Securities marketing has always existed. From the traditional practice of radiating the surrounding areas by the sales department on the one hand and wooing some big customers by the management of the sales department on the other hand, it began to turn to a marketing method of taking the initiative to seize the market by crowd tactics.

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After so many years, I have read the contents of securities marketing step by step, and now I finally look at securities marketing from the standpoint of management. But there are more and more problems, and the performance has not improved. The current situation tells me that there must be something wrong. 0r 7 ~ 7a % q； A

Daily management issues:

1, personnel quality problem:: m7 A+? )^&； v:y)P3 u 1°C

The quality of personnel is a big problem. There are fewer employees who feel consciously working, and fewer employees with clear positioning. Many people look at this job with the mentality of trying and making a fortune, and come to the conclusion that professionalism is not high. Of course, many employees also have problems with their own abilities, which leads to insufficient understanding of new knowledge and new business and makes it difficult to communicate with customers professionally. ^2 |: Z4 _( g+ z

But the core issue is attitude. If employees can't adjust their mentality, let them think positively and work hard. If not, what should I do? :U * y w " B6 o 1 e

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I am at a loss when I write here! Is there a problem with the recruitment process, daily training, corporate culture training or ideological unity? Now you know how useful experience is, because you can refer to problems without thinking. At present, my problem can only be solved by myself. 0v 1 B7 e .] 1g 1 O * O

Generally speaking, the daily management of the team is still problematic. There is nothing wrong with managing the details, but how to grasp and what to grasp is a problem.

2, daily business problems: 9 `6 r, s! G$ b3 s- K' o，G4 h4 H 1 u

Securities marketing is also an industry that depends on the weather. What worries me now is that we don't have core channels and marketing ideas. It is not so much that employees have no ideas as that I have no ideas myself. How many achievements can children create by their own efforts? + {9 E+ o- B，F$ E7 b- Q0 o8 I7 '

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I have no confidence in myself recently, because the more I do, the more tired I get, and the field I used to be good at has actually become a weakness. True or false, but my confidence is really not as good as before. What to do. & ampN. |5 S0 x！ s8 e 1 q/ m

Should marketing management lead a group of people to do business by themselves? Or a person sitting in the back directing employees to do business? Does the former look like a manager?

The marketing team is becoming more and more important.

In terms of marketing team building, there have been some attempts in practice, the most representative of which are the "door-to-door" model of Yuanfu Securities, the "investment and financial consultant" model of Dapeng Securities and the "three-person customer base" model of Southwest Securities. These models themselves have also achieved certain results.

Mr. Liang Yanfu, an expert in the industry, put forward five marketing team models, such as golden tower model and plug-in model, and thought it was very important to build a team of brokers, that is, brokers should turn their direct customers into direct brokers, and then brokers should run away from customers.

According to the international development law of the securities industry, customers are the basis for the survival and development of enterprises, and brokers are the guarantee for the source of customers. With a high-performance team of brokers, the resource advantages of brokers can be transformed into the productivity and core competitiveness of enterprises, and it is possible to operate for a long time. This law is bound to adapt to the securities industry in China.

Sun Liming, deputy general manager of Qinghai Securities, said frankly that a good marketing team must have good marketing managers who not only face customers directly, but also lead a group of people to achieve the company's goals. So they represent the company and the market, and customers often see the company's corporate culture and development from them, so as to understand a securities company and determine its loyalty. Therefore, the selection and training of marketing managers is the key to the success of enterprise marketing.

However, if all good marketing managers are recruited into the company, if the company can't provide support and there is no incentive for marketing managers, it will be difficult to maintain the loyalty of marketing managers to the company. To this end, Qinghai Securities has built a very good platform for marketing managers to manage customers, and has been subsidizing the cost saved by using advanced technology to marketing managers, so that the company has formed a set of marketing incentive mechanism.

Team building has rules to follow.

Dr. Liu Yadong, CEO of Puyuan Software, suggested that the construction of marketing team should be based on customer groups, and account managers (currently: brokers) responsible for different customer groups should provide customers with tailor-made products and services. The sales supervisor (sales manager) is responsible for the assessment and management of the account manager and serving the customers. Generally speaking, the account manager and the person in charge of sales form the sales department of the enterprise, which is responsible for selling the products of the enterprise to the final customers. An enterprise can have many sales departments located in different customer groups. At the same level here is the marketing department, which is responsible for product promotion and specific activities, assisting sales and enterprise product promotion. The top level is the headquarters manager of the enterprise, who is responsible for the sales management, market management and resource management of the whole enterprise, and completes the strategic planning and integration of the whole enterprise organization. The organizational structure of "customer group > account manager > sales manager > general manager" provides a reasonable organizational model for business integration, service integration, resource integration and management integration. Overseas, Merrill Lynch, Morgan Stanley, Schwab and other brokers all adopt this model.

As for the specific methods of marketing team building, Shen Tongzhong, director of brokerage business of Huatai Securities and general manager of brokerage business headquarters, believes that the establishment of marketing team capabilities requires training and continuous training to update knowledge and develop capabilities; The second is to carry out exchange activities and cultivate team spirit; The third is to establish a scientific and reasonable reward and punishment mechanism; The fourth is to provide development space and enhance employee loyalty.

Fu, vice president of Guotai Junan, also put forward a series of basic methods of marketing team building, and pointed out that IT is necessary to establish a scientific organizational structure and a strong IT support platform. He believes that in the future, the financial market will be highly correlated, the products and services involved will be very complicated, and the ability requirements for the marketing team will be comprehensive. At this time, IT is necessary to have a scientific organizational structure in order to integrate the company's information resources and talent resources and provide support for the marketing team through the IT support platform. Only in this way can the marketing team truly meet the comprehensive financial needs of high-end customers.

It seems that the information system will gradually move from the backstage support to the foreground and core part of enterprise management, and play a more important role in the future business of securities companies.

Four. Marketing channel support:

1: Bank channel

I think the best channel at present is the bank channel, because there are a large number of deposit users, and there will be considerable opportunities to turn them into fund investors or stock investors.

2. Community channel or network channel.

There is something wrong with this channel. The channel of the community is the cost problem, the channel of the network. Many people are outsiders, even locals. Although there are some novices with social resources who can solve some immediate problems,' but this kind of resources is limited and short-lived.

3. Invest in club channels

I think there is still a way to invite some target customers to this platform through the stock market salon or the securities investment club to participate in the financial activities of similar experts, so that the target customers can feel the professionalism of this company and promote the success probability of novice investors.

4. Network marketing channels

How to establish online marketing channels for securities brokers is actually a series of measures such as finding the database of target customers through the network, then classifying the database,' effective or invalid', and then tracking and promoting it.

Verb (abbreviation of verb) supports the product and income structure of brokers;

A: Stock trading trajectory and stock commission are the main incomes of brokers at present.

B: Whether the fund products are comprehensive, such as stock funds and money funds, is also an important part of the income of securities firms.

C: Information reports and research reports of individual stocks or industries. Under appropriate circumstances, you can charge a certain fee for data collation, but it is not a consulting fee.

D: securities analysis software support.

It does not refer to the original general static securities analysis software, but modern and efficient wisdom, such as level-2, because the software used by large households is definitely different from that used by small and medium-sized retail investors. For example, large investors refresh every 2 seconds 1 time, and small and medium-sized retail investors refresh every 2 seconds 1 time, then investors will have 1 warrants or arbitrage.

E: Are there any financial derivatives, such as margin financing and securities lending?

I remember a sentence, that is, the more times a customer has sex with you, the harder it is for him to leave you. Therefore, as a securities business department or a personal team of securities brokers, it is reasonable to strive for more resources for novices in terms of products.

Therefore, many business departments are facing a realistic problem at present. It is difficult to find excellent team leaders, but it takes a long time to train new people, and the cost of manpower and material resources is relatively high. At the same time, it is also facing the pressure of indicators led by the above. The bigger problem is the crisis of training talents for your competitors.

In view of the above situation, I will talk about my point of view, that is, resource integration. Before integrating, you should weigh your own weight. The most direct reference indicators are your customer margin, trading volume, and the average rate of return of customer operations. I firmly believe that it is impossible for a broker with an annual income of 20,000 to integrate into a monthly income of 80,000. Therefore, my suggestion is to do what you can. If you find someone with a lower level, you will let some small customers return to their services.

Veterans can use their spare time to find some small projects to cooperate with, such as asking some successful brokers to explain some small links of training or marketing to novices. Some friends will think that he will enter my resources, but the fact is not as terrible as imagined, because some customers are yours, that is, you. If he can't stand the attraction of your friends, it means that there is something wrong with his professionalism or the loyalty of his customers. What's more, most of these customers are your prospective customers and have not been transferred to other customers, so we can find a balance of interests. The most important thing is that the old brokers should often attend the meetings of securities brokers organized by the securities broker cooperation network. Through the observation organized by us, we can find out which brokers are honest, want to do things, and people with certain specialties often communicate. With this foundation, the cooperation between established brokers will be smoother.

First, the recruitment channels of securities brokers:

1: novice channel:

By recruiting fresh graduates, they recruited many college students majoring in finance and economics, and then set certain indicators for them. After completion, they can get a basic salary plus commission. According to him, at present, most people can't adapt to this market demand and are eliminated by the company.

2. Website release:

Through the free release on China Securities Brokers Cooperation Network.

3. Professional circle channels

Generally, successful securities brokers in the securities industry generally do not apply for jobs in the talent market. They often form a small circle in the local area, and information and resources are interconnected. Therefore, if you want to find an experienced broker or team leader, you should pay attention to the China Securities Brokers Cooperation Network or other securities brokers' gatherings organized by the financial sector.

: professional analysis training

It only takes one or two days of securities analysis training, such as the skills of buying and selling stocks. I think this method is feasible in theory, but how to convince investors to recognize this theory requires a certain foundation of securities analysis. Personally, I think that to train brokers, we must start with the basics, how to look at Qianlong software, great wisdom software, technical indicators, tables and so on. Although the labor cost of securities companies is high, have we thought about this problem in turn? But it doesn't mean that he is not a talent and can't bring profits to the enterprise in the future, but at the same time, it is really unnecessary for the securities company to pay so many salary costs. My ideal result is that brokers continue to help the company, but the company should give systematic training. If a person doesn't get a salary and has no chance of promotion, he will definitely leave the company.

2. Marketing skills training:

Personally, I think the marketing skills are mainly the skills of dealing with people, and how to deal with people is also a place that newcomers must learn.

3. Etiquette training:

It refers to clothes, clothing, how to treat people like how to hand over business cards.

4. Life career planning training,

How can I get the team leader to let the novice do what the novice thinks I want to do? This is not to say that foreign securities brokers are very popular, they can be 765,438+00 years old or something, and their income is high enough to come in handy. Instead, we should try our best to touch their interests, such as analyzing the income composition of securities firms at present and the opportunities brought by financial derivatives in the future, and showing them with figures. In addition, the income of brokers is quite special, and they continue to enjoy commissions and commissions every month without losing customers. And the profession of broker.

Therefore, I don't agree that securities companies should let them go out to work to find customers after two or three days of training. I think even if such brokers find target customers, they may not be able to turn them into actual customers. Because of their lack of professional accomplishment and certain social experience, it is more difficult to deal with strangers, especially successful people, and it is more difficult to make them their customers. Therefore, I personally think that this short-term training method cannot solve the substantive problems of the broker team. Rational flow of talents.

Three. What support can be given to novices, what problems exist and how to solve them:

1: Support from consulting forces

As far as I know,' at present, the consultants in the sales department are the consulting backstage of securities firms, and most of them can't adapt to this market in terms of knowledge structure and actual combat', so such personnel should keep charging in time.

2. At present, it is mainly for brokers to pull customers to stock. I think there are two kinds of target customers for novices at present, one is old investors, and the other is new investors.

A: How much experience do old investors have in stock trading? If the gains from stock trading are good, they want to find a runway for a securities company, which can give him a lower commission or a better environment. But such investors also know that they do not have such authority. If the novice directly reports to the leader, even if the customer successfully transforms, his commission space will be greatly reduced or there will be no commission to earn. Therefore, I personally do not advocate price war marketing, which will be the biggest marketing cost.

The bad thing is to find experts to help him with investment consulting services. How can a novice recommend his securities consulting background to new and old customers without his own strength? For example, our company is an innovative securities company, how powerful our research is, how many bull stocks have been recommended in the past two years, how many names our company's website has won in the national securities website evaluation, and so on. I don't think the actual effect is obvious in the future. Because these hardware conditions are easy to meet, the key is whether you can add your own judgment and analysis on this basis, such as the grasp of trading points and the choice of varieties. Therefore, the construction of securities business department should give more consulting and training support to brokers.

B: The trend of new investors in the future is to buy fund products or insurance wealth management products. Brokers should strengthen their understanding of such products in order to better publicize them to new investors.