Private equity investment (also known as private equity investment or private equity fund) is a very broad concept, which refers to the investment in any kind of equity assets that cannot be traded freely in the stock market. The following is the knowledge I brought to you about the marketing skills and methods of private equity funds. Welcome to reading.
The most important thing for this private equity fund to communicate with customers is to highlight three characteristics:
1. Safety of funds Let's talk about the qualifications and credit status of fund companies and custodian banks, and the qualifications of consignment agencies.
2. The investment direction and safety of funds (loan business).
3. The rate of return of the fund. Comparing the risks of current real estate investment and stock investment, we can draw the advantages of this fund, and it is more suitable for customers with relatively stable investment.
Locking the target customers of the fund is the premise of realizing marketing. I usually choose the following people as my target customers:
1. Customers who bought the fund. There are two kinds of people here, one is the customers who haven't lost much after buying the fund, and this kind of people is generally what I want to complete? Political mission? Preferred target customers of; There is also a category that bought funds, but the losses are not small. Such customers are generally I think the recent stock market can be 10% or more empty. Occasionally, it is suitable for buying old funds or the recent market may even fall sideways. However, after the closed period of 1 half a month, the probability of market rise is quite high, and it is suitable for target candidates to buy new funds at present.
2. Bank third-party depository customers. This kind of customer is generally a customer who plays new shares or stocks in the stock market. For the customers who stock the stocks, we must find the customers who suffer serious losses in the bear market or who can't make any money in the bull market.
3. Customers who make time deposits at the counter 1 year or even more than 3 years.
4. Third party partners (insurance companies, securities companies, real estate agents, etc.). ). After all, the channel partners of these institutions generally want us, and they can often help us tide over the difficulties when they have political tasks!
5. Enterprises that open company accounts. If enterprises have corporate loans, it is also the best target to help us complete political tasks. They are often the finalizers of large orders (over 5 million).
With the marketing goal, we must determine the marketing method we want to adopt. Generally speaking, I will adopt the following methods:
1. For your own troops (that is, those customers who follow your own operation for a long time and enjoy my special service), you generally only need to make a phone call and ask them to have a brief chat in the office, so that you can complete the sales within the post range set for them in advance.
2. For ordinary customers who come to apply for deposits, they should not only use the leaflets provided by fund companies, but also use their long-term confidence in the market to help customers establish confidence in long-term investment. During this period, they will repeatedly list high-level speeches, institutional views, current economic situation and economic data. When chatting with such customers, I must concentrate on staring at the customers' eyes, because it will make it easy for me to read the customers' questions from their eyes, so that I can focus on explaining them. As long as all the problems of customers are solved, we will not be far from sales success!
3. For some customers who care about fees and fund sales, which are usually not political tasks, I usually tell such customers that although banks can't reduce fees like securities companies, I can provide special services (not only providing fund trading points, but also receiving my own summary every week? Strength organization? For the trend forecast of next week's market, the added value brought by the guidance and suggestions provided by these internal reference materials is definitely much greater than the reduced value of the handling fee. So, such people often end up mine? Directly lead the troops?
4. For some large-scale target customers (more than 5 million), professionals from the investment research team of fund companies will generally be used to conduct some professional small roadshows for these VIP customers in warm and comfortable hotels, tea bars and other places, so as to realize large-scale sales.
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