Importance of Cross Selling

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Compiled by Soumya Datta CROSS SELLING Cross Selling means selling an additional product/service to an existing customer which fosters brand loyalty. It costs a bank five times less to cross sell an existing client than to acquire a new one. Cross selling helps banks to plan, implement and maintain better customer relationship management programs. The success of cross selling depends on offering at the right time, the relevant product to the customer. In the present interest rate regime, as the ‘spread’ of Banks and financial institutions is diminishing by the day, Cross Selling business has acquired greater focus with the objective of further augmenting miscellaneous and fee based income. The objective of the Bank is to leverage the Bank’s connections with the various CAG/MCG/large SME units to establish/increase cross sell of our retail PB products as well as products of our selected channel partners to constituents of these units, viz., owners / promoters, directors, employees, related vendors and dealers. Presently in SBI, the various cross-selling products are as follows : a) SBI LIFE products b) Mutual Funds of SBI MUTUAL Fund, UTI Mutual Fund, Tata Mutual Fund, Franklin-Templeton Mutual Fund and Fidelity Mutual Fund c) SBI General Insurance d) SBI Credit Card e) Western Union Money Transfer Focusing on selling a boutique of products would also make the bank/branch a one stop source of financial services/investment products, thereby contributing to the all important matter of customer loyalty/stickiness and to garner the maximum wallet-share. Incidentally, the product-customer ratio in our Bank is significantly lower than that of private Banks and foreign Banks. Hence, Cross-selling has acquired strategic
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