External marketing techniques

External marketing techniques. If you want high performance, eloquence is indispensable. When we, as salespeople, want to promote our company's products to others, how should we do it best? Regardless of the industry, sales have certain skills. The following is a reference for outsourcing marketing techniques. Outsourcing Marketing Techniques 1

1. Precautions for outsourcing

1. Find the target The quality of target stores and customer groups.

2. Think about how to recommend for a certain industry.

3. Greet customers or make recommendations at the appropriate time.

4. Be sure to keep smiling to give customers a sense of intimacy and not to be rejected.

5. Be confident, generous, and speak clearly to leave a good impression on customers.

2. Basic Outsourcing Skills

1. Ways to approach customers:

When entering (meeting), say: "Hello, excuse me, I am From XXXX4S Automobile Sales and Service Co., Ltd., our new model XXX has just been launched, with high cost performance and good reviews. I would like to give you a brief introduction. Can you think of it? "Customers generally don't say "no", so we will do it next. By introducing our products and asking what his intentions are, we recommend our cars based on his industry and economic strength.

Or say: "Boss (or Mr. or Miss), I am XXXX's sales consultant so-and-so. In order to further let you know about our company's current products, the company specially sent me to help such a prestigious boss like you." Service, can I delay your time for a few minutes?" Use this to open up the topic and pay a visit.

2. Customers react to high prices:

“Your car is too expensive, other people’s cars are much cheaper than yours!” Customers think that car prices are high, often because I didn’t choose the right reference, because “high price” is relative. Let the customer tell us first to see which brand of car he is comparing our "high price" with. If the customer compares our big brand with a small brand of car, we should explain to the customer the difference between the two. The prices cannot be compared because the brand awareness and market positioning are different.

Compare the various advantages and disadvantages of the company's products and competing products in detail, using data (C-NCAP test, etc.), certificates and other intuitive methods to analyze the company's status and product positioning and quality. Explain to customers in other aspects. Tell customers that behind our price products, there is a complete service system that is better than our competitors, and it is also an important guarantee for later use and maintenance.

Note: Do not deliberately attack competing products: Do not deliberately attack competing products in front of customers in order to prove that our products are good. This can easily arouse customer resentment. Be sure to convince customers with data and facts.

3. When the customer declares that he cannot afford it

"We have no money and cannot afford your car."

First of all, we must distinguish what the customer is saying. The real purpose of the words, and then deal with them respectively.

(1) For customers who really have no money, we can only do publicity.

(2) For customers who pretend to have no money, first use visual inspection and insinuation to estimate their financial strength and profits; then introduce to customers the use (driving) experience of other buyers; finally, be sure to emphasize distribution opportunities rare.

4. If the customer says "Let's take a look first and then talk about it"

You can say: "Well, since you have seen it, you can go to our showroom to take a look first, so that you understand To be more intuitive, you also know whether what I told you is true. Do you have time tomorrow? Good opportunities wait for no one, so you have to seize them. ”

5. If the customer. Say "I won't consider it for now"

You can say: "It doesn't matter. Some of our customers didn't plan to buy a car when they bought it in the past. At that time, they just said they had seen it on the street and many people drove it, but they really The idea of ??not starting after a test drive can’t be changed. If you don’t consider it after the test drive, you won’t regret it at all in the future.

6. How to get customers to leave their phone calls< /p>

1. Ask directly.

When asking a customer to leave a phone number, we have to send him a message: we leave the phone number to better deliver information to the customer without disturbing him.

2. Interest inducement. To send gifts, you can scan a QR code and add a WeChat account! Tell customers the benefits of our activities, help them introduce customers, establish cooperative relationships, etc.

3. Don’t force yourself to stay. If after completing the above aspects, the customer still has no intention at all, then don’t ask for it anymore, otherwise it will cause the customer’s resentment. External Expansion Marketing Words 2

Prepare carefully before external expansion

Nowadays, outlets are facing numerous assessment indicators, and various competitions are happening one after another: the beginning of the year is a "good start", and the middle of the year is "a good start". Spring plowing, summer sowing win autumn harvest", and the end of the year is "fighting the final battle", which can be said to be "three hundred and sixty days a year, fighting every day". The development characteristics of personal financial business determine that its growth method mainly relies on accumulation over time and cannot be expected to be driven by "blowouts".

Therefore, the person in charge of the outlet must analyze the surrounding environment, formulate an area development and marketing plan, and carry out work according to local conditions. This is like fighting an ambush. You need to survey the terrain in advance, conduct reconnaissance to understand the enemy's passing time, number of people, and weapons and equipment, and then occupy the favorable terrain to attack the enemy unprepared and take them by surprise.

Case:

The president of branch a of Bank A once led three employees to set up a stall at the entrance of the community to explain and promote "large-denomination certificates of deposit." There is only one entrance and exit in the community. Occasionally, someone will comment on their X display rack: "Isn't it the same product as ours?" After a long time, the effect is extremely unsatisfactory.

Reason analysis:

1. This community has only one entrance and exit, indicating that the area of ??the community is not large;

2. Saying "the products are the same" means that everyone It's a peer.

Sure enough, this turned out to be an employee community built by Bank B itself. The community is not big, and we are colleagues. If we come here to promote "large-denomination certificates of deposit", the effect can be imagined.

Case:

Urban branch c initially had only 11 employees. During the good start period, the president of bank c entrusted an intermediary agency to distribute 20,000 promotional leaflets and hang banners in the largest community nearby. 6 items. At the same time, employees were organized to set up stalls and conduct consultation activities at four entrances and exits of the community. The average daily growth of savings deposits at outlets c exceeded 70 million yuan, with remarkable results.

1. The area needs to be investigated and the market needs to be surveyed

The Art of War says: "Know yourself and the enemy, and you can fight a hundred battles without danger." Carrying out area investigation work is the basic work of area development, which can enable outlets to save money effectively. resources, improve area development efficiency and sales success rate, and avoid blind development. To conduct area investigation and market research to clarify the purpose of external expansion, you can start from two aspects:

Understand the overall situation within the branch area, including basic data on enterprises, merchants, communities, etc., and determine key points from it Target customers, potential customers, competitors, partners, etc.

Based on the obtained basic information of customers in the area, based on the different types of customers, asset quality, financial management needs and other comprehensive conditions, we can directly achieve precise marketing of products through telephone appointments and door-to-door visits.

2. There is a plan for external expansion and attention to details

The person in charge of the outlet should rationally formulate an external expansion marketing plan based on the actual situation faced by the outlet and combined with the relevant instructions of the superior department.

2.1 Overall planning and unified logo

Before the event, tents, banners, foldouts, posters, folding tables and chairs, small gifts, etc. with promotional logos must be coordinated and arranged, and the overall publicity planning , Don’t fight an unprepared battle.

2.2 The number of visits determines the world, and connections are money.

Selling personal financial products requires a wide range of connections, and the crowd tactics are indispensable. The location for external expansion should be carefully selected. If it is to provide stall-based consulting services, on the one hand it should not be too far from the outlet, and on the other hand it should be in places with large passenger flow (such as busy markets, markets, squares, communities, and stations). wait). This makes it easier for customers to come to your door for secondary marketing and cross-selling. Sensitive locations must be reported to the district urban management bureau, community property management, owners, etc. 3 days in advance to avoid situations where tents are not allowed to be set up.

2.3 There should be post-evaluation of activities, and advancement and innovation should be encouraged.

The outlets can regularly select employees with the most successful outsourcing projects and the highest amount of assets and give corresponding commendations.

3. The equipment must be well-equipped and materials must be sufficient.

Before going out, check whether the equipment is in good condition, whether the posters are clean and tidy, and whether the information is sufficient. Do not improvise. In addition, a rubber stamp can be engraved with the name, address, contact number and other information of the outlet, and stamped on the promotional leaflet and convenience service card to facilitate customers to find the nearest outlet and handle related services.

4. Personnel must be trained and explanations must be in place

Bank managers all know that there is no secret to marketing. In short, it is to "explain the advantages thoroughly and explain the disadvantages enough." The expansion of branches should be different from that of peddlers. It is an extension of the counter business, a financial performance in public, and represents the image of the bank. Therefore, the person in charge of the branch should require employees to use easy-to-understand language to impart financial knowledge and reflect relevant professional services to arouse customers' enthusiasm.

Chinese people attach great importance to first impressions. For this reason, before branch expansion, it is necessary to conduct appropriate training for participating employees and prepare certain marketing techniques to make the live "live broadcast" exciting and exciting. Impress customers and promote the development of personal financial business. If this activity is focused on promoting deposit products, the person in charge of the branch must require the participants to memorize the relevant content thoroughly. There must be drills in advance, marketing words must be standardized, and civilized etiquette must be kept in mind. Outsourcing marketing techniques 3

Organization and execution of outsourcing

Bank outsourcing activities can be roughly divided into two categories: precision marketing and non-precision marketing. The former can be divided into three categories. Channels: First, the development of customers from corporate channels (groups, companies, schools, hospitals, etc.); second, the development of customers from merchant channels (concentrated markets, industrial parks, etc.); third, the development of customers from community channels (communities, villages, etc.) development. The latter can be summarized as walking in the streets and setting up stalls.

1. Precision marketing captures “different”

Precision marketing can capture different opportunities and configure different products according to different units. If you are looking to expand your business externally, you can seize the opportunity before holidays, before bonuses and wages are paid, etc., and product configurations include insurance, financial products, precious metals, fixed fund investments, electronic banking, credit cards, loan business, salary distribution, and third-party custodian services. etc.;

When entering shopping malls, you can seize the opportunity of holiday consumption and gift-giving peaks, increase cooperation with well-known local malls, and carry out promotions such as flash sales, lottery, group buying, and points exchange for gifts. Activities and product configurations are mainly focused on credit cards, consumer installments, electronic banking, investment and financial management, POS machines, etc.;

Go into real estate development, you can take advantage of holidays to view houses and buy houses. During the peak period, with the help of developers and property management companies, through return visits and site visits, the product configuration includes housing loans, non-housing loans, home improvement installments, parking space loans, parking space installments, credit cards, electronic banking, wealth management products, precious metals Waiting is the main thing.

2. Non-precision marketing wins with "trust"

When outlets carry out non-precision external promotion, they must find ways to enhance customers' trust and lay a good foundation for business development. Subject to weather conditions permitting, the person in charge of the branch should require participants to wear uniforms and ID badges to present a good professional image of bank employees.

Someone once said: "Trust means believing and having the courage to trust." Nowadays, there are more fraudsters in the society, and the turnover rate of bank employees is relatively fast. In order to dispel customers' concerns, outlets can take pictures of the business organization's door, house number, consultation phone number, group photos of employees, etc. in advance, create a composite PPT or use software such as "Yiqixiu" to make a video, and display it on a laptop, iPad or mobile DVD It is played on a loop to create trust among customers and make it easier for them to find outlets (personnel) to handle related business, turning strangers into regular customers.

3. Adapt measures to local conditions and adapt to changes

The purpose of going global is to spread the word, which requires outlets to enrich promotional materials and expand their own brand advantages.

Therefore, the person in charge of the branch should organize employees to exert their subjective initiative, promote financial knowledge and fraud prevention knowledge, and remind everyone through a series of cases around them: When buying clothes, you must choose famous brands, and when conducting personal financial services, you must choose a reliable bank.

The Art of War says: "Soldiers have no constant momentum, and water has no constant shape." Managers can guide employees to use different speaking techniques according to different situations. Taking community stall expansion as an example, the design of the opening should adapt to the needs of the environment.

Reference words:

"Hello, we are the staff of D branch of D bank. Today we are conducting a customer satisfaction survey in our community. I wonder if I can delay you. One minute? ”

Extended topic: “Have you done business at our D bank before?”

If the answer is “Yes”

Then Just ask customers to talk about their service experience. If the customer feels that the service is poor, then they should apologize and explain that the purpose of today's survey is to improve the quality of customer service; if the customer feels that the service is good, then they can ask what business they mainly handle, take the opportunity to recommend recent flagship products or expand on other topics.

If the answer is "no"

Then take advantage of the situation and ask which bank you usually do business with, the main reasons for choosing other banks and the types of business transactions, and see if Bank D is better. alternatives. The topic can shift from product types to additional services and activities that banks can offer customers to attract their attention.

The results of external expansion must be implemented

Marketing without tracking is equal to nothing. After external expansion, information feedback, invitation for return visits, hall linkage, activity review, achievement display, experience sharing, etc. need to be carried out. For example, if a certain payroll customer requests that all employees enjoy free text message reminder services, and the branch is unable to agree at the moment, the customer's request must be immediately reported to the superior department and a satisfactory answer be given to them as soon as possible. At the same time, the person in charge of the outlet should organize employees to review the activities and summarize the successes and failures.