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| Qualifications |
Certificate in Sales and Service
Course Structure
The Certificate in Sales and Service offers the following 3 compulsory subject units:
Introduction to Financial Services
- Money: cash, bank deposits, legal tender, barter, qualities/ functions of money, development of money, token money, defining money - theory, practice.
- UK Retail Banks: development of UK banking, innovations by Scottish banks, Girobank, retail bank functions, balance sheet aspects, liquidity and profitability.
- Building Societies: development and growth, pressure for change, Building Societies Acts, balance sheet aspects.
- National Savings and Investments: sources/uses of funds.
- Other Deposit-Takers: finance houses, ownership, sources/ uses of funds, merchant banks, functions, balance sheet aspects, overseas/foreign banks, store groups, credit unions.
- Bank of England: development, functions, balance sheet aspects, discount market, institutions, functions, sources/uses of funds.
- Financial Services Authority
- Capital Market: primary and secondary market, types of shares, stock market terminology, institutional investors, insurance companies, pension funds, unit/investment trusts, Lloyd’s Corporation, insurance/risk.
- Market Share of Financial Institutions: liquid assets, banks and building societies, personal products, cheque accounts, deposit/ investment facilities, advances - types, other customer services.
- Money Transmission: cash, cheques, bank giro, regular payments, APACS, ATMs, telephone banking, technology and personal financial products.
- Financial Sector Developments: employment and branches, rationalisation and re-structuring, income - costs - profits.
- Building Societies: current trends and prospects.
- Future Banking: single European banking market, ‘core’ banking activities, cross-border alliances.
- Plastic/Electronic Money: credit/debit cards, charge/store cards, affinity cards, smart cards.
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- Sales and Service in Financial Services: Sales culture; customer engagement; solving problems; showing empathy; service provision.
- Customer Service: Customer service; queue management; greeting the customer; treating the customer courteously; image and presentation; telephone technique; handling complaints effectively; Financial Ombudsman Service.
- The Selling Process: The selling process; pre-sales preparation; Introductions; information gathering; identify and agree needs; introducing product(s); overcoming objections; closing the sale; referrals; after sales service; telephone selling.
- Product Knowledge: Current accounts; Standing Orders and Direct Debits; basic accounts; overdrafts; deposit/savings accounts; investment accounts; Individual Savings Accounts (ISAs); loan accounts; personal loans; revolving credit accounts; hire purchase loans; home loans and mortgage lending; interest rates; term loans; electronic funds transfer; credit and charge cards; travel facilities; delivery Channels; branch network; customer contact centres; internet; cross selling.
- The Competitive Environment
- Marketing: Marketing financial services; target markets; market segments; socio-economic groups; acorn analysis; life cycle; market research; market segments; sources of information; primary information; product development; advertising; organisational advertising; product awareness; product advertising; product differentiation; target audience; media; advertising effectiveness; databases.
- Legislation and Regulation: Financial Services Authority; Money Laundering Regulations; The Banking Code of Practice; The Business Banking Code; The Code of Mortgage Lending Practice; Data Protection Act; Consumer Credit Act.
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- The Role of Marketing:The marketing concept; marketing mismanagement; evolution of marketing in the banking sector; benefits of relationship marketing; what does marketing involve?; information interpretation; tools for gathering, storing and disseminating information; planning & implementation; service quality; training programmes; marketing environment.
- Understanding Customers: Consumer buying behaviour; consumer buying decision process; influences on behaviour; organisational buying behaviour; decision-making unit; buying process; influences on organisational buying; segmentation and target marketing; market segmentation; bases for segmenting consumer markets; bases for segmenting the corporate market; requirements for effective segmentation; selection of target markets; loyalty and relationship marketing.
- Managing Marketing: Marketing information; internal reporting input; marketing intelligence input; marketing research input; market research process; marketing planning process; corporate plans -vmarketing plans; marketing planning cycle; situation analysis; development of marketing objectives; formulation of the marketing strategy; development of the plan for implementation and control; implementation of the marketing plan; branch marketing plan; situation analysis; business development objectives; business development strategy; development of implementation plan; implementation of the branch marketing plan; rationale and practice for internal marketing; internal market research; internal marketing targets.
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