The common way to promote loans is to establish a standard interface and develop the next level of users (agents) spontaneously through users (agents).
Customer types are active door-to-door customers and self-employed brother-in-law marketing customers. Generally, customers who take the initiative to come to the door may be in urgent need of loan funds. When such customers find seamless traps in dealing with products, sales prices, orders, personnel, etc., they must have a high awareness of risk prevention.
In-depth understanding of various laws and regulations, regulatory requirements, rules and regulations, etc. , constantly dabble in credit books, persist in learning, be good at communication, constantly sum up and master comprehensively, and apply what you have learned flexibly to your work, so as to identify risks, improve performance and expand resources.
Loan promotion:
For self-employed, customers, strange visitors, etc. After a general understanding of the customer's business situation, make full marketing preparations, judge and determine a negotiation time and interview.
Through interviews, you can confirm your judgment and collect data, ensure the authenticity of data, avoid repeated data collection, and make customers distrust their business ability.
Second, the loan promotion plan?
Loan terms:
1。
China citizens who have a permanent residence or valid residence certificate at the place where the loan is located, are under the age of 18 -60, and have full capacity for civil conduct; 2。 Having the ability to repay the loan principal and interest on schedule;
3。 Have a good credit record and willingness to repay, and no bad credit record;
4。 The bank must have left no bad record.
5。 You can apply for a loan with a monthly income of more than 2000 yuan.
Third, the financial product promotion plan, who can help me think of one, it is urgent.
Promotion refers to the activities that enterprises transmit information, print and distribute information and customers' desire and interest in a personal or non-personal way, so that they can buy or make customers feel good about the seller's corporate image. The promotion mode of financial institutions is basically the same as that of general enterprises, but it is slightly different in specific forms. Financial institutions can stimulate customers' needs and desires through promotional activities, expand the influence of financial institutions and their products, and achieve the purpose of promoting sales. The publicity of financial products, like other products, plays the role of informing, persuading and reminding in marketing. Informing is to let potential customers know the existence of their wealth management products, where they can get wealth management products, and understand the uses and effects of wealth management products; Persuasion is to explain to customers that they should buy and use a specific financial product; Reminder means that financial institutions should remind customers to buy in time when financial products are only available at a specific place and time.
(A), the promotion of financial products
There are many ways for financial institutions to promote their products, which are roughly as follows:
1, advertisement
In the process of promotion and publicity, the first way that financial institutions apply is advertising. Advertising is not only an important tool to promote products and induce customers to buy, but also an important tool to establish the image of financial institutions. Advertising requires financial institutions to pay a certain fee and transmit information to the market through specific media. Advertising has extensive contact, artistic information and reusability. However, because of poor persuasion, it is difficult to urge customers to buy immediately. The decisions faced by financial institutions in advertising mainly include: selecting suppliers, determining advertising objectives, formulating advertising strategies, controlling advertising implementation and evaluating the effect.
2. Personnel marketing
Due to the intangible characteristics of financial products and the synchronization of service and consumption, it is decided that financial institutions must have a large number of personnel to deal directly with potential customers or existing customers while promoting products. Personnel promotion refers to financial institutions using salesmen to directly promote products and services to customers. This form of information transmission is more direct, specific and accurate. The salesman of a financial institution can be a fixed person, a floating person, an investment consultant or a broker. Personnel promotion can take the form of selling seats, telephone calls, interviews, seminars, roadshows, lectures and community consultation activities. Personnel sales promotion is direct and flexible, and sales promotion and promotion are integrated into one, but the contact area is small, the cost is high, and it is also difficult.
Step 3 start a business
Business promotion, also known as consumption promotion, refers to the promotion measures taken by financial institutions to encourage and realize the purpose of trading. Business promotion can quickly attract customers' attention to products and expand product sales in a short time. Merchants' publicity is attractive and intuitive, which can encourage customers to buy.
4. Public relations
The relationship between the public and the public means that financial institutions correctly handle the relationship between financial institutions and the public in marketing activities, coordinate the relationship with corporate shareholders, internal employees, industrial and commercial enterprises, peer institutions, social organizations, news media, government agencies and consumers, establish a good image of enterprises, and thus achieve the purpose of expanding sales. Financial products are easily welcomed and trusted by customers because of the extensive influence of public relations. However, due to its own characteristics, it is difficult for financial institutions to plan and control public-private relations.
(2) Promotion steps of wealth management products
Financial institutions to carry out promotional activities, the main steps are as follows:
1, determine the target promotion object.
Target promotion target refers to the potential customers who receive the promotion information. Every financial product has its specific target customers. Before the promotion of financial institutions, it is necessary to analyze the familiarity of target customers with financial institutions and their products, because different familiarity determines different promotion contents. Then, financial institutions should also analyze how much the target customers like financial institutions and their products, and what are the reasons for their liking, so as to adjust the content and form of promotion in a targeted manner.
2. Decide on the promotion target
Promotion goal refers to the purpose that financial institutions should achieve in promotion activities. In different periods and different market environments, financial institutions have their specific promotion objectives, mainly including:
(1), inform. Through publicity, more customers will know about the institution and its products, and the visibility of financial institutions and their products will be improved.
(2) excitation. Stimulate customers' demand for new financial products and strive for customers' selective demand for highly competitive financial products.
(3) persuasion. That is, to persuade more customers to use a certain financial product of the financial institution through promotion, so as to expand sales and increase the market share of the product.
(4), tips. That is, customers are reminded not to forget the financial products of the financial institution through promotion and publicity, and customers can purchase and use the financial products repeatedly to strengthen their market position.
(5) preference. That is to create a unique style and personality of enterprise management and products in the target market, establish a good overall image and product image of financial institutions, and make customers have a preference for this product.
3. Determine the promotion budget
Promotion budget refers to the expenses that financial institutions intend to spend on promotion activities, and the scale of promotion budget directly affects the size of promotion effect and the realization of promotion purpose. The methods for determining the promotion budget usually include:
(1), do what you can. That is, financial institutions can flexibly determine the promotion expenses according to the expenses they can afford. This method is simple and easy, but it is not widely used, mainly ignoring the positive role of promotion in expanding sales, so it is not conducive to financial institutions to expand product markets.
(2) Sales proportion method. Determine the promotion budget according to a certain proportion of the previous sales level and the predicted future sales level. This method is widely used in practical situations, but it is difficult to predict the situation of competitors, so this method also has certain disadvantages in practical operation.
(3) Competitive comparison method. That is, determine your own promotion budget according to the promotion expenses of competitors. Because promotion can be used as a competitive tool, it is often used in the promotion of highly competitive financial products. However, because this method completely depends on the competitors' situation, it ignores the financial institutions' own strength and promotion objectives, which has certain blindness and even leads to vicious promotion competition.
(4), the target task method. That is, according to the promotion objectives and tasks of financial institutions, the required expenses are determined, and then the promotion budget is determined. This method is a more scientific method to determine the promotion budget, because it directly links the promotion objectives with the promotion budget, which is highly targeted. However, when adopting this method, the promotion budget personnel must have a clear understanding of the market situation, be able to formulate correct promotion objectives, and accurately estimate all the expenses of promotion activities, which shows that the conditions are harsh.
4. Decide on the promotion mix
Promotion combination is the reasonable collocation and comprehensive application of promotion methods by financial institutions according to promotion objectives. These promotion methods include the above advertising, personnel promotion, business promotion and public relations. When financial institutions carry out promotional activities, they usually implement a combination of various promotional methods, rather than using only one promotional method. This is because these promotion methods have their own characteristics and shortcomings, and the comprehensive use of various promotion methods can achieve the purpose of fostering strengths and avoiding weaknesses. A successful promotion combination usually meets the following conditions:
(1), in line with the promotion objectives of financial institutions.
A good promotion combination must meet the promotion objectives of financial institutions. If financial institutions want to know that the potential customer base of their products can reach the maximum and most of them are willing to buy, they can use a promotion combination of advertising and business promotion; If a financial institution wants its customers to directly understand the characteristics of its products and improve its image, then it can adopt a combination of personal promotion and public relations promotion.
(2), in line with the characteristics of institutional products
A good promotion combination must conform to the nature of the product. The different nature of products determines customers' different purchase purposes, so marketers should also adopt different promotion combination strategies. For example, financial products such as large loans are mainly aimed at industrial and commercial enterprises in the institutional market, with relatively concentrated customers and strong professionalism, which is suitable for a promotion combination based on personnel promotion. Insurance products and credit card products for consumers have a large market share and are suitable for advertising and business promotion as the main promotion methods. The different nature of financial products also determines different product market life cycles. In different stages of product life cycle, the promotion objectives are often different, so different promotion combinations are needed. For example, in the investment period of products, the promotion purpose of financial institutions is mainly to hope that the widest group of people can understand the products, so it is appropriate to adopt advertisements with wide reach and great influence and public relations-based promotion methods. In the mature period of products, promoters can use advertisements to remind customers and make purchases by means of commercial promotion.
(3) Meet the market conditions
An excellent promotion combination must conform to market conditions, including market size and market characteristics. The expected market size of financial products determines the size of customers who can buy the products, so it also determines which promotion combination is the most effective. If the market scope of financial products is wide and there are many customers, then it is appropriate to adopt a promotion combination based on advertising and supplemented by business promotion; If the market scope is narrow and there are few customers, it is advisable to adopt a promotion combination supplemented by personnel promotion, business promotion and advertising. The characteristics of the market will also have a certain impact on the promotion mix. Because different market characteristics determine the different acceptance of different promotion methods. Some markets don't trust advertising, but trust direct sales, which is suitable for personal promotion, but the advertising effect is not obvious. In short, in the choice of promotion combination, we must choose the promotion combination suitable for the target market of wealth management products according to the market situation.
(4) Promotion budget
Different promotion methods determine the size of the promotion budget, so different financial institutions can only choose the promotion combination that suits them according to their own strength. The promotion budget of financial institutions must be affordable and meet the needs of competition. For this reason, we should consider the factors that affect the promotion, such as sales amount, promotion target requirements and product characteristics, to avoid blindness.
5. Popularize implementation, control and effect feedback.
The process of promotion implementation and control is the process of supervision and guidance of promotion, and on this basis, timely adjustment and improvement measures are taken. Financial institutions must also collect feedback information, investigate the promotion effect, and see whether the expected goal has been achieved, and then adjust the promotion effect to improve the promotion quality.
Fourth, there is an urgent need for a credit product marketing plan! Thank you, master !
Handan commercial bank adapts to the needs of small and medium-sized enterprises and carries out credit business innovation.
The first is to implement authorization management. All branches are authorized to repay 500,000-6,543.8+0.2 million yuan of guaranteed loans and 2 million yuan of mortgage and pledge loans with the same principal. Sub-branches are authorized to handle loans by themselves, and the two-level approval is changed to the first-level approval to facilitate loans for small and medium-sized enterprises.
The second is to further strengthen business cooperation with guarantee institutions, increase the number of guarantee cooperation institutions, improve the content of cooperation agreements, establish a margin compensation mechanism, and clarify the loan amplification ratio and the control amount of single-family loans.
The third is to innovate credit business products. In view of the unfavorable economic situation, the loans and public acceptance of private steel and coal chemical enterprises have gradually changed from separate guarantee to effective mortgage plus guarantee, and then gradually changed into third-party supervision of chattel pledge. A total of 18 chattels supervised by third parties were issued, amounting to 396 million yuan. At the same time, it launched accounts receivable, secured loans and other businesses, and handled 3 transactions of 23 million yuan and 7 transactions of 1 1.5 million yuan respectively. Fourthly, the Bank has set up its own movable property pledge supervision department, and used the methods and experience of third-party supervision for reference to carry out its own movable property pledge supervision business. A total of 5 transactions, 58 million yuan. Fifth, according to the practice of brothers, try out monthly loans and quarterly loans. A total of 17 transactions, 2.5 billion yuan, 30 transactions and 900 million yuan were handled respectively.