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.
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.
What they have in common 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 means 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 spending after shopping, it is still cost-effective to pay by installment with credit cards. Although some procedures are needed, it is still 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:
Request (15%)- Answer questions (40%)- Deal (20%)- Deal (5%)- Customer maintenance (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 takes the initiative to ask for a card, it shows that the customer has a certain initial understanding of credit cards. 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: stimulus reinforcement. Originally, it was necessary to spend cash to buy it for consumption, but it was given up because of the temporary shortage of funds.
N: The solution to this kind of problem is to handle and use credit cards reasonably, and solve the problem of capital turnover caused by cash expenditure and the problem of capital shortage caused by 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 cash' turnover', and simply illustrate the situation of 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.