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Selling Credit Products

Course description

This course has been designed to assist banking executives to be completely comfortable marketing and selling credit products. Many banking delegates say it is surprisingly challenging to sell credit products and this is because of their special characteristics. First, they usually need to be explained in depth and this is not always easy to do quickly and succinctly. Secondly, some products can be complex making the explanation even more difficult and thirdly, there can be a lengthy decision process by either the bank or the customer or both. Banking and financial products are not bought lightly, or on impulse, and so they need to be sold in a careful and managed way.

During this workshop style course, delegates will be encouraged to fine tune and improve on effective communication techniques and to share everyday experiences and challenges in managing client relationships in a fun environment. The course is specifically designed to encourage group participation through the use of relevant exercises, role-plays and group discussions.

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The course is delivered in 17 sessions which are outlined below

Session 1: Marketing Strategies

  • Positioning of credit products
  • Analysing the product range
  • Marketing channels
  • Target markets
  • Credit implications
  • Risk implications
  • Approval and sign off process

Role play/case study

Session 2: Client Relationship Management

  • What is its purpose
  • How do we do it
  • Best practice/worst practice examples
  • Understanding the client
  • Ethical Banking considerations
  • Building the relationship
  • Sharia constraints where applicable
  • Setting strategic objectives for the relationship
  • Presentation skills techniques

Role play/case study

Session 3: What are “Credit Products”

  • Conventional Credit Products
  • Islamic Credit Products
  • Treasury Products
  • Retail Products
  • Corporate Products
  • Wholesale Products
  • Institutional; Products

Role play/case study

Session 4: The role of the Client Relationship Manager (CRM)

  • CRM in general
  • The CRM’s perspective
  • The client’s perspective
  • Dealing with success & disappointment

Role play/case study

Session 5: Identifying Client Needs

  • Listening to the client
  • Non verbal communication
  • Need Reinforcement questions
  • The questioning structure
  • Uncovering sales opportunities
  • What does the customer actually need
  • Can you deliver this
  • Do you want to and on what terms

Role play/case study

Session 6: Marketing Successfully

  • Client needs & strategy
  • Objection handling
  • The dos and don’ts of meetings
  • Differentiation & Positioning
  • Linking features to benefits
  • Negotiation versus selling
  • Planning the negotiation
  • Negotiating successfully
  • Negation styles
  • Closing the deal
  • Cross selling opportunities

Role play/case study

Session 7: Prospecting ­ Including Cold Calling

  • How to prospect
  • The CRM’s priority list
  • Customer evangelism
  • Farming versus hunting
  • Targeting clients to call
  • Preparing for the calls
  • Pre-call communication
  • Handling the initial call
  • Overcoming call resistance

Session 8: Planning the Sale

  • Getting the appointment
  • Building the relationship
  • The face to face meeting
  • Getting commitment
  • Measuring the stability of the relationship
  • When and how often to follow up

Role play/case study

Session 9: Influencing Decision Making

  • Best practice
  • Worst practice
  • Closing the sale
  • Assumptive techniques
  • Cooling off periods
  • Handling resistance
  • Objection handling
  • Follow up
  • Monitoring
  • When to walk away

Role play/case study

Session 10: Negotiating

  • Establishing what you can and cannot give up
  • WIIFM process
  • The art of negotiation
  • Negotiating fees and rates
  • Negotiating collateral requirements
  • What is “non negotiable”
  • Deal breakers
  • Client ”try-ons”
  • Key rules for a successful outcome

Role play/case study

Session 11: Challenging Clients

  • The “problem” client
  • Overcoming Client resistance
  • Gaining commitment
  • Overcoming difficulties when Shariah intervenes

Role play/case study

Session 12: Making the Sale

  • Presentations
  • Explanations
  • Effective presenting techniques
  • Effective closing techniques
  • Presenting at the highest level
  • When to close
  • When not to close
  • Managing the process
  • Follow ­up

Role play/case study

Session 13: Follow Up & Success Indicators

  • How to follow up
  • When to follow up
  • Medium to use ­ phone, email or letter
  • Success indicators
  • Failure indicators
  • Managing indecision
  • The “trusted advisor” role
  • Closing
  • When to grant time
  • When to walk away

Role play/case study

Session 14: Essential Self Management Skills

  • Time management
  • Planning
  • Monitoring delegated activities
  • Time out sessions
  • Internal records

Role play/case study

Session 15: Cross Selling Techniques

  • How to achieve success
  • Only one “by the way”
  • Best practice
  • Poor practice
  • Avoiding sidetracking
  • Don’t conflict with “trusted advisor” role
  • Do sell something the client actually needs

Role play/case study

Session 16: Telephone Selling Skills

  • Cold calling or pre-arranged
  • Farming or hunting
  • Planning the call
  • Making the call
  • Getting past “gate-keepers”
  • Keep it brief
  • Handling objections
  • Follow up actions
  • Dealing with success & disappointment

Role play/case study

Session 17: Course Conclusion

  • Summary
  • Questions/Open forum
  • Exam

Session 5: Basel and Islamic Finance

Case Study: What are the key issues faced by Islamic institutions in implementing the Basel Accord?  How can these be overcome?

About Us

Learning through action - every program we deliver is highly practical and addresses real live issues.  We use simulations, exercises and case studies and all our methods are based on the latest neuroscience and positive psychology research findings.  Everything we deliver and challenge our participants to think about leads back to one simple question ­ “what am I going to do differently back at work and how?”.

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Teamworking International Limited
Nye Creek, New Road
Keyhaven, Lymington
Hampshire SO41 0TN
United Kingdom

Telephone +44 (0)1590 644 107
Or email us here

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