Course Background:
With the acceleration of the process of financial disintermediation and interest rate liberalization in China's banking industry, the traditional bank asset and liability business is increasingly restricted by the impact of capital constraints and narrowing interest rate spreads. The importance of retail business, especially wealth management business, in the banking system has been further highlighted, and private banking business has become a battleground for retail banks with its zero capital consumption, fast-growing market space, efficient customer acquisition model, and advanced concept of customer lifetime value service. At the same time, it has also attracted the competition of other major financial institutions. How to grasp the core points of private banking business, the demand model of private banking customers, and the maintenance and improvement of private banking customers, solve customer problems through professional programmatic marketing, and increase the stability and contribution of customer assets through large-scale asset allocation have become the qualities that private banking relationship managers must have.
Course Benefits:
Understand the operation mode of advanced private banks in China.
Understand the characteristics and key points of communication of private bank customers.
Master the basic process of KYC for private banking clients.
Master the methods of asset allocation and the use of five types of assets.
Produce an asset allocation proposal.
Master the practical skills of private banking customer relationship maintenance.
Course Duration:2 days, 6 hours a day.
Course Target:Private Banking Relationship Manager.
Course Method:40% lectures, 30% cases, and 30% interactive discussions and exercises
Course outline
Lecture 1: Private Banking Determines the Competitiveness of Banks
1. How big is China's private wealth market?
1.The rapid development of China's high-net-worth individuals.
Charts:Analysis of the asset size and composition of China's high-net-worth individuals.
2.Regional distribution of high-net-worth individuals in China.
2. Analysis of the investment mentality and investment behavior of China's high-net-worth individuals
1.Analysis of the investment mindset of high-net-worth individuals.
2.Wealth inheritance – the primary goal of high-net-worth individuals.
Case:The richest man Wang Jianlin and the "husband of the people" Wang Sicong.
3. Analysis of the asset allocation structure of high-net-worth individuals
Charts:Changes in the asset allocation of high-net-worth individuals in the past five years.
Fourth, the core concept of private banking services
1.1+N service model.
2.Risk Management & Wealth Growth.
3.The methodology of the scientific profession.
5. The service model of private banking: the spiral lifting method
1.Problems with product-oriented selling.
The specific process of the spiral four-step working method
1) Listen. 2) Recommendations.
3) Implementation. 4) Tracking.
Case:From 2 million to 300 million large customer maintenance.
Private banking investment advisory services
1) The three quadrants of wealth management for high-end customers need to be indicated.
2) The value of investment advisory services.
Case:China Merchants Bank's investment advisory service system.
Lecture 2: In-depth KYC skills for private banking clients
Mini-game interactive opening:What you understand isn't necessarily what the customer wants.
Discuss:Why are so many customers' risk assessments unreliable?
1. The difference between merchandising and marketing
Second, the level of financial needs
3. Obtain the right to ask questions
Fourth, there is a diagnosis to discover, and there is a need to discover
Discuss:The core financial needs of different types of customers in the current market.
5. The Art of KYC Inquiry
1.Warm-up (body, voice, speech rate, topic).
2.Open-ended questions open up the situation.
3.Selective questions to narrow the scope.
4.Closed-ended questions lead to decision-making.
Case:How to do KYC for low-key, privacy-conscious customers?
Case:"Do Not Disturb" sells divergent terminals.
6. Listen to and sort out customer needs
7. Top 10 KYC maps for demand
1. kycFour core keys
1) Set up the problem.
2) Understand the past.
3) Take stock now.
4) Speculate on the future.
Top 10 in-demand KYC questions set
Breakout Sessions:KYC questions set for top 10 needs of high-end customers.
Demonstration Explanation:Problem setting for marriage management and asset segregation needs.
3) KYC questions for pension needs.
4) KYC questions for children's education needs.
5) KYC questions set for asset appreciation needs.
6) KYC questions set for risk management needs.
7) KYC questions set for escrow requirements.
8) KYC questions set for immigration needs.
9) KYC questions set for traditional tax-saving needs.
10) KYC questions set for overseas investment needs.
Requirements:Each group discusses a need, and each team member is asked to give a different question, which should inspire the customer to think and get the customer to pay attention.
Harvest:Gather the collective wisdom of the students, find out the best questions for the top ten needs, and ask the assistant to summarize and distribute the KYC leaflet to everyone.
Lecture 3: Asset Allocation and Investment Planning
Case:The philosophy of German football.
Case: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.
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
1.The basic process: ask for a diagnosis, take the pulse, talk about ideas, and prescribe medicine.
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:The huge difference between two different investment strategies.
Case:America's way to survive a 26-year bear market.
The characteristics of the four and five major types of assets and their application in asset allocation
Cash Management
1) Currency**.
2) Baby products.
Fixed income
1) Bank fixed income wealth management.
2) Trust and asset management plans.
Equity class
1) Public offering**.
2) Private Placement**.
3) Other equity products.
Alternative products
1) Private placement and PE products.
2) Structured products.
3) Commodities and collectible products.
4.Protection products.
5. Asset preservation and wealth inheritance planning of private banks
1.Asset Preservation Planning – Investing in assets.
Asset Preservation Planning – Prevent Accidents
1) Business accidents.
2) Public events.
3) Gambling industry.
Discuss:Some people think that insurance is the most liquid asset in a way, what do you think?
Asset preservation planning - asset inheritance
1) Four effects to be achieved by asset inheritance.
Differences in several ways of asset inheritance
aTestamentary succession.
b. Trust Succession.
c. Insurance inheritance.
Case:How did the million-dollar order come about?
Tax planning
1) Individual income tax reform.
2) Inheritance tax is about to land.
3) The difference between doing and not doing.
4) What kind of insurance can be used for tax planning?
Marriage planning
Case:I can't afford to get married.
1) The important role of insurance in the management of marital wealth.
2) The design logic of marital wealth preservation.
Lecture 4: Preparation and Application of Asset Allocation Proposals
1. Correct understanding of the Proposal
Discuss:Have you ever made a proposal to a client after passing the CFP?Why?
1.Recommendations are auxiliary tools.
2.It reflects the professional workflow from one side.
3.Advice vs doctor's prescription.
Second, the main content of the asset allocation proposal
1.Our approach to wealth management.
Market trend analysis
1) Domestic market.
2) Overseas markets.
3) Investment strategy.
Your financial goals and the current state of your assets
1) Purpose: To allow customers to confirm KYC information.
2) Risk appetite.
3) Financial objectives: returns, liquidity.
Asset allocation analysis and recommendations
1) Adjustment suggestions for asset categories (qualitative + quantitative).
2) Configuration suggestions for specific products.
5.Benefit analysis and recommendations.
3. Display and presentation of the Recommendation
1.Present the main points of the Recommendation.
2.The process described in the Recommendation.
4. Group work: proposal preparation and PK
Process:
1.The teacher gives a uniform proposal template.
2.The teacher sends the case, and the group makes the proposal.
3.Two groups were selected to take the stage for case PK
Lecture 5: Building Connections – Private Banking Customer Relationships
1. Why do we feel that there are so few high-end customers?
1.Why do you need to do a good job of customer retention?
Discuss:Why are customers easily poached by other people's high-yield products?
2.The most typical churn trait.
3.Why do customers churn?
4.Single products have the highest churn rate.
5.Other reasons for churn: products, services, relationships, special.
2. Reinvent your customer relationships
1.Five Levels of Customer Relationships.
2.Why don't you invite customers to participate in the tour?Client: Why should I come?
3.Understand the laws of reason in Chinese culture.
Case:Civil Service Client Development.
3. Customer Relationship under the Internet: WeChat Tools and Communities
Fourth, the transition from relationship to professional
Case:The transaction of 37 million** stems from the obsession with **investment.
Case:How do you get a big customer of 200 million?
1.Be a high-quality financial manager.