Bank external marketing 4.0 - precise attack and quality locking
Improve mental skills, master technology, and form a system.
Project background
"Bringing in, going out" has become the main trend of bank marketing, and extension marketing and grid precision marketing have become the mainstream trends of bank marketing. However, in the process of banks actively going out for overseas marketing, various problems gradually emerged:
Focusing on blind marketing, ignoring the characteristics of customers and the needs of stakeholders, leading to customer resentment.
To cater to customers is not to meet their needs, but to blindly agree to their various requirements.
Cannot analyze customer characteristics and integrate resources to meet customers' non-financial needs.
?
In short, outward marketing for the purpose of blind sales has not greatly improved customer satisfaction and customer stickiness, and has not achieved the healthy development of the bank’s long-term interests. In the customer group Reverse psychology and effects were produced. Starting from these issues, based on the healthy development of the relationship between banks and customers and the rapid development of bank benefits, the bank's external marketing 4.0 project takes customer analysis and customer needs as the core, relies on outlets, strikes accurately, locks in high-quality customers, and realizes the bank's relationship with customers. Customers' best win and best development.
Project goals
Cultivate a set of concepts: integrate resources and create a win-win situation with customers.
Learn a set of methods: analyze needs, explore needs, create solutions, and communicate solutions.
Master a set of tools: customer grid analysis, marketing planning, and review summary.
Project model system: (online) preliminary training knowledge and material preparation (offline) 6 days and 4 nights training (full version) solidification.
Project features:
Features
Detailed notes
Accurate
According to the characteristics of the bank’s target customers, Develop precise marketing and service plans.
System
A complete system is formed before, during and after training to ensure that the scientific marketing model is solidified and efficient.
Chain reaction
Online and offline linkage, banks, institutions, and master trainers link up to ensure efficient implementation of the project.
Gong Chuang
Students and customers create a win-win situation, while lecturers, teaching assistants and banks create a win-win situation.
Participants: bank account managers, tellers, lobby managers and other business marketing related personnel.
Teaching method: flipped classroom/action learning: lecturer teaching group discussion, brainstorming, sand table simulation video discussion town meeting
Project stage:
Serial number
Phase
Content
One
Online sharing
Before the project is implemented, the lecturer will share it online through WeChat Students will preview relevant knowledge points.
2
Offline preparation
Students collect and organize customer information according to the requirements of knowledge points.
Three
Planning scheme
On-site design and planning project plan and schedule.
Four
Node Drilling
Conduct field exercises on key nodes in the marketing process: exploring needs, handling objections, etc.
Five
On-site execution
Carry out on-site operations according to the planned marketing model and test the results of the plan.
Six
Abstract
Compare the planning results with the on-site implementation results, summarize and reflect, and optimize the marketing model.
Seven
Quickly solidify
Summarize the marketing model and form marketing model results for different customer groups.
Eight
Formation efficiency
Supervise and guide the continuous application of the marketing model to create benefits for the bank.
Knowledge points and practice points involved in the project:
Opening: team formation, swearing-in, group PK.
1. Improve mental skills: Position the relationship with customers.
1. Misunderstandings in role positioning of small and micro business personnel
1) Too eager to make business and blindly promote their products.
2) Blindly accommodate customers and agree to their unreasonable requests (customers will be greedy if they don’t cherish the good things they get).
2. Correct role positioning.
1) You are the client’s consultant, providing the professional services he needs (what others cannot do is precious)
2) You are the spokesperson of the company, not the client Loudspeaker.
3) You create value for customers, and customers reward the company through continued purchases and recommended purchases.
3. The three stages of marketing: marketing yourself, marketing the company, and marketing products and services.
4. Towards consulting marketing.
2. Marketing preparation
1. Be fully prepared and do not give customers a chance to regret.
2. Hardware preparation: Prepare small weapons that can be used at any time.
3. Software preparation:
1) Various methods and techniques
4. Daily preparation: Develop good habits.
5. Temporary preparation: Collect customer cases of the same scale as the customer industry.
Third, make appointments and tap customers.
Customer needs
1. Practical problems: They all say that we must meet customer needs, but sometimes customers don’t know what they need, and I don’t even know, what should I do?
2. Solution: Explore customer needs
3. Make an appointment with customers by phone: Start with praise
Telephone marketing drill: Make an appointment with customers by phone (make an appointment to meet; make an appointment Participate in salon activities; make appointment for meeting marketing)
4. Four actions to explore customer needs:
Talk about the current situation (targeting customers who refuse to be marketed and refuse to pay)
Finding problems (directly hitting customers' hearts)
Attracting attention (causing customers' fear)
Solving problems (eliminating customers' fear)
Practice exercises : How will you discover customer needs?
IV. Product and service solutions
1. Realistic problems: The product is very good and customers agree with it, but they just don’t pay for it. What’s going on?
2. Countermeasures: Selling buyer’s interests
3. FABE rule of product introduction
1) Characteristics and examples of characteristics: describe the characteristics of specific products or services
2) Examples of advantages and advantages: describe the advantages of specific products or services
3) Examples of benefits and benefits: describe the benefits of specific products or services
4) Evidence speaks louder than you: proof of examples and logic
5) Effective structure: "Because (characteristics)?, there are (advantages)?, (benefits) for you ?,
6) Do you see (evidence)?".
Practice exercise: How to demonstrate and promote your bank’s products and services to customers?
4. Practical problem: How should I introduce and evaluate competitors' products and services?
5. Countermeasures: Competitors’ products (services are very good), ours is more suitable for you, because?
Practical drill: How do you compete with competitors’ products (or Service) stand out in comparison?
6. Design comprehensive service plans for customers
5. Handle customer objections
1. Real problems: Customers often find faults for no reason, what should I do? manage?
2. Idea: Those who dislike the goods are the ones who buy the goods
3. Six steps in handling objections: Listen - Pause - Praise - Restate - Process - Confirm satisfaction
4. Objection handling methods: ignore method, "Yes? What if?" method, etc.
Practical drill: How to deal with objections from difficult customers?
6. Identify the transaction signals and promote the transaction
1. In response to the problem: I am often not sure when I can ask the customer to sign the order? Are you afraid that the customer will reject you if you are early, and are you afraid that the cooked duck will fly if you are late?
2. Countermeasures: Take advantage of the customer’s dazed state to prompt the transaction (the inspiration of the word "marriage")
3. Recognition of transaction signals (implementation of details: verbal signals, facial expression signals, actions Signals)
Practice exercise: What information do these customer signals convey? How should we respond?
4. If the transaction fails, friendship lies in: Don’t forget to fight for the next opportunity
5. The final trick: come back
Relationship management after the transaction is completed: Don’t let it go Customers regret, let customers help you develop customers
Group planning
1. Goal planning for each group
2. Goal competition and questioning
3. Each group team creates and develops an action plan
4. Each group reports the action plan and accepts questioning
5. Each group’s goals are posted on the wall and take an oath
>Implementation
Going abroad - marketing expansion: streets, administrative districts (schools, hospitals, agencies, etc.), business districts, parks, agricultural areas
Requirements for different Customers must have different marketing models and targeted marketing products, such as:
Customer groups
Marketing models
Examples of targeted products and business areas
Door-to-door, ***win*** innovative marketing from the mall management
POS, credit, gathering QR code community
Community promotion activities, square dance organizers, School ***win*** innovative marketing
Regular, financial management, consumer loans in rural areas
Visits to demolition households and farmers, village branches and village committees ***win* **Chuang Marketing
Regular, operating loans, financial management parks
Industrial chain supply chain analysis, comprehensive financial plan, management committee ***Win***Chuang
Government areas such as mortgage revolving loans and wage payment services
Propaganda in schools, hospitals, party and government agencies, cooperation with trade unions and offices
Credit card consumption loans and financial management, etc.
1. Morning meeting
1. Morning meeting, group image display, plan arrangement
2. Group PK promotion
3. Communication of important matters
2. Implementation - during the day
Each group implements the marketing plan formulated by its own group outlet. PK based on actual performance. The tutor follows, communicates, counsels and improves in a coaching style.
1. Tracking and coaching on customer communication
2. Tracking and coaching on conference marketing
3. Tracking and coaching on marketing activity strategies
3. Nightly review summary and skill strengthening drills
1. Group reports on battle status
2. PK fulfillment
3. Students share and classic cases are presented
4. Teach and practice specific marketing techniques for the key target customers of daytime marketing (six districts), including: For rural areas: appointment, negotiation, and cooperation plan design with the village secretary. For parks: park management committee Meeting appointments, negotiations and cooperation plans are designed for political districts: schools, hospitals, government offices or trade union leaders to make appointments and negotiations
4. Lecturer’s summary
5. Key points review
Summary of review
1. Basic principles, functions and methods of review
2. Review of each group:
1. Review goals
2. Evaluate results
3. Summarize reasons and patterns
4. Improve actions and clarify rewards and punishments
3. Mentor Summary
IV. Project Review
V. Leadership Summary and Awards
Continuous Efficiency Improvement
Internal supervision to guide students to solidify and form The scientific marketing model is applied in daily marketing work to continuously create benefits for the bank. At the same time, we discover new problems in the marketing process, guide students and customers to create a win-win situation, explore new models and ways of cooperation, and achieve sustainable win-win development.
Mr. Yang, bank marketing management expert
Professional qualifications
Practical expert in bank innovative marketing management with 13 years of bank training service experience
Jiangxi Training Vice President of the Federation of Trade Unions
Associate Professor and Master Supervisor at the School of Finance, Jiangxi Normal University
Visiting Professor at the Industrial and Commercial Bank of China Training Center
Shandong University, Southwestern University of Finance and Economics and other well-known universities Distinguished Course Lecturer
Ph.D. in Management, Tongji University
MBA from Shanghai Jiao Tong University
Q&A from Distinguished Experts of the "Frontier Lectures" and "Preacher" columns: Bank Marketing Case Story
Bank Marketing Case Story
Part 1: Bank Marketing Case Story
Bank Marketing Case Story Example 1: MBA Marketing Case Story 1. Two small shops selling porridge
There are two small shops selling porridge. The one on the left has almost the same number of customers as the one on the right, with a constant flow of people coming in and out. However, when settling the bill at night, the one on the left is always a hundred dollars more than the one on the right, almost every day.
So, I walked into the porridge shop on the right. The waitress welcomed me in with a smile and served me a bowl of porridge. Ask me: ?Do you add eggs? ?I said add. So she added an egg to me.
Every time a customer comes in, the waiter will ask: "Do you want to add eggs?" ?Some say they will add it, and some say they don’t. It’s about half and half.
I approached the small shop on the left again. The waitress welcomed me in with the same smile and served me a bowl of porridge. Ask me: ?Add one egg or two eggs? ?I laughed and said: ?Add one. ?
Another customer came in, and the waiter asked again: ?One egg or two eggs? ?If you like to eat more, please ask for two more. If you don't like to eat more, please ask for one more. There are also requests not to add it, but they are rare. At the end of the day, the small shop on the left will sell many more eggs than the one on the right.
Marketing inspiration:
Leave room for others, but also strive for as much territory as possible for yourself. Only in this way can we win silently. Marketing is not just a matter of methods, but more of an understanding of consumer psychology.
2. White geese caught in the net
White geese often gather at the lake, where many white geese often choose suitable places to roost.
3 It seems that the marketing inspiration of implementing this kind of smile: Marketing inspiration: Smile is a world language that does not require translation. It conveys kindness, friendliness, and joy. In fact, Xiao Yang and Bai Liang talked about today's situation. Bai Liang was very excited to win the relationship with Huasheng's boss. Related Q&A: What are some classic and amazing marketing cases?
Classic Case 1
Nickname bottle marketing of the century-old brand "Coca-Cola"
Coca-Cola modified the original packaging based on user characteristics. The offline materialization of the behavior of tagging people on social media has aroused enthusiastic pursuit by consumers.
After the user gets the Coca-Cola nickname bottle, it will continue to be spread twice to form a viral marketing effect. The spread of the virus and the continuous attraction of the content to cater to the public's preferences, combined together, promote The "Coca-Cola Nickname Bottle" became a hit on the screen.
Of course, a large part of the reason for the success of the "Coca-Cola Nickname Bottle" lies in the opponent's slow reaction.
Taking advantage of human nature’s tendency to show off, Coca-Cola’s use of its cost advantage to enable consumers to gain bragging rights and spontaneously increase the flow of its information can be said to be a very clever approach.
But when the nickname was really printed on the Coke bottle and started to be sold in large quantities, the advantage of scarcity of information accumulated before was gone. Everyone can have a labeled product. Having a nickname bottle is no longer something to show off.
When the "Coca-Cola Nickname Bottle" became very popular, similar manufacturers did not make it more popular in time, and also produced and optimized this idea, so that for a long time it was just a "Coca-Cola Nickname Bottle" Dominate the market.
In any case, we still have to admire Coca-Cola for achieving a milestone success. Created a phenomenal marketing campaign.
Classic Case 2
The most successful mineral water marketing: only selling half a bottle of water, but sales increased 6 times
Life Water Company sells full bottles of mineral water At the price of water, it only sells half of the water to customers. As a result, its products are very popular, and its sales volume actually increased by 6 times.
The reason is that LIFE WATER Company found that after daily meetings, parties, chats and other activities, people often drink less than half of the mineral water and inadvertently waste it. In a city, the mineral water people throw away every day adds up to the drinking water of 800,000 children in water-scarce areas.
LIFE WATER Company has changed 45 assembly production lines in 15 of its factories to produce 50 million half-bottles of mineral water every day, which is sold to 70,000 supermarkets and convenience stores. The other half of the water is sent to areas with severe water shortages and distributed to children who suffer from daily water shortages.
The half-bottle mineral water of the new LIFE WATER has a simple design. It also has photos of children in water-scarce areas printed on it, making people always pay attention to it inadvertently. Moreover, the new mineral water also has a QR code printed on it. As long as people scan it, they can follow more information about water-deficient children.
In an environment where the homogeneity of drinking water is extremely serious, LIFE WATER has given water supply a new value, which is the value of "caring for water-scarce areas". In this way, when consumers are shopping, they are no longer just deciding on the choice of buying water, but also supporting the purchase of water and the love and assistance for buying water.
The so-called marketing is to continue to expand the value and continue to sublimate the brand in addition to the value of the product itself!
Classic Case 3
Fighting in the Red Sea, taking 15% of the market share of the "magic drug" Baijiahei
In 1995, "Baijiahei" In just 180 days after its launch, sales exceeded 160 million yuan, capturing 15% of the market share in the crowded Red Sea cold medicine market and becoming the second brand in the industry. This is a miracle in the history of marketing communications in mainland China. This phenomenon is called the "white plus black" shock, which has had a strong impact on the marketing industry.
Generally speaking, in a homogeneous market, it is difficult to discover a "unique selling proposition". "White plus black" is a great idea.
It seems simple, just divide the cold medicine into white tablets and black tablets, and put the sedative "chlorpheniramine" in the cold medicine into the black tablets, but all the great innovations in the world are actually "small changes" ".
“White plus black” hits users’ pain points hard. Almost all cold patients have a huge pain point, which is that they feel uncomfortable without taking medicine and feel sleepy after taking medicine. It's uncomfortable anyway. The slogan "Bai Jia Hei" directly solves the deep pain points of users. Make "Baijiahei" different from all other cold medicines!
Of course, "Baijiahei" relies too much on advertising, does not pay attention to terminal construction, and ignores marketing management. As a result, "Baijiahei" is rarely seen in terminal stores, has a large number of accounts receivable, and sales are not smooth. This in turn affects the delivery of advertising. "White plus black" quickly declined. Cold medicine has become a daily necessity for residents. Most people no longer purchase cold medicine through hospital channels, but turn to mass channels.
Although "white plus black" is rarely seen in today's market, the marketing legend it once left behind is worthy of learning from countless companies.
Classic Case Four
In 2016, Nongfu Spring took video advertising to a new level
In the eyes of the public, video advertising has always been hated. One is because the advertising content is very harsh and embarrassing, and the other is because the advertising affects the movie-watching experience.
Nongfu Spring launched a video advertisement called "One Hundred and Twenty Miles - A Day in the Life of Xiao Shuai" in 2016. The advertisement mainly tells the story of Xiao Shuai, a water quality inspector, leading the audience to learn more about farmers. The story of the water source of Wuling Mountain.
Nongfu Spring then launched two more commercials, "One Day's Vacation" and "One Person's Island", which also told the story of their love for this job and their persistence from the perspective of Nongfu Spring employees. , it is the perseverance of every employee that has achieved the quality of Nongfu Spring for twenty years.
After this series of advertisements, the video advertisement that has been criticized has been talked about and has hit the screen many times! Some people even go online to search for Nongfu Spring advertisements to watch! This event is a classic in the marketing world!
Nongfu Spring actually used several killer moves to achieve this grand occasion.
The first is that after a few seconds of the ad playing, there will be an option to click to skip the ad. This behavior makes users feel respected, and their favorability towards its advertisements increases a lot. Some users with strong "reverse psychology" even watched all the ads.
Secondly, Nongfu Spring’s advertisements are of very high quality and highly watchable. The advertisement is not a hard advertisement to promote the product, but the content introduces the very beautiful scenery of the water source and the stories of the employees. Such an eye-catching advertisement
When the advertisement is highly entertaining and has a topic that is easy for users to spread, such an advertisement is already successful.