Summary of Bank Marketing (1) After a year and a half of hard work and struggle, as a marketer who has been engaged in marketing work in * * bank credit cards for nearly a year, I always think that all marketing products should have: 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!
Overview of Bank Marketing (II) 20** years have passed. With the care of the branch leaders and the help of my colleagues, I have made some achievements, made great progress in banking knowledge and improved my personal marketing ability.
First of all, in terms of work performance, under the guidance of branch leaders, I made great efforts to market corporate customers and successfully undertook the first credit business since the transformation of the branch. By the end of 20**, our accumulated credit line was 550 million yuan, which drove the company to deposit more than 80 million yuan, realized interest income of 6.5438+600 million yuan, and realized intermediary business income of 295,500 yuan. Self-employed management enterprise * * has been successfully declared as a key customer at the head office level, and is assisting branch leaders to actively market a number of downstream enterprises. In terms of small business marketing, we also successfully marketed a * * enterprise, and through cross-marketing, we achieved an increase of 6,543.8+0.6 million yuan in private deposits by the end of the year. In the small index assessment of the company's account manager, my performance ranks in the top 5 in the whole branch.
Secondly, by learning from leaders, product managers and books, we have fully mastered our credit business knowledge. A year ago, when I first transferred to the company as an account manager, I knew a little about the company's business and credit products. Through one year's study, I have basically mastered the elements of most credit products of banks, and can design reasonable credit schemes and specific business products for customers according to their financial status, guarantee status and business characteristics through communication with customers. In addition, while I was familiar with the business products, I actively studied the bank's credit risk control measures, and as the only account manager, I took the first credit approver exam held by the branch and passed it smoothly. In the compliance essay activity held by the branch, my article "It is imperative to build a deep-rooted compliance culture of commercial banks" won the second prize of the head office.
Finally, in the process of business marketing, study hard, accumulate bit by bit, and strive to improve personal marketing ability. As an account manager, his duty is to serve customers well. On the one hand, he should be familiar with his business products and know what he can bring to customers. On the other hand, he should understand what customers want, especially the latter, and their needs, so as to create conditions to meet them. To a great extent, the promotion of personal marketing ability lies in understanding customers and satisfying them. Therefore, in the process of communicating with customers, I constantly tap customers' hobbies, interests and specialties, try to talk about topics of interest to customers and solve problems that customers need to solve urgently.
The past year has been a year of enrichment and progress for me. At the same time, these personal achievements can not be achieved without the care, guidance and encouragement of branch leaders. Of course, in the past year, I also made mistakes and had some shortcomings, especially in maintaining existing customers and tapping customer resources, which is exactly where I need to work hard in the future.
The work plan for 20** years, first of all, is to strive to maintain the existing credit customers, make good use of resources, do a good job in customer marketing, and maximize the profit of credit lines in the current credit shortage situation. Secondly, we should firmly grasp the regional characteristics, open up professional markets, do a good job in credit marketing of small and medium-sized enterprises, and strive to achieve results. The third is to give full play to the advantages of wealth management products, strengthen on-site services, and tap the deposit potential of stock settlement accounts and market companies. Fourth, vigorously expand the small business settlement households around the sub-branches. The fifth is to strengthen cross-marketing and serve customers in an all-round way with individual account managers.
After 20 years, I am determined to study harder, strive for progress in all aspects and become an excellent account manager.
Summary of bank marketing (3) As soon as I set foot on this podium, I couldn't help but get a little excited. Because just a year ago, I was on this podium, under the call of the new employment mechanism of the branch, talking about the reasons for participating in the competition and letting go of my ideal of dedicating myself to * *, and an account manager was invited to be the sales director. Now, with the passage of time, I have returned to the position of account manager from the sales director. I don't know whether I stand here today as a winner or a loser, but whether I succeed or fail, I want to make a summary of my marketing work in the past year.
The hardships of marketing in the past year have led me to sum up four words, that is, "sincerity, diligence, precision and novelty". The so-called "sincerity" means being honest. Honesty is the cornerstone of maintaining modern market economy and a bridge to communicate with customers. When dealing with customers, only if you sincerely want to stay, match words with deeds, and worry about what customers think, can you win the trust of customers and get their sincerity.
In * * month of 20** year, at a friend's wedding banquet, I met the financial accountant of * * chemical plant in * * county. When we first met, I learned from the conversation that the factory has been booming in recent years and the development momentum is very rapid. An idea immediately flashed through my mind: "If this enterprise can open an account with us, it will definitely bring a series of considerable benefits." The next day, I came to this enterprise and visited my financial and accounting friends. When people know my purpose, on the one hand, they appreciate my professionalism, but at the same time they are embarrassed to carry out business cooperation, because they have opened accounts in commercial banks for a long time and know little about * *.
The first public relations visit was a bit frustrating, but I didn't lose heart, because people were very polite to me, which made it possible for us to meet again. In addition, people really don't understand * *, which gives us the next topic of contact. In this way, from * month to * month, every 10 day, I always go to this enterprise to "visit once" to introduce * *' s business, and gradually become a frequent visitor to the finance department of this enterprise, so that they jokingly call me not a bank employee, but a business salesman of an insurance company. On one occasion, when I was visiting, I overheard that the finance section chief was worried about the recovery of a debt these two days. This is a sum of money for raw materials 1 ten thousand yuan, and the debtor is * * * *. Because the payment for goods has been delayed for three months, the liquidity of the enterprise has been very tight. So, I took the initiative to find the finance section chief and made a request for me to try.
In the following month, I took advantage of my vacation time, braving the heat and high temperature, and with the help of various relationships, I finally got my money back in cash. On the day of receiving the payment, the finance section chief happily said two unexpected words: I didn't expect you to have so much energy and run for several months three times to get the payment back. I didn't expect you, as an outsider, to help the enterprise as sincerely and enthusiastically as a friend. What happened next, as you can imagine, was that this enterprise took the initiative to move the basic settlement account to the branch office and became the "iron account" of the branch office. At present, the average daily deposit amount is 6,543,800 yuan and the average monthly settlement amount is 3 million yuan.
The so-called "diligence" means diligence in talking and running. Only by communicating with customers regularly and understanding their trends and ideas can we adjust the marketing strategy in time, seize the business opportunities and seize the opportunities in the fierce business war. On June+10 this year, I learned from my friends that there were several leather processing self-employed households in * * * * village of * * * county, and their business was booming, but their production was often affected because they could not reach a good fund settlement method with the buyers located in * *. To this end, I started with this message and took my friends to the village many times to promote our express service door to door. Finally, I made them realize the advantages of this settlement method, and deposited 2 million yuan of rural credit cooperatives in my branch for 30 miles, and fought a beautiful battle of "riding a thousand lira deposit alone", which accumulated experience for the branch to break through geographical restrictions and expand the market. The so-called "fine" means meticulous.
Start from the details, have a full understanding of customers before marketing, know what their customers value and need, explore the vast world of cooperation, and at the same time carefully observe, see what people have not seen, think of what people have not thought of, and capture new business opportunities hidden behind things. During the "* *" period this year, I found that there were many customers who came to the branch to exchange coins for steel collapses. I thought, "customers prefer steel collapse to paper money for health reasons." If this habit becomes a trend, the demand for steel collapse will definitely increase greatly during this period, which may provide potential business opportunities for our increase. " So during that time, as soon as I was free, I went to the branch to get a one-yuan steel collapse and took it back to the branch with great pains. Sure enough, in the subsequent marketing, these steel collapses showed great power. On the right side of the branch office is a large commercial building, which is a battleground for banks. Because of opening an account in ICBC, the branch has no deposit. For a piece of the action. At the critical moment when the commercial building was most short of coins during the * * period, we delivered coins to the door, which eased the pressure of finding change in the commercial building and made the owner of the commercial building very moved. He suddenly transferred 500 thousand from other branches Since then, the commercial housing deposit of the branch has remained at around 700,000, which has indeed created new opportunities for the development of the branch.
The so-called "new" means to innovate service methods. Marketing should not stay in traditional habitual thinking and practices, but should organically combine new marketing concepts and service models to meet the growing service needs of customers to the maximum extent. In this year's promotion and marketing of "Financial Package" organized by "Double Festival" provincial banks, I asked branch employees to pay attention to the comparison of business characteristics between products, combine with customer characteristics, combine with product characteristics, and combine with branch characteristics, which changed the previous extensive publicity and marketing model and created a new idea of "promoting marketing through financial management". For example, in view of the student holidays during the "two festivals", in view of the favorable opportunity that the stock market is closed during the Spring Festival and some investors are unwilling to hold shares for the holidays, we will vigorously market the 7-day notice deposit. In view of the favorable opportunity of national debt sales, we have made great efforts to market educational savings and achieved good results. "If you don't know how to promote it, promote it by means of financial management" has become the "mantra" of branch employees, so that many customers often find branches with "financial management packages" leaflets and ask employees to help them manage their finances, which has greatly boosted the sales of related business products. Over the past year, under my leadership, the deposits in the sub-branches increased from an average annual growth of 4 million in previous years to an increase of150,000 in that year. During this period, I personally absorbed more than 8 million yuan of gold customer deposits for the branch, accounting for 50% of the total new deposits of the branch. However, there are great regrets behind the great success. The continuous busy marketing in the past year has made me ignore the improvement of my comprehensive business quality. In this new round of branch competition, I was not shortlisted because my comprehensive business knowledge was not too hard. I remember the afternoon when I learned the exam results, my sisters in the branch who had been together for one year cried. They said, "Dude, we really hate you!" " "Yes, I also hate myself for letting myself down.
* * heartless. In the increasingly fierce competition of modern commercial banks in the future, * * needs compound talents with excellent comprehensive business quality. If we can't keep up with the times and redouble our efforts to improve ourselves, we will eventually face elimination. However, * * is affectionate. As long as I work hard and make progress, this failure is a new platform for my next take-off!