Improve mental skills, master technology and form a system.
Project background
"Bringing in and going out" has become the main trend of bank marketing, while extended marketing and grid precision marketing have become the mainstream trend of bank marketing. However, in the process of banks actively going out, various problems gradually emerged:
Focus on blind marketing, ignoring the characteristics of customers and the needs of stakeholders, leading to customer disgust.
Catering to customers is not to meet their needs, but to agree to their various requirements blindly.
Will not analyze customer characteristics, will not integrate resources to meet customers' non-financial needs.
In a word, the outward marketing aimed at blind sales has not greatly improved customer satisfaction and customer stickiness, failed to realize the benign development of the long-term interests of banks, and produced rebellious psychology and effects among customer groups. Starting from these problems, based on the benign development of the relationship between banks and customers and the rapid development of bank benefits, the Bank Outreach Marketing 4.0 project focuses on customer analysis and customer needs, relies on outlets, accurately locates high-quality customers, and realizes the * * * win-win and * * * common development of banks and customers.
Project objectives
Cultivate a set of ideas: integrate resources and create a win-win situation with customers.
Learn a set of methods: analyze requirements, tap requirements, create solutions, and communicate solutions.
Master a set of tools: customer grid analysis, marketing planning, review and summary.
Project model system: (online) pre-training knowledge and materials preparation (offline) 6 days and 4 nights training (full version) solidification.
Project features:
characteristic
Detailed comment
precise
According to the characteristics of the bank's target customers, formulate accurate marketing and service plans.
system
Form a complete system before, during and after training to ensure the scientific marketing model is solidified and coordinated.
chain-reacting
Online and offline linkage, linkage of banks, institutions and master trainers to ensure the efficient landing of the project.
Gong Chuang
Students and customers * * * create a win-win situation, and lecturers, teaching assistants and banks * * * create * * common development.
Participants: bank account managers, tellers, lobby managers and other business marketing related personnel.
Teaching method: flip the classroom/action learning: the lecturer teaches group discussion, brainstorming and sand table simulation video to discuss the town meeting.
Project stage:
serial number
stage
content
one
Online sharing
Before the implementation of the project, the lecturer will share relevant knowledge points online through WeChat, and students will preview.
2
Offline preparation
Students collect customer information according to the requirements of knowledge points.
three
planning scheme
Design and plan the project plan and schedule on site.
four
Node drilling
Conduct field drills on key nodes in the marketing process: mining demand and handling objections.
five
Field execution
Conduct field operation according to the planned marketing model and test the planned results.
six
abstract
Compare the planning results with the on-site implementation results, summarize and reflect, and optimize the marketing model.
seven
Rapid curing
Summarize the marketing model and form the marketing model results for different customer groups.
eight
Forming efficiency
Supervise and guide the continuous use of marketing model to create benefits for banks.
Knowledge points and drill points involved in the project:
Opening: team up, take the oath, and group PK.
First of all, improve mental skills: positioning the relationship with customers.
1.
1) too eager to do business, blindly promote their own products.
2) blindly accommodate customers and promise their unreasonable demands (customers will be insatiable if they don't cherish good things).
2. Correct role positioning.
1) You are the client's consultant, providing the professional services he needs (what others can't do is precious).
2) You are the spokesperson of the company, not the mouthpiece of the customer.
3) You create value for customers, and customers repay the company through continuous purchase and recommended purchase.
3. Three stages of marketing: marketing yourself, marketing companies and marketing products and services.
4. Go to consult marketing.
Second, marketing preparation
1. Make full preparations and don't give customers a chance to regret.
2. Hardware preparation: prepare small arms for use.
3. Software preparation:
1) Various methods and technologies
4. Preparation at ordinary times: Develop good habits.
5. Temporary preparation: collect customer cases of the same scale as the customer industry.
Third, make an appointment with customers and tap them.
Family needs
1. Realistic problem: It is said that customers should meet their needs, but sometimes customers don't know what they need, let alone me. What should I do?
2. Solution: Explore customer needs.
3. Booking customers by phone: Start with compliments.
Telemarketing exercise: make an appointment with customers by phone (make an appointment to meet; Make an appointment to participate in salon activities; Appointment meeting marketing)
4. Four actions to tap customer demand:
Tell me about the current situation (for customers who refuse to pay for marketing)
Find the problem (go straight to the customer's heart)
Attract attention (arouse the fear of customers)
Solve problems (dispel customers' fears)
Exercise: How will you tap the needs of customers?
Four. Product and service plan
1. Realistic problem: the product is very good, and customers agree with it, but they just don't pay the bill. What happened?
2. Countermeasures: Selling the interests of the buyer
3. FABE rule of product introduction
1) Features and features Examples: Describe the features of specific products or services.
2) Advantages and examples of advantages: explain the advantages of specific products or services.
3) Benefits and benefits examples: explain the benefits of specific products or services.
4) Evidence is more convincing than what you say: examples and logical proofs.
5) Effective structure: "Because (features) have (advantages) and are good for you (benefits),
6) look (evidence) ".
Practice: How to show and promote your products and services to customers?
4. Realistic problem: How to introduce and evaluate competitors' products and services?
5. Countermeasures: Our competitors' products (good services) are more suitable for you because
Practical exercise: How to stand out from competitors' products (or services)?
6. Design a comprehensive service plan for customers.
Verbs (short for verb) handle customer objections.
1. Realistic problem: customers often find fault for no reason. What should I do?
2, thinking: suspect that the goods are buyers.
3. Six steps of objection handling: listening-pause-praise-restatement-handling-confirmation of satisfaction.
4. Objection handling method: ignoring the law, "Yes? If? " Deng Fa
Practical exercise: how to deal with the objections of difficult customers?
6. Identify trading signals and promote trading.
1. In response to the question: I am often not sure when I can get the customer to sign the bill. Afraid of customers refusing early, and afraid of cooked ducks flying late?
2. Countermeasures: Use the customer's fainting to facilitate the transaction (inspired by the word "marriage")
3. Identification of turn-off signal (details: language signal, expression signal and action signal)
Exercise: What message do these customer signals convey? How to deal with it?
4. Trading is not friendship: don't forget to fight for the next chance.
5. Last resort: comeback
Deal with the relationship after the transaction: don't let the customer regret it, let the customer help you develop the customer.
Grouping planning
First, the goal planning of each group
Second, the target competition, questioning
Three, each team team * * *, make an action plan.
4. Each group reports the action plan and accepts questions.
Five, each group of targets on the wall, the oath.
Landing implementation
Going out-expanding marketing: streets, administrative districts (schools, hospitals, institutions, etc. ), business district, park, agricultural district.
Different marketing models and targeted marketing products are needed for different customers, such as:
client base
marketing model
Target product example
sowntown
Door-to-door, the * * * wins the * * * marketing of mall management.
POS, credit granting, collective code scanning
community
Community promotion activities, square dance organizers, schools * * * win * * * create marketing.
Fixed-term, wealth management and consumer loans
rural areas
Farmers visit relocated households, and village branch committees win * * * to create marketing.
Term, operating loan, financial management
The area of the garden/park
Industrial chain supply chain analysis, comprehensive financial scheme, CMC wins * * * innovation.
Mortgage revolving loan to pay wages and so on.
Administrative area
Publicity by schools, hospitals and party and government organs, and cooperation by trade unions and offices.
Credit card consumption, loan financing, etc.
First of all, the morning meeting
1, morning meeting, group image display, planning and arrangement
2, group PK publicity
3. Communication of important matters
Second, the ground execution-during the day
Each group implements the marketing plan according to the marketing plan formulated by its own group outlets. Use actual performance PK. Mentors follow, communicate, coach and improve in coaching mode.
1, customer communication and follow-up counseling
2. Follow-up consultation on conference marketing
3. Follow-up and guidance of marketing strategy
Third, resume the summary of games and skill strengthening exercises every night.
1, report the situation in groups
2.PK cashing
3. Students share and present classic cases.
4. Teach and practice specific marketing skills for key target customers (six regions) in daytime marketing, including:
For rural areas: appointment, negotiation and cooperation scheme design of village party secretary.
Park: Appointment, negotiation and cooperation scheme design of the park management committee.
For administrative districts: make an appointment and negotiate with the heads of schools, hospitals, offices or trade unions.
4, lecturer summary
5. Review points
Double check summary
First, the basic principle, function and method of the right of restoration.
Second, each group of re-offers:
1. View target
2. Evaluation results
3. Summarize the reasons and laws
4. Improve actions and clarify rewards and punishments.
Third, the tutor's summary
Fourth, the project review
Verb (abbreviation for verb) leaders sum up and reward.
Continuous efficiency improvement
Internal supervision, guiding students to apply the solidified scientific marketing model to daily marketing work, and constantly creating benefits for banks. At the same time, find new problems in the marketing process, guide students and customers to create a win-win situation, explore new models and cooperation methods, and achieve a win-win and sustainable development.
Yang Laoshi Bank Marketing Management Expert
professional qualifications
Practical expert in innovative marketing management of banks 13 years experience in bank training services.
Vice President of Jiangxi Trainers Association
Professor Shuo, Associate Professor, School of Finance and Finance, Jiangxi Normal University.
Visiting Professor of China Industrial and Commercial Bank Training Center
Lecturer of characteristic courses in famous universities such as Shandong University and Southwestern University of Finance and Economics.
Doctor of Management, Tongji University
Shanghai jiaotong university MBA
Invited experts in the column of cutting-edge lectures and lecturers
Related Questions and Answers: Bank Marketing Case Story Bank Marketing Case Story
Chapter one: Short stories of bank marketing cases.
Bank marketing story model: mba marketing story 1, two small shops selling porridge.
There are two small shops selling porridge. The one on the left is almost the same as the one on the right, and there are endless customers and people coming in and out. However, at night, the one on the left is always more than the one on the right 100 yuan, almost every day.
So, I walked into the porridge shop on the right. The waitress greeted me with a smile and gave me a bowl of porridge. Ask me: Do you want eggs? I said add. So she added an egg to me.
Every time a customer comes in, the waiter will ask: Do you want eggs? Some said that they would add, and some said that they would not add, each accounting for about 50%.
I approached the small shop on the left again. The waitress greeted me with a smile and gave me a bowl of porridge. Ask me: one egg or two eggs? I smiled and said, add one.
Another customer came in, and the waiter asked, One egg or two eggs? If you like to eat more, add two, and if you don't like to eat, add one. There are also requirements that are not added, but few. At the end of the day, the small shop on the left will sell many more eggs than the one on the right.
Marketing enlightenment:
Leave room for others, but also strive for as much territory as possible for yourself. Only in this way can we win quietly. Marketing is not only a matter of methods, but also an understanding of consumer psychology.
2. The white goose was arrested
White geese often gather by the lake, and many white geese often choose suitable places to live there. It seems that the marketing enlightenment of this smile: marketing enlightenment: smile is a world language without translation, conveying kindness, friendliness and pleasure. In fact, Xiao Yang and Bai Liang talked about this situation today, and Bai Liang was very excited to win this relationship with Huasheng boss.
Related Q&A: What are the classic marketing cases? Classic case one
Nickname bottle marketing of the century-old brand "Coca Cola"
Coca-Cola modified the original packaging according to the characteristics of users. Materializing the behavior that people like to label on social media offline has aroused the enthusiastic pursuit of consumers.
After users get the Coca-Cola nickname bottle, they will continue to spread it twice, forming a viral marketing effect. The viral spread and the continuous attraction of content cater to the public's preferences, which together contributed to the popularity of "Coca-Cola nickname bottle".
Of course, the success of "Coca-Cola nickname bottle" is actually largely due to the slow response of opponents.
Taking advantage of the weakness of showing off in human nature, Coca-Cola uses the cost advantage to let consumers get the capital to show off and spontaneously increase its information flow, which can be said to be very tricky.
However, when nicknames were actually printed on coke bottles and began to be sold in large quantities, the advantage of scarce information accumulated before disappeared. Everyone can have a labeled product. Having a nickname bottle is no longer a show-off.
However, when the "Coca-Cola nickname bottle" was hot, similar manufacturers did not seize the hot spot in time, but also made and optimized this idea, which made only the "Coca-Cola nickname bottle" dominate the market for a long time.
Anyway, I still have to admire Coca-Cola's milestone success. Made an extraordinary marketing campaign.
Classic case 2
The most successful mineral water marketing: only half a bottle of water was sold, but the sales volume increased six times.
Life Water Company sells only half of the water to customers at the price of a whole bottle of mineral water. As a result, its products are very popular, and its sales volume has actually increased by 6 quilts.
The reason is that people often inadvertently waste less than half of the mineral water they drink after daily meetings, parties, small talk and other activities. In a city, the mineral water that people throw away every day adds up to 800 thousand children's drinking water in water-deficient areas.
Life Water Company changed 45 assembly lines in its 65,438+05 factory, producing 50 million bottles of semi-mineral water every day and selling them to 70,000 supermarkets and convenience stores. The other half of the water is sent to areas with severe water shortage and distributed to children who are short of water every day.
Half a bottle of mineral water of New Life Water is simple in design, with pictures of children in water-deficient areas printed on it, which makes people always pay attention inadvertently. Moreover, the new mineral water has a QR code printed on it, so as long as people sweep it, they can pay more attention to the information of water-deficient children.
In the case of extremely serious homogenization of drinking water, Life Water Company has given new value to water supply, that is, the value of "caring for water-deficient areas". In this way, when consumers shop, it is not just the decision to buy water, but the support and care for water.
The so-called marketing is to continue to expand the value and sublimate the brand beyond the value of the product itself!
Classic case three
Fight in the Red Sea and eat 15% market share of "magic medicine" white plus black.
1995, the sales of "White Plus Black" exceeded1600,000 yuan in just 180 days after its listing, which divided the market share of 15% in the crowded Red Sea cold medicine market and became the second brand in the industry, which is a miracle in the history of marketing communication in Chinese mainland. This phenomenon is called "white plus black" impact, which has a strong impact in the marketing field.
Generally speaking, it is difficult to find a "unique sales proposition" in a homogeneous market. "White plus black" is a good idea. It seems simple, but cold medicine is divided into white tablets and black tablets, and chlorpheniramine, the sedative in cold medicine, is put in black tablets, but all the great innovations in this world are actually "minor changes".
"White plus black" hit the user's pain point. Almost all cold patients have a huge pain point, that is, they feel uncomfortable without taking medicine, and they want to sleep after taking medicine. It's uncomfortable anyway. The slogan "white plus black is not sleepy when eating white films during the day, but sweet when eating black films at night" directly solves the deep pain points of users. Let "white plus black" be different from all other cold medicines!
Of course, "white plus black" relies too much on advertising, neglects terminal construction and marketing management, which makes it difficult for terminal stores to see "white plus black" and there are a large number of accounts receivable, which in turn affects advertising. "White plus black" declined rapidly. Cold medicine has become a kind of daily necessities for residents. Most people no longer buy cold medicine through hospital channels, but turn to mass channels.
Although "white plus black" is rare in today's market, its marketing legend is worth learning from countless enterprises.
Classic case four
On 20 16, Nongfu Spring took video advertising to a new height.
In the eyes of the public, video advertising has always been disgusting. First, it's embarrassing to watch the advertising content, and second, it affects the viewing experience.
On 20 16, Nongfu Spring launched a video advertisement of "One hundred and twenty miles-a handsome day". The advertisement mainly tells the story of Xiao Shuai, a water quality inspector, leading the audience to the water source of Wuling Mountain in Nongfu Spring.
Then, Nongfu Spring released two commercials, One Day's Holiday and One Man's Island, which also described their love and persistence in this job from the perspective of Nongfu Spring employees. This is the insistence of every employee, which has made the quality of Nongfu Spring for 20 years.
After this series of advertisements, the video advertisements that have been criticized have been said many times! Some people even went online to search for Nongfu Spring advertisements! This grand occasion is a classic in the marketing field!
Nongfu Spring, which achieved this grand occasion, actually used several big moves.
First, after a few seconds, there will be an option to click to skip the advertisement. This behavior makes users feel respected, and users' goodwill towards their advertisements has increased a lot. Even some "rebellious" users have read all the advertisements instead.
Secondly, the advertising quality of Nongfu Spring is very high, but it is very ornamental. Advertising is not a propaganda product, its content introduces the very beautiful scenery of the water source and the stories of employees. Such an interesting advertisement
When the advertisement is very ornamental and has a topic that is convenient for users to spread, such an advertisement has been successful.