hypnosis. According to Dr. Milton Erickson, the renowned psychotherapist, all people naturally goes in to and comes out of the trance state many times a day. He believed that if he can indirectly suggest something to his patients at an appropriate time, taking advantage of his relationships with them, and make them a bit bewildering, he can take that person into the trance state of mind. Conversational hypnosis is completed in three stages. In the very the first stage you have to build a relationship with the person you want to hypnotize. You and your subject should enjoy such a relationship that, both of you are comfortable while talking to each other. The delicate trust the person develops for you will make him relaxed while conversing with you. What is most important is that the person should open up in front of you. Once you have reached the first stage you have to step into the second stage, which is little complicated. Here you have to make the subject slightly perplexed while both of you are comfortably conversing. For example, while you might be discussing about a person known to both of you, suddenly you raise some irrelevant points, and go on repeating it. The subject may try to bring out the irrelevancy of the point, and you should agree to him as if both of you were always on the same track. Your aim is to put the person in a mildly confused state of mind so that he is off balanced and will be susceptible to accept any suggestion made by you. Now you are in the third stage of hypnosis. In this stage the timing is very important. Now your subject is puzzled and he has lost his focus. This is the right opportunity for you to give your suggestion to him. Be careful while suggesting.

13 | P a g e Bank 360 Sales Training Program

Remember this is a very fine and delicate form of hypnosis and may or may not work for everyone. For example if you are hypnotizing your boss, kind of blunt suggestions, like you should be promoted instead of someone else, will prove fatal. The entire process needs a great deal of practice. You should be able to study the subject in order to hypnotize him. No two people are alike, and hence the process of hypnosis for two different persons cannot be same. If you are interested, and want do some further detailed study on the subject, there are lots of published literature available in the market which will help you to go deeper in the subject.

PRESENTATION:
A presentation is an activity conducted by a resource specialist to convey information, theories or principles. Forms of presentations can range from straight lecture to some involvement of the learner through questions and discussion. Presentations depend more on the trainer for content than does any other training technique. Presentations combined with impromptu discussions are the most widely practices used by trainers to train employees. Bank 360 will be focusing on the topics of y y y Improving your customer service Developing good communication skills Developing your public relations

USES
To introduce participants to a new or old subject To provide an overview or a synthesis To convey facts, statistics To address a large group

ADVANTAGES (REASONS FOR SELECTING)

Covers a lot of material in a short time Useful for large groups Can be adapted to any kind of learner Can precede more practical training techniques The lecturer has more control than in other situations

14 | P a g e Bank 360 Sales Training Program

DEMONSTRATION
A demonstration is a presentation of a method for doing something.

USES
To teach a specific skill or technique To model a step-by-step approach

ADVANTAGES (REASONS FOR SELECTING)

Easy to focus learner s attention Shows practical applications of a method Involves learners when they try the method themselves

15 | P a g e Bank 360 Sales Training Program

CHAPTER 5:

METHOD TO EVALUATE THE S ALES TRAINING PROGRAM

A-AIMS of training (Already discuss earlier) C-Content of training (Already discussed earlier) M-Method of training (Already discussed earlier) E-Execution of training Who will be the trainees:
Our own sales force team that sales /create accounts and maintain PR relationship with our customer.The criteria to chose the trainees for this training program is Punishment for poor performance of the team.

Who will do the training:

1. Initial sales training-We are using Line Function for the sales training program as our top sales executive will be giving the sales training to the employees. 2. Continuing sales training-Responsibility resides with Top sales executive.

When will the training take place:

Timing group versus individual training-As our sales team is only 2months old and also they are giving poor performance so we thinking to give them formal group training so that they can do better performance in the field later. Date: 8/06/11 Time: 1800 hours

Where the site of training be:

Venue: HL12 Bahria University

E-Evaluation of training:
The evaluation of training program should be done in order to know how well the data was arranged and was delivered properly or not. The Evaluation of our training program will be done by the evaluation form which is attached in the annex.

16 | P a g e Bank 360 Sales Training Program

CHAPTER 6: CONCLUSION
The entire sales training program is aimed towards the ultimate goal of every organization which is to maximize the outcomes obtained from its resource which in this case is the human resource of the Sales department. The investment made by Bank 360 is to improve the performance of the sales team and reduce the gap between the required skill set and their existing capabilities. The training session is strictly adhering to specific topics in order to reduce the chances of information overload and risk of uncertain outcomes. The core purpose served by this training will be to help the sales force team deal with problems of being able to develop personal informal relationships with customers through their friendly conduct and appropriate sales pitch. We are more than certain of the fact that their sales would eventually boost significantly and would cause them to retain customers, while helping increase their profitability significantly. The training sessions will help the sales force in the future as in how to deal with their target customers and understand their point of view. The feedback provided by both the instructor and fellow trainees will reveal several new pointers for each sales personnel. The entire planning will be reflected in the execution of the training session which will improve the customer seller dyad.

17 | P a g e Bank 360 Sales Training Program

ANNEX
SALES TRAINING PROGRAM EVALUATION FORM Name: ______________________________________________ Instructor(s): _________________________________________ Course Name: ________________________________________ Date of Training session: ____/____/_______ Please take a few minutes to answer the following questions. Your opinion is very important to us and will help us with continuing to provide world class training sessions. Check the appropriate box that best represents your opinion on each question below. If you check a ( Strongly disagree, Disagree, or N/A ) please explain why in the Comments Section.

A. Knowledge 1. My comfort level increased with the material of the training session. [__] Strongly Agree [__] Agree [__] Disagree [__] Strongly Disagree [__] N/A 2. I am able to apply this new knowledge that I gained from taking this training session in my current position. [__] Strongly Agree [__] Agree [__] Disagree [__] Strongly Disagree
18 | P a g e Bank 360 Sales Training Program

[__] N/A

3. I would recommend this training session to others. [__] Strongly Agree [__] Agree [__] Disagree [__] Strongly Disagree [__] N/A B. Course Content 4. All the stated objectives of the course were met or exceeded. [__] Strongly Agree [__] Agree [__] Disagree [__] Strongly Disagree [__] N/A 5. The examples and exercises increased my overall level of understanding. [__] Strongly Agree [__] Agree [__] Disagree [__] Strongly Disagree [__] N/A

6. There was the appropriate amount of time allowed for the subject matter covered. [__] Strongly Agree

19 | P a g e Bank 360 Sales Training Program

[__] Agree [__] Disagree [__] Strongly Disagree [__] N/A 7. The material and handouts were well organized and easy to follow. [__] Strongly Agree [__] Agree [__] Disagree [__] Strongly Disagree [__] N/A 8. What information was missing that you would have liked presented? ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________ C. Instructor(s) 9. The instructors created a relaxed atmosphere that promoted interaction among the trainees. [__] Strongly Agree [__] Agree [__] Disagree [__] Strongly Disagree [__] N/A 10. The material was presented in a way that was easily understood. [__] Strongly Agree
20 | P a g e Bank 360 Sales Training Program

[__] Agree [__] Disagree [__] Strongly Disagree [__] N/A

11. The instructor asked questions and initiated training session interaction that clarified and reinforced the concepts that were being taught. [__] Strongly Agree [__] Agree [__] Disagree [__] Strongly Disagree [__] N/A 12. Demonstrated elite knowledge of the material. [__] Strongly Agree [__] Agree [__] Disagree [__] Strongly Disagree [__] N/A 13. The instructor was enthusiastic throughout the session. [__] Strongly Agree [__] Agree [__] Disagree [__] Strongly Disagree [__] N/A

21 | P a g e Bank 360 Sales Training Program

14. Helped the trainees with relating the course material to their current jobs. [__] Strongly Agree [__] Agree [__] Disagree [__] Strongly Disagree [__] N/A

22 | P a g e Bank 360 Sales Training Program

HANDOUTS/SUPPORT MATERIAL

23 | P a g e Bank 360 Sales Training Program

24 | P a g e Bank 360 Sales Training Program

25 | P a g e Bank 360 Sales Training Program