Course Background:
Nowadays, the work of banks is indeed becoming less and less envied, envied and hated, since the state opened the threshold of private banks, the number of banks has sprung up like mushrooms after a rain, and there is an unstoppable posture. Flipping through the news, it seems that any well-known large enterprise is planning to participate in or prepare to build its own small treasury bank. Naturally, the more meetings passed, and the greater the pressure of competition among banks. As soon as you enter the bank, it is as deep as the sea, and from then on, you are a passerby, you will do everything, and you will do everything.
The world is so cruel and ruthless, the peaks and loops, if you are not careful, regardless of your state-owned, share-owned, local, and rural commercial banks, you must all take a step forward to carry out marketing actions, otherwise, the result is very terrible. Therefore, more fast, targeted, long-term effective marketing models, strategies, and methods are what all lines are looking forward to!
The course design is based on the principle of 6D design, based on the result-oriented teaching design, and the whole process focuses on the typical task situation of credit card marketing, and carries out learning, practice and application teaching design, so as to ensure that students can do it from knowing to doing, and from being able to do it. For example, business district marketing, cross-industry alliances, entering public institutions, and enterprises mainly talk about process tools, methods, and practical courses.
Course Benefits:Master the five typical marketing scenarios based on credit card marketing, marketing plan formulation, marketing strategy, marketing discourse, and tools
1.Credit Cards – Marketing Tactics and Objection Handling.
2.Credit cards – a normalized sales situation.
3.Credit card - into the business district merchant situation.
4.Credit Cards - Entering the Marketing Situation of Public Institutions and Enterprises.
5.Credit Cards – Entering the Rural Marketing Context.
6.Credit Cards – Cross-Industry Affiliate Marketing Scenario.
7.Credit Cards – Internet Marketing Model Scenario.
Course Duration:2 days (you can choose the plate) (5 days is recommended for the project), 6 hours a day.
Course Target:Branch President, Vice President, Account Manager, Lobby Manager, Teller.
Course Method:Lectures, seminars, scenario drills, actual combat, and customs clearance.
Course Model:
Course outline
Scenario 1: Credit card marketing
Case:Employees of a certain branch require the completion of 10 credit card tasks every day, and require employees to make full recommendations, employees see customers and say you can get a credit card from us, many customers directly say, no, I already have it, after a period of employee marketing, enthusiasm is frustrated.........
1. The current situation and pain points of the credit card marketing process
1.Objections will not be processed.
2.Marketing lacks tools.
3.In a word, marketing is a formality.
Success Stories:A branch of Shenzhen Agricultural Bank has a large daily passenger flow, manpower is tight, and the conditions for applying for credit cards are high, how to do a good job in service and marketing at the same time, after systematic training and learning, the case of 919 credit cards in 4 days is 119 cards in one day
Case Study:What is the success of this case?
2. Credit card - five key points for successful product recommendation
Key 1: Credit Card - Product Analysis and Marketing Speech Design.
Key 2: Credit card - product objection handling language design.
Key 3: Effective marketing customer tool design.
Key 4: dynamic and static marketing, atmosphere marketing.
Key 5: Credit card - linkage marketing.
3. Marketing speech design
Case:ABC credit card marketing skills.
Case:CCB credit card marketing discourse.
Discussion:Postal savings credit card marketing language design.
Fourth, the design of marketing tools
Case:A marketing tool that makes customers feel good at first sight.
Trainee Design:Postal savings credit card marketing tools.
Scenario walkthrough clearance: Based on the Bank's credit card marketing purchase point design and rehearsal customs clearance.
Case:Based on the hall marketing atmosphere of credit card marketing.
1.Static marketing atmosphere is created.
2.Create a dynamic marketing atmosphere.
5. Credit card - four kinds of hall marketing micro-salon (scenario teaching + drill).
1.Credit card - RMB recognition micro-salon.
2.Credit card - fraud knowledge protection micro salon.
3.Credit card - a micro-salon with prizes and answers.
4.Credit card - direct access to the theme of the micro-salon.
6. Credit card - seven skills for identifying customers in the hall
1.Before the customer walks in the door when they approach the counter.
2.Customer Number Type When the number is taken.
3.Age and gender of the customer.
4.Lobby customer identification.
5.System recommendation.
6.Product recommendation strategy based on customer occupation.
7.The type of business handled by the customer.
Scenario 2: Credit Cards - Three Strategies for Entering Enterprises and Public Institutions
Discussion:Walk into the scene and confusion of enterprise marketing
1. Based on credit card recommendation - into the corporate marketing strategy
1.Corporate Salon.
2.Walk into the office.
3.Set up a stall.
4.Project customization.
Second, the three major tears of salon marketing
1.Low engagement.
2.Poor field control.
3.Urging orders is not successful.
Case:Management of China Resources Group - Safety Card Salon.
Case:7 sets of monkey tickets + 32 credit cards + 5 households + 50 customer intention questionnaires.
3. Pre-salon tips - nine points to focus on
Walkthrough:Design a salon plan to walk into the enterprise.
Fourth, the salon tips - six major concerns
Walkthrough:On-site simulation drill and explanation of the salon.
1.Salon opening – how to engage customers quickly.
2.In the salon - how to moisturize things and cut into the product silently.
3.WeChat group building - how to attract customer engagement more efficiently.
4.How Simple Products Can Sell Quickly – Credit Cards.
5.The use of on-site customer intent survey forms.
6.The principle of on-site gift distribution.
Fifth, after the salon tips - four concerns
1.Salon summary table.
2.Salon Follow-up Form.
3.Customer intention questionnaire follow-up maintenance.
4.Maintenance of WeChat groups.
Drill: Simulate the salon on-site marketing product recommendation and prize Q&A;
Case:Walk into the office - walk into the office and workshop of a pharmaceutical company in Suqian (35 credit cards).
Discussion:What is the key to success in marketing in the office?Improvements?
Case:A large manufacturing industry, a credit card canteen, set up a stall, was driven out by the city management 4 times in 6 hours, and finally marketed 105 credit cards;
Discussion:Why did the case fail?The key to the success of marketing within the enterpriseImprovements?
Case:Project customization of a public institution in Shenzhen - credit card mobile banking (53 credit cards + 30 mobile banking).
Discussion:The key to success and improvement of the case.
Panel Discussion:Formulate the Bank's credit card marketing strategy for enterprises.
Scenario 3: Credit card - business district alliance of different industries
Case:Shenzhen Convention and Exhibition Center hosts a large-scale talent recruitment fair once a year, which is held by a certain alliance, and 1,500 cards are opened in 3 days.
1.Credit Cards – Affiliate Merchant Screening.
2.Credit cards – the key to merchant negotiations.
3.Credit card - control of the process of alliance activities.
4.Credit Cards – Late-stage cross-selling strategies.
Case:A county-level outlet of Yunnan Rural Commercial Bank combined with the building materials market and farmers' market to achieve normal loan and credit card sales, and realized 300 new credit cards and 5 million loans ...... 3 months in three months
1.Farmer's Market Customer Analysis.
2.Farmer's Market Merchant Alliance Strategy.
3.Farmers' markets build momentum.
4.Farmers' market merchants negotiate conversations.
5.Farmer's Market merchant customer marketing discourse.
Group Discussion: Based on the Bank's Cross-industry Alliance Merchant Selection and Negotiation Scheme!
Scenario 4: Credit card – into the agricultural area
Case:In order to better develop rural customers, a county-level outlet in Hunan Province carried out publicity in the rural market center once a week, and after a period of 3 months of promotion, it achieved a deposit of 10 million yuan and a ...... of 300 credit cards
Case:Setting up stalls in rural markets – the key to marketing success.
1.Analysis of customer characteristics in rural areas.
2.Setting up stalls in agricultural areas - time point selection.
3.Set up stalls in agricultural areas - marketing atmosphere marketing.
4.In front of the stalls set up in the agricultural area - the village publicized and built momentum.
Panel Discussion: Based on the Bank's Normalized Marketing Strategy for Rural Areas!
Scenario 5: Credit card - stock card mining
Case:A bank has 21,000 effective customers in its outlets, and the stock marketing has not been able to be deeply cultivated, so in order to better open the stock marketing, it was decided to carry out the stock marketing from the credit card
Panel Discussion:Stock mining strategy.
1.Inventory Mining - Accurate Customer Screening.
2.Stock mining card - how to make customers willing to handle.
3.Stock card mining - SMS marketing strategy.
4.Stock card mining - * marketing strategy and speech design.
5.Existing card mining - cross-selling and referral skills for existing credit card opening customers.
Group Discussion: Based on the Bank's Stock Normalized Marketing Strategy!
Scenario 6: Credit card - Internet marketing
Case:The online marketing of a credit card of a certain bank has successfully linked the circle of friends.
Case:Kindergarten children select, circle of friends like and circle fans.
Group Discussion:The key to success in online marketing.
1.Reason for opening.
2.Affiliate Merchant Selection.
3.Gift selection.
Case:A certain line of WeChat*** card opening and marketing interaction.
1.Credit card - WeChat propaganda language.
2.Credit card – WeChat promotional tool.
Group Discussion:Develop the Bank's credit card online marketing strategy!