Reclaiming Your VAT

Reclaim the VAT on your Euromoney Training Courses in the UK

Why am I being charged VAT?
The EU VAT Directive stipulates that all training and educational courses that are provided in the UK must include a VAT charge on payment.  

Can I reclaim my VAT back?
Overseas delegates who attend our courses in the UK are eligible to claim their VAT back once it has been paid.    

How can I claim the VAT back paid on a course?
There are two ways in which you can claim back VAT back from the UK.

Option 1 - Directly through HM Revenue and Customs

The most cost-efficient way is to claim back VAT directly from the UK Tax Authority (HMRC) by completing the following form. 
For European clients, please refer to form VAT 65
All other clients, please refer to form VAT 65A.

Option 2 - Through our Recommended VAT Reclaim Service – VAT IT
The specific rules for VAT reclaim will vary according to the laws of your country of residence. This can be complicated and time-consuming. 

Euromoney have an exclusive partnership with VAT IT, specialists in international VAT reclaim.  VAT IT will review, process and submit your VAT refund on your behalf. 

VAT IT will charge a percentage of the VAT refund if/when it is successful. 

If you want to find out more about this service, please email your details to:  

You may also be able to claim back your VAT against courses taking place outside of the UK, and we would recommend contacting VAT IT, our specialist partner, to discuss how to do this.


Course details

Download course brochure

Financial Solution Selling Skills in the Asset Management, Institutional & Investment Market Space

Learn how to create pitches & build relationships to drive repeat business
  • For those selling financial solutions in the Asset Management, Investment and Institutional space there are a number of challenges that include:

    • Commoditised market place
    • Increased competition
    • Price contagion
    • Blurred lines of differentiation
    This course focuses on the skills needed to tackle these challenges. The course led by an experienced financial professional will assist delegates.
    • Establish intangible value to support premium pricing strategies
    • Design solutions based upon a partnership approach
    • Create pitches that leverage your competitive advantage
    • Build relationships that create repeat business.
    The course is led by a vastly experienced marketing and sales specialist in the asset management / investment solutions arena. The course will look at the specific challenges of selling in the corporate and institutional space. The course will show delegates how to:
    • Expedite long lead times
    • Deal with complex decision making structures
    • Create trust in these relationships
    • Assisting clients to realistically appraise the risks in not making a decision making
    • Presenting complex information in persuasive ways.
    The course will use case studies and role plays that are grounded in the asset management space.

    Who should attend
    • Fund Managers
    • Relationship Managers
    • Investment Managers
    • Investment Solutions Specialists
    • Financial Advisors
    • Heads of Marketing
    • Heads of Origination and Distribution


  • Day 1

    Creating the Value Advantage in the Corporate, Institutional and Investment Market Place


    Session’s aims: The nature of corporate / institutional selling is the more you push a product the more you de-value your offering. In this session delegates will be shown proven techniques on what creates value for the corporate / institutional client.

    • The difference between value and cost
    • The intangible element of customer value
    • Understanding the value equation: benefit vs price
    • The difference between being a salesperson and a value merchant
    Escaping the Price Driven Sale: Low value selling approaches will not work in this market place

    Session’s aims: We look at how the Asset Management, Investment and Institutional sales process crucially differs from lower value selling and why “pitching” and price negotiation too early in this process will lead to greater price objections from the client.. You will learn how to move price discussions further down the process.

    • The difference between high value and low value selling
    • How not to be commoditized by your customer
    • Negotiation and pitch only after value has been established
    • Understanding cognitive dissonance in the price / value process
    • Increasing average sales and solution value
    Selling in the Professional Service Arena: The Trusted Advisor / Consultative Approach

    Session’s aims: Using case studies and small group discussion, the differences between commodity selling and consultative selling will be drawn out. Research on buyer’s wants from financial salespeople will be considered. Two themes of the course will be introduced: converting transactional customer to relationship based ones and the need to create momentum in the sales process.

    • What do corporate buyers want
    • Financial selling compared to other types of sales
    • Establishing yourself as a trusted advisor for your client’s affairs
    • The habits of successful inst managers
    Getting Appointments in the Corporate and Institutional Market

    Session’s Aims: Delegates in this session will become fully acquainted with all aspects of marketing to corporate / institutional clients. By the end of the session they will have received feedback on both their initial face to face and telephone communication skills. All delegates will also have filled out a customized marketing plan for their market.

    • Self generation of potential clients
    • Lead generation for different financial markets: Reducing the disconnect
    • Your initial benefit statement: why the first 30 seconds you meet someone is so vital
    • Improving your impact in those first thirty seconds
    • Making the first telephone contact
    Understanding Client Psychology

    Session’s aims: Using some easy to apply techniques delegates will learn how to profile common client buying processes. Delegates will also evaluate their own selling styles and how this impacts their relationships.

    • Analysing the social style of the customer
    • Fast paced versus slow paced
    • People versus task
    • Amiable, analytical, driver, expressive

    Day 2

    Effective Client Meetings

    Session’s Aims: Participants in this session will be given a tool to help them structure their client meeting so that it as effective as possible.

    • The importance of preparation
    • Guidelines for the beginning, middle and end
    • Goal Implication Analysis – a technique to structure your meeting
    What does the Client want: The Fact Find

    Session’s Aims: This session aims to assist those attending to understand basic sales psychology to assist them in identifying what motivates their client. Assessment will be made of current listening skills and advice given on how to improve them. All participants will be asked to role – play using different questioning techniques so they can get a deeper understanding of effective questions.

    • The questioning phase

    - Questioning technique: the importance of “Open” questions

    - The different types of questions

    • Sacrosanct questions
    • Different Classification of Questions: Questioning: Open, Closed, Reflective, Leading and Assumptive
    Advanced Financial Questioning Skills that increase average client revenue

    Session’s Aims: One of the biggest mistakes financial sales people make is providing a solution to a client’s implicit needs. This session looks at how you get someone to make their needs explicit so that their need becomes more tangible; the proposed solution more differentiated; the buying decision more urgent and the seller buyer relationship more partnership orientated.

    The concept of motivating questions

    • Situation questions – their uses and limitations
    • Business opportunity questions – uncovering new business from clients
    • Need reinforcement – secrets of selling financial services

    - Getting the customer to confirm their need

    • Gaining client commitment in different countries and different cultures
    Case Simulation: Effective Financial Questioning
    • Delegates have time to prepare in pairs
    • Each individual is given a set of client needs
    • Pairs present back their solutions to the audience
    • Debrief and discussion: what went well and what could have gone better

    Day 3

    Effective Solution Pitching

    Session’s Aims:
    Credibly presenting your solution is vital if you are going to win the client. This session will give you a structure on how to enhance this crucial area.

    • Organising the group pitch
    • Rehearsing and structuring your pitch
    • The differences between Features, Advantages and Benefits
    • Creating a presentation that meets the Explicit Needs of the client
    • Understanding the preferred sensory perception of your client and how to tailor your presentation to their preference
    • Transactional vs. relationship style of client and how to personalise it to the customer
    • Effective verbal and non verbal behaviour to increase positive impact on client
    Role Play: High Value Pitch Simulation
    • Participants have a final opportunity to put the skills of the course into practice
    • Delegates are observed undertaking a sales scenario
    • Are they using the Questioning Structure? Are they using the other skills of the course?
    • Group debriefs in small groups, using the second feedback sheet
    • Personal action planning – a contract for further improvement
    Closing the Deal

    Session’s Aims: Delegates will look at various ways to overcome resistance by the customer and also to present their solution to customer needs in the most positive way possible.

    • Alternative ways of closing
    • Overcoming Resistance
    Effectively handling Objections

    Session’s Aims:
    Delegates will look at various ways to overcome resistance by the customer and also to present their solution to customer needs in the most positive way possible.

    • Effectively reducing objections
    • Dealing with price objections
    • Dealing with apathy
    • Dealing with sceptical buyers
    Creating Up-Selling, Referrals and Cross-Selling Opportunities

    Session’s Aims: It is always more cost effective to sell more to an existing customer than trying to get a new customer. How to create such opportunities will be reviewed and analysed.

    • Strategies to up-sell
    • Creating advocates
    • Strategies to cross-sell
    • Integrating the above and positioning them in your service offering
    Knowledge Based Assessment
    Participants will complete a short examination to assess the knowledge they have learned from the course.

    Action Planning

    Session’s Aims: This session focuses on what learning each delegate will bring back to their business and how they will apply it to improve their learning.

  • Our Tailored Learning Offering

    Do you have five or more people interested in attending this course? Do you want to tailor it to meet your company’s exact requirements? If you’d like to do either of these, we can bring this course to your company’s office. You could even save up to 50% on the cost of sending delegates to a public course and dramatically increase your ROI.

    If you want to run this course at a location convenient to you or if you want a completely customised learning solution, we can help.

    We produce learning solutions that are completely unique to your business. We’ll guide you through the whole process, from the initial consultancy to evaluating the success of the full learning experience. Our learning specialists ensure you get the maximum return on your training investment.

  • We have a combined experience of over 60 years providing learning solutions to the world’s major organisations and are privileged to have contributed to their success. We view our clients as partners and focus on understanding the needs of each organisation we work with to tailor learning solutions to specific requirements.

    We are proud of our record of customer satisfaction. Here is why you should choose us to help you achieve your goals and accelerate your career:

    • Quality – our clients consistently rate our performance ‘excellent’ or ‘outstanding’. Our average overall score awarded to us by our clients is nine out of ten.
    • Track record – we have delivered training solutions for 95% of worlds’ top 100 banks and have trained over 250,000 professionals.
    • Knowledge – our 150 strong team of industry specialist trainers are world leading financial leaders and commentators, ensuring our knowledge base is second to none.
    • Reliability – if we promise it, we deliver it. We have delivered over 20,000 events both in person and online, using simultaneous translation to delegates from over 180 countries.
    • Recognition – we are accredited by the British Accreditation Council and the CPD Certification Service. In an independent review by Feefo we scored 96% on service and 95% on product
This course can be run as an In-house or Tailored Learning programme


  • Mike Polya


    Michael was the Director of Client Facing Support for EMEA, from 2003-2016, at State Street Global Advisors, one of the world’s largest asset managers. This meant coordinating and participating in the training programme, advising on strategic priorities and continuously looking for ways to increase the productivity of our sales and relationship managers. He was also responsible for the PMO (Project Management Office) which managed over 50 projects in a period of 3 years. He is still managing a collaborative project, with 45 participating organisations from the investment community, which is doing ground-breaking work on identifying the key sustainability factors that have the potential to create value or prevent value erosion from an investor’s perspective. Prior to joining SSgA, in 2003, he held senior management positions with several international companies in the branded sporting goods industry and financial services. He has also run his own consultancy and manufacturing companies. Michael holds an MBA from INSEAD, Fontainebleau, France and a BA degree in Economics and French from the University of Reading.



"All courses are held at four or five star venues in Central London, Zone 1. We strive to provide you with a training environment of the highest quality, to ensure that the whole learning experience exceeds your expectations.

Your training venue will be confirmed by one of our course administrators approximately 3-4 weeks before the course start date.

As such we have detailed our most frequently used training destinations in London on this map. If you need help booking accommodation for your visit to our training courses, please contact and one of our partners will help you get the best rate possible."