Win customers with service
I'm the account manager. Six years ago, I transferred from the front desk teller to the account manager team, with neither experience nor resources. Six years later, I became a bank? Account Manager of Parknshop Supermarket? Like all account managers, I have paid a lot and contributed a lot to today's performance. Today, I summed up my account manager's life experience.
Where do customers come from?
Where customers come from is the primary problem in marketing. But not everyone knows where the customers are. I don't have very hard relationship resources or outstanding marketing talent. When I first became an account manager, I only maintained a few customers, and the scale was not large. Now, I have more and more customers and more and more contacts.
To be a conscientious person, customers are around. Customers need to look attentively and serve attentively. In the long-term marketing process, I formed a habit. As soon as I walk into the business hall, I like to observe whether there are inquiring eyes among many strange faces. When I meet such eyes, I always take the initiative to ask if I need help. Then, I will solve problems for customers and record customer information and needs.
Once, I found a young man had a deposit slip, but he didn't fill it out for a long time. While observing the teller in our bank, I took the initiative to ask if I needed help. I estimated that it was his first time to do business in our bank, so I helped him draw the number on the pager and told him the procedure of doing business in detail. Unexpectedly, the young man asked me, is it fast to deposit large deposits in your bank? Judging from his clothes and manners, I guess he may have to save tens of thousands of yuan. He is very cautious because of his hard work. I answered all his questions patiently and left him my business card. The young man was satisfied with my answer and smiled. With your enthusiasm, will I come again? .
At 5 o'clock in the afternoon, I suddenly received a strange phone call. It was the young man. He said that there are more than 8 million cash now. Can you make a deposit today? I immediately coordinated with the office manager, organized specialized manpower, and provided door-to-door service as quickly as possible. The customer expressed surprise that the service of * * Bank was meticulous and efficient! In this way, a casual exchange brought more than 8 million savings deposits to our bank.
Seemingly accidental things often have their inevitability. Customers are around, and the key is whether you have a sincere service heart. As an account manager, a word and a subtle action can often make customers make choices. So, be a conscientious person, maybe good luck is waiting for you.
Discover future quality customers
There is no shortage of beauty in this world, what is lacking is the vision of finding beauty. Similarly, there is no shortage of quality customers around, what is lacking is the keen eye to find quality customers.
I have a customer, who is a large group integrating tobacco, machinery, military products, logistics production and sales. The group has subsidiaries, mainly engaged in construction business, and the scale is small, mainly supporting the construction of factories for the group. Customers have applied to other banks for financing of 2 million yuan many times, but they have all been rejected. Because I have served for its parent company for many years, I know that after the parent company moves from different places to Kunming, it will carry out large-scale factory expansion, and the customer prospects are very promising. So, I decisively reported the customer's credit and quickly issued a loan of 2 million yuan. This is a small business, but for customers, it is a timely help. In the following years, with the large-scale reconstruction and expansion of the parent company, the scale of the company expanded rapidly and the benefits doubled.
Find customers? Clients? . To be a big customer base, we should also be good at finding customers from customers. I pay special attention to finding marketing clues from post-loan management. Every post-loan inspection, I not only analyze the risks of customers, but also attach great importance to understanding the upstream and downstream customers of customers as a way to tap new customers. Mineral deposits? .
Our branch has a loan customer, a large pharmaceutical company. After the loan inspection, it was found that its funds mainly flowed to a raw material supplier. I think, if we develop it into our customers, the funds can be closed, which can not only increase deposits, but also easily control customer risks. So, I found this client boss and asked him to introduce me. I told him that if we can cooperate with each other, we can guarantee the supply of raw materials to you more effectively through our support, which is a good thing of win-win cooperation. The boss was very interested and personally took me to this company? A company specializing in the production of velvet antler has successfully developed a high-quality customer, who has handled the discount of large bank acceptance bills in our bank. In recent years, I have passed. Customers recommend customers? A way to make my customers snowball.
How to be a customer's friend
To successfully market customers, we must first become customers' friends.
The story of being a tutor. Marketing is an art that requires wisdom and skill. Sometimes you can't attack, but you may succeed by bypassing.
Once, the bank leader decided to market a large tobacco company in our province, and I was one of the team members. This enterprise is the big gold mine that all banks dream of. In the absence of any business contacts and interpersonal relationships, the president and I visited this enterprise strangely, but the financial controller of the company refused to accept our interview on the grounds of busy work.
After hitting the wall, we didn't flinch, but continued to meet for various reasons, such as promoting our wealth management products. After several visits, we were arranged to wait outside the office, sometimes for two or three hours, and the enterprises were all off work, and no one was seen. I don't know how many times I went, but the chief financial officer finally received me, but he didn't agree to open an account in our bank. I don't talk about business, just about home. During the conversation, I learned that she has a son who is in the third grade. Because the couple are usually too busy, they take little care of their son, and their children's academic performance is also very poor. Moreover, they are rebellious, so many tutors are at a loss. Seeing that the entrance examination is approaching, there is no hope of going to high school, and the child has become a heart disease for her.
Talking about this, my heart moved. I am an excellent student in China University of Finance and Economics, and I believe I can teach the children in Grade Three well. So, I volunteered to be a tutor. In order to ensure the quality of counseling, after finishing my work, I reviewed the junior high school textbooks at noon and evening. Hard work pays off. After more than two months' hard work, the children's grades have improved by leaps and bounds, and their scores in the senior high school entrance examination have increased by 150 points, and they have been successfully admitted to high school. The CFO is very happy. She said, I see sincerity and persistence in you, and we are willing to cooperate with your bank.
Marketing seems simple, but to do it well, you should not only be proficient in business, but also have extensive knowledge. Therefore, we need to learn. With more things in your head, it is easy to find topics of common interest with all kinds of customers. In this way, customers can treat you as a friend. Once they become good friends, business cooperation is half done.
How to create more value for customers
Why do customers choose * * bank? According to years of experience, my understanding is that customers not only need products and services, but also need to meet their financial needs at the lowest cost. Whoever can provide greater customer value will win in the competition. To cooperate with customers for a long time, we must think from each other's perspective, think for each other's interests, and realize our own interests through customer value-added.
One of the skills? Be a good financial adviser to customers.
In contact with customers, I found that some trading companies' full margin bank acceptance business is fiercely competitive, and customers demand higher returns. In my opinion, if we use our low-risk series of wealth management products as collateral to issue bank acceptance bills, it will not only stabilize our deposits, but also increase customers' income. So I found a trading company and recommended this business to it. Because the client used the traditional settlement method for a long time, he was not interested in my financial plan at first. After repeated settlement for the customer, the customer agreed to try to do a small business first, with an amount of only 500,000 yuan. After the launch of this business, customers have tasted the sweetness and naturally want to expand the business scale.
The second skill is to become a professional account manager.
As a social account manager, it is difficult to cooperate with customers for a long time, let alone explore deeply. Only by using professional financial knowledge to provide customers with value-added services beyond expectations can we establish a dependent cooperative relationship. Therefore, I strive to cultivate myself as an expert account manager.
Once, I got in touch with a financing guarantee company. Although the business has not been completed, I understand that the company has abundant funds and large cash flow, but it only handles notice deposits or time deposits, which is lower in rate of return on capital.
And some small and medium-sized enterprises I have come into contact with have difficulty in obtaining financing in banks, and they are worried that there is no financing channel. I suddenly thought, can we increase the capital income for the guarantee company through entrusted loans and solve the financing problem of small and medium-sized enterprises at the same time?
I talked with the business manager of the guarantee company, designed the business operation process, evaluated the entrusted loan risk with the professional risk assessment method of the bank, and provided risk prevention suggestions. After several successful attempts, the business became bigger and bigger, and the bank naturally became its most important cooperative bank, and the fee income also became the highlight of its intermediary business income.
Third, take the internal information of the bank as a clue.
There are very valuable information resources in bank accounting. The easiest way is to find out the funds flowing from existing customers to the enterprise, let the accountant sort out the payee list of customers who are very active in bank settlement every day, and conduct marketing according to the map. It can be arranged by the branch president, and the accountant collects customer information every day and focuses on marketing after screening.
We can find the customer information of the drawer from the discounted bank acceptance bill, and some local drawers can be used as the key customer information sources for key marketing. It is suggested that the bill center of the branch collect the information of the drawer of the discounted bank acceptance bill every day, find the contact number of the drawer through online inquiry and follow up the marketing.
Fourth, use scouts to find target customers.
The advantages of talent scout are wide market, large amount of information, keen sense of smell and high success rate in finding customers, which is conducive to improving efficiency and reducing the workload of finding qualified target customers.
Who can bear it? Scott. , focusing on the selection of responsible persons and staff of relevant government departments, such as tax departments, customs agencies, judicial departments, etc. ; Responsible persons and staff of non-bank financial institutions such as securities companies, trust companies and finance companies; The person in charge and staff of the accounting department of an enterprise, usually the subsidiaries of some enterprise groups, often receive training together and have the same connection; Doctors, lawyers, school leaders, class teachers, etc. , has extensive contacts, belongs to the intersection of interpersonal communication, and can focus on contact as a source of marketing information.
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