Problem solving for poor sale engagement at VIB – X Branch

Abstract

The banking industry as a whole has had a challenging time in recent years, as banks are confronted with a number of major concerns, including low credit growth, high competition, and other challenges in the banking sector. In this situation, most banks' strategy is to increase the number of clients while maintaining strong traditional customers, which has a direct impact on bank profitability. This study was carried out at Vietnam International Bank - X Branch, as the branch plays a vital role in corporate development in the VIB - West region. The Branch is at risk of failing to meet the year's target because the branch just witnessed negative loan growth. Furthermore, this issue will bring prospective consequences in VIB, as this problem may exist in the coming years. Nonetheless, the low degree of salesperson’s competency in the sales department has an impact on personnel and branch operations The primary objective of this thesis is to propose practical solutions to enhance sales engagement in the credit sales department at VIB – X Branch, thereby improving customer interaction quality and overall branch performance. The research follows a structured approach, starting with the identification of core problems through in-depth interviews with managers and staff, analysis of internal reports, and a review of relevant literature. From this process, poor sales engagement is identified as the main problem, with two critical contributing factors: low sales competencies and limited leadership support. Based on these findings, the study develops and justifies targeted interventions aimed at strengthening coaching-focused leadership and building a competency-based development framework, with the ultimate goal of restoring sustainable sales growth and improving the branch’s long-term performance