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Getting up to Speed in Marketing of Financial Services

By: Tom Associates  

Lagos State, Nigeria

07 - 08 Oct, 2015  2 day

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The training will help participants to understand seven significant things about the market they face:

  • How they can spot and choose the right segments of the financial market to target.
  • How they can differentiate what the Bank offers from those of other financial services providers.
  • How they should respond to customers who are sensitive to pricing.
  • How they can tell which customers are ever most important.
  • How they can measure the payback from marketing communications – analog and digital.
  • How they can improve on selling efforts in different segments of the bank’s market.
  • How they can get the people in all your departments to be market-focused.

Course Contents


  • Finance Marketing Strategy
  • The Pool of Funds Analysis
  • The Battle Areas for Marketing
  • How to conduct Marketing Prospects Analysis
  • Who should I market to?
  • Who should I convince?
  • Who should I appease?
  • Working with the 3A =3P Model
  • Bank executive’s availability - Market presence/pervasiveness
  • Product acceptability - Customer/Prospect’s preference
  • Pricing - Customer/Prospects value perception
  • Bankers should Understand Brands Basics
  • Relationship between Customers and Brand Marketing
  • Building Bank Products to Brands.
  • Market Segmentation & Selling Skills
  • Public Sector Marketing
  • Selling to Corporate Accounts
  • Selling to High Net-Worth Individuals.


  • Marketing Communications
  • Marketing Stakeholders and Key Messages
  • Media Selection - Analog & Digital
  • Above- and Below-the-Line Activities
  • Marketing Communications Frequency
  • Feedback Mechanism
  • Managing Marketing Difficulties
  • Picking relevant and timely information from the prospects
  • Customer problems to solve
  • Bank policy problems to mitigate
  • Relational problems to mitigate
  • Bank Reputation to manage
  • Gaining prospects and customers trusts
  • Personal Competence
  • Self motivation
  • Networking competence
  • Product knowledge
  • Market knowledge
  • Industry/Competitor knowledge
  • Presentation skills
  • Negotiation skills
  • Objections handling skills
  • Closing skills
  • Mastering time
  • Managing relationships


5/7 Alade Lawal Street, Opposite Divisional Police Station, Off Ikorodu Road, Anthony, Lagos. Registration: 8.30 - 9.00 a.m. Class Session: 9.00 - 4.00 p.m. Oct 07 - 08 Oct, 2015
(Convert Currency)


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