February**Dynamic Incentive Program Course Background:In life, do you often have such confusion:
Why is it that the things that no one cares about, after ** multiplied by 2, are snatched up? Why can't we refuse someone's request when we don't like him? Why do real estate developers take customers to see dilapidated houses that no one will buy when selling a property? Why do car dealers advise customers to buy various accessories after they have paid for a car? Why supermarkets always like to offer"Try it for free"?Why do large companies like Procter & Gamble and General Foods often launch essay contests with prizes, where contestants don't need to buy any of the company's products for a chance to win a prize?
Why do some used car dealers deliberately overestimate the cost of old cars when they buy them? Why would a formally trained paramedic not hesitate to carry out an apparently flawed instruction from a doctor? Why do cheaters always use costume change as a means of cheating? Why is the value of a one-dollar misprinted note far more than hundreds of times the face value? Why do people involuntarily keep raising their cards in the auction room?
At work, as a retail bank personal finance business marketer, do you often have such encounters and confusions?
The sales work is still product promotion oriented rather than customer demand oriented, with high communication costs, poor customer perception, and low success rate! Customers always don't seem to believe us, for fear of being fooled by us, what should we do? "You don't have a guaranteed capital for this product, I personally think it's too risky" - customers always say so, and then refuse to buy; "Insurance is all a lie" - customers always reject the bancassurance products you recommend; The product presentation is not professional and cannot impress people, and too professional customers may not be able to understand; Some product customers are strongly resistant and do not give a chance to present at all; After making the presentation, the customer always "thinks again", and then there is no follow-up, helpless! "The income of other banks is much higher than yours" - this sentence with a high customer frequency directly makes people **;
Course features: Pure dry goods
Practicality - the course content is easy to understand, no need for secondary transformation, and it is ready to use.
Pertinent - tailor-made for financial managers, the course content is 100% close to the actual work of reasonable financial theory.
Practicability - The training highlights the practical effect, combines the typical work scenarios, focuses on the various difficulties and confusions encountered by financial managers in customer marketing, and gives the key points and words to solve the problem.
Vividness - Lectures, discussions, case studies and other interactive forms of training are used to highlight the vividness of the classroom.
Course Duration:2 days, 6 hours a day.
Course Audience:Money manager.
Course Method:Lecture + discussion and interaction + inspiration + case teaching + on-site drill.
Course Steps:Interpret the principles of psychology - analyze marketing skills and methods--- practice simulated actual combat scenarios--- provide reference skills.
Course outline
Lecture 1: Analysis and Transformation
1. Confidant - the marketing positioning and role cognition of financial managers
Reflection:Role Perception Assessment, what is the role I work in?
Analysis of three types of marketing roles in wealth management business
1) "Trust" - short-term performance brings the lifetime loss of customers.
Case Study:"The sit-in event after the marketing of bancassurance products of xx state-owned banks".
2) "Salesman" – low closing rates and low customer perception in absolute inverse proportion to the huge workload.
Case Study:"The infinite tragedy of homeopathic marketing in a nutshell".
3) "Financial Advisor" - a professional partner who can win the trust of customers for life.
Case Study:"In the face of competitors to buy deposits, not only leave the customer's money, but also leave the customer's heart".
2.Marketing positioning and role perception of account managers.
3.Standardized marketing of bank customers based on role cognition (full opening-revitalizing dick silk-standardized operation).
"Enemies of Love".
Standard Language:2-sentence version, 3-sentence version, 5-sentence version.
Characteristics of the role of a financial advisor
1) Based on the customer's financial status and actual needs.
Work Scenario Analysis:"When we are faced with customers who take the initiative to consult our products".
2) Always focus on the interests of customers.
Work Scenario Analysis:"When we are faced with customers who have never been in contact with ** but want to subscribe for ** in large amounts".
3) Know how to be responsible for customers.
Work Scenario Analysis:"When we face other banks with a term of 74 days and capital protection, the expected yield is 82% RMB wealth management products".
Case Study:What the hell is the customer saying no – "the money manager complains that he's not a salesperson".
**Analysis & Speech Examples:How to convey the professionalism and motivation of financial advisors - what kind of marketing model do we need to retain customers' hearts and minds, and effectively increase the repeat purchase rate and customer referral rate.
2. Know the other - customer psychology and behavior analysis
1.Customer purchase psychoanalysis.
2.Analysis of the distractions behind marketing termination or failure.
Case Study:Guess what the customer is saying – see how they fool us.
3.How our clients perceive our credit value versus our professional value.
Discuss:What do customers need from the bank?
4.8 behaviors to "kill" customers.
Summary:How can I identify and eliminate distractions from customer psychology in the future?
Lecture 2: Marketing Psychology - 6 Principles of Influence
Sources of Influence:Mechanical, automatic, fixed behavior mode with "stimulus-trigger" characteristics.
1. The principle of reciprocity
Fundamentals of Psychology:Debt and gratitude in the picture.
Case:
1) Diplomacy: Russia's donations for disaster relief.
2) Religion: Crimena Society fundraising.
3) Politics: Mutual praise and praise.
4) Business: Free trial.
Application:Small for big strategy, want first to give strategy, reject-retreat strategy.
Hands-on:Account managers in customer marketing The principle of reciprocity is a four-to-two trick routine.
2. Principle of Commitment Consistency
Performance:Balance and consistency of commitments, attitudes, and behaviors.
Fundamentals of Psychology:Be consistent with what we've done in the past.
Case:Horse bettors.
Case:Toy manufacturers deliberately keep some toys out of stock.
Case:Prisoner of War Rehabilitation Program.
Case:The ** rituals of primitive tribes and the torment of initiation on college campuses: more cherish what you have worked hard to get.
Case:Comparative test of children's touching toys: there is a convincing reason + non-compulsion.
Application:(Premise) initiative + openness + effort + autonomy.
Hands-on:Skillfully use the customer's execution intention, sign the order on the spot, the minimum transaction method, sign first and then close.
3. Principles of social proof
Performance:Canned laughter, tories, money in the donation box, real estate sales office queues.
Fundamentals of Psychology:The power of example by judging by the actions of others.
Case:Autism in children.
Case:The "apocalyptic" theory of religion.
Case:Social apathy.
Case:910 members of Jones City committed mass suicide.
Best Timing:Uncertainty, similarity.
Hands-on:The herd phenomenon puts the customer in an environment where the purchase is being made, salon 007** personnel.
Fourth, the principle of love
Fundamentals of Psychology:People are always willing to say yes to requests from people they know and love.
Case:Tupperware family gatherings.
Case:Joe Girard, the world's greatest car salesman.
Case:Good cops, bad cops.
Elements:Acquaintance, similarity, image, relevance.
Hands-on:Account managers love the principle of four-two-to-two tricks in customer marketing.
5. The principle of authority
Fundamentals of Psychology:Obedience to authority.
Case:Answer the electric shock experiment.
Case:Submissive train driver.
Case:Hospital12 Misused medication.
Factors influencing authority judgments:Title, clothing, exterior logos.
Hands-on:Take the lead in drying out the identity of experts and respect.
6. The principle of scarcity
Fundamentals of Psychology:Psychological resistance theory, scarcity is expensive, loss avoidance psychology.
Case:The Romeo and Juliet effect.
Case:The ** of black Americans in the 60s of the 20th century.
Case:Snap up, auction.
Hands-on:"Limited Quantity" policy, "Due Date" strategy.
Lecture 3: Routines for Successful Customer Marketing
1. Asking for directions - successful spin asks questions effectively
Reflection:What are the top five questions you ask in sales? How is the question asked?
1.Efficient customer marketing starts from customer information management: identify - praise - ask questions.
2.Doctor's diagnostic question: What do you don't want, what have you done in the past.
Anatomy of Spin - The four key tasks of consultative inquiry
Principles of Psychology:The Doctrine of Suffering.
Do Not Disturb - Cemetery Sale.
The marketing logic of four types of problems: the principle of rejection retreat
Story Sharing:Tang Seng obtains the true scriptures through spin.
On-site simulation - role drill (refer to speech analysis).
Four types of customer marketing: parents with children; an aunt who has just finished buying groceries; migrant workers; Business owners.
2. Negotiation skills of sword confrontation - to facilitate the deal
Psychological motivations that generate purchasing behavior
Carrot + stick: Pursue pleasure + escape from pain.
The visual effect of impressing customers
Focus on feelings + create emotions.
Five steps to close a deal
Step 1: Trigger a purchase motive.
Step 2: Create vivid and effective text images (fanning the flames).
Marketing***"Boiling Water Room".
Step 3: Discover the customer's "autumn wave" - psychological interpretation of the purchase signal.
Step 4: Get a purchase commitment - shoot nine footwork.
Step 5: Create the urgency of the purchase.
On-site simulation - role drill (refer to speech analysis).
3. Precision salon marketing
Precision marketing breaks the three major problems of traditional salons
1) Which customers to invite? How to invite customers to ensure that customers will arrive? How do I close the deal when the customer arrives?
Customer Portrait – "Community" Sketch
Total customer assets, customer age, customer type.
3.Forcibly attract - give the customer a need instead of digging into one
Reflection:How did I prepare for the appointment?
1) Collection and analysis of customer information.
2) Selection and packaging of the reason for the customer's appointment.
Practice:Preparation for a typical customer's appointment – create a contact schedule, design a warm-up SMS.
4.Forced screening - creating scarcity, choosing only the right ones, not the expensive ones
1) SMS and WeChat to pre-heat up.
2) Hit confirm - find a reason for yourself (goal sequencing, traditional information utility analysis, opening statement).
Improvements:What will I do in the future?
Case:Success** Confirm the speech analysis.
5.Posture is more important than persuasion - "send the package" to the customer three don'ts.
Pre-sales filter speech learning
Fourth, precision marketing for customers by personality type
1.Go back to the roots, return to the self - understand the personality classification.
Method:The Platinum Rule of Communication.
Tools:Personality self-assessment form.
2.Knowing oneself and knowing one's opponent, promoting strengths and avoiding weaknesses - characteristics of personality (ICDS).
The ** of the four personalities are displayed separately.
3.Live and apply what you have learned, and apply what you have learned - key behavior judgment method.
Practice:Look at the picture to recognize the person.
Panel Discussion:How to quickly and accurately judge the personality color of customers from words and deeds?
Panel Discussion:How can you tell the personality of a customer from an interview?
Practice:Scenario simulation.
4.Choosing the right "key" - the marketing method for the four personality customers.
Panel Discussion:What kind of communication methods should be used for each of the four types of customers?
Panel Discussion:What are the four basic types of customer marketing techniques and how to enable?
Practice:Scenario simulation.