Although the study time is only two short days, but through this time? Customer manager's consulting marketing skills? Training has taught me a lot of marketing methods and communication skills that are helpful to my work, and at the same time, it has made me start thinking about how to change my working mentality and marketing methods, further improve customer marketing and expand marketing results.
What is fresh in my memory during training is a little game. The training teacher asked a group of colleagues to participate, and the teacher asked the group of colleagues to make one with their forefinger. People? Show him the lyrics. Everyone did what they were asked? People? Words, but the teacher said he saw most of them? Become? Word, everyone is wrong! So all my colleagues put it out? People? Words are just images from their own visual point of view. If from the teacher's point of view, they are one? Become? Words. The teacher wants us to know that the key to active marketing is to take the customer as the center and look at the problem from the customer's point of view, not self-centered.
When I heard this, I suddenly realized that I often unconsciously imposed my will on my customers at work, always thinking that what I chose for my customers was the best, and I didn't listen carefully to customers' needs, understand their ideas, and didn't think about whether it was suitable for customers. This marketing method is completely self-centered. Although we will consider customers more after the second generation transformation, the pressure of sales performance indicators will also lead to improper sales. The exploration of balancing the interests of banks and customer satisfaction will continue in the practice of our account managers. Training? People? And then what? Become? Enlightenment makes us jump out? Me? Bottleneck, whether it is sales or interpersonal communication, will have greater gains.
During the training, I have some new ideas in my mind. For example, service is to show the invisible service. How to explore the explicit needs and implicit needs of customers is to better introduce the services that customers potentially need. For example, using some efficient and concise business introduction skills can help me better improve the success rate of marketing, and how to cut into active marketing in conversation. For example, how to apply the negotiation rules of negotiators to actual marketing work; In marketing? S-P-I-N？ This theory aims at how to put forward marketing problems as quickly and accurately as possible. s？ -Asking about the current situation of customers; ? q？ -Asking customers about difficulties; ? Me? -Ask customers about some potential needs; ? n？ -Ask some questions about customer values, ask more and listen more. Compared with the time when I recommended products to customers before, I didn't know the psychology and needs of customers through correct questions, only to find that we can only be a primary school student forever in front of this rich marketing book, and this training has let me enter the door of marketing.
Learning marketing theory and practical marketing skills will be of great help to my personal full-time account manager. I believe that my marketing level will be further improved through this training.
Chapter two: consultative selling's skill experience.
I was very lucky to participate in the "consulting marketing skills" activity organized by the company. The core of sales ability course training. Through the study of this course, I understand the concept and principle of consulting sales skill training. Building relationships with customers? Make a sales call plan, determine the priority issues, explain and strengthen the product advantages, get feedback and response, and get commitment? Sales process, steps, etc. Through study, I know.
Skills training in consulting sales is a sales method generally recognized by sales staff at present. It refers to a sales method in which salespeople use their professional sales skills to introduce products, and at the same time, use their analytical ability, comprehensive ability, practical ability, creative ability and persuasion ability to complete customer requirements, predict customer's future needs and make positive suggestions.
Through the study, I realized that to be an excellent salesman, especially in the financial industry, we must establish the consultative selling concept of taking customers as the center and helping customers solve problems, and focus on solving customer problems instead of products. Secondly, before discussing visiting customers, we should make full analysis and preparation. When facing customers, pay attention to the key points of each link and the details that need attention. Third, we must take customers as the center and show the benefits brought to customers. Explore customers' problems and reflect the value of our solutions. Fourth, improve the service quality, let customers feel the value brought by the follow-up service, and then lock in customers and let them continue to buy. Fifth, in the face of different customer groups, it is necessary for us to formulate sales strategies for different customer types through personality type analysis. In my study, I was most impressed by the following points:
1.？ Do sales with your heart and serve with your heart?
Using our brains to do sales skills training means that we can use our brains, find ways, do market research, develop and design innovative products, build effective sales channels, do a distinctive publicity campaign, and use the network to target groups to effectively sell our products; Doing service with heart means not only selling products, but also providing customer service and maintenance in the pre-sale, middle-sale and after-sale stages, so that customers can fully realize the professionalism and professionalism of our sales and truly enjoy satisfaction, safety and comfort. And as a salesperson of financial products in the financial industry, what should we follow? Do sales with your heart and serve with your heart? The idea of doing a good job in financial product sales service.
2.？ Persuasiveness and credibility?
The power of faith is infinite, and what kind of faith has what kind of result orientation.
Through the study, I realized that as a sales consultant, his beliefs played a far greater role than his skills. If you want to do a good job in sales, you must have a firm belief that the company you serve is the best company and the products you sell are the best products. Believe you will get it, doubt you will lose it. Where is the heart, where is the wealth!
3、? Goods+services? /price = value
Through learning, I fully realize that the price of a commodity depends on the value of the commodity itself and the quality of service provided in the sales process. So, what are we selling in the training process of financial product sales skills? Is it the financial product itself, the banking service itself, or the financial product plus banking service? Obviously, we sell our financial products and services, and customers buy not only financial products and banking services, but also a feeling. Because most people think rationally and buy emotionally, now people pay more and more attention to the sensory and psychological feelings that the purchased products can bring to him. In the financial market with fierce competition and outstanding homogeneity of financial products, how to make customers accept their own products? This needs to cater to customers' feelings, which is an intangible carrier. However, in the process of sales skills training, we must create a good feeling, including the enterprises, products, people and environment that customers know and pay attention to, and strengthen it.
4、? Escape from pain? Greater than? Pursuing happiness?
Through learning, I realized that the motivation of customer behavior is to pursue happiness and avoid pain. What do customers sell in the process of buying and selling? A customer will never buy a product, but what he buys is the benefits that this product can bring him and the pain that he can escape. Customers will not only care about the product itself, but also care about the interests, benefits and values of the product. What kind of benefits and happiness he can get from buying your products, and what kind of troubles and pains he can avoid. First-class sales consultants sell the benefits of results, second-rate sales consultants sell ingredients, and third-rate sales consultants sell prices. This also makes me fully realize that in the future sales of financial products, we must prescribe the right medicine for the pain of customers, explain the value and benefits we have, and let customers eliminate the pain and bring a lot of benefits. Pain, fast? Sell our financial products regularly and effectively.
5.？ FAA rules?
Through the study, we realize that the FAB rule means that the salesman, supported by the product's characteristics F (characteristics) and advantages A (advantages), links the benefit B (benefits) of the product with the needs of potential customers, and introduces in detail how the products sold can meet the needs of potential customers. Feature F is the inherent attribute of the product, which describes the facts or characteristics of the product; Advantage A explains the function of the feature and shows how the product can be used or how it can help potential customers. Benefit B shows what benefits the product can bring to potential customers and how the product can meet the clear needs expressed by customers.
Through the study, I also fully realize that in the future training of our financial product sales skills, we must flexibly use FAB rule to match the interests of our financial products with the needs of customers, and emphasize how potential customers will benefit from the purchase, so as to stimulate customers' desire to buy and let them make purchase decisions.
The third part: consultative selling's technical experience.
Yesterday, I was lucky enough to participate in the "consulting marketing skills" activity organized by the company. The core of sales ability course training. Through the study of this course, I learned the concept and principle of consulting marketing, learned? Building relationships with customers? Make a sales call plan, determine the priority issues, explain and strengthen the product advantages, get feedback and response, and get commitment? Sales process, steps, etc.
Through study, I know.
Consulting sales skill is a sales method generally recognized by sales staff at present. It refers to a sales method in which salespeople use their professional sales skills to introduce products, and at the same time, use their analytical ability, comprehensive ability, practical ability, creative ability and persuasion ability to complete customer requirements, predict customer's future needs and make positive suggestions.
Through the study, I realized that to be an excellent salesman, especially in the financial industry, we must establish the consultative selling concept of taking customers as the center and helping customers solve problems, and focus on solving customer problems instead of products. Secondly, before discussing visiting customers, we should make full analysis and preparation. When facing customers, pay attention to the key points and details of each link. Third, we must take customers as the center and show the benefits brought to customers. Explore customers' problems and reflect the value of our solutions. Fourth, improve the service quality, let customers feel the value brought by the follow-up service, and then lock in customers and let them continue to buy. Fifth, in the face of different customer groups, it is necessary for us to formulate sales strategies for different customer types through personality type analysis. In my study, I was most impressed by the following points:
1.？ Do sales with your heart and serve with your heart?
Doing sales with brains means that when we are doing sales, we should use our brains, find ways, do market research, develop and design innovative products, establish effective sales channels, do a unique publicity campaign, lock in the target group with network peers, and sell our products efficiently; Doing service with heart means not only selling products, but also providing customer service and maintenance in the pre-sale, middle-sale and after-sale stages, so that customers can fully realize the professionalism and professionalism of our sales and truly enjoy satisfaction, safety and comfort. And as a salesperson of financial products in the financial industry, what should we follow? Do sales with your heart and serve with your heart? The idea of doing a good job in financial product sales service.
2.？ Persuasiveness and credibility?
The power of faith is infinite, and what kind of faith has what kind of result orientation.
Through the study, I realized that as a sales consultant, his beliefs played a far greater role than his skills. If you want to do a good job in sales, you must have a firm belief that the company you serve is the best company and the products you sell are the best products. Believe you will get it, doubt you will lose it. Where is the heart, where is the wealth!
3、? Goods+services? /price = value
Through learning, I fully realize that the price of a commodity depends on the value of the commodity itself and the quality of service provided in the sales process. So, in the process of selling financial products, what are we selling? Is it the financial product itself, the banking service itself, or the financial product plus banking service? Obviously, we sell our financial products and services, and customers buy not only financial products and banking services, but also a feeling. Because most people think rationally and buy emotionally, now people pay more and more attention to the sensory and psychological feelings that the purchased products can bring to him. In the financial market with fierce competition and outstanding homogeneity of financial products, how to make customers accept their own products? This needs to cater to customers' feelings, which is an intangible carrier, but in the process of sales, we must create a good feeling, including enterprises, products, people and environment that customers know and pay attention to, and strengthen it.
4、? Escape from pain? Greater than? Pursuing happiness?
Through learning, I realized that the motivation of customer behavior is to pursue happiness and avoid pain. What do customers sell in the process of buying and selling? A customer will never buy a product, but what he buys is the benefits that this product can bring him and the pain that he can escape. Customers will not only care about the product itself, but also care about the interests, benefits and values of the product. What kind of benefits and happiness he can get from buying your products, and what kind of troubles and pains he can avoid. First-class sales consultants sell the benefits of results, second-rate sales consultants sell ingredients, and third-rate sales consultants sell prices. This also makes me fully realize that in the future sales of financial products, we must prescribe the right medicine for the pain of customers, explain the value and benefits we have, and let customers eliminate the pain and bring a lot of benefits. Pain, fast? Sell our financial products regularly and effectively.
5.？ FAA rules?
Through the study, we realize that the FAB rule means that the salesman, supported by the product's characteristics F (characteristics) and advantages A (advantages), links the benefit B (benefits) of the product with the needs of potential customers, and introduces in detail how the products sold can meet the needs of potential customers. Feature F is the inherent attribute of the product, which describes the facts or characteristics of the product; Advantage A explains the function of the feature and shows how the product can be used or how it can help potential customers. Benefit B shows what benefits the product can bring to potential customers and how the product can meet the clear needs expressed by customers.
Through the study, I also fully realize that in our future financial product sales, we must flexibly use FAB rules to match the benefits of our financial products with the needs of customers, and emphasize how potential customers will benefit from the purchase, so as to stimulate customers' desire to buy and let them make purchase decisions.