Course Background:
With the gradual maturity of customers' financial management concepts, and the wealth management market from the blue ocean to the red ocean, the competition is becoming more and more fierce: third-party wealth management, independent financial advisors have risen rapidly, trust, ** and other companies have set up wealth management centers, bypassing banks directly to end customers, and the advantages of banks in products have become less and less. At the same time, the problems caused by the sale of a single product are gradually emerging: more and more bank retail relationship managers are complaining that they are just product salesmen, and they are not able to do asset management for customers at all;Product information is released in large quantities through SMS and WeChat, but there are almost no customers who respond;Forced to sell blindly under the pressure of tasks, but afterwards due to the market downturn, customer losses and exhaustion;complaining about customers' one-sided pursuit of product benefits, and they have to attract customers by directly comparing product benefits;Customer loyalty is not high, and whichever bank has a better product will move to which bank ......
Based on his years of experience in retail banking, Mr. Wang has summarized a complete set of asset allocation methods and marketing skills to help financial managers establish a professional image, expand potential customers, tap customer needs, and improve sales performance. Control the stability of the overall investment rate of return of customers, reduce market risks, increase the viscosity between customers and wealth managers, and reduce customer churn rate.
Course Benefits:
To enable financial managers to master the three principles and four basic processes of asset allocation.
Master the characteristics and allocation methods of the five major types of assets.
Increase customer engagement and loyalty through asset allocation.
Improve the cross-selling rate of wealth managers by mastering asset allocation skills.
Increase the professional identity of financial managers and improve the stability of the team.
Course Duration:2 days, 6 hours a day.
Course Target:Relationship managers, wealth managers, marketing executives and other marketing-related personnel.
Course outline
Lecture 1: Why do we need to do asset allocation?
First, the competition in the wealth management market has undergone profound changes
1.The era of big asset management has arrived
1) Interaction: Why is it getting harder and harder to get deposits?
2) Data display: the geometric development of the era of large asset management.
2.Strengths and weaknesses of other financial institutions in the wealth management market.
Brokerage, insurance, third-party wealth management, Internet finance, ......
3.Advantages and disadvantages of banks in the wealth management market.
Case:The development history of China Merchants Bank's private banking.
Second, the need for changes in the bank's own profit model
Case:Wells Fargo's earnings structure, the pain and rebirth of Taiwan's banking industry.
Third, the need for changes in the bank's marketing model
Fourth, the return of customer interests needs
Case:Why do customers say "I don't need a money manager"?
Fifth, the need for self-encouragement in team training
Explanation:Low-level wealth managers and high-level wealth managers.
Lecture 2: What is asset allocation?
Case 1:The philosophy of German football.
Case 2:How U.S. universities** operate.
1. The Economic Cycle and Merrill Lynch's Investment Clock
2. Static asset allocation and dynamic asset allocation
1.The difference between the two.
2.A necessity for dynamic asset allocation
1) System. 1. Stable and relatively scientific approach.
2) Take into account the marketing packaging and practical feasibility of the party's first form of presentation.
Third, the basic idea of asset allocation
Basic process:Ask questions, take the pulse, talk about ideas, and prescribe medicines.
Interactive Discussion:How do doctors do marketing?
2.Talk about asset allocation from the perspective of asset maturity.
Case:Bought Manhattan Island for $24.
3.Talk about asset allocation from the perspective of risk volatility.
Case 1:The huge difference between two different investment strategies.
Case 2:America's way to survive a 26-year bear market.
Lecture 3: The characteristics of the five major types of assets and their application in asset allocation
1. Cash management
1.Currency**.
2.Baby products.
2. Fixed income
1.Bank fixed income wealth management.
2.Trust and asset management schemes.
3. Equity category
1.Public Offering**.
2.Private**.
3.Other equity products.
4. Alternative products
1.Private placement and PE products.
2.Structured products.
3.Commodities & Collectibles.
5. Guarantee products
Lecture 4: Practical application of products
First, ** article
1.Why do you have to sell ** to do a good job in wealth management?
1) The angle of the product itself.
2) Customer's perspective.
3) The perspective of a wealth manager.
2.Eliminate the psychological misunderstandings of customers
1) Loss avoidance.
2) Overconfidence.
3) Determine the effect.
4) Empiricism.
5) Hindsight.
3.How to choose and judge**?
1) Configure the logic.
2) Misconceptions of choice.
3) Criteria for judging.
4.*Sales require "routines".
1) Look for selling points.
2) Look for evidence.
3) Presentation method.
5.* After-sales service.
Interactive Discussion:Those customers and wealth managers who have been hurt.
Case:What should I do if the stock of large customer positions is deeply trapped?
Second, ** article
Case:A financial manager's 200 million**T+D transaction.
1.*Value in wealth management.
* - the eternal hedging tool (data).
2.*Factors influencing the market.
3.*Product characteristics and application
1) Paper**.
2) Physical goods**.
3) **Artwork.
4）**t+d