Three steps of one-sentence marketing at the counter

Excellent sales skills are actually excellent language arts. It not only requires the keenness to understand people's hearts, but also the ability to shake the voices of customers. expressive ability. The following is a three-step selection of one-sentence marketing for everyone. You are welcome to read it.

In the process of branch transformation, although many tellers have gradually improved their awareness of referral and marketing after the introduction of the branch, the technique of "one sentence marketing" is still a bit stiff and even not refined enough. .

Although this problem seems simple, it is also a headache for many network managers. The teller's "one-sentence marketing" is a process from "solidification to rigidity, to refinement, and then to essence", which requires a lot of energy. To think of it simply as a marketing move misses its importance.

In addition, although various banks have been advocating broadening marketing channels and expanding customer groups through various external expansion, alliances, salons and other activities, in actual service marketing, the success of counter marketing The probability is greater, and customers have more trust in the tellers who handle business for them in the outlets. "One-sentence marketing" on the counter has its necessity, and the quality of "one-sentence marketing" also directly affects the performance level of outlets. Therefore, network managers must not take it lightly. Next, the author will start with three steps to introduce how to do "one-sentence marketing" on the counter.

The first step: Cultivate marketing awareness and set marketing equations

For bank branches that have just begun to implement branch transformation, tellers are not used to marketing, and their marketing awareness is not strong enough. Marketing tools and rhetoric are also unfamiliar. In order to do a good job in "one-sentence marketing" at the counter, tellers need to work hard to cultivate independent marketing awareness and adapt to counter marketing-related tools as soon as possible. This can be implemented from the following two aspects.

1. Familiar with the vocabulary and cultivate marketing awareness

① Familiar with the vocabulary

Tellers must first become familiar with the recommended cards and gradually develop the "one sentence" "Marketing" awareness, reference actions and words.

For example, "Hello, the business you handle will take about XX minutes. This is our bank's best-selling XX product. You can learn about it first." When saying "this", put the five fingers of your right hand together and point. Taika, when referring to "you", properly push the Taika in front of the customer, shifting the customer's attention to the product information, rather than to the teller handling the business. This can not only promote the products of bank branches, but also reduce the boring waiting time of customers, thus reducing the chance of customer complaints.

At the appropriate time, the teller can also ask the customer: "You must be very interested in our products. I will call the lobby manager to give you a detailed answer!" Generally, there are two situations. As a result, one is that the customer accepts the proposal, then joint marketing can be carried out to promptly guide the customers who have completed the business to other areas for the next step of service marketing; the other is that the customer politely refuses, in which case the teller can The secondary marketing card or promotional leaflet of the product is handed to the customer together with the receipt with both hands. This ensures that the customer can take the promotional materials home and read them.

The above is a reference for the actions and words used by tellers to implement "one-sentence marketing" at the counter. If you want to master this simple action and words well at this stage, you need to practice continuously and change the blunt words. The movements gradually become proficient and natural.

② Cultivate independent marketing awareness

In the process of cultivating marketing awareness, tellers can use morning meetings, evening meetings and other times to collectively practice the actions and words of tellers' "one-sentence marketing" , collective display, mutual supervision, and mutual correction, at the level of mechanical movements and words, so that employees dare to do actions and speak, and gradually cultivate these actions and words into their own unconscious actions.

Of course, even if the teller has made his movements and words unconscious, it is not enough. Some customers may also ask random related questions.

For example, for mobile banking, customers may randomly ask, "Is mobile transfer free? If I want to transfer to a rural credit union in another place, can I transfer it? When will the money arrive? Is there any fee?" and a series of other questions. Therefore, when faced with these common questions, tellers must be proficient in remembering the words and techniques of replying, and actively look for suitable marketing opportunities while providing services.

2. Set the marketing equation

In addition to common questions, customers sometimes also ask some very common questions, and tellers are usually busy handling business, which makes it difficult to Any further distraction will waste a valuable marketing opportunity. Therefore, the author here suggests that outlets can cooperate with teller marketing by setting up a "marketing equation". The marketing equation here refers to "a product, a set of words, and a set of tools."

　①A product

To a large extent, the most important thing in marketing is to recommend the right product, and there should not be too many product choices. Just one is enough, otherwise it will Customer choice creates confusion. When choosing, it is best to pay attention to combining it with the planning and design of the hall theme marketing plan; after making the choice, clearly analyze the characteristics of the product, including the product’s target audience, handling conditions, product introduction, product functions (financial and non-financial) function), product usage, precautions, etc.

In specific analysis, the SWOT method can be used to analyze the advantages and disadvantages of this type of product: S - the advantages of the product in terms of management, cost, operation, income, etc.; W - the The disadvantages of the product in the above aspects; O - the opportunities for survival and development of the product under changes in the external environment (such as interest rate liberalization, Internet finance, etc.); T - the opportunities for survival and development of the product under changes in the external environment, especially in the face of changes in the external environment. Challenges faced by this product in the face of competition from other similar products.

　②A set of words

After fully understanding the characteristics of the product, it is necessary to formulate corresponding words for product introduction and words for handling possible objections (anticipated objections Processing can be summarized and answered through brainstorming), and then these words are streamlined and the core words are extracted.

　③A set of tools

After refining these words, the most important thing is to write them all on the back of the Taiwan card, using the Taiwan card as a marketing tool to facilitate the tellers to read , assisting teller marketing. When a customer asks a question, the teller does not need to think too much. He only needs to look for the answer on the back of the debit card and read it out.

Of course, the branch can also add some assessments, competitions and other links, such as organizing the branch’s “best talker event”, where employees design words that are adopted by other branches and counter marketing related The number of products is the corresponding assessment basis, and the evaluation is carried out on a monthly basis according to the planning cycle of the hall theme marketing plan, actively promoting the divergent thinking of the staff and proactively implementing counter marketing.

Step 2: Develop marketing techniques that focus on customer characteristics

Many times, when branches add some supervision or assessment mechanisms, many bank tellers can be proactive through the above methods. Recommendation, the effect was remarkable at first, but as the supervisor's supervision gradually relaxed, it was difficult for tellers to persist, especially now that most of the new bank clerks are born in the 80s and 90s, and often flaunt themselves with personalization and liberalization. Using some fixed, standardized, and devoid of novelty supervision methods to require bank employees to make passive recommendations cannot meet customer needs; in addition, customers are constantly growing, and we have seen too many banks doing over-the-counter marketing. If we do not break through the original model, Will definitely be eliminated.

So in this situation, what kind of marketing methods and words do customers need? The author believes that marketing methods that directly address customers’ pain points and words that cater to customers’ personality characteristics are the best marketing methods.

1. Marketing methods that directly address customer pain points

Marketing methods that directly address customer pain points refer to providing solutions to the issues that customers are most concerned about and in line with their own interests, and using product marketing as a A solution for your customers’ lives.

There is this sentence in Boston's "Perfect Retail Bank 2020": "In the past, products were relatively middle and back-office functions in financial institutions, emphasizing security and professionalism, but future financial products will be deeply integrated with customers' lives. Cutting into the pain points of customers’ lives and embedding them into daily applications.” It can be seen that the marketing method that today’s customers are willing to accept is no longer based on factors such as whether it charges fees, but the benefits that this product can bring to them.

Since every customer has different needs, each product should have a corresponding solution idea. This may involve too much on how the account manager maintains and taps customers, but in all employees In the context of marketing, tellers should also seize various opportunities to provide customers with realistic solutions through products. For example, when customers wait for too long and have high requirements for quick processing, tellers can appropriately handle the business. Remind customers that they can apply for mobile banking, online banking and other products, and solve customer problems through electronic channels.

Reference words: "Hello Mr.

　2. Marketing methods that cater to customers' personality characteristics

Since each customer's growth environment will show different personality characteristics, different customers will have different ways of understanding the same sentence. Therefore, when marketing at the counter, tellers must be good at grasping the personality characteristics of customers and expressing them in a way that customers like, so as to achieve twice the result with half the effort. For example, some customers tend to be very entangled when making decisions, so tellers must dare to help customers make decisions forcefully; while some customers have strong autonomy in making decisions. When facing such customers, tellers must Suggestions should be made tactfully and actively guide them to make appropriate decisions. ;