In my role as Head of Retail at Stanbic Bank Ghana, with extensive experience in sales management post the 2017-2019 banking cleanup, I would deliver this workshop emphasizing practical prospecting in Ghana’s competitive market, where fintechs challenge traditional banks. Drawing from BoG’s sustainable banking principles, I’d stress ethical sales to avoid mis-selling risks, using real examples like targeting SMEs recovering from DDEP impacts.

Introduction to Prospecting
Prospecting is the foundation of sales, identifying leads with potential to convert into customers. In Ghanaian banking, qualified prospects reduce rejection rates and boost efficiency, aligning with sales targets under Basel II/III adapted risk frameworks.

Six Characteristics of a Qualified Prospect

1. Need or Want for the Product: The prospect must have a identifiable gap that the bank’s product fills, e.g., an SME needing working capital loans amid festive demand, as per consumer buying behavior analysis (attitudes towards credit). Avoid cold calls; use data from existing accounts showing low balances.
2. Ability to Pay (Financial Capacity): They should have the income or assets to afford the product without default risk, compliant with BoG’s Credit Risk Management Directive. For instance, verify via credit bureau checks (e.g., XDS Ghana) for prospects with stable salaries above GH¢2,000 monthly.
3. Authority to Decide: The prospect must be a decision-maker, e.g., business owners for SME loans, not junior staff. In family-owned businesses common in Ghana, confirm via KYC processes under Act 930 to ensure legitimacy.
4. Accessibility: Easy to reach and engage, such as through digital channels or branch visits. Prioritize prospects in urban areas like Accra, using telephone-based channels (7.2) for follow-ups, avoiding those in remote locations without ATM networks.
5. Eligibility and Fit: Matches the bank’s segmentation criteria, e.g., age 25-55 for retail savings products, per market segmentation at local levels (4.6). Exclude high-risk profiles per BoG’s AML/CFT guidelines to prevent compliance issues.
6. Timing and Urgency: The prospect’s need aligns with current opportunities, like Christmas deposit drives. Gauge via attitudes towards savings (4.5), targeting those with immediate liquidity needs post-DDEP haircuts for timely conversions.

Workshop Activities

• Role-playing: Simulate qualifying leads.
• Case Study: Analyze a failed prospect from UT Bank’s collapse due to poor qualification.
• Q&A: Emphasize integration with sales training (11.4) for ethical, profitable outcomes.