Course Background:
What should I do if a financial manager is busy with work and has no time to maintain customers?
A large number of existing customers, do not know how to screen potential customers, what should I do?
What should I do if strange customers are vigilant and unwilling to communicate with our bank?
Large customers may be countered by others at any time, and they don't know how to retain customers
What should I do if the customer does not buy our products and cannot be promoted without knowing the reason?
I don't know how to get old customers to refer new customers, what should I do?
Course Benefits:
Customer screening: Through the 4 tricks and 24 methods of customer screening of Xi bank, we can grasp the all-round and blind spots and screen out high-quality potential customers from a large number of existing customers.
Customer management: Maximize the value of existing customers, accurately target potential customers, promote mutual relationships step by step, and upgrade customers' comprehensive financial assets and financial business.
Relationship strategy: Through five steps, gradually upgrade the relationship and promote the business in an orderly manner, which is a skill that both retail and corporate account managers need to learn Xi.
Maintenance skills: The five conventional maintenance methods combine different maintenance skills with different degrees of relationship to truly achieve accurate positioning, careful maintenance, and precision marketing.
Course Duration:1 day, 6 hours a day.
Course Target:Retail Governor of the Bank;General Manager, Retail Department;Branch President;Wealth Manager;Account managers, etc.
Course Method:Theoretical teaching + case analysis + scenario simulation + Q&A + practical guidance.
Course outline
Lecture 1: Building the Foundation for Transformation - Five Key Principles of Retail Banking Customer Operation
1. Six rules of retail transformation
Rule 1: Wholesale of retail business.
Rule 2: Crossover of public and private resources.
Rule 3: Diversify customer service.
Rule 4: Customer maintenance is fully staffed.
Rule 5: Specialization in financial services.
Rule 6: Normalize relationship maintenance.
Second, the four formulas of retail business
1.Performance formula.
2.Customer formula.
3.Contact formulas.
4.Success rate formula.
3. Four general problems in the operation of retail customers
Problem 1: Can't see ......
Problem 2: Can't do ......
Problem 3: Can't get ......
Problem 4: No ...... found
Fourth, the four-point business rule of retail customers
Rule 1: Stratification of customers.
Rule 2: Grading of customer feelings.
Rule 3: Customer segmentation.
Rule 4: Customer Analysis.
Fifth, there are four rules for the maintenance of existing customers
Rule 1: Everyone has a customer.
Rule 2: Everyone has metrics on their heads.
Rule 3: Everyone has motivation in their hearts.
Rule 4: Everyone has action under their feet.
Lecture 2: Business Strategy - Customer Growth Cycle Theory - Bank Customer Relationship Upgrading Model
1. Strange relationships
1.Maintenance method: daily maintenance.
2.Maintenance strategy: moisturize things silently.
3.Conventional means: WeChat.
Case:Chen Qianting, the wealth manager of Industrial Bank, skillfully used WeChat to develop customers from 300,000 to 15 million.
Second, the first acquaintance with the relationship
1.Maintenance mode: active maintenance.
2.Maintenance strategy: Do what you like.
3.Conventional means: Activities.
Case:China Merchants Bank's outlets Baisha action.
3. Business Relationships
1.Maintenance mode: business maintenance.
2.Maintenance Strategy: Wealth Management.
3.Conventional means: products.
Case:Quick mode for mid-to-high-end customer portfolios.
Fourth, the relationship of friends
1.Maintenance method: holiday maintenance.
2.Maintenance strategy: the icing on the cake.
3.Conventional means: gifts.
Case:It is better to use gold than to be skillful - a heartfelt gift from Shenzhen CCB.
5. Respect for relationships
1.Maintenance method: Event maintenance.
2.Maintenance Strategy: Deliver Charcoal in the Snow.
3.Conventional means: personality.
Case:The 20 million deposits brought by the handling of counterfeit money by the manager of Zhengzhou Minsheng Lobby.
Lecture 3: Maintenance Skills - Five Routine Maintenance Skills for Bank Customers
1. WeChat maintenance skills
1.Nuggets in the Sand – How to screen potential customers from a large number of low-value customers?
2.4 tricks and 24 types of stock customer identification.
Case:The five-day dimension of the excellent wealth management manager of China Merchants Bank**.
Case:Why didn't a bank wealth manager reply to WeChat for 5 months?
3.Three rules of WeChat maintenance.
4.Six key tips for WeChat marketing.
5.Six steps of WeChat bulk marketing: circle-tree-fixed-move-follow-invite.
Case:IB's WeChat group marketing Xing oil card and *** payment.
Second, salon maintenance skills
1.The Seven Deadly Sins of the Bank Salon.
2.Four Criteria for a Successful Bank Salon.
Case:IB's children's cooperation activities have won customers.
3.Four major extensions of the bank's customer operations.
4.Salon activity tags for the bank's four main customer groups.
Case:Introduction to the activities of the four major clubs of the bank throughout the year.
5.The 12315 rule of outlets salon activities.
6.How to reduce the cost of banking activities with the help of bank-merchant alliances.
3. Product maintenance skills
1.Product strategy: The four-entry rule of banking financial product marketing.
2.Product packaging: six key points of micro-innovation of featured financial products.
3.Product selling point: product selling point to explore and match the building block thinking.
4.Product Maintenance: Maintenance skills for eight common scenarios for bank customers.
Fourth, gift maintenance skills
Case:A hundred pounds of bacon have been lost!
1.Error maintenance: the four major forms of maintenance for large customers.
2.Four key points for gifting customers.
3.There are three key purposes for account manager gift giving.
4.Three characteristics of a bank gift that impresses people's hearts.
5. Personality maintenance skills
1.The four realms of bank marketing.
Case:How to recover the loss of 10 million customers.
2.Four steps to key customer retention.
Case:Why did the retired professor encourage relatives and friends to save money for Huaxia Bank.
3.Win appreciation with professionalism and respect with personality.
4.Fellowship with the heart becomes its eternity.