Channel Development at Max New York Life

“CHANNEL DEVELOPMENT AT MAX
NEW YORK LIFE”

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.
CHANNEL DEVELOPMENT AT MNYL.
• 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.
-2-
TABLE OF CONTENTS.
Preface
7
Table of Contents
9
List of Abbreviations
11
-3-
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
-4-
-5-
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.
-6-
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.
-7-
Section A
INTRODUCTION.
-8-
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.
-9-
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.
- 10 -
Important milestones in the life insurance business in India:
- 11 -
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
- 12 -
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
- 13 -
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
- 14 -
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.
- 15 -
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.
- 16 -
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.
- 17 -
• 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.
- 18 -
• It now has 26 life insurance products and 8 riders that can be customized
to have more than 400 products.
REWARD AND RECOGNITION
- 19 -
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
- 20 -
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
- 21 -
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.
- 22 -
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
- 23 -
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)
- 24 -
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.
- 25 -
PRODUCTS OF MNYL
• Whole Life Plans
• Unit Linked Insurance Plans
• Endowment Plans
• Children Plan
• Money Back Plans
- 26 -
• 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
- 27 -
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.
- 28 -
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
- 29 -
- 30 -
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:
- 31 -
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.
- 32 -
Section B
CHANNEL DEVELOPMENT STRATEGIES.
- 33 -
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.
- 34 -
• 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.
- 35 -
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
- 36 -
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.
- 37 -
• 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:
- 38 -
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.
- 39 -
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
- 40 -
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
- 41 -
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 %
- 42 -
2. Name any 3 Insurance Companies you are aware of?
a. _____________________________________
b. _____________________________________
c. _____________________________________
TATA AIG
BIRLA SUN
LIFE
ICICI
PRUDENTIAL
- 43 -
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
- 44 -
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
- 45 -
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
- 46 -
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.
- 47 -
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:
- 48 -
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.
- 49 -
Section C
CHANNEL DEVELOPMENT PROCESS.
- 50 -
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
- 51 -
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
- 52 -
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
- 53 -
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.
- 54 -
60 Cold prospects.
20 Initial screening.
16 Test.
08 Seminar.
04 Career Interview.
02 FCS Batch.
- 55 -
Section D
STATUS REPORT.
- 56 -
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.
- 57 -
SECTION E
CONCLUSION
- 58 -
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.
- 59 -
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.
- 60 -
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.
- 61 -
• 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.
- 62 -
E.4 BIBLIOGRAPHY.
• IC 33 book of Max New York Life.
• www.maxnewyorklife.com
• www.google.com
- 63 -
- 64 -

Channel Development at Max New York Life

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“CHANNEL DEVELOPMENT AT MAX

NEW YORK LIFE”

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

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.

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.4 INITIAL SCREENING 57

C.6 CAREER SEMINAR 58

C.7 CAREER INTERVIEW 58

SECTION D: STATUS REPORT 60

D.1 ACTIVITIY CHART 61

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

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

A.1 About the Insurance Sector in India

• Insurance sector is an opportunity for India.

There are two legislations that govern the sector-

The Insurance Act- 1938 The IRDA Act- 1999.

• In 1818 it was conceived as a means to provide for English Widows.

Important milestones in the life insurance business in India:

Insurance Sector Reforms

In 1993, Malhotra Committee- headed by former Finance Secretary and RBI

i) Structure: Government stake in the insurance Companies to be brought down to

ii) Competition: Private Companies with a minimum paid up capital of Rs.1bn

iii) Regulatory Body: The Insurance Act should be changed. An Insurance

iv) Investments: Mandatory Investments of LIC Life Fund in government

v) Customer Service: LIC should pay interest on delays in payments beyond 30

Sr. No. Name of the Company

Life Insurance Market Growth

A.2 ABOUT MAX NEW YORK LIFE

REWARD AND RECOGNITION

Agent of the Year

Paid Cases, FYC,

Career Foundation Club

Career Producer Award

Career Success Award

Qualifying Criteria- Rs. 1 Lakh AFYP in a month

Reward and Recognition- Mention in leaders Report, Lunch

Qualifying Criteria- 10 applications in a month and Rs. 30,000

Reward and Recognition- MNYL Crystal Glass, mention in Leaders Report,

Qualifying Criteria- 20 applications in a month