i

Summer Internship Project Report

A Study on the Sales Process at

ShareKhan Ltd.

Submitted in partial fulfillment of the

Requirements for the award of Post Graduate Diploma in Management (PGDM)

JAIPURIA INSTITUTE OF MANAGEMENT NOIDA

2012-14

Submitted By:

SOUMYAJEET PATRA

PGFB 1255

Submitted To:

Dr. Banasree Dey

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DECLARATION

I hereby declare that the Summer Training Report entitled “A Study on the Sales Process at

ShareKhan Ltd.” is an authentic record of my own work as requirements of 6 weeks

Summer Training during the period from 15th

April to 15th

June for the award of degree of

PGDM (Post Graduate Diploma in Management), Jaipuria Institute of Management, Noida

under the guidance of Dr. Banasree Dey.

(Signature of student)

Soumyajeet Patra

PGFB 1255)

Date: ____________________

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ACKNOWLEDGEMENT

A project is never the work of an individual. It is moreover a combination of ideas,

suggestions, review, contribution and work involving many folks. It cannot be completed

without guidelines.

I feel pleasure in expressing my deep heartily & profound sense of gratitude to honorable my

company guide Mr. Ravi Verma & Mr. Amit Sharma and my faculty guide Ms. Susmita Paul

under their proper benevolence guidance for practical aspects of study progressed . The goal

of new idea and development can only be obtained by hard working it is only key to success.

One to achieve success, the best way is suggestion and guidance provided by one’s mention.

I acknowledge my inner most gratitude my company & faculty guide for their best co-

operation and kind assistance during framing of this project.

Finally I would like to convey my heartiest thanks to my well-wisher because of their blessing

co-operation throughout my study. They boost up me every day to work with a new and high

spirit.

SOUMYAJEET PATRA

PGFB 1255

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Table of Contents

DECLARATION ...................................................................................................................... I

ACKNOWLEDGEMENT ...................................................................................................... II

LIST OF FIGURES ................................................................................................................. V

LIST OF TABLES ................................................................................................................... V

EXECUTIVE SUMMARY ................................................................................................... VI

CHAPTER 1: COMPANY DESCRIPTION .......................................................................... 1

1.1 Overview of Industry As A Whole .................................................................................... 2

1.2 Profile of the Organisation................................................................................................. 5

1.3 Hierarchy in Sharekhan ................................................................................................... 12

1.4 SWOT Analysis ................................................................................................................. 13

1.5 Problems of the Organisation ........................................................................................... 17

CHAPTER 2: JOB DESCRIPTION ..................................................................................... 20

2.1 Comparative Analysis of Stock Brokers in DELHI Region ....................................... 21

2.2 Types of the Products and Features ................................................................................ 24

2.3 Sharekhan Services .......................................................................................................... 30

2.4 DEMO of Online Trading ................................................................................................ 33

2.5 Marketing strategy ........................................................................................................... 42

2.6 UNIQUE OBJECTIVE OF THE COMPANY .............................................................. 44

CHAPTER 3: ANALYSIS OF JOB DONE ........................................................................ 45

3.1 Student’s work profile (role and responsibilities) : ....................................................... 46

3.2 Generation of leads: ......................................................................................................... 46

3.3 Analysis of Calling ............................................................................................................ 47

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3.4 Analysis of the Investment preference ............................................................................ 49

CHAPTER 4: LEARNING OUTCOMES .......................................................................... 46

4.1 Client Relationship Management .................................................................................... 53

4.2 Client Handling Skills ...................................................................................................... 53

4.3 Communication skills ....................................................................................................... 53

4.4 Operations of the brokerage industry ............................................................................ 54

4.5 Familiarity with the trading basics ................................................................................. 54

CHAPTER 5: RECOMMENDATIONS & LIMITATION ................................................ 55

5.1 Limitations: ....................................................................................................................... 56

5.2 Problems faced while selling products: .......................................................................... 58

Appendices ............................................................................................................................. viii

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List of Figures

Figure 1: Graph 3.1 Responses from Clients...............................................................49

Figure 2: Graph 3.2 Numbers of Clients in each Category .................................51

List of Tables

Table 1: Hierarchy in Sharekhan ........................................................................................12

Table 2: On the Basis of Charges .......................................................................................21

Table 3: On the Basis of Facilities .....................................................................................23

Table 4: CHARGE STRUCTURE OF SHAREKHAN .........................................................27

Table 5: DEPOSITORY CHARGES OF SHAREKHAN ....................................................28

Table 6: Responses of the Clients ....................................................................................47

Table 7: Category of trading in reference to Relationship Managers ..........50

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Executive Summary

This report is all about the sale process at Sharekhan ltd. And the main aim of this report is to

have an adequate knowledge of products and services of share market and also increase

awareness among people of this company. Sharekhan is a brokering firm which deals in the

stock market.

Conceptually the mechanism of stock market is very simple. People who are exposed to the

same risk come together and agree that if anyone of the person suffers loss the other will share

the loss & make good to the person who lost.

The initial part of the project focuses on the job & responsibilities. I was allotted as a summer

trainee. It also makes the readers aware about the techniques & methodology used to bring

this report alive.

It enlightens the readers about Sharekhan ltd. strategies to acquire new customers. Further the

project tells us the profile of the company. It provide knowledge to the readers regarding the

company’s history, mission, vision, customers base & the reason to be associated with the

company .Also it gives special emphasis on the selling of products & management of the

company.

There is growing competition between brokerage firms in post reform India. For investor it is

always difficult to decide which brokerage firm to choose. Research was carried out to find

which brokerage house people prefer and to figure out what people prefer while investing in

stock market.

This study suggests the overall process of sales at Sharekhan Ltd., from the scratch i.e. from

telecalling to fixing appointments with the client, from which a rigid analysis was carried out.

In the broking firm the client and the client database is the asset of the company, the

management of such an asset is very important. The client database keeps on growing if it is

well managed, on addition of the new clients we should not compromise with the service of

the old clients. By this project we came to know how the database is managed in the

company.

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Through this report we were also able to understand, what are our Company’s (Sharekhan

Ltd.) positive and strong points, on the basis of which we come to know what can be the basis

of pitching to a potential client. We also gave suggestions to the company, what improvement

can be done to our product.

The next part of the project throws light upon my findings & analysis about the company.

CHAPTER 1: Company Description

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Company Description

1.1 Overview of Industry As A Whole

1.1.1 STOCK EXCHANGE

A stock exchange, share market or bourse is a corporation or mutual organization which

provides facilities for stock brokers and traders, to trade company stocks and other securities.

Stock exchanges also provide facilities for the issue and redemption of securities, as well as,

other financial instruments and capital events including the payment of income and dividends.

The securities traded on a stock exchange include: shares issued by companies, unit trusts and

other pooled investment products and bonds. To be able to trade a security on a certain stock

exchange, it has to be listed there.

NSE

The National Stock Exchange of India Limited (NSE) is a Mumbai-based stock exchange. It is

the largest stock exchange in India and the third largest in the world in terms of volume of

transactions. NSE is mutually-owned by a set of leading financial institutions, banks, insurance

companies and other financial intermediaries in India but its ownership and management operate

as separate entities. NSE has a market capitalization of around US$1 trillion and over 1,652

listings as of July 2012.

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NSE Mission

NSE’s mission is setting the agenda for change in the securities markets in India. The NSE was

set-up with the main objectives of:

Establishing a nation-wide trading facility for equities, debt instruments and hybrids,

Ensuring equal access to investors all over the country through an appropriate

communication network,

Providing a fair, efficient and transparent securities market to investors using electronic

trading systems,

Enabling shorter settlement cycles and book entry settlements systems, and

Meeting the current international standards of securities markets.

The standards set by NSE in terms of market practices and technology have become industry

benchmarks and are being emulated by other market participants. NSE is more than a mere

market facilitator. It's that force which is guiding the industry towards new horizons and greater

opportunities.

BSE

The Bombay Stock Exchange (or BSE) is the oldest stock exchange in Asia. It is located at

Dalal Street, Mumbai, India.

The Bombay Stock Exchange was established in 1875. There are around 5000+ Indian

companies listed with the stock exchange, and have a significant trading volume. The companies

listed on BSE Ltd command a total market capitalization of USD Trillion 1.32 as of January

2013.. The BSE SENSEX (Sensitive index), also called the "BSE 30", is a widely used market

index in India and Asia. It is also one of the world’s leading exchanges (3rd largest in

December 2012) for Index options trading.

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1.1.2 Primary market

The primary is that part of the capital markets that deals with the issuance of new securities.

Companies, governments or public sector institutions can obtain funding through the sale of a

new stock or bond issue. This is typically done through a syndicate of securities dealers. The

process of selling new issues to investors is called underwriting. In the case of a new stock issue,

this sale is an initial public offering (IPO). Dealers earn a commission that is built into the price

of the security offering, though it can be found in the prospectus.

This is the market for new long term capital. The primary market is the market where the

securities are sold for the first time. Therefore it is also called New Issue Market (NIM).

Primary issues are used by companies for the purpose of setting up new business or for

expanding or modernizing the existing business.

1.1.3 Secondary market

The secondary market is the financial market for trading of securities that have already been

issued in an initial private or public offering. Alternatively, secondary market can refer to the

market for any kind of used goods. The market that exists in a new security just after the new

issue is often referred to as the aftermarket. Once a newly issued stock is listed on a stock

exchange, investors and speculators can easily trade on the exchange, as market makers provide

bids and offers in the new stock.

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DEMAT A/C

Demat a/c is just like a saving a/c. In saving a/c we save our money and in demat we deal in

share market. Demat is dematerialization and trading in the demat mode. It is safer and faster

alternative to the physical existence of securities. Demat as a parallel solution offers from

delays, thefts, forgeries, settlement risk and paper work. This system works through depository

participants (DP) who offer demat services and the securities are held in the electronic form for

the investor directly by the depository.

1.2 Profile of the Organisation

1.2.1 ABOUT COMPANY

(Products)

The company has eighty years of experience in brokering business it was earlier known as SSKI

Group. The owner of the company is Mr. Dinesh Murikya. Sharekhan is one of the leading retail

brokerage firms in the country. It is the retail broking arm of the Mumbai-based SSKI Group,

which has over eight decades of experience in the stock broking business. Sharekhan offers its

customers a wide range of equity related services including trade execution on BSE, NSE,

Derivatives, depository services, online trading, investment advice etc.

The firm’s online trading and investment site-www.Sharekhan.com-was launched on Feb 8,

2000. The site gives access to superior content and transaction facility to retail customers across

the country. Known for its jargon-free, investor friendly language and high quality research, the

site has a registered base of over 4 lakhs customers. The number of trading members currently

stands at over 3 Lakhs. While online trading currently accounts for just over 1 per cent of the

daily trading in stocks in India, Sharekhan alone accounts for 22 % of the volumes traded

online.

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The content-rich and research oriented portal has stood out among its contemporaries because of

its steadfast dedication to offering customers best-of-breed technology and superior market

information. The objective has been to let customers make informed decisions and to simplify

the process of investing in stocks. On April 17, 2002 Sharekhan launched Speed Trade, a net-

based executable application that emulates the broker terminals along with host of other

information relevant to the Day Traders. This was for the first time that a net-based trading

station of this caliber was offered to the traders. In the last six months Speed Trade has become

a de facto standard for the Day Trading community over the net. Sharekhan’s ground network

includes over 250 centers in 123 cities in India, of which 20 are fully-owned branches.

SSKI

With a legacy of more than 80 years in the stock markets, the SSKI group ventured into

institutional broking and corporate finance 18 years ago. Presently SSKI is one of the leading

players in institutional broking and corporate finance activities. SSKI holds a sizeable portion of

the market in each of these segments. SSKI’s institutional broking arm accounts for 7% of the

market for Foreign Institutional portfolio investment and 5% of all Domestic Institutional

portfolio investment in the country. It has 60 institutional clients spread over India, Far East, UK

and US. Sharekhan is the retail broking arm of SSKI, an organization with more than eight

decades of trust & credibility in the stock market.

Amongst pioneers of investment research in the Indian market.

In 1984 ventured into Institutional Broking & Corporate Finance.

Leading domestic player in Indian institutional business

SSKI GROUP COMPANIES

SSKI Investor

Services Ltd (Sharekhan)

S.S. Kantilal Ishwarlal Securities

SSKI Corporate FinanceIdream Productions

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1.2.2 TECHNOLOGY USED BY COMPANY

Sharekhan has always believed in investing in technology to build its business. The company

has used some of the best-known names in the IT industry, like Sun Microsystems, Oracle,

Microsoft, Cambridge Technologies, Nexgenix, Vignette, Verisign Financial Technologies India

Ltd, Spider Software Pvt. Ltd. to build its trading engine and content.

1.2.3 SHAREKHAN BUSINESS

1 Brokering business

2 White feathering house production

VISION

To be the best retail brokering Brand in the retail business of stock market.

MISSION

To educate and empower the individual investor to make better investment decisions through

quality advice and superior service.

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1.2.4 Branches all over India

1.2.5 AREAS OF INVESTMENT THROUGH SHAREKHAN

Derivative

Commodity

Equity

IPO’s

DERIVATIVE MARKETS

Financial markets are, by nature, extremely volatile and hence the risk factor is an important

concern for financial agents. To reduce this risk, the concept of derivatives comes into the

picture. Derivatives are products whose values are derived from one or more basic variables

called bases. These bases can be underlying assets (for example forex, equity, etc), bases or

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reference rates. For example, wheat farmers may wish to sell their harvest at a future date to

eliminate the risk of a change in prices by that date. The transaction in this case would be the

derivative, while the spot price of wheat would be the underlying asset.

Development of exchange-traded derivative

Derivatives have probably been around for as long as people have been trading with one

another. Forward contracting dates back at least to the 12th century, and may well have been

around before then. Merchants entered into contracts with one another for future delivery of

specified amount of commodities at specified price. A primary motivation for pre-arranging a

buyer or seller for a stock of commodities in early forward contracts was to lessen the possibility

that large swings would inhibit marketing the commodity after a harvest.

The need for a derivative market

The derivative market performs a number of economic functions:

1. They help in transferring risks from risk adverse people to risk oriented people.

2. They help in the discovery of future as well as current prices.

3. They catalyze entrepreneurial activity.

4. They increase the volume traded in markets because of participation of risk averse People in

greater numbers.

5. They increase savings and investment in the long run.

COMMODITY

Although commodity derivatives command a humble share of 6% in the derivatives segment

across the world, yet these record high volumes in the markets the world over compared to

equity derivatives. In an era where risks to investments are on the rise, India needs to switch to

commodity derivatives and also to weather derivatives (when these are launched), if it needs to

top the list of developed nations. Of course with the other asset classes offering attractive

returns, "Why Commodities?" is the inevitable question that pops in one's mind today, more so

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considering that the BSE Sensitive Index is scaling new highs by the day. Well, despite offering

relatively lower returns, commodity derivatives provide unique money-making opportunities to

a wider section of market participants, starting from planters to exporters, importers et al. And to

the agrarian Indian population commodities are obviously not new, nor are the advantages of

trading in them unknown.

1. No balance sheet, P&L statement, EBITDA and reading between the lines. Commodity

trading is about the simple economics of supply and demand.

2. Supports are known, only resistance matters! Minimum support price acts as a statutory

support for many commodities.

3. No Dollar-Rupee premiums/discounts. No hedging on the NYMEX. Indian commodity

derivatives hedge both forex and commodity specific risks at a single cost.

4. No breaking of heads over market direction. Seasonality patterns quiet often provide clue to

both short- and long-term players.

5. No scam, no price rigging. Commodity trading comes with nil insider trading and company

specific risk.

EQUITY

Trading accounts

With a Sharekhan online trading account you can buy and sell shares in an instant. Any time you

want, from anywhere you like. A Sharekhan online trading account comes with a depository

participant account where you can keep all your shares, in safe custody with National Securities

Depository.

You can also link a Sharekhan online trading account to an Internet banking account of your

choice, so that you can move cash in and out of this account easily, without the bother of writing

cheques all the time.Sharekhan offers two types of trading accounts to suit your trading habits:

Sharekhan Classic account and Sharekhan speed trade account.

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IPO’S

An IPO, or Initial Public Offering, is the sale of shares by a company to the public for the first

time. Colloquially, it is said that a company is 'going public.'

How is then that companies like ONGC and GAIL which are already listed are going for an

'IPO' again?

The government is the majority stockholder in these companies and it is offering a percentage of

its stock now to the public. So strictly speaking, public sector companies that are already listed

are not having their 'IPO' but they are going for a 'public offering' of their shares. It's a technical

distinction and one that should not bother individual investors. To apply to an IPO you have to

fill an IPO application form.

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1.3 Hierarchy in Sharekhan

Table 1: Hierarchy in Sharekhan

SALES SIDE DEALING SIDE

TRAINEES JUNIOR DEALER

SUPER TRAINEES DEALER

SALES EXECUTIVES RELATIONSHIP

MANAGER

SENIOR SALES EXECUTIVES SEBIOR RELATIONSHIP

MANAGER

BUSINESS DEVELOPMENT

EXECUTIVES

EQUITY ADVISOR

ASSISTANT SALES

MANAGER

ASSISTANT BRANCH

MANAGER

DEPUTY MANAGER BRANCH MANAGER

TERRITORY MANAGER CLUSTER HEAD

AREA SALES MANAGER DIRECTORS

REGIONAL SALES MANAGER CEO

REGIONAL HEAD

VICE PRESIDENT

DIRECTORS

CEO

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1.4 SWOT Analysis

A SWOT analysis focuses on the internal and external environments, examining strengths and

weaknesses in the internal environment and opportunities and threats in the external

environment.

1.4.1 STRENGTHS

1. Services

As a product Sharekhan is a extremely innovative product with very less cost. Services like

online trading facility, institutional and domestic broking, customized research reports with

almost 80% efficiency etc give Sharekhan an edge over its competitors. Sharekhan provides

other support services that make retail investors more confident and assured with their trading.

SMS alerts (allowing traders and investors to make the most of the available opportunities),

Softer, intangible features like imagery, equity driving preference. Through efficient trading

processes Investors can place their orders directly on the Internet, do all the information seeking

and basically own the investing process.

2. Distribution Network

Sharekhan with almost 250 branches spread across 123 cities beefed up by comprehensive

online research, advice and transaction services. In near future expect to make 200000+ retail

customers being serviced through centralized call centre / web solution,

60 branches/semi branches servicing affluent/aggressive traders through highly skilled financial

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advisors, 250 independent investment managers/franchisees servicing 50000 highly valued

clients, strong advisory role through Fundamental & technical research and new initiatives are

being made in Portfolio Management Services & Commodities trading.

3. Marketing

Sharekhan is a product of SSKI, a veteran equities solutions company with over decades of

experience in the Indian stock markets. Sharekhan does not claim expertise in too many things.

Share khan’s expertise lies in stocks and that's what it talks about with authority. So when he

says that investing in stocks should not be confused with trading in stocks or a portfolio-based

strategy is better than betting on a single horse, it is something that is spoken with years of

focused learning and experience in the stock markets.

4. Products

Company’s product line is quite flexible in the sense that there is a product for every kind of

investors. Also all the products cover all the loopholes of all the products offered by the other

competitors like low cost, user-friendly online trading services etc.

1.4.2 WEAKNESS

1. Customer Satisfaction

As far as customer satisfaction goes Sharekhan has to tighten their socks. Many broking houses

catering to heavy investors or small segment of the market can afford to and does provide

relationship managers for their customers, who can understand the trading needs of individual

customers, and advise accordingly. However, a broking house like Sharekhan, which caters to

the mass segment, is in no position to provide relationship managers for individual customers.

2. Branding

Though the company has a efficient products but large part of investment interested population

does not know the company. The most basic expectation for a trader or investor when one

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begins trading is that one must get timely delivery of shares and proceeds from sale of shares.

Also ones cash balances with the broker must be safe and secure. Though this confidence in the

broker comes with time and experience, good and transparent practices also play a major role in

imbibing confidence in traders.

3. Competition from banks

Most of the banks due to good branding have the faith of the customers of their banking

database. So they enjoy the liberty of huge database and customers find it more reliable to trade

there rather than with a unknown broker. Also banks like HDFC Bank and ICICI Bank have the

advantage of linking the trading accounts of their customers to saving accounts. This makes

trading easier, and at the same time a trader withdraws exactly as much money from his account

as is needed to complete the trade. Similarly sales proceeds are credited directly to saving

account.

1.4.3 OPPORTUNITIES

The external environment analysis may reveal certain new opportunities for profit and growth.

1. Ever-increasing market

After the NSE brought the screen based trading system stock markets are now more secured

which has attracted lot of retail investors and the demand is increasing day by day. This has

resulted in improved liquidity and heavy volumes on transactions. Sharekhan is one of the early

entrants here. As to how much it will roar and how swift it can swoop on the market, the future

alone can answer such queries. Sharekhan has been a mega player and is known for being a

mover of stocks. It is also known for putting big deals through and enjoys good networking with

the FIIs. It has been dynamic enough to move with the times and capture the opportunities that

the market throws up from time to time.

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2. Improving Technology

In country like India technology is always improving which gives the company a chance to keep

on improving their product with time whereas for the small players like local brokers it will be

difficult to keep the same pace as the changing technology. Also with SEBI lying down some

strict guidelines small brokers are finding it harder to retain the customers with no research

department and small capital. The traditional business model is highly dependent on a large

network of sub-brokers, and many established players may not have systems (technology,

customer service, etc.) capable of directly servicing so many retail customers.

3. Unfulfilled needs of the customers

With so many competitors offering their products in the market but no one is able to completely

satisfy the customers. Some have the problem of lack of information or some were scared of

volatility of the stock markets. Sharekhan has the opportunity to tap this unsatisfied set of

customers and to make hold in the market. The Internet serves to break all barriers to

information, as it offers an extremely hassle-free investing platform. And, Sharekhan hopes to

fully utilize and capitalize on this platform. This original idea by Sharekhan itself was born out

of the consumer's need for a more transparent, easy to understand and convenient option of

investing in stocks.

4. Education Level

The education level in the country is improving year after year as far as technology goes. With

that the understanding of the stock market is also increasing and a lot of retail investors are

steeping in the markets which are being shown by increasing volumes, transactions and indices.

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1.4.4 THREATS

1. New Competitors

A lot of new competitors are trying to enter the market in this bullish run to taste the flavor of

this cherry. This is creating a lot of competition for large players like Sharekhan and it is

creating little confusion in the minds of the customers about the services provided by the broker.

Also many banking firms are entering into the market with huge investment. Competitors like

ICICI, kotak, HDFC, 5-paisa etc. are posing a lot of threats to the company.

2. Technology based business

Online trading is totally based on the technology, which is quite complex. Typically, the

technology solution has to start from the Internet front-end (or the screen that you see when you

begin trading). Then it needs to get into the 'middle tier' of risk management systems that assess

data from banks and depository participants (DP), calculate client risk at that point in time, and

give the 'Go/No go' advice to the trade. So technology is a kind of threat because unless until it

is working properly it is good but Internet is not that safe. Though a lot of cyber laws are being

made but not yet executed.

1.5 Problems of the Organisation

Lack of awareness of Sharekhan and stock market:

Since the area is not known before it takes lot of time in convincing people to start

investing in shares primarily in IPO’s.

Lack of Techno Savvy people and poor internet penetration:

Since most of the people are quite experienced and also they are not techno savvy. Also

Internet penetration is poor in India.

Some respondents are unwilling to talk:

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Some respondents either do not have time or willing does not respond, as they are quite

annoyed with the phone call.

Inaccurate Leads:

Sometimes leads are provided which had error in it, which varies from only 5-digit

phone number, some people have registered to know about their personal queries. They

are the unsatisfied clients of the company.

Misleading concepts:

Some people think that as all the shares are in electronic form and they don’t have any

physical proof. Sometimes this leads to a great misconception of the entire process.

CHAPTER 2: Job Description

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Job Description

2.1 Comparative Analysis of Stock Brokers in DELHI Region

1. Religare

2. ICICI direct

3. Angel Broking

4. Indiabulls

2.1.1 On the Basis of brokerages

There are the two type of the transaction:-

1. Intra-day based

2. Delivery based

Table 2: On the Basis of Charges

ICICI

Direct

Sharekhan

Indiabulls

Angel Broking Ltd.

A/C opening

Fee

750

750

500

500

Recurring fee

For trading

A/C

0

0

0

0

Demat AMC 500 300 0 0

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Delivery

Brokerage

75p

50p

50p

50p

Intraday

Brokerage

0.15

0.10

0.10

0.5

Initial margin

Required

Nil

Nil

Nil

Rs.5000

2.1.2 On the basis of Account opening charges

Angel Broking Ltd.:- Account opening charges are as follows:- Rs.749.But there

is no AMC in it.

Sharekhan ltd:- There is no ACCOUNT OPENING CHARGES but require margin

money of Rs 5000 for trading purposes.

ICICI direct:- A one-time charge of Rs. 750 at the time of account opening will be

charged. You may later upgrade your Invest account to an ICICI direct.com share trading

account when you desire to trade in equity.

Religare:- There is a nominal charge of Rs. 500 only towards stamp duty, legal and

processing fees for opening the account. This includes the registration and account

opening charges. Bank and Depository Participant (DP) account opening charges, if

applicable, are payable separately.

Indiabulls:- Account opening charges are Rs. 900. There is no AMC and no margin

money is required.

Comment:- India Bulls charge maximum account opening charges but there are no such

charges in Sharekhan pvt. Ltd.

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2.1.3 On the basis of customer preferences

1. According to survey 70 % peoples are satisfied with Sharekhan Ltd because of their RM’s

facility and power of Sharekhan Ltd software.

2. According to survey, Sharekhan Ltd open new branches for individually handle to their

customer, but in ICICI direct, Religare there is no separate offices for this .So people prefer

Sharekhan Ltd.

2.1.4 On The Basis Of Facilities

Table 3: On the Basis of Facilities

Basis of

difference

Sharekhan

Ltd.

Angel

Broking

Religare ICICI

direct

Indiabulls

Share trading Yes Yes Yes Yes Yes

Commodity

trading

Yes Yes Yes Yes Yes

Demat

opening rights

Yes No Yes Yes Yes

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2.2 Types of the Products and Features

2.2.1 CLASSIC ACCOUNT

This account allows the client to trade through our website www.sharekhan.com and is

suitable for the retail investor who is risk-averse and hence prefers to invest in stocks or who

do not trade too frequently.

Online trading account for investing in Equity and Derivatives via sharekhan.com

Live terminal and single terminal for NSE cash, NSE F&O & BSE.

Integration of On-line trading, Saving Bank and Demat Account.

Instant cash transfer facility against purchase & sale of shares.

Competitive transaction charges.

Instant order and trade confirmation by E-mail.

Streaming Quotes.(Cash & Derivatives)

Personalized market watch.

Single screen interface for Cash and derivatives and more.

Provision to enter price trigger and view the same online in market watch.

2.2.2 Classic/ website features

Facility to integrate choice of 10 banks/DP trading account.

Instant credit for shares sold from DP

Automatic pick up of shares from linked DP for pay in.

Automatic deposit of shares into linked DP after pay out

Four times leverage on margin trades.

Margin trading available for entire market session.

Slab wise brokerage structure for delivery and margin trades, shortly.

Free calls for order placement on toll-free.

Trusted, professional advice of tale- brokers.

Facility to enter after-market orders online and via phone.

Daily research newsletter (Investor Eye) via e-mail.

Access to new IPO without paperwork.

25

Advanced portfolio monitoring tools.

Integrated DP account with trading account.

Option of linking additional four DP account to trading account.

Choice of linking 4 banks to trading account for online payments.

Cash and derivatives trading in a single account.

Email confirmation for all transactions.

Choice of electronics/ physical contracts.

2.2.3 PROCESS ON ACCOUNT OPENING

LEAD MANAGEMENT SYSTEM (LMS)/ REFERENCES

CONTACT

TELEPHONE AND PERSONAL VISIT

APPOINMENT

DEMONSTRATION

AGREE DISAGREE

DOCUMENTATION

NO

26

FILLING THE FORM

SUBMISSION THE FORM

LOGIN OF THE FORM

SENDING ACCOUNT OPNING KIT TO CUSTOMER

TRADING

2.2.4 DOCUMENTATION:

1) Pan Card (mandatory)

2) Residence Proof (Permanent)

Passport

Pan Card

Driving License

Voter's ID

MAPIN UIN Card

Passport (valid)

Voter's ID

Driving License (valid)

Bank Statement (latest)

27

Telephone Bill (latest)

Electricity Bill (latest)

Ration Card

Flat Maintenance Bill (latest)

Insurance Policy (latest)

Leave-License/Purchase Agreement

3) Two Photographs (Passport size)

2.2.5 ACCOUNT OPPENING CHARGES

For classic account Cheque of Rs. 750/= In Favor of Sharekhan Ltd. or Rs. 500/= or 375/=

in case of corporate offer.

For Speed trade Account Cheque of Rs. 1000/= In Favor of Sharekhan Ltd.

Table 4: CHARGE STRUCTURE OF SHAREKHAN

Charge Classic Account Speed Trade Account

Account Opening Rs. 750/- Rs. 1000/-

Monthly Commitment Nil Rs. 500/-

Brokerages Intraday – 0.10% - 0.5%

Delivery – 0.50% - 0.25%

Intraday – 0.10% - 0.5%

Delivery – 0.50% - 0.25%

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Table 5: DEPOSITORY CHARGES OF SHAREKHAN

Account Opening Charges Rs. NIL

Annual Maintenance Charges Rs. NIL first year

Rs. 300/= p.a. from second year onward

Brokerage:

0.10 % Plus Taxes for Each leg of Intra-day trade

0.50 % Plus Taxes for trades resulting in delivery

Minimum Brokerage Intra Day per Share:

5 Paisa each leg (buy or sell) for Intra-day Trades (For e.g. on an Rs 20 Scrip, brokerage

@0.1% = 2 p, but there is a min chargeable amt of 5 p).

2.2.6 CLOSURE OF ACCOUNT

1. CLOSURE ON CLIENT’S REQUEST

A DP can close a depository account on receipt of an application in the prescribed format. The

application should be made by the account holder or by all the joint-holders. An account can

be closed only when there is no balance in the account. In case there is any balance in the

account sought to be closed, the following steps are necessary.

(a) Re-materialization of all securities standing to the credit of the account at the time of

making the application for closure; or

(b) Transferring the balance to the credit of another account opened by the same account

holder(s) either with the same participant or with a different participant. Before closing the

29

account the DP should ensure that all pending transactions have been settled. The request for

closure should be processed only after ensuring that there is unbalance lying in the account.

2. CONSOLIDATION OF ACCOUNT

Some clients could have opened multiple accounts to dematerialize their shares held in

multiple combination and sequence of names. However, they may not need so many accounts

after they have dematerialized their shares and may want to bring all their share holdings into

one or fewer accounts. This can be achieved by using normal off market transfer instruction.

3. CLOSURE BY DP

The DP may also initiate closure of a client's account if the client has defaulted in performing

its obligations laid out in the client-participant agreement. The participant should give

sufficient notice to the client before initiating closure of his account. The notice should clearly

state the reasons for closure of account. The process of closing account in such a case is the

same that of client-initiated closure.

4. CLOSURE /SHIFTING OF CLEARING ACCOUNT

A clearing member may transfer its clearing account from one DP to another DP. For this,

simultaneously applications have to be made for closure of account to the earlier DP and for

opening of new clearing member account to the new DP. On receipt of the application, the

new DP forwards the application to the depository for approval and allotment of a new CM-

BP-ID. Once the new CM-BP-ID is allotted, the new DP opens a new clearing account and

intimates the depository about the new client-ID. On receipt of intimation from the new

participant, the depository advises the old DP to close the account. The old DP then closes the

account and intimates the clearing member. All payout of securities, subsequent to closure of

old clearing account, take place in the new account.

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2.3 Sharekhan Services

2.3.1 Dial-N-Trade

Along with enabling access for your trade online, the Classic and Speed trade Account also

gives you our Dial-n-trade services. With this service, all you have to do is dial our dedicated

phone lines 1-800-22-7500 and 39707500.

2.3.2 DNT-Toll free features

Dedicated toll free number for order placements.

Automatic fund transfer with phone banking(only with Citibank)

Simple and secure IVR based system fro authentication.

No wait time. On entry of phone Id and TPIN, the call is transferred.

Trusted, professional advice of Tel.-brokers who offer undiluted sharekhan research

inputs.

After- hours order placement facility (only between 9 a.m. to 9:55 a.m. and 3:30 p.m. to 6

p.m.)

2.3.3 IPO ON-Line

Can apply all the forthcoming IPO online for free

2.3.4 Research tips

Company provide 4-6 e-mails to their customers per day. These are :

Pre Market: Pre-market report covering views, events and more.

Daring Derivatives: Covers Futures & Options commentary and trading calls

High Noon: It is aimed at traders; this technical daily newsletter carries Punters Calls and

Smart Chart. It’s released at noon to be acted upon during the course of the day

31

Post-Market Report: Updates you days happening...

Eagle Eye: is aimed at traders; this technical daily newsletter carries Punters Calls, Hit

List and Smart Chart. It’s released at the end of the day to be acted on following day

Investor Eye: is aimed at investors; this fundamental daily newsletter carries most

important news reports, research update on our Stock Idea and other fundamental reports.

Value Line: A fundamental monthly newsletter, Sharekhan Value Line is targeted at

investors and is a wrap-up of the month gone by.

Market Outlook: a monthly offering discussing our outlook on the market

Sharekhan Special: specialized reports on unique market opportunities like dividend-

yielding stocks and value stocks, or analysis of major events like the Union Budget, and

reports on other market related themes or trends.

Stock Ideas: aimed at investors and it presents our best stock picks in today's market.

Mutual Fund Reports: covers monthly update on what’s in what’s out, Top Fund Picks

and Industry Update.

2.3.5 Online trade in shares

Sharekhan customers can online trade through there computers, through Internet during the

market timings

32

2.3.6 Online fund transfer

We have tie up with ten banks for online fund transferring i.e. ICICI, HDFC, IDBI, CITI,

UNION Bank of India, Bank of India OBC, INDUSIND, Yes Bank and UTI bank for online

money transfer.

Research Based Investment Advice

Investment and Trading Services

Training and Seminars

Technology Based Investment Tools

Integrated Demat Facility

Customer can trade in Equities, Derivative, Commodities

2.3.7 Value line magazine

A monthly investment report based on fundamental research with

Stock Ideas

Stock Updates

Earnings Guide

Stock Records

Mutual Fund Guide

Market Outlook

Sector Updates

33

2.4 DEMO of Online Trading

2.4.1 CLASSIC ACCOUNT

1. Login page

2. Transferring funds

1) Select the bank and type transaction password.

34

2) You are taken to the gateway of your bank for net banking.

3) Click on “continue” to proceed further.

35

4) Your trading limit now shows an increase of the amount you have just transferred.

3. Order form

36

How to place orders

1) Select the exchange you want to trade on from the drop-down.

2) Type the name of the stock you want to buy. If you don’t know the scrip code, click on

scrip locater.

37

3) This give you the last traded price, the quantity and time.

4) Select the order type whether it is a Buy, Sell or short sell.

38

5) Type the quantity of the stock you want to purchase.

6) Select the “market order” or “limit order”.

39

7) You can also set a stop loss trigger price

8) Enter your transaction password.

40

9) Click on place order if you are sure of everything.

10) Click on OK if your details are correct. Click cancel to return back to trading window.

11) Now your order has been placed.

41

2. Tracking order

Order Book

It gives you details about all orders that have been placed for the current day.

Trade Book

It gives you details about all transaction that have been executed for the current day.

Net Position statement

It gives you details about your open position i.e. shares that have been bought or sold but

not yet squared off. This statement would be most useful only to intraday traders.

42

2.5 Marketing strategy

• A strategy that focuses on developing a unique long-run competitive position in the market by

assessing consumer needs and the firm's potential for gaining a competitive advantage.

• A business’ approach to marketing its products/ services expresses in broad terms, which

forms the basis for developing a marketing plan.

• Marketing starts with market research, in which needs and attitudes and competitors' products

are assessed, and continues through into advertising, promotion, distribution, and, where

applicable, customer servicing and repair, packaging, and sales and distribution.

• The broad marketing thinking that will enable an organization to develop its products and

marketing mixes in the right direction, consistent with overall corporate objectives.

2.5.1 MARKETING STRATEGIES OF THE COMPANY

Tele Calling

The company uses the tele-calling/ phone calling to reach the customer, which is interested.

This is the most important technique to save time and giving demo of the company’s product

through making call in order to know the customer interest towards the product. This is the

strategy with which one can motivate customer to go for the product and etc.

LMS:

It is leads management system which means leads are generated by the customer who wants

to purchase the product of the company. Company provides facility to the customer on online

to fill the registration form through which the company’s executives can provide more

information to the customer.

43

Yellow Pages:

Yellow pages are used to gather data for making calls so that customer who did not fine time

and are unaware of the product can know about the product. Customers are given freedom to

ask question related to the products this is the technique used to increase the awareness of the

company.

Canopy’s:

This is the most important technique used by sharekhan securities to market its product in

different areas of the city, company put their canopies and customer who are willing to know

about the product come forward and provide best of their knowledge. Besides these

companies executives ask customer to fill the questionnaire that tells the company about the

levels of brand awareness. It also increases the product awareness because it is generally put

at the crowdies places like near main markets, cinema s, hotels, ATM or etc where people

come in good numbers.

Direct Marketing

Sharekhan executive’s reaches to the does of the customer by fixing appointments with the

interested customer, they describe the details of the product. Executive give demonstration of

the products so that customer can understand better.

Advertising:

Advertising is the most important tool of increasing awareness of the product and this is the

most widely used technique by the company to tell about the new features and new lunch by

giving briefing of the product.

Sharekhan use banners, distribution of pamphlets, and advertisement in newspapers,

magazines.

44

References:

Sharekhan strategy is to satisfy the customer in terms of their need by providing them timely

services and knowledge about the trade in equities, mutual funs by giving tips for investment

advises through e-mails or toll free calls for this purpose customers are provided relationship

manager who give investment advise and also make transaction on their behalf on demand. B

satisfying customer executives ask their references that not only increase the awareness but

also increase the good will of the company.

Competitiveness:

The company is innovative and uses the latest technology to improve the product to fulfill the

demands of the customers. Sharekhan make it easy for the customer to make online

transaction of shares. The company is competitive in terms of the product price and facilities

it offers to the customer.

Internet:

Company provides detailed information about the products on Internet so that customer can

know about the product easily and completely.

2.6 UNIQUE OBJECTIVE OF THE COMPANY

200000+ retail customers being serviced through centralized call centre / web solution

60 branches, semi branches servicing affluent/aggressive traders through highly skilled

financial advisors

250 independent investment managers/franchisees servicing 50000 highly valued

clients

Strong advisory role through Fundamental & technical research

New initiatives - Portfolio Management Services & Commodities trading.

Dealing in mutual funds.

CHAPTER 3: ANALYSIS OF JOB

DONE

46

ANALYSIS OF JOB DONE

3.1 Student’s work profile (role and responsibilities) :

This work was at SHAREKHAN LTD. with a profile of sales trainee. This profile offers us to

understand the need of customer and provide them the best deal possible with maximization

of the profit, both for the company as well as for the customer.

The most important aspect for the role of trainee is trust. So far fulfillment of the targets one

needs to:

• Capitalize on the old and loyal clientage which can be building slowly by advising people

in the best possible way.

• Generating new leads through various activities.

3.2 Generation of leads:

Since this work was new in the field so this work had to start from scratch and generate new

leads to sustain in the market.

Cold calling is one of the trusted ways of getting to the customers without meeting them.

Although the rate of conversion remained very less, for cold calling the quality and accent

remains a very important criterion. This activity gives us mixed result. This activity often got

success and generated many leads through it but it also landed me in awkward position where

the customer were in different mood and made us hear words for which a marketer should be

always prepared to hear. Corporate calls always remained more difficult to crack with respect

to retail sector.

The corporate were the most difficult and most temping to get the business from. It took me

one day to crack Hi-tech Gears. At SHAREKHAN LTD. after getting the product knowledge

in the first week at the branch I was also allotted distributor to work with. In the initial phase I

47

was accompanied by more experienced staff. After I became known to the market and

procedure I started attending calls alone only.

After the third week my performance also improved and I was able to get close to the targets,

though it looked difficult to achieve in the beginning. To get awareness of the every product I

attended diversified calls. This helped me to implement cross selling to get better results.

3.3 Analysis of Calling

The first step in the project execution as mentioned above was the Tele calling of the inactive

clients to start trading again. The total number of clients called was 520 which are categorize

on the basis of their response to the calls, the responses are categorized into 11 broad

categories because the responses were open ended and was not easy to summarize all the

responses as such so these responses are slightly modified and categorized accordingly to

analyze. The responses of all the clients are recorded as shown in the table below

Table 6: Responses of the Clients

Status of calling No. of Respondents

Already Trading 70

Booked losses 5

Call not receiving 114

Interested 52

Interested in equity 4

Meeting done 5

Not interested 151

Out of range/switched off 96

Want to close a/c 6

48

Will call himself when interested 10

Will give fund in July 7

Interpretation of the Data

From the given data it can be easily identified that the percentage of the clients not

interested in trading is the highest and the second highest is of the clients who were

not receiving the clients and they can be considered as not interested clients but we

cannot make a guess so we have kept those clients in different segment. If we consider

from the data of the highest two categories than we can say that almost 50 % of the

clients are not interested.

18% of the clients are out of range or switched off which reveals that the database is

outdated and is not updated with tine so thst the contact between the client and the

company can be there.

Again 14 % of the clients were already trading that means either they were trading or

got activated before the call was made, so this is again a case where the database

needs to be updated so that the repeat calls could not be there for reactivation.

Only 10% of the clients found to be interested in further working with the company

and want to activate their accounts out of which some wants relaxation in the

brokerage and need a RM so that they might stay updated.

Rest 2% were seemed to be interested and will call themselves, 1 % were ready to

give funds in July and start trading then only, the remaining 2 % booked losses and

want to close the account.

1% of the clients was done with the meetings with RMs and was ready to invest again.

49

Figure 1: Graph 3.1 Responses from Clients

Suggestions

On the basis of the analysis of the client data, here I want to recommend for the updating of

the database and categorize this data regularly so that the repetition of the calls is not there to

the clients because many of the clients were complaining that they have received calls many

times and they don’t want any more calls from the company. The categorization of the data

will not only helpful in finding the potential data but also save the time of the dealer which

might be used to convince other clients who are ready to work with the company.

3.4 Analysis of the Investment preference

This analysis was done to know about the clients preference in dealing of commodity

through this we analyzed the client’s preference in dealing and identified the segment in

which the clients are more interested and this was helpful because I used to go through the

research reports and various news of the segments and while calling I used to deliver to the

clients and made it my convincing strategy which work on most of the clients. The responses

for this data was collected from the RMs in commodity which are given in the table

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Table 7: Category of trading in reference to Relationship

Managers

Relationship

Managers

1. 2. 3. 4. 5.

RM1 25 20 20 12 3

RM2 25 25 20 10 5

RM3 15 8 10 6 2

RM4 15 10 3 5 2

RM5 20 13 5 6 2

Total 100 76 58 39 14

1. Daily Trading Clients.

2. Clients trading in Bullions.

3. Clients trading in Base Metals.

4. Clients trading in Energy.

5. Clients trading in Agro-based.

51

Figure 2: Graph 3.2 Numbers of Clients in each Category

Interpretation of the Data

From the derived data on the basis of the interviews of the RMs some interpretations

are made which are as under

Most of the clients trades in the bullions i.e. the precious metals and they prefer

trading in these segments because in India investing in the Bullions is considered to be

safer.

The clients trading in bullions are generally with high margins and have high daily

turnover.

The second most preferred is the base metals and trading in this segment is mainly

done in the form of a portfolio either with the bullions or with Energy.

Agri- based commodities are generally less traded as revealed from the chart, the

reason for trading which I came to know from the RMs is the short trading time i.e. up

to 5:00 PM.

Chapter 4: Learning Outcomes

53

Learning Outcomes

This project in short was a package of lots of learning as it was so executed that it covers

most of the topics which we were familiar only in the books. We with the help of this project

had an opportunity to apply what we have learnt in our course curriculum. This project

assigned to the team was good and this project was not only restricted to particular domain in

management but was covering many important aspects in management. Some of the key

learning’s of this project are discussed here

4.1 Client Relationship Management

In the broking firm the client and the client database is the asset of the company, the

management of such an asset is very important. The client database keeps on growing if it is

well managed, on addition of the new clients we should not compromise with the service of

the old clients. By this project we came to know how the database is managed in the

company.

4.2 Client Handling Skills

By calling for more than 500 clients, I am now able to identify in the starting minute about

the client and the way I had to continue the call so that I can easily deliver to the client what I

want to deliver and get a response from the client. Other than this I have a experience of

handling almost all type of clients as in this industry most of the clients are rude while others

are good.

4.3 Communication skills

This project has given the opportunity to talk to new people and meeting the unknown clients

which helped in drenching the hesitation out and helped to improve the communication skills.

And now I am more confident in talking to new people and is better able to put my views on

the discussions.

54

4.4 Operations of the brokerage industry

With the help of the RMs and other Employees we are now able to explain the operations in

the broking industry, now we know how the research reports are produced and analyzed, the

work of the Risk Management Cell, back office and learning the process of market and the

dealing on the terminals.

4.5 Familiarity with the trading basics

With this project we came to learn about the basics in trading like trading terminology along

with the software, analysis of the business reports, the market movements and the factors

influencing the market movements.

55

Chapter 5: Recommendations &

Limitation

56

Suggestions & Recommendations

After heaving an experience of two moths in sales of Demat account I would like to suggest

the following things:

Company has an advantage of reach tips for which sharekhan is known for, the

customer who are new they need relationship managers who will tell them about

investment so it should be provided to all the customer on demand this will lead to

customer satisfaction and will hip to have more references from the satisfied customer.

The company also have the advantage of brokerage charges it need some revision so

that the customer who are locking for the less brokerage can open there account in are

company taking into consideration the different proposal, it can be reduced for a HNI

client.

The company has shown the growth trend and it has reached at no. 2 it can move to

no.1 because it has an advantage of its services. As sharekhan is already tie-up with 10

banks for online fund transfer that reduces the paper work for customer and ease in

trading.

The company should revise the advertising strategy to increase its brand awareness. I

suggest making advertisement on television so that maximum market can be targeted.

5.1 Limitations:

5.1.1 Cold Calling:

• Voice and accent plays a major role.

• The right time to call a customer cannot be decided, as the customer may in a different

mood at the time of calling.

• Time consuming

• Less success rate

57

Corporate:

• Time consuming

• Contacts with higher authorities play a major role

5.1.2 Description of live experience:

I was supposed to use the database provided by the company to make cold calls or by directly

meeting people to get new leads.

While making cold calls, we need to have:

• Good Communication Skills (Voice quality is clear and articulate)

• Persistent and able to bounce back from rejection

• Good organizational skills.

• Ability to project a telephone personality (Enthusiasm, friendliness)

• Flexibility: can adapt to different types of clients and new situations.

Professional Staff

Systematic Plans

& Process

Telecommunication Equipment Database

58

Using a good database is very essential.

“Eighty percent of our business comes from 20 percent of our customers" is a frequent

statement at any sales convention. There's hardly a sales executive who is not aware of

the 80/20 rule”.

While talking to customers, I analyze their needs. Whether they want to go for

investment purpose or insurance or both. Suggest them the plan that best suits them. If

they agree to it then either we send across the agents to close the deal or close it

themselves.

5.2 Problems faced while selling products:

Customer dissatisfied with the services.

People fear that Sharekhan Being a Private company and a new entrant may be able to

sustain or not.

Past experience, word of mouth.

Misguidance by agents.

People do not want insurance products.

Lack of knowledge and less awareness about demat account.

People risk appetite is very low, so they are afraid of mutual fund as well.

Appendices

ix

References

Sharekhan Stock Trading, Demat, Brokerage and Reviews. (2012, 11). Retrieved 6 2013,

from http://www.chittorgarh.com/:

http://www.chittorgarh.com/stockbroker/sharekhan/2/

About us - Sharekhan. (n.d.). Retrieved 6 2013, from www.sharekhan.com:

http://www.sharekhan.com/AboutUs/

Bombay_Stock_Exchange. (n.d.). Retrieved june 2013, from en.wikipedia.org:

http://en.wikipedia.org/wiki/Bombay_Stock_Exchange

Brokearge. (n.d.). Retrieved 6 2013, from www.sharekhan.com:

http://www.sharekhan.com/Common/Brokearge/Brok_struct.html

Common/Terms. (n.d.). Retrieved 6 2013, from www.sharekhan.com:

http://www.sharekhan.com/Common/Terms.htm

National_Stock_Exchange_of_India. (n.d.). Retrieved june 2013, from en.wikipedia.org/wiki/:

http://en.wikipedia.org/wiki/National_Stock_Exchange_of_India

ProductClassic. (n.d.). Retrieved 6 2013, from www.sharekhan.com:

http://www.sharekhan.com/Products/4/156/329/71/ProductClassic.htm

Products. (n.d.). Retrieved june 2013, from www.sharekhan.com:

http://www.sharekhan.com/Products/23/156/112/72/ProductFirstStep.htm

Stock_exchange. (n.d.). Retrieved june 2013, from http://en.wikipedia.org/:

http://en.wikipedia.org/wiki/Stock_exchange

stock-research. (n.d.). Retrieved 6 2013, from www.sharekhan.com:

http://www.sharekhan.com/stock-research/21/Default.htm