Bank Outreach Marketing 4.0--Precision Strike and Lock-in Quality
Improving mental skills, mastering technology, and forming a system.
Project Background
"Bringing in and going out" has become the main trend of bank marketing, and outreach marketing and grid precision marketing have become the mainstream trend of bank marketing. However, in the process of each bank actively going out marketing, a variety of problems gradually appeared:
Focusing on blind marketing, ignoring the characteristics of the customer and the needs of stakeholders, leading to customer resentment.
Catering to customers, instead of meeting their needs, they just agree to all kinds of requests.
Will not analyze customer characteristics and integrate resources to meet their non-financial needs.
?
In short, outbound marketing for the purpose of blind sales does not greatly improve customer satisfaction and customer stickiness, does not realize the benign development of the bank's long-term interests, and produces a reverse psychology and effect in the customer base. Starting from these problems, based on the benign development of bank-customer relationship and the rapid development of bank benefits, the bank outreach marketing 4.0 project is based on the core of customer analysis and customer needs, and based on the network, the precise strikes, locking the high-quality customers and realizing the *** win and *** development of the bank and the customers together.
Project Objectives
Cultivate a set of concepts: Integrate resources and create win-win situation with customers***.
Learn a set of methods: analyze the demand, explore the demand, create solutions, communicate solutions.
Master a set of tools: customer grid analysis, marketing planning, review and summary.
Project model system: (online) pre-training knowledge and information preparation (offline) 6 days and 4 nights training (full version) curing.
Project Features:
Features
Detailed Notes
Precise
According to the characteristics of the bank's target customers, the development of accurate marketing and service programs.
System
The formation of a complete system before, during and after training ensures that the scientific marketing model is solidified to increase efficiency.
Chain reaction
Online and offline linkage, banks, institutions, master trainers linkage, to ensure the efficient landing of the project.
Gong broke
Students and customers *** create a win-win situation, instructors, teaching assistants and banks *** create *** with the development.
Participants: bank account managers, tellers, lobby managers and other business marketing-related personnel.
Teaching methods: flipped classroom / action learning: lecturer-led group discussions, brainstorming, sand table simulation video discussion town hall
Project phases:
Sequence number
Phase
Content
A
One
Online sharing
Prior to the implementation of the project, the instructor will share the relevant knowledge points online via WeChat sharing relevant knowledge points and students will do pre-study.
2
Offline preparation
Students collect and organize customer information according to the requirements of the knowledge points.
Three
Planning Programs
On-site design and planning of project schedules and progress.
Four
Node Drilling
Field drills on key nodes in the marketing process: uncovering demand, handling objections, etc.
V
Field Execution
Field exercises based on the planned marketing model and testing the results of the program.
VI
Summary
Compare the results of the planning with the results of the field implementation, summarize and reflect on the results, and optimize the marketing model.
seven
Rapid curing
Summarize the marketing model and form the results of the marketing model for different customer groups.
VIII
Shaping Efficiency
Monitoring and guiding the ongoing use of the marketing model to create benefits for the bank.
Knowledge and exercises involved in the program:
Opening: teaming up, vowing, PK in groups.
I. Refining mental skills: positioning the relationship with the customer.
1. Misunderstanding of the role positioning of small and micro business people
1)Too eager to make business, blindly promote their products.
2)Accommodating customers and agreeing to their unreasonable requests (customers will be greedy if they do not value what is well obtained).
2. Correct role positioning.
1)You are the customer's adviser, to provide the professional services he needs (others can not do is precious)
2)You are the company's spokesman, not the customer's sounding board.
3)You create value for the customer, and the customer rewards the company through continued purchases and referrals.
3. The three stages of marketing: marketing yourself, marketing your company, and marketing your products and services.
4. Toward consultative marketing.
2. Marketing Preparation
1. Be fully prepared and do not give customers the opportunity to regret.
2. Hardware preparation: prepare small arms that can be used at any time.
3. Software preparation:
1) Various methods and techniques
4. Usual preparation: develop good habits.
5. Temporary preparation: collect customer cases of the same size as the customer's industry.
Third, make an appointment with the customer to explore the customer.
Household demand
1, the reality of the problem: it is said to meet customer demand, but sometimes customers themselves do not know what they need, I know more, what to do?
2, the solution: mining customer demand
3, telephone booking customers: starting with praise
Telemarketing exercise: telephone booking customers (booking to meet; booking to participate in salon activities; booking conference marketing)
4, mining customer demand for the four actions:
Chat the status quo (in response to the customer's refusal to be marketed to refuse to pay out of pocket) )
Find problems (hit the customer's mind)
Introduction of attention (triggering the customer's fear)
Solve the problem (eliminate the customer's fear)
Practice exercise: How will you tap the customer's needs?
Four, product and service programs
1, the reality of the problem: the product is very good, the customer is also recognized, but just do not buy, how?
2, Countermeasures: sales buyer benefits
3, product introduction of the FABE rule
1) characteristics and examples of characteristics: the characteristics of the specific product or service
2) advantages and examples of advantages: the advantages of the specific product or service
3) benefits and examples of the benefits: the benefits of the specific product or service
4) Evidence speaks louder than you: examples and logical proof
5) Effective structure: "Because (feature)? , and thus have (advantage)? , for you (benefit)? ,
6) You see (evidence)?" .
Practical exercise: how to show the customer to promote your bank's products and services?
4. Realistic question: How should I go about introducing and evaluating competitors' products and services?
5, the response: competitors' products (services are good), my bank's more suitable for you because?
Practical exercise: how do you stand out in comparison with competitors' products (or services)?
6, for the customer to design a comprehensive service program
5, dealing with customer objections
1, the reality of the problem: customers often inexplicably nitpicking, what should I do?
2, the idea: smack the goods before the buyer
3, objection to the six steps: listening - pause - praise - restatement - processing - confirmation of satisfaction
4, objection to the treatment of the method: ignoring the law, "Yes? If?" method, etc.
Practical exercise: how to deal with difficult customer objections?
Sixth, identify the signals of the transaction, prompting the transaction
1, for the problem: I often can not grasp when to ask customers to sign a single? Early for fear of customer refusal, late for fear of cooked ducks fly?
2, Countermeasures: Ride the customer fainting to promote the transaction (the word "marriage" revelation)
3, the identification of signals to close the deal (the details of the implementation: language signals, facial signals, action signals)
Practical exercises: these customer signals to convey what information? How should we respond?
4, the deal is not friendship: do not forget to fight for the next opportunity
5, the final trick: the shot back
The relationship after the deal: do not let the customer regrets, so that the customer to help you develop the customer
Grouping planning
I, the group goal planning
Two, the goal of the competition, the questioning
Three, Each group team *** creation, develop action plans
Four, each group to report on the action plan and be questioned
Five, each group goal on the wall, swear
Landing implementation
Going out - expansion of the marketing: streets, political districts (schools, hospitals, institutions, etc.), business districts, Parks, agricultural areas
Requirements for different customers, there are different marketing models and targeted marketing products, for example:
Customer groups
Marketing model
Targeted product examples
Business districtDoor to door, the mall management of the ****win***tron marketing
POS, credit, collection of sweeping code
CommunityCommunity promotions, square dance organizers, schools ****win*** create marketing
Regular, financial management, consumer loans
Agricultural areaDemolition of households breeding households visits, village branches, village committees ****win*** create marketing
Regular, business loans, financial management
ParkIndustrial chain supply chain analysis , comprehensive financial programs, management committee ***win***chuang
Mortgage revolving loan Payroll, etc.
Political districtSchools, hospitals, party and government agencies to promote, with trade unions, offices
Credit cards Consumer loans Wealth management, etc.
I.Morning meeting
1.Morning meeting, group image display, plan arrangement
2, Group PK pronouncement
3, communication of important matters
Two, landing implementation - during the day
The groups according to their own group outlets to develop marketing programs, landing implementation. The actual performance of the PK. mentor to coaching mode tracking, communication, coaching, enhancement.
1, customer communication tracking coaching
2, meeting marketing tracking coaching
3, marketing activities strategy tracking coaching
three, each night review summary and skills strengthening exercises
1, group report on the situation
2, PK cash
3, the students to share, the classic case presentation
4, for the first time in the world, the number of people in the world, the number of people in the world, the number of people in the world, the number of people in the world, the number of people in the world, the number of people in the world, the number of people in the world, the number of people in the world. p>
4, for the daytime marketing of key target customers (six districts) to teach, practice specific marketing techniques, including:
For agricultural areas: village secretary of the appointment, negotiation, and cooperation program design For the park: park management committee of the appointment, negotiation and cooperation program design For the political district: schools, hospitals, institutions, or the head of the office or trade union appointments, negotiations< p>4. Lecturer's summary
5. Review of key points
Review Summary
I. The basic principles, role and methods of review
II. Review by each group:
1. Review of the objectives
2. Assessment of the results
3. Summarization of the causes and patterns
4. Improvement of the action, and clear rewards and penalties
Three.
3. Mentor's Summary
4. Project Review
5. Leader's Summary and Awarding
Continuous Efficiency Enhancement
Internal Supervision guides the trainees to apply the solidified scientific marketing model in their daily marketing work to create continuous benefits for the bank. At the same time, new problems in the marketing process are identified, and trainees and customers are guided to ***Create*** win-win, explore new models and ways of cooperation, and achieve sustained ***Win-win development.
Mr. Yang Bank marketing management expert
Professional qualifications
Bank innovative marketing management combat expert 13 years of experience in bank training services
Jiangxi Trainers Association Vice President
Jiangxi Normal University, College of Finance and Economics, Associate Professor Master
Commercial and Industrial Bank of China Training Center, Guest Professor
Shandong University, Southwest University of Finance and Economics, and other well-known universities Special course lecturer
Doctorate in Management, Tongji University
MBA, Shanghai Jiaotong University
Frontier Lecture "Proclaimers" Column Group special experts
Related Q&A: Bank Marketing Case Short StoryBank Marketing Case Short Story
Article 1: Bank Marketing Case Short Story
Bank marketing case short story example 1: mba marketing case short story 1, two small stores selling porridge
There are two small stores selling porridge. The left and the right side of the daily customers are similar, are endless stream, people in and out. However, at the end of the night, the one on the left always has a hundred or ten dollars more than the one on the right, almost every day.
So I walked into the congee store on the right. The service lady greeted me with a smile and gave me a bowl of congee. I was asked: "Do you want to add eggs? I said, "I don't want to add eggs. I said add. So she added an egg for me.
Every time a customer comes in, the waitress has to ask: ? Do you want an egg? There was also a roughly 50/50 split between those who said add and those who said no.
I approached the small store on the left again. The service lady welcomed me in with the same smile and served me a bowl of congee. Asked me: ? Add one egg, or add two eggs?? I smiled and said: ? Add one.?
Another customer came in and the waitress asked again: ? Add one egg or two eggs? Those who love to eat more ask for two, those who don't ask for one. There are also asked not to add, but very few. Over the course of a day, the store on the left will sell many more eggs than the one on the right.
Marketing revelation:
Leaving room for others, it is more important to strive for their own territory as large as possible. Only then will you win without saying a word. Marketing is not just a matter of method, but more of an understanding of consumer psychology.
2, white geese fall into the net
White geese often gather to the lake, where many white geese often pick the right place to roost.3 It seems that the implementation of such a smile of marketing revelation: marketing revelation: the smile is the world's language that does not need to be translated, which transmits the graciousness, friendliness, pleasure. In fact, Xiao Yang talked with Bai Liang about this situation today, Bai Liang felt excited about being able to secure this relationship with the old president of Huasheng
Related Q&A: What are some classic cases of screaming marketing?Classic Case One
Nickname Bottle Marketing for Coca-Cola
Coca-Cola modified its original packaging based on user characteristics. By taking advantage of the offline physicalization of the social media behavior that the public likes to label, Coca-Cola triggered an enthusiastic response from consumers.
After the user obtains the Coca-Cola nickname bottle, it will continue to spread twice to form a viral marketing effect, viral proliferation coupled with the content of the continued attraction to cater to the public's preferences, which together contributed to the "Coca-Cola nickname bottle" of the fiery brush screen.
Of course, the success of the Coca-Cola Nickname Bottle is partly due to the slow response of its rivals.
Because it capitalized on human nature's weakness for showing off, Coca-Cola's approach of using its cost advantage to give consumers bragging rights and spontaneously drive traffic to its message was a very clever one.
But when nicknames were actually printed on Coke bottles and began to go on sale in large numbers, the previously accumulated advantage of information scarcity was lost. Everyone could have a labeled product. Owning a nickname bottle was no longer something to brag about.
While the "Coca-Cola Nickname Bottle" was a big hit, similar manufacturers did not keep up with the hotspot, and also produced and optimized this idea, making the "Coca-Cola Nickname Bottle" the only one to dominate the market for a long period of time.
Nevertheless, Coca-Cola is to be commended for a landmark success. It produced a phenomenal marketing campaign.
Classic Case 2
The most successful mineral water marketing: selling only half a bottle of water, but sales increased 6 times
Life Water, which sells only half of a bottle of mineral water to its customers for the price of a full bottle, has seen its product become a huge hit, and its sales have actually risen by as much as 6 times.
The reason for this is that LIFE WATER found that after daily meetings, gatherings, chats and other activities, people often drank less than half of the mineral water, and wasted it inadvertently. In one city, the mineral water people throw away every day is equivalent to the drinking water of 800,000 children in water-scarce areas.
LIFE WATER, which has transformed its 45 assembly lines in 15 factories, produces 50 million half-bottles of mineral water every day, which are sold to 70,000 supermarkets and convenience stores. And the other half of the water is sent to areas with severe water shortages and distributed to children who suffer from daily water shortages.
The new LIFE WATER half-bottle has a simple design with photos of children in water-scarce areas so that people will always notice it. Moreover, the new mineral water has a QR code printed on it, so that people can scan it to get more information about children in water-scarce areas.
In an environment where the homogenization of drinking water is extremely serious, LIFE WATER has given water a new value, that is, the value of "caring for water-scarce areas". In this way, in the consumer shopping, not just buy water choice decision, but in the buy water and buy water + love aid on the support.
The so-called marketing is to continue to expand the value of the product itself, continue to sublimate the brand!
Classic case three
In the red sea in the fight, nibbled down 15% market share of the "miracle drug" Baijiahei
1995, "Baijiahei" on the market in only 180 days sales exceeded 160 million yuan in the crowded red sea cold medicine market. In 1995, the sales of "White Plus Black" exceeded 160 million yuan in only 180 days after its launch, which was a miracle in the history of marketing and communication in mainland China, dividing a 15% share of the crowded red sea cold medicine market and taking the position of the second brand in the industry. This phenomenon is known as the "white plus black" shock, in the marketing world has produced a strong impact.
Generally speaking, in a homogenized market, it is difficult to find a "unique selling proposition". "White Plus Black" is a marvelous idea. It may seem simple, just divide the cold medicine into white and black tablets, and put the sedative "paracetamol" in the black tablets, but all the great innovations in the world are in fact "small changes".
White Plus Black hits the nail on the head. Almost all cold and flu patients have a huge pain point, that is, it is difficult not to take medicine, take medicine want to sleep. Either way, they are uncomfortable. An advertisement slogan "White plus black white day to eat white tablets do not doze off, eat black tablets at night to sleep well" directly solves the user's deep pain point. The "White Plus Black" is different from all other cold and flu medicines!
Of course, "White Plus Black" relies too much on advertisements, does not pay attention to terminal construction, and ignores marketing management, resulting in "White Plus Black" in the terminal stores are difficult to see, and there are a lot of accounts receivable, and the poor sales in turn affects the advertisement investment. "White Plus Black" declined rapidly. Cold medicine has become a kind of daily necessity for residents, and most people no longer buy cold medicine through hospital channels, but turn to mass channels.
While it is rare to see "White Plus Black" on the market today, it has left a marketing legacy that countless companies should learn from.
Classic case four
In 2016, Nongfusanquan played a new height of video advertising
In the eyes of the public, video advertising has always been loathed. First, because the content of the ads is very hard to look embarrassed, and second, because the ads are very affecting the viewing experience.
Nongfushanquan launched a video advertisement called One Hundred and Twenty Miles - A Day in the Life of Xiao Shuai in 2016, which focuses on Xiao Shuai, a water quality inspector, who leads the viewers deep into the water source of Wuling Mountain of Nongfushanquan.
Then, Nongfushanquan launched two more advertisements, "One Day's Vacation" and "One Man's Island", which also told the story of Nongfushanquan's employees' love for the job and their own perseverance from the perspective of Nongfushanquan's employees, and it is the perseverance of each and every one of the employees that has achieved Nongfushanquan's twenty years of quality.
After this series of advertisements, the video advertisements that have been criticized have actually been enjoyed many times! There were even people who specifically searched for Nongfushanquan ads to watch online! This spectacle is a classic in the marketing world!
The Nongfushanquan that achieved this spectacle actually used a couple of major killing techniques.
The first is that after a few seconds of the advertisement, there is an option to skip the advertisement by clicking on it. This behavior makes the user feel respected, and the user's goodwill towards the advertisement increases a lot. Even some users with a strong sense of rebellion watched the entire ad instead.
Secondly, the quality of Nongfushanquan's advertisements is very high, and they are very watchable. The ads are not hard-copy ads promoting the product, but rather feature the beautiful scenery of the water source and the stories of the employees.
When the ads are very watchable and have a talking point that makes it easy for users to spread the word, the ads are already a success.