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DRIVERS OF HIGH PERFORMANCE SALES FORCE: A STUDY OF SELECT CLUB MEMBERS OF LIC AGENTS
A.RAMESH
SR ASST PROFESSOR VIGNANA JYOTHI INSTITUTE OF MANANGEMENT,
HYDERABAD, TELANGANA
INTRODUCTION
Life Insurance industry
India's life insurance sector is the biggest in the world with about 36 crore policies which
are expected to increase at a compound annual growth rate (CAGR) of 12-15 per cent
over the next five years. The total market size of India's insurance sector is projected to
touch US$ 350-400 billion by 2020 from US$ 66.4 billion in FY13. Life Insurance
Corporation of India (LIC) was established in 1956, (Life insurance industry was
nationalized by the act of parliament in 1956) with the aim of distributing life insurance
widely and mainly to the rural areas to reach all insurable persons in the country, and
give them adequate financial cover at a reasonable cost. Life insurance industry was
liberalized in 1993 (currently over 23 players) so as to increase life insurance density
and penetration of the country. However, LIC continues to be the dominant player and
market leader. LIC also ranked among “Top-10 Most Trusted Service Brands in India”
and was voted as No.1 Most Trusted Insurance Brand in the ET Brand Equity-Nielson
Survey-2013.
Life insurance agents & Club Membership
Typically, becoming life insurance agent is considered as last resort among unemployed
youth as selling profession is not preferred. Life insurance agent is persona non grata in
Indian society. But thanks to competition and intense promotion efforts due to
advertising and internet technology ,increasing uncertainty and longevity, the need to
save, launch of innovative hybrid products ( like ULIP) the attitude towards life
insurance and agent has drastically changed in the recent decade. But being LIC
agent can also be quite lucrative as proved by Bharat Parekh’s (LIC Agent) annual
income is over Rs 4 crore, around five times more than the Rs 87 lakhs that LIC
chairman DK Mehrotra in 2012.1
Life insurance is typically complex and high involvement product, emphasizing the need
for effective personal selling. The old adage “life insurance is not sold but bought” also
underlines the need for relationship selling and customer orientation. Life insurance
Agents continue to be major channel for selling life insurance and LIC has formidable
agent strength of nearly 13 Lakhs. Although agents are the employees of LIC still they
constitute the back bone generating maximum business for the organization. The reach
of LIC in terms of branches and offices combined with agent force gives LIC a
sustainable competitive advantage over its competitors. LIC has developed a unique
system of incentives and perks to enhance agent’s performance. Club Membership is
the recognition bestowed upon the agents to increase their status in the society and in
the Corporation. The concept of club membership was started in 1971 and new clubs
were formed and rules are revised over a period of time.
To inculcate professionalism in agents, to motivate them for higher output and
consistency of business, and deliver quality service to policyholders and to accord them
a higher status in the organization and society, led to the formation of club memberships
at six levels. This is a landmark step to raise the status of the profession of life
insurance agent in India. LIC also conducts training to upgrade skills and knowledge.
Club membership based on business performance:
a. Distnguished agent club member
b. a.Branch manger’s club Member
c. b.Divisionalmamnager’s club Member
d. c.Zonal manager’s club Member1 http://articles.economictimes.indiatimes.com/2013-05-15/news/39282224_1_lic-agents-dk-mehrotra-life-insurance-corporation last visited on 7/4/2015
e. d.Corproate club Member
A slew of bnefits are provided to them such as (Office Allowance to maintain your own
office,Telephone/Mobile bill reimbursement.Reimbursement of Sales Promotional Gift
items,Interest free advance for purchase of Car/Motorbike,Interest free advance for
purchase of office equipments,nterest free advance for Training.Interest free Festival
Advance.Housing loan at concessional rate of interest. etc).The total monetary
equivalent of all above benefits ranges from INR 5,500 to INR 5,50,000, depending up
on level of Club Membership. There is a minimum amount of business they have to do
every year, to maintain their status as agents on LIC's records. Agents are organized
into a hierarchy of clubs - at the branch level which is the lowest, then the division, the
zone and finally the chairman's club. Movement from one to the other depends on the
amount of business procured. The criteria is commission earned on new and existing
policies and no of lives covered in force and no of lives covered. One senior LIC
agent claims that 80% of LIC's business comes from the top 20% of its agents. Club
Year is from1st Sep to 31st August.
Life Insurance Corporation of India (LIC) has topped the company ranking list of the
Million Dollar Round Table (MDRT)2 in 2014.The ranking has 6,730 MDRT members.
It has now been decided by LIC to encourage more agents to join this esteemed group.
LIC as the aim is to achieve 13,000 members this calendar year. M.D.R.T. is for one
Calendar Year.
For criteria see Table 1
2Founded in 1927, MDRT claims to be a “an independent association of more than 42,000 of the world’s leading life insurance and financial services professionals from more than 470 companies in 71 countries”.
Table 1- Criteria for Club Membership
Chairman club Zonal DM Branch
1.Minimum net lives for
entry/continuation in
particular year
40 30 20 15
2.Net lives no of lives or no
of lives in force in the years
130
600
100
400
80
250
50
150
Source- Table developed in discussion with the club members
To declare a club an agent should qualify for the “Qualifying Year” and “2 out of 3 years”
preceding the Qualifying year or continuously for 3 years, inclusive of Qualifying
Year.Ex: For Club Year 2014-15, the qualifying financial year is 2013-14
Changing landscape of personal selling and key influencers
Given the nature of the complex and high involvement life insurance product, diverse
nature of customers from well-informed and demanding customers to less
knowledgeable customers, calls for relationship selling .The advent of internet
technology and rising competition India requires high customer orientation in life
insurance industry.
Personal selling is essential to achieve success for firms operating in competitive
environment. (Anderson 1996, Baldauf and Cravens, 1999).There is a role transition
from sales generator to relationship builders with the customers. (Weitz& Bradford,
1999, Wilson 2000, Ingram et al, 2001)
Studies by (Williams and Attaway 1996) indicate the customer oriented selling leads to
establishment of customer relationship. Producing the best product is not sufficient and
it requires effective selling and emphasizing the need for salesmanship.
Training may increase salesperson’s performance (Anderson et al. 1995) and customer
orientation (Flaherty et al, 1999)
There are several variables such as motivation, sales aptitude and role stress, job
satisfaction, leader influence (Churchill et al. Corner and Dubinsky 1985) found to
impact sales performance.
Peak performance is attributed to additional work activity done by sales person and is
beyond the call of the duty. The performance culture nurtures peak performance. It calls
for discretionary effort. Internal marketing, internal customer satisfaction is and product
support are essential for high performance sales (Steven, J Skinner 2000).
Operational effectiveness in sales is possible with superior products, marketing support
and technology. Jerome et al). (Strong 1925) emphasized that personal selling
strategies should aim at achieving customer satisfaction and purchase.
Customer orientation
A customer is the most important visitor on our premises. He is not dependent on us.
We are dependent on him. He is not an interruption of our work. He is the purpose of it.
He is not an outsider of our business. He is part of it. We are not doing him a favour by
serving him. He is doing us a favour by giving us the opportunity to do so.”3
Customer oriented also involves low pressure selling (Bursk 1947) and need
satisfaction /problem solving approaches (Gwinner 1968)
Conditions for customer orientation (Robert Axe and Bathan A Weitz 1982)
a. Complex buying factors
b. Sales person can offer range of alternatives
c. Repeat sales & referrals are important
d. Sales people has cooperative relationship with customers
These conditions are prevalent in life insurance industry in India.
3 Mahatma Gandhi In a speech in South Africa in 1890
Robert Axe and Burton A weitz (1982) have defined a scale “SOCO- Selling orientation-
customer orientation”. It consists of two components 1. Relations (the degree of long
term and cooperative relationship with customers) 2. Ability to help (product fit, support
by company, internal marketing and training, ability to spend time with customers, trust,
customers rely on sale persons knowledge and skills
Customer oriented selling involves sales people preaching the marketing concept at the
salesperson buyer interface (Saxe and Weitz 1982)
World class selling in B2B marketing
Sales performance is combination of outcome sales performance (targets, volumes, and
sales revenues) and behavioral sales performance.
(Stevens and Kinni 2007) have identified seven factors that determine B2B customers
believe that define world class sales person
1. Personally manages customer’s desired results 2.Understands customers business
3. Act as customer advocate 4.Has knowledge of applications and solves customer’s
problems
5. Easily accessible and innovative in response to customers’ needs
Gaps in the study – To our knowledge, the studies sparse in the domain of high
performance sales force in Indian life insurance industry.
Objectives of the study – The study attempts to understand the key drivers of
performance in terms of key dimensions (sales strategies, segments and relationship
building). The study also attempts to develop conceptual models for understanding the
above mentioned aspects of high performance sales force in life insurance industry.
Methodology– The study uses qualitative research using depth interviews to gain
insight into key drivers of high performance sales force. The study is restricted to
Hyderabad city and only to LIC. The manual coding is done to identify the dimensions.
Given the paucity of time the no of respondents contacted and interviewed: See Table 2
Table 2 – Profile of the respondents
No of chairman club
members
interviewed
No of divisional club
members
interviewed
No of MDRT
Members
interviewed
(these members
also chairman and
zonal club
members)
10 10 10
Male 5 5 5
Female 5 5 5
Some members have graduated linear progression from branch to Divisional; some
embers reached the respective club membership directly for the first time.
The findings from the study:
Business development strategies /sales strategies
From the depth interviews, it was observed that most of the customers rely on
references and centers of influence (union leader, teacher, parents etc) who may be his
friend or customer for new business. They achieve the targets, given the large
established client base developed by them over the years. The agents try to pitch new
products for the existing customers depending on the need of the customer. Agents also
do cold canvassing and convert walk-in customers. Agents also visit government
employees whenever the pay scales are revised or DA is increased. April to June is
lean periods (customers postpone their financial commitments, summer vacation for
children and schools start in March and they incur expenses) and peak period is from
December to March (used for Tax planning). Agents also mee
t professional group members (doctors, architects etc).Agents plan and control their
operations on their own to achieve targets. Cold calls are used to lesser extent as they
have established large customer base. Most of the club member agents maintain
database of customers and use it for planning on daily and monthly basis.
Some of the comments from chairman club members:Service and trust are key to develop prospects from existing customers.
We try to sell new products to existing customers
We sell products to other qualified and eligible family members
The customer’s base developed over the years puts in good position to achieve targets
We target some high income customers
We rely on middle class mass segment
Divisional club members of agentsSometimes we also do cold calling
We use centers of influence to reach out more number of customers
We get references from existing customers
I try to meet 5-10 new customers per day
I visit government employees whenever pay scales are revised or increase in DA
We also sell to professionals
We also try to meet and sell to NRI AND HNI customers
Even small premium customers important to us
We try to meet and service customers on Saturdays and Sundays
MDRT club membersI try to rely on high income professional groups (doctors)
I try to meet NRI AND HNI customers though references
We use centers of influence to reach to more customers
We service small to medium premium size customers
Quality of service is important
Sometimes we cannot make any deals and we should not lose patience
I make three calls to prospects; if there is no response else I drop,
Based on the above insights we develop the model for business development
strategies: see Figure 1 for business development strategies and Figure 2 for
market segments
Methods for new business
Prospects Cold calls Walks in at agents
office
Existing customers
Cross sell Referrals ( friends,
relatives
Centers of influence,
sell to other family
members
Figure 1 Market segment source – developed by the author Source – developed by the author
High premium Medium premium
Premium segment Popular – Mass
segment
High end – super
Premium segment
Low end segment ( low
premium)
Figure 2-Market Segments
High vo
low vol
Market segments
Market segments may be classified into four segments based on volumes of customers
and premium amount. MDRT members rely predominantly on premium segment, and
they may some super premium, customers in their kitty. While all the Divisional and
chairman club members rely on popular and premium, and low end segments. (In the
order)
Relationship building and social bonding:
The following observations emerged from the depth interviews:
The agents render desirable and essential services such as (nomination changes,
premium collection, loan, policy surrender and maturity). The quality of the service leads
to forge relationship and gain trust of the customer. Sometimes the agents render
service, beyond the call of the duty, such as visiting them at odd hours etc. Agents over
a period may become advisors and even attend to the customer’s emergencies. Agents
visit their customer homes for official purpose and sometimes attend functions. Agents
exchange greetings though SMS.
Some comments from the club members of the agent: We attend even their emergencies- MDRT and chairman club member
We are part of the family for some clients - chairman club member
We visit their homes- MDRT and chairman club member
We are invited to their functions- divisional club member
We go beyond the call of the duty and address any other problems and offer advices
I do careful analysis of his needs and advise accordingly
I offer excellent post sale services to gain trust and get references – chairman club and
Divisional club member of agent.
I remind them that they have to pay premiums and go for premium collection
Some elderly people sit in our offices to pass time and later give references
: Based on the above insights we develop the model see Figure 3 .The relationship
building comes from strong customer orientation services and social equity.
Official Personal
Relationship building approaches Figure 3 Source – Developed by the author
Company support and internal marketing
Beyond the call of the duty Becoming advisor for other issues
Discretionary effort attend emergencies Ex- Going to customers at odd hours
Send sms greetings
Attend events
Essential and desirable customer personal visits Support Services
Loan, policies surrender, maturity,
Nomination change, pre sales need
Identification
It was observed that agents take pride in their company (LIC) and firmly believe that
because of good products and marketing, training support they are able to achieve their
targets. The reward system and internal competitions held every month also motivates
them. LIC gives the list of customers from whom premiums have to be collected and this
act as good database for planning their effort. Some members get support from branch
managers. Agents believed that competition has increased marketing effort and internet
technology also helped to spread life insurance education and quality service to the
customers (online payment etc).
Some comments from club members:I take internal competitions very seriously
I attend training programs regularly conducted by LIC
I attended LUGI programs on my own expenses
LIC is a trusted brand and has good product portfolio
Attitude and motivation Most of the agents have more than decade of experience and have high vocational self
esteem. They believe persistency in efforts and patience. They plan daily and monthly
basis to achieve the targets. They are motivated to become club memberships because
of monetary benefits and esteem needs.
Some comments from club members:I am doing service to society chairman club and MDRT MEMBER
The need for life insurance has increased manifold compared to yester years
Club membership is great achievement- Divisional club member
Life insurance selling is a concept selling- Chairman club member
The club membership challenges us and gives out to deliver best – MDRT member
Based on various key dimensions, (business development strategies, relationship
building and customer orientation) the model is proposed see Figure 4
Sales strategies /Business development strategies
High performance
Commissions earned
Premiums collected
No of lives in force
Mediating variables
Customer orientation & Relationship building
Large Customer base
Figure 4-Model of high performance sales force in life insurance - Source: Developed by the author
The club members of agents adopt different segment strategies but involve customer
orientation and eventually build long relationship with the customers. However these
emerge as part of the process and may be considered as mediating variables. This
eventually results in development of large customer base, which is leveraged for getting
renewal premiums and referral customers. The high performance is not possible without
internal marketing, hence these variables (ex- good product, training, and customer
support) are considered as moderating variables.
Conclusion
Customer oriented selling approaches and diverse selling strategies are required to
achieve high performance at club memberships. Agent develops strong and large
customer base over the years, before becoming club members, which becomes useful
to them for generating business and achieving targets.LIC Agent club members are able
to achieve sales performance and build strong social relationship with customers. The
sales strategies adopted differed from MDRT to club members of LIC. But the sales or
business development strategies do not significantly differ across Chairman and
Divisional club members, although priority of market segments chosen may defer.
Agents or club members have their own self planning and control mechanisms to
achieve targets, which are quite exemplary in these days of high performance sales
driven organizations. High performance culture and internal marketing are prerequisites
to high performance of sales force and the onus of it rests on the organization. Agent’s
Moderating variables
Internal marketing: Good product, Sales training, Promotion support, customer support
skills and competencies need to be cultivated to discharge their duties effectively
towards policyholders and also geared towards high performance. Some aspects of the
world class selling in B2B may also be related and applied to B2C especially in life
insurance selling. Conceptual models developed facilitate understanding of the high
performance sales force across several key dimensions. In the days of technology
based buying, life insurance buying in India, perhaps stands tall with high degree of
social and relationship based selling. This underlines the need for personal touch in
addition to technology. The high performance sales model can be quantitatively tested
for further research. The support systems required for high performance can also be
explored for further research (training needs, technology etc).the study can be extended
into high performance sales force of private life insurance organizations and extended
to other club members of LIC.Customer perception of high performance sales force
and service quality or degree of high pressure and low pressure selling tactics, can also
be examined for further research. The study makes modest contributions in gaining
insight into drivers of high sales force performance which can be used to motivate the
other members and assist in planning the systems for internal marketing.
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