Course background:

The era of business growth brought by customer growth alone has passed. The activation of existing customers, the deepening of high-end customer value, and the marketing of hall activities attract customers to visit and improve customer loyalty and contribution. "lobby winning", "lobby winning" and "position marketing" have become the magic weapon for banks to win. Hall marketing is an important source to improve the efficiency of outlets.

Lobby customers have huge business space, and it is the business of all lobby staff to actively open their mouths to market customers. Once the opportunity is opened, the probability of closing the deal will flow out like water that can't be turned off in the faucet. Use different hall marketing strategies in different periods, so that the hall marketing performance floats red all year round.

?

Course advantages:

● Understand the significance of bank lobby marketing.

● Learn the tools and methods of hall marketing to improve the comprehensive marketing ability.

● Grasp the focus of stock and incremental customer telemarketing.

● Learn to handle customer objections.

● Master the marketing methods of hall activities.

?

Course time: 1 day, 6 hours/day.

Course target: lobby managers, account managers and related marketers.

Course mode: topic lecture+case analysis+interactive question and answer+scenario simulation+tools.

?

course syllabus

The first lecture: the significance of bank lobby marketing

First, the current situation and trend of commercial banks' operation

Second, the development prospects of commercial banks

1. Internet cloud data-driven banks

2. Mobile client-driven banks

3. Refinement of products makes banks more professional.

Thirdly, it reveals the significance of hall marketing.

1. The significance of hall marketing

2. Internal and external linkage to stabilize the marketing position.

3. Linkage requirements for each post: high cabinet teller, lobby manager, backstage staff, management personnel and account manager.

The second lecture: strategies to improve marketing skills

First, efficiently tap customer needs.

1. Successfully tapped customers.

2. Target customer identification

3. The personal rule of customer identification: customer tracking frequency record.

4. "Look, smell and ask" to grasp the pulse of customer demand

Case: Description of successful identification of lobby customers

Second, superb product marketing ability.

1. Product sales principles

2. Common marketing skills

1) market segmentation: region, assets, occupation, etc.

2) Seven opening skills: focus on new products, project packages, technical terms, product uniqueness, practical benefits and hot-selling concepts.

Exercise: open exercise

3. Clever promotion of spring breeze and rain: substitution method, hypothesis method, guidance method, guidance method, etc.

Third, use tools to improve performance

1.SWOT sales method

2. Clever use of network tools for marketing.

3. Concluding remarks on anti-marketing FABE products

1)F Features: What is it?

2)A Advantages: Comparison

3)B benefits: benefits to customers.

4)E evidence: proof of advantages and benefits.

Interactive learning: summarize the words according to the product indicators given by the teacher.

Fourth, strengthen the product marketing of friends circle.

1. WeChat image is the basis of product promotion.

2. Posting skills to prevent being blocked

3. Friends circle "friendship" maintenance rules

4. The sales method of WeChat WeChat official account and personal account "Double Sword Combination"

5. Handle customer's objections to product recommendation.

Discussion: Common objections in the sales process

Six, based on the customer's psychology, three main reasons for raising objections.

1.？ Customer objections usually convey mixed messages.

2.？ Three Factors of Customer Objection

1) emotion

2) facts

3) Cognition

Seven, the three principles of handling objections

1.？ Dealing with emotions comes before dealing with things.

2.？ Let customers see more complete facts.

3.？ Guide customers to adjust their cognition.

Eight, the method of handling objections

Handling 1: Cold handling, changing the subject and avoiding positive reply.

Treatment method 2: give the customer a vaccination first to prevent problems before they happen.

Solution 3: Answer the customer's questions directly.

Case: Based on the product objection table of fixed investment, insurance, credit card/wealth management, etc.

?

Lecture 3: Customer Operation and Management?

First, the four channels of customer acquisition

1. outlets naturally have customers.

2. The regional development of outlets has won customers.

3. Recommend existing customers to get customers.

4. Get the cooperation channels of customers

Second, the stock customer system management strategy

1. Business priorities and promotion strategies of five types of customers.

2. Acquisition strategy of characteristic customer base

3. Four preparations for the revitalization and promotion of existing customers

Third, the stock of customer telemarketing

1. Maintenance methods for inventory customers

2. Six kinds of common telemarketing

3. Strategies before, during and after selling electricity

Interactive practice

Fourth, manage the value return of each customer.

1. Prevent customer churn

2. Maintain customer loyalty

3. Increase the viscosity of customers

4. Customer recommendation management

Lecture 4: Organizing marketing activities in the lobby.

Marketing rhythm in one or four quarters

1. Trading season in the first quarter: a good start.

2. The second season: let the off-season not fade.

3. The third quarter experience season: event experience marketing.

4. Promotion season in the fourth quarter: outlets attract gold and performance sprints.

Second, the characteristic customer base marketing activities

1. Marketing activities for elderly customers

2. Parent-child customer group marketing activities

3. Car owner marketing activities

4. Marketing activities of commercial customers

5. College students' marketing activities

Case: Parent-child activities close the distance between outlets and customers.

Third, the theme activity marketing

Case: Dragon Boat Festival, World Reading Day, Father's Day.

Live PK Competition: What creative theme marketing activities do you have?

Course review