Challenges For Recruiter

“CHANNEL DEVELOPMENT AT MAX
NEW YORK LIFE”

SUBMITTED BY:-
MRUNAL DATTATRAYA SAMANT.
MBA (III RD SEM)
UNDER THE GUIDANCE OF:
MR.ALOK GHOSH. MR. NAVNEET DIWAKAR.
ASSOCIATE BUSINESS PARTNER, ASSOCIATE BUSINESS PARTNER,
MNYL, MNYL,
PRABHADEVI. PRABHADEVI.
MR.MAINAK PRAMANIK.
MR.
SALES MANAGER,
FACULTY GUIDE,
MNYL,
IIPM,
PRABHADEVI.
MUMBAI
INDIAN INSTITUTE OF PLANNING AND MANAGEMENT,

MUMBAI.
CHANNEL DEVELOPMENT AT MNYL.
ACADEMIC YEAR 2006-2008
CERTIFICTE OF APPROVAL
The following Summer Project Report Title “Channel Development at

MNYL” is hereby approved as certificate studies in management carried out
in a manner satisfactory to warrant its acceptance as a prerequisite for the
award of Post Graduate Diploma in Business Management for which they
have been submitted. It is understood that by this approval the undersigned
do not necessarily endorse or approve any statement made, opinion
expressed or conclusion drawn therein but approve the summer Project only
for the purpose it is submitted.
Summer Project Report Examination Committee for evaluation of Summer

Project Report.
Name Signature
1. Faculty Examiner _________________ _________________
2. PG Summer Project Co-coordinator___________________

___________________
SUBMITTED BY: - MRUNAL D. SAMANT. - 2 -

CERTIFICATE FROM SUMMER PROJECT GUIDE.
This is to certify that Mr. Mrunal Dattatraya Samant a student of Post

Graduate Diploma in Business Management has worked under our
guidance and supervision. This Summer Project Report has the requisite
standard and to the best of our knowledge no part of it has been reproduced
from any other summer project, monograph, report or book.
Project Guide Project Guide
Date: Date:

ABSTRACT.
ACKNOWLEDGEMENT

It gives me immense pleasure, having done a project on an interesting and
knowledgeable topic like “Channel development at Max New York.”
This project has not only widened my horizon as far as academics are
concerned but also helped me to enlarge my knowledge bank. Marketing
Management and Human resources are not topics, which could be handled
with certain amount of casualty. It requires a deep study and hard work,
which is key to success. There are many people associated with this project
without which this project would not have been possible.
I thank my Institute who has given me an opportunity to show my skills. I

also thank all my nearer and dearer ones without whose support this project
would not been possible.
I would like to thank Mr. Manish Saklani, who allow me to do this project
in Max New York Life successfully.
I am deeply grateful to Mr. Alok Ghosh, my project guide for his ever
willing help and guidance to complete my project successfully.
I would like to thank to Mr. Mainak Pramanik, my Sales Manager for his
nobel inspiration, keen interest, constant supervision and ever willing help
throughout the course of this study.
Above all I would like to thank all contacted persons of firm who took out
valuable time to answer my queries and gave me full information about
insurance industry and Max New York Life.
I extend my sincere gratitude towards my parents, who have always

encouraged me and gave suggestions as how to work on project. They
always stand by me in solving all my queries. Their support has always
motivated me.

Above all it gives me immense pleasure to thank authors of various books
who indirectly helped me in gaining knowledge about insurance industry.
PREFACE
Indian insurance industry is emerging rapidly after year 2000. To survive in

this highly competitive scenario, managers are being pressured to improve

quality, recruit quality and skilled people and eliminate inefficiency. The
collective efforts of the employer, managers and other relative people
assume relevance in this context. And this is where marketing management
and human resources play important role.
Recruitment is very important in today’s scenario. But still it is ignored and

considered as a secondary aspect. In case of insurance industry recruitment
only decide success or failure of company.
I have made an attempt to study this aspect of Insurance industry in my

project. In this project, recruitment for developing channel at Max New York
Life is considered. I have tried to find out how exactly recruitment is very
important for this firm as well as this industry, which are the different
strategies firm use to recruit quality people and so on. It is more qualitative
rather than a quantitative data.
To get knowledge of above question and to fulfill the requirements for my

project on “Channel Development At Max New York Life”, I have worked in
MNYL and searched some internet sites.
On the basis of my study, I have included following topics as the important

aspect of Channel Development At Max New York Life.
• Insurance industry introduction.
• Strategies for recruitment.
• Eligibility of recruitment and so on.

In this project I have tried to give attention to all the above topics and study
them in depth. But I would still like to receive all sorts feedback to enhance
my knowledge on the topics as far as this industry is concern.

TABLE OF CONTENTS.
Acknowledgement
5
Preface
7
Table of Contents
9
List of Abbreviations
11

SECTION A: INTRODUCTION 13
A.1 ABOUT INSURANCE INDUSTRY 14
A.2 ABOUT MAX NEW YORK LIFE 23
A.3 ABOUT PROJECT 35
SECTION B: CHANNEL DEVELOPMENT STRATEGIES 37
B.1 ELIGIBILITY MODEL 38
B.2 DEVELOPMENT STRATEGIES 41
B.3 SCRIPTS AND OBJECTION HANDLING 52
SECTION C: CHANNEL DEVELOPMENT PROCESS 54
C.1 NAME GATHERING IN-P200 56
C.2 SHORTLISTING 56
C.3 APPROACHING 57
C.4 INITIAL SCREENING 57
C.5 NAT 58
C.6 CAREER SEMINAR 58
C.7 CAREER INTERVIEW 58
C.8 FCS 58
C.9 CONTRACT 58
SECTION D: STATUS REPORT 60
D.1 ACTIVITIY CHART 61
SECTION E: CONCLUSION 62
E.1 EXPERIENCE 63
E.2 SUMMARY 64
E.3 RECOMMENDATION 65
E.4 BIBLIOGRAPHY 67

LIST OF ABBREVIATIONS.
MNYL Max New York Life
AA Agent Advisor
PO Personal Observation
NAT Numerical Ability Test
FCS Fundamental Career Seminar
IRDA Insurance Regulatory & Development

Authority
CoI Centre of Influence
ATP Annual Target Premium
MDRT Million Dollar Round Table
CSR Corporate Social Responsibility
SM Sales Manager
SCA Sustainable Competitive Advantage

• Personal observation.
Personal Observation can be defined as: a face to face contact

made on an important basis in order to secure an appointment
for recruitment interview.
• Nominator.
Nominators can be defined as: people with whom you have no

previous business relationship.
• CoI.
Centers of influence can be defined as: people with whom you

already have an established relationship for referrals as an
agent.

Section A
INTRODUCTION.

A.1 About the Insurance Sector in India
• Insurance sector is an opportunity for India.

• This business is growing at the rate of 18-22 per cent annually.
• Presently it covers market of RS.450 billion.
• Together with banking sector it contributes about 7% to GDP.
• Gross premium collection is about 2% of GDP.
• Still 80% of Indian population is without life insurance.
• This is an indicator that growth potential for the insurance sector is
immense.
• Insurance sector contribute a lot in economic development.
• It provides long term fund for infrastructure development.
• It is estimated that over the next ten years India would require
investments of the order of one trillion US dollar.
• The Insurance sector, to some extent, can enable investments in
infrastructure development to sustain economic growth of the country.
There are two legislations that govern the sector-
The Insurance Act- 1938 The IRDA Act- 1999.
Historical Perspective

• In 1818 it was conceived as a means to provide for English Widows.
• The Bombay Mutual Life Insurance Society started its business in

1870.
• It was the first company to charge same premium for both Indian and
non-Indian lives.
• The Oriental Assurance Company was established in 1880.
• Till the end of nineteenth century insurance business was almost
entirely in the hands of overseas companies.
• Insurance regulation formally began in India with the passing of the
Life Insurance Companies Act of 1912 and the provident fund
Act of 1912.
• Several frauds during 20's and 30's sullied insurance business in India.
• By 1938 there were 176 insurance companies.
• The first comprehensive legislation was introduced with the Insurance
Act of 1938 that provided strict State Control over insurance business.
• The insurance business grew at a faster pace after independence.
• The Government of India in 1956, brought together over 240 private
life insurers and provident societies under one nationalized monopoly
corporation and Life Insurance Corporation (LIC) was born.
• Nationalization was justified on the grounds that it would create much
needed funds for rapid industrialization.

Important milestones in the life insurance business in
India:
Insurance Sector Reforms

In 1993, Malhotra Committee- headed by former Finance Secretary and RBI
Governor R.N. Malhotra- was formed to evaluate the Indian insurance
industry and recommend its future direction. The Malhotra committee was
aimed at creating a more efficient and competitive financial system suitable
for the requirements of the economy keeping in mind the structural changes
currently underway and recognising that insurance is an important part of
the overall financial system where it was necessary to address the need for
similar reforms. In 1994, the committee submitted the report and some of
the key recommendations included:
i) Structure: Government stake in the insurance Companies to be brought

down to 50%. Government should take over the holdings of GIC and its
subsidiaries so that these subsidiaries can act as independent corporations.
All the insurance companies should be given greater freedom to operate.
ii) Competition: Private Companies with a minimum paid up capital of

Rs.1bn should be allowed to enter the sector. No Company should deal in
both Life and General Insurance through a single entity. Foreign companies
may be allowed to enter the industry in collaboration with the domestic
companies. Postal Life Insurance should be allowed to operate in the rural
market. Only one State Level Life Insurance Company should be allowed to
operate in each state.
iii) Regulatory Body: The Insurance Act should be changed. An Insurance

Regulatory body should be set up. Controller of Insurance- a part of the
Finance Ministry- should be made independent
iv) Investments: Mandatory Investments of LIC Life Fund in government

securities to be reduced from 75% to 50%. GIC and its subsidiaries are not to
hold more than 5% in any company (there current holdings to be brought
down to this level over a period of time)

v) Customer Service: LIC should pay interest on delays in payments
beyond 30 days. Insurance companies must be encouraged to set up unit
linked pension plans. Computerization of operations and updating of
technology to be carried out in the insurance industry.
The committee felt the need to provide greater autonomy to insurance

companies in order to improve their performance and enable them to act as
independent companies with economic motives. For this purpose, it had
proposed setting up an independent regulatory body- The Insurance
Regulatory and Development Authority.
Reforms in the Insurance sector were initiated with the passage of the IRDA
Bill in Parliament in December 1999. The IRDA since its incorporation as a
statutory body in April 2000 has fastidiously stuck to its schedule of framing
regulations and registering the private sector insurance companies. Since
being set up as an independent statutory body the IRDA has put in a
framework of globally compatible regulations. The other decision taken
simultaneously to provide the supporting systems to the insurance sector
and in particular the life insurance companies was the launch of the IRDA
online service for issue and renewal of licenses to agents. The approval of
institutions for imparting training to agents has also ensured that the
insurance companies would have a trained workforce of insurance agents in
place to sell their products.
Present Scenario
The Government of India liberalised the insurance sector in March 2000 with
the passage of the Insurance Regulatory and Development Authority (IRDA)
Bill, lifting all entry restrictions for private players and allowing foreign
players to enter the market with some limits on direct foreign ownership.

Under the current guidelines, there is a 26 percent equity cap for foreign
partners in an insurance company. There is a proposal to increase this limit
to 49 percent.
The opening up of the sector is likely to lead to greater spread and

deepening of insurance in India and this may also include restructuring and
revitalizing of the public sector companies. In the private sector 15 life
insurance companies have been registered. A host of private Insurance
companies operating in life segments have started selling their insurance
policies since 2001. Table shows the current market players in the life
Insurance Industry (Source IRDA).
Sr. No. Name of the Company

1 Bajaj Allianz Life Insurance Co. Limited
2 Birla Sun Life Insurance Co. Ltd
3 HDFC Standard Life Insurance Co. Ltd
4 ICICI Prudential Life Insurance Co. Ltd
5 ING Vysya Life Insurance Co. Ltd.
6 Life Insurance Corporation of India
7 Max New York Life Insurance Co. Ltd
8 Met Life India Insurance Co. Pvt. Ltd.
9 Kotak Mahindra Old Mutual Life Insurance Ltd.
10 SBI Life Insurance Co. Ltd.
11 Tata AIG Life Insurance Co. Ltd.
12 Reliance Life Insurance Co. Ltd.
13 Aviva Life Insurance Co. India Pvt. Ltd.
14 Sahara India Life Insurance Co. Ltd.
15 Shriram Life Insurance Co. Ltd.
16 Bharti AXA Life Insurance Co. Ltd.
Life Insurance Market Growth
The Life Insurance market in India is an underdeveloped market that was

only tapped by the state owned LIC till the entry of private insurers. The
penetration of life insurance products was 22 percent of the total 400 million
of the insurable population. Most customers were under- insured with no

flexibility or transparency in the products. With the entry of the private
insurers the rules of the game have changed.
Life insurance business in terms of first year premium has shown a growth of
more than 95% over the previous year and non life, or general insurance, is
not far behind either, growing at 22% during 2006-07.The 15 private insurers
in the life insurance market have already grabbed nearly 24 percent of the
market in terms of premium income. The new business premium of the 15
private players has tripled over last year. Meanwhile, state owned LIC's new
premium business has fallen. Figure shows comparison between premiums
being collected by private and public limited players in year 2006 and 2007.
Innovative products, smart marketing and aggressive distribution. That's the

triple whammy combination that has enabled fledgling private insurance
companies to sign up Indian customers faster than anyone ever expected.
Indians, who have always seen life insurance as a tax saving device, are now

suddenly turning to the private sector and snapping up the new innovative
products on offer.
The growing popularity of the private insurers shows in other ways. They are
coining money in new niches that they have introduced. The state owned
companies still dominate segments like endowments and money back
policies. But in the annuity or pension products business, the private insurers
have already wrested over 33 percent of the market. And in the popular unit-
linked insurance schemes they have a virtual monopoly, with over 90
percent of the customers.
The private insurers also seem to be scoring big in other ways- they are
persuading people to take out bigger policies. For instance, the average size
of a life insurance policy before privatisation was around Rs 50,000. That has
risen to about Rs 80,000. But a rejuvenated LIC is also trying to fight back to
persuade new customers.

A.2 ABOUT MAX NEW YORK LIFE
• Max New York Life Insurance Company Ltd. is a joint venture between
New York Life and Max India Limited.
• New York Life is a Fortune 100 company and Max India Limited is one
of India's leading multi-business corporations.
• The company has positioned itself on the quality platform.
• It has developed a strong corporate governance model based on the
core values of excellence, honesty, knowledge, caring, integrity and
teamwork.
• The strategy is to establish itself as a trusted life insurance specialist
through a quality approach to business.
• In line with its values of financial responsibility, Max New York Life has
adopted prudent financial practices to ensure safety of policyholder's
funds.
• The Company's paid up capital is Rs. 657 crore, which is more than the
norm laid down by IRDA.
• Max New York Life has identified individual agents as its primary
channel of distribution.
• The Company places a lot of emphasis on its selection process, which
comprises four stages –
Screening,
Psychometric test,
Career seminar
Final interview.

• The agent advisors are trained in-house to ensure optimal control on
quality of training.
• Max New York Life invests significantly in its training programme.
• Each agent is trained for 152 hours as opposed to the mandatory 100
hours stipulated by the IRDA before beginning to sell in the
marketplace.
• Training is a continuous process for agents at Max New York Life and
ensures development of skills and knowledge through a structured
programme spread over 500 hours in two years.
• This focus on continuous quality training has resulted in the company
having amongst the highest agent pass rate in IRDA examinations and
the agents have the highest productivity among private life insurers.
• 201 agent advisors have qualified for the Million Dollar Round Table
(MDRT) membership in 2005.
• MDRT is an exclusive congregation of the world’s top selling insurance
agents and is internationally recognized as the standard of excellence
in the life insurance business.
• Having set a best in class agency distribution model in place, the
company is spearheading a major thrust into additional distribution
channels to further grow its business.
• The company is using a five-pronged strategy to pursue alternative
channels of distribution.
• These include the franchisee model, rural business, direct sales force
involving group insurance and telemarketing opportunities and
corporate alliances.
• Max New York Life offers a suite of flexible products.
• It now has 26 life insurance products and 8 riders that can be
customized to have more than 400 products.
REWARD AND RECOGNITION

E
MDR
T
Ex.
Council
Paul Colgan
Trophy
Centurion
Agent of the Year
Paid Cases, FYC,

Persistency, Rider,
Referral and CEIP Leader
Career Foundation Club
Career Producer Award
Career Success Award
Hi-Flier
Ten-A-Monther
Premium Leader
1) Premium Leader

Qualifying Criteria- Rs. 1 Lakh AFYP in a month
Reward and Recognition- Mention in leaders Report, Lunch
2) Ten-A-Monther
Qualifying Criteria- 10 applications in a month and Rs.

30,000 AFYP
Reward and Recognition- MNYL Crystal Glass, mention in Leaders

Report,
Lunch.
3) Hi-Flier
Qualifying Criteria- 20 applications in a month
Reward and Recognition- MNYL Silver Medal, MNYL Crystal Glass,

Mention
in leaders Report, Lunch
4) Career Success Award

Qualifying Criteria- 15 paid cases & Rs. 40,000 FYC at the end of
month 3
Reward and Recognition- Recognition Award
5) Career Producer Award
Qualifying Criteria- 25 paid cases & Rs. 80,000 FYC at the end of
month 6
6) Career Foundation Club
Qualifying Criteria- 50 paid cases & Rs. 1.8 lakhs FYC in July- June
for
Recruits during this period.
Reward and Recognition- Attend CFC meeting to be held at Zone level
7) Paid Case, FYC, Persistency, rider, Referral and CEIP Leader

Qualifying Criteria- Top Agent in each category in each GO
Reward and Recognition- Recognition Plaque
8) Agent of the Year
Qualifying Criteria- Highest Points in each GO
9) Centurion
Qualifying Criteria- 100 net paid cases in a year
Reward and Recognition- Centurion Trophy
10) Paul Colgan Trophy
Qualifying Criteria- Highest FYC with 100 or more paid cases and

95% Or more 13th month persistency
Reward and Recognition- Recognition Trophy
11) Executive Council
Qualifying Criteria- July 2006 to June 2007: 4,30,000 Council

Credits
January 07 to June 07: 1,60,000 Council

Credits
40 paid cases in the Council Period.
Reward and Recognition- Trip to Malaysia to attend the Executive
Council Meeting.
12) MDRT (Million Dollar Round Table)
Qualifying Criteria- MDRT FYC Rs. 7,19,800 Premium Rs.14,39,600
Reward and Recognition- MDRT dues for all qualifiers. Top 35 by FYC
will
Bear domestic travel and visa costs. Next 15 will

bear Registration fees, domestic travel and
visa
costs. Rest All will bear international airfare,
domestic travel and Visa costs.
13) CEO’S Council
Qualifying Criteria- July 2006 to June 2007: 8,00,000 Council

Credits
Jan 2007 to June 2007: 3,20,000 Council Credits
Reward and Recognition- Trip to Amsterdam to attend the CEO Council
meeting.
PRODUCTS OF MNYL

• Whole Life Plans
• Unit Linked Insurance Plans
• Endowment Plans
• Children Plan
• Money Back Plans
• Pension Plans
• Health & Accident Related Riders
Vision
To become the most admired life Insurance Company in India.

Mission
To become one of the top quartile life Insurance companies in India.
Be a national player.
Be the brand of the first Choice.
Be the Employer of the Choice.
Become principal of choice for agents.
Values
This vision to become India's most admired life insurance company will
be realized through our unique set of values, which are as follows:
Achievements
 First life insurance Company in India to have IS0 9001:2000

certifications.

 Top five most respected private life insurance in India according to
Business World survey.
 Continuous presence in Top 50 MDRT global list.
CSR
Max New York Life has been instrumental in changing the paradigm of life
insurance in India. It is the first life insurance company in India to introduce
cause related marketing.
Children are at the very heart of Max New York Life's strategy. SOS Children's
Villages of India is internationally recognized for its work in giving
underprivileged children a wholesome life. The mission of SOS is "to help
orphaned and abandoned children, by providing them with a family, a
permanent home, education and strong foundation for an independent life."
It's mission ties in with Max New York Life's philosophy of helping people
secure the future of their near and dear ones.
The company donates a part of the total money collected on all policies sold,
to SOS Children's Villages of India at the end of the year.
Leadership Team


A.3 ABOUT PROJECT
The main objective of the “Channel Development” is to recruit quality

agent advisors (AA) for the company for providing life Insurance solutions to
the customers. AA plays a vital role in the growth of company with respect of
company’s earnings as well as they create value for the organization after
achieving some milestones. AA are integral part of the team and sales
manager assigned to them help them to groom them in terms of personality
development, selling skills and handling objections of customers.
Benefits of Becoming AA for MNYL:

Company’s Expectation from AA:
• Regular input activity.
• Follow the sales process.
• Achieve sales targets.
• Attend training programme.
• Participate in weekly reviews.
• Follow the MNYL ethics and business standards policy.

Section B
CHANNEL DEVELOPMENT STRATEGIES.

B.1 ELIGIBILTY MODEL
From this eligibility model company judge prospective person. The company
follows unique eligibility criteria for AA selection by which company is able is
to always justify its mission. The basic objective of having an eligibility model
for recruitment is to have good retention and greater effectiveness in the
delivery of service.
• Four criteria’s for AA selection
1. 25 plus years of age:
This age shows attainment of maturity and responsibility. People are

more consistent in this age.
2. Married:
Married people have more eager to earn money. Family pressures

increase responsibility and secondly customers are convinced more by the
stability of a married AA.
3. Staying in the same city for more than 5 years:
Person who stays more than 5 year has huge natural market which
helps him to get more business in short period.
4. Graduate:
Graduate people have basic skills like communication skills, numerical

ability, I.P relation, convincing abilities etc. so it is easy to teach them
further.

• Other criteria for AA selection:
1. Financial stability:
MNYL is focuses on classes and not on masses thus they select strong agent
advisors.
2. To have a rich and active social circle:
it helps to get higher case rate and case size. Also the chances of policy
lapsing can be less and renewals can be more.
3. Greed for money:
Firm selects advisors who understand the language of commission. Because

people who want fix amount as their earnings are not suitable for this
business.
4. Independent:
MNYL select people who want to be entrepreneur. Housewives or brokers

who want flexible hours for work are prospective person for this business.
5. Persuasion:
He should be persuasive in nature because the AA needs to follow up on

regular basis with prospective and new clients without being a nuisance
value.
6. Excellent interpersonal skills:
Because developing and maintaining good relations can get policies.

Secondly since most of the insurance companies provide a plethora of similar
products, sales depend on the convincing ability of the AA and the rapport
the AA is bale to build. Also results in C of I’s.

7. Excellent communication skills:
Since AA needs to communicate about the organization, products, career as

AA, about why insurance is important, which product will suit his requirement
etc.
Desirable Candidates
1) Housewives.
2) Employees having VRS.
3) CA’s.
4) Mutual Fund Brokers.
5) NSC brokers.
6) Tax Consultants.
7) Businessman.
8) Doctors.
9) Travel agents.
10 Lawyers
)
11 Diamond merchants.
)
12 Social workers.
)
B.2 DEVELOPMENT STRATEGIES

Management team has developed certain strategies in order to expand
channel distribution network. These model are followed across the country
uniformly and top management feels that these rules are the building block
of MNYL’s success in India as well as across the world. There are 2 basic
principles that are required in order to execute these strategies such as
1) Prospecting: Identify the right person who fits in the eligibility model.
2) Selection: Select them for further plan of actions.
• RULE OF 31
Rule of 31 is associated with the daily activities which is follow to recruit

quality advisors. It says that everyday collect at least 3 names of the
prospective AA and do 1 screening every day.
• Ways of Name Gathering
There are several ways for gathering names in order to follow rule of 31.
• Natural Market:

A natural market consist of people to whom you know well from your
family, friend circle, relative can be a good prospect. The most admired
way for recruitment in MNYL is through natural market. Natural
market persons are easily approachable and most of the successful
recruitment in MNYL is from natural market.
• Personal Observation:
It means identify the right person through observation. For e.g. a

person residing in your locality and very famous in taking initiative in
social activities can be a good prospect.
• Nominator Call:
A nominator is a person who is very much influential in the market as

well as in societies. Name gathering and identification is easy in this
case, but these people are highly unapproachable. These people can
be very productive in giving references of the prospect. They are not
prospect by default.
• Centre of Influence (CoI) Call:
A centre of influence person is people who are influential and you know
them personally. They are approached for giving references of the
client.
• Prospect Call:
Prospects itself are approached. They can be anyone from natural

market, Nominator’s reference, CoI‘s reference or by other means.
• Activities:

Doing activities such as brand awareness in Public places such as mall,
multiplexes can be a good strategy for name gathering. We can have a
questionnaire format to fill by applicant for the lucky draw.
• Phoenix mill.
• Nakshatra mall.
• Hirra panna.
• Siddhivinayak temple.
• Nirmal life style.
• BSE.
COLD/ WARM/ HOT
This is another method that helps the management trainee and the sales
managers keep a track of the names he has from his natural market as well
as through name gathering,

COLD
WARM
HOT
 Cold
Cold is like what u are having. In this column we include all the names
which we have as a prospect. It includes C o I names, references,
nominators, PO names and so on. It is a list of all the names that we
wish to contact in future.
 Warm

Once the names mentioned in the cold column are contacted and if
any appointments scheduled at the office wherein initial screening is
then conducted the candidate is then entered in the warm list.
 Hot
After being entered in the warm list if any candidate has attended any
of the seminars held at Max New York Life after the initial screening
done and if the candidate has been given P200 (project 200) then the
prospective agent is then said to be entered in the hot list.
COLD. WARM. HOT.
80 30 8
QUESTIONNAIRE
Hello. This is MRUNAL D. SAMANT from Max New York Life, working here as a
management trainee. I would appreciate it if you could lend me just 2
minutes of your time for my project on Insurance Industry. I would like to

assess if you are interested in taking a business opportunity available in the
insurance sector which requires no investment of yours.
1. Where do you invest your Money?

a. Stock Markets
b. Mutual Funds
c. Life Insurance
d. Property
SHARES
5%
PROPERT
INVEST INSURAN
Y. - MENT CE
OPTION
55 % 15 %
S.
MUTUAL
FUND.
25 %
2. Name any 3 Insurance Companies you are aware of?
a. _____________________________________

b. _____________________________________
c. _____________________________________
TATA AIG
BIRLA SUN
LIFE
ICICI
PRUDENTIAL
3. In a year how much money do you invest? (approx)
_________________________________________
4. Are you aware of any Insurance products?
a. ____________________________________

b. ____________________________________
c. ____________________________________
5. Which among the following products do you own?
a. Whole Life/ Endowment
b. Money Back
c. Unit Linked Insurance Plan
d. Term Plan
e. Education/ Child Plan
6. What is the reason of having the above cover?
a. Security
b. Investment
c. Tax Benefits

TAX BENEFIT
SECURITY
INVESTMENT
7. Are you aware of the earning potential in insurance sector?
a. Rs.20,000 to 30,000
b. Rs.30,000 to 50,000
c. Rs.50,000 to 75,000
d. Rs.75000 to 1,00,000
8. Would you like to add a business to your current profile?
a. Yes
b. No

YES
NO
9. Which is the quality according to you that would be required for

Being successful in business?
a. Communication
b. Networking
c. Both
COMMUNICATI
ON
NETWORKING
BOTH
NAME: ______________________________________
ADDRESS: ______________________________________
______________________________________
CONTACT NO.: ______________________________________

ANNUAL SALARY: ______________________________________
Thank You for your valuable time and for your information the agency
business in insurance sector is successfully pursued by businessman,
housewife, freelancers, IT Consultants/CA, professionals like Doctors,
Architects, Trader Segments, Auto, Real Estate, etc.
B.3 SCRIPTS AND HANDLING OBJECTIONS
MNYL has its own scientifically handled script they use worldwide for
approaching the future AA for the Company. The company periodically
modifies the versions of the scripts if needed as per requirement. All the
mangers are required to follow the scripts. There are several kinds of scripts.
The classification of scripts is follows:
1) Nominator Script:

Nominator is a person who is not prospect for firm but he gives reference to
firm. The main objective of this script is to fix an appointment with the
nominator.
2) CoI Script:
Centre of influence is a people whom you know. The main objective of this
script is to fix an appointment with the CoI or to collect the references from
them.
3) Prospect Call Script:
With the help of this script, firm tries to motivate people to visit MNYL office.
The main objective of this script is to call the prospect in MNYL for the initial
screening.
4) In person Nominator Script:
This script includes many questions which help to get references quickly.
This script is used to entertain Nominators and influence them to collect
references from them.
5) CoI in person Nominator Script: This script is used to collect

references from CoI’s.
All the scripts are also contained with expected objections from the
prospects/CoI/nominators. These objections are based on the rich
experiences and have adequate strategy to avoid objection. In any Case, an
objection is found to be unlisted it is responsibility of SM to bring back in the
spirit of original script provided them.

Section C
CHANNEL DEVELOPMENT PROCESS.

Flow Based approach to Channel Development Process
Start
Name Gathering in P200
Short listing
Contacting
NO
Intereste
End
d?
YES
Initial Screening
NAT
Career Seminar & P200

NO
Intereste
End
d? YES
Career interview
FCS
NOT CLEARED
IC-33 ? Reappear
CLEARED
Contract with MNYL End
C.1 NAME GATHERING IN P200

Name gathering in P200 consists of people whom you know from natural
market and references you get from their sources. As a management trainee
were given a task to gather 200 names. Figure shows the P200 format in
which the database is created.
• Name of the prospective Agent
• Address of Contact
• Age
• Marital Status
• Qualification
• No. of years in the City
• Financial Status
• Profession
• Annual Income
• Natural Market
• Comments
C.2 SHORT LISTING
Candidates are shortlisted from the P200 as per the eligibility criteria laid
down by the company. Only eligible candidates are considered for the next
process.
C.3 CONTACTING
Candidates are called either as nominator, CoI, Prospective Agents and a

meeting is fixed with them according to the convenience of both the party.
Here script plays very important role in fixing appointment with the prospect.

C.4 INITIAL SCREENING
Initial screening is taken if candidate is found eligible using 4 point model. In

intial screening, a sales manager first gives the introduction about the
company. Then several questions such as his family background, his natural
market, traits for a sales person, and his present and past experiences of his
jobs are questioned.
Every candidate is required to get at least 3 points in eligibility model the

company. The eligibility standards for AA selection are as follows. In case of
score less than 3, special zonal head approval is required.
FIVE POINT SYSTEM:
Age 25 and over 1 point
Graduate 1 point
Married 1 point
Lived in city more than 5 years 1 point
NAT score 1 point (if passed)
C.5 NAT
Numerical Ability test is taken. Passing Score is 50%.
C.6 CAREER SEMINAR AND P200
All the prospects are required to attend career seminar at MNYL which
provides broader aspects of growth as an Agent Advisor.

P200 is a worksheet which is given to each prospect to judge his natural
market. The prospects are required to mention at least 100 contacts from
their natural market.
C.7 CAREER INTERVIEW
P200 is evaluated in Career Interview. If candidate’s market is found worth,

he is selected to attend training and Development programme.
C.8 FCS
All the selected candidates are required to attend 22 day training session for
receiving the license from IRDA to become an Agent Advisor.
C.9 CONTRACT
All the successful candidates having legal license of IRDA are contracted with
MNYL.
In this firm has its own statistic. That means if we will contact 60
person in a month. Then we can convert 2 people for a batch as a
AA.
60 Cold prospects.

20 Initial screening.
16 Test.
08 Seminar.
04 Career Interview.
02 FCS Batch.
Section D

STATUS REPORT.

D.1 ACTIVITY CHART
Particulars Status
1) Initial Screening 30
2) NAT 6
3) Career Seminar 8
4) P200 8
5) Career Interview 5
6) FCS -
7) Total Recruitment -
8) Contracted -
The above activity chart represents the work done by me in accordance with
the channel development process. The P200 sheet will be attached with this
project where name and contact numbers are stored in format prescribed by
the MNYL.

SECTION E
CONCLUSION

E.1EXPERIENCE
My Experience with MNYL will always be grateful for me. I learned many
things in MNYL. The very first thing I learned in MNYL is to handle objections
from the customers. Different type of scripts of MNYL helps in this.
Working on deadline for achieving target is most crucial process in this

sector and I am thankful to my sales Manager who were always behind me to
support during initial call and helps me to complete my training.
The GO meet to reward successful AA and SM for the month is another

example which clearly emphasizes that MNYL has strong belief in
maintaining a healthy relationship with their stakeholders.
Overall “Channel Development” was a fair attempt from me. During the
project I was able to make 200 names.
My telephonic conversation with the prospect always gave me a positive

direction to build my confidence and even in bad phase of response I learnt
the art of making calmness.
I shared a lot of activities with my colleagues. All the trainees from different
background also remained a source of energy for my daily activities.
E.2 SUMMARY

Life insurance business in terms of first year premium has shown a growth of
more than 95% over the previous year and non life, or general insurance, is
not far behind either, growing at 22% during 2006-07. In this market,
competitive edge provided by product innovation can sustain only for a
couple of months, since products can easily be cloned. Hence “Channel
development” is the only process through which an insurer can have SCA
over other competitor.
Strategic approach for calling Nominators/CoI/prospect has several

advantages through which company maintains integration of system.
E.3 RECOMMENDATION

Max New York Life as an insurance firm has a very strong presence in India
and is rapidly expanding its operations in India. After working on this project I
feel that following are some of the ways in which the company can improve
the current market base and selection procedure for AAs, the key revenue
generating resource for the company:
• Increase awareness among the general public
HEARD
KNOWN
EXPERIENCED
UNKNOWN.
• In survey I come to know only 5 % people are heard about this

company.
• Only 10 % people known about this company. It shows less brand

image of company.
• 25% people experienced this company by taking policy.
• But 60 % people are unaware about this company. It is because

of lack of advertisement.
• Highlight the core strengths of the company like oldest firm in

insurance sector, highest paid up capital, etc.

• Very less people know about highlights of the company.
• Firm is not well known though it is oldest firm.
• No one knows positive points of the company, like registered

under companies act, six sigma and so on.
• Have a re-look at the existing product range and design products which
can attract masses rather than just serving only classes.
E.4 BIBLIOGRAPHY.

• IC 33 book of Max New York Life.
• www.maxnewyorklife.com
• www.google.com

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“CHANNEL DEVELOPMENT AT MAX

NEW YORK LIFE”

MRUNAL DATTATRAYA SAMANT.

MBA (III RD SEM)

UNDER THE GUIDANCE OF:

MR.ALOK GHOSH. MR. NAVNEET DIWAKAR.

ASSOCIATE BUSINESS PARTNER, ASSOCIATE BUSINESS PARTNER,

INDIAN INSTITUTE OF PLANNING AND MANAGEMENT,

The following Summer Project Report Title “Channel Development at

Summer Project Report Examination Committee for evaluation of Summer

1. Faculty Examiner _________________ _________________

2. PG Summer Project Co-coordinator___________________

SUBMITTED BY: - MRUNAL D. SAMANT. - 2 -

CERTIFICATE FROM SUMMER PROJECT GUIDE.

This is to certify that Mr. Mrunal Dattatraya Samant a student of Post

Project Guide Project Guide

SUBMITTED BY: - MRUNAL D. SAMANT. - 3 -

SUBMITTED BY: - MRUNAL D. SAMANT. - 4 -

I thank my Institute who has given me an opportunity to show my skills. I

I extend my sincere gratitude towards my parents, who have always

SUBMITTED BY: - MRUNAL D. SAMANT. - 5 -

Indian insurance industry is emerging rapidly after year 2000. To survive in

SUBMITTED BY: - MRUNAL D. SAMANT. - 6 -

Recruitment is very important in today’s scenario. But still it is ignored and

I have made an attempt to study this aspect of Insurance industry in my

To get knowledge of above question and to fulfill the requirements for my

On the basis of my study, I have included following topics as the important

• Insurance industry introduction.

• Strategies for recruitment.

• Eligibility of recruitment and so on.

SUBMITTED BY: - MRUNAL D. SAMANT. - 7 -

SUBMITTED BY: - MRUNAL D. SAMANT. - 8 -

SUBMITTED BY: - MRUNAL D. SAMANT. - 9 -

A.1 ABOUT INSURANCE INDUSTRY 14

A.2 ABOUT MAX NEW YORK LIFE 23

A.3 ABOUT PROJECT 35

SECTION B: CHANNEL DEVELOPMENT STRATEGIES 37

B.1 ELIGIBILITY MODEL 38

B.2 DEVELOPMENT STRATEGIES 41

B.3 SCRIPTS AND OBJECTION HANDLING 52

SECTION C: CHANNEL DEVELOPMENT PROCESS 54

C.1 NAME GATHERING IN-P200 56

C.4 INITIAL SCREENING 57

C.6 CAREER SEMINAR 58

C.7 CAREER INTERVIEW 58

SECTION D: STATUS REPORT 60

D.1 ACTIVITIY CHART 61

SUBMITTED BY: - MRUNAL D. SAMANT. - 10 -

MNYL Max New York Life

NAT Numerical Ability Test

FCS Fundamental Career Seminar

IRDA Insurance Regulatory & Development

CoI Centre of Influence

ATP Annual Target Premium

MDRT Million Dollar Round Table

CSR Corporate Social Responsibility

SCA Sustainable Competitive Advantage

SUBMITTED BY: - MRUNAL D. SAMANT. - 11 -

Personal Observation can be defined as: a face to face contact

Nominators can be defined as: people with whom you have no

Centers of influence can be defined as: people with whom you

SUBMITTED BY: - MRUNAL D. SAMANT. - 12 -

SUBMITTED BY: - MRUNAL D. SAMANT. - 13 -

1. Faculty Examiner _ _