Competitive Strategies for Treasury Sales

• Actual Insights into Treasury Sales
• Real-life Examples and Role-play Based Approach
• Negotiation and Presentation Skills
• In-depth Ability to Identify Appropriate Treasury Strategy
• What Makes a Successful Sales Person?
• How to Educate Your Clients?

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’s risk 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 individual market sectors, to fully understand where the client fits into that sector and how to tailor products offered to the risk profile of the client. By the end of the course, participants will learn:

• How to identify and analyse the risks facing their clients
• What is the impact of market risk to their clients
• How to prove the value of the treasury strategy, concept or product
• 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.

Session 1: Why do you need a dedicated sales team?

• Why is a dedicated sales team necessary?
• Why can we not use the approach – “one size fits all” - for every potential client?
• What makes a successful sales person / team?
• What do they need to know?

Session 2: Individual Market Sectors - Where Does The Client Fit Into That Sector?

• No two market sectors have identical treasury requirements
• The level of a client’s treasury requirements will be dependent upon where the operation fits into the overall market sector
• Is it a cyclical market?
• Is there continuous demand, or is the demand erratic?

Session 3: Appreciate the Client’s Attitude to Risk

• Understand the client’s level of acceptable risk – underlying core risk, and product risk
• Risk averse or risk accepted?
• A sliding scale of risk – where does the client fit on the scale?
• No such “beast” as a zero risk operation

Session 4: Case Study – Review of Three Client Types

• Split into 3 groups to consider a hypothetical client
• Review basic underlying treasury risks of each
• What basic products might be suitable?
• How frequently does that risk need to be addressed

Session 5: Tailor Your Product / Strategy to the Client’s Requirements

• “One size does not fit all”
• Only offer what you think your client might actually need
• Tailor your approach to each specific client, even within the same sector
• Take into account the frequency that risk is reviewed

Day Two

Session 6: Offer Alternatives

• Do not be afraid to offer alternatives
• Back with examples specific to that market sector
• If circumstances allow, let the client “dummy trade” to get a feel for the product – how does it behave?
• Do not “over-broke” new ideas

Session 7: Educate the Client

• Educate your client – not all operations have the same level of expertise
• Build in the “comfort factor” between yourself and the client
• Explain what will be required in terms of product and process management if a new instrument is being introduced
• Tailor the frequency of your contact and updates to match your client’s requirements
• Listen to the resultant feed-back from your client – it will save both time and effort – do not “flog a dead horse”

Session 8: What Happens When A Strategy Fails?

• With the best of intentions, a strategy / product may not have the desired effect
• A failure from a new product / strategy will create the most problems
• An educated client with a clear understanding of the product / strategy will be more willing to re-enter the market if it fully appreciates why it failed – if the reasons behind the failure are not understood then the client will be unlikely to have the confidence to try again

Session 9

Case Study: Same Groups – Create a Basic Sales Strategy for Each Client Type

• 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

Evaluation and Termination of the Course