In the process of network counseling, every network that Teacher Liu counsels should hold a financial salon. Moreover, the financial salon held this week is not a product briefing for so-called insurance companies and fund companies. On the basis of tradition, there should be three major changes in the financial salon requested by Mr. Liu: First, the purpose of holding a financial salon is not to market customers, but to close the distance with customers and build a communication platform so that banks can understand customers and customers can understand banks; Second, the financial salon is not a product recommendation meeting. The original intention of the salon is to make customers gain something, feel happy and want to come again. Therefore, the outlets that Mr. Liu has coached are often held in a non-financial and financial way, rather than a simple product introduction meeting; Third, the holding of the financial salon is not a matter for one person, nor for insurance companies or fund companies, but for the whole network. In the process of counseling, Mr. Liu requires that all the presiding, lecturing, topic selection, planning and customer invitation should be borne by the employees themselves. First, it can give employees a platform to exercise and show themselves; The second is to make customers feel more belonging.
Changes that conform to the above three kinds of thinking and concepts really make many people have a headache. Indeed, the president will think, what's the point of spending a lot of manpower, material resources, financial resources and energy? Undeniably, enterprises that are not for profit, as soldiers who don't want to be generals, are not good soldiers. However, I want to say that the two do not conflict, but stand from different angles. If a manager, from a strategic point of view, he will think that the holding of financial salons is indeed multifaceted and worth holding, marketing will become easier and the reputation of banks will become better and better. Because let customers benefit, let yourself benefit, customers are happy, banks are also happy, and truly achieve a win-win situation. If managers look at rationality from a tactical perspective,
Financial salons, when there is no output, they will appear anxious and eager for quick success, and he will question the holding of financial salon activities. Because he only saw the immediate gains and losses, but never thought about the intangible wealth such as customer experience, customer feelings, customer understanding of products, and word-of-mouth effect in the later period. Aside from the strategic and tactical theory, in fact, from the perspective of network management of network leaders, the holding of financial salons can not give managers some inspiration. Today, Mr. Liu stood on the level of network management and talked about the necessity of holding a financial salon.
First of all, the financial salon is a big "physical examination" for the operation and management of outlets. Why is it a physical examination? Listen to teacher Liu slowly from the following four aspects.
First, the financial salon is a good opportunity to test the daily network personnel's achievements in maintaining customers and reflect customers' network viscosity.
Very direct performance, if the customer maintenance is not in place, or the customer viscosity is not enough, it is really difficult for employees to invite customers in a short time within one week of the on-site counseling. If this team doesn't contact and maintain customers at ordinary times, then "customers" obviously become the biggest problem when this outlet holds activities. In this case, the person in charge of the network can reflect on whether the network has been further improved and optimized in terms of customer maintenance, maintenance methods and marketing team management.
Case: In a certain branch in a province, the account manager usually hides in the background to handle business, and the position of account manager in the branch is useless. On the one hand, the physical layout is limited, resulting in no separate office area for account managers. On the other hand, the account manager himself has no awareness of customer maintenance and management, and always feels more secure in the background, so the role from teller to customer marketing is difficult to change for a while. In the third aspect, the person in charge of the network is too extensive and not detailed.
Process management. The person in charge of the network usually only arranges tasks, and most of the marketing tasks of the network are maintained and expanded by the person in charge of the network. The person in charge of the network has not changed his management thinking to be a manager and mentor. For example, the person in charge of the network has never given detailed guidance and guidance to the account manager in terms of goal decomposition, method guidance, and role change mentality. Don't ask the details of the account manager without a special office and network management. The number of vip customers in this network system is about 1300. Due to the neglect of customer maintenance at ordinary times, all outlets invited seven customers to be present. These customer groups are not consistent with the original theme, and two of them are invited by the account manager to act as numbers. It can be seen that the whole network is completely unconscious about the maintenance of existing customers, and there is no maintenance method. 1300 customers, there are no loyal customers with high viscosity of 10.
Contrary to the above case, there are other outlets that can invite more than 30 customers to the site every time. No matter for private high-end customers or public business owners, invite as many as you want. The deposit scale of these outlets will not be bad, and the daily average is also very good. It is enough to prove that if the process is done well, the result will not be bad.
Through the invitation of financial salon to customers, we can clearly see the maintenance efforts of outlets to customers and the viscosity of customers to outlets. For the outlets that customers usually carefully maintain, don't worry that the financial salon can't hire people, and don't worry that you can't get deposits. Customer maintenance also requires our down-to-earth intentions, heartfelt feelings, meticulous efforts and meticulous maintenance. Second, check the team members' in-depth understanding of customers.
60% of the success of Outlet Financial Salon often lies in the accurate invitation to customers. Know yourself and yourself. The more you know about your customers, the more entry points for marketing. correct
The more thoroughly customers know, the easier it is to have a * * * sound with customers and gain their goodwill and trust. If team members don't know enough about customer maintenance, they can't accurately screen out the right customers to participate in the right activities. For example, the financial section of the theme salon activities wants to promote the fund. Usually, maintainers don't maintain customers of different levels and groups, and they don't know the investment preferences of customers. Faced with a huge customer base, it is difficult to screen out suitable customers. In this case, it can be explained that the customer's maintenance is superficial and not deep enough. Employees' skills in collecting, summarizing, refining and formulating targeted marketing of customer information need to be further improved.
Case 1: A bank outlet designed a salon with the theme of "My car is my master" for the purpose of recommending millions. The non-financial sector shared the travel plan recommended by the car weekend travel route, and invited all the car owners, all aged between 25 and 45. By recommending tourist routes, then conveniently recommending tourist product packages, arranging promotional gifts on the spot, awarding prizes on the spot, and expressing the experience of buying insurance on the spot, the audience 13 customers each bought one million yuan. There are many factors contributing to the success of this financial salon, one of which is the accurate invitation to customers. Therefore, the financial salon has also tested the in-depth maintenance of customers and the mastery of customer preferences from the side. Really understand customers, do what you want to do, and sell the right products to the right customers at the right time, so as to achieve a real win-win situation.
Case 2: In a branch in Hangzhou, the account manager accurately understands the customer's needs, grasps the exact needs of some customers for funds, and directly invites well-known fund managers to make fund diagnosis meetings after understanding the local people's pragmatic and time-sensitive preferences. The customer had a free investment and financial management class and was very satisfied.
Case two, the non-financial section held by the financial salon is actually about finance. it
In the form of welfare, provide customers with the form they want. Personally, it is not impossible to hold a financial salon directly for the purpose of product recommendation. But the premise is that you know enough about customers' needs and can accurately screen out customers who need products. You can master the needs of customers in life, investment, financial management and other aspects, and we can flexibly meet the needs of customers. Third, test the cohesion of the team, including teamwork, organizational ability, team activity planning ability, team honor and so on.
If a team's cooperation and cohesion are not strong, holding a financial salon will undoubtedly expose some defects of this team.
Case: In a bank in Zhejiang, the person in charge of the outlet lost confidence in the team, and the management was in a mess. Network employees are used to going their own way and rarely communicate and cooperate. On the day when the financial salon was held, after the customers arrived, no one poured water, and no one communicated and received the customers. Let customers not feel the greetings and warmth of the team. After the financial salon, Mr. Liu played a performance video of the employees of a financial salon in a bank in Suzhou, which made everyone feel the team spirit, execution and strong sense of ownership of the employees of a bank in Suzhou. What used to be natural in other banks seems so far away in this bank. Why? There are three fundamental reasons: first, the responsible management attitude of outlets is too negative; Second, the outlets are not supported by corporate culture and team culture; Third, there is little communication between employees and their feelings are indifferent.
Well-managed outlets, if employees are not cooperative enough at ordinary times, can draw the distance between employees through financial salon activities, enhance feelings, and enhance team honor and team combat capability.
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