Course Background:
In the context of digital transformation, more and more customers do not need to go to outlets when handling business, the traditional marketing model can not invite customers, the salon can not produce performance, the maintenance pressure of existing customers is high, the assessment indicators are getting heavier and heavier, the VIP customers continue to lose, and the new deposit is more difficult
The course design is based on the principle of 6D design, result-oriented, closely around the typical marketing situation of the account manager, and systematically improves the marketing skills of the account manager, such as: based on product-oriented ** invitation, customer identification and cross-selling, WeChat service marketing, situational invitation salon cross-industry alliance, etc., the process design learning, practice, use, evaluation, the end of the course lobby financial manager can use the knowledge learned to improve performance.
Course Benefits:
Master customer identification and cross-selling.
Understand retail product recommendation and objection handling scenarios.
Master the situation of WeChat fan attraction, publicity, and maintenance.
Course Duration:1 day, 6 hours a day.
Course Target:Lobby manager, over-the-counter, teller.
Course Method:Lectures, seminars, scenario drills, actual combat, and customs clearance.
Course Model:
Course outline
Scenario 1: Product recommendation and objection handling
First, the pain of product recommendation
1.Marketing rhetoric can't impress customers.
2.The opportunity to promote is not seized.
3.Customer objections will not be processed.
4.Employees are not familiar with the product.
2. Four-dimensional analysis of product recommendation
Customer group, selling point, speech, objection handling
1) Credit card discourse.
2) Bill installment talk.
3) Cash installment talk.
4) Insurance marketing discourse.
5) Time deposit talk.
6) Mobile banking.
7) Aggregate payment marketing discourse.
8) Loan marketing discourse.
Scenario 2: Situational Invitation Skills
1. The current situation of the invitation
The customer receives an unfamiliar ** performance
Case:A bank invited 500 installment customers.
Case:: Sales** — why unpopular (voice, intonation, tone).
Retail banking outlets
Case:The account manager of a branch of Guangzhou Agricultural Bank does not play ** every day, and specializes in operating super counters in the branch, and the performance ranking depends on other colleagues and natural growth.
Second, before the invitation - the two keys to success
Failed ** invitation
Case:Invitation to a customer of a certain bank installment pass.
Case:A children's English invitation experience.
Find the right person: Modeling and marketing strategies of existing customer screening based on different marketing products.
Three major measures to revitalize existing customers
1) Customer hierarchical management.
2) Customer segmentation marketing.
3) Develop an invitation strategy.
Finely prepared: Short-term warm-up and mental preparation.
3. **In the invitation - four-step process (enlightenment-exhibition-interpretation-integration).
Successful ** invitation
Case:A case of customer invitation in the effective marketing of a line's VIP.
Discussion and analysis:**Invitation process analysis + highlight analysis + influencing factors.
1) Enlightenment - how to make customers want to listen.
2) Exhibition - product introduction How to better attract customers with the activity language.
3) Interpretation - a three-step method for handling customer objections (combined with products).
4) Convergence – Reach a consensus.
Fourth, ** after the invitation - meet and follow up to promote
Fifth, according to the process, each group of customized product words
Case:**Invitation Talk.
Sixth, combined with the process to sort out a batch of customer lists, on-site combat
Practice:Group actual combat ** invitation.
Tools:**Invitation to practice evaluation form.
7. Invitation toolset
1.*Invite about 150 reasons.
2.*Invitation Script.
Scenario 3: WeChat service marketing scenario
Import:The current situation and confusion of WeChat service marketing.
Case:An account manager, 1 SMS realizes 20 golden apple cases.
1. The four major values of WeChat service marketing
2. WeChat personal image management
Personality Case:Personalization of the personal image.
Best Case:Relationship manager of a bank.
3. WeChat fan attraction situation
The hall office business customers attract fans
1) Tools: Powder suction tools.
2) Speech: Talking and objection handling.
2.Customers in the lobby waiting area attract fans.
Case:Micro salon attracts powder.
3.Principles and skills of attracting fans from existing customers.
4.VIP customers attract fans in batches.
5.Ordinary customers attract fans in batches.
Case:WeChat for wealth management customers attracts fans.
Fourth, WeChat maintenance and marketing
Case:A WeChat brought in 30 million deposits.
1.The value of WeChat maintenance.
WeChat Moments Maintenance?
1) 8 types of customers are interested in the type of publicity.
2) Circle of friends like skills.
Case:A loss of likes triggers customer complaints!
How to send WeChat moments?
1) Frequency of sending on WeChat.
2) WeChat sending strategy at different times.
3) How to send marketing WeChat more effectively?
Failure Cases:A product recommendation case of an account manager.
Best Case:An account manager advertised through the circle of friends in installments.
Best Case:An account manager sent a gold banknote to the circle of friends.
Best Case:An account manager**Marketing sending case.
4) WeChat** skills.
WeChat Marketing Tips
1) Label establishment.
2) Micro business card production.
3) Remarks on key customer information.
4) After adding friends, WeChat business card will be pushed.
5) WeChat article title attractiveness.
6) The copy is simple and clear, and the buying point is clear.
5. Online salon
1.Seven key themes for online salons.
2.The process of holding an online salon.
3.Online salon interaction skills.
4.Maintenance and management of online salon groups.