A, how to do a good job of financial sales_do a good job of financial sales method
Financial sales and financial marketing, refers to the financial enterprises to the financial market as the guide, the use of the overall marketing means to provide financial products and services to customers, in the process of meeting the needs and desires of the customer to achieve the interests of the financial enterprises in the process of social behavioral goals.
Features of financial sales (1) from the financial marketing of the main body - the position of financial institutions, financial enterprises as a provider of financial services, not only in the fund-raising activities for the needs of different investors to develop different financial products and services; but also in the use of funds in the activities of the different customers, the development of different financial products and services, to meet the requirements of the demand for funds at the same time, to ensure that the efficiency of the use of funds and services to meet customer needs and desires. At the same time, to ensure the efficiency and quality of capital utilization. In addition, it is necessary to give full play to its status and role as a transaction intermediary, and actively provide customers with a variety of intermediary services.
(2) from the financial marketing object - financial services consumers, with the development of economic integration and financial liberalization, the financial market development is becoming more mature, all-round, multi-functional, multi-channel financing, transaction settlement becomes possible, but also to participate in the financial activities of the increasing number of financial consumers, the composition of the increasingly complex, the quality of financial services is also more and more demanding.
(3) from the purpose of financial marketing and requirements, maximize revenue has become the main purpose of the enterprise to provide financial services, due to the provision of financial services and services are often synchronized with the consumer process, thus requiring financial enterprises to continuously improve their business quality, establish a good corporate image, through the provision of standardized services in order to win more customers.
(4) from the subject of financial marketing - a variety of financial products, it is the financial activities with the specific form of capital financing linked to the carrier, its characteristics are mainly manifested as:
1) the existence of the form of intangibility.
②Consistency and substitutability in nature.
③Diversity of forms of expression.
Financial marketing status quo and countermeasures 1. The status quo of financial marketing
(1) marketing concepts are old
In financial business activities, most banks' business concepts are still stuck in the stage of marketing financial products, especially some of the senior bank staff in charge of the loan is still a condescending treatment of the customers who have to ask for it, and this kind of bank-oriented business orientation is obviously not adapted to the modern financial market. This kind of bank-centered business orientation is obviously not adapted to the competitive requirements of the modern financial market.
(2) marketing awareness is not comprehensive
Some of the business strategy, although also borrowed the concept of marketing and techniques, but often the sales as marketing, the lack of wholeness and consistency of the publicity of the various publicity, failed to combine the image of the bank's products and the bank's business philosophy publicity, and the lack of marketing as a whole.
(3) Marketing lack of strategic objectives
There is a general lack of a long-term perspective to grasp the analysis, positioning and control of the market, in improving service attitudes, optimize the quality of service, improve the level of service and other aspects of the work has not yet been linked to the marketing of the strategic objectives and marketing strategy and the lack of targeting, proactivity and creativity.
(4)Lack of marketing professionals
The knowledge structure of the staff is basically a financial specialty, few marketing professionals into the enterprise, the enterprise's recruitment and training also mostly focus on financial expertise.
(5)Immature financial market
The price formation mechanism and transaction mechanism of financial products are single and have not yet formed a market-oriented operation, which makes the bank's pricing strategy and pricing mix greatly reduced. The vague property rights relationship and unsound corporate governance structure lack the intrinsic driving force to carry out financial marketing.
2. Financial marketing strategy
(1) Integrated marketing strategy.
Financial marketing concept should be the idea of integrated marketing concept, play the marketing function of the various departments should be unified command, in products, prices, channels, promotions and other aspects of coordinated action to achieve comprehensive economic benefits. To this end, the financial enterprises to establish a "big market" concept, that is, to break through the traditional time and space boundaries, set up an all-round, full-time point of service. From the traditional homogenization, large-scale marketing concepts into a personalized marketing concept.
(2) New product development strategy.
Financial new product development to find the "niche" to meet the interests of customers as a tendency to try to increase product features. Specifically can take the imitation method, combination method and innovation method and other different methods. In this regard, we can also learn from the successful experience of foreign banks. In order to meet the new needs of customers and the bank's own development needs, should focus on the combination of product development, as well as the renewal of services.
(3) Promotion strategy.
After WTO accession, in the face of strong competitors, China's financial enterprises in the use of promotional strategies on the one hand, should increase investment, the formation of the scale; on the other hand, it should be a variety of good promotional tools, the series of promotional tools to the organic combination of uniform planning, unified organization, in order to receive a good overall effect. Promotion of the main strategies are one is the advertising and promotion, the second is the marketing promotion, the domestic and foreign financial industry commonly used promotional tools are prizes for sales, giveaways, matching offers, free services, relationship marketing, joint promotions and so on. Third, personnel marketing. Fourth, public **** publicity and public **** relations.
(4) brand manager marketing strategy
How to maintain the overall image of the financial enterprise, values and corporate culture under the premise, or under a total brand image, shaping the brand's respective characteristics, the formation of their respective brand of loyal consumer groups, for the financial enterprise to win a broader market and survival space, to avoid the emergence of a financial enterprise brand community contradictory and The awkward situation of conflict.
Doing a good job of financial sales method 1, the most simple and brutal method, directly in the same industry companies to grab customers.
All in this skirt: 304219714 learned dry goods, Answer: 315, do sales friends can go in to exchange experience, group management is very enthusiastic, do not allow advertising
Operation method on the Wisdom Recruitment listed a number of companies in the industry to do a very good job in the distribution of companies, for example, the A building there may be 10 P2P companies, collect some of these home The company's Xuanzi, call and ask for information.
Usually, the salesperson will tell us that they have a finance salon on a few afternoons. Well, we can go and listen to their financial salon.
There are many benefits:
1) learn their products and techniques;
2) in the process, which is the intention of the customer, basically can be judged;
3) remember that there is an opportunity to exchange contact information with each other with the customer;
4) there is no opportunity for the meeting to end early excuses to flash, to the company downstairs?
If you do not want to go to listen to, go to their company downstairs can be, in the first floor reception, there will be people ask so-and-so company how to go, these are their company invited customers.
In such a financial building downstairs to go around, every day will meet potential customers, here to get the customer at least B class, A class is also a lot, but many have been in the company deal. But we are not afraid of being rejected, first squeezed into their purchasing sequence and then say, to act as a price grinder for the A side of the chant. Insurance companies often say a word, family asset rationing, eggs can not be put in a basket, for these customers investing in other companies is the same, rationing, diversification of risk! Oh, this kind of talk buddy you are still familiar with it?
2, the bank consulting financial customers.
When you go to the bank to do business, or something to go to the banks to do business, do business is not the main purpose, the purpose is to observe, some customers are going to find the bank financial manager, they consult the end, you chase out. Generally choose the bank financial customers will be more cautious, or first squeeze into the customer procurement sequence. The customers here are all class A or B customers. In addition, every month on the 10th, 15th, 18th is our customer base of uncles and aunts payday, they are more than 8:00 in the morning in front of the bank queuing up, we will not be moved?
3, wholesale market.
Wholesale individual owners, generally 4:00 a.m. to start working at noon, 2:00 p.m. off. Just at noon to 2 o'clock this time, a lot of people sit down nothing, take our company publicity coloring pages, generally idle will look at?
Many people have our business card or phone number on the booth, so it's good to communicate with them in the future. This type of customer acceptance is still quite fast, do a good job of this channel, the amount of orders should be more than 1-2 times it, and we know what the customer is doing, where the address? These customers are collectively positioned as class B customers.
4, handle the household.
Shanghai households have a lot, many in the neighborhood, if more, each with a large sum of money, this time the bank's account managers are piling up to visit those households? These people are quite easy to deal with, as long as they trust you, they will not back out!
5, used car market.
These people do more short-term investment. Do used cars, pounding Charley's easier to deal with than pounding the Land Rover. Because, Land Rover is not good out, rich people will buy used Land Rover? So, we need to find the owner to go?
6, call.
If the company issued the phone, from the same industry to get the best customer list. If you want to get your own phone list, the people, 58 to collect some of the owner's phone, used car phone can also be collected. The biggest benefit of these customers is that you can know what industry customers are doing, talk to them about their business, customers talk to us about financial management, or go to the parking lot to deal with the car uncle, let him help you get some car phone, get such a phone, positioning is quite accurate, right.
7, find director-level doctors.
What is the saying, the horse does not eat the night grass is not fat, people do not have to foreign money is not rich, you second understand ah?
8, work with the big mother and sister who do insurance.
There are some experts in the same industry who specialize in this way, a hit one accurate, see this you happy?
9, keep a close eye on the people who release the life.
Those who release people quite rich, but take such customers, not masters don't want to think about it, it is best that you also know a little bit of Buddhism, otherwise there is no basis for communication. Every big city has a relatively centralized release lot, rivers ah, reservoirs ah, mountains and forests ah, you in the weekend often to run to these places, there may be an unexpected harvest, play hard to do it?
10, the city's large housing exhibition.
If there is, you should go out, go to the mansion booth squatting it, perhaps at the meeting to recognize the luxury customers, local portals, newspapers have a lot of news in this regard. Such customers usually have some investment friends around, do a good job, very imaginative.
11, if the company supports, some super activities, community activities.
Blur our sales proposition. For example, we can do a variety of competitions in the community, out of some prizes. Some financial companies have done square dancing, cultural performances and other programs. The practice is simple, the first is a wonderful performance, the middle of the product, but the identity of our company is to sponsor this party. The performance on stage, we are below the search for customers, understand the needs of customers, the investment needs of the intention of the customers listed, and finally a phone call, yes, remember to take pictures, the next visit to the customer, we also want to send the customer activity photos, the first to give the customer a pleasant surprise before.
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Two, the salesman to learn which kinds of financial knowledge
First of all, 1 should be on the property of the situation in the palm of your hand 2 the advantages and disadvantages of the property should be clear. The customer sales focus on the advantages of the property, of course, the shortcomings are also to be said, but can be artfully brought over the 3 property for the customer base is what 4 customer preferences in the process of selling the property to be aware of what your goal is how to do around your goal related to some of the program. Clear industrial values, I believe you will be an excellent salesman real estate product specificity requires sales staff to have a deeper product knowledge and expertise. Especially the property sold around the existence of competing properties, and property differentiation is not big, know what they know and know why the sales staff is to beat the competition of the decisive weight. Commodity housing is often customers pour up all their lives to buy bulk products, repeated comparisons, indecision is a common phenomenon, the customer can detect the use of the value of the property to do repeated comparisons are still not sure, if the sales staff can be difficult to detect the use of the value of the property to make some explanations, such as you can tell the customer: "Our building is not? For example, you can tell the customer, "Our building is not a structure, but a? It is a structure that has the characteristics of ? characteristics, this structure can reduce ? This kind of structure can reduce? The interior paint is made of ? We use the same type of paint as others, but we use the same type of paint as others. It is an environmentally friendly product. environmentally friendly products, have? Effective"; "The socket is a ? product, is? material, have? Characteristics" and so on, it is possible to win the recognition of the customer to achieve sales. Sales staff to cope with the whole society, is constantly changing all kinds of people and things, the era of knowledge economy, knowledge changes destiny, and therefore must have a variety of knowledge and experience. Therefore, master the basic principles of marketing, understand the country, the local government issued a variety of real estate policies, regulations, with general sociology, psychology, behavioral science knowledge, consumer psychology and other basic common sense, attached to their own professional knowledge, is the basis of sales staff confidence, but also sales skills to ensure.
Three, financial basics
goContent from the user:Jinxin technology and education information technology service platform
bank from the basic knowledge)Author: Blue Chunfeng (original)2008-3-1313:21Keywords
One, single-choice questions
1, Chinese and foreign Scholars agree that an important basis for dividing the monetary hierarchy is the (
D) of financial assets.
A, stability B, safety C, profitability D, liquidity
2, other conditions remain unchanged, people expect interest rates to rise, will (
C).
A. buy more bonds and save more moneyB. buy more bonds and save less money
C. sell bonds and save more moneyD. buy fewer bonds and save less money
3. The following are not part of direct financing (
D).
A, commercial credit B, national credit C, consumer credit D, bank credit
4, can not be issued to the residents of credit loans is (
B).
A, China Construction Bank B, China Agricultural Development Bank C, rural credit cooperatives D, city commercial banks
5, commercial banks are (
C) to operate deposits and loans, and to handle money transfers and settlements as their main business.
A, business units B, government and enterprise functions of one institution
C, financial enterprises D, non-profit financial institutions
6, commercial banks of commercial paper, the central bank is required to discount in order to obtain funds
behavior is (C).
A, sub-mortgage
B, sub-discounting
C, re-discounting D, re-lending
7, to support the reasonable financial needs due to the distribution of grain, cotton and oil in transit, the loan is called (
C).
A, special sales loans
B, special reserve loans
C, acquisition loans D, sales settlement loans
8, the use of collection and payment settlement for settlement must be (
C).
A, engineering settlement payments
B, transportation payments
C, commodity trading payments D, personal to
9, agency banking business is a commercial (
D) on behalf of the office