Credit card marketing plan\x0d\Foreword\x0d\The current Chinese credit card market has just begun. In particular, the Chinese people’s incomprehension of the value of advanced borrowing and consumption and the traditional habit of living within their means have caused certain problems for the marketing of credit cards. difficulties, especially the serious homogeneity of credit card products launched by major banks. In view of this, I summarized the credit card marketing plan as follows. \x0d\\x0d\1. The essence of the selling point of a credit card\x0d\The essence of a credit card is borrowing and consumption, which is the main selling point of a credit card. Major banks have launched various themes in a targeted manner, and various added values ??and services can only be the icing on the cake, but cannot be a timely help. \x0d\ Personal summary The selling points of credit cards can be mainly divided into two categories: \x0d\ (1) Adjustment of funds \x0d\ Many people in life may buy large items with cash, which will lead to a shortage of cash flow and bring unnecessary troubles. , and credit cards can solve this problem. \x0d\ (2) Overdraft consumption \x0d\ In some consumption places, when individual prices are relatively expensive and there is not enough cash on hand, overdraft consumption can fulfill the buyer's shopping needs. \x0d\\x0d\ 2. Target customers of credit cards \x0d\ According to some relevant information searched online and my understanding of credit card products, the target customers of credit cards are mainly young fashionable people, middle-aged business people and government officials. \x0d\The biggest similarity between the two is that credit card consumption is based on a certain and relatively stable income. \x0d\According to the analysis of the consumption characteristics of this type of target group, the main characteristics are as follows: \x0d\ (1) Impulsive consumption \x0d\ This is more obvious among young fashionable people. Young and fashionable men and women are curious about and trying out new things, so they are willing to pay a certain amount of money for them. Moreover, the consumption concepts of young people are much more advanced than those of their elders, and their consumption is characterized by impulsive consumption. Although the things purchased may not be necessary expenditures, based on the perceptual understanding of the goods, they are willing to use credit cards to consume \x0d\ (2) Vanity consumption \x0d\ Credit cards are a symbol of good reputation. Having a credit card reflects that the card owner has been recognized by the bank in terms of creditworthiness. There is a subconscious sense of vanity when swiping a card to make purchases in front of friends or relatives, which of course does not exclude other convenience factors obtained by using a credit card. \x0d\ (3) Rational Consumption\x0d\ In view of the fact that using cash to purchase large-ticket items will occupy the funds on hand, which will lead to tight expenses after shopping, you can apply for installment payment using credit cards. Although you need to pay a certain handling fee, it is It is cost-effective to exchange less capital cost for long-term loose conditions for capital use. The use of credit cards for installment payments shows that the card owner has certain rational consumption tendencies. \x0d\ (4) Long-term consumption \x0d\ When you use a credit card for consumption, the overdraft limit can be adjusted based on the consumption record, which reflects the card owner's good reputation in the bank and can provide certain convenience for future loans to buy a house or a car, etc. \x0d\\x0d\ 3. Credit card marketing methods \x0d\ (1) Community marketing \x0d\ Community marketing has a certain theme marketing nature. By setting up promotion points in residential areas where target customers are concentrated or in commercial places with relatively large flow of people, we can attract the attention of potential customers to the maximum extent and put forward transaction requirements. \x0d\ (2) Floor sweeping\x0d\ As the most common way to visit unfamiliar customers, although the workload is heavy, sweeping the floor plays an important role in discovering unfamiliar potential customers. Especially after taking over the key tasks of various companies in commercial office buildings, it has a better effect on group-issued credit cards. \x0d\ (3) Introduction by acquaintances \x0d\ Introduction by acquaintances is the method with the highest success rate in credit card marketing. Interpersonal relationships with Chinese characteristics are very helpful for marketing. With the help of strangers becoming regular customers or your own relatives and friends, it is conducive to viral promotion. The premise is that you do a good enough job in maintaining customer relationships.

\x0d\\x0d\ 4. Credit card sales process \x0d\ Based on the summary of the credit card customer search and marketing process, the general summary of the credit card sales process is as follows: \x0d\ Put forward demands (15%)———— —Question answering (40%) — Proposing a transaction (20%) — Handling business (5%) — Customer maintenance (20%) \x0d\ Use percentages to weight each link Assignment, you can see which steps are important. \x0d\\x0d\ (1) Putting forward demands: divided into two situations. \x0d\First, if the customer takes the initiative to apply for a card, it means that the customer has a certain preliminary understanding of credit cards. What the salesperson has to do is to try to answer the customer's other questions about credit card products. It is better for such customers to come to their door on their own initiative. Take it. \x0d\Second, if the sales staff take the initiative to look for potential customers. In this case, the customer has no explicit needs. It is necessary to elicit the potential needs of customers through hints and other methods. The SPIN sales method can be used here. \x0d\S: By asking, understand the customer's current fund usage, such as where the main expenses are spent in a month, etc. \x0d\P: Find out some problems that arise in customers' daily consumption, such as whether there is a deficit, savings situation and financial management, etc.\x0d\I: Stimulation enhancement. There was originally a need to spend cash for consumption, but due to the temporary shortage of funds, it could not be realized and was abandoned. \x0d\N: It is proposed that the solution to this type of problem is to apply for and use credit cards rationally. Credit cards can be used to solve problems such as poor cash flow caused by daily cash expenditures and fund shortages caused by large purchases. \x0d\\x0d\ (2) Questions and answers \x0d\ This part is the most important part of credit card promotion. This is also the professional side of the sales staff of Warrior Bank. When answering customer questions, colleagues provide instructions on the relevant rules of credit cards and personal suggestions for use, which is helpful to promote transactions. \x0d\For example: 1. The longest interest-free period if optimal use\x0d\2. The difference between installment payment and minimum repayment, explain the rules and make personal suggestions\x0d\3. Based on the actual situation of the customer, recommend Corresponding credit card products, such as customers who frequently shop online, can promote BOC Taobao Credit Card. The most important thing here is to choose the appropriate added value for customers. \x0d\4. Provide customers with reasonable ways to use credit cards based on their own understanding. \x0d\In short, different groups of people face different Ps. Female consumers are characterized by impulsive consumption when shopping. They are afraid that the products they are interested in will no longer be available or will become out of date. In addition to certain impulsive consumption characteristics, male consumers also have a vanity mentality. Middle-aged consumers should be a little more rational when making credit card purchases, and can focus on the amount of funds occupied by installment payments. \x0d\\x0d\ (3) Propose the transaction\x0d\ After going through the previous steps, the customer already knows whether to apply for a credit card. At this time, it is necessary to propose the transaction in time and capture the customer. At this stage, The technique is very particular: \x0d\1. The customer is silent\x0d\ The customer is silent, indicating that they are still weighing. At this time, it is necessary to add fuel to the fire in time\x0d\2. The customer politely refuses\x0d\ Be clear The real reason for rejection. Some of them mainly include the following issues: \x0d\ (1) Disagreement with the value of advanced consumption\x0d\ (2) The procedures are troublesome\x0d\ (3) Dissatisfaction with the overdraft limit\x0d\ (4 ) Think that the annual fee charged by the credit card is too high\x0d\ (5) Have already applied for other credit cards\x0d\ The above 5 reasons are common words of rejection by customers, so be fully prepared in advance and be able to respond when you encounter corresponding feedback. Propose targeted solutions. \x0d\\x0d\ (4) Customer relationship maintenance \x0d\ After the credit card is processed, the entire sales process is not over yet. Customer introduction is a marketing method that maximizes efficiency, so it is very necessary to maintain customer relations. \x0d\It is very important to provide high-quality service from the customer's perspective starting from the time when the intention is reached and the credit card is applied for. To apply for a credit card, you need to fill in some forms. Sometimes the customer will bother you first. At this time, the salesperson only needs to ask the customer to fill in a few key places on the form, such as the applicant's signature, etc. The rest of the relatively unimportant information can be written down by the salesperson. Fill in on your behalf. This saves customers time and improves sales efficiency.

\x0d\Even after the credit card is processed, timely follow-up is required. Contact the customer by phone to ask if the credit card has been received, its usage, if there are any questions and resolve them in a timely manner, express gratitude to the customer for applying for the credit card, and hope to have more communication opportunities in the future. Serving existing customers well will be very helpful in developing new customers through them in the future. \x0d\\x0d\5. Sales question letter\x0d\1. I usually only use cash, not credit cards\x0d\\x0d\ Such words of rejection actually subconsciously reflect that customers do not have a clear understanding of credit card products, and they only know a lot through many rumors. People become "card slaves" because of misuse of credit cards. The essence is still their pursuit of the traditional value of "living within their means" and their incomprehension of advanced consumption and overdraft consumption. \x0d\ Wanting to change consumers' minds is the most costly and least effective. Therefore, salespeople should not pester customers on this point. They should simply state that the main function of credit cards is not for advanced consumption and overdraft consumption, but for Cash turnover, and give a brief example of cash turnover. This type of customer has a relatively conservative consumption concept, so they also pay attention to the cost of capital expenditure. By explaining the use of credit cards, a series of problems caused by financial constraints can be alleviated, and I believe there will be certain improvements. \x0d\\x0d\2The repayment procedure is too troublesome\x0d\\x0d\ Potential customers believe that credit card repayments need to be handled at the counter, and the current integration of many bank branches has resulted in a large number of people handling business and low efficiency, making customers feel dissatisfied. . At this time, you only need to point out that the credit card repayment can be done on any day within the interest-free period, and explain that the ATM can repay the money. As long as the debit card is linked to the credit card, the repayment can be made automatically, without going to the counter. Convenient and simple. \x0d\\x0d\3. I have already applied for credit cards from other banks\x0d\\x0d\This may be an excuse, or it may be a fact. At this time, the salesperson needs to ask questions such as which credit card from which bank the customer has applied for, how long is the longest interest-free period, what is the limit, what are the additional services, etc., so that they can promote the advantages of their own credit card in a targeted manner. At the same time, customers can be informed that applying for an additional credit card will not incur much cost. Instead, multiple credit cards can be used to transfer funds to each other. Pay attention to using the advantages of our bank's credit cards to divert customers' attention. \x0d\\x0d\4. Whether to charge an annual fee, the fee is too expensive, etc. \x0d\\x0d\ Regarding the issue of annual fees, inform customers that as long as they swipe their cards for consumption within a year, there is no limit to the amount, and the amount is reached several times. The annual fee can be waived, and I believe the customer’s concerns are unfounded. Regarding the remaining fees and costs, we inform customers of the bank's credit card handling fees and other expenses, and make comparisons to illustrate that using our bank's credit cards can make customers' costs lower. \x0d\\x0d\ Six. Summary \x0d\ In summary, the development of credit cards in the Chinese market has just started, and many people’s concepts have not yet changed. Therefore, it is inevitable to encounter various obstacles in the process of promotion. The Chinese are a savvy group of people, so when promoting, you must stand from the customer's perspective and explain the cost reduction brought by using credit cards. This needs to be based on a full understanding of your own products and the products of other competitors. \x0d\And, be very flexible when it comes to finding potential customers, and don’t be limited to fixed thinking. Looking around, pedestrians on the street are all your potential customers. The key is to find a scientific classification standard, and then develop reasonable promotion and visiting methods based on this standard.