As the saying goes, a year's plan lies in spring. March is a warm season, and it is also the season when we begin to struggle. On this hopeful day, I entered the big family of China CITIC Bank and worked as an intern for two weeks. In the marketing process, I left many intriguing memories and gained many unforgettable experiences.
First: Have professional business knowledge. We adopt the model of integral marketing. We set up an office in Carrefour, and customers come to inquire about the use of related credit cards, which requires our marketing staff to have good professional knowledge and answer questions for customers. The conditions, activation, use and repayment of the card should be understood, and then the customer should be guided to complete the follow-up operation.
Second: Have full self-confidence and gain the trust of customers instantly. A qualified salesman must first have full confidence. Only when he has full confidence in himself can he give himself a clear idea and introduce his products to customers through fluent language. When marketing products, make friends with customers and make them feel good about 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.
Third: make a plan for yourself as much as possible. Because peer-to-peer marketing is a common mode used by many peers, customers will feel less fresh after watching it. The key is to attract customers when they are there. In the process of marketing, I have been actively guiding customers. Although I have encountered many setbacks, I have also mastered many methods. And in order to avoid blindness, I need to make corresponding plans. Only by arranging the daily work reasonably can we get twice the result with half the effort. Fourth, 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 as a marketer. I believe that if you pay, you will gain, and if you persist, you will win. Only by unremitting efforts, grasping the present, learning from the past, starting to create the future, making practical plans and defining goals can we better build our team and make CITIC's tomorrow more brilliant.
Bank Marketing Experience 8 (Part II) Bank Credit Card Center In order to let our new employees get to know the company faster and adapt to the work, the company specializes in induction training for new employees. The emphasis on employee training reflects the company's strategic policy of "attaching importance to and cultivating talents".
The main contents of this training are the introduction of the company's basic situation and the introduction of Minsheng Bank's credit card series products, so that we can understand the company's basic operation process, as well as the company's corporate culture, current situation, strategic planning and systematic corporate marketing concept in the shortest time. Through this training, we have benefited a lot and have a deep understanding.
In this training, we have a deeper understanding of our jobs and the company's superior resources, so as to adapt to our jobs more quickly, give full play to our initiative, make full use of the company's superior resources while doing our job well, and create benefits for the company with the greatest effect. The rapid development of the company is also our personal development. Through training, we know what professionalism and values are, and know many principles and methods of dealing with others, so as to compare with our former selves, realize our own shortcomings and improve them in time, which is very beneficial to our future work and personal development.
Keep a positive attitude towards my work. I can do what others can do, and I will do better. This is a matter of faith. There is a lot of pressure on sales, mainly our own pressure. After a long time, you will feel tired. Also, when the performance is ahead, we will relax our requirements for ourselves. Therefore, after the career is on track, we should always remember the famous saying that "industry is good at diligence and leisure is scarce". You must not lose to yourself, but the most practical way to beat yourself is to take action. Thinking, observation, planning and strategy should be proved by actions, and even the best psychological quality should be tested, tempered and improved in practice reports. The brain works in action, the heart experiences in action, and experience accumulates in action.
In terms of professional attitude, everyone should have an entrepreneurial heart. First of all, let's make it clear that we don't work for the company or the boss, but for ourselves. We should believe that we can do well, with a very warm heart, a pair of hard-working hands, two busy legs and a very free mood. This is especially true as an employee of a credit card center. On the one hand, don't stick to some traditional sales concepts, be good at breakthrough and creativity. At the same time, we should focus on the overall situation and the team, not too personal. Then we should pay attention to methods in the process of doing things in the future, so as to make the work more efficient, reduce unnecessary overtime and do things better.
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. Only in this way can we better develop our credit card business. 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.
For a new salesman, self-confidence and diligence are very important. As the saying goes, self-confidence and diligence make a genius, and so does sales. We all know that there are no hard-won fruits in the world, and we also know that hard work must be rewarded. Therefore, in the process of sales, we should constantly immunize ourselves, believe in ourselves, make ourselves more diligent, and let customers know how good their sales reputation and products are with our super self-confidence.
Don't look for the reason of failure, look for the way of success!
The eighth experience of bank marketing (I) In order to adapt to the changes of domestic and international economic and financial situation, it is an important and urgent task for commercial banks to cultivate and bring up a group of high-quality retail banking talents as soon as possible and take effective measures to deal with the current financial crisis.
First, the current situation and countermeasures of domestic commercial banks' retail business training
At present, domestic commercial banks are making a fuss about the transformation of retail business, focusing on wealth management business or wealth management business, and adopting the form of uploading or hiring special training institutions to train internal business operators and account managers in service etiquette, customer communication, investment and wealth management, etc. Generally speaking, enterprise managers learn some business ideas through training, and few senior managers have some opportunities to receive training and study abroad. Through various channels, domestic commercial banks have trained and brought up a group of counter operators, account managers, product managers and management talents with certain professional knowledge and business skills, which has provided talent guarantee for the development of retail business of commercial banks. However, compared with international advanced retail banks, domestic commercial banks still have many shortcomings in retail business training, and there is still a certain gap between the overall quality of retail business personnel and the increasingly diversified financial service needs of society.
(A) Some managers do not fully understand the retail business concept of modern commercial banks, grasp it accurately enough, and implement it inappropriately.
With the continuous improvement of the domestic capital market system and mechanism, the phenomenon of "financial disintermediation" of commercial banks has further intensified. There are still some commercial bank managers who are relatively conservative, have insufficient understanding of the retail business concept of modern commercial banks, have biased guidance and are not in place. Some branches of commercial banks have not yet established business diversion channels, and account managers, lobby managers or wealth management managers (hereinafter referred to as individual account managers) are not fully equipped as required. Even though some outlets are equipped with account managers, the comprehensive quality of account managers is not high, and there is a tendency that the age structure is aging, the business structure is solidified, and the post allocation is formalized. The actual role of account managers in retail business is not really brought into play, and the increasingly fierce competition demand of retail banks cannot be met. Due to the lack of high-quality account managers, some outlets have lost customers. These are the concrete manifestations of some commercial bank managers' insufficient understanding of the importance of retail business and inadequate implementation. In the final analysis, I still have insufficient learning ability. Therefore, domestic commercial banks, especially large commercial banks, urgently need in-depth training for their retail business managers. The training content can focus on instilling the management concept of modern commercial banks and expanding their zero
The vision of selling banking business makes it actively attach importance to retail business and expand retail banking business.
1, the purpose of training managers
The main purpose of training management personnel in commercial banks is to enable managers to master the history, present situation and trends of retail business development at home and abroad, understand the development trends of domestic and international economy and financial industry, update business concepts, improve knowledge structure, enhance market judgment, product innovation, brand integration and risk prevention capabilities, and be able to cope with complex economic and financial situations and further enhance the competitive strength of retail business of domestic commercial banks.
2, training content and form
Business management training can include the following main contents: the development status and trend of retail banks, private banking management, retail banking culture, retail business innovation, brand management and marketing, market research and marketing, economic and civil laws and regulations, market positioning and strategic transformation of commercial banks, organizational behavior, financial management practice, retail banking media strategy, personal financial business risk management, etc. The training form can be centralized teaching, on-site observation of advanced outlets, overseas inspection, etc. And the exchange of cadres in different places, so that managers can change their roles and go to the branches of commercial banks in advanced developed areas for training, experience it for themselves and think from other's perspective, and strive to achieve the training effect of "vivid form, short term, deep feelings, more understanding and practicality".
(2) The phenomenon that the existing professional and technical personnel learn but are useless and use but not prosperous still exists.
At present, the retail business personnel of large commercial banks in China have learned many kinds of majors or skills, such as credit, money banking, risk management, accounting, financial management, law, engineering and so on. Because the professional skills learned by the talents in each position do not necessarily correspond to the actual jobs they are engaged in (in fact, it is difficult to do so), or because their professional skills are applied in bank jobs in a narrow range, the intelligence of these professional and technical personnel may not be fully exerted. On the other hand, with the rapid development of economy and finance at home and abroad, residents' concept of financial management has been gradually improved, and customers' demand for one-stop, all-round and comprehensive financial services has become increasingly strong. High-quality compound talents who can meet the development needs of retail business of commercial banks have become popular candidates for foreign financial institutions and small and medium-sized joint-stock commercial banks. In this sense, professional and technical personnel with unstable thoughts should be valuable resources owned by large commercial banks.
20xx_, I entered Futian Sub-branch of Shenzhen Branch of Industrial and Commercial Bank of China with longing and pursuit for financial career, where I will release the energy of youth and ignite my career dream. In Futian Sub-branch, I worked as the most common teller. Some people may say that ordinary tellers are not professional. No, they can do brilliant work on the counter. Excellence begins with the ordinary, and perfection comes from the earnest. I love this job and regard it as the starting point of my career. As an employee of ICBC, pervert is a front-line employee and deeply feels the heavy responsibility he shoulders. Counter service is a "courtesy window" to show the good service of ICBC system. I win the trust of customers with full enthusiasm, dedicated service and sincere service every day, bearing in mind the thought of "three hearts" and "five quantities" and my self-enterprising working attitude. Time flies. It has been a year since I came to Futian Sub-branch. In this short year, my life has undergone tremendous changes. I learned some marketing things from my unfamiliarity with the marketing of bank tellers, and also got the trust, care and guidance of leaders. My colleagues patiently helped me, which benefited me a lot and helped me create good business performance.
In bank teller marketing, I mainly have the following experience:
First, I can learn the operating rules and system documents of ICBC more actively in my thoughts and work, and master them in time. The dedication and sincerity of my colleagues always infect me. During my work, I was able to consult my colleagues with an open mind, learned a lot of professional knowledge and skills outside books, and realized the importance of teamwork, communication and coordination more deeply, and accumulated a lot of wealth for myself in my future growth. At work, I have a strong sense of professionalism and responsibility. I can work hard, not picky, and seriously implement every job and task assigned by the leader. Pay close attention to market trends every day, study customers under the premise of grasping the objective environment, understand customers' business needs through customer research, strive to satisfy every customer, and safeguard every customer through their own efforts.
Secondly, in terms of skills, I can also work hard and exercise myself. During this year, I always insisted on a good working condition, strictly demanded myself by the standards of a qualified ICBC employee, based on my own work, devoted myself to business skills training, and gave off a ray of light and heat for the cause of China Merchants Bank in my ordinary post.
Third, the understanding of the market, in addition to grasping the product itself, we also need to accurately locate it, and we must also have a general understanding of the corresponding market for the product.
Fourth, face-to-face communication with customers. What I feel most in this process is that while fully understanding the products, we should also fully understand the public psychology, create a simple and comfortable conversation atmosphere in communication with customers, listen to their demands extensively, fully understand what they want, how to get it, and the benefits they can bring, answer customers' questions in time and patiently, and recommend suitable products to suitable target customers.
Fifth, be good at using all kinds of favorable time and gaps, actively communicate with customers, communicate with customers more, seize any favorable opportunity, and create favorable marketing opportunities anytime and anywhere.
Sixth, adhere to the enterprising work mentality. We have to deal with different customer groups every day, so some details often affect the communication with customers, and even lead customers to reduce their established loyalty to our industry. We should treat customer rejection with an enterprising attitude, remember not to affect the enterprising nature of self-sales, and analyze the reasons for customer rejection so as to correct and improve it in the future.
Seventh, do a good job in after-sales service, explain in detail the functions of products sold daily to customers, and demonstrate when necessary to improve customers' use of our products and lay a good foundation for recommending other related products to customers in the future.
I believe that opportunities always favor those who are prepared, and lifelong learning can keep innovating. Knowledge makes talents, posts make dreams. There is a career that requires youth and dreams to pursue, and there is a pursuit that requires hard work and hard work. I hope that the ICBC I am engaged in will always be young, magnificent and prosperous!
Bank Marketing Experience 8 (5) China Construction Bank Mobile Banking is a new generation of banking service based on mobile communication data service platform. By applying the 3A(Anytime, Anywhere, Anyway) advantage of wireless communication technology to financial business, the bank counter is extended to customers' mobile phones, so that customers can really enjoy the convenience of transferring money anytime and anywhere and managing money across time and regions.
First, the environmental analysis of network marketing
Internet has a great influence on China's economy. Enterprise elites in China and overseas are cooperating with China government to develop Internet infrastructure and integrate Internet technology into the structure of corporate life in China. According to the forecast, the reform of bank regulations encourages consumers to use credit cards, which will bring about a wider expansion of e-commerce.
The 22nd report of CNNIC shows that the scale of netizens in China continues to show a trend of sustained and rapid development. By the end of June, 20XX, the number of netizens in China reached 253 million, while that in the United States was 2180,000. According to the estimation of the growth rate of Internet users in the United States in recent years, the number of Internet users in the United States will not exceed 200 million by the end of June 20XX, so the number of Internet users in China has jumped to the top in the world. Compared with the same period last year, the number of netizens in China increased by 9 1 10,000. 20XX saw a net increase of 43 million in the first half of the year.
In terms of basic information resources, the number of websites is 19 190000, with an annual growth rate of 46.3%. The increase in the number of websites indicates that China is richer in Internet information resources. The evaluation scores of netizens who feel that daily life cannot be separated from the Internet are 3 and 54, and most netizens are used to having the Internet in their lives. Only a few netizens feel that they are addicted to the internet sometimes, with scores of 2 or 5.
In view of the above data, network marketing is the key to promote products!
Second, the characteristics and functions of mobile banking in China Construction Bank
China Construction Bank's mobile banking is the earliest and its technology is relatively mature. It is also very convenient to use, and can complete business activities such as payment, wealth management and stock market transfer. Moreover, the mobile phone-to-mobile phone transfer function has been newly opened. You don't need to know the bank account number of the other party. You can transfer money as long as you know the mobile phone number. The handling fee is 30% off the counter. Mobile banking of China Construction Bank is the leading new generation mobile banking service in the industry, which has the characteristics of convenience, convenience, rich functions, safety, reliability and quick application.
Personal service available at any time.
China Construction Bank Mobile Banking will join you in the era of ready-to-use banking services. Let you enjoy CCB's 724-hour personal financial service anytime and anywhere. It's the bank you carry with you.
Rich in functions and fast in trading.
Mobile banking of China Construction Bank not only includes basic financial services provided by tangible business outlets, but also provides investment and wealth management services that keep up with market trends, such as mobile stock market, gold trading, national debt trading, foreign exchange trading and bank-securities transfer, so that you can control the market at your fingertips and accumulate wealth from time to time.
Advanced technology, safety and reliability.
With mobile banking of CCB, you have the safest electronic transaction channel. It uses the most advanced encryption means to ensure the security of your information at all times, establish the binding relationship between mobile phone number and customer information, and ensure the safety and reliability of transactions.
The application speed is fast and the procedure is simple. You only need to log on to the mobile banking or CCB website and simply enter the required elements at one time to become a mobile banking customer of CCB and enjoy the inquiry and payment services provided by CCB. Or just visit the business outlets in person and enjoy comprehensive mobile banking services after signing the contract successfully; CCB Silver Shield customers can realize multi-channel interactive signing without leaving home.
Third, the marketing promotion plan
1, email marketing promotion
The 22nd report of CNNIC shows that the usage rate of e-mail has reached 62% and 6%.
E-mail has become a communication tool for every netizen, and it will be sent by strangers whenever it is opened. Although many netizens are afraid to open the email because of the influence of email virus, they can see the advertisement every time they enter the mailbox, which leaves a deep impression in their minds. We should write the title of the email vividly, so as to attract netizens to open the email and promote the product.
2. Marketing promotion of online music advertisements
The 22nd report of CNNIC shows that the utilization rate of online music is 84.5%, and the number of users is 265.438+400 million. With such a huge user team, it is undoubtedly a good choice to put advertisements on the pages of online music libraries.
3. Advertising is worshipped
The age of e era is generally younger, and stars with youthful vitality and personality sunshine will have a strong affinity for people. It is a good strategy to choose the stars admired in the e era as product image spokespersons. Can make the image of the product also deeply rooted in the hearts of the people.
4. Search engines
The application of search engine in network marketing is divided into the following points:
(1) Free login to the classified catalogue.
(2) Search engine optimization
(3) keyword advertising
(4) keyword ranking
(5) targeted advertising of web content
Link the mobile banking information website of CCB to the most famous search engines in the world, such as Yahoo, INFOSEEK, Sina, etc. , and conduct multi-channel search such as industry, product, enterprise name and region, so as to easily search your website;
Mobile banking is for users, not yourself. This is the most important lesson: your mobile banking is for your users, not for yourself. They use your bank for a purpose, and your job is to help them achieve these purposes. So, pay attention to what users need to do, not what you want to express. If you want to attract tourists, you must first meet their needs. The clearer the requirements, the more efficient your solution will be and the more visitors you will have.
The eighth experience of bank marketing (6) In order to thank the new and old customers who have been supporting the development of Zheshang Bank's e-banking business, Zheshang Bank successfully launched the foundation of E-Road's annual marketing activity last year, and this year launched a new annual marketing activity of e-banking.
E road follows Zhejiang businessmen, and E line develops with you.
(20xx65438+1October1June 65438+February 3 1)
With the best partner e road.
Participants: customers of Zheshang Bank's e-banking cooperation unit.
Evaluation criteria: In the single or comprehensive cooperation with Zheshang Bank's online banking, telephone banking, mobile banking, self-service equipment application, business card and co-branded card, acquiring market and other business development, the business development is among the best, and the comprehensive benefits are obvious. The whole bank has 20 employees.
Reward content: Zheshang Bank will offer a 60% discount on the handling fee of 20 14 accounts receivable transfer business (the cumulative maximum discount amount is 5,000 yuan).
E-way best participation award
Participants: customer operators of Zheshang Bank's enterprise online banking or POS equipment application unit.
Evaluation criteria: Zheshang Bank ranks 10 operators in terms of business volume and benefits respectively. This bank has 40 employees.
Contents of prizes: Each prize is worth one exquisite gift from 600 yuan.
Electronic ways with the best individual customers.
Participants: Personal online banking customers of Zheshang Bank.
Evaluation criteria: According to the ranking of e-banking points of Zheshang Bank's personal online banking customers, five points are selected from comprehensive points, transfer points, wealth management (including Yinjitong and online funds) points and e-commerce points respectively. The whole bank has 20 employees.
Contents of prizes: Each prize is worth one exquisite gift from 600 yuan.
Please visit the website of Zheshang Bank or call the telephone banking of Zheshang Bank (95 105665) and visit the branches of Zheshang Bank for consultation.
Banking marketing experience 8 (7) 1. smile
Smile is a sign of self-confidence, a silent language and a friendly message. The counter is the window of the bank. When we greet customers, smiling can bring us closer and create conditions for my next service and marketing.
Second, knowledge and skills.
There is a saying that the difference between people is actually the difference in learning potential. Due to the differences in personal quality, experience and training level, the service level is high or low. Therefore, through study and training, we should master the characteristics of various products and analyze the applicable people, and make personalized recommendations to customers, such as introducing local and foreign currency notice deposits, interest accrual, credit cards and other products to middle and high-end customers, and introducing local and foreign currency integration, debit cards and agency services to ordinary customers. Master the operational procedures of various businesses, improve their own potential to analyze and deal with problems, improve service quality, and enhance customer satisfaction and loyalty, so as to retain customers, win their trust and lay the foundation for further marketing.
Third, put yourself in other's shoes and strengthen communication.
It is necessary to establish the idea of "empathy", stand from the customer's point of view, think about what the customer thinks, worry about the customer's urgency, and strengthen communication. We should be the best listeners and listen carefully to the needs of customers. From the customer's point of view, timely put forward financial suggestions that meet the customer's interests, so as to realize real communication with customers, bring all-round services to customers, and let customers get more than expected needs.
The above points need to be accumulated in the usual work, and need to be trained and cultivated in the usual work. Because the bank has been transformed into a marketing type at present, marketing is the process and goal of our work day after day. Only by doing the above steps can our tellers do the last step of serving customers well.
Fourth, targeted and differentiated marketing.
The "28 Rule" in marketing tells us that x% of the profits of enterprises are created by x% of customers, while other x% of consumers only create x% of profits. How to tap high-quality customers, retain old customers and strive for new customers is a top priority. Banks have unique advantages. They have a lot of customer information. Market segmentation can be carried out according to the age, gender, occupation, income, education level and other conditions of customers, and differentiated convenient services and supporting services can be brought according to the different needs of different customers to achieve quality services.
When dealing with high-end customers or old customers, if you can take the initiative to greet customers and accurately address them as Mr. or Ms., so as to show your familiarity with customers and make them feel valued, then you can promote new products with the trend, and I believe you can get twice the result with half the effort. For another example, for new customers who come into contact with the bank for the first time, we should actively and enthusiastically introduce the types and methods of services, do a good job in customer financial management in time, do every business accurately and quickly, and leave a good impression on customers. Financial cards, credit cards and financial products can be launched. For large foreign exchange customers, or ask them if they live near our bank, try to do a good job of remittance. When someone opens an account, we should introduce the debit card carefully. In the process of handling, we should recommend our electronic products in time. When recommending electronic products, we should pay attention to two points:
First, for customers who have newly opened electronic products, don't just introduce how to use the products at the beginning, because they don't understand and have limited processing time, they will often refuse. Let them be interested in the products you recommend, such as online shopping, no need to pay the phone bill in the mobile hall, Taobao and so on. After you finish, tell him how to use it, or ask the lobby manager to explain it to him.
Second, grab an electronic product and run away. But as the lifeline of the bank-deposit, people can only be the mainstay. Only by satisfying every customer with our service, serving customers well and retaining customers with our service can we achieve the purpose of retaining deposits. Our counter staff should also learn to distinguish those high-quality customers in different places from those who may be future high-quality customers from the crowd. Of course, it is difficult to do this, because there are no rules to follow. Only through years of work and careful discovery can we gain some experience.
These are some experiences that I have tried my best to find about bank counter marketing through years of counter work as a counter worker.