Credit card marketing is the best.

This is a "psychological war". Customers make advertisements for their favorite credit cards, and their affinity has won people's favor. This is an "experience card". In the era of information explosion, target customers enjoy the process, and its participation has won public praise.

"Heart for the people, one card gives birth to feelings" is a slogan created by an advertising designer from Guangzhou for Minsheng Bank's credit card. He wrote in his submission: "Between the people and the people's livelihood, our trust begins with cards!"

This is just a vivid case of tens of thousands of submissions in the credit card advertising war of Minsheng Bank.

On the morning of June 7, 2005, Sina. Com and the major media simultaneously released the news that China Minsheng Bank paid heavily for credit card advertisements. As a result, Minsheng Bank Credit Card Center launched a warm-up marketing campaign.

Publicly solicit advertising language and create new marketing.

On June 16, the credit card of Minsheng Bank, which has been brewing for two years, was officially unveiled. Compared with other domestic credit card products, it has made breakthroughs in international standards, product functions, preferential conditions and value-added services. Among them, high aviation accident insurance, national 24-hour car rescue, gold card personal lawyer and many other intimate services have made it a highlight of the recent financial market.

So far, except Huaxia Bank, all major domestic commercial banks have issued credit cards. Relevant data show that up to now, China's credit card circulation has exceeded 654.38+million, with an annual growth rate of over 654.38+000%.

In addition to working hard on the product itself, banks have also tried their best in credit card marketing. Therefore, the current credit card marketing activities can be described as very lively. Minsheng Bank's credit card was listed late, but how to achieve "first come, first served"?

Pushing marketing activities forward is one of the innovations of this activity. Compared with the marketing methods generally adopted by many domestic banks, such as courtesy and annual fee exemption, Minsheng Bank launched "credit card advertising reward" to advance the marketing activities before issuing cards. It is estimated that more than 30,000 people will participate in this activity, and I believe that most of them will become loyal users of Minsheng Credit Card.

Service marketing, striving for perfection, is another "bright spot" of this activity. This is a "psychological war". Customers make advertisements for their favorite credit cards, and their affinity has won people's favor. This is an "experience card". In the era of information explosion, target customers enjoy the process, and its participation has won public praise.

Mr. Yang Ke, general manager of China Minsheng Bank Credit Card Center, said that for credit card issuers, no matter what marketing means they adopt, they are actually striving for customer resources, hoping to gain customers' recognition and provide customers with more diversified services on this basis.

Enhance customer relationship and enhance people's livelihood brand.

The number of incident responders was unexpected. During the nine days, more than 2,000 people participated in this activity in various ways every day. * * * More than 27,000 people submitted advertisements online, more than 3,000 people submitted advertisements through the mail system, and there were nearly 1000 letters and faxes.

The creators can be said to come from all corners of the country. They come from more than 20 provinces, municipalities and autonomous regions in China, from big cities such as Beijing, Shanghai, Guangzhou and Shenzhen to remote small towns such as Mengla County in Yunnan Province, Dingxi in Gansu Province and Qishi in Heilongjiang Province. They include people engaged in finance, advertising and IT industries, as well as national civil servants, soldiers, students, teachers and company managers.

Many people not only created advertising slogans, but also wrote down their feelings about the event. Zhao Hongxing, a company employee from Guangzhou, wrote in poetic language: "Over the years, there has been a little bit of people's livelihood. Every credit card embodies the wisdom and hard work of people's livelihood, and is also full of gratitude and care for users. This activity is very humanized. "

Deep participation and allowing consumers to participate in the brand creation of credit cards is a move for Minsheng Credit Card to enter this highly competitive market. Yang Ke said: "The event caused such a warm response in the market and customers, first of all, thanks to Minsheng Bank's long-term adherence to the customer-centric and people-oriented business philosophy. While striving for the number of customer resources, this marketing method of attracting customers to participate and interact with customers will greatly win the recognition and trust of customers, thus improving the quality of customer resources of Minsheng Credit Card. "

As a modern financial tool, credit card is gradually accepted by more and more people because of its convenience, fashion and safety. With the development of China's market economy, the improvement of people's living standards and the continuous improvement of credit card environment, the credit card market contains broad development space. However, with the commercial banks issuing their own brand credit cards in succession, how to make China's CITIC credit cards stand out in the fierce competition market has become an urgent concern for credit card marketers in China. The following is my credit card marketing work for two months.

As a credit card marketer, you should have confidence, patience and perseverance, master a series of marketing skills, establish the consciousness of "service marketing", and go to the market in a planned and step-by-step manner.

First, grasp the product, be familiar with the function of credit card and analyze it from the customer's point of view. What can he bring with our CITIC Credit Card? According to our current promotion policy of CITIC Credit Card, we can provide customers with convenience for daily shopping and consumption, and at the same time, we can enjoy the efficient and high-quality service of CITIC Industrial Bank, plus two free insurances given by our credit card. I think as long as we guide patiently, most customers will not refuse. Only by fully understanding and mastering the professional knowledge of credit cards can we have the confidence to go to the market.

2. Target customer orientation: At present, the Fuzhou market (especially Class A customers) has some negative effects on our CITIC card due to some illegal operations of CITIC credit card outsourcing agents in the early stage. Therefore, at present, I mainly take the group development for Class B customers (large local state-owned enterprises) and actively promote them to Class A customers.

Third, face-to-face marketing with customers: at this time, we need certain marketing skills, which are constantly summarized and improved in our work. First of all, when visiting customers, you need an attractive and tempting opening statement, and a reason why customers are willing to communicate with you. Of course, for different types of customers, there must be different opening remarks on different occasions. When customers are willing to communicate with you, it is best to find a breakthrough among people in the company (people with popularity and certain power) (such people are usually potential customers who operate our CITIC credit card gold card, and tell him our current CITIC credit card policy. As long as the company purchases more than 30 pieces for the first time, it can apply for gold and platinum cards for the first year. ) I hope I can use his influence to help us market, and get twice the result with half the effort. Of course, I can't expect him to help you promote credit cards. When the breakthrough is opened, I must be good at analyzing the customer's psychology, make good use of the overall effect and follow the trend. Most customers have a mentality. When customers apply for a credit card for the first time, their psychology is still the same. Could it just be my impulse? "At this time, he usually encourages other colleagues to apply for cards, because he feels that only the more people who apply for cards can prove that his choice is correct. When this card-handling atmosphere is provoked, he must seize the opportunity, act decisively, shorten the customer's consideration period, and strive for the company to handle cards in a large area. When the company's promotion work is over, he will recommend them by the way, so that our customer resources will not be exhausted.

Fourth, in the marketing process, we often meet some customers with different degrees of rejection. At this time, we need to make the most agile response to the customer's refusal, constantly sum up in our daily work, be aware of it, calmly deal with it, and make effective refusal handling. Here are some common customer rejections and their solutions:

(1) "I have several bank credit cards on me and don't want to get another one." This kind of customers usually have high income and stable jobs, which is the goal of banks' efforts and they also know more about the practicality of credit cards.

Response: We should highlight the comparative advantages of CITIC Card in our bank compared with other bank credit cards. For example, we have the longest interest-free period, the most favorable points, and double points in the birthday month. We can shop in interest-free installments in Gome, and we can successfully get two insurances when we get a card. At the same time, our application is simple, efficient and thoughtful. "Without adding any burden to you, wouldn't it be nice for us to help you get a Zhang Zhongxin credit card for free and let you choose one more card?"

(2) "I usually only use cash, and I don't need a card." Such customers should pay attention to the safety and convenience of credit cards and encourage customers to develop the habit of spending by credit card.

Response: "Wouldn't it be nice to have our CITIC Credit Card, bring you a convenient and fast lifestyle, and enjoy the bonus points, free insurance and excellent service of CITIC Bank?"

(3) "There are too few CITIC outlets in your bank, which makes repayment inconvenient"

Response: "It is true that we have fewer CITIC outlets at present, but we are constantly expanding outlets. At present, there are twelve repayment methods. For example, you can apply for a Licaibao card for automatic repayment. When you swipe your card with a credit card, our wealth management treasure will automatically repay it on the last day of your credit card. You can earn points by using credit card overdraft consumption first, and earn interest on wealth management treasure here, without worrying about missing the final repayment period. Isn't this killing two birds with one stone? At the same time, we will send you a statement every month, so that you can clearly understand your consumption and keep abreast of your financial revenue and expenditure. "

To sum up, I personally feel that no matter what kind of customer, no matter how many credit cards he has, as long as he has not handled our CITIC credit card, he is our target customer. As long as we highlight the advantages of our CITIC credit card, grasp the latest trends of credit cards in commercial banks and guide them correctly, we may become the service targets of our CITIC credit card.

Fifth, improve after-sales maintenance, build the corporate image and good personal image of CITIC Industrial Bank, and learn from the lessons that the credit card outsourcing agent did not do after-sales in the early stage, which caused the corporate image to be damaged. As credit card marketers of CITIC, we have the responsibility to maintain the healthy development of the market, highlight our "service marketing", encourage customers to open cards for consumption, and let customers truly experience the process of credit card from rejection-approval-feeling-enjoyment. At the same time, we will take this opportunity to promote other financial products business of CITIC brand and promote the secondary development of our credit card business.

The above is a summary of my experience in these two months. At the same time, I also found some shortcomings in the marketing process, such as the lack of financial expertise. I think I will learn to contact other financial products of our bank while promoting credit cards in the next step, so as to better realize cross-marketing.

How to sell credit cards to customers

First, selling credit cards is selling yourself. A good beginning is half the battle. Please remember:

1. Successful people are always looking for ways. People who fail are always looking for excuses.

There is nothing impossible in the world, only people who can't do it.

3. Sales begin with rejection. Prepare the solution in advance! .

Second, the credit card sales process

1. Introduction

Explore demand

Explain the benefits

Resolve objections

Step 5 clinch a deal

6. Demand customer recommendation

Three, the seven points of successful credit card marketing:

1.

Good attitude, warm and generous.

2.

Go to work on time

3.

get ready

4.

Do it every minute.

5.

Keep a good attitude and make reasonable adjustments.

6.

Keep a clear head

7.

Control language

Four, the six responsibilities of marketers!

1

Proactive and earnest working attitude.

2

Good learning attitude

three

Learn marketing methods and deeply understand its significance.

four

Understand the implementation of the average method

five

Actively cooperate with supervisors and management.

six

Obey the arrangement of the company

Your selling point and his demand point are success. Many purchases are irrational and based on emotions.

Seek the slogan of short-term incentive activities of credit card marketing team. Similarly, don't eat or sleep, cheer up and make money. A little blood, a little wolf.

Competing for the deer is the first genus in the ages.

2. Golden September, more accumulation, I pay the bill, I am happy, oh yeah.

What the company can do with me. (Team name), always strive for the first place!

4. I am the strongest in opening up the market; (Team name), I'm crazy about singles!

5. Who is the peak team? Who is the combination of the vertical arrow (team name) and the hard sprint!

6. Hey, the performance is shaky! (Team name), come on!

7. If two cows are neck and neck, they will dominate the pack, (team name)! Come on!

8. (team name), never give up, create more glory and swear to win the first place.

9. (Team Name), Happy, Excellent in September, Strive for the Top.

10. (Department name) Starting from the first order, unite for the first place.

1 1. Go beyond yourself and dream! Self-improvement and entrepreneurship, gathering talents; Marketing the world, I am the only one.

12. failures and setbacks are only temporary, and success is not far away!

13. Success is by no means easy, we must redouble our efforts!

14. Manage customers, increase return visits, be professional, and put customers first!

15. Pay today, reap tomorrow, go all out and have a brilliant career!

16. Don't eat or sleep, cheer up and make money!

17. Because we are destined to be together, success depends on everyone's efforts!

18. Believe in yourself and your partner!

19. Clear goals, unswerving, rewarding efforts and sustainable management!

20. Because of self-confidence, you succeed!

2 1. Make a little progress every day.

22. Sell one hundred dollars more every day!

23. Go all out and challenge for success!

24. Seeing one more customer will give you one more chance!

25. Making money depends on everyone, making you happy, me and him.

26. (company name) is the strongest in ten years, (department name) Shanghai is king 7, the year of the tiger is new, and (company name) is the strongest in ten years. I'm crazy to ask who can compare with me.

Credit card marketing plan

1. The essence of credit card selling point

The essence of credit card is borrowing and spending, which is the main selling point of credit card. Major banks have launched various themes in a targeted manner, and all kinds of added value and services can only be icing on the cake, not a timely help.

Personal summary The selling points of credit cards can be mainly divided into two categories:

(1) fund transfer

In life, many people may buy large items with cash, resulting in insufficient capital flow and unnecessary troubles, and credit cards can solve this problem.

(2) Overdraft consumption

In some consumer places, when individual prices are relatively expensive and cash on hand is temporarily insufficient, overdraft consumption can meet the shopping needs of buyers.

2. Target customers of credit cards

According to some relevant information of online search and my understanding of credit card products, the target customers of credit cards are mainly young fashionistas, middle-aged business people and government officials.

The similarity between the two is that credit card consumption is based on a certain stable income.

According to the analysis of the consumption characteristics of this target group, it has the following characteristics:

Impulse spending

This is more obvious among young fashion people. Young and fashionable men and women are willing to pay a certain fee for their pursuit of trends and curiosity and their attempts at new things. Moreover, the consumption concept of young people is much ahead of their elders, and the consumption of such people has the characteristics of impulsive consumption. Although the things you buy are not necessarily necessary expenses, you are still willing to spend by credit card based on your perceptual knowledge of the goods.

Vanity consumption

Credit card is a symbol of good reputation. Having a credit card shows that the cardholder has been recognized by the bank in terms of credit. In front of friends or relatives, there is a kind of vanity subconscious inside, and of course, other convenience factors obtained by using credit cards are not excluded.

(3) Rational consumption

In view of the fact that buying large items in cash will crowd out the funds on hand, resulting in insufficient expenses after shopping, it is cost-effective to pay by installment with credit cards. Although some procedures are needed, it is cost-effective to exchange less funds for long-term loose conditions for the use of funds. Using credit card to pay by installments shows that the cardholder has a certain rational consumption tendency.

(d) Long-term consumption

If you use a credit card, you can adjust the overdraft limit according to the consumption record, which reflects the good reputation of the card owner in the bank and can provide certain convenience for buying a house and a car with a loan in the future.

3. Marketing methods of credit cards

Community marketing

Community marketing has a certain theme marketing nature. Through the promotion in residential areas where target customers are concentrated or commercial places with large traffic, the attention of potential customers can be attracted to the maximum extent, and the requirements for transaction can be put forward.

(2) Sweep the floor

As the most common way to visit strange customers, floor sweeping plays an important role in finding strange potential customers despite its heavy workload. Especially after winning the key tasks of various companies in commercial office buildings, it has a good effect on sorting out credit cards.

(3) Introduction of acquaintances

Acquaintance introduction is the most successful method in credit card marketing. China's characteristic interpersonal relationship is very helpful to marketing. With the help of strangers to become regular customers or their relatives and friends, it is conducive to viral promotion. The premise is that you have done a good job in customer maintenance.

Four. Credit card sales process

According to the process summary of finding and marketing credit cards from customers, the sales process of credit cards is summarized as follows:

Put forward the demand (15%)- answer the question (40%)- put forward the transaction (20%)- handle the business (5%)- maintain the customer situation (20%).

We can see which steps are important by assigning weight to each link by percentage.

(1) Demand: There are two situations.

First, if the customer asks for the card on his own initiative, it means that the customer has a certain initial understanding of the credit card. What salespeople have to do is try their best to answer customers' other questions about credit card products, so that customers who take the initiative to come to the door are more likely to win.

Second, if the salesperson actively goes out to find potential customers. In this case, the customer did not reflect the clear needs. It is necessary to draw out the potential needs of customers through hints and other methods. The revolving sales method can be used here.

S: Through the inquiry, we can know the current capital usage of the customer, such as where the main expenditure of one month is spent.

P: Find out some problems in customers' daily consumption, such as deficit, savings and financial management.

I: strengthening. It was necessary to spend cash to buy it for consumption, but it was temporarily impossible and I gave it up.

N: The way to solve this kind of problem is to handle and use credit cards reasonably, and solve the problems caused by cash expenditure and large consumption through credit cards.

(2) Answer questions

This part is the most important part of credit card promotion. This is also the professional side of the sales staff of Warrior Bank. For colleagues who answer customers' related questions, it is helpful to provide explanations of credit card related rules and personal use suggestions.

For example: 1. If the longest interest-free period is optimally utilized,

2. The difference between installment payment and minimum repayment amount, explain the rules and put forward personal suggestions.

3. According to the actual situation of previous customers, recommend the corresponding credit card products. For example, customers often buy online, which can promote Bank of China Taobao Credit Card. The most important thing here is to choose the appropriate added value for customers.

4. Provide customers with reasonable use of credit cards according to their own understanding.

In short, different groups of people face different P's, and female consumers have the characteristics of impulsive consumption when shopping, and their favorite products are afraid of being too late to buy or out of date. In addition to certain impulsive consumption characteristics, male consumers are more of a vanity. Middle-aged consumers should be a little more rational when spending on credit cards, and can focus on the selling point of the amount of money occupied by installment payment.

(3) Proposed transaction

After the previous steps, the customer has a good idea about whether to apply for a credit card. At this time, it is necessary to close the deal in time and seize the customer. The words at this stage are very particular:

1. Customer silence

The customer's silence indicates that it is still in the process of weighing, and it is necessary to add fuel to the fire in time.

The customer tactfully refused.

Find out the real reason for the refusal. Some of them mainly include the following questions:

(1) disagrees with the value of early consumption.

(2) It is too much trouble to go through the formalities.

(3) Dissatisfied with the overdraft amount.

(4) think that the annual fee charged by credit card is too high.

(5) Other credit cards have been processed.

The above five reasons are common words that customers refuse, so we should make full preparations in advance and put forward solutions when encountering corresponding feedback.

(4) Customer maintenance

The credit card has been processed, and the whole sales process is not over yet. Customer introduction is the most efficient marketing method, so it is very necessary to do customer maintenance well.

From the customer's point of view, it is very important to provide quality service from the intention of handling credit cards. When you apply for a credit card, you need to fill out some forms. Sometimes customers get into trouble first. At this time, the salesperson only needs to let the customer fill in a few key places on the form, such as the applicant's signature, and the rest of the relatively unimportant information can be filled in by the salesperson. This saves customers' time and improves sales efficiency.

Even after the credit card is processed, it needs to be followed up in time. Contact the customer by phone, ask if you have received the credit card and the use situation, and solve any questions in time. Thank the customer for handling the credit card, and hope to have more communication opportunities in the future. Serving existing customers well is very helpful for developing new customers through them in the future.

Verb (abbreviation of verb) sales inquiry

1. I usually only use cash instead of credit card.

This rejection actually subconsciously reflects that customers do not have a clear understanding of credit card products. It is only through many rumors that many people have become "card slaves" because of the abuse of credit cards. Its essence is the pursuit of the traditional values of "living within our means" and the incomprehension of advanced consumption and overdraft consumption.

Changing consumers' minds is the most costly and the least effective, so salespeople should not pester customers at this point, just simply explain that the main function of credit cards is not to spend in advance and overdraw, but to use cash turnover, and simply illustrate the situation about cash turnover with examples. This kind of customers' consumption concept is conservative, so they also pay attention to the cost of capital expenditure. By talking about the use of credit cards, we can alleviate a series of problems caused by the shortage of funds, and I believe there will be some improvement.

The repayment procedure is too troublesome.

Potential customers think that credit card repayment needs to be handled at the counter, but at present, the integration of many bank outlets leads to more people handling business and low efficiency, which makes customers feel dissatisfied. At this time, it is only necessary to point out that credit card repayment can be made on any day during the interest-free period, and ATM can repay, and debit cards can be repaid automatically as long as they are linked to credit cards, without going to the counter, which is convenient and concise.

I have applied for a credit card from another bank.

This may be a dodge or a fact. At this time, it is necessary for the sales staff to ask what bank's credit card the customer has applied for, how long the longest interest-free period is, how much the quota is, how about the additional services, and publicize the advantages of their credit cards in a targeted manner. At the same time, customers can be informed that it won't cost much to run an extra credit card, but they can use multiple credit cards to transfer money to each other. Pay attention to take advantage of our credit card to divert customers' attention.

4. whether to charge an annual fee, the fee is too expensive, etc.

As for the annual fee, tell customers that as long as they swipe their cards within one year, they can avoid the annual fee, regardless of the amount and frequency. I believe that customers' concerns are untenable. Other expenses, inform the customer of the handling fee of the bank credit card and other expenses. By comparison, it shows that using bank's credit card can make customers' cost lower.

Abstract of intransitive verbs

To sum up, the development of credit cards in China market has just started, and many people's ideas have not changed, so it is inevitable that they will encounter various obstacles in the process of promotion. China people are smart people, so they should stand on the customer's point of view when promoting and explain the cost reduction brought by using credit cards. This needs to be based on a full understanding of our own products and those of other competitors.

Moreover, in the method of finding potential customers, it is very flexible and not limited to inherent thinking. Look around, the pedestrians on the street are all your potential customers. The key is to find a scientific classification standard, and then make a reasonable promotion and access method according to this standard.

So much for the introduction of credit card marketing title.