Course Background:
Is your account manager team facing the following confusions?
Lack of customers: No customer resources, don't know where to start looking for customers?What to do?
Lack of gripper: too many sleeping strange customers, unable to manage, play ** activation effect is not good, lack of gripper
Need to be pragmatic: the training is tired, and after a few rounds of training, a novel and pragmatic course is orderedThere is wood.
With the intensification of competition in the banking industry, especially the increasingly fierce cross-border competition, how to build the core competitiveness of banks has become an urgent theme for banks. The relationship manager team has mastered the core customer resources of the bank, is the core talent team of the bank, and is an indispensable backbone in the construction of core competitiveness. How to effectively tap the existing customers in the system is the core focus of the account manager, and this course mainly leads the account manager team to activate the existing customers and master the methods and skills of customer maintenance.
Course Benefits:
Connect: The underlying logic of key dialogues in bank customer communication.
Mastery: Methods and steps empowered by different scenarios of banks.
Landing: Practical tools that are flexibly used in the implementation process.
Application: Classical discourse extracted from the best practice process.
Course Target:Account Manager.
Course Duration:1-2 days, 6 hours a day.
Mode of Delivery:Knowledge explanation + case sharing + interactive discussion + learning + tool application.
Course outline
Lecture 1: How can the customer shine when it is gold?
Speed - customer stratification, grouping, and hierarchical business strategy
1. Customer hierarchical management - customer segmentation and business model of banks
Case Study:Manager Chen's success cheats - key moves.
Interactive Workshop:How to tap out the tens of millions of customers in the system?
Second, the customer group operation
1.Latitude classification of group operation - interpretation of the characteristics of the main types of customer groups.
Case Study:Account Manager Xiao Tan's troubles!
Case Study:Account Manager Zhang Hua's trick!
Interactive exercises:Segment your own customers.
3. Customer classification - customer relationship funnel model
1.New Customer Adoption: "Three One Plan".
**Learn:Categorize the customers in **.
Customer Management Tools:"Customer Inventory Tool Table" and "Customer Business Promotion Table".
Lecture 2: Customer Portrait Data Analysis and Insights
Customer precision marketing tools: customer data profiling
1.What is a customer profiling.
2.The value of customer personas.
3.Steps to create a customer portrait.
4.360-degree customer portrait model.
Customer Portrait Step 1: Customer Data Collection
1.Composition of customer portraits.
2.Three paths for customer data collection.
3.Survey collection and question outline.
Case Study:Collect some examples of customer portraits.
Skill clearance:Portrait information scene collection for six typical customers - counter collection, hall collection, and extension collection.
4.Common latitudes in the bank's customer base data model
1) Customer attributes: age, gender, education, income, marital status, industry, occupation.
2) Customer behavior: the time of first use of the purchase contract, the product held, the product crossover, and the customer activity.
3) Customer value: asset-liability contribution, customer AUM level.
4) Customer needs: product preference, channel preference.
5) Customer loyalty: customer product coverage, customer purchase frequency.
Customer Portrait Step 2: Customer Data Analysis and Insights
Case Study:See the essence through the phenomenon like a detective.
1.Lock down critical information.
2.Big data customer portrait insight latitude.
3.Core insight into 3D settings.
4.Insight Survey Question Outline.
Case Study:Insight into some examples of customer personas.
Skill clearance:Portrait information scenario insight for six typical customers - counter insight, hall insight, and outreach insight.
Customer Portrait Step 3: Customer Tags
1.Build tags: big data customer group model.
2.The tag system constitutes a library.
3.Examples of labeling outcomes.
Case Study:Examples of customer personas in the label section.
Skill clearance:Create tags for the profile information of six typical customers.
5.Customer portrait step 4: targeted marketing
1) Set the opening topic according to the tag.
Skill clearance:Set an opening topic for the customer tag for six typical customers.
Lecture 3: Customer Matching Interview Sales Skills
The first step in a critical conversation: Break the ice with the customer interview
Course Discussion:How to introduce yourself.
1.Self-introduction includes: arousing interest, earning trust, and empowering others.
Scenario Analysis:Why did this salesperson fail to break the ice?
Course Discussion:What are the ways to break the ice in the warm-up?
2.Observation Compliments: From observing the environment to complimenting customers.
Case Study:Observe customer behavior preferences.
Case Study:Observe and praise Mr. Li.
**Learn:How did he do the icebreaking?
3.From the opening icebreaker to the topic guidance: the opening eight topics.
**Learn:How does she guide her clients' dreams?
Step 2 of the key conversation: Get your mouth shut
Funnel feedback guides the conversation
1) Open-ended questioning to gather information.
2) Control questioning to lock the pain points.
3) Closed-ended question-guided answers.
Scenario Walkthrough:Funnel questions for interview scenes.
Class Discussion:Questioning skills for key questions.
Speech Practice:Verbal practice with funnel questioning.
2. kycNine-square grid: Timeline questioning
1) Talk about the present, the past, and the future.
2) Look at the short term, ask the medium term, and match the long term.
3) Individuals first, then children, then families.
Class Discussion:What are the customer's needs in the following conversations?How do account managers dig out the needs of customers?
In-depth KYC conversation
1) Line: KYC customer's industry or occupation information.
Case Study:Mr. Lu's career information and development.
2) Production: The development of the KYC customer industry chain.
Case Study:How to focus on the upstream and downstream of customers.
3) Gold: KYC customer customer's financial assets.
Case Study:The natural transfer is the search for the financial situation.
4) Perspectives: KYC customer customers' personal finance perspectives.
Case Study:The customer's personal opinion is very important.
5) Home: KYC customer family information.
Case Study:Who in the family has the final say.
Step 3 of the key conversation: Go deeper
Survey information to lock pain points
Case Study:What are Mrs. Wang's needs and pain points?
Think:How to rebel against Mr. Wang's deposit?
1) The four major Rubik's cubes of customer needs: hobbies as help, family as the root, career as the mouth, and safety as the base.
2) Pain point mining ideas: analyze the situation - guide the pain points - reveal the consequences.
3) How to design pain points: customer pain points** model: analyze pain points - investigate the causes - point out the pain points.
Tool Sharing:Pain point problem planning table.
Analysis of capital structure: analysis of product sales tools
1) Financial life cycle strategy analysis.
2) The use of the S&P Household Assets Quadrant.
3) Inflation Rate Table.
4) Compound interest statement.
Asset allocation scheme design
1) Commonly used money (living expenses).
2) Earmarked money (not used casually).
3) Stable appreciation of money (accumulation of wealth, to avoid inflation leading to shrinkage of wealth).
4) Invested money (rapid asset appreciation).
5) Investment guidelines that everyone must adhere to.
6) Configure the scheme to help you.
Step 4 of the key conversation: make a deal
Implement effective recommendation methods and tactics
Effective Push Method 1: Marketing Case Method
-- Scenarios and principles of insurance product presentation
1) Characteristics of customers: non-professionals, can't remember much.
2) The key points of marketing: popular content and structured expression.
Effective promotion method 2: efficient product marketing method "1-3".
1) A quick opening for key insurance products.
2) The three selling points of key insurance products are presented efficiently.
Effective method 3: Simple customer asset allocation
1) Classification of customer risk preference types.
2) Matrix analysis of customer assets.
Utilities:Product Sales Manual
Effective promotion method 4: Recommendation of wealth management products
1) Sales of wealth management products after the new regulations on asset management.
2) Change in customer concept of wealth management products.
3) Handling of losses in wealth management products.
Effective method 5: Deposit products attract funds outside the bank
1) For regular rollover customers' out-of-bank gold absorption.
2) For the out-of-bank cash absorption of customers with large changes.
3) For the critical promotion of customers outside the bank to absorb money.
Lecture 4: Customer marketing follow-up maintenance and follow-up
1. Improve customer portraits
1.Social attributes.
2.Value attributes.
3.Behavioral attributes.
2. Customer maintenance activation
Customer maintenance system:Key action charts (one day, one week, one quarter, one year).
Action Plan:Develop a customer maintenance plan.
End of course:
1.Review the learning path of this course and develop an action plan.
2.Q&A, conclusion.