This document provides information about identifying clients and marketing strategies for CASA (current account and savings account) banking products. It discusses: - The importance of banks and their roles in collecting deposits and providing credit. - What CASA accounts are and how they combine features of savings and checking accounts. - Methods for generating leads and sourcing prospective clients, including telemarketing, branch visits, referrals, and direct sales agents. - The process for opening CASA accounts once a lead is generated. - Marketing strategies banks use, such as promoting through branches and a dedicated sales team using materials like pamphlets and advertisements. - Guidelines for direct sales agents in lead generation and conducting sales

1. ASIBAS
CASA SALES MANAGER
MODULE 1
IDENTIFICATION OF CASA CLIENTS
BY
Prof.( Dr.) Narinder Kumar Bhasin
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2. ASIBAS
Importance of Banking
• The banking sector was always deemed to
be one of the most vital sectors for the
economy to be able to function.
• Its importance as the “lifeblood” of
economic activity, in collecting deposits
and providing credits to states and people,
households and businesses is
undisputable
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3. ASIBAS
Role of Banks
• Banks play an important role as an intermediary, or go-between, in the
financial system.
• They have three main functions:
• Banks are where people can safely deposit their savings, which banks then
pay interest on.
• Lending and Investments.
• Banks are largely responsible for the payments system.
• Purpose of Banks.- A Bank is a financial institution which is involved in
borrowing and lending money. Banks take customer deposits in return for
paying customers an annual interest payment. The bank then use the
majority of these deposits to lend to other customers for a variety of loans.
• Bank provides funds for business as well as personal needs of the
individuals. they play a significant role in the economy of a nation.
• It acts as an intermediary between people having surplus money and those
requiring money.
• It facilitates business transactions through receipts and cheques instead of
currency.
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4. ASIBAS
Business of Trust
• Banking is business of trust of their customers ,
stakeholders and investors.
• Banking is different from FMCG Business
• Banking products are not tangible and its all
about services and customer get satisfaction
after opening their accounts or relationship
• Customer satisfaction means the matching of
customer expectation with products offered as
per needs of customer
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5. ASIBAS
Meaning of CASA
• Current Account -
• Current accounts are specially for customers those who have to
carry out business and large number of transactions in the account
every day. There are no restrictions on the number of transactions in
current accounts.
• No interest is paid on the balances in current accounts.
• • Savings Account:-
• Savings Bank accounts are specially for individual persons or jointly
individual (Joint Account), which have a transaction limit at every
day. i.e. Cash withdrawn once at a day and 100 times deposition at
every year.
• Bank Pay interest on this account. i.e. Currently about 3% to 3.5%
Interest rate on saving account
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6. ASIBAS
WHAT IS CASA
• The CASA is a non term deposit, meaning it is used for the everyday
banking and savings needs of the consumer.
• This type of account does not have a specific maturity or expiration
date, so it is valid for as long as the account holder needs it to
remain open.
• This is in contrast to a term deposit, which is open for a certain
period of time. After the maturity date, the bank or institution pays a
certain amount of interest on the principal balance
• A current account savings account (CASA) is aimed at combining the
features of savings and checking accounts to entice customers to
keep their money in the bank
• It pays very low or no interest on the current account and an above-
average return on the savings portion.
• CASA is most commonly used in West and Southeast Asia, though
the CASA structure is available globally.
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7. ASIBAS
LEAD GENERATION & SOURCING
• To identify the prospective customers for selling the CASA products.
It is done by -
• Telecasting / Tele calling
• Selling to prospects who walk into the bank branches
• Marketing campaigns
• Door to door compaign
• Repeat business of existing customers
• Sales office of the bank or direct sale channels
• Sales executive of direct selling agents
• Any other method to generate the lead for business
• Feed in the Lead Management System
• Other methods as specified by banks and RBI from time to time
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8. ASIBAS
PROCEDURE
• The leads or details of prospective customers who are interested in a
CASA product are fed into a Lead Management System (LMS)
• LMS routes the lead to the sale executive who is in charge of the
area where the prospective customer is located
• The sale executive who has online access to LMS, contacts the
prospect and explains to him the details of CASA account to be open
by customer
• He is requested to submit the account opening form with documents
required for opening CASA Account
• Sale executive will assist the customer to fill up the application and
compile the required documents
• Sale executive will submit the account opening form with documents
to bank branch.
• Bank branch will scrutinize the same and procced further to open the
account as per bank system and procedure through their CPU
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9. ASIBAS
Marketing Strategy
• The bank has two ways of marketing namely:-
• 1. Through Branch
• 2. Through Sales Department
• 1. Through Branch:-
• In this method they talk directly to the existing customers
about the various new schemes and other important
information.
• According to the bank people this method is effective but the
information does not go to large number of people.
• Because of this method the people are not aware of various
schemes and important announcements about bank so they
cannot open account with us.
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10. ASIBAS
• 2. Through Sales Department -
• • In this method the sales department employees take
the whole responsibility of giving the information to
common people about the new schemes and facilities.
• • The employees take the help of pamphlets,
advertisement in television, etc. go door-to-door for
distributing pamphlets, give advertisements on internet
on various websites most visited by people, etc.
• • This method has positive impact that the people come
to know about the various new schemes and facilities.
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11. ASIBAS
LEAD GENERATION BY
Direct Selling Agents
• DSA builds a client base for banking direct sales through prospecting,
networking & referrals
• Develop new business prospects in specific geographic areas through
cold calls
• Interacts with existing customers to increase sales of the bank products
and services
• Requires a high school certificate or equivalent and 2-4 years of
experience in related area
• Familiar with standard concepts, practices and procedures within a
particular field
• To identify opportunities for sale of financial products
• Consolidating the data base of potential customers
• Elaborating individual sales plan
• Direct selling of CASA products
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12. ASIBAS
IBA Model code of conduct
for DSA
• Tele-calling a prospect ( a prospective customer)
• When you may contact a prospects on telephone
• Can the prospect interest be discussed with anybody else
• Leaving messages and contacting persons other than the
prospects
• No misleading statements / misrepresentation permitted
• Telemarketing etiquettes- pre calls, during calls and post calls
• No Gifts or bribes
• Precautions to be taken on visits / contacts
• Appearance and dress code
• Handling of letters & other communication
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13. ASIBAS
Marketing Vs Sales
• Marketing and sales are both aimed at increasing
revenue.
• They are so closely intertwined that people often don't
realize the difference between the two.
• Indeed, in small organizations, the same people typically
perform both sales and marketing tasks.
• Marketing is the process of identifying, anticipating and
then meeting the needs and requirements of customers
in order to make a profit.
• In contrast, selling involves persuading customers that
your products or services provide the benefits that they
are looking for.
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Marketing is not selling
• Selling may be a part of marketing as it involves one-to-
one customer interaction, but it is not marketing.
• By understanding the differences between a marketer
and a salesperson, companies can therefore plan better,
market better and sell better!
• Sales department" can be defined as the division of a
business that is responsible for selling products or
providing services, according to Reference.com.
• It is also known as the "sales division" and is partnered
with marketing in a reciprocating relationship within the
world of business.
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15. ASIBAS
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Selling Vs Marketing
• Selling
• Operational Activity
• Product focused
• Oriented to needs of
customers
• Encashes profitable
opportunity
• Aims at earning profits by
maximizing sales volumes
• Marketing
• Total Management concept
:Identifying needs and
developing products suitable to
customers
• Customer focused
• Oriented to needs of buyers
• Converts customer needs into
such opportunities
• Earning profits by maximizing
customer satisfaction
• Selling is a part of marketing

16. ASIBAS
Group Activity 1
• Axis Bank CASA
Products
• ICICI Bank Casa
Products
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17. ASIBAS
Group Activity 2
• SBI CASA Products • PNB Casa Products
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18. ASIBAS
• THANK YOU
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