First, professional image. A good professional image of brokers is the first. Although we don't advocate judging people by their appearances, a good mental outlook and behavior image can really give people a good start. The agent's dress and his neat appearance can bring a kind of perceptual information to customers. Like all industries, the author believes that the customer service broker in the futures industry is also a warm and cheerful personality, but also a service-oriented talent with good expression and communication skills. This communication includes not only oral and written communication, but also non-verbal communication, such as body. And its characteristic is probably more stable and introverted than other industries. Futures is a high-risk and high-return field, and financial futures has a wide range of practical significance and speculative market. Therefore, a good financial futures broker, in addition to the above professional image, should also take "risk disclosure" as a part of the image, and always remind the people you serve, including the handling of various possible situations by relevant laws and regulations. We can't blindly exaggerate the huge profits in the futures market.

Second, professionalism. A good broker must have excellent futures knowledge and relevant trading experience. If the brokers of commodity futures pay more attention to the relevant knowledge of physical objects, such as mining, processing, logistics and allocation, then the brokers of financial futures will face more professional varieties and need different information. As an excellent broker, the author thinks that besides sorting out the relevant achievements of the research department and actively providing them to customers, it is best to have its own main direction. Only in this way can we reflect the differences and characteristics in practical problems for customers. Brokers can concentrate on learning all the knowledge of a market segment according to their actual situation and hobbies (the so-called "digging a well is better than opening a lake" is the truth), and form working groups with corresponding analysts and researchers, which is not only conducive to building personal brands, but also can improve work efficiency. The most important thing is to provide better and more personalized services to customers and indirectly create more tangible profits for the company.

Finance is a big category, covering banking, insurance, securities, futures, trust and other fields, with strong professionalism. To do a good job in customer service of financial futures, we must study and specialize in many related courses including statistics, logistics, accounting, mathematics and value engineering. At the same time, we must be familiar with and understand the major financial markets in China and even the world. Of course, from this paragraph, some people may be surprised that the views mentioned in the previous paragraph of this article have been refuted, so what I want to explain here is the word "one expert and many abilities". Only in this way can our brokers be well informed and conduct special research on different problems raised by different customers.

3. Treat people and things. What we mean here is not the simple reception or communication we usually refer to, but the different service methods that our brokers must adopt when facing different types of customers. Simply put, it is necessary to do customer segmentation first. Our customers can be roughly divided into two categories: individual customers and institutional customers.

For individual customers, we should do a good job in risk education, help them make rational investments, avoid blind high returns, try to avoid major losses, and obtain relatively stable returns with limited risks.

For clients of professional investment institutions, such as fund companies, banks, insurance companies, etc., we can try our best to improve the relationship between the public and private sectors, improve the research level, design investment plans that match risks, and adopt various trading methods such as portfolio investment, speculation and arbitrage to help them obtain stable and long-term investment returns and reduce investment risks.