In this paper, we discuss the process management of account managers in the financial industry. We often talk about the unity of knowledge and action. Once we know, action is crucial.

The process management of account manager is very important. Because just like the army, how well you practice as a soldier has to be tested in actual combat. The same is true for account managers, since they have concentrated the top talents of their own units, they should play an important role through the implementation of marketing activities.

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Quantity management

Number of visits. Generally speaking, the main responsibility of an account manager is to go out and market customers, so the number and frequency of his visits to customers are very important.

Beijing has a large area, so it takes half a day to visit a customer casually. So if you arrange it properly, you can visit two customers a day. Then there are 22 working days in a month, once every half day. If you are fully loaded, you can basically visit 44 customers.

But this is a theoretical value. In practice, the company itself has some meetings to attend because it needs to make an appointment in advance to visit customers. It takes time to do desk work in the office, collect customer information, write various evaluation reports, and communicate with the personnel of the product and approval department at headquarters on many approval matters.

In fact, it is very high for account managers to meet and visit customers once a day. Many good account managers only spend 15 times a month.

Customer daily return visit management. It is also one of the main tasks of the account manager. After you have established business relations with customers, you need to pay regular visits to customers to learn about their business changes, collect reports regularly, and sign contracts and agreements. These are all prescribed actions, which can be carried out together with marketing work or independently.

The daily management of visiting customers belongs to the category of risk and compliance management. Generally, there will be clear rules and regulations, and the requirements will be followed. After you come back, you should also enter the corresponding management system as the basis for trace management and due diligence.

Business training. As an account manager, I have to learn many new products and services every year, so training is also an important part of daily behavior management.

Generally divided into online and offline. Online requires that you must take a certain number of online courses and pass the exam before you are qualified.

Offline training requires online registration in advance and online assessment after class, and you can't be late or leave early.

Comprehensive personnel will have special personnel to arrange, count and assess the training of account managers.

Report writing. Account managers need to write a lot of rating, evaluation, credit and other reports for customers every day, which is one of the contents of serving customers. The completion of the report is also an important part of quantitative assessment.

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quality requirements

Whether the number of visiting customers is enough depends on the quality of the visit.

Business progress. The main purpose of intensive customer visits is to establish cooperation with customers and promote business landing. Therefore, going out to visit is a means to realize marketing and create value.

Therefore, in terms of quality, the focus should be on promoting business cooperation with customers. It depends not only on how many customers you visited, but also on the actual results achieved. For example, whether the business negotiation is successful, whether the subsequent promotion is smooth, and whether the company's income can be realized earlier.

Customer structure. Business development must market a large number of new customers every year, so as to maintain the increment and development speed.

Therefore, when visiting customers, we should not only store customers, but also market new customers, depending on the level of visit and the effect achieved.

Technical content. The same is to visit customers, and some talk about business cooperation and new business development with customers; Existing customers only have a general return visit, and the technical content is different. Therefore, the proportion of work nature is an important evaluation standard of work quality.

Increased stock business. Increase existing customer business or increase the proportion of customer business through customer visits.

New customer expansion. Mainly to evaluate the expansion of new customers. The number of expansion, the scale of customers, the products and quantity of business cooperation, and the value that customers can bring regularly.

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carrying capacity

Defamation ability. This is one of the criteria to measure whether an account manager is excellent or not. That is to say, every year, according to policy changes and marketing needs, when making marketing plans at the beginning of the year, new customers who have not established a certain one-dimensional cooperative relationship will be taken as marketing goals, and the goals will be decomposed downwards by each team and distributed to each account manager.

This requires account managers to be able to contact customers through various relationships. Generally, they can find some relationships, but there are differences in the level of meeting customers.

But there are also some customers who really can't find familiar people to contact and can only visit strangers at home. This will test the real efforts of account managers in marketing, whether they can be strangers and achieve results among strangers. This is a watershed of strength.

Customer management. This is also an important ability, in which your influence among customers and whether customers are willing to cooperate with you to do more work are all important indicators.

Familiarity and friendliness between you and your customers from management to handling; Whether the customer is willing to fully cooperate with the products and services you need to promote; Whether the actions required by the customer for your business return visit are in place. This is all about customer management.

An excellent account manager must have a very good relationship with the customers he maintains, and customers will trust him very much, willing to listen to his suggestions in this business field and cooperate with him to do related work well.

The process management of the account manager is very important, and whether the process is good or not is directly related to the landing of the goal and the quality of the result.

Therefore, in order to have a good process, besides the efforts of the account manager, it is also important to manage, organize and promote the work of the account manager. This also poses a higher challenge to the organization and superior management of account managers.

If an organization is competitive, it must be a combination of Qiang Bing. If we have the same desire, good organization and good scheduling, we can integrate powerful marketing forces, win marketing victory and expand the larger market.

When you cross the sea, you show your true colors. May everyone strive to be a trend pioneer, live up to their youth and make new contributions.