Page 36 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Sales and Promotions Management

Notes channels like newspaper advertisements and referral schemes are also used for FPA
recruitment, the personal network of SMs is critical. The referral method is also popular.
Many managers mentioned that earlier FPA selection was not rigorous, though selectors
(BMs) made efforts to understand the motivation of prospects. The Sales HR16 Head,
Rahul, admitted, "We did make some mistakes, leading to FPAs taking shortcuts and
customer dissatisfaction. We took strong remedial action and publicized the action(s) in
the local press. Awareness about consequences of unacceptable behavior or practices was
ingrained among FPAs. Now, the recruitment process has been streamlined. We started
inviting prospective advisors for a formal Business Opportunity Presentation (BOP) and a
sales screening test (developed by LIMRA)." BOP focuses on the merits of being an FPA
and the advantages, including opportunity to earn and other benefits like status, using
one's social network, etc. However, there were observations from the field about sacrificing
set processes (like reference checks) when there is pressure to recruit. With so many
operators, finding good talent was a difficulty faced by the industry. 'Catch Them Young'
was an Aviva India program launched to make higher secondary school students interested
in insurance careers. Started in Delhi, it has been cascaded to other zones.

IRDA specifies that each advisor needs to undergo 50 hours (earlier 100) of classroom
training and clear an examination conducted by Insurance Institute of India (III) to obtain
the licence.

Source: www.findarticles.com

2.2 Selection

The process of selection of sales personnel differs from company to company depending upon
the requirements. The applicant goes through various stages and the chances of selection get
better as more and more stages are cleared. It is important for the company to find the suitable
candidate, how he would be an asset to the company as well as fit well so that his requirements
are also met.
2.2.1 Selection Process

As shown in the Figure 2.1, a commonly used selection process consists of seven steps. These are:
1. Preliminary Interview
2. Formal Application
3. Interview

4. Reference Check
5. Testing
6. Physical Examination
7. Employment Offer

Preliminary Interview

The initial screening is usually undertaken by the receptionist in the employment office. This
interview is essentially a sorting process in which perspective applicants are given the necessary
information about the nature of the jobs in the organisation. The necessary information then is
elicited from the candidates relating to their education, experience, skill, salary demanded, the

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