To strengthen the business development and customer engagement capacity of partner financial institutions, CapPlus FIRST+II supported a five-day Sales Training each for the staff of Atwima Kwanwoma Community Bank, Odotobri Community Bank, and Sinapi Aba Savings and Loans Ltd. The first two days focused on a Training of Trainers (ToT) session for 17 key staff across the Banks, equipping them with the skills and knowledge to lead and sustain internal sales capacity-building efforts. The remaining three days were dedicated to training 90 relationship officers and business team members from all Banks on practical sales and marketing techniques, customer engagement, and business development strategies.

The training aimed to sharpen practical sales and customer relationship skills needed to expand outreach to MSMEs, women-led businesses, agribusinesses, and underserved clients. Rather than focusing solely on products, the sessions emphasized understanding customer realities, identifying hidden needs, and positioning financial services as tools for growth and stability.

Over the five days, participants engaged in highly interactive exercises covering customer prospecting, market segmentation, sales planning, objection handling, customer retention, and relationship building. Facilitators also guided participants through practical simulations designed to improve confidence in customer conversations and strengthen the institution’s ability to convert prospects into long-term clients.

A major highlight of the training was the strong focus on customer-centered selling. Participants explored how to move beyond simply “offering products” to communicating value in ways that directly connect with customers’ business goals, family responsibilities, and financial aspirations. Exercises encouraged staff to think critically about how financial products can respond to the day-to-day realities of traders, smallholder farmers, and microbusiness owners.

The sessions also introduced participants to structured sales processes and activity tracking approaches aimed at improving efficiency and accountability. Discussions around customer acquisition, follow-up strategies, and sales conversion benchmarking helped staff identify opportunities to improve outreach and strengthen portfolio growth over time.

Key Outcomes/Highlights

• Participants gained practical knowledge in sales and marketing strategies, including customer engagement, product positioning, branding, and effective communication techniques to improve business growth and customer retention.
• Agreed action points included stronger customer relations, improved pricing and sales strategies, and better client data collection.
• Key priorities identified were improved business planning, financial discipline, accountability, and sales tracking.
• The Board and Management reaffirmed their commitment to continuous participant support, mentorship, and strengthening business growth and sustainability.
• Immediate next steps include monitoring implementation, tracking improvements in sales and customer outreach, and improving clients’ disaggregated data.

Throughout the engagement, participants reflected on how stronger customer engagement practices can contribute not only to institutional growth but also to broader financial inclusion objectives by helping underserved entrepreneurs access suitable financial solutions and build more resilient businesses.

"The sales and marketing training was highly impactful, enhancing our understanding of customer-centric banking, business development, and innovative marketing strategies needed to strengthen financial inclusion and improve service delivery. The knowledge gained will support our efforts to deepen customer relationships, expand outreach, and drive sustainable business growth.” Isaac Frimpong-Manso, Head, Business Development and Marketing, Atwima Kwanwoma Community Bank.

The training forms part of FIRST+II’s ongoing support to financial institutions under its Financial Institution Transformation, which seeks to strengthen institutional practices, improve service delivery, and expand access to finance for underserved groups across Ghana.