Model essay on bank marketing experience summary 1
First of all, the importance of the existence of banks
The full implementation of the three-party depository business of securities funds provides a benefit-driven for banks to accept securities companies to set up account-opening consultation counters at their outlets. Now the branches of major banks are widely distributed, and the reputation of banks in the eyes of ordinary people is no less than that of government agencies. In view of this, I think more energy should be spent on bank outlets. In order to seize the same bank outlet, there have been related reports in the media about the fight between securities marketers. The fierce competition of bank outlets can be seen, and the importance of bank outlets is self-evident.
Second, the bank's customer source stagnation point
1. First of all, bank employees are our ready-made customers. Their income is stable, their social relations are complex, and their family members are mainly high-income groups. They have a strong desire to enter the securities market. Through our timely guidance, it is natural to open a securities account to participate in stock trading. For bank employees who have already opened securities accounts, we only need to persuade them to change accounts or re-open accounts with the ID cards of their immediate family members through emotional marketing.
2. The most frequent people who go to the bank to handle business every day are the financial personnel of various enterprises, and some people have to travel between the bank and the unit two or three times a day. Like bank employees, they have professional financial knowledge and certain economic strength, and they are all target customers of securities marketing business, and some are even old investors. These financial personnel are closely related to colleagues in various departments of the system and have certain appeal and influence. Through the bridge function of these enterprise financial personnel, the marketing tentacles can be extended to all enterprises that have business dealings with banks, and the potential customers can be promoted to a new height.
3. When the stock market skyrocketed, the emergence of the money-making effect made new customers flock, but in
In the stock market decline, every relay of decline will lead to the admission of new customers who are bargain-hunting outside the market. Therefore, no matter whether the stock market is hot or low, there are customers who open accounts in banks. As long as we are patient and don't leave our jobs easily, these customers will have opportunities for development.
Three. Precautionary measures at bank stations
1, overcoming shyness
Open your mouth. It is a common phenomenon that college students who have just left school are ashamed to speak. For the marketing staff stationed in the bank, they should first dare to speak out, actively communicate with customers, narrow the distance with customers, collect effective information from customers and achieve initial marketing.
2. Subdivide the target customer base
In the face of different customer groups, it is necessary to segment customers instead of "one size fits all". Introduce different products and different investment methods to different customer groups according to different information provided by customers. For example, for young people aged 20-35, because they have a more active adventurous spirit, are insensitive to risks and have great development potential, they can be introduced to growth stocks, so that their wealth can increase rapidly in the investment process. For middle-aged people aged 35-50, because they have accumulated considerable wealth in the process of working and starting a business, we need to focus on tapping these customer resources, regard them as our key target customers, recommend value stocks for them, encourage them to invest for a long time, so as to preserve and increase their assets in the investment process, thereby increasing their capital investment in the securities market. As for middle-aged and elderly people over 50 years old, we should recommend funds and stable stocks to them to reduce risks.
3. Assist the bank lobby manager to guide customers to handle banking business.
Become an assistant to the lobby manager. How to deal with the relationship with the bank lobby manager is of great significance. Because lobby managers have the widest customer base in the whole banking system, they are all in contact with front-line customers. It can be said that the lobby manager will appear where the customer needs it. However, in some busy hours, the bank has too many customers to handle business, which makes the lobby manager unable to cope. As a resident, he keeps learning about securities and banking, is familiar with various businesses of the bank, and actively assists the lobby manager to handle business for customers, so that the lobby manager has a good impression on you, thus introducing potential customers to you, which is very helpful to expand the source of customers of the company.
4. Have good affinity and communication skills.
In the process of stagnation, we are faced with bank leaders and employees, as well as various customer groups. On the one hand, good affinity and communication skills can let us get close to the bank staff, handle the relationship with the bank staff, and even determine the effectiveness of the stagnation work to a certain extent. On the other hand, it allows us to communicate effectively with customers, so as to better develop customers.
5. Focus on the interests of customers and care about the aspects that customers care about.
In the process of communication and service with customers, we should be steady and steady to reassure customers. Successful marketers pay more attention to details and win more customers with reputation and word of mouth. You can't destroy the original or more customer networks that can be established because of petty profits.
6, stagnant work should be persistent.
In the process of stagnation, the most taboo is to fish for three days and dry the net for two days. In this case, customers who hear the news will be lost to other bank outlets to consult and open an account.
Marketers are often absent, which can not reflect the diversification of their banking business, greatly reducing the bank's business platform, and at the same time causing the gap between the stationed personnel and the bank, which will produce a sense of strangeness over time. As the saying goes, it is easier to open a shop than to keep it. When banks settle in, they keep their word. Everything is difficult at the beginning, so don't rush it. As the bank stay continues,
In-depth marketing business, slow and active resident personnel will be integrated into the specific environment of the bank and find the fun of the bank's resident marketing work.
7. In the process of stagnation, we should actively report to the bank leaders, so that the bank leaders can know the latest situation of stagnation and the related assets of customers, and can take corresponding measures to solve the existing problems, so as to make the stagnation work develop continuously.
8. Win-win cooperation with banks.
As a bank, due to the pressure of performance and three-party depository business, it needs to cooperate with securities companies, and as the main position for securities companies to expand customers, banks are the most important. On the one hand, in the process of cooperation with banks, we can develop effective customer resources, provide customers with quality services, increase the value of customers' investment assets, and increase the company's performance. On the other hand, we can alleviate the pressure of the three-party depository business of banks. The profit of customers in securities means that more funds can be deposited in banks, thus increasing the bank's deposits and increasing the bank's performance, thus making the two mutually beneficial.
9. Combine theory with practice.
Marketing is an important part of our social practice and the comprehensive application of book knowledge in personal learning career. Only by combining the two can its value be realized.
10, constantly learning and summarizing in the process of stagnation.
When you encounter unfamiliar business, you should learn from company employees and bank employees with an open mind to improve your work enthusiasm. For daily work, we should summarize the new situation of the day and analyze the existing problems and deficiencies. So as to improve the effectiveness of the stagnation point, improve their comprehensive ability and create good economic benefits for the company.
Fourth, customer maintenance and training.
For the maintenance of existing customers, we must adhere to the principle that customers are God.
It is very important to try to be perfect. The purpose of doing this is not limited to brand building at the company level, but also to meet the basic requirements of securities trading. Personally, it is also the embodiment of a marketer's professional ethics and subsequent development ability, because the ultimate goal of marketing work is to let your customers bring (introduce) new customers to you.
To cultivate existing customers, the most basic thing is to use securities trading software correctly and popularize securities knowledge. At the same time, we should constantly instill the risk awareness of the securities market into customers. The shrinking of customer assets represents the shrinking of transaction volume. Only by making every effort to develop potential customers into existing customers and cultivate existing customers into high-quality customers can we effectively maintain and increase the value of customer assets. Achieving this win-win situation is our common goal with our customers.
Bank marketing experience summary model essay II
In today's increasingly fierce competition in the banking market, in order to achieve better development, we must change the concept of "equality", change passivity into initiative and carry out door-to-door marketing. In this process, I left many intriguing memories and gained many unforgettable experiences.
First, we should have professional business knowledge. Door-to-door marketing mode requires our marketing staff to have good professional knowledge, answer questions for customers, and know everything from the loan access conditions, the provision of information and the recommendation of loan products in order to meet the needs of customers.
Second, we must have full self-confidence and gain the trust of customers. A qualified salesman must first have full confidence. Only when he is confident in himself can he introduce his products to customers in fluent language. When selling products, we should make friends with customers. The first time you meet a client, your words are very important. A good opening speech is often half the battle, and some changes in details may win the hearts of customers.
Third, we should learn new knowledge in marketing failure. As the saying goes, "failure is the mother of success". In the marketing process, we often meet all kinds of customers, so don't be discouraged even if we fail. Find the reason from the root of the matter: why did it fail? Is the professional knowledge not in place? Or marketing skills are not as good as people? Avoid making the same mistake next time.
The above points are some of my experience in marketing. I believe that if you pay, you will gain, and if you persist, you will win. Only by making unremitting efforts, grasping the present, learning from the past, creating the future, making feasible plans and defining goals can Fuquan Rural Commercial Bank make tomorrow more brilliant.
Bank marketing experience summary model essay 3
Pay attention to marketing methods and strategies ―― Reflections on how to improve marketing ability With the deepening of global economic integration, the competition in the financial industry is particularly fierce. The strength of marketing ability is directly related to the success or failure and development of a bank. The author thinks that the key in the marketing process is to integrate resource allocation, refine customer categories, pay attention to marketing methods and strategies.
First, integrate resource allocation. How to fully tap the potential under the existing human and hardware resources?
1, choose the right person and use good people. Enrich a group of people who really want to be officers, capable officers and capable officers into the marketing team of account managers. Ask people in the marketing team who don't want to do things or can't do them. Performance is the measure. Really set people by posts, set responsibilities by people, suit people to their needs, do their best, highlight performance orientation, and give full play to personal potential. 2. Focus on building a whole staff marketing system. Strengthen the marketing concept education of all employees. Create a new marketing culture atmosphere of "everyone participates in marketing and everyone actively markets". Marketing is not only the work of bank executives and account managers, it is necessary to make the marketing concept become the knowledge of all employees, cultivate the marketing awareness of all employees, and turn it into the conscious action of each employee. Ensure smooth up and down, coordinate left and right, and form a three-dimensional marketing network.
3. Make relevant study and training plans. Efforts are made to improve the professional quality and marketing skills of marketers, and the sub-branch arranges an afternoon for business training and on-site demonstration every week, so that they can master emerging businesses and better carry out marketing work.
4. Give full play to the marketing function of each outlet. All outlets can make use of their own advantages to expand their influence by hanging banners, distributing publicity materials and actively participating in the civilization creation activities of the whole bank and local governments. Every festival can hold activities, send some small souvenirs to customers and attract customers.
5. Network organizations are integrated into community activities. Residents around outlets are often important and stable customers of branches. Participating in community activities can enhance the reputation of outlets and launch our new products in time. Pen pals think this is an important measure to at least let people around know that there is such a network.
Second, refine customer categories. Different customers have different needs, and differentiated marketing is aimed at different levels of customers.
1, establish customer files, invite high-quality customers to discuss, and give full play to the role of point-to-point and area. Establish customer relationship management account, collect, accumulate, analyze and sort out customer information, establish customer information data warehouse, analyze and evaluate the value, contribution, cost and benefit of customer resource information in time, and provide decision-making reference for market development and business marketing. 2. Establish a long-term target customer research team. Using the mechanism of customer asset management and value analysis and evaluation, several units are selected as marketing targets every month. After analyzing the feasibility of each customer, the key and difficult points of marketing are found out, flexible marketing methods are adopted for different customers, key account managers and leaders of branches in charge are determined, and one-on-one marketing schemes are formulated, and then close cooperation is made with relevant departments.
Third, pay attention to marketing methods. * * * Enjoy customer resources and strengthen joint marketing. This is an important way for departments to cooperate with each other and obtain information.
1. In the marketing process, fully integrate the resources of the company and individual customers, strengthen the cooperation between the personal financial business and the corporate business department, give full play to the overall resource advantages and marketing functions, fully tap and discover individual high-quality customers, constantly innovate service means, establish a joint system of public and private account managers, implement a package of services, promote personal business with corporate business, promote market expansion through integrated marketing, actively compete for high-quality customers, and ensure customer quality.
2. Personal Business Department strives to build its own brand. On the basis of pre-brand image promotion, plan, develop, plan and organize various market activities, understand and meet customer needs in time, expand brand connotation, attract high-quality customers and provide all-round high-quality services for high-quality customers. In the process of service, the enterprises behind high-quality customers can also feed back to the company departments for coordinated development. Fourth, pay attention to marketing strategy. Carry out targeted marketing activities at different times and places.
3. Actively promote the business of "remittance through train, remittance in the same city, E era" before the start of school, vigorously promote educational savings, and regularly carry out the universal exchange business, which can effectively promote the growth of savings deposits and intermediary business. In the township enterprises that cannot be reached by our outlets, we will carry out publicity such as online banking and telephone banking.
4. Launch a powerful publicity and marketing offensive, actively seize the business market, and make full use of news media such as TV stations, radio stations and newspapers and printed publicity materials. Through publicity reports, mail advertisements, counter materials, street consultation and other means, we will publicize and promote the featured business varieties in an all-round way, publicize the achievements made by the Bank in recent years, effectively enhance social visibility and influence, and vigorously promote business market expansion. In short, as long as everyone in the whole bank works hard, relies on various advantages, actively participates in integrated marketing, hierarchical marketing and integrated marketing strategy for studying abroad, and does everything possible to do a good job in maintaining high-quality customers, the marketing results will definitely be transformed into business results, and ICBC's tomorrow will definitely be more brilliant.
Bank marketing experience summary model essay 4
During the COVID-19 epidemic, employees of the whole bank started online office mode and conducted online marketing business at home. As a remote customer service staff appointed by Liulin Sub-branch, I received many consultation calls, so I want to share my marketing experience with you.
The first is mentality. Whether it is answering a customer's consultation call or making a marketing call, the most important thing is not to be afraid and not to have the idea of "what if the customer doesn't cooperate". We should be prepared to be rejected and put our minds right. Through this period of telephone communication, in fact, most customers are highly cooperative and will ask their own questions, even if they refuse, it is more polite. This also has a lot to do with our own writing. We should establish a relationship of mutual respect with customers, so that customers can feel our service concept of "all for customers, all for customers".
The second is the method. We should make an outline before we do telemarketing, but we must make an outline and don't copy words. Reducing unnecessary words can highlight professionalism and enhance customers' trust. Greetings should be moderate, and never speak awkwardly. We can make a simple preparation by collecting customers' suggestions on our products and cutting into a series of preferential policies for customers affected by the epidemic, which will not easily arouse customers' resentment, but also increase customers' interest in our products and increase the probability of successful marketing.
The third is tone. Telephone communication is different from face-to-face communication, and the pronunciation and intonation in telephone communication are particularly important. Maintaining a smooth and peaceful tone will make it easier for customers to have a sense of trust and help customers accept our conversation. It won't be as blunt as a robot, and it won't sound like eager to sell. Even if you receive a phone call from a customer, you can keep your mind steady with a calm tone, which is more conducive to solving the problems raised by the customer and eliminating the bad mood of the customer.
Telemarketing is one of the most commonly used marketing methods in our daily work. It is necessary to master marketing methods and skills, sum up experience in practice, formulate personalized marketing plans for different customers, sincerely help customers solve problems, think about what customers think, worry about what customers are anxious, and achieve more efficient office with the least consumption of people and property.
Bank marketing experience summary model essay 5
In the process of credit card marketing, I think the following four aspects are very important. First, grasp the product; Second, it is the understanding and development of the market; Third, face-to-face marketing with customers; Finally, the application form is filled in and the customer is maintained.
The first is to grasp the product. Being familiar with various functions of the product does not mean mastering the product. At the beginning, my first feeling after I got the information was that such a good product would definitely have a market, and I also prepared many sets of statements. If the customer asks me what card this is? That's what I said. If the customer asks me, what are the characteristics of your card? That's what I said. However, when I really face my customers, their problems are completely out of my expectation and have deviated from their own functions. They won't ask you about the benefits of credit cards at all, but ask you, do you charge an annual fee for your cards? Or do I have some credit cards in my wallet and don't want to do it? Others say that your bank has few outlets and it is inconvenient to pay back the money. What I say most is that I don't have the habit of using cards. These questions caught me off guard and I began to re-examine this beautiful credit card that I am proud of.
Is it me or the customer? Finally, I found that I had overlooked three details: first, CCB had covered the credit card market once before September, and our credit card had many similarities with the bank's credit card; The other is the consumption habits of China people, living within their means; The third is that a person's personality is at work, knowing that it is a good thing, but not doing it. Because you are not familiar with you, please ask people to do things humanely. After a period of thinking, my understanding of credit cards began to change. Only by looking at the problem from the user's point of view can we really grasp the credit card. Credit card is a overdraft card in the eyes of bank staff, but what is it in the eyes of customers? It is a time bomb around you, a tool to encourage you to use money, a burden in your wallet, a weight to exchange human feelings and so on.
The current credit card market is very immature and not as perfect as we thought. We blindly emphasize the overdraft consumption function of credit cards, which I think is misleading. Many consumers don't accept this idea. So when I was marketing, I said this card was just an emergency card. When the cash flow is not good, you can use this card for emergency. Quite a few people will agree with this statement, and if they agree, they will have a chance. In this level of marketing, those who ask what a credit card is and what its functions are can easily become card users. It is those customers who have unexpected problems, so we should prescribe the right medicine.
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