Course Title:Private Wealth Management Manager Allocation Training Camp
Lecturer: Mr. Zhou Hongbin, 12-24 class hours
Course Background:
With the advent of the era of wealth management net worth and the change of customers' professional financial needs, the role of wealth management in the overall business of banks is becoming more and more important, but in the face of financial disintermediation, the main position of banks as the main body of wealth management is declining rapidly, and the survival pressure of bank wealth managers is increasing. At the same time, the profit structure of banks is increasingly dependent on the wealth management sector, and there is a serious tendency of involution in bank wealth management.
Banks' traditional wealth management advantages are facing both internal and external pressures, on the one hand, the external competition is intensifying, and on the other hand, the internal assessment is increasing. Five years ago, wealth managers were the most stable group in banks, but today they have become the group with the largest loss of banks. The reason for this is that the traditional marketing methods of wealth managers and retail managers have become less and less suitable for market demand and bank assessment requirements. Therefore, there is an urgent need for more technology empowerment, more professional improvement, and more marketing methods, from simple product promotion to consultative marketing, so as to stand out in the harsh assessment and maintain stable growth from the cruel competition.
Mr. Zhou Hongbin has 37 years of financial and banking background, has been in the front line of personal financial management for a long time, has done marketing, led a team, created products, long-term management experience summed up a set of practical marketing views and skills, and created a ladder marketing model, so as to open up a broad space for the next step of marketing, personal ability can also be quickly improved, retail managers can also continue to improve for problems.
CoursesEarnings
The dilemmas and difficulties faced by private wealth managers.
The role and positioning method of the three elements of wealth management (customer, product, and wealth manager).
Master simple data analysis methods to quickly find marketing leads from customers.
Asset allocation principles and implementation of asset allocation methods.
How to position products, sales, and self-assessments through a ladder model.
Investment formula and investment nine-step method.
Insurance clue finding and insurance product understanding.
Course Duration:4 days, 6 hours a day, it is recommended to divide the training into two periods, each period of 2 days.
Course Target:Wealth management managers of private banks, heads of outlets, retail management of branches and other marketing-related personnel.
Course outline
Lecture 1:The three elements of asset allocation (customer, product and wealth manager).
OneThe current dilemma faced by banks in personal finance
1.The era of big asset managementunder the bank's wealth manager
1) Changes in the profit model of bank wealth management in the era of large asset management.
2) The mission and responsibility of bank wealth managers in the era of wealth management.
3) The current confusion and survival state of bank wealth managers.
, Case Sharing:Customer-driven, product-driven, and capability-driven.
1) The necessity of hierarchical management of customers and wealth managers.
2) How private wealth managers can become an important part of customer wealth management.
3) The iron triangle relationship between customers, products and wealth managers.
IIThe application of the ladder model in sales and management
Interactive Communication:Classification of wealth management products currently on sale by banks (provided by bank students).
1) The sales model of banking products at this stage.
2) Risk identification and control methods of wealth management products.
3) How to position the product through the stepped model.
2. Product analysis: develop students' cognitive ability to products
1) Advantages and disadvantages of banks in private banking customer products.
2) Classification criteria: income expectation, holding time, net worth performance, risk expectation, acceptance, sales difficulty, ......and reposition the product.
3) The importance of product classification and positioning management.
PracticeHow to create your own product model.
IIIThe application of the stepped model to the customer's needs
1. The classification methods and disadvantages of bank customers at this stage
1) The drawbacks of traditional customer asset classification.
2) Why it is impossible to achieve effective marketing by governing huge resources.
3) Judge the effectiveness of customer hierarchical management.
4) Repositioning of customer value.
2. Reposition customer marketing value through models
1) Enhance the relationship between customer revenue target and private bank customers.
2) Effectively configure products with customer expectation management.
3) Engage private bank customers more in product practice activities.
4) Design a set of configuration solutions for each private bank customer.
5) Find accurate marketing plans through models.
3. Practice:How to implement a rapid sales approach with a model.
FourthThe application of the ladder model in the ability improvement of private bank wealth managers
1. Why are private wealth managers in fear at this stage?
1) Private bank wealth managers need to create a financial image that is in line with their own personality.
2) How to impress the financial needs of risk-averse customers?
3) How to become the person that the customer needs for life?
2. Improve the personal ability and marketing performance of financial managers through models
Model Display:Model and self-positioning relationships.
1) Case sharing: personal ability positioning in sales.
2) Case Study: Self-portrait of a financial manager in sales.
3) Case Sharing: Self-Empowerment Methods in Sales.
Lecture 2: Asset allocationconcepts and means
1. The concept of liquidity in asset allocation
1. The relationship between the four-elephant principle and liquidity in asset allocation
1) The relationship between time and product in the four-elephant principle.
2) Liquidity management and product return model calculation.
3) Inspire customers' risk awareness and set up risk management products.
2. Interactive exercise: conflicting relationships in asset allocation
1) Disposal methods and rescue methods after product loss.
2) Product sales model and risk relationship and complaint handling.
3) Third-rate marketing: find conflicts;Second-rate marketing: conflict resolution;First-class enterprise: creating conflict.
3. The theoretical relationship between certainty and uncertainty
1) Certainty of customer expectations and product uncertainty.
2) Temporal certainty and benefit uncertainty.
3) Certainty and process uncertainty in marketing.
2. The application of the ladder model in asset allocation
DynamicBalancedAsset allocationMedium** sales model
PracticeRisks and opportunities that may be faced in the current macro environment**.
1) The prominent role in asset allocation.
2) **Sales formula**, how to reasonably configure for different styles of customers**.
3) Nine-step sales method.
4) Ladder model in sales.
, Case Sharing:(including private placements) performance under different market conditions.
2. Sales skills of insurance products in asset allocation
PracticeThe significance of insurance as a wealth management tool, and the current sales of insurance products.
1) Why do high-net-worth clients need to buy large insurance?
2) Re-understanding of insurance in customer risk management.
3) How to choose the right insurance product for the customer.
4) Prospect potential insurance customers through models.
Model Display:How to use the model to find potential insurance customer groups.
3. Realize the full function of asset allocation through the stepped model
1) Find problems in asset allocation through the model.
2) Locate the customer greed fear index through the model.
3) Accurate asset allocation through the model to prevent over-selling.
4) Guide customers to do a good job in asset allocation through the model.