Corporate goals reflected in HSBC sponsorship

PUBLISHED : Friday, 11 June, 2004, 12:00am
UPDATED : Friday, 11 June, 2004, 12:00am

As the sole financial sponsor of the Distinguished Salesperson Award (DSA), global banking giant HSBC says its involvement in the programme demonstrates the value and importance of a sales culture within the company.

A sponsor of the award since 1985, HSBC again has five winners in this year's awards - evidence of the bank's strong commitment to the programme.

'Effectively selling HSBC's products and services to attain our wealth management objective is of prime importance,' said Juliana Lam, senior manager, sales.

'Staff at all levels are encouraged to develop their selling skills to obtain new business and to achieve total customer relationship.'

Ms Lam said the bank increased its involvement in the awards when it became the sole financial sponsor in 1995.

'We provide them with financial support like printing the magazines, organising the finances and absorbing costs,' she said. 'As one of the major banks, it also appeals to other financial institutions in that 'if this company supports this event, maybe we should participate'.

'Apart from financial support, we have to show support by actively participating in the programme and sending delegates to compete.'

HSBC begins preparations for the DSA months before the competition kicks off in March. It culminates tonight at the programme's annual ball and award ceremony.

The company has a stringent internal selection process for its nominees, who must undergo several briefings and interviews similar to the DSA judging process before finally being selected to represent HSBC.

Ms Lam said each participating sales unit was sponsored to run a localised competition to select the best nominees to join the internal selection process.

Candidates were invited to attend training workshops on presentation and creative selling skills, and they then had to go through two panels.

Ten finalists were selected from 52 participants after the first panel, and the five winners of the second panel went on to represent the bank at the DSA and Outstanding Young Salesperson Award programme.

'Through the process they do a lot of drills and compete with other salespeople... It's a good cultivating ground for best practice,' Ms Lam said.

'Along the way, we also organise follow-up training and, at the final stage, special training for the five people selected to represent us. Even if they don't win, they get something out of the exercise.'