The credit card marketing process can improve our communication with customers, hone our words, and our ability to deal with customers. Below I have compiled some work experience sharing on credit card marketing, I hope it will be helpful to you.
Part 1 of Sharing Experience in Credit Card Marketing
In the process of credit card marketing, I think the following four aspects are very important. The first is the grasp of the product; the second is the understanding and development of the market; the third is face-to-face marketing with customers; and the last is filling out application forms and maintaining customers.
The first is to grasp the product. Being familiar with the various functions of a product does not mean that you are familiar with the product. At the beginning, my first feeling after getting the information was that there must be a market for such a good product. I also prepared a lot of rhetoric. If a customer asks me what kind of card this is? I will just say this. If a customer asks me, what are the characteristics of your card? I will just say that. But when I actually faced the customers, their questions completely caught me by surprise, and they were beyond the function of the credit card itself. They won't ask you about the benefits of a credit card at all, but will ask you, does your card charge an annual fee? Or maybe I already have several credit cards in my wallet and I don't want to apply for one? Others say you can do it. There are few outlets and it is inconvenient to pay back money.
The most common thing I say is that I don’t have the habit of using cards. These questions caught me off guard, and I began to re-examine this very beautiful credit card that I am proud of. Is it me who has the problem or the customer? In the end, I found that I had overlooked three details: First, China Construction Bank had already covered the credit card market last year, and our bank’s credit cards were very similar to the bank’s credit cards; the other was the Chinese people’s consumption habits, living within their means; The third reason is that the Hubei people have a certain personality that makes trouble. They know it is a good thing, but they don't do it because they are not familiar with you. When asking people to do things, you have to be humane. After a period of thinking, my understanding of credit cards began to change. Only when we look at the problem from the user's perspective can we truly understand credit cards. In the eyes of bank staff, a credit card is a card that can be overdrafted, but in the eyes of customers, what is it? It is a time bomb placed around you, a tool to encourage you to use money, a burden placed in your wallet, and Weights used to exchange favors, etc.
The current credit card market is very immature and not as perfect as we imagined. I think it is misleading for us to blindly emphasize the overdraft consumption function of credit cards. Many consumers do not accept this concept. So when I market it, I say that this card is just an emergency card. You can use this card for emergencies when your funds are not flowing smoothly. If you say this, quite a few people will agree. If they agree, they will have a chance. Marketing has reached this level, and those who ask what a credit card is and what functions a credit card has can easily become card users. For those customers who have unexpected problems, we can only prescribe the right medicine.
In the marketing of credit cards, we lag behind other industries. It can be said that we have no experience to draw from. Therefore, we need to hone our words and skills in dealing with customers in actual marketing and communication with customers. ability. What is familiarity with the product? It means to go out boldly and say, don’t be afraid of rejection. If you reject it, you will summarize it and then go out for a run. Products need to be defined by our customers, and we need to grasp what is hidden behind the product in practice.
Second, understanding and developing the credit card market. To sell any product, in addition to mastering the product itself, we need to position it and find relevant channels to sell it. So where are the target customers and markets for credit cards? In fact, the credit card sales guidelines have already pointed out the direction for us. Among them, Article 6 of the catalog, "Detailed Classification of Key Promotion Industries at the Current Stage," stipulates certain industries as key marketing targets, and Article 8, "Detailed Classification of Industries Acceptable for Promotion at the Current Stage," stipulates 15 categories of related industries, and requires credit card users to It is divided into five categories ABCDE according to different levels of risk. In this way, our marketing scope is determined. In fact, this scope is different from the customer market we originally imagined.
I began to think that the owners of private companies were our customers, but after the operation, it turned out that it was wrong. The credit card department not only required them to provide proof of income, but also required them to provide proof of personal real estate and other relevant personal credit certificates. Even if they are approved, their credit The quota is also very low, which makes them lose face. At the same time, my workload has also increased a lot. Therefore, in order to save time and increase the volume of card issuance, I gave up on private business owners and began to divide my marketing target market according to the industry objects in the "Guidelines".
Due to limited time, I made three stages of preparation. The first stage is to spend one and a half months focusing on the civil servant market, because the procedures are simple and the approval rate is high. The second stage takes ten days to promote to relevant enterprises. The third stage is finishing, looking at what else has not been marketed. With the plan in place, my mission became very clear. What you have to do is how to eat it piece by piece. The method I adopted is to start with units where I know people. I took out all my friend lists and started searching for government civil servants, teachers, and doctors, and then called them one by one to help me with marketing. This one is guaranteed. Because it was a friend who helped me, it was very easy to operate. I told them the relevant elements, and they did the rest of the publicity work. There is a detail here, that is, filling out the form must be simplified. For example, if you already have many elements on your ID card, you don’t need others to fill in their name and ID number.
After the acquaintances have finished, they start to deal with the key customers introduced by them. This aspect is relatively complicated to do, because the friendship is not deep, so you have to rely on words, and it also requires a little skill. For example, I applied for a group registration card from a bureau. Group registration is the easiest thing for us, but it is very important to find the right person to do the job. If you go to the finance department, they will say that everyone has already applied for a card from another bank. If you go to the office, they will say that the people in the office are too talkative, and others will think that there is no benefit from accepting it from the bank. For this kind of situation, we must be mentally prepared. The group organization does not mean that everyone will organize it. Unless it is an administrative order from the unit, others have the right to refuse. So I first looked for a person in the office who was well-connected, and then through him, I got it done by the director first. At this time, don’t expect him to help you complete it. He has no such obligation, so I went with him one by one. Office run. I took the stuff that the director had filled out and showed it to them intentionally. When these people saw it, they realized that the director had already applied for it, so I would also apply for one. It is useless for marketing to blindly emphasize the benefits of a product. If others just don’t trust you, you really can’t do it.
The second stage is some enterprise units. First select some distinctive units, such as those with a public institution background, such as radio and television centers, with relatively high registered capital, those that have business dealings with our bank, and that are helpful for the credit card usage environment, such as youth travel agencies, you can Purchase air tickets with a credit card. In short, not all companies can be used as card issuance targets. In the case of limited time, I can only start with the most confident ones.
The third stage is to clean up, mainly to apply for some personal cards sporadically. Through three stages of work, more than 300 cards were completed, and civil servants accounted for 80%, so the approval rate was high. Specialty enterprises have basically been approved.
In the process of market development, what I feel most deeply is that the role of relationship marketing is so important. Some people think that my customer resources are too few, what should I do? In fact, opportunities are around everyone. Your relatives, classmates, friends, and customers are all your targets. Marketing is to speak more and don’t be afraid of being criticized. If you say you are thick-skinned, maybe others will say you are dedicated.
Third, face-to-face marketing with customers. What I feel most deeply during this process is that we must respond as quickly as possible to customer problems. I summarized it, and there are six common questions from customers: (1) Does the credit card charge an annual fee? (2) What are the special functions of the credit card? (3) Is the credit card safe and how is the backend support? (4) I I already have cards from several banks in my hand, so there is no need to apply. (5) Your bank has too few branches, making repayment inconvenient. (6) I don’t need to do it at all, I usually use cash. So before talking, you must be prepared for this issue. Be confident when answering, the quality of the product is all on our lips. In all of these issues, we will treat the restriction as a rejection reason for the customer.
For example, Article 5: Having few branches is our disadvantage, but this is only a restriction on applying for a card and cannot be used as a reason for customer resistance. We have three reasons to respond. First, our bank’s self-service banking is accelerating its development; second, we are about to implement the automatic repayment function of debit cards; third, after swiping the card, you are not required to pay back the money the next day. You can take time at any time during the 50 days. Just come and pay it back. By explaining the restrictions clearly, customers will have fewer reasons to refuse. The same is true for Article 4: The customer has too many cards and doesn’t want to apply for any more. I usually ask him first, when did he apply for the card from another bank? What is the limit? Is there a guarantor? Is it applicable at home and abroad? How long is the interest-free period? Are there points for purchases? First determine whether the card in the customer's hand is a credit card. , at the same time, take out several credit card samples that have been prepared in advance, and then introduce special functions such as mobile phone text message services, insurance services, and medical services in a timely manner. We must find ways to naturally let customers feel the specialness of credit cards. In the process of communicating with customers, you must have a good attitude. You are doing a win-win thing and you are not making things difficult for customers. If the customer is really in trouble, quickly move to the next company.
The last point is to fill in the application form and maintain the customer. We have done a lot of preliminary work. In the end, we must not be rejected because of irregular filling in the form. That would be a very sad thing. The first step is to fill out the form. I only ask customers to fill in (1) home address and phone number; (2) workplace address, phone number, and position; (3) immediate family members and friends; (4) signature. I filled in the rest for them myself. Firstly, it saves customers a lot of trouble in filling out forms. Secondly, the filling process is an audit process, which can find many loopholes. Thirdly, the form can be made relatively neat. After some customers fill it out, they scribble on the wrong places. In fact, when the people in the card department review the paper, it is the same as grading the college entrance examination. A neat and tidy paper will implicitly have an impression point, so if there are mistakes, we can use correction fluid to modify them. Many of our colleagues leave the review work to relevant comrades in the retail product center and do not ask questions themselves. This is definitely not possible. Let me give you an example. Once, my friends from the Local Taxation Bureau brought ten forms. When I was helping them fill in the forms, I discovered that the home phone numbers they had left were all work numbers. This is troublesome. Because the home phone number is usually the credit card inquiry password, which is basically different for everyone, so I called them one by one to ask. If I ignored this detail, maybe I would have done ten more useless things. In addition, the last column in the form, which has a higher error rate, is the contact information. In my experience, this column must be written, especially for immediate family members. The requirements for the friends column can be relaxed. You can write your own name or the names of your colleagues.
Secondly, the relevant information provided by the customer. I want to focus on the personnel income certificate. One key point is the details of the position. Because according to the credit card sales guidelines, employees with stable positions have a relatively high approval rate. During the marketing process, some colleagues saw that the other person's position was not very good, and they had an idea. Such people would definitely not be approved.
Third, it is customer maintenance. It's the so-called after-sales service. This job means that after the application form is sent out, you must call the customer to ask if they have received the card, how it is used, and if there is anything you don’t understand. Thank them for their support of Xingye’s work. In fact, the purpose of this is It's very simple. I hope they will introduce some more customers to us, and at the same time connect with each other, discover a group of high-quality customers, and prepare for future banking business.
Above, I have shared with you some of my feelings in the credit card marketing process from four aspects. Among them, many of the ideas are the result of discussions between comrades in our department when studying the credit card marketing plan. , they also put considerable effort into the marketing process of their credit cards. I think in the current social situation, credit card marketing is very challenging. Everyone has their own marketing concepts. If everyone can be spontaneous and often exchange experiences with each other, I believe that our bank's credit card tasks will be completed in 2015.
Sharing experience in credit card marketing work Part 2
Recently, the operating system has optimized the processing of counter marketing opportunities. When handling personnel are handling business and calling customers, they will immediately appear Most of the recommendations for this customer's marketing opportunities are credit cards. The optimization of this system has greatly improved the success rate of over-the-counter credit card marketing.
After the system optimization, business opportunities appear before handling business, so the teller already knows in advance that the customer has credit card business opportunities, and the preparation time for marketing is more sufficient and more proactive than before. You can find it during handling business for customers. Make recommendations to customers on time to improve the timeliness and effectiveness of utilizing business opportunities. In addition, no matter whether the customer has successfully applied for a credit card, the teller can also promptly and quickly process the feedback of business opportunity information at the counter, so that the lag in business opportunity processing will not reduce the feedback rate of business opportunity processing at the outlet. It can be seen that this optimization is very powerful and is a joy. Dapuben?’s changes cannot but be praised.
Of course, having an "artifact" does not mean that you can sit back and relax, it only means that your platform is good. If your marketing knowledge and skills are poor and you cannot impress and attract customers, it will be in vain. I think a qualified marketer must first have full self-confidence. Only by having confidence in yourself can you eliminate the fear of facing customers, give yourself a clear idea, and introduce products to customers through smooth communication. Comprehensive and solid business knowledge is the source of your confidence. In addition, sensitive response ability, knowing how to guess the psychological changes of customers, language expression skills, and good psychological quality are also indispensable, because in actual marketing practice, customers will not ask you prepared questions at all. So the ability to adapt to situations is very important. Secondly, you should not just stay familiar with the functions of the product, but also have a deep understanding of it. As far as I am concerned, I have not done enough in this area. Although the success rate of marketing has been greatly improved after system optimization, sometimes I am inevitably asked by customers about my lack of words. I feel ashamed. I need to work harder to improve myself in the future. capabilities.
The new system is getting faster and faster. It can not only handle business quickly for customers, but also provide simple and user-friendly marketing products. This is what employees like to see most. In actual work, through the increasingly perfect platform, employees have increasingly mature business skills and marketing skills. I believe that our business will prosper!
Sharing experience in credit card marketing work Part 3
As a marketer who has been engaged in credit card marketing at China Guangfa Bank for more than a year, I have always believed that in marketing products, we must have: sensitive response ability, knowing how to guess the psychological changes of customers, and understanding of the product. Cognition and interpretation, language expression skills, and good psychological quality.
After a year and a half of hard work and struggle, during this more than a year of marketing work, there were joys and sorrows, laughter and tears, successes and failures. However, in a short period of time, I deeply realized that no matter what I do, I must have confidence in myself.
In addition to having enough confidence and experience in yourself to engage in the marketing industry, what is more important is your own mentality. I am a marketer who has just been promoted to team leader. I feel very honored to have just been promoted, but invisible pressure is also coming to me, but appropriate pressure can give me motivation, and here I am also I would like to share it with you. I believe that many colleagues working in the company also have unique insights. Learn from others and use them, only in this way can you open up a world for yourself!
Lesson 1: Have confidence in yourself.
When I first started working in marketing, I hesitated repeatedly to come in when I wanted to visit customers. I finally worked up the courage to go in, but I was so nervous that I didn’t know what to say. As soon as I opened my mouth to introduce the product, I was stopped by the customer. Just say a few words. Visit after visit failed, and I began to make excuses for myself and complain. But I never realized that while making excuses for myself, I had become quite negative. Negative emotions had a great impact on my work. Later, my boss learned about this and had a lot of chats with me. He told me: A qualified marketer must first have full self-confidence. Only by having full confidence in oneself, Only then can we eliminate the fear of facing customers, give ourselves a clear idea, and introduce products to customers through fluent language. These words are deeply engraved in my mind. Whenever I feel down, I will secretly encourage myself. I firmly believe that as long as I have confidence in myself and the product, I am already half successful.
Lesson 2: Set a goal for yourself at different times to the best of your ability
Everyone must arrange their daily work reasonably and have a plan and purpose. In order to avoid a kind of blind positivity, which can also be said to be a kind of directionlessness, this situation is often half the result with twice the result, and the gain is not worth the loss.
As the leader of a new marketing team, in addition to myself, I also have to lead the team members. Since I lead a small team, I must have a detailed work plan, reasonable time arrangements, adequate deployment of personnel, good team spirit, etc. wait. Set a goal within your reach for yourself and your team members!
Lesson 3: Gain the trust of customers instantly
When marketing products, we need to make friends with customers and let them trust us. Have good feelings and trust in yourself. What you say when you first meet with a client is very important, and a good opening is often half the battle. Of course, instantly gaining customer favor and trust is not only reflected in the first meeting. During the conversation, the customer may be indifferent to the marketer for a long time, but changes in some details may win the customer's heart.
Lesson 4: Learn new knowledge from marketing failures
As the saying goes: Failure is the mother of success?! In the marketing process, we often encounter all kinds of customers. , maybe you are lucky and meet a customer who is easy to talk to, but there are also times when you are unlucky and the customer makes it difficult for you. So if you fail many times, don’t be discouraged. We need to look for the root cause of the matter. Why did it fail? It was because of insufficient professional knowledge or inferior marketing skills. I hope you won’t make the same mistake next time.
The above points are some of my experiences from being a marketer to the leader of a marketing team. If we can do this: seize the present, learn from the past, and start creating the future. Imagine what a better future looks like, make a realistic plan, and do something today to make it happen. Clarify your goals and discover ways to make your work and life more meaningful, and you will be happier and more successful!