A detailed practical explanation of competitive treasury sales structured so that participants will have an in-depth ability to identify and select appropriate strategic approaches based on their knowledge of the client (including risk appetite or profile) when attempting to promote treasury related concepts, services and products.

Learning Objectives

The goal of the course is to enable the participants to gain a clear understanding of where the client fits into individual market sectors and how to tailor products offered to the need profile of the client. By the end of the course, participants will learn:

How to identify and analyse their clients' needs in relation to risk and other driving forcests
How to demonstrate the value of the chosen treasury strategy, concept or products
How a treasury strategy, concept or product might perform in a given scenario

Methodology

This course will be highly role-play and exercise driven. Participants will have an opportunity to consider a variety of real-life examples in detail. These exercises will form the core of an interactive, participative training courses in which the participants will gain real insights into treasury sales by looking at real life scenarios.

Level of Preparedness

Ideally delegates should be in an active sales role or in a support role alongside the sales team.

Program of the seminar: Competitive Strategies for Treasury Sales

The seminar timetable follows Central European Time (CET).

Day One

Session 1: Why do you need a dedicated sales team and what qualities do they need?

Push Selling and Product-led approaches
Understanding mis-selling � a short slide presentation
Selling under MiFID
- Customer categorisation, suitability and appropriateness, best execution
- TCF

Session 2: Compliant sales approaches that mitigate mis-selling risk

Pull Selling � a simple model of compliance
The �Buying Process� and how it ensures absolute compliance
The Belief System � the #1 success driver for ANY sales operation

Session 3: Individual Market Sectors - Where Does The Client Fit Into That Sector?

Identifying the client�s treasury requirements
Choosing the right customers
Prospects, clients, advocates
Forensic research
What do our clients expect of us?

Session 4: Appreciate the Client�s Attitude to Risk � Mapping Client Needs

The need for researching and planning a client telephone call
Developing a clear picture of client needs � the GAP Mapping Process
Where does the client�s risk appetite fit into Treasury Sales?
Setting objectives and planning outcomes
Advance vs. continuation
Relationship vs. Transaction

Day Two

Session 5: Teams Case Study � Client Review 1

Deansgate International Asset Management (DIAM) Case Study � Introduction
Briefings - Bank (Fixed Income Sales) and Senior Investment Manager
Review basic underlying risks and gaps in case study
What basic products might be suitable?
The differences between treasury sales and every other sales process � the impact of a fluid and volatile market environment

Session 6: Tailor Your Product / Strategy to the Client�s Requirements - Principles

An overview of globally trained, research-based sales structures
What are the limitations when applying common sales processes to Treasury products?
Developing a professional questioning process for Treasury sales teams
- Research Questions
- The Counselling phase
- Motivating action
- Gaining commitment
Conducting a two way client meeting face to face or on the phone

Session 7: Tailor Your Product / Strategy to the Client�s Requirements - Practice

Applying the research based sales questioning process to DMI/Avebury/Melton case studies (case study choice dependent on mix/role of participants)
Team briefing
Individual pair working to apply questioning structure
Evaluation of competence and feedback for improvement

Session 8: Offering Alternatives and Solutions for the client � The principles of structuring a �Pitch�

What did we learn from our client � completing the research matrix
Minto Pyramid � applying it to structure an effective �Pitch�
Presenting our offer - Planning, Structuring and Delivering a solution for the client
Verbal delivery skills
- Spoken vs. written
- Non-verbal delivery skills
How to avoid �over broking� or �over selling� products, new ideas / solutions

Day Three

Session 9: Effective delivery of our proposals and �pitch books�

Verbal delivery skills
- Spoken vs. written
- Non-verbal delivery skills
The 4 quadrant process for effective delivery
Negotiation and gaining Commitment to a course of action

Session 10: �Educate� the Client � Managing the ongoing relationship

Assessing the support level the client will need
Pinpointing client motivational; types � Results-focused, Affiliative or Power Hungry
Build and maintain the �comfort factor� between yourself and the client
Tailoring the frequency of your contact and updates to match your client�s requirements
Managing account coverage
Client review procedures � including CRM
Understanding your role
Examining self-motivation & personal performance measurement
Key action plans
Team goals and targets

Session 11: What Happens When A Sales Strategy Fails?

Why might it fail? Understanding the unique aspects of financial markets sales
The sales/trading/new issue interfaces and the interdependency and conflict between them
Working with product providers
Recovery strategies � lost client retrieval, competitor analysis, damage limitation

Session 12:

Case Study: Team Exercise � Create A Basic Sales Strategy for a Client Type � e.g. Domestic, International and Islamic (This session will be tailored to the participants� individual needs)

The Account Analysis and Development Planner

Prepare a basic strategy � analyse the basic underlying risk created from core business requirements - offer basic product strategies, highlighting advantages / disadvantages of each
Present to group
Discuss and offer alternative concepts if any

Competitive Strategies for Treasury Sales

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