"Practical Training on Industry Marketing under the Transformation of Wealth Management".
1. Let's talk about wealth management
The profound impact of wealth management transformation on frontline employees
Past: customer market information, product offering, and consulting
Now: Become a consultant with a focus on asset allocation
The future: The focus is on in-depth understanding of client needs, providing advice and wealth management advice
2. Practitioners under the transformation of wealth managementMust-have qualities
ProfessionalA true financial advisor and a marketing expert
Mindset: A change of mindset based on professional competence
CapabilitiesDevelop customers, serve customers, and retain customers
3. Wealth management transformation and marketing concepts
1. Wealth management makes us have to recognize and master what professional marketing is
Attention to detail. Proficiency in product knowledge.
Well-trained, programmed, and disciplined.
2. The integration of wealth management transformation and sales concepts
Service has become a prerequisite for marketing (What is a service?
You're marketing ideas, not products.
People make decisions based on problems, not needs.
People do their own reasons, not yours.
Marketing is a process, not an accident.
4. Precision marketing under the transformation of wealth management
1. What is precision marketing?
Precise targeting of customers.
Precision of marketing methods.
Precision of marketing management.
2. Precise positioning and locking of target customers
A new meaning of the law of sake.
Use of customer referrals.
l The basic concept of customer referral.
l Prerequisites for customer referrals.
l The key points of marketing for customer referrals.
l Precautions for customer referrals.
3. Methodological skills of precision marketing
Precise and effective interview setup.
The presentation of a professional image is the premise of the interview.
l Preparation for the purpose of the interview: the customer information that needs to be understood.
- Can you submit the same risk assessment as the client? The hidden marketing mystery in risk assessment.
l A must-have killer in the interview: praise.
l The four major topics that must be discussed in the interview.
- Professional topics, life topics, journalistic topics, permanent topics.
l Customer's characteristic understanding and problem exploration.
- Explicit and implicit characteristics of the target customer.
- How to make recessive traits explicit.
- Effectively explore the types of problems that customers need: status quo, problem, impact, and solution.
Precise product introductions and descriptions.
l The product risk level matches the customer type (what if it doesn't match?) ）
l Three levels of product introduction.
- Inform: It is to tell the customer what he did not know before.
- Clarification: Explain to the customer what he is not clear about and help him solve his doubts.
- Enable: Endorse the product or recognize your professional competence.
There are two major functions of the product introduction.
l Requirements for tangible packaging of intangible goods.
lThe product is a bridge connecting you and your customers to communicate investment ideas.
How to introduce the product will be more "appropriate".
l Remind customers to pay attention to the current situation.
Let the customer know what improvements can be made.
l Let customers participate and feel it for themselves.
l Cite examples from third parties, analogies.
l Make it understandable to customers.
l Let customers identify with the product or service.
The four principles of product introduction.
l Master the right environment.
l Instructions for using life.
l Observe the customer's reaction at any time.
l Motivate customers to buy at the right time.
Client's rejection and rejection handling skills.
What is a rejection and the reasons for rejection.
- What is a rejection.
- Reasons for rejection: reasons for salespeople, reasons for customers.
l Classification of customer rejection:
- Authentic rejection, false rejection, implicit rejection.
l Techniques for refusing to process.
-listen
-share to share feelings
-clarify to clarify the issue
-present to propose a proposal
-ask for action
l Case study of the application of rejection handling skills.
l Speech training for refusal processing.
Mr. Chen JinsongIntroduction
Marketing Director of the Brokerage Business Department of the Headquarters of a Large Domestic Securities Company.
He has served as deputy general manager and human resources director in large state-owned enterprises and private enterprises.
With more than 10 years of senior work experience, he has accumulated rich practical experience in management.
Topic:
Financial product sales skills training ——— training target all personnel involved in financial product sales.
Customer Marketing (Sales) in the Era of One Person and Multiple Accounts - Target Brokerage Account Managers.
Customer Marketing in the Era of One Person and Multiple Accounts (Management) - Training Target: Marketing Management Personnel of Brokerage Firms.
The construction and management of the marketing team in the financial industry ——— training target marketing team managers.
Investment advisory service training in the big era——— training target: brokerage investment consultants.
Professional service skills training in the big era ——— training objects: customer service personnel and call center personnel.
Bank financial product sales skills training ——— training target: bank account managers, etc.