Successful Sales Training Programme by dfsiopmhy6


                                                                   Contact us                                              Successful Sales
Chris O’Malley is an economics graduate with more than 30
                                                                   Course Director
                                                                   Chris O’Malley                                       Training Programme
years experience in the international debt markets entirely on
                                                                   Tel: +44 20 7517 3220
the sales and origination side of the business. For 12 years he
managed sales teams: firstly heading the London sales team
for Credit Suisse First Boston and then managing sales globally    Registration
for Samuel Montagu, Midland Montagu and subsequently
                                                                   Tel: +44 20 7517 3220
HSBC. He has worked closely with sales teams in London, New
York, Tokyo and Hong Kong and has extensive experience and
knowledge of the needs and behaviour of international investors    International Capital Market Association
                                                                   Talacker 29
                                                                   P.O. Box
For HSBC he then transferred to the origination desk               CH-8022 Zurich
establishing a new issue business for the Middle East, India and   Tel: +41 44 363 4222
Africa, successfully bringing many new issues to the loan and      Fax: +41 44 363 7772
bond markets.

Chris is a consultant to the International Capital Market
Association focussing on training and market practice. He has      International Capital Market Association
developed and is Course Director of the ICMA Primary Market
                                                                   7 Limeharbour
Certificate programme and Head of Faculty for ICMA Skills.         Docklands
                                                                   London E14 9NQ
Chris has a very focussed yet interactive training style and a     Tel: +44 20 7538 5656
                                                                   Fax: +44 20 7538 9073
depth of experience that allows participants to gain knowledge
through his well-constructed, practical case studies and
pragmatic approach to the role.
Successful Sales                                                       Course Programme                                                          •	 The counselling phase
                                                                                                                                                 •	 Motivating action
Training Programme                                                     Day One
                                                                                                                                                 •	 Gaining commitment

                                                                                                                                                 Session 9. Case Study 2 – Pair role-play
The ICMA ‘Successful sales’ training                                   Session 1. Introductions                                                  Participants will undertake face-to-face sales role-plays based on
programme focuses on instilling sales                                  •	 Skills to acquire
                                                                       •	 Problems to solve
                                                                                                                                                 detailed capital market scenarios now evaluating each other on the
                                                                                                                                                 newly acquired techniques
skills for selling international debt,                                                                                                           •	 Evaluation of role-plays
                                                                       Session 2. Selling or buying?
equity and derivative instruments to                                   •	 Push vs. Pull sales
an institutional client base. It aims to                               •	 The ‘Buying Process’
                                                                                                                                                 Day Two
                                                                       •	 Mis-selling
develop in participants market-leading
                                                                                                                                                 Session 10. The Client Response
client acquisition and retention skills.                               Session 3. Know yourself
                                                                                                                                                 •	 Handling questions
                                                                       •	 The Competitive Challenge- what can you deliver?
                                                                                                                                                 •	 Handling objections
The course is a fast-track programme covering both core                •	 SWOT Analysis
telephone selling skills and client meeting skills. The programme      •	 The Belief System
                                                                                                                                                 Session 11. Financial Market Sales
is highly interactive and key skills learning will be supported by     Session 4. Know your client                                               •	 Unique aspects of financial markets sales
syndicate work and role-plays for all participants. (Because of this   •	 Prospects, clients, advocates
                                                                                                                                                 •	 The sales/trading/new issue interfaces
numbers for each course are strictly limited).                                                                                                   •	 Interdependency and conflict
                                                                       •	 Forensic research
                                                                                                                                                 •	 Working with product providers
                                                                       •	 Setting objectives and planning outcomes
‘Successful Sales’ also examines the inter-relationship and            •	 Advance vs. continuation
                                                                                                                                                 Session 12. Client Presentation Skills
interdependency between sales people and traders, which is             •	 Relationship vs. Transaction
                                                                                                                                                 •	 Developing clear aims and objectives
unique to the Capital Markets environment, but key to delivering
                                                                       Session 5. New Client Development                                         •	 Identify the audience
profitable outcomes.
                                                                                                                                                 •	 Presentation planning
                                                                       •	 Cold calls
                                                                                                                                                 •	 The written presentation
While promoting cutting-edge sales skills the programme is firmly      •	 Write ,phone, write
                                                                                                                                                 •	 Delivering the presentation
grounded on the core principles of integrity in the workplace and      •	 Gaining the appointment
                                                                       •	 Planning the face to face meeting                                      All participants will have to prepare and deliver a sales presentation
treating customers fairly.
                                                                                                                                                 to a major investor. The presentations will be videoed and critically
                                                                       Session 6. The telephone call                                             appraised by the group
Who should attend?                                                     •	 The limitations of the telephone                                       •	 Verbal delivery skills
                                                                       •	 Pre call planning – setting objectives                                 •	 Non verbal delivery skills
All those involved, or looking to become involved, in a sales and /    •	 Case study preparation – GAP analysis and team discussion              •	 Visual aids
or marketing capacity in the financial markets.                        •	 The structure of the call – an established model structure
                                                                                                                                                 Session 13. Sales Integrity
                                                                       Session 7. Case Study One – the client phone call
The course is also beneficial to traders in developing an insight                                                                                •	 Conduct of Business rules
                                                                       Participants will undertake telephone role-plays based on detailed        •	 Treating customers fairly
into client behaviour, and an understanding of the sales process.
                                                                       ‘real life’ capital market investor / sales case studies. These will be   •	 The retail / wholesale divide
                                                                       recorded and critically appraised by the group                            •	 Selling under MiFID
The course will be delivered in a dedicated training facility in
                                                                       •	 Evaluating the call                                                    •	 Customer categorisation
Central London.
                                                                                                                                                 •	 Suitability and appropriateness
                                                                       Session 8. Sales Skills Development                                       •	 Best execution
                                                                       •	 The persuasion process
                                                                       •	 Research questions                                                     Session 14. Course Summary & Action Points

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