February**Dynamic Incentive Program Course Background: There is a good saying, called:The skin does not have hair, and it will be attachedhere".skin"That's what the bank is."Deposits”。When it comes to the word "deposit", it should be a topic that all of us bankers can never avoid: assessmentWeightsScore pointsHighestAn indicator is still deposits, the quality of deposits sometimes even determines the hat of the manager, is a key to the intuitive evaluation of business results of the superior bank, maybe we have a bank asset quality is very good, our intermediate business income is also good, customers are also growing significantly, but if as long as the deposit is not good, do you feel that you can't raise your head, feel that this year is in vain, is there a feeling of ugliness covering a hundred handsome?
At the same time, as a grassroots employee, there is only one answer to who supports the performance that is most concerned aboutRely on the customerIn the end, the result is that the customer's funds and deposits are in you, whether it is a good relationship, high efficiency, good service, etc., it is a process problem. So there is a universal formula:Deposit = customer, customer export performance, making a deposit is the basis for making a full amount of assets.
It can be said that since the beginning of the commercial operation of the banking industry,"Deposit Bank".Basically, it has become the creed of our bankers. With the rapid economic growth and the rapid expansion of the credit system, it is the concept of "deposit bank" that supports the rapid growth of banks, and the number of core deposits is the embodiment of the core competitiveness of commercial banks, and the quality of deposits directly affects the profitability of commercial banks, and the quality of deposits will directly affect the liquidity management of commercial banksTherefore, if you have a deposit, you will get "the world", and if you lose a deposit, you will lose your customers and the support for the long-term development of the bank.
But in the actual execution processThere are many difficulties。This course analyzes the current pain points one by one for the three major positions of stock, increment, and flow, and extracts the efficiency optimization plan.
Course Benefits:
Stock Position——Stable, expanding, and excellent
grasp including but not limited to refining hierarchical and scenario-based management specifications, and deepen the viscosity of existing customer groups;
Increase the number of deposit product links to lock in the goal of long-term and sustainable financial product relationship with customers;
With professional advantages, we will highlight the advantages of various types of deposits, including various asset products.
Incremental positions——Chain, expansion, introduction
Master but are not limited to subdividing the ecological customer groups around the outlets, and laying out precision marketing strategies for different customer groups;
Formulate customer development work on the basis of serving existing customers, increase emotional links, value links, and attract traffic.
Increase the stock base of customers to increase the contribution rate of incremental deposits.
Traffic position——Locking, expanding, sticking
Grasp the advantages of material outlets, including but not limited to returning to the flow position, actively link or undertake incremental stock drainage customers, provide transitional services, and convert them into existing customers of our bank;
Create a financial service activity station role suitable for surrounding customers.
Course Duration:2 days, 6 hours a day.
Course Audience:Presidents, branch heads, account managers, wealth managers, lobby managers, excellent tellers.
Course outline
Lecture 1: The Background of Deposit Entrustment in Retail Banks and the Construction of Marketing System for Deposit Surge
1. Three major thoughts and analyses under the new situation of bank development and competition
1.Under the influence of Internet finance, the development of banks requires new thinking.
2.In the face of fierce competition, banks need new approaches to increase their capacity.
3.The development of intelligent banks and the development of employees require new capabilities.
Second, the bottleneck encountered in the development of retail banks in the doubling of production capacity
1.It is difficult to accurately implement the market strategy, and the operation and management are in a dilemma.
2.Product research and development is facing innovation problems and homogeneous competition dilemmas.
3.* The marginal return of the strategy is diminishing, and interest rates remain high.
4.The strategic thinking of the network plan is exhausted, and there is a lack of resource integration.
5.The analysis of customer value is not accurate enough, and the marketing dilemma is deeply cultivated.
Case Analysis: Competitor Marketing Methods in the Same Industry
Agricultural Bank of China - Silver Club Bank, Rural Business - Cycling Club Bank, CCB - Car Butler Bank, etc.
3. Typical problems in the traditional deposit expansion and development model
1.High customer acquisition costs.
2.It is difficult to acquire customers.
3.Narrow customer acquisition boundaries.
4.Weak customer acquisition ability.
Fourth, the two directions of business customer acquisition ability improvement discussion and analysis
1.Two increases.
2.Two minus.
Fifth, deposit multiplication - all employees continue to launch the system building
1.Evolution of deposit assessment - the average daily deposit needs to be completed by all employees.
2.The evolution of the work of grass-roots marketing positions - one post with multiple positions, the construction of compound talents.
3.The effect of bank brand agglomeration is weakened - relying on a single volume, a single position, and a single position have a difficult marketing effect.
Case:Moody's, an international rating company, will downgrade a national bank credit rating agency.
Case:Pondering the wave of mergers caused by the closure of a large number of banks.
Sixth, "5 to build" front-line marketing personnel deposit promotion to win the "sunflower book".
1.Professional success - create an "exclusive" label and strictly abide by the professional lifeline.
2.Landing and taking root - to create a standard for each position, refer to the marketing manual.
Case:KFC and specialist doctors bring us professional thinking.
Case:The account manager whose performance has been ranked in the top 3 of the branch for a consecutive year, what makes her performance salary higher than that of the president?
Lecture 2: Expansion of Stocks and Deposits - Expansion of Deposits in All Scenarios and Deposits
1. Low-cost access - to attract demand funds from outside the bank
1.Motivation - 6 reasons to attract demand funds outside the bank.
2.Logical clarity - the underlying principle of attracting out-of-line currents.
Interactive walkthrough:Normal hall traffic customers, stock system customers, incremental expansion of positions, to attract out-of-line current strategies and scenario reproduction.
Activation period - channel construction 1: marketing and handling of aggregate payment.
Activation period - channel construction 2: binding and marketing strategy of two cards WeChat Alipay.
Activation period - channel construction 3: opening and marketing of mobile banking.
Clear Channels - 2 Types of Attracting Offshore Demand Funds and Expanding Management Methods
1) "Live" current strategy to show and create a strategy.
Case:"Live" current period that comes "by the way".
2) "Fixed" current account - daily marketing and other counter-display of strategies.
The standardized application and management of long-tail customer batch marketing thinking in the three-quantity position
Interactive walkthrough:The current account upgrade of existing customers** invitation "wall dong method" invitation scene is reproduced.
Import:The introduction of the FABE strategy and the specific application of the "fixed" current free upgrade in the work.
2. Ballast for stable deposits - to attract off-bank time deposits
The fundamental role of fixed funds in bank deposits
1) Bank deposit ballast.
2) Identification of asset management trends.
Import:Mental Balance Theory.
Tools:Preparation of regular marketing tool manuals and attention to things.
Top 18 Reasons to Market Your Bank's Term Money
1) Analysis of the reasons behind the return of bank fixed deposits.
2) 18 reasons for the management of training methods in the training of all soldiers.
4 Strategies to Attract Off-Bank Fixed Deposits
1) Analysis of the strategy of stabilizing deposits - large demand to time deposits.
Anti-churn - Expiration customer retention customer marketing
How many days should I contact the due customer? - Problems with employee portfolio management.
b. What should I do if the customer transfers to other banks after expiration? - Brainstorming.
c. How will the expiration customer notify the renewal? - Presentation of invitation strategy.
d. Difference Nuggets - Attract off-bank fixed deposits.
3) The search for potential customers with 5 types of large deposits.
Standard scenario-based marketing of large-value certificates of deposit-Increase the amount around the regular period
a. Marketing of the Bank's large-value certificates of deposit for customers with regular maturity.
b. Marketing of the Bank's unexpired fixed certificates of deposit.
c Other lines to the marketing of large certificates of deposit of customers with regular maturity.
d. Marketing of large certificates of deposit of unexpired fixed customers of other banks.
Interactive Discussion:Who should I sell a large certificate of deposit to? What should I do if I run out of quota for large deposits?
3. Ballast for Stable Deposits - Attracting Off-bank Time Deposits (Analysis of Off-bank Gold Absorption Strategy by Using Threshold Products).
Event Threshold:Order gifts, lucky gifts, and business 1+1 courtesy ......
Interactive Workshop:What are the other "equity thresholds"?
4. Adjust the structure of customers' full assets - reallocate the fixed deposits of our bank when the all-scenario marketing wealth management funds are due
1.Focus on reassigning the list of wealth management customers.
Interactive Discussion:Which part of the wealth management funds and wealth management customers will be prioritized for conversion?
The "waterfall principle" is applied in the process of transforming wealth management products inside and outside the bank
1) The principle of the flow of water and the principle of the flow of money.
2) 20 reasons why wealth management products within and outside the bank are converted into fixed deposits of our bank.
3) Transformation and reorganization of wealth management products within and outside the bank.
3.Standard scenario-based marketing of large-amount certificates of deposit - jump out and increase the amount regularly.
5. "Fixed income +" model lock-in - stock panoramic marketing fan-shaped asset allocation model
1.The application and management of the "cash cabinet +" asset allocation model in different positions.
2.Analysis of the production ideas of the full marketing tool shelf.
Lecture 3: Incremental customer expansion and storage - non-financial link marketing subdivision and expansion of the whole customer group
1. "Precise force" - analysis of marketing pain points and bottlenecks in incremental positions
Interactive Discussion:What are the pains in the development work?
1.Sweeping the building and sweeping the street, the sales staff are tired of customers.
2.It is difficult to attract customers with uninspired customer expansion solutions.
3.It is difficult to reconcile the crowd, and the customers are complicated and have no way to start.
4.Go out and invite in, but it's hard to stay.
5.Athletic expansion is difficult to systematize.
2. The "Eight Steps" of ecological mapping around outlets and innovative and accurate play of deposits
1.Designated area.
2.Selecting customers.
Look for a breakthrough
Family, work, investment, life.
4.system.
Tools:Fill out the form to make a plan.
Skillfully executed
Prepare process, call, material and product.
6.Strong review.
Tools:Powerful review schedules.
7.Transmission mode.
8.with products.
Wonderful display:Students' classroom deduction and learning **, program deduction wall, etc.
2. 9 methods for different customer groups to expand their customers
Platform Recommendation Law, Pain Point Relief Law, Channel Sharing Law, Performance Marketing Law, Interactive Integration Law, Publicity Law, Tandem Marketing Law, Welfare Guidance Law, and Value-added Welfare Law.
3. "Divide and do well" - rough classification and value exploration of incremental customer group classification
Classification by occupation
Housewives, private owners, and rural professional breeders.
According to the classification by age
Children and teenagers, millennials, college students, middle-aged and elderly customers.
According to the residential community
Demolition households, mid-to-high-end community customers, and youth apartment customers.
Lecture 4: Hitting the key points - the expansion of middle-aged and elderly customers and the landing strategy
Case Introduction:Minsheng Bank built a marketing circle ecosystem for middle-aged and elderly customers, helping to complete the annual deposit task in January.
1. Analysis of the needs and pain points of middle-aged and elderly customers
1.Practical consumption characteristics.
2.Convenient and convenient consumption characteristics.
3.Advocating the consumption characteristics of low price and high quality.
4.Compensatory consumption characteristics.
5.Characteristics of service consumption.
6.Characteristics of erotic consumption.
7.Habitual consumption characteristics.
2. Demonstration of landing and expansion strategies based on the analysis of the middle-aged and elderly market
1.Financial needs.
Non-financial needs
1) Gift needs.
Case:: Uncle Zhang, who took a pair of sneakers and a kettle, ran all over 8 banks.
2) Emotional needs.
3) Entertainment needs.
4) Health needs.
3. Precise expansion marketing of middle-aged and elderly customers
1.Delineate the area.
Stratified customer segments
Divided by: age, gender, hobbies, and area of residence.
Fourth, the middle-aged and elderly customers of five exclusive value-added service system to build
1.Accumulate and share good gifts.
Case:: A one-day trip to the surrounding area from which points are redeemed.
2.Joy in the hall.
Case:Business 1+1 increased production capacity by 30%.
3.Enjoy the quality of life.
Case:100 aunts who are "rich and free", and a small class on Douyin that is full.
4.Be active and healthy.
Case:80 customers obtained by the pharmacy chain.
5.Shop for a discount.
Case Study:Offline Pinduoduo member activities, 200 middle-aged and elderly VIP customers.
Fifth, spontaneous hematopoiesis - fission of six marketing models for middle-aged and elderly customers
1.There is support for the elderly.
2 The old man has a tour.
3.There is something to learn from the old.
4.There is a doctor for the elderly.
5.Something for the elderly.
6.Fun for old age.
Lecture 5: Traffic Expansion and Storage-Full Contact Drainage and Expansion
1. Precise application of force - analysis of marketing pain points and bottlenecks in traffic positions
1.It is difficult for a clever woman to cook without rice - the visit rate of traffic customers is low.
2.Unclear positioning - "service and marketing" are not balanced.
3.Unable to do it - the visitor does not dig enough and does not know how to speak.
4.Hurry up - simple deals, no deals.
2. "Sharpening knives and cutting firewood" - traffic path marketing scientific moving line layout
The line is smooth, everything is smooth
Analysis of the layout strategy of various outlets
4 points to note in the layout of the universal circulation line
3. "Step by step" - traffic path marketing marketing contact management
Fourth, "immediate results" - traffic path marketing multi-hall event planning
Time-based event planning
Hall event planning with customer segmentation as the main axis
A variety of "courtesy" as the main axis of the hall event planning
Fifth, "can speak and perform" - traffic path marketing efficient hall salon system integration
"Reform the customs" - re-understand the important role of the hall micro-salon
"Small body, big power" - 8 simple and easy-to-use hall salon gadgets to use and manage
Lecture 6: Three-Quantity Position Linkage - Let the Gyro of Action Continue to Turn
OneThe three-quantity value link with the "expansion" and promotion of all customers as the core
1.The original intention of the value of the traffic position - lock, expansion and stickiness.
2.The original intention of the value of the stock position is to be stable, expanded and excellent.
3.The original intention of the value of the incremental position - chain, expansion and introduction.
IIForm a marketing ecosystem with three leveraging and mutual transfer
IIIAccording to the specific scene, how to make the three-quantity gyroscope "turn" is discussed in positions and positions
Interactive Discussion:How should the gap between theory and practice be bridged, and how can the training effect be amplified?