Course

Business and Retail Sales and Marketing

Building and Retaining Customer Relationships Curriculum

Description:

Part 1 – Process and Strategy

Building and Retaining Customer Relationships – Process and Strategy provides tools on how to start, manage, and execute a sales portfolio. This course explains the process and strategies behind the sales portfolio process, from prioritizing clients to making sales calls. It presents sales portfolio techniques and strategies that have been proven effective. Throughout the course, students will review how to recognize, classify, and prioritize clients according to sales potential profiles. 

Part 2 – Calling on Clients

Building and Retaining Customer Relationships—Calling on Clients explains how to use forms in the sales portfolio and apply other organizational principles. This course also teaches how to plan sales calls or contacts with portfolio clients. The strategic sales initiative in this course allows institutions to increase client satisfaction, promote client retention, and boost sales.

Audience: Banking professionals who currently sell bank products to customers. Students attending this class should have a working knowledge of their institution’s products and services, basic sales techniques, daily planner scheduling, and tele-consulting.

Objectives:

After completing Part 1: Process and Strategy, students will be able to:

  • Describe the benefits of building and retaining client relationships through a well-managed portfolio and the steps associated with the portfolio process
  • Set criteria that support sales and client retention
  • Assess sales potential of clients and group clients in a portfolio 

After completing Part 2: Calling on Clients, students will be able to:

  • Organize a portfolio to support and track activity
  • Plan for starting a portfolio at work
  • Prepare for the initial contact with clients

Credit: AIB: .0; ICB: 0

Price:  CBA Member: $95.00  Nonmember: $130.00 

Calling on Small Business Customers

Description: Calling on Small Business Customers provides instructions on how to plan effective calls with small business clients. This course teaches the steps in the Call Planning Model. For practice, students will walk through calls involving fictitious and actual clients. This course also offers the opportunity to practice planning calls with a high degree of skill and confidence.

Audience: Bank personnel who are responsible for face-to-face small business customer calls.

Learning Objectives: After completing this course, students will be able to:

  • Explain the importance of planning calls and setting call priorities
  • Identify call situations and associate them with the four call types
  • Summarize and apply the steps in the Call Planning Model

Credit: AIB: 0; ICB: 0

Price:  CBA Member: $95.00  Nonmember: $130.00

Cross-Selling Deposit Products

Description: Cross-Selling Deposit Products offers logical steps for selling deposit products effectively. This course teaches how to conduct sales interactions with clients, and how to prepare for effective cross-selling to maximize sales of deposit products and ensure client satisfaction. Course exercises provide opportunities to practice cross-selling concepts through realistic client scenarios.

Audience: Any bank personnel in a position to discuss deposit products and services with customers.

Learning Objectives: After completing this course, students will be able to:

  • Explain the importance of cross-selling
  • Describe typical bank products and their features and benefits
  • Interpret clues and identify client needs
  • Cross-sell deposit product solutions that match client needs
  • Respond to questions and objections from clients
  • Close the sale or refer the client

Credit: AIB: 0.25 ; ICB: 0

Price:  CBA Member: $95.00  Nonmember: $130.00

Deposit Products and Services for Small Businesses

Description: Deposit Products and Services for Small Businesses provides an understanding of general banking needs. This course discusses common deposit and non-credit products by focusing on the benefits to the small business client. Special emphasis is placed on connecting the needs of different bank products with the life cycle of the business.

Audience: Bank personnel who are new to the small business market and who are responsible for providing services to small business customers.

Learning Objectives: After completing this course, students will be able to:

  • Define the small business market and identify the banking needs of small business clients
  • Explain the importance of small business clients to banks
  • Describe the features and benefits of business products and services
  • Identify the life stages of a small business and the products and services that target the small business client’s needs

Credit: AIB: 0; ICB: 0

Price:  CBA Member: $95.00  Nonmember: $130.00

Effective Client Referrals

Description: Effective Client Referrals provides branch personnel with the skills to provide valuable and effective referrals for core bank products such as deposit accounts and loans. By the end of the course, students will be able to identify sales and service opportunities and refer customers to the appropriate product specialist using effective referral techniques.

Audience: In-bank and operations personnel who service client transactions and are in a position to identify referral opportunities.

Learning Objectives: After completing this course, students will be able to:

  • Describe what clients expect from their bank
  • Identify the four steps in the Effective Referral Model
  • Identify sales and service referral opportunities
  • Match referral opportunities with the appropriate financial need type
  • Make an effective referral using the appropriate referral technique
  • Follow up with a client

Credit: AIB: 0; ICB: 2.0 CLBB

Price:  CBA Member: $95.00  Nonmember: $130.00

Event Based Selling

Description: Event Based Selling will focus on using group events as a marketing tool to promote sales. Students will learn how to target their market, plan group events, and use networking techniques to increase the number of business contacts made at group events.

Audience: Those bankers whose responsibilities include attending, participating in, or hosting community-based group events. Students should have a working knowledge of their institution’s products and services.

Learning Objectives: After completing this course, students will be able to:

  • Identify group event opportunities within their market
  • Identify common characteristics within groups
  • Identify common financial needs within groups
  • Identify networking strategies to increase the number of contacts made at group events
  • Maximize sales opportunities gained through group events
  • Create an action plan and timeline for hosting a group event

 Credit: AIB: 0; ICB: 1.25 CFMP

Price:  CBA Member: $95.00  Nonmember: $130.00

Introduction to Relationship Selling

Description: Introduction to Relationship Selling introduces students to the relationship selling process, and the skills and techniques that support a client needs-focused sales approach. This course explains how to prepare for the sale and conduct an effective sales interaction with clients, and provides an overview of each step in the relationship selling process to guide sales interactions with clients.

Audience: Bank personnel who are involved in sales activities in a retail-banking environment.

Learning Objectives: After completing this course, students will be able to:

  • Identify what clients expect from their bank
  • Describe sales skills and techniques to successfully move through the sales process
  • Examine the steps used to respond to client objections
  • Identify techniques to effectively sell against the competition
  • Determine actions to follow-up with a client and ask for a referral

Credit: AIB: .25; ICB: 0

Price:  CBA Member: $95.00  Nonmember: $130.00

Qualifying Mortgage Prospects

Description: Qualifying Mortgage Prospects stresses that the most effective mortgage referrals are ones that best match your client’s needs to the mortgage programs you offer. In this course you will become familiar with many of the mortgage programs available in the current market including government and conventional mortgage programs. You will also learn how to refer a client to a mortgage specialist.

Audience: Bank personnel who refer clients to mortgage specialists.

Learning Objectives: After completing this course, students will be able to:

  • Describe features and benefits of conventional fixed rate, adjustable rate, FHA, and VA programs
  • Identify client profiles that generally benefit from each product type
  • Use key questions to help clients determine beneficial mortgage financing options
  • Effectively refer mortgage loan application clients to the appropriate person
  • Identify mortgage lending regulations that apply during the client preparation and referral process

Credit: AIB: 0; ICB: 0

Price:  CBA Member: $95.00  Nonmember: $130.00

Relationship Selling to Small Business Customers

Description: Relationship Selling to Small Business Customers covers how to apply foundational sales skills when selling banking products to small business owners. This course explains how using effective skills will help customers see that in the long run, they will save money, increase revenues, and run a business more smoothly. This course also stresses the importance of committing to finding the best way to solve customer problems.

Audience: Bank personnel who are new to the small business market and who are responsible for selling bank products and services to small business customers. It is suggested that participants attend the Fundamentals of Small Business Banking before taking this course.

Learning Objectives: After completing this course, students will be able to:

  • Identify the six steps in the relationship selling process
  • Describe the key strategies for the small business market
  • Use rapport-building techniques to establish a professional relationship with the small business customer
  • Identify where a business is in the business life cycle and the business operating cycle
  • Present solutions that match customer needs
  • Name the steps for handling objections
  • Close the sale and follow up with customers

Credit: AIB: 0 ; ICB: 0

Price:  CBA Member: $95.00  Nonmember: $130.00

Retirement Products for Small Businesses

Description: Retirement Products for Small Businesses teaches students how to refer small business clients to retirement product specialists successfully, by learning about retirement products, small business needs and the referral process. The course begins with an overview of the small business market and the opportunities that exist to sell retirement products to small business owners. Students will learn referral process steps, how to match client needs, and how to refer them to a retirement specialist using the H.E.L.P. tool.

Audience: Bank personnel responsible for managing small business relationships with responsibilities for referring and/or selling retirement services and products.

Learning Objectives: After completing this course, students will be able to:

  • Define the benefits associated with retirement planning for the small business owner
  • Identify various retirement products appropriate for small business owners
  • Compare characteristics of various retirement products
  • Match characteristics of retirement products to small business owners’ needs
  • Refer small business clients to retirement specialists using the H.E.L.P tool

Credit: AIB: .25; ICB: 0

Price:  CBA Member: $95.00  Nonmember: $130.00

Sales Coaching in the Bank

Description: Sales Coaching in the Bank helps participants identify daily sales coaching opportunities by introducing basic techniques participants can use to incorporate knowledge and skill building into their team’s workday routine. In addition, the course compares service-focused and sales-focused positions within an organization. Participants learn to identify the knowledge and skills needed to support their team and how to develop a strategy that supports knowledge and skill building for each job function.

Audience: Personnel responsible for leading a bank’s sales team or sales campaign.

Learning Objectives: After completing this course, students will be able to:

  • Describe the role of a sales coach
  • Identify sales coaching opportunities
  • Identify coaching strategies to support team members with sales-focused and service-focused job functions
  • Set team and individual sales goals
  • Motivate top sales performance

Credit: AIB: .25; ICB: 0

Price:  CBA Member: $95.00  Nonmember: $130.00

Servicing and Growing Small Business Relationships

Description: Servicing and Growing Small Business Relationships introduces proactive ways to follow-up with small business clients to extend the business relationship beyond the initial sale. This course explores the different types of information to monitor with a small business – financial information, client records, and other resources. This course also explains why site visits are important and how to uncover client information.

Audience: Bank personnel responsible for managing and growing a portfolio of small business customers.

Learning Objectives: After completing this course, students will be able to:

  • Explain the benefits of following up after a sale
  • Act on opportunities to service and grow small business client relationships
  • Monitor client relationships by analyzing financials, client records, and resources
  • Explain the benefits of conducting site visits
  • Probe to uncover facts on the people and business components during a site visit

Credit: AIB: 0; ICB: 0

Price:  CBA Member: $95.00  Nonmember: $130.00

Successful Sales Campaigns

Description: In Successful Sales Campaigns, students will learn to effectively run a sales campaign using step-by-step techniques for involving each staff member in various aspects of the sales campaign. Students will learn how to set campaign objectives and use demographic information to help identify clients who are in need of the product that is being promoted. The course also provides students with methods to handle working on simultaneous campaigns, and for shopping competitive banks and incorporating this into campaign methods.

Audience: Retail bank personnel who lead or participate in sales campaigns.

Learning Objectives: After completing this course, students will be able to:

  • Use demographic information to match bank products to the client base
  • Develop a sales campaign that captures the attention of the bank’s clients
  • Identify the regulatory limits of bank product advertising
  • Prepare bank personnel for the sales campaign
  • Create and maintain enthusiasm for the sales campaign
  • Use creative methods to track the progress of the campaign
  • Evaluate the results of the promotion after it has ended

Credit: AIB: .25; ICB: 0

Price:  CBA Member: $95.00  Nonmember: $130.00

Tele-consulting Curriculum

Description:

Part 1 – Planning the Call
Teleconsulting: Planning the Call provides a planning strategy for professional bankers to prepare to make calls to clients. This course focuses on client profiles that are specific to each client in order to evaluate sales potential. To keep the reason for the calls focused and to make clients feel at ease from the start, this course explores the importance of creating call objectives, scripted introductions and questions.

Part 2 – Making the Call
Teleconsulting: Making the Call provides a strategy for professional bankers to make calls to clients in the most professional manner possible. It focuses on the unique challenges of telephone sales and the three-step approach to overcome clients’ objections when presenting product features and benefits. This course explores appropriate ways to close the sale using the assumptive close, and six tips for using a system to follow up with clients.

Audience: For Part I and II: Banking professionals who are familiar with the basic sales cycle and who need to plan outbound telephone service and sales contacts with an assigned customer portfolio.

Learning Objectives:

After completing Part 1: Planning the Call, students will be able to:

  • Describe the common challenges of teleconsulting
  • Identify service and sales potential for existing customers
  • Plan an interview that stays focused on the purpose of the call 
  • Prepare a call invitation to ensure customer participation
  • Plan interview questions to verify customer needs 

After completing Part 2: Making the Call, students will be able to:

  • Establish a rapport and gain customer interest
  • Make an effective teleconsulting product presentation
  • Use scripts to handle common teleconsulting objections
  • Close a teleconsulting contract effectively 
  • Use an organized follow up system

Credit: AIB: 0; ICB: 0

Price:  CBA Member: $95.00  Nonmember: $130.00

Commands