A new chapter of sales culture has begun in the banks with a hope to get significant improvement in their growth. To build strong relationships, banks are giving their customers a service they are desperately looking for and, in exchange, customers are willing to provide favors for something they see as value. More and more banks across the country are adopting this education based marketing approach bundling with the strategy of cross selling. And every community bank has plenty of cross-sell opportunities which are both available and achievable, if the employees are well tuned with it. This paper studies the factors influencing a bank employee, when he undertakes cross selling activity. The results showed that a Win-win for both employees and customers followed by well equipped employees, perceived benefits and balanced work are the most important factors that influence bankers. Additionally, technological access to CRM tools, regular meeting and other supervisory actions are other factors taken into consideration.
Cross selling, Indian Banks, Bankers and cross selling
