Summary is a written material to review and analyze the performance of study, work and life in a certain period. You can make clear the direction of the next work, make fewer detours, make fewer mistakes and improve work efficiency. Let's sum it up. What kind of summary should you have read? The following is a summary essay on credit card marketing collected by me for your reference only. Welcome to read it.
Summary of credit card marketing: Fan Wen 1 As a marketer who has been engaged in credit card marketing in Guangfa Bank for nearly one year, he always thinks that all marketing products should have: sensitive reaction ability, knowing how to guess the psychological changes of customers, understanding and interpreting products, language expression ability and good psychological quality.
After a year and a half of hard work and struggle, there are joys, sorrows, laughter, tears, successes and failures in this year's marketing work. However, in a very short time, I deeply realized that no matter what I do, I should have full confidence in myself.
In addition to having enough confidence and experience in yourself, the marketing industry should have its own mentality. I am a marketer and have just been promoted to the head of a small team. I feel honored to have just been promoted, but invisible pressure is coming at me, but appropriate pressure can give me a kind of motivation. I also want to share it with you here. I believe many colleagues who work in the company also have unique opinions. Learn from others, apply what you have learned, and open up a world for yourself!
Lesson 1: Have confidence in yourself.
When I first started my marketing work, I hesitated when I wanted to visit my customers, and I was afraid to enter the door. I finally got up the courage to enter the door, but I was too nervous to know what to say. At the beginning of introducing the product, the customer sent it away in a few words. Repeated visits failed, and I began to make excuses and complain for myself. But I never realized that while making excuses for myself, I had become quite negative. Negative emotions have a great influence on my work. Later, the leader knew about it and talked to me a lot. He told me: "A qualified salesman must first have full confidence. Only when he has full confidence in himself can he eliminate the fear of facing customers, give himself a clear idea and introduce products to customers through fluent language. " These words are deeply engraved in my mind. Whenever I feel depressed, I secretly cheer myself up. I firmly believe that as long as you have confidence in yourself and your products, you have already achieved half the success.
Lesson 2: Set yourself a goal that can be achieved at different times.
Everyone should arrange their work reasonably every day, with a plan and purpose. In order to avoid blindness, it can be said that there is no direction. This kind of situation often gets twice the result with half the effort, not worth the loss. Now, as a new marketing team leader, I have to lead the team members besides myself. Since you have led a small team, you must have a careful work plan, reasonable time arrangement, adequate personnel deployment, good team spirit and so on. Set a goal for yourself and your team members!
Lesson 3: gain the trust of customers in an instant
When marketing products, make friends with customers, so that customers have a good impression and trust in themselves. What you say when you meet a customer for the first time is very important, and a good opening speech is often half the battle. Of course, gaining customers' goodwill and trust in an instant is not only reflected in the first meeting, but customers may be cold to marketers for a long time in the conversation, but some changes in details may win customers' hearts.
Lesson 4: Learn new knowledge in marketing failure.
As the saying goes, "failure is the mother of success"! In the process of marketing, many times you will meet all kinds of customers. Maybe you are lucky to meet easy-going customers, but there are also unlucky days when customers are particularly difficult to catch you. So, you failed many times. Don't be discouraged. We should find the reason from the root of the matter, why it failed, whether the professional knowledge is not in place or the marketing skills are not as good as others. I hope we won't make the same mistake often next time.
The above points are some of my experiences from being a marketer to being the head of a small marketing group. If we can do it: "Grasp the present, learn from the past and start to create the future. Imagine a bright future, make a practical plan and do something today to realize it. Clear your goals and explore ways to make your work and life more meaningful, and you will be happier and more successful!
Credit card marketing summary model essay 2 Credit card marketing is actually a job that requires time, physical strength and comprehensive psychological endurance. As a front-line employee of credit card marketing, we must have a clear understanding of these issues. How to create unlimited value with limited time and limited physical strength? ! Then we should pay attention to the ways and means of doing business: at present, there are only three ways of credit card marketing: 1, strange visits (such as sweeping the building); 2. stall marketing (such as setting up stalls in supermarkets); 3. Group card (if the whole enterprise card). Knowing that there are three modes of operation, you should also know the advantages and disadvantages of each mode, so that you can choose which mode of operation to succeed.
First, strange visits: advantages: low cost; Easy to realize; Low threshold; exercise yourself
Disadvantages: customers are scattered; The effect is not good; Deplete the people and the national treasury
Second, set-up marketing: advantages: easy to implement; Give in easily
Disadvantages: there is a certain cost; Disperse customers; The effect is average; Quality customers are unstable.
Third, the group card: advantages: general quality customers; Give in easily
Disadvantages: high entry threshold; There will be a certain cost
In fact, I personally think that the best way to work is to combine the above three, and they can be transformed into each other. When a credit card salesman has a group card activity, he should do this activity well and free up his energy to prepare for the next activity. Or when visiting strangers, you should also set aside some time and energy to prepare for the activities. After all, group cards can generate a large number of high-quality customers.
For banks, credit card sales need a good plan. For a salesman, credit card sales skills are the key to success. Jintou Credit Card will bring you more knowledge about credit card marketing cases.
Credit card marketing model summary essay 3 In the process of credit card marketing, I think the following four aspects are very important. First, grasp the product; Second, it is the understanding and development of the market; Third, face-to-face marketing with customers; Finally, the application form is filled in and the customer is maintained.
The first is to grasp the product. Being familiar with various functions of the product does not mean mastering the product. When I got the information, my first feeling was that such a good product would definitely have a market, and I also prepared many sets of speeches, for example, if the customer asked me what card it was. That's what I said. If the customer asks me, what are the characteristics of your card? That's what I said. However, when I really faced my customers, their problems were completely out of my expectation, because of the function of the credit card itself. They won't ask you about the benefits of credit cards at all, but ask you, do you charge an annual fee for your cards? Or do I have some credit cards in my wallet and don't want to do it? Others say that your bank has few outlets and it is inconvenient to pay back the money. What I say most is that I don't have the habit of using cards. These questions caught me off guard and I began to re-examine this beautiful credit card that I am proud of. Is it me or the customer? Finally, I found that I had overlooked three details: first, CCB had covered the credit card market once before September, and our credit card had many similarities with the bank's credit card; The other is the consumption habits of China people, living within their means; The third is that Yangzhou people have a personality in their work, knowing that it is a good thing, but not doing it, because he is not familiar with you and asks others to be human. After a period of thinking, my understanding of credit cards began to change. Only by looking at the problem from the user's point of view can we really grasp the credit card. Credit card is a overdraft card in the eyes of bank staff, but what is it in the eyes of customers? It is a time bomb around you, a tool to encourage you to use money, a burden in your wallet, a weight to exchange human feelings and so on.
The current credit card market is very immature and not as perfect as we thought. We blindly emphasize the overdraft consumption function of credit cards, which I think is misleading. Many consumers don't accept this idea. So when I was marketing, I said this card was just an emergency card. When the cash flow is not good, you can use this card for emergency. Quite a few people will agree with this statement, and if they agree, they will have a chance. In this level of marketing, those who ask what a credit card is and what its functions are can easily become card users. It is those customers who have unexpected problems, so we should prescribe the right medicine.
In the marketing of credit cards, we lag behind other businesses, so we have no experience to learn from. We need to hone our mouth and ability to deal with customers in actual marketing and communication with customers. What is familiarity with products? Just go out boldly and say, don't be afraid to refuse, summarize after refusing, and then go out and run. Products need to be defined by customers, and we need to grasp the hidden things behind products in practice.
Second, the understanding and development of the credit card market. To sell any product, we should not only master the product itself, but also locate and find relevant channels for sales. So where are the target customers and markets of credit cards? In fact, the credit card sales guidelines have pointed out the direction for us. Among them, Article 6 of the Catalogue "Detailed Classification of Key Promotion Industries at the Present Stage" stipulates that 13 industries are the key marketing targets, and Article 8 "Detailed Classification of Acceptable Promotion Industries at the Present Stage" stipulates that 15 related industries divide credit card users into five categories according to different risks. In this way, our marketing scope is determined. In fact, this range is different from the customer market we originally imagined. I began to think that the bosses of those private enterprises were all our customers, but it was wrong to operate them. The credit card department not only needs them to provide proof of income, but also needs them to provide proof of personal property and other relevant personal credit certificates. Even if it is approved, the credit line is very low, which makes them lose face, and my workload has increased a lot invisibly. So, in order to save time and increase the number of cards issued, I gave up the private entrepreneurs and began to divide my marketing target market according to the industry targets in the guidelines.
Due to the limited time, I made three stages of preparation. The first stage is to focus on the civil service market for one and a half months, because this piece of procedure is simple and the approval rate is high. In the second stage, it will take ten days to promote it to related enterprises. The third stage, ending, see what has not been marketed. With a plan, my task becomes very clear. What needs to be done is how to eat it piece by piece. The method I adopt is to start with the unit with acquaintances. I took out the list of all my friends, started searching for government officials, teachers and doctors, and then called them one by one to help me with marketing. This piece is guaranteed. Because of the help of friends, it is very convenient 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, there are many elements in your ID card, and you don't want others to fill in your name and ID number.
When the familiar people are finished, they begin to be the key customers they introduce. This piece is more complicated to do, because the friendship is not deep, just by mouth and a little skill. For example, it is most convenient for us to run a group card, but it is very important that you find the right person to do things. If you go to the finance department, they will say that everyone has already applied for another bank card. If you go to the office, others will say that the company is talkative, and others will think that it is good to accept the bank. In this case, we should be mentally prepared. This doesn't mean that everyone will do it. Unless it is an administrative order of the unit, others have the right to refuse. So I first found a popular person in the office, and then I did it for the director through him. At this time, don't expect him to help you finish it. He had no obligation, so I followed him from office to office. Bring the director's stuff and show it to them on purpose. When these people look at it, the director does it and I'll do it again. Marketing is like this. It is useless to emphasize the benefits of products blindly. People just don't trust you. You really can't.
The second stage is some enterprise units. First, select some distinctive units, such as enterprises with institutional background, such as radio and television center, with higher registered capital and business dealings with our bank, which is helpful to the credit card environment. For example, youth travel agencies can use credit cards to buy air tickets. In short, not all enterprises can become the target of issuing cards. In the case of limited time, I have to start with the most sure.
The third stage, that is, sorting it out, is mainly to make some personal cards sporadically. After three stages of work, more than 300 cards have been completed, and civil servants account for 80%, so the recognition rate is very high. Characteristic enterprises have also been basically approved.
In market development, what I feel most is that the role of relationship marketing is too important. Some people think that my client resources are too small. What should I do? In fact, the opportunity is around everyone, your relatives, classmates, friends and customers are your goals, and marketing is to be thick-skinned.
Third, face-to-face marketing with customers. In this process, what I feel most is that we must make the most agile response to customers' problems. I summed up six common questions of customers: (1) Is there an annual fee for credit cards? (2) What are the special functions of credit cards? (3) Is the credit card safe? What about the back office support? (4) I already have several bank cards in my hand, so there is no need to do it. (5) There are too few outlets in your bank, which makes repayment inconvenient. I don't need to do it at all. I usually use cash. So before you speak, you must be prepared for these questions. Rest assured, the quality of the product is all in our mouth. In all these questions, we will take the restriction as the reason for the customer's refusal. For example, fifth, the lack of outlets is our disadvantage, but this is only a restrictive condition for handling cards and cannot be used as a reason for customers to resist. We have three reasons to respond. First, the bank's self-service banking is accelerating; Second, the automatic repayment function of debit card will be realized soon; Third, you don't have to pay back the money the next day after swiping the card. You can have a rest at any time for 56 days. Explain the restrictions clearly, and customers will have fewer reasons to refuse. Similarly, article 4, there are too many customer cards, and I don't want to do it again. I usually ask him first, when did you get the card from another bank? What is the quota? Is there a guarantor? Is it universal at home and abroad? How long is the interest-free period? Do you get points for shopping? First, determine whether the card in the customer's hand is a credit card, and at the same time take out several credit card samples prepared in advance, and then introduce the special functions such as SMS service, insurance service and medical service in due course. We should try our best to make customers feel the uniqueness of credit cards naturally. In the process of communicating with customers, we must have a good attitude. If the customer is really in a dilemma, we should quickly move on to the next one.
The last point is about filling out the application form and customer maintenance. We have done a lot of preliminary work. After all, don't be rejected because the form is not standardized. This is a very sad thing. The first is to fill in the form. I only ask customers to fill in (1) home address and telephone number; (two) the address, telephone number and position of the work unit; (3) immediate family members and friends; (4) signature. I'll help them fill in the rest myself. On the one hand, it saves customers a lot of trouble in filling out forms, on the other hand, the process of filling out forms is the process of auditing, and many loopholes can be found. Third, you can make the form neat, and some customers will scribble in the wrong place after filling it out. In fact, the people in the card department are the same as the college entrance examination papers, giving the impression that the papers are clean and tidy, so they are used in the wrong place, so you can decorate them with correction fluid. Many of our colleagues leave the audit work to the relevant comrades in the sales department and don't ask them themselves. This is definitely unacceptable. Let me give you an example. Once a friend of my local taxation bureau brought ten watches. When I helped them fill out the form, I found that their home phone numbers were all company numbers. This is a problem. Because the phone number at home is usually the password of the credit card, and everyone in the notebook is different, so I called one by one to ask. If I ignore this detail, maybe I have done ten more useless things. In addition, the higher error rate in the table is the last column, contact information. In my experience, this column must be written, especially for immediate family members. You can relax the requirements in the friends column. You can write your own name or the names of your colleagues.
Secondly, the relevant information provided by customers. I want to focus on the personnel income certificate. One of the key points is the details of the position. Because in the credit card sales guidelines, the approval rate of employees with stable positions is relatively high. Some colleagues in the marketing process, see each other's position is not very good, they have ideas, such people will certainly not be recognized. Here I want to talk about my own experience. Take one unit, Yangzhou Youth Travel Service. It should be said that the recognition rate of tour guides is very low because their work is unstable. On the other hand, it is impossible for a tour guide to take a tour group every day for 365 years. When he is not with the tour group, he is responsible for scheduling and related paperwork, so I asked them to write "plan, clerk" in the post column. At the same time, I also wrote a statement explaining the position of this unit in Yangzhou and the cooperation with our bank, hoping to increase the credit line. As a marketer, you should make the auditor of the credit card center think that this unit is necessary.
The third is the maintenance of customers. Is the so-called after-sales service. This job is to call customers after the application form is issued, asking them if they have got the card, how to use it, and what they don't understand, and thanking them for their support for CITIC's work. In fact, the purpose of doing so is very simple. I hope they can introduce some customers to us, at the same time, contact feelings, explore a number of high-quality customers, and prepare for future banking business.
Above, I share with you some feelings in the process of credit card marketing from four aspects. Many of these ideas are the results of joint discussion by comrades in our department when studying the credit card marketing scheme, and they have also made considerable efforts in the process of credit card marketing. I think the marketing of credit cards is very challenging in the current social situation. Everyone has their own marketing ideas. If we can exchange experiences spontaneously, I believe our credit card task will be completed in _ _ _.
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