Course Background:
If you want to harm your friend, please sell him **!- Is it so annoying?
This year, I sell **, and I feel heavier at work than at the grave!——Is there so much pressure to sell **?
Let us be deeply poisoned by the "sell the comb to the monk" - can the same ** be sold to all customers?
Speaking of **, I sighed - what about the unwrapping that I sold to customers last year?
Doesn't it mean that regular investment is a fool's investment?- Why haven't I made any money selling to my customers?
If you also have the above confusion, then this course is suitable for you, and Mr. Wang will work with you to ** those things of sales!
Course Benefits:
Raise the awareness of wealth managers about sales.
Master the methods of selection and combination marketing.
Marketing based on grasping customer psychology and in-depth KYC.
Master the process of customer after-sales service.
Course Duration:2 days, 6 hours a day.
Course Target:Wealth managers, supervisors, etc.
Course Method:50% of lectures, 30% of cases, and 20% of interactive discussions and exercises
Course outline
Lecture 1: Why do you have to sell wealth management?
First, it is one of the best products to meet customer needs
1.First of all, let's have a spit conference - have you ever been cheated?
Case:I didn't dare to contact the customer's financial manager for half a year.
2.*Is it really a pit?
3.* Features
1) Rich product line.
2) Low purchase threshold.
3) It can be purchased and redeemed at any time.
4) Disclosure is relatively standardized.
Second, it can achieve a win-win situation for customers, wealth managers and banks
Interactive Discussion:Why deposits are getting harder and harder.
Data:Geometric development in the era of large asset management.
1.*Able to meet the diverse needs of customers.
2.Tools to enhance the professionalism of wealth managers and enhance customer stickiness
Discuss:Why do customers say "I don't need a money manager"?
Discuss:Why don't we like to fight with customers?
1) The pain of the professionalism of financial managers.
3.Benefits for banks
1) The importance of intermediate business income**.
2) An important carrier of asset allocation.
Third, the three misunderstandings of sales
1.If the market is not good, you can't sell **.
2.Customers are trapped and dare not sell**.
3.Customers are reluctant to buy**.
Lecture 2: Re-understanding**-Screening and Combination
1. Characteristics and investment targets of various types of **
1.Currency**.
2.Bond**.
Second, how to choose the "Xiongji" in the **?
1.* Misconceptions of choice.
Myth 1:Select Star**.
Myth 2:Select Other** of the Star Company.
2.Select the method of **
1) Quantitative system.
2) Long-term performance is at the top.
3) Stable performance.
4) **Ranking.
5) Qualitative system.
6) **Company.
7) **Manager.
8) Market environment.
3. Build a more stable portfolio
1.Why are we afraid to sell?
2.Asset Allocation Theory
Case 1:The philosophy of German football.
Case 2:How U.S. universities** operate.
1) The evolution of asset allocation models.
3.Construct an "absolute return" portfolio.
Fourth, in those years, you misunderstood the "** fixed investment".
1.*Is regular investment a fool's investment?
Data:The effect of regular investment under different circumstances.
2.*The significance of regular investment
1) Develop financial habits.
2) Reduce the risk of volatility.
3) The only truth of financial management - the rose of time.
3.*The key to the success of regular investment
1) What kind of money can be used for regular investment?
2) Build a portfolio.
3) Regular review.
4) Take profit without stop loss.
Lecture 3: **Sales need routines - skills
1. Screening and locking of target customers
1.Customers who have bought **
1) Customers who have made money.
2) Customers who don't make money.
2.Third-Party Depository Clients.
3.Long-term wealth management customers.
4.Customers with pension or children's education needs (regular investment).
2. Dig out customer needs and consultative marketing
Case Discussion:How do doctors work?
Mini-games:What you understand isn't necessarily what the customer wants.
Case 1:How Shi Yushu embarked on the "journey".
Case 2:Why did Guo Jingming's "small era" succeed?
Discuss:Why are so many customers' risk assessments unreliable?
1.The nature and level of the client's financial needs.
Immediate vs. latent demand.
2.Gain the right to ask questions.
3.Only when there is a diagnosis can there be a discovery, and only when there is a discovery can there be a need.
4.The Art of KYC Inquiry
1) Warm-up (body, voice, speech speed, topic).
2) Open questions to open up the situation.
3) Narrow down the scope by asking selective questions.
4) Closed-ended questioning leads to decision-making.
Case:How to do KYC for low-key, privacy-conscious customers?
5.*and** SPIN of regular investment asks about the sales method
1) The status quo problem.
2) Difficult questions.
3) Hinting at the problem.
4) The question of value.
Group Cases
3. Eliminate the "psychological misunderstandings" of customers
1.Pre-sales
1) The "loss aversion" effect.
2) The phenomenon of "overconfidence".
2.After-sales link
1) "Deterministic Effect" and "Reflection Effect".
2) "Cognitive biases".
3) The phenomenon of "hindsight" and "hindsight".
Lecture 4: Customer maintenance and management
First, the extreme importance of after-sales service
1.*Not a one-shot deal.
2.The pain needs to be relieved gradually.
3.Constantly influencing the customer's investment patience.
Second, the content of after-sales service
1.Send asset reports on a regular basis.
2.Diagnostics are performed at regular intervals.
3.The frequency of exposure is always more important than the content.
3. Rebalancing
Case:What should I do if the stock of large customer positions is deeply trapped?
1.Understand what is in the customer's mind".
2.Has there been any change in the customer's situation?
3.Has there been any change in market conditions?
4.*Has there been any change in the product?
5.Principles and methods of rebalancing.
6.*Rebalancing of regular investment.