MARKETING THE CREDIT MANAGEMENT POSITION IN TODAY’S ECONOMIC CLIMATE

Author/Lecturer

DAVID L. OSBURN

David is the founder and managing member of David L. Osburn & Associates LLC, a Las Vegas-based business training and contract CFO firm that provides seminar/keynote speeches for various groups including CPAs, bankers, attorneys, credit union employees, credit managers, trade groups, and businessowners. He also serves as a contract CFO for a large multi-state construction company, co-manages a bank educational program with the University of Nevada Las Vegas, and is a board member of North Star Business Services, a commercial lending company (commercial real estate and equipment financing).

His extensive professional background encompasses over 25 years in banking, finance, and marketing. His bank commercial lending credentials include comprehensive loan underwriting, management, customer development, and loan workout experience.

In addition, David is an Adjunct Professor for Regis University, an accredited MBA program and the College of Southern Nevada, a community college. He has taught college courses for over 24 years, covering Finance, Accounting, Economics, Marketing, Banking, Business Law, and Management.

He earned an MBA in Finance/Marketing from Utah State University and a BS in Finance from Brigham Young University. He is also a graduate of the University of Oklahoma National Commercial Lending School.

David L. Osburn & Associates, LLCA Business Training & Contract CFO Firm

David L. Osburn, MBAManaging Member7521Enchanted Hills CtLas Vegas, Nevada 89129

Direct: (702) 655-1187Fax: (702) 382-2298E-Mail: dlosburn@cox.net Web: dlosburn.com

MARKETING THE CREDIT MANAGEMENT POSITION IN TODAY’S ECONOMIC CLIMATE

I. Hypothesis:

Credit Manager has knowledge.

Knowledge is economic power.

Economic power makes/saves your company money. Therefore, Credit Manager makes/saves your company money & adds real value to the firm.

I.

II. Tools/Skills of the Credit Manager:

General (Academic/On The Job Training)

a) Accounting

b) Economics

c) Finance

d) Technology (e-commerce)

e) Management

f) Marketing (Applied Economics)

III. General Understanding of Changes in Macro-Economy:

a) Unemployment Rate

b) Interest Rates

c) Stock Market

d) International Issues

IV. Specific Understanding of Micro-Economic Issues:

a) Market Structure

Pure Competition Monopolistic Oligopoly MonopolyCompetition

b) Industry/Company/Product Life Cycle

Birth Growth Maturity Decline Rebirth?

c) Elastic/Inelastic Demand (Price versus Quantity)

Ex. Medical

Chiropractor Dentist General Brain

Practitioner Surgeon

V. Practical Micro-Economic Application- Marketing:

The Target Market:

The Marketing Mix:

a) Product

b) Place

c) Price

d) Promotion (Advertising & Personal Selling)

Ex. Home Equity Line of Credit

Wal-Mart

VI. Advertising:

a) Industry

b) Company

c) Credit Department

d) Credit Manager

VII. Advertising The Credit Manager:

a) Personal Appearance- First Impressions

b) The Hand Shake

c) The Business Card

d) Speech Patterns

e) Listening Skills

VIII. Personal Selling- The Credit Manager:

a) Negotiation Skills

b) Empathy

c) Ego

d) Mediation

IX. MARKETING CASE STUDIES:

a) Six (6) Months Until Retirement!

b) The “Rainmaker”

c) The “Stressed-Out” Credit Manager