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Client Relationship
Managers in:
■ Corporate Banking
EUROMONEY TRAINING
................................................................................................................
■ Private Banking
■ Investment Banking/
Focused Financial Training for Professionals by Professionals
Corporate Finance
■ Syndications
■ Treasury
■ Project Finance
■ Trade Finance
■ Head of Training

Client NEW
FOR
2005
Relationship
Management Skills
Designed exclusively for bankers & financiers to refresh and
upgrade their professional relationship management skills

Want more from your clients?

Then learn how to:

• Analyze and understand the current role of CRM
• Effectively employ various tools and measurement
techniques to optimize client acquisition
• Manage client relationships and maximize customer retention
• Develop a clear client strategy
• Get the most from client meetings
• Plan the negotiation
• Integrate expert systems with CRM
• Re-appraise your skills through a structured teaching
methodology and practical workshops

Teaching methods include interactive

role-plays and practical exercises

Course Director: Tom Lawton, International Trainer on

Banking, Management & Strategy

October 3-6, 2005 • New York City

INFORMATION HOTLINE: tel: (212) 361-3299 email: info@euromoneyny.com
fax: (212) 361-3499 web: www.euromoneytraining.com/americas
 Client Relationship Management Skills
COURSE OBJECTIVES
Traditionally, many aspects of banking / financial services
have been relationship driven. However, in recent years a
three-fold change has occurred:
• Many previously relationship-driven transactions have
become commoditized, requiring less or no personal input
• Huge budgets have been invested in new distribution and
marketing channels such as the internet, often at the
expense of the development of sales / client relationship
management expertise
• The role, value and scope of traditional CRM has been
reappraised and re-positioned
This course sets out to equip delegates with the skills to
analyze and understand the current role of CRM – both for
the bank and for the client - as well as the tools and
techniques of on-going client acquisition, management and
retention.
Whether you are relatively new to CRM or have existing
experience, the course will allow you not only to refine your
skills of communication and rapport-building but also to
determine the context of and strategy for your future CRM
efforts.
Through the use of role-plays, the program adopts a
coaching methodology which will allow you to (re)-appraise
your skills. The focus is on fostering self-awareness and self-
assessment both for use at the course and in actual
situations thereafter.
WHO SHOULD ATTEND?
The course is aimed primarily at corporate or investment
banking executives who are or will be involved in CRM from
the following departments:
• Corporate Banking / Lending
• Credit
• Trade Finance
• Treasury / Treasury Sales
• Institutional Sales
• Project / Structured Finance
• Syndications
• Investment Banking / Corporate Finance
• Private Banking
METHODOLOGY & PRE-COURSE
PREPARATION
This course is designed to be highly interactive and
participatory through the use of role-plays and case studies.
Delegates are encouraged to use everyday examples from
their experience and challenges in managing client
relationships. Prior to the course, delegates will be
requested to complete a three page briefing, giving details of
past, current or future clients, financial/product backgrounds
and challenges encountered. (Naturally where confidentiality
must be maintained specific client/company names will not
be expected). Throughout the program role-plays and
scenarios will be based on delegates’ own product areas.
Feedback will be provided to delegates on a one-to-one
basis at each stage of the course.
YOUR EXPERT FACULTY
Tom Lawton started his career with Barclays Bank where
he worked for 12 years in corporate lending and marketing.
His initial experience was in the personal and small business
sector, after which he spent 5 years in lending to medium
and large corporates.
In 1986, he joined Standard Chartered in a credit control
function covering the Middle East, South Asia and Asia
Pacific regions. Subsequently he moved into a training role
for the bank, designing and running lending programs on a
global basis.
An Associate of the Chartered Institute of Bankers and a
Visiting Fellow at Manchester Business School, he is now
involved in full-time training for financial institutions around
the world. He has recently undertaken programs on
corporate evaluation and bank strategic management for
major banking/finance groups in the UK, Ireland, South
Africa, Turkey, Central Africa, Kenya and Sri Lanka. He has
worked as and with relationship managers all over the world,
helping to enhance customer relationships. The practical
nature and applicability of his courses have received much
appreciation from past clients.
Euromoney Training is registered with the National Association of State Boards of

• Custody Accountancy (NASBA), as a sponsor of continuing professional education on the

National Registry of CPE Sponsors. State boards of accountancy have final authority
on the acceptance of individual courses for CPE credit. Complaints regarding

The course will also be applicable to those who handle registered sponsors may be addressed to the National Registry of CPE Sponsors,
150 Fourth Avenue North, Suite 700, Nashville, TN, 37219-2417.
‘internal client’ relationships. For instance, executives from Web site: www.nasba.org. This course has no pre- requisite reading.

areas such as: Can earn 31 credits on full completion of this course.

Or why not let us come to you? - opportunities for sponsored training.

• Internal audit
• IT / MIS/ Systems Security
• Operational Risk
• Operations Management
please email Kate Tedesco at ktedesco@euromoneyny.com or call (212) 843-5223.
Euromoney Training reserves the right to change any part of its published program due
to unforeseen circumstances. ©2005 Euromoney Training.

INFORMATION HOTLINE: tel: (212) 361-3299 email: info@euromoneyny.com

fax: (212) 361-3499 web: www.euromoneytraining.com/americas

DAY ONE
What is the role of the relationship
manager?
How do you measure your success as
a relationship manager?
The essential skills today for success
in relationship management.
PRACTICAL WORKSHOP:
Skills Assessment
Delegates complete 2 behavioral
questionnaires to identify their own
behavioral strengths and weaknesses.
Trainer feedback on a one-to-one basis is
followed by a group exercise to
determine how individuals’ skills sets
impact their CRM activities. Delegates
will be able to identify their own
behavioral style and how clients/
potential clients react to this.
Understanding your client
• Who is your client?
• Client selection – who needs you?
Who do you not want as a client?
• Client diagnostics - interpreting the
behavior model and assessing
behavior styles
• Diagnostics, segmentation and profiling
• Setting strategic objectives for the
relationship
PRACTICAL EXERCISE:
Product Understanding
In pairs, delegates take turns to play both
client and relationship manager. The
objective is to clearly identify and
communicate principal components of
the product/service offered, target
market, likely objections and key points
for later negotiation.
Questioning and Listening –
Determining your clients’ needs
• How to listen effectively
• Utilizing non-verbal communication
• Presentation skills
DAY TWO
PRACTICAL WORKSHOP:
Active, tactical listening - the key to
understanding and empathy
In pairs, delegates assess their listening
skills. Trainer feedback is followed by
intensive practice of listening and
questioning techniques. Individual and
common problems are addressed.
INFORMATION HOTLINE: tel:
fax:
Agenda
Exploring client needs
• Every client is unique
• Exploring the three types of needs
- Product
- Service
- Personal
Understanding client strategy
• How and where to research your client
• The annual report as a relationship
guide
• Understanding the value chain of your
client’s business
• Identifying which clients are relationship
driven versus transaction driven
• New client acquisition versus retention
of existing clients
Selling the appointment
• Setting the objectives of the call
• Telephone techniques
• Getting to the decision maker(s)
• Information gathering
• How to deal with objections
The meeting
• Structure an effective sales meeting
• How should relationship managers
describe products and services the
bank has to offer?
• The do’s and don’ts of a sales meeting
• How to present your products and
services – differentiating and
positioning
• Linking ‘features’ to ‘benefits’
• Closing techniques
• Identifying potential cross-selling
opportunities
ROLE-PLAY I:
Presenting your service/matching
needs - how to handle complexity
Working in pairs, delegates must
succinctly explain their product. Each
delegate has the opportunity to play the
role of client and client relationship
manager. This session will refine
delegates’ skills in presenting complex
products while maintaining clients’
interest and continuing to match clients’
needs.
(212) 361-3299 email: info@euromoneyny.com
(212) 361-3499 web: www.euromoneytraining.com/americas
DAY THREE
Managing challenging clients
• The ‘problem client’ – objection handling
• Successfully overcoming client resistance
• Gaining commitment from clients to the
next step
Negotiation skills for the relationship
manager
• Negotiation versus selling
• The negotiation process – planning,
planning and planning!
Planning the negotiation
• Information
• Style
• Leverage
• Ambitions
• Propositions
• Tactics
• Concessions
The key to successful negotiations
• The importance of achieving a win-win
outcome
• The art of negotiation
Self assessment
• Time management is key – delegate
and plan
• Creative thinking
• Planning meetings
• Ten steps to a successful telephone
interview
ROLE-PLAY II:
Structuring and negotiating
Using agreed client scenarios, delegates
work in groups of 4, in turns simulating
and observing the meeting. This is a
realistic client meeting where delegates
will be required to structure the
discussion, elicit client needs, provide
solutions and negotiate a transaction.
DAY FOUR
ROLE-PLAY II CONTINUED
Technology and Client Relationship
Management
• Exploring the use of technology and its
impact on CRM
• Expert systems
Where do we go from here? – Action
planning
• Putting the course into practice
• Individual account planning
The course ends at approximately 5:00pm
 CLIENT RELATIONSHIP
MANAGEMENT SKILLS
www.euromoneytraining.com/americas
Please send me information on:
■ Effective Derivatives Audit,
October 3-6, 2005
■ Corporate Finance and Valuation,
October 10-14, 2005
■ Financial Modeling,
October 11-14, 2005

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