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Review Article

JCR. 2020; 7(2): 62-66


SALES STRATEGIES OF BANKS: AN EMPIRICAL STUDY OF SELECT PRIVATE SECTOR BANKS IN INDIA

Sanjay Sinha, Subhadeep Mukherjee.

Abstract
Intense competition in Indian banking industry compelled the bankers to involve in active selling. This paper aimed to identify the different sales strategies used in banks and to investigate the perceptual gap between employees and customers towards different sales strategies. Empirical study has been conducted among select private sector banks in the Barak valley region of Indian state of Assam. Perceptual gap has been analysed by estimating significance difference between two sample mean. Findings revealed that there is a significance difference between perception between employees and customers towards up-selling strategy whereas there is no such difference in case of other sales strategies. Study found that unique nature of the up selling strategy is responsible for creating such differences in perception. This study cannot be generalised in case of entire Indian banking industry as it focused only on the sales strategies of private sector banks in India. Findings help the banks to understand the gap between the thinking of employees and customers towards the importance of different sales strategies.

Key words: Sales strategies, Private banks, Personal selling, Direct selling, Cross Selling, Reference Selling, Up selling.



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