Precision marketing is based on precise positioning, relying on modern information technology, establishing personalized customer communication service system, and realizing the measurable and low-cost expansion of Zhang Zhilu, which is one of the core viewpoints in the concept of Attitude Network. That is to say, the company needs more accurate, measurable and high return on investment marketing communication, pays more attention to the marketing communication plan of results and actions, and pays more and more attention to the investment in direct sales communication.
Second, how do banks do accurate marketing activities?
This should be a gift for users, and they will participate in activities for the gift.
(3) What model is suitable for accurate marketing of bank credit cards?
First suit your own model, and then analyze the market! Knowing the knowledge of credit cards, it is best to find auxiliary products that can be developed together to maximize benefits!
How to do a good job in the sustained and steady growth of savings deposits and the precise marketing of target customers
I'm talking about bank practice. Every bank will use 1 to catch high-end customers. 2. Transfer company deposits to private accounts. 3. Increase the intensity of paying wages. 4. Do more promotions and give more gifts. 5. Dig deep into domestic demand (this means that when a person is in the bank, the whole family will help, you know, but this is also the most disgusting)
〈〉〉〉〉〉〉〉〉〉〉〉〉〉〉〉〉 12
Precision marketing of financial products can reduce marketing costs, expand sales performance, increase corporate profits and enhance customer loyalty by providing customers with a whole set of product or service solutions. However, due to the large amount of data analysis and many uncertain factors in the financial field, most of the current precision marketing strategies are formulated without scientific analysis of customers and products, which lacks pertinence and has low practical application value.
"Lu" Hao's key account marketing course outline, who has it?
Course outline:
The first part: from a professional point of view, the precise marketing of key customers.
1 to learn about the Trinity Marketing Axis.
One-to-many fast-moving consumer goods marketing system
Sales system: one-to-one industrial products
The service system is many to one.
Find the market positioning of your products, so as to find out the marketing plan that suits you.
2. Characteristics of precision marketing of key customers
Long period/period
Special needs
cut-throat competition
3. Focus of precision marketing training for general key customers
Industry knowledge
product know-how
Competitive knowledge
4. The main reason why precision marketing of big customers is ineffective.
Since IBM failed to sell to key customers in China.
The key account marketing with China characteristics needs the method with China characteristics.
In the past, key account marketing only focused on the knowledge of industries, products and competing products.
5. Re-understand the key account marketing from the essence and law.
For the sales of key customers with China characteristics, we need to become friends first, and then talk about customers.
Customers treat you as friends, not you treat customers as friends.
6, key customer sales process
The second part is the collection and analysis of information clues of key telecom customers.
1, the importance of intelligence gathering from the information war in Daqing Oilfield.
2. Channels of intelligence gathering: media network, organizational network, interpersonal network, etc.
3. Intelligence analysis methods: qualitative analysis and quantitative analysis.
4. Make relevant preparations through intelligence analysis.
The third part: How to approach big customers.
First, knowledge close to the needs of customers.
1. Product technical knowledge: data, performance and market.
2. Technical knowledge of competing products: comparison, trend and market.
3. Customer psychological knowledge: preference, feeling and cognition.
4. Marketing process knowledge: special interests, relationships and after-sales.
Second, flexible objection handling.
1, the experience of common thorny issues
2. General business transaction experience
3. Experience in handling common contradictions
4. Experience of common customer needs
Third, the core interpersonal relationship.
1, the important role of interpersonal relationship in the sales process of key customers
The essence of interpersonal relationship
The essence of interpersonal communication
The law of interpersonal communication
2. The essence of sales is to exchange information.
Exchange public, semi-public and private information
3. Contents and standards of information exchange
How to exchange * * *
How to exchange half * * * interest?
How to exchange private information
The fourth part: How to establish a stable interpersonal relationship and how to carry out corresponding training.
Research on the Success or Failure of Key Account Marketing
1. Successful cases have their own methods, among which winning the trust of customers is an important step.
2. Most of the failed cases are due to one thing: selling wholeheartedly before winning the trust of customers.
3. How to win the trust of customers? What is winning the trust of customers?
Second, the key to win the trust of customers?
1, trust can be quantified.
Quantization basis
Quantitative standard
The essence of quantification
2. Quantization is realized by exchanging information.
The exchange of information needs to be quantified.
How to determine quantitative indicators
Three. Matters needing attention in exchanging information?
1, pay attention to distinguish between * * * information, semi * * * information and private information.
2. Rules for information exchange
3. Seven-leaf information is needed when exchanging private information.
The fifth part designs effective telecom solutions for customers.
1, the essence of telecom solutions
2. Matters needing attention in telecom solutions
3. Three key points of telecom solution
Part VI Negotiation Strategy
1. Preparation before negotiation
2. Internal negotiation process and external negotiation process
3. Negotiate the opponent's corresponding strategy.
4. Corresponding strategies for obstacles.
Part VII Customer Relationship Maintenance
1, case-the essence of customer relationship maintenance
2, the importance of customer relationship maintenance
3. The role of 3.CRM in precision marketing of key customers.
4. From customer relationship to customer care
5. How to change from a partner to a friend?
Hao Linze, a practical expert in key account marketing, is a senior lecturer at Siemens School of Management.
10 years of practical marketing experience in Chinese and foreign enterprises, and served as sales director, marketing director, regional manager and senior lecturer in many well-known Chinese and foreign enterprises such as Siemens, Jiaduobao, Daejeon and Dream.
Proficient in personality analysis, various marketing tools, especially key account marketing and people-oriented skills, have unique insights and understanding in key account marketing training and people-oriented skills, and can put the training methods to the ground, so that enterprises can implement them smoothly. Personal sales experience, managed thousands of sales teams and trained tens of thousands of students.
Core brand courses: accurate marketing of key customers, knowledge of people-decoding and application of practical technology CD-ROM, sales management of key customers, efficient management system of sales team, basic sales skills, winning series: winning over management-building a sales management elite with super fighting capacity, winning over understanding-top-down communication mode of middle managers, winning over the starting point-employee career planning.
What does the "Qi" of ICBC's precision marketing product "9944" mean?
The "9944" project of ICBC's precision marketing product refers to a special marketing activity in which the Bank Card Center of the Head Office selects 99.44 million target customers with consumption records and contact information but no credit cards from the 360 million debit card customers of Quanrong Bank to conduct precision marketing and issue credit cards.
Brief introduction of ICBC:
China Industrial and Commercial Bank (full name: China Industrial and Commercial Bank) was established in June 1984 65438+ 10/.
Established in 1984, it is one of the top five banks in China, a fortune 500 enterprise, the largest customer base in China and the largest commercial bank in China. China Industrial and Commercial Bank is the largest state-owned commercial bank in China. Its basic task is to raise social funds through financing activities at home and abroad, strengthen the management of credit funds, support enterprise production and technological transformation, and serve China's economic construction.