Guidelines for success of sales personnel in fund management, deposits, and loans products at ABC bank, located in Samut Prakarn Province.

Abstract

          This research aims to achieve 2 objectives: 1) Study the success factors of sales personnel in products such as funds, deposits, and loans at ABC Bank located in Samut Prakarn Province. 2) Propose strategies for developing bank personnel to succeed as sales personnel in these product lines. This qualitative research utilizes in-depth interviews with PB Retail and business banking employees (notable performers) of ABC Bank in Samut Prakarn Province. Purposive sampling was employed to select these specific groups to gather data for guiding personnel development strategies aimed at achieving success as sales personnel in fund management, deposits, and loans. The study findings reveal that key factors influencing success as a salesperson include product knowledge. Sales personnel must possess comprehensive understanding of the products they sell and be able to answer client questions about these products. Sales skills and effective communication are crucial, ensuring accurate and complete product presentations. Mobile sales tools facilitate to quick and convenient for access to information, while brochures allow clients to further explore their interests. These factors contribute to success in sales of funds, deposits, and loans. Personnel development strategies include comprehensive training in product knowledge to ensure all employees have a thorough understanding of the products. Training also covers sales personnel skills and communication techniques to effectively convey product benefits to clients. Relationship-building training aims to establish trust and encourage clients to rely on bank representatives for their product needs. Trustworthiness and personal image are crucial factors that clients consider when evaluating salespersons.