Corporate Client Relationship Management

This course will help you to: Successfully segment the different corporate customers and to understand their different product and financing needs. Efficiently manage the client relationship and prepare the calls. Improve the share of wallet and your cross-sell ratio. Develop product bundling. Setting appropriate goals to the RMs and monitoring their success. Align product specialists and corporate finance bankers with corporate banking organisations. Measure client and product profitability. Set appropriate pricing for the different client segments. The Programme Features This programme draws on the knowledge and practical experience of an internationally experienced executive who has worked for some of the largest institutions in the world. The German HVB Bank, now part of the Unicredit Bank Group, and ING Group belong to the largest banking institutions in the world. They are known to manage large retail and corporate banking networks in mature and the emerging markets. In addition, examples will be given from successful financial institutions in Central & Eastern Europe, Asia and Africa. The course will teach how to successfully run a corporate banking network, how to manage your clients proactively and how to be responsive to their different needs. It will help you to set appropriate goals to your branches and RMs and monitor the success of your marketing campaigns. The RMs will be shown how to analyse the different financial needs of their clients and react with innovative proposals. This approach will help your organisation to improve the cross-sell rate, reduce the price pressure and increase the client’s loyalty. The course will deepen your understanding of risk adjusted product pricing and how to measure client and product profitability. Who should attend Executives and general managers in corporate and SME Banking. Regional and branch managers. Relationship managers and product specialists. Members of the planning and strategic department. Members of the controlling department. Professionals of the marketing and sales departments. HR professionals. Course Background Lending to corporate and SME customers is one of the largest and most stable source of earnings for commercial banks. At the same time, strong domestic and international financial institutions are fiercely competing in this segment and therefore require an up-to-date strategy and differentiation for your institution. The role of the bank’s relationship managers is of upmost importance in this process. Taught by an internationally experienced professional, this course is designed to give delegates a comprehensive overview of the latest techniques and methodologies to successfully manage a corporate banking and SME network. The course starts with concentrating on efficient client management which helps you to increase the share of wallet, improve the cross-sell rate and offer an adequate product and services range to the different client segments. Real life situations willbe discussed regarding the appropriate pricing in the different sales channels and customer segments, in order to avoid price pressure and achieve the bank’s profitability targets. In addition, the course will focus on the preparation of customer calls, considering the different product and service options. A questionnaire will be provided to you analysing the financial statements and suggesting product and service needs of corporate and SME clients. The right alignment of product specialist and corporate finance experts in a modern banking organisation will be introduced. Finally, the programme will discuss the appropriate goal setting for the RMs and the monitoring of the sales force efficiency.
Day 1 Building a successful sales organisation Welcome and introduction. Programme overview. Delegates' expectations. Session 1: Successful client segmentation. The success factors in corporate and SME banking. The right client segmentation. Size, credit volume, product uptake. Profitability and future business volume. Designing the national branch network. Aligning product specialists and corporate finance experts. Delivering products and services through different sales channels. Branch network. Direct sales and internet banking. Hybrid forms. Pricing strategies in the different sales channels. Assessing the competitive environment. Workshop: Towards a modern sale channel management. Understanding the pros and cons of the different sales channels. Session 2: Efficient client strategy. Setting appropriate goals for the sales force and the RMs. Planning and executing a market strategy. The role and responsibility of the regional, the branch manager and the corporate RM. Identifying attractive clients. Case study: Setting appropriate goals for the front office. Understanding the client’s financial needs. Developing a client strategy. Preparing the call. Analysing the financial statement. Making proactive proposals. Offering different financial solutions. Case study: Delegates will analyze the performance of a medium sized corporate client, assess its requirements, and develop a marketing strategy. Session 3: Enhancing the cross-sell rate. Dealing with loss leaders. Improving the performance of existing clients. Looking for new clients. Tracking the client performance. Introducing product bundling. What products to be included. Which sector segmentations. Best practice. Case study: Designing product bundles for different industry sectors. Day 2 Building a competitive product range Session 1: The role and responsibility of the different parties involved. Setting the client strategy. Rolling out the market and corporate client strategy. The responsibility of the RM. Adequate support by mid and back office. Co-ordinating product and capital market specialists. The right risk and revenue allocation. The responsibility of the credit department. The role of the risk department. Practical rules to increase the cooperation between the different offices. Session 2: Defining product needs and services. Defining core corporate products and services. Lending based products. Transaction based products and services. Fee based products and services. Introducing innovative lending products. Import and export financing. Leasing. Factoring/bill discounting. Inventory based lending. Supply chain financing. Workshop: Delegates will “standardize” different product offerings and apply them to the SME market - Does bank assurance work? Case study: Understanding the chances and requirements of a modern supply chain arrangement. Session 3: Selling Corporate Finance and Investment Banking Products. Identifying corporate finance needs. How to organize the cooperation between corporate and investment bank. From corporate lending to cash flow based lending. The introduction of corporate finance and investment banking products. Understanding structured banking products. From general lending to cash flow based financing. Defining structured and transactional products. Asset based lending. Investment banking. Best practice in corporate banking. From the silo approach to successful marketing of all banking products and services. How to successfully build a portfolio of structured products. Case study: Successful cross-selling of investment banking products. Day 3 Measuring the success of the sales channels Session 1: Measuring product and client profitability. Different concepts of measuring profitability in corporate banking. Revenues/volume/risk-weighted assets. Regulatory capital. RAROC and RORAC. EVA. Setting the pricing for lending and deposits. Factors influencing the price of banking products. Applying risk adjusted pricing in corporate banking. Standard risk cost and expected loss expectation. Unexpected losses. Economic capital versus regulatory capital. Establishing the minimum price for banking products. Understanding the pricing practice in corporate banking. Workshop: How to price a product in a competitive banking environment? Session 2: Developing the skill set of a corporate RM. The skill set of an corporate RM. Product knowledge. Analysis of financial statements and client strategy. Credit and risk expertise. Negotiation skills. Goal setting for the front office. Tracking the performance. The right numeration. Case study: The different career plans for corporate relationship managers.