The effective way to solve the dilemma of asset management marketing is to build a professional asset management marketing system quickly, so how to build a professional asset management marketing system? With this question, the author once again interviewed Zhu Tianyou, executive dean of Shanghai Lujiazui Futures College and an expert in marketing and training. Zhu Tianyou has nearly 20 years of marketing management experience in Fortune 500 financial enterprises, more than 10 years of enterprise coaching experience, and experience in establishing and operating a professional marketing system that meets international standards. Based on his investigation and understanding of the futures industry and asset management marketing in the past two years, he led the development of the "asset management era" futures asset management marketing system project.

Based on Zhu Tianyou's experience, it is predicted that the futures asset management marketing will basically take the following roads: at first, "borrowing a boat to go to sea", focusing on consignment, and completing the start and volume of asset management marketing. At this time, it will be supplemented by self-selling, so as to gain time to quickly build a marketing system and form a team. After the launch, "build a ship and go to sea", focusing on self-sales, earning profits and expanding the team. At this time, supplemented by agent sales, increase a certain scale.

At any stage, it has become the only choice for asset management marketing to build a professional marketing system.

Just as the coordinated operation of the human body's six circulatory systems makes the body work normally, the normal operation of the asset management marketing system also needs the support of the "system", which includes the "five systems" that are interrelated and mutually promoted. That is, human resources development system, training system, daily management system, sales support system and performance management system.

Human development system: solving the problem of "people"

Zhu Tianyou believes that the human resource development system is the basis for the success of asset management marketing. At present, there are three outstanding problems to be solved: first, we should establish two teams: lean and efficient backup marketing management and front-line marketing. According to the financial situation, the company can set up five full-time (part-time) posts in the asset management department of the headquarters, including product research and development, marketing planning, sales support, performance management and training, and set up a full-time (part-time) post in the business department. The marketing team can adopt a "three-thirds" team structure, that is, three levels of financial manager, financial director and financial consultant, and a stable structure under the direct jurisdiction of three managers and directors. The second is to design a professional and encouraging "basic marketing law", which defines the team structure, responsibilities of each post, welfare treatment, relevant assessment and promotion (maintenance) standards. Ensure that the team is willing to do sales and develop the team from the system. The third is to establish a professional and continuous recruitment system and build a high-performance team. Establish a salary increase award and launch a "national salary increase"; Design a publicity page to add employees, depicting work interests and career prospects; Establish recruitment channels to obtain high-quality recruitment sources; Train the team, increase the skills of employees and recruit sales elites; Use tools and skills such as "sexual orientation test" to select qualified marketers.

If a certain number of high-performance marketing teams cannot be established, asset management marketing will be as unstable as castles in the air.

Training system: solving the problem of "knowing how to do it"

As the saying goes, if a worker wants to do a good job, he must sharpen his tools first. Because the marketing of futures asset management faces high-end customers with certain risk preference or highly competitive institutional customers, the training of marketers is particularly important.

First of all, according to the "KASH" principle, a professional training system is constructed, covering four parts: knowledge, attitude, skills and habits, and professional training is implemented. The second is to train a certain number of full-time (part-time) trainers, mainly for the heads of divisions, marketing directors, headquarters training posts and division directors, so that they can teach, train, conduct internal training and external training. The third is to introduce or develop professional teaching materials, such as NLP high-end customer development skills of sales skills, NLP big customer consumption psychology, NBSS consulting sales skills, etc. Increase the skills of staff and coach team management in organizational development; Meeting marketing skills, marketing management planning and supervision skills; Willing wolf marketing, digging gold mines everywhere.