Banking Sales Mastery: Integrating Marketing, Portfolio, and Relationship Management for Success(Apr. 21-23) In-person

Apr 21 2026

Banking Sales Mastery: Integrating Marketing, Portfolio, and Relationship Management for Success(Apr. 21-23) In-person

9:00am
National Banking College

Rationale

The banking landscape today is highly competitive, and customer expectations continue to evolve. To remain relevant and profitable, bankers must master the ability to integrate marketing intelligence, portfolio management, and relationship-building skills into their sales approach.

This two-day programme provides

participants with the essential frameworks and practical techniques to enhance sales effectiveness through a customer centric strategy. It helps bankers understand their markets, segment and manage their customer portfolios, and nurture relationships that lead to consistent business growth. The program bridges the gap between sales performance and long-term relationship value, equipping participants to deliver tailored solutions that meet customer needs while driving profitability.

Programme Objectives

Understand how marketing, sales, and relationship management interconnect to drive business performance.
Apply customer segmentation and portfolio management techniques to identify growth opportunities.
Use market and customer data to create compelling value propositions and sales strategies.
Employ consultative selling and relationship-building techniques to enhance customer loyalty.
Develop strategies for cross-selling and up-selling across banking products and services.
Manage and monitor their sales performance using CRM and performance dashboards.
Build a proactive, relationship driven sales culture aligned with organizational goals.

Course Content

The evolving role of sales in modern banking
Integrating marketing insights with relationship management
Customer segmentation and portfolio analysis for targeted sales
The customer value proposition (CVP) and product alignment
Consultative and needs-based selling techniques
Cross-selling and up-selling strategies for growth
Using CRM tools and data analytics for portfolio optimization
Building a personal sales pipeline and managing performance metrics
Relationship management for customer retention and loyalty
Developing a sales mindset and performance culture

Target Group

Relationship Managers and Relationship Officers
Branch Managers and Assistant Managers
SME and Corporate Banking Officers
Retail Banking Executives
Sales and Marketing Officers in financial institutions
Product and Portfolio Managers