Course Background:
With the increase of the per capita income of Chinese residents and the rapid development of the retail industry, especially the online retail industry, the credit supply for personal consumption is also increasing year by year. The expansion of China's consumer credit market is mainly driven by consumers' consumption spending and willingness to use credit for consumption. China's consumer credit mainly includes credit cards, installments and other unsecured credit products (excluding personal business loans, auto loans and housing loans). China's consumer credit market is expected to grow from 13 trillion yuan in 2019 to 24 trillion yuan in 2025, with a compound annual growth rate of 114%。
The rapid development of the personal consumption loan business requires commercial banks to continuously strengthen the risk control ability and management level of the personal consumption loan business. In the face of the complex personal consumption credit market, the inherent marketing and risk control model is obviously unable to meet the needs of the marketIt has become the focus of attention of various financial institutions.
This course makes a new portrait of personal consumer credit business from the aspects of credit culture, consumer credit marketing, and consumer credit risk control, and aims to arouse resonance and thinking among personal loan practitioners and managers.
Course Benefits:
Cultivating professional ethics in the personal credit business;
Proficient in the whole process of personal consumption credit business before, during and after the loan;
Learn to use Internet thinking to market personal loan business;
Learn to use SWOT analysis methods to research the market;
Learn the Consultative Selling Method (SPIN);
Learn to check for consumer credit risks.
Course Duration:2 days, 6 hours a day.
Course Target:
Bank branch president, retail head president, retail business leader.
Bank personal credit practitioners, risk control specialists, financial institutions, and relationship managers.
In-house training in the consumer finance industry.
Course Method:Theoretical explanation, case analysis, program practice, on-site drills, and game interaction.
Course Practice:Design and display of marketing plans for personal consumption credit products in the target market.
Course outline
Lecture 1: Credit Culture and Credit Brand
1. Culture and corporate culture
The connotation and influence of culture
1) The important influence of national and national culture.
2) Family spirit, school spirit, and business rules.
Case:Peking University motto, Zeng Guofan's family letter.
2.The past and present of corporate culture.
Second, the credit culture
1.The connection between credit culture and Chinese culture.
2.Credit culture.
3. The importance of credit branding
Case:Minsheng Bank's "Commercial Loan", Guangfa Bank's "Confident Loan", and Ping An Bank's "New Loan".
Fourth, understand consumer credit
1.The significance of developing consumer credit.
The development of foreign consumer credit
1) United States: Commodity installment credit card professional consumer finance company [learn macroeconomics from the United States].
Case:: From sewing machine installment business to automobile installment.
2) Europe: cash loans and non-cash loans, direct marketing and indirect marketing [learning product design from Europe].
Case:Santander Consumer Finance Company, Spain.
3) Japan: Eligible for Risk Management [Learn Risk Management from Japan].
Case:The point of no return for Mufuji Consumer Finance Company.
5. The development of personal consumption credit in China
1.Personal Consumption Credit10 - traditional bank consumer credit.
2.Personal Consumption Credit20 – Credit card installment.
3.Personal Consumption Credit30 - Internet consumer credit.
Lecture 2: Personal Consumption Credit Marketing
1. Preparation for personal credit marketing
Know the market
Market research
aDraw operational maps (areas, objects, plans).
bCustomer stratification (characteristics, industry, needs).
The market warmed up
aCore customer preparation.
b. Advocacy programming.
Know the opponent
1) Peer institutions.
2) Competitive advantages and disadvantages.
3) Competitive product analysis.
4) Resource integration.
Know yourself
1) Own products.
2) Own service.
3) Own team.
4) Own policies.
Know the customer
1) Characteristics of consumer credit customers: customer performance and use.
2) Financing needs of consumer credit customers: small, frequent and urgent.
3) Consumer credit customer financing preference: four channels.
Hands-on:Design and display of marketing and promotion programs for personal consumption credit
IIPersonal Consumption Credit Marketing Techniques
Scenario marketing for personal loan customers
1) Circle - the core person of the business circle.
2) Chain - * Chain core enterprise.
3) Will--the core interests of the Chamber of Commerce.
4) Car - car-related products are king.
5) Public - the company takes welfare as the entrance.
6) Community - The community uses activities as a stepping stone.
The "production talk" of personal loan marketing tools
1) The importance of the conference.
2) The process of the conference.
Case:Teacher Wanli's production talk.
Hands-on:The design of the opening remarks of the production talk.
Personal Loan Customer Marketing Chat Skills
1) Do what you like.
2) Professional focus.
3) Praise and praise.
4) Throw stones and ask for directions.
5) Follow the vine and touch the melon.
6) Empathy.
Interactive] role-playing.
3. Personal consumption credit marketing process
The "Eight Steps of the Heavenly Dragon" of the process
Marketing Preparation, Discover Customers, Understand Needs, Introduce Products, Listen to Complaints, Answer Questions, Make Suggestions, and Visit in a Timely Manner.
How to conduct customer visits
1) The purpose of visiting customers.
2) Six precautions for visiting customers.
3) The way to visit customers.
4) Handling of customer objections.
Case:Handling of customer objections.
Lecture 3: Risk Control of Personal Consumption Credit
1. Risk points faced by personal consumption credit
Policy risk
1) Macro adjustment.
2) Financial regulation.
Case:Macroeconomic regulation and control of the housing loan market The scale of credit is adjusted by market guidance.
Market Risk
1) Macroeconomics.
2) Changes in the banking market.
3) Changes in the consumer credit market.
Case:Cash loans, campus loans.
4) The impact of multiple financing channels.
Case:Consumer Finance, P2P, Microfinance Companies, Car Loan Companies, Installment Companies, Mortgage Franchise Companies.
Product Risks
1) Insufficient product design.
Case:Arbitrage approval rules **Cooperatives.
2) The bitter fruit of imitation.
Case:**Loan machine with izakaya consumer borrowing in Japan.
3) Regulatory Restrictions.
Customer acquisition channel risk
1) There is no bottom line in the cash loan channel.
Case:Packaging material Multi-grade**.
2) The non-professionalism of the staging channel.
Case:Intermediaries collude with capitol loans.
Customer Risk
1) Customer access.
Case:Fraudulent loans, arbitrage approval rules, down payment loans.
2) Regional risk.
Case:Regionalization of risky customers.
3) Purpose compliance.
Employee risk
1) Internal and external collusion.
Case:Infernal undercover agent.
2) Profit-driven.
Case:**Data display.
3) Performance pressure.
II. Prevention of Personal Consumption Credit Fraud Risks
1.Risk prevention of internal fraud.
2.Risk prevention of external fraud.
3.Risk prevention for process management.
3. Pre-loan investigation of personal consumption credit
1.Principles of pre-loan investigation.
2.Methods of pre-loan investigation.
3.The "eyes, ears, mouth, hands and brains" of pre-loan investigation
4. The main risk control mode of online consumer credit business
1.IPC risk control.
2.Credit factory risk control.
3.FICO scorecard model risk control.
4.Big data risk control.