—— Learning experience from attending the training course for sales managers of futures companies.
From June 5438+1October 365438+1October 2, 2008 to June 5438+065438+1October 2, 2008, China Futures Association organized the first annual training course for sales managers of futures companies. I had the honor to participate in this training on behalf of the person in charge of the Dalian business department to be established by CITIC Jiantou Futures Company, and listened carefully to the wonderful explanations of the teachers. After the meeting, combined with my years of experience, I made suggestions on how to be a qualified and competent sales department.
First, recognize the situation clearly and locate it accurately.
(A) analysis of the status quo
After long-term standardization and rectification, China futures market has gradually entered the stage of standardized development since 2005, and has now entered a period of steady development. Mainly reflected in the following aspects:
1, the promulgation and implementation of intensive laws and regulations laid the foundation for the standardization of the futures market;
2. All sectors of the market society have strengthened their understanding of the futures market, and "actively and steadily developing" the futures market has become a * * * knowledge;
3. The increase of futures varieties and the deepening and refinement of futures varieties will still become the main tone of the market;
4. The innovation of operation, management and service mode of futures companies will become a bright spot in the market;
5. With the expansion of the market scale and the embodiment of its role, more support policies around the innovation of the futures market will be continuously introduced;
6. The study of international market development mode will further promote the development of China futures market.
(B) How to accurately locate
1. Locate the development direction of the sales department.
Under the current situation, the business department must be accurately positioned in order to play an advantage in the future market expansion, and then stand out from the fierce competition and be in an invincible position. At present, the sales department in Dalian is doing better in companies with industry background, such as COFCO and Zhonggu. Relying on the background of the spot grain industry of the company's shareholders, these business departments have vigorously expanded the variety-related industrial chain customers and achieved good results; At the same time, Dalian Sales Department, which also owns international futures and Wanda futures, also has its own accurate positioning. For example, international futures mainly aim at speculative customers and short-term customers for business expansion.
2. Position the sales manager himself.
Sales department managers are mainly divided into management managers and business managers. Business department managers should accurately position themselves according to their own characteristics and advantages, pay equal attention to management and business, pay equal attention to management and business on the basis of giving full play to their own advantages and initiative, and reach the standard of excellent business department managers.
Second, set an example to build a team.
(1) Requirements of the sales manager
As a qualified sales manager, he should meet the requirements of the industry and the company in terms of morality, quality, behavior, experience and performance, among which morality is particularly important. Any excellent talent should have both ability and political integrity, and moral quality is the first. If talent and virtue are not loyal to the company, even if the sales department runs well, it will bring hidden dangers to the company's future development.
How to lead by example
As the sales manager, he is the head of the company's dispatched business organization. He can be said to be a government official with considerable authority, but also a leader and leader of a team. In the process of management and operation, leaders should not only have clear business ideas and management methods, but also set an example in words and deeds, because every member of the team is paying attention to you, and your words and deeds will affect subordinates, so they should take the lead in business and be strict with themselves in management.
(C) to build a compound business team
The main job of the sales department is to develop the market and create business income for the company. Doing a good job in market development is inseparable from teamwork. The era of relying on one or two brokers to fight alone in the past has passed. But rely on the strength of the team to complete complex market development projects. Why is market development a project? Because for an institutional customer, from initial contact to further communication and understanding, to making a targeted risk management plan and getting the customer's approval, to opening an account, providing services in all aspects of the transaction process and customer feedback, and so on. This series of work is a complex project, which can not be completed by one person, but must be completed by a team.
Therefore, if you want to form such a market development team, you need enough talents. In the past, because of its small scale and low profit, the futures market not only failed to attract many outstanding talents, but also found it difficult to retain many outstanding talents. With the continuous development of China's futures market, the profit sources of futures companies have increased, the development platform of futures has increased, and various foundations for realizing the self-worth of talents have become more solid. To be bigger and stronger, or to be professional and stronger, business departments must rely on all kinds of talents to form a compound talent team. As long as there are people, the sales department has a foundation for development. The combination, selection, encouragement, restraint, use and cultivation of compound talents are particularly important in market development.
There are two options for talent recruitment and selection in the sales department. One is to recruit experienced employees, which is called poaching, and the other is to recruit new people for training. At present, the whole futures market is facing a shortage of talents, so our idea is to recruit a small number of market elites, vigorously cultivate new people, and form a pattern of taking the old with the new.
(4) Cultivate the working spirit and concept of team learning, innovation and persistence.
Training as a futures market developer should be all-round training, because as a financial derivatives market, in addition to very high professional requirements, its unpredictable characteristics also require our practitioners, especially the front-line personnel who contact customers, to have a high professional level and ability, which requires market developers to have the spirit of continuous learning. Only by constantly learning new knowledge and improving their professional level and skills can we adapt to the changes in the market and be competent in the process of market development.
At the same time, we also emphasize the spirit of innovation. In the context of increasingly fierce competition in the futures market, how can we make ourselves invincible? We should constantly strive for innovation and change. With the relaxation of the policy, various businesses of the futures business department will be gradually launched, so the valet financing business will also become a powerful tool for the business department to develop the market, and our market developers should have such a sense of advance and innovation, find out what attracts customers in some detailed businesses, and form their own unique business development style.
Finally, we also want to emphasize the persistent spirit. It is difficult to develop the futures market. After all, the futures market is a venture capital market. Persuading your clients to invest in high-risk markets is not easy. Moreover, futures is an abstract and intangible thing, and it is difficult for investors to fully understand these. This requires perseverance and patience with customers' work, and can't rush for success. We should constantly sum up our efforts and explore the potential needs of customers, so as to get twice the result with half the effort. To do all this, we need a love and persistent pursuit of the futures industry.
(5) Maintain the stability, persistence and steady growth of the team.
After the team is established, how to maintain the stability of the team is also very important. At present, the biggest problem in the futures industry is that the talent flow is too fast and the stability of the team is difficult to last, which greatly affects the results and effects of market development and will also cause the loss of customers. On the basis of creating a good corporate culture and team atmosphere, we should improve the salary and benefits of marketers, change the team management mode that only focused on the completion of the tasks and objectives of marketers in the past, and pay more attention to the long-term development potential of marketers on the basis of performance appraisal.
Third, compliance management has been steadily advanced.
(1) Strictly abide by laws and regulations and operate in compliance.
As a qualified sales manager, he must have the idea of operating according to law and compliance. First of all, we should operate and manage in strict accordance with the unified settlement, unified risk management, unified fund allocation, unified financial management and accounting of the business department. Secondly, we should learn and be familiar with relevant laws and regulations. At present, a legal system has been established with nine regulations as the core, such as the Regulations on the Administration of Futures Trading and the Measures for the Administration of Futures Companies. Familiarity with these laws and regulations is the premise of our compliance operation. Third, be familiar with and understand the five-in-one supervision system of the futures market, which is mainly composed of the futures department of the CSRC, the CSRC, the exchange, the monitoring center and the temporary association. Fourth, be familiar with and understand the regulations of trade associations on employee management and investor education.
(2) Effectively prevent and control risks and realize steady operation.
The futures industry is a risky industry, and effective risk prevention and control is the foundation for the survival of futures companies. As an overseas organization of the company, the business department shoulders the mission of generating income for the company, and the manager of the business department is also under great pressure to evaluate the company's performance. In the face of pressure, the manager of the business department should insist on putting risk first, not doing anything that violates the company's risk management and internal control management, preventing and controlling operational risks and trading risks in advance in terms of management and market changes, and working closely with all departments at the headquarters to achieve stable operation.
Fourth, constantly innovate and pursue Excellence.
As a sales manager, on the basis of steady operation, we need to constantly seek innovative business models and business ideas, such as the fine division of labor among business teams, the establishment of investment management departments and the establishment of customer professional service systems as the core, but innovation can't cross the line. As long as it is reasonable and legal, we can not only find an effective profit model, but also innovate and create benefits for the company. On the basis of realizing the continuous improvement of the value of sales managers, we will work hard for the company and individuals to pursue the outstanding peak of futures business.