Sales and Client Skills

Get The Competitive Advantage in Financial Services

In a crowded marketplace, how can you ensure your proposition stands out from the crowd, when your offering is intangible, and the only thing that looks different to your competitors, is your logo?

Our Sales and Client Skills curriculum equips your team with the skills to build strong client relationships, differentiate your proposition, and increase client loyalty.

We have utilised our broad financial services experience to identify the selling and client skills needed to enhance revenue and client loyalty. Combined with our expansive industry insight, we have outlined a range of courses and models for your teams to leverage in order to drive the essential behaviours necessary to deepen your competitive edge.


Our unique combination of a deep knowledge of selling skills and our broad experience within financial service results in training that’s more relevant, practical and actionable than other, generic sales courses.

There are many commercial sales models that been created for the tangible product environment; however, they don’t work well for financial services where value is largely intangible. Our models are science-backed, and our design team has partnered with leading business schools to ensure there is a rigorous data infrastructure behind our curriculum.

No other training provider has a sales and client skills catalogue dedicated purely to the financial sector. Our Sales and Client Skills curriculum consists of specialised training for private banking, transaction banking, asset management, global markets and commercial banking.


Our Solutions Address the Competitive Challenges in Financial Services

Creating competitive advantage in the financial services marketplace is challenging because:

Clients issuing RFPs and tenders, result in the same requirement being given to several potential suppliers. As all potential suppliers are answering the same requirement then all their proposals look the same with the only difference being price.

When selling tangible goods, you can engage multiple senses. With financial selling, only hearing is engaged. This makes it challenging to create a strong attraction response from clients. When no solution stands out to clients there can be a feeling that all competing solutions are fundamentally the same.

How do you build differentiation in an industry where you are viewed as the same as each other, you can’t try before you buy, and all that looks different from the outside is your logo?  

Finance is about a future state; you don’t have the luxury of being able to show people a demo. In general, you can’t show functionality to the same level that you can with tangible goods.

Product competitive advantage is limited in finance where it’s the relationship manager/ financial advisor/ client service manager who creates value. This value is created through their interaction, insight, empathy, listening, summarising, diagnosing, presence, influence, authority, curiosity, adaptability etc. These are all skills that can be taught and mastered.

At Alpha, we call them Advisory Skills.

Create Your Value in a Competitive Marketplace

Our curriculum has been designed to meet the needs of the modern banking environment. The list of courses are below:

Find out more about our in-house training courses