Credit card activity planning plan
In order to ensure that things or work are carried out effectively, it is often necessary to prepare a plan in advance. The content and form of the plan must be developed around the theme to ultimately achieve the desired effect. and meaning. So how should we write a plan? The following is the credit card activity planning plan I compiled, welcome to share.
1. The essence of the selling point of a credit card
The essence of a credit card is borrowing for consumption, which is the main selling point of a credit card. Major banks have launched various themes in a targeted manner, and various added values ??and services can only be the icing on the cake, but cannot be a timely help.
The selling points of credit cards can be mainly divided into two categories:
(1) Adjustment of funds
In life, many people may buy large items with cash, which may lead to The shortage of funds brings unnecessary worries, and credit cards can solve this problem.
(2) Overdraft consumption
In some consumption places, when individual prices are relatively expensive and there is not enough cash on hand for the time being, overdraft consumption can fulfill the buyer's shopping needs.
2. Target customers of credit cards
According to some relevant information searched online and my understanding of credit card products, the target customers of credit cards are mainly young fashion people and middle-aged business people. people and government officials.
The biggest similarity between the two is that credit card consumption is based on a certain and relatively stable income.
According to the analysis of the consumption characteristics of this type of target group, there are mainly the following characteristics:
(1) Impulsive consumption
This is especially true among young people. The fashion crowd is more obvious. Young and fashionable men and women are curious about and trying out new things, so they are willing to pay a certain amount of money for them. Moreover, the consumption concepts of young people are much more advanced than those of their elders, and their consumption is characterized by impulsive consumption. Although the things purchased may not be necessary expenses, based on the perceptual understanding of the goods, they are willing to use their cards to consume.
(2) Vanity consumption
Credit cards are a symbol of good credit. Having a credit card reflects that the card owner has been recognized by the bank in terms of creditworthiness. There is a subconscious sense of vanity when swiping a card to make purchases in front of friends or relatives, which of course does not exclude other convenience factors obtained by using a credit card.
(3) Rational consumption
In view of the fact that using cash to purchase large-ticket items will occupy the funds on hand, resulting in tight expenses after shopping, you can apply for installment payment by using a credit card, although it requires It is cost-effective to pay a certain handling fee, but use a smaller capital price in exchange for long-term loose conditions for capital use. The use of credit cards for installment payments shows that the card owner has certain rational consumption tendencies.
(4) Long-term consumption
When you use a credit card for consumption, the overdraft limit can be adjusted based on the consumption record, which reflects the card owner’s good reputation in the bank and is useful for future loans to buy a house or a car. etc., can provide certain convenience.
3. Credit card marketing methods
(1) Community marketing
Community marketing has a certain theme marketing nature. By setting up promotion points in residential areas where target customers are concentrated or in commercial places with a large flow of people, we can attract the attention of potential customers to the maximum extent and put forward transaction requirements.
(2) Floor sweeping
As the most common way to visit unfamiliar customers, although the workload is heavy, sweeping the floor plays an important role in discovering unfamiliar potential customers. Especially after taking over the key tasks of various companies in commercial office buildings, it has a better effect on group-issued credit cards.
(3) Introduction from acquaintances
Introduction from acquaintances is the method with the highest success rate in credit card marketing. Interpersonal relationships with Chinese characteristics are very helpful for marketing. With the help of strangers becoming regular customers or your own relatives and friends, it is conducive to viral promotion. The premise is that you do a good enough job in maintaining customer relationships.
4. Credit card sales process
Based on the summary of the credit card customer search and marketing process, the credit card sales process can be summarized as follows:
Put forward demands (15%)————answer questions (40%)————propose transactions (20%)————handle business (5%)————customer relationship maintenance (20%)
Use percentages to allocate weights to each link to see which steps are important.
(1) Putting forward demands: divided into two situations.
First, if the customer takes the initiative to request a card, it means that the customer has a certain preliminary understanding of credit cards. What the salesperson has to do is to try to answer customers’ other questions about credit card products. Such initiative It is easier to get door-to-door customers.
Second, if the sales staff take the initiative to look for potential customers. In this case, the customer has no explicit needs. It is necessary to elicit the potential needs of customers through hints and other methods. The SPIN sales method can be used here.
S: Understand the customer's current use of funds by asking, such as where the main expenses are spent in a month, etc.
P: Find out some problems that arise in customers' daily consumption, such as whether there is a deficit, savings situation and financial management, etc.
I: Strengthen. There was originally a need to spend cash for consumption, but it was abandoned because it was temporarily unavailable.
N: It is proposed that the solution to this type of problem is to apply for and use credit cards rationally, and use credit cards to solve problems caused by ordinary cash expenditures and large consumption.
(2) Answers to 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. When answering customer questions, colleagues provide instructions on the relevant rules of credit cards and personal suggestions for use, which is helpful to promote transactions.
For example: 1. The longest interest-free period if optimal use
2. The difference between installment payment and minimum repayment, explain the rules and make personal suggestions
3. Recommend corresponding credit card products based on previous understanding of the customer’s actual situation. For example, customers who frequently shop online 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 based on their own understanding.
In short, different groups of people face different Ps. Female consumers are characterized by impulsive consumption when shopping. They are afraid that the products they are interested in will no longer be available or will become out of date. In addition to certain impulsive consumption characteristics, male consumers also have a vanity mentality. Middle-aged consumers should be a little more rational when making credit card purchases, and can focus on the amount of funds occupied by installment payment.
(3) Propose the transaction
After going through the previous steps, the customer already knows whether to apply for a credit card. At this time, it is necessary to propose the transaction in a timely manner to capture the customer , the speech skills at this stage are very particular:
1. The customer is silent
The customer is silent, indicating that they are still in the process of weighing, and at this time it is necessary to add fuel to the fire in time< /p>
2. The customer refuses politely
Be clear about the real reason for the refusal. Some of them mainly include the following issues:
(1) Do not agree with the value of advanced consumption
(2) The procedures are troublesome
(3) ) Are dissatisfied with the overdraft limit
(4) Think the annual fee charged by the credit card is too high
(5) Have already applied for other credit cards
The above 5 The reasons are common words of rejection by customers, so be fully prepared in advance and come up with targeted solutions when encountering corresponding feedback.
(4) Customer relationship maintenance
After the credit card is processed, the entire sales process is not over yet. Customer introduction is a marketing method that maximizes efficiency, so it is very necessary to maintain customer relations.
From the moment you reach your intention and apply for a credit card, it is very important to provide high-quality service from the customer's perspective.
To apply for a credit card, you need to fill in some forms. Sometimes the customer will bother you first. At this time, the salesperson only needs to ask the customer to fill in a few key places on the form, such as the applicant's signature, etc. The rest of the relatively unimportant information can be written down by the salesperson. Fill in on your behalf. This saves customers time and improves sales efficiency.
Even after the credit card is processed, timely follow-up is required. Contact the customer by phone to ask if the credit card has been received, its usage, if there are any questions and resolve them in a timely manner, express gratitude to the customer for applying for the credit card, and hope to have more communication opportunities in the future. Serving existing customers well will be very helpful in developing new customers through them in the future.
5. Sales question letter
1. I usually only use cash, not credit cards
This kind of rejection actually subconsciously reflects that the customer does not have a clear understanding of credit card products. Shao Rumor has learned that many people have become "card slaves" due to misuse of credit cards. The essence is still their pursuit of the traditional value of "living within their means" and their incomprehension of advanced consumption and overdraft consumption.
It is the most expensive and least effective way to change the minds of consumers. Therefore, salespeople should not pester customers on this point. They should simply state that the main function of credit cards is not for advanced consumption and overdraft consumption. It is used for cash turnover, and a simple example of cash turnover is given. This type of customer has a relatively conservative consumption concept, so they also pay attention to the cost of capital expenditure. By explaining the use of credit cards, a series of problems caused by financial constraints can be alleviated, and I believe there will be certain improvements.
2 The repayment procedure is too troublesome
Potential customers believe that credit card repayments need to be handled at the counter, and the current integration of many bank branches has resulted in a large number of people handling business and low efficiency, which makes customers feel Not satisfied. At this time, you only need to point out that the credit card repayment can be done on any day within the interest-free period, and explain that the ATM can repay the money. As long as the debit card is linked to the credit card, the repayment can be made automatically, without going to the counter. Convenient and simple.
3. I have applied for credit cards from other banks
This may be an excuse, or it may be a fact. At this time, the salesperson needs to ask questions such as which credit card from which bank the customer has applied for, how long is the longest interest-free period, what is the limit, what are the additional services, etc., so that they can promote the advantages of their own credit card in a targeted manner. At the same time, customers can be informed that applying for an additional credit card will not incur much cost. Instead, multiple credit cards can be used to transfer funds to each other. Pay attention to using the advantages of our bank's credit cards to divert customers' attention.
4. Whether to charge an annual fee, the fee is too expensive, etc.
As for the issue of annual fees, inform customers that as long as they swipe their cards for consumption within a year, there is no limit to the amount, how many times , the annual fee can be waived. I believe the customer’s concerns are unfounded. Regarding the remaining fees and costs, we inform customers of the bank's credit card handling fees and other expenses, and make comparisons to illustrate that using our bank's credit cards can make customers' costs lower.
6. Summary
To sum up, the development of credit cards in the Chinese market has just started, and many people’s concepts have not yet changed. Therefore, it is inevitable to encounter various obstacles in the process of promotion. The Chinese are a savvy group of people, so when promoting, you must stand from the customer's perspective and explain the cost reduction brought by using credit cards. This needs to be based on a full understanding of your own products and the products of other competitors.
And, be very flexible when it comes to finding potential customers, and don’t be limited to fixed thinking. Looking around, pedestrians on the street are all your potential customers. The key is to find a scientific classification standard, and then develop reasonable promotion and visiting methods based on this standard.
How can I market a credit card?
I think credit card marketing cannot simply be based on personal person-to-person card issuance marketing or online marketing. If this continues, personal performance will never be improved. I came up and put in a lot of energy, so this view should be changed.
I have an idea and have been studying the feasibility of this.
1. For example, I contacted a company , based on the company's business scope and cultural characteristics and the main source of profits, combined with the characteristics of the bank's credit cards, we will make a credit card marketing plan that will win for the company, the bank, itself, and customers. This plan will be passed through the bank Launched together with the company ***, then, all credit cards applied for this business should be recorded under one's own performance name, regardless of the channel through which the customer applied for it. As the planner of this plan, you only need to Check the number of cards issued with the card issuing bank every month for commission settlement. The planner can analyze and judge the growth of the number of cards issued and the identity composition of the applicants based on the number of cards issued each month. At certain intervals, based on these analyses, timely Plan new supplementary plans to attract customers.
To put it simply, this method is to change yourself from a credit card direct seller to a credit card project planner. Only this change in thinking and changes in business can Only in this way can you get more rewards. Of course, this change will also have higher requirements on the business ability and planning ability of credit card direct sellers.
2. In addition to sales, credit card marketing also requires Do a good job in later follow-up visits to consolidate work
Don’t think that customer resources are one-time
For example: are there any points activities
or
For the latest information on credit card consumption, you might as well contact old customers more, maybe more new customers will be generated!
Credit card marketing plan
1. The essence of the selling point of credit card
The essence of a credit card is borrowing for consumption, which is the main selling point of a credit card. Major banks have launched various themes in a targeted manner, and various added values ??and services can only be the icing on the cake, but cannot be a timely help.
Personal summary The selling points of credit cards can be mainly divided into two categories:
(1) Adjusting funds
Many people in life may buy large items with cash. This leads to a shortage of cash flow and unnecessary troubles, and credit cards can solve this problem.
(2) Overdraft consumption
In some consumption places, when individual prices are relatively expensive and there is not enough cash on hand for the time being, overdraft consumption can fulfill the buyer's shopping needs.
2. Target customers of credit cards
According to some relevant information searched online and my understanding of credit card products, the target customers of credit cards are mainly young fashion people and middle-aged business people. people and government officials.
The biggest similarity between the two is that credit card consumption is based on a certain and relatively stable income.
According to the analysis of the consumption characteristics of this type of target group, there are mainly the following characteristics:
(1) Impulsive consumption
This is especially true among young people. The fashion crowd is more obvious. Young and fashionable men and women are curious about and trying out new things, so they are willing to pay a certain amount of money for them. Moreover, the consumption concepts of young people are much more advanced than those of their elders, and their consumption is characterized by impulsive consumption. Although the things purchased may not be necessary expenses, based on the perceptual understanding of the goods, they are willing to use credit cards to consume
(2) Vanity consumption
Credit cards are a symbol of good reputation. Having a credit card reflects that the card owner has been recognized by the bank in terms of creditworthiness. There is a subconscious sense of vanity when swiping a card to make purchases in front of friends or relatives, which of course does not exclude other convenience factors obtained by using a credit card.
(3) Rational consumption
In view of the fact that using cash to purchase large-ticket items will occupy the funds on hand, resulting in tight expenses after shopping, you can apply for installment payment by using a credit card, although it requires It is cost-effective to pay a certain handling fee, but use a smaller capital price in exchange for long-term loose conditions for capital use. The use of credit cards for installment payments shows that the card owner has certain rational consumption tendencies.
(4) Long-term consumption
When you use a credit card for consumption, the overdraft limit can be adjusted according to the consumption record, which reflects the card owner’s good reputation in the bank. It will be useful for future loans to buy a house and a car. etc., can provide certain convenience.
3. Credit card marketing methods
(1) Community marketing
Community marketing has a certain theme marketing nature. By setting up promotion points in residential areas where target customers are concentrated or in commercial places with relatively large flow of people, we can attract the attention of potential customers to the maximum extent and put forward transaction requirements.
(2) Floor sweeping
As the most common way to visit unfamiliar customers, although the workload is heavy, sweeping the floor plays an important role in discovering unfamiliar potential customers. Especially after taking over the key tasks of various companies in commercial office buildings, it has a better effect on group-issued credit cards.
(3) Introduction from acquaintances
Introduction from acquaintances is the method with the highest success rate in credit card marketing. Interpersonal relationships with Chinese characteristics are very helpful for marketing. With the help of strangers becoming regular customers or your own relatives and friends, it is conducive to viral promotion. The premise is that you do a good enough job in maintaining customer relationships.
4. Credit card sales process
Based on the summary of the credit card customer search and marketing process, the credit card sales process can be summarized as follows:
Put forward demands (15%)————answer questions (40%)————propose transactions (20%)————handle business (5%)————customer relationship maintenance (20%)
Use percentages to allocate weights to each link to see which steps are important.
(1) Putting forward demands: divided into two situations.
First, if the customer takes the initiative to request a card, it means that the customer has a certain preliminary understanding of credit cards. What the salesperson has to do is to try to answer customers’ other questions about credit card products. Such initiative It is easier to get door-to-door customers.
Second, if the sales staff take the initiative to look for potential customers. In this case, the customer has no explicit needs. It is necessary to elicit the potential needs of customers through hints and other methods. The SPIN sales method can be used here.
S: Understand the customer's current use of funds by asking, such as where the main expenses are spent in a month, etc.
P: Find out some problems that arise in customers' daily consumption, such as whether there is a deficit, savings situation and financial management, etc.
I: Strengthen. There was originally a need to spend cash for consumption, but it was abandoned because it was temporarily unavailable.
N: It is proposed that the solution to this type of problem is to apply for and use credit cards rationally, and use credit cards to solve problems caused by ordinary cash expenditures and large consumption.
(2) Answers to 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. When answering customer questions, colleagues provide instructions on the relevant rules of credit cards and personal suggestions for use, which is helpful to promote transactions.
For example: 1. The longest interest-free period if optimal use
2. The difference between installment payment and minimum repayment, explain the rules and make personal suggestions
3. Recommend corresponding credit card products based on previous understanding of the customer’s actual situation. For example, customers who frequently shop online 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 based on their own understanding.
In short, different groups of people face different Ps. Female consumers are characterized by impulsive consumption when shopping. They are afraid that the products they are interested in will no longer be available or will become out of date. In addition to certain impulsive consumption characteristics, male consumers also have a vanity mentality. Middle-aged consumers should be a little more rational when making credit card purchases, and can focus on the amount of funds occupied by installment payment.
(3) Propose the transaction
After going through the previous steps, the customer already knows whether to apply for a credit card. At this time, it is necessary to propose the transaction in a timely manner to capture the customer , the speech skills at this stage are very particular:
1. The customer is silent
The customer is silent, indicating that they are still in the process of weighing, and at this time it is necessary to add fuel to the fire in time< /p>
2. The customer refuses politely
Be clear about the real reason for the refusal. Some of them mainly include the following issues:
(1) Do not agree with the value of advanced consumption
(2) The procedures are troublesome
(3) ) Are dissatisfied with the overdraft limit
(4) Think the annual fee charged by the credit card is too high
(5) Have already applied for other credit cards
The above 5 The reasons are common words of rejection by customers, so be fully prepared in advance and come up with targeted solutions when encountering corresponding feedback.
(4) Customer relationship maintenance
After the credit card is processed, the entire sales process is not over yet. Customer introduction is a marketing method that maximizes efficiency, so it is very necessary to maintain customer relations.
From the moment you reach your intention and apply for a credit card, it is very important to provide high-quality service from the customer's perspective. To apply for a credit card, you need to fill in some forms. Sometimes the customer will bother you first. At this time, the salesperson only needs to ask the customer to fill in a few key places on the form, such as the applicant's signature, etc. The rest of the relatively unimportant information can be written down by the salesperson. Fill in on your behalf. This saves customers time and improves sales efficiency.
Even after the credit card is processed, timely follow-up is required. Contact the customer by phone to ask if the credit card has been received, its usage, if there are any questions and resolve them in a timely manner, express gratitude to the customer for applying for the credit card, and hope to have more communication opportunities in the future. Serving existing customers well will be very helpful in developing new customers through them in the future.
5. Sales question letter
1. I usually only use cash, not credit cards
This kind of rejection actually subconsciously reflects that the customer does not have a clear understanding of credit card products. Shao Rumor has learned that many people have become "card slaves" due to misuse of credit cards. The essence is still their pursuit of the traditional value of "living within their means" and their incomprehension of advanced consumption and overdraft consumption.
It is the most expensive and least effective way to change the minds of consumers. Therefore, salespeople should not pester customers on this point. They should simply state that the main function of credit cards is not for advanced consumption and overdraft consumption. It is used for cash turnover, and a simple example is given about cash turnover. This type of customer has a relatively conservative consumption concept, so they also pay attention to the cost of capital expenditure. By explaining the use of credit cards, a series of problems caused by financial constraints can be alleviated, and I believe there will be certain improvements.
2 The repayment procedure is too troublesome
Potential customers believe that credit card repayments need to be handled at the counter, and the current integration of many bank branches has resulted in a large number of people handling business and low efficiency, which makes customers feel Not satisfied. At this time, you only need to point out that the credit card repayment can be done on any day within the interest-free period, and explain that the ATM can repay the money. As long as the debit card is linked to the credit card, the repayment can be made automatically, without going to the counter. Convenient and simple.
3. I have already applied for credit cards from other banks
This may be an excuse, or it may be a fact. At this time, the sales staff needs to ask questions such as which bank and which credit card the customer has applied for, what is the longest interest-free period, what is the limit, what are the additional services, etc., so that they can promote the advantages of their own credit card in a targeted manner. At the same time, customers can be informed that applying for an additional credit card will not incur much cost. Instead, multiple credit cards can be used to transfer funds to each other. Pay attention to using the advantages of our bank's credit cards to divert customers' attention.
4. Whether to charge an annual fee, the fee is too expensive, etc.
As for the issue of annual fees, inform customers that as long as they swipe their cards for consumption within a year, there is no limit to the amount, how many times , the annual fee can be waived. I believe the customer’s concerns are unfounded. Regarding the remaining fees and costs, we inform customers of the bank's credit card handling fees and other expenses, and make comparisons to illustrate that using our bank's credit cards can make customers' costs lower.
6. Summary
To sum up, the development of credit cards in the Chinese market has just begun, and many people’s concepts have not yet changed. Therefore, it is inevitable to encounter various obstacles in the process of promotion. The Chinese are a savvy group of people, so when promoting, we must stand from the customer's perspective and explain the cost reduction brought by using credit cards. This needs to be based on a full understanding of your own products and the products of other competitors.
And, be very flexible when it comes to finding potential customers, and don’t be limited to fixed thinking. Looking around, pedestrians on the street are all your potential customers. The key is to find a scientific classification standard, and then develop reasonable promotion and visiting methods based on this standard.
How can customers increase the frequency of using credit cards?
1. First of all, for young customers who advocate personalized life, credit cards are widely used in sports, movies, games, animations, videos, and music. Layout in multiple fields such as this, closely integrates the personalized life needs of young customers with credit card service functions, attracting them to actively use credit cards to interpret their personalized life style. On the other hand, through the mobile terminal, we continue to launch a variety of activities such as discounts on singing and conversational dramas, business district promotions, half-price food, and movie sales to meet the different life preferences of young users, so that they can always find the best rights and interests that suit them. Improve customer stickiness and card consumption frequency among young customers.
2. At the same time, in terms of activating the consumption enthusiasm of old users, credit cards also adopt a multi-pronged approach to create a one-stop card discount platform covering all major life consumption scenarios such as a food, clothing, housing, transportation and entertainment platform. Specialized, diversified and personalized services meet the life needs of regular customers. Then introduce a membership-based business model and bind customers' card consumption with membership upgrade rewards to attract old users to use credit cards more frequently. Continuously expand mobile payment scenarios, further deepen the integration of online and offline payments, and cleverly combine Internet thinking with people-benefiting activities to better meet the actual needs and payment habits of cardholders, increase card usage activity, and further expand competition. Advantages, win reputation among users, and seize the first-mover advantage in the "cardless era".
3. Through a comprehensive gift voucher platform that integrates purchase, redemption, transfer, collection, inquiry and *enjoyment, a consumption model of "online coupon collection and offline enjoyment" has been created, covering High-quality resources across the country provide cardholders with richer and more convenient consumption discount integration services. On the one hand, it provides cardholders with card swiping discounts, on the other hand, it drives cardholders to upgrade their consumption methods, promotes offline consumption, and uses a platform strategy to connect cardholders and merchant resources. While promoting consumption upgrades, it is also effective Promote user stickiness and frequency of card consumption, thereby forming a win-win situation for "banks, users, and merchants".
Proposal idea:
In the era of mobile Internet, the market competition of credit cards is extending from the traditional competition of product functions to the competition of business philosophy, service experience, product innovation and refined management. In all-round competition, credit card institutions can only compete in the fierce market by allowing each business link to maximize their competitive advantages and synergy, build a one-stop, all-round, and convenient credit card consumption experience for food, clothing, housing, transportation, and entertainment, and win the lasting trust of users. stand out.
How to do a good job in credit card marketing?
Marketing is to inform consumers about your products, services, concepts, etc. through various means (of course legitimate), so that they can accept your products and be more likely to buy your products. In the eyes of some salesmen, marketing is sales. However, sales are actually just low-level marketing and a part of marketing. 1. Affinity: For a salesman, he must first be accepted by the other party. If you give people a disgusting impression, they will often avoid you. Maybe you can't have a handsome and beautiful appearance, but if you can look like a person who sells happiness, your personality and personality will already have the elements to be accepted by others. 2. Honesty: The foundation of an enterprise lies in honest management, which is a consistent business principle around the world. A salesman does not just sell goods to customers. The most important thing is to make the other party trust him. Therefore, honesty is the main reason to facilitate the transaction. 3. Confidence: Confidence is an important factor in gaining customer trust. Salesmen must have confidence and love for the goods or services they provide, so that customers can accept them and then buy them. Therefore, only confident salesmen can build deep partnerships with customers.
4. Optimism: Salesmen are faced with an ever-changing market. Of course, sales work must be done with hard work, but on the other hand, the tension must be transferred at any time. Therefore, salesmen must have a bold and optimistic character, and cannot settle for small setbacks. Or fail and feel helpless. It can be seen from this that a clear and optimistic personality is also an important factor necessary for a salesman. 5. Sense of responsibility: As a professional salesman, you must expect yourself