Marketing activity summary 1 1. On establishing retail channels and defining the direction of retail work.
First, standardize the workflow and norms in the lobby, and clarify the discipline.
B, sort out the information of basic customers and VIP customers, and establish customer information files.
C. contact the tripartite cooperation broker and the insurance cooperation unit. (Three parties: Guo Xin, Bohai and CDB；; Insurance: Xinhua, Taikang)
D, contact property, neighborhood committees and other community-related departments to expand community channels. (Community: Macquarie, Longdu, Fu Sheng Garden)
E, analysis of retail business indicators, clear retail work direction.
2. About the transformation of the business hall and the gradual progress of the work.
A. Hardware facilities: improve hall facilities, divide service functional areas, improve details and create a business environment. (The entrance to the fast track was forced to close because the cashier was not in place and the machine was not repaired after maintenance. )
B, personnel management: formulate the hall process and work norms, establish the hall rules and regulations and labor discipline, and refine the post responsibilities of all personnel.
C. Assessment mechanism: establish hall-hall linkage, conduct all-staff marketing, and formulate post service standards and marketing assessment indicators. (At the end of June, the time and daily average tasks were assigned to the lobby and tellers, with a completion rate of 95%, of which the lobby was overfulfilled and the tellers completed more than 80%)
D. Customer service: train hall staff to identify customers and provide targeted services. (Make sure that the top 65,438+000 customers of the branch come to visit frequently, so that when you meet the customers, you can know roughly what business the customers want to handle and what business can be marketed to them. )
E. Position marketing: explore the potential needs of customers, realize substantial sales, conduct telemarketing, and conduct targeted marketing for sub-branch customers. (dormant customers of wealth management, dormant customers of savings, single business customers of branches, etc. )
3. Summary of business development
A. wealth management business: the sales in the first quarter were RMB 610.96 million, and the sales in the second quarter were RMB10.5310.3 million, an increase of 2.4 times, which activated some dormant wealth management customers of the branch.
B. Savings business: Since the launch of the activity on May 65+June, 438, the amount of customers who have participated in the activity is 10 159400 yuan, which has activated some dormant customers of the branch. (Breakthrough in insurance business and slight growth in fund business)
C. Ten thousand people plan: the business is zero, and 429 households will be added by the end of the second quarter.
D. Promotion of old customers: business is zero, and 14 18 households were added at the end of the second quarter.
E.VIP service: establish contact with VIP customers and carry out VIP feedback activities. (June 1 parent-child activities, Dragon Boat Festival feedback activities)
4. Sub-branch demand and demand for sub-branch support:
A, the hardware facilities of branches are backward, the business area is small, and the facilities are outdated, which is weaker than the comprehensive competitiveness of banks in the same street.
B. The lobby of the branch is understaffed. Cash teller, lobby assistant, VIP wealth management, and 58 tellers all have different degrees of vacancies. At this stage, newcomers account for more than 50% of the hall, which has affected the further promotion of our business.
C. The slow application for goods and customer information affects the further promotion of business. (Application for envelopes, paper cups and other items, customer asset information of sub-branches, application for maintenance of old equipment of sub-branches)
After a year and a half of hard work and struggle, as a marketer engaged in credit card marketing in Guangfa Bank for nearly a year, I always think that all marketing products should have the following qualities: sensitive response ability, knowing how to guess the psychological changes of customers, understanding and interpreting products, language expression ability and good psychological quality.
After a year and a half of hard work and struggle, there are joys, sorrows, laughter, tears, successes and failures in this year's marketing work. However, in a very short time, I deeply realized that no matter what I do, I should have full confidence in myself.
In addition to having enough confidence and experience in yourself, it is more important to have your own mentality. I am a marketer and have just been promoted to the head of a small team. I feel honored to have just been promoted, but invisible pressure is coming at me, but appropriate pressure can give me motivation. I also want to share it with you here. I believe many colleagues who work in the company also have unique opinions. Learn from others, apply what you have learned, and open up a world for yourself!
Lesson 1: Have confidence in yourself.
When I first started my marketing work, I hesitated when I wanted to visit my customers, and I was afraid to enter the door. I finally got up the courage to enter the door, but I was too nervous to know what to say. At the beginning of introducing the product, the customer sent it away in a few words. Repeated visits failed, and I began to make excuses and complain for myself. But I never realized that while making excuses for myself, I had become quite negative. Negative emotions have a great influence on my work. Later, the leader knew about it and talked to me a lot. He told me: "A qualified salesman must first have full confidence. Only when he has full confidence in himself can he eliminate the fear of facing customers, give himself a clear idea and introduce products to customers through fluent language. " These words are deeply engraved in my mind. Whenever I feel depressed, I secretly cheer myself up. I firmly believe that as long as you have confidence in yourself and your products, you have already achieved half the success.
Lesson 2: Set yourself a goal that can be achieved at different times.
Everyone should arrange their work reasonably every day, with a plan and purpose. In order to avoid blindness, it can be said that there is no direction. This kind of situation often gets twice the result with half the effort, not worth the loss. Now, as a new marketing team leader, I have to lead the team members besides myself. Since you have led a small team, you must have a careful work plan, reasonable time arrangement, adequate personnel deployment, good team spirit and so on. Set a goal for yourself and your team members!
Lesson 3: gain the trust of customers in an instant
When marketing products, make friends with customers, so that customers have a good impression and trust in themselves. What you say when you meet a customer for the first time is very important, and a good opening speech is often half the battle. Of course, gaining customers' goodwill and trust in an instant is not only reflected in the first meeting, but customers may be cold to marketers for a long time in the conversation, but some changes in details may win customers' hearts.
Lesson 4: Learn new knowledge in marketing failure.
As the saying goes, "failure is the mother of success"! In the process of marketing, many times you will meet all kinds of customers. Maybe you are lucky to meet easy-going customers, but there are also unlucky days when customers are particularly difficult to catch you. Don't be discouraged after so many failures. We should find the reason from the root of the matter, why it failed, whether the professional knowledge is not in place or the marketing skills are not as good as others. I hope we won't make the same mistake often next time.
The above points are some of my experiences from the position of marketing personnel to the position of marketing team leader. If we can do it: "Grasp the present, learn from the past and start to create the future. Imagine a bright future, make a practical plan and do something today to realize it. Clear your goals and explore ways to make your work and life more meaningful, and you will be happier and more successful!
Chapter III Summary of Marketing Activities In order to further promote the popularization of banking financial knowledge, improve the public's financial quality and safety awareness, and safeguard the legitimate rights and interests of financial consumers, according to the requirements of the Notice on Printing and Distributing forwarded by XX Banking Association to BOC Association, the Bank organized a publicity campaign with the theme of "Publicity Month of Interest Rate Marketization and Deposit Insurance System" within its jurisdiction from June 1 20xx to June 30. The summary report on these activities is as follows:
First, set up an activity leading group to ensure the smooth development of the activity.
In order to ensure a reasonable division of labor, orderly organization and proper measures for the publicity activities, our branch attached great importance to the spirit of the document "Financial Knowledge Enters Thousands of Households" and set up a leading group for the publicity activities, with XXX, the president of the branch, as the leader and XXX as the deputy leader. And the main leaders of all departments and offices are members of the leading group, and a leading group office is established, which is subordinate to the Compliance Department and is responsible for formulating and implementing the publicity plan and organizing and coordinating all departments and offices. In order to ensure that the publicity activities are carried out in an orderly manner, the branch has formulated and issued a publicity activity plan, requiring all branches to make full use of various publicity means, expand the coverage of activities and popularize financial knowledge.
Second, fully prepare publicity materials to ensure that publicity is implemented.
June is "Publicity Month of Interest Rate Marketization and Deposit Insurance System". In order to ensure that all measures of publicity activities are put in place, our branch has made careful preparations for publicity activities, distributed publicity banners, posters and leaflets to all business outlets, and required all outlets to put all publicity materials in place at the first time, opened up publicity areas to hang publicity banners, put up publicity posters and display brochures, and broadcast this month's publicity slogans through LED display screens, such as: deposit insurance makes life better; Voluntary deposit, free withdrawal, interest-bearing deposit, deposit guarantee, etc. In addition, the branch popularized the knowledge of interest rate marketization and deposit insurance system to consumers through SMS platform and Weibo information platform.
Third, network synchronization to ensure comprehensive coverage of publicity.
Fuzhou Branch takes the branch outlets within its jurisdiction as propaganda positions, plays relevant propaganda slogans through the LED demonstration screens of business outlets, sets up propaganda points at business outlets, puts up propaganda racks and posts propaganda posters, so that customers can feel the propaganda atmosphere of "Interest Rate Marketization and Deposit Insurance System Publicity Month"; By putting leaflets on the counter, customers can read relevant publicity materials at the first time when they are handling business or waiting for business, so as to ensure that interest rate marketization and deposit insurance system bring to the public, and let financial consumers know the connotation of interest rate marketization and the protection of deposit insurance system to financial consumers at the first time.
XX Sub-branch also went deep into XX village to publicize the interest rate marketization and deposit insurance system to the villagers, and took the launching ceremony of the promotion meeting of famous building materials in XX city as an opportunity to distribute publicity materials to the participants, publicize the interest rate marketization and deposit insurance system among building materials manufacturers, distributors and building materials market managers, continuously popularize financial knowledge to the public, and enhance the public's concern for the protection of financial consumers' rights and interests.
Fourth, sum up experience and establish a long-term mechanism
After the publicity activities, all branches of the bank timely summarize, evaluate the scale and effect of publicity, and estimate the quantity of publicity materials according to the publicity situation, so as to choose a more suitable publicity time and place for the next publicity theme and adopt more effective publicity methods and means. From June 1 day to June 30th, all XX branches of XX Branch participated in this activity of popularizing financial knowledge, * * * carried out publicity activities for XX times, with XX employees, and * * * sent about 1000 copies of publicity materials, with a direct audience of more than XX, and the audience of publicity platforms such as SMS and Weibo Information reached more than XX, achieving the expected publicity effect. Our branch will carry out consumer education and service activities in its daily business activities, safeguard the legitimate rights and interests of consumers, and let consumers really benefit from participating in financial publicity activities.
Marketing activity summary 4 has been in the company for almost two years. I not only learned a lot of mobile phone knowledge and sales skills, but also accumulated some sales experience. In order to make progress with you, I have sorted out some of my sales practices as follows:
Peter, a world-class management master. Drucker once said that "the purpose of enterprise establishment is to create customers and retain customers." What can create customers? Is sales. The secret of retaining customers is service. A good beginning is half the battle. Sales begin with customer contact. Most customers come into the store because of advertisements. The sales staff in many stores did not fulfill their sales obligations, but only played an obligation to understand and speak. However, excellent salespeople should be good at building bridges with customers with smiles.
The technique of opening remarks
Good opening remarks can promote customers' billing. After the customer enters the store, the salesperson is the spokesperson of all departments in the whole business hall. In order to reach a successful transaction, the salesperson should master the skills of opening remarks. The opening remarks need to be direct and get to the point quickly.
The first skill in opening is to promote "new" products or functions. Customers will be curious about new products and have a strong desire to listen. Salespeople should constantly express "new" products in the store, present all the expressed things, enjoy them with customers, and promote customers' cognition of new products. Salespeople can imagine for customers and help customers imagine the appearance and internal functions they need. This is very helpful for billing.
Create a hot-selling atmosphere
Creating a hot-selling atmosphere is because everyone is lively and curious about hot sales, which is a good sales opportunity, so salespeople need to create a hot-selling atmosphere appropriately. How to create a hot-selling atmosphere? In addition to the customers you receive, sales should also make good use of customers who are taking photos, videos and billing to create topics, and realize a lively atmosphere through your language expression. For example, this price is the lowest in the county, the quality is very stable, how many people order it every day, and the feedback is very good. Many people bring friends to buy it after buying it, and so on. A good beginning is half the battle, and well-prepared opening remarks can successfully promote more sales.
Thought determines action.
Excellent salespeople should be good at discovering the advantages of their own shops and the benefits they will bring to customers. Unsuccessful salespeople often find the shortcomings of their own shops to comfort themselves and allow themselves to fail constantly. Every customer who enters the store is a potential customer of the salesperson, and it is possible to clinch a deal. Statistics show that every consumer has consumption potential. If the customer's budget is 1000 yuan to buy a mobile phone, when his consumption potential is stimulated, he may end up spending more 1500 yuan. If the sales staff can seize the opportunity, it is entirely possible to develop the consumption potential of customers and buy some accessories outside the normal sales, which will inevitably generate additional profits.
Take advantage of human weakness
Most people want to earn more and spend less, some people like to be different and so on. Smart salespeople should learn to use human weakness to promote sales. Paranoia is manifested in the hope of spending the same money to earn more benefits. Such customers can be seen everywhere in sales work, and gifts can well satisfy this customer's mentality of earning more. But before giving gifts, some people must know what kind of gifts customers like, otherwise customers will often ask for a lot. Salespeople should grasp a scale. Although the price of gifts is not necessarily high, customers are reluctant to spend more money on them. This is the charm of gifts. People's weakness will think that getting gifts is "don't get them for nothing", and getting gifts means earning more. At the same time, we should try our best to embody the sense of value of gifts.
The mentality of spending less and paying more corresponds, and spending less is also a weakness of human nature. Using promotion, discount and free can make customers spend less money, thus greatly stimulating their consumption desire.
Learn to ask questions
Try asking simple questions first. In the general sales process, price is the most difficult problem, and it is also one of the keys to invoicing. Salespeople must start by asking simple questions and leave the price inquiry to the end. When the customer fully recognizes all the value of this mobile phone, it will reduce a lot of resistance to talk about the price. Asking the customer's budget too early is also easy to make the customer feel resistant. The budget you ask is often untrue.
Store staff should learn to judge customers' spending power in communication and then design budgets for customers. If customers get involved in the price as early as possible, the clerk can use the words "Never mind, the price will definitely satisfy you". Let's see if you like this phone first. I don't like it. I won't buy it no matter how cheap it is, will I? "Then continue to talk about products or communicate with customers to stimulate customers' desire to buy. If the customer asks the price just after entering the door, at this time, the customer's desire to buy is not enough, just referring to the sales volume of each store, the price is difficult to satisfy the customer. When we meet such customers, we can fully grasp them and let our services keep them, instead of talking about the price in a big way, so it is easy to lose trading opportunities.
The "third party" is both resistance and help.
Many salespeople are very worried about the company of customers. If we ignore the existence of this "third party", it will be difficult to close the deal. Salespeople should make good use of this "third party" and care about it appropriately. Let "he" and "she" recognize your attitude first, knowing that there is no difference between them, and they get the same attention and care.
Fourth, help customers make decisions.
In the end, the mentality of the store is very important. To achieve successful sales, attitude is more important than skill. Don't be afraid of rejection. Rejection is normal. When customers are hesitant, the clerk should remember not to lose patience. It is a good skill to help customers make decisions.
There is an alternative rule in the sales law, and the salesperson can set the price for the customer, let the customer decide whether 1 or 2, and appropriately force the customer to make a decision from 1 or 2.
Limited or limited time is a common way in the sales industry. When the door-to-door salesperson tells the customer clearly and sincerely, it will increase the sales of the customer in time and limited amount. The sense of urgency makes it clear to the customer that if he doesn't buy now, he will miss an excellent opportunity. Salespeople should remember, don't let customers go easily, customers may not be your customers when they leave this door. In the process of negotiation, give customers strong pressure. Now (today) is the best opportunity
Price reduction is not everything.
Salespeople need to know clearly that no matter how you reduce the price, customers will always think that you are making money instead of losing money. No matter how much you emphasize discount, special price and no profit, customers will never believe this is true. When customers base their final decision on price, no store can control all customers through price.
Common customer objections are "too expensive", "unaffordable" and "over budget". In view of these price objections, store staff should really understand the reasons of customers. There is a wrong way for ordinary customers to ask "too expensive": "It's still too expensive", "We have the lowest price" and "How much do you pay for it". This seems to imply that customers are too expensive to buy. If you want to bargain, please go away, don't waste time or be non-negotiable. These are all false statements. It is easy for customers to have the idea that the quality is not guaranteed. The correct answer should be: "Yes, as long as I explain to you why we are expensive, in fact, we are very expensive, and then we will see which grade of store your price compares with." Through this answer, store employees can repackage the products and services of the business hall, enhance the value of their stores and stimulate customers' decision-making.
In addition, sales staff can also take the opportunity to tell stories about customers choosing us, so as to guide customers and achieve the goal of success. It can tell the troubles caused by others blindly choosing low-priced mobile phones, remind customers of the importance of quality and service when buying mobile phones again, and let customers motivate themselves. Coupled with the pressure of silence, I have to speak again at this time. Everything is redundant. Smiling at customers and letting them answer can effectively solve the problem of "too expensive".
Based on the above problems, the store can judge the customer's income level by observing the customer's speech, dress and occupation type, and judge whether what he said is an excuse or a fact, and then handle it flexibly.
It's not easy to get to the point if you talk too much. Generally speaking, you should study more and combine theory with practice. Come on!