2023 Publication Sprint Competition Course Background: In the increasingly fierce financial competition, customers have become one of the most critical competition focuses among banks, and the competition between banks has gradually shifted from the competition of products and services to the competition of customers. Corporate account managers play an extremely important role in this market competition.
And with the deepening of the socialized production mode, the market competition has changed from the competition between a single customer to the competition between the first chain and the first chain, and all parties within the same chain are interdependent"One wins, one loses"；At the same time, since credit sales have become the mainstream way of trading, it is difficult for the ** merchants in the middle and upper reaches of the ** chain to pass"Tradition"The credit method is supported by the bank, and the shortage of funds will directly lead to the stagnation of the follow-up links, or even appear"Disconnection"。Maintaining the survival of the chain, improving the effectiveness of the capital operation of the chain, and reducing the overall management cost of the chain have become an important topic for all parties to actively explore. Chain finance has gradually become a new business growth point for commercial banks in the financial innovation environment, and the development of chain finance has become an important part of commercial banks to carry out financial services for small and medium-sized enterprises. In this context, the account manager's understanding and application ability of **chain finance is particularly important.
This course will deeply interpret the core essence of bank marketing and sales behavior, master the simple and easy to implement effective bank sales skills, bank marketing communication skills, and provide comprehensive and pragmatic guidance for domestic bank relationship managers to expand their business and develop themselves. Fundamentally assist account managers to grasp and promote the customer purchase process and improve the transaction rate!
Course Benefits:
Acquire the skills to design and present financial services solutions to corporate clients.
Understand and master the strategies, principles and skills of business negotiation to facilitate the development of the marketing process.
Understand the characteristics and procurement process of corporate business customers, and the manager systematically grasps the corporate business marketing process.
Help the bank's corporate account managers understand and master the key skills that are critical to reaching corporate customers and arouse interest.
The bank's corporate account manager has mastered the key skills of in-depth exploration of corporate customer needs.
Acquire the skills to design and present financial services packages for corporate clients.
Use key person strategies and communication skills in key account sales to increase win rates.
Enhance the account manager's understanding of **chain finance and business marketing ability.
Improve the ability of account managers to design and apply financial product portfolios.
Course Duration:2-3 days, 6 hours a day.
Course Target:Medium and senior relationship managers of bank-to-business lines.
Course Method:Classroom questions, classroom explanations, group discussions, case analysis, and situational training are the mainstay.
Course outline
Lecture 1: Deposit in **?At the beginning of the year, the company business customer mining skills
1. Target customer selection and contact
2. Clarify the target customers
Identify target customers – win-win
We will continue to carry out extended customer expansion, and take advantage of the national "mass entrepreneurship and innovation" innovation and innovation opportunities to continuously consolidate the customer base.
How to master the bulk customer acquisition channel
1) Have a variety of bulk customer channels.
2) Master the marketing strategy of different channels.
3) Establish a long-term, fixed and effective channel network.
4) Customers recommended by channels recognize our services.
Define a strategy
1) Goal – Develop a differentiation strategy.
2) Tools - relying on the different needs of different channel characteristics, marketing methods and object characteristics in the channel network;Scenario Template resource.
Establish a reputation
1) Goal: Establish a professional and efficient reputation of our bank, and form a spiraling channel promotion model.
2) Tools - a variety of branding forms, rich event planning solutions.
3. Analysis of customer needs
Target customer cross-sell demand cases
1) Analysis of customer needs for procurement.
2) Analysis of sales customer needs.
3) Analysis of the needs of wealth management customers.
4) Analysis of financing customer needs.
5) Analysis of customer needs for fund management.
Lecture 2: Grasp the skills of batch target customer development
First, the purpose and role of market segment planning
1."Market segmentation, batch development, list sales" strategy.
2.The relationship between regional market planning, market segment planning, and batch development.
3.Comparative analysis of the effect of "market segmentation and batch development" and single-family development.
Target customer targeting
1) Focus on the consumer industry, focusing on marketing consumer industries that are driven by domestic demand, have a weak economic cycle, and are closely related to clothing, food, housing and transportation.
2) Follow customer selection criteria.
3) The target customer group of the enterprise is mainly "one circle, one chain and one district".
Second, the target customer group of small and medium-sized enterprises
Tip Content:Analyze the main target customer groups of small and medium-sized enterprises, and grasp the customer groups that focus on supporting marketing.
Business district customer base
1) Marketing direction of industry associations (chambers of commerce).
2) E-commerce platform marketing direction.
**Chain customer base
Key marketing and core enterprises have long-lasting and stable cooperation, good relationship, have certain advantages in products and services, and customers with a high degree of dependence on core enterprises.
3. Point marketing of deposit absorption methods: micro-innovation of traditional banking business
1.How to differentiate yourself from traditional loan products?
2.How to obtain the "deposit precipitation" in customer flow?
3.How to design a financing plan for an asset-light company?
4.Micro-innovation of traditional debt products.
Ideas:How to use multi-product closed-end to guide customer deposits.
Case Study:Well-known real estate enterprises closed operation + construction enterprises Yunxin business.
Micro-innovation of traditional credit products
1) Introduce a guarantor to enlarge the value of the collateral - easy loan: there is a deposit and a loan.
2) Introduce relay cooperation between funders - relay loans: segmented cooperation to release scale.
3) Batch development of shop mortgage products - one shop double loan.
4) Long-term financing of operating properties - property loans.
Fourth, the chain marketing of the deposit absorption method: the combination strategy of deposit and loan income
1.Discover new marketing opportunities: Your customers' money flows in chains.
2.Discover new risk control methods: ERP system grasps enterprise dynamics in real time.
3.Uncover opportunities from enterprise reports.
Marketing Case Sharing:Practical cases of system development in pharmaceutical logistics enterprises.
Lecture 3: Institutional Business Marketing of Deposit Absorption: Transaction Banks Help Deposit Precipitation
1. The current situation of the operation of institutional customer groups
Institutional Client Positioning
1) Five characteristics of institutional customer operation.
2) High requirements for safety efficiency.
3) There is a strong demand for transaction banks.
There is less need for credit business
It has a wide range of social characteristics.
2. Analysis of the business environment of institutional customer groups
1.The institutional deposit market has huge potential: large scale, high proportion and fast growth.
2.The reform of the fiscal and taxation system has given institutional clients a wide range of opportunities for business development.
3.Five major trends in institutional client management.
4.Institutional customer group management strategy.
Third, the key institutions customer group management ideas - finance
The focus of the financial customer group management - the financial revenue and expenditure system
1) Perspective of budget management system and financial system.
Docking channels and business development models of the financial department
1) The focus of financial customer group management - local ** debt capital chain.
The focus of the financial customer group management - the non-tax payment of the funds collected and paid by the treasury
a. Methods of collection of fiscal non-tax funds.
b. Interpret the "Measures for the Management of Non-tax Revenue" and the new round of deepening the reform plan of the tax collection and management system.
3) The focus of the financial customer group - the centralized payment of the funds collected and paid by the treasury.
3.*Customer marketing strategies of relevant industry institutions.
Fourth, the key institutions customer group management ideas - * type of companies (central enterprises and local state-owned enterprises).
1.*The focus of the company's customer group management.
2.* The focus of the company's customer group management - * investment platform.
3.Smart city cloud platform: multi-module, landable, and replicable.
Case Study:PowerChina Group model, smart city platform model.
5. Marketing communication skills of key institutional customer groups
1.* Hidden demand motivation of departmental customers
2.* Management style analysis and communication strategies.
Lecture 4: Innovative Products and Business Models
1. Business development ideas for 2020
1.* Chain financing.
2.Bond issuance.
3.Financial Inclusion.
Second, the marketing strategy of the first chain financial service program
Case Study:Pharmaceutical ** chain + hospital marketing plan.
3. Risk control and risk management of **chain financing
Fourth, the trend of Internet + ** chain finance
Case Study:Paper packaging industry Internet platform (**chain + service + finance).