Course Background:
Under the general trend of interest rate liberalization and the inertial thinking of "horse racing", the cost of funds in China's retail banking industry has risen in the past three years. This dilemma will continue to plague retail banks over the next decade, causing customer returns on assets to fall by about 80 basis points from 2012 to 2020. The tough market environment requires banks to undergo a fundamental transformation to profit from high-potential businesses such as transaction banking, wealth management and consumer credit and SME credit. Only a new generation of banks that are customer-oriented, with differentiated competitiveness and excellent organizational execution can become the winners of China's retail banking industry in the next decade.
Based on his many years of experience in China Merchants Bank, the "Best Retail Bank in China", and the successful experience of the second transformation, win-win outlets, and production capacity leap of China Merchants Bank, combined with his long-term attention and research on the development trend of retail banking business, Mr. Wang has pulled out a set of effective methods and tools for you to help relationship managers establish a professional image, expand potential customers, tap customer needs, and improve sales performance. Let the relationship manager form a good interaction and mutual trust with the customer, and achieve a win-win situation for the bank, the customer and the relationship manager.
Course Benefits:
Master the "KYC four-step method" to effectively explore customer needs
Spin's four-step questioning method "change" I want to sell "I want to" for customers
Preliminary grasp of the "spiral lifting method" of the account manager
Rebuild customer relationships from mere salesmen to "consultants" that customers rely on
Master a series of practical tools summarized in the teacher's practical work.
Improve the professional recognition and self-worth proposition of account managers
Course Duration:1 day, 6 hours a day
Course Target:Relationship managers, wealth managers, marketing executives and other marketing-related personnel
Course Methodology:40% of the lectures, 30% of the case presentations, 10% of the use of tools, 10% of group discussions, and 10% of the induction and refinement
Course outline
Lecture 1: Marketing concept based on in-depth customer management
1. The current situation of banks under "Internet +" and "interest rate marketization".
1.2016 in a tangled banking sector.
Case:Yu Bao's past and present life.
Extension:The savage growth of Internet finance.
2.Interest rate liberalization and capital constraints.
3.Technology changes everything.
4.Societal and morphological transformations.
Second, the bank's "customer-centric" marketing transformation road
1.Customer-centric vs. product-centric.
3. High-end customer marketing based on customer management
Discuss:Why do customers "see money but not people, see people but not hearts, and leave when the profit is low"?
Case:How do doctors market it?
1.The 4R principle of customer management.
2.Customer relationship management (structure, list, effect, crossover, unification).
Case:The maddening pizza clerk.
Case:China Merchants Bank's CRM system.
3.Customer business strategy (segmentation, demand, promotion, operation, service).
Lecture 2: Product sales strategy based on customer needs
Mini-game interactive opening:What you understand isn't necessarily what the customer wants.
Case:How Shi Yushu embarked on the "journey".
Case:Why did Guo Jingming's "small era" succeed?
1. The nature and level of the customer's financial needs
1.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.
Second, the customer identifies the three elements of MAN
3. The "four sexes" of financial products
4. 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?
Fifth, the four-step method of sales questions
1.Status issues.
2.Core issues.
3.Hinting at the problem.
4.Work something out.
Case:How does Jian Hong market insurance?
6. Four-step questioning method for different products
Group exercises:Product presentation technology.
Case Walkthrough:According to the case card, the sales method process is designed, and the two groups of exercises are summarized.
Lecture 3: Speaking People - Let Your Sales Have a "Way".
Think:Asset allocation is a good thing, why don't customers accept it?
Think:You took the CFP exam, why do you feel like you're still a drug seller?
Class Discussion:Misunderstood structured wealth management products.
**Tell us: "Talking to people" is king!
1. What is "customized language"?
1.Comparison of two charts.
2.Customized language transformation: simplify, refine, analogy.
Practice:How to explain capital preservation in three sentences**?
2. Tell a good story to win opportunities
Mo Yan's speech
1.Stories – forming an "imaginary community".
2.Method and purpose – to arouse concern.
3.Let the customer be part of the story.
Case:How to use storytelling to explain such a thing as "asset allocation"?
Practice:Storytelling fosters financial awareness among customers.
Practice:Tell a story to make customers recognize ** regular investment.
4.Financial literacy can be so interesting.
Case:"Detective Chinatown".
Case:Travel back to the Wanli Dynasty.
Lecture 4: Building Links – Rebuilding Your 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?
1) The customer churn rate is highest for a single product.
2) Other reasons for loss: products, services, relationships, special.
3) There are deficiencies in the operation of the account manager.
Case:"Sheep shearing" and "sheep grazing".
2. Reinvent your customer relationships
Five Levels of Customer Relationships
1) Why don't you invite customers to participate in the tour?Client: Why should I come?
2.Understand the laws of reason in Chinese culture.
Case:Civil Service Client Development.
3.Customer Relationships on the Internet: WeChat Tools and Communities.
4.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?
3. Be a high-quality marketer
1.Hide your purpose.
2.Start with service.
3.Reshape your WeChat circle of friends.
Course summary