The first is to choose customers. Choosing a loan customer means choosing the market and opening up the market, mainly from: 1. The customer's industry. When choosing customers, we should pay attention to the prospect of their industry and tend to cultivate developing enterprises. The second is the customer's own situation and loan purpose. Whether the loan can be recovered as scheduled will be decided according to the customer's credit status, credit history and personal morality.
To complete the understanding of customers and projects, our account managers should do the following: first, interview, that is, effectively identify customers, understand the real use of loans, investigate the borrower's credit status and repayment ability, ensure the authenticity of loans, and effectively prevent loan risks. The second is credit investigation, that is, the customer's credit status, to determine whether the customer's loan application conforms to the credit policy of rural commercial banks. Credit evaluation usually adopts five criteria: personal morality, repayment ability, capital situation, business environment and guarantee situation. Third, financial analysis, including the accounting statements and other relevant materials of the enterprise, analyzes and evaluates the past and present profitability, operating conditions, solvency and growth ability of the enterprise from the aspects of financing, investment, operation and distribution.
The second is to cultivate customers. From the management point of view, we are more inclined to cultivate potential long-term partners. To be an excellent account manager, you should not only be an investment and financial adviser to customers, but also be a right-hand man to customers. You should also be a "think tank" for clients' career growth and know all aspects of their life, work and career.
The third is innovative products. From the marketing point of view, loans need new products constantly, but the variety of loan products is relatively stable, but this does not prevent us from flexibly arranging loans according to customers' needs, or even tailoring loans for customers; Appropriate loan structure arrangement is no less than creating new loan varieties, which is very important for loan customers to repay loans on time.
The fourth is overall management. From the business content, in addition to creating new loan varieties for customers, making them more suitable for customers' needs, it also provides a good opportunity to create more business opportunities in the process of loan negotiation with customers. In today's increasingly competitive financial services market, it is very important to cross-sell other banking products and services. For example, customers need to use corporate online banking, personal online banking and mobile banking for remittance. If loan customers promote their products, they can promote them on our online banking merchant platform, and tap the upstream and downstream customers of loan customers, which may create a new customer.
Loan marketing methods and skills for small and micro enterprises
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The following is an excerpt from the book.
So we will often see a phenomenon: our salesmen will say how good the quality of their products is and how many functions they have. Advertisements made by big stars will scare away customers in grassroots society. There are three reasons: first of all, no matter how good your quality is, customers don't need it. The customer's requirement is that it can be used normally. The consumption concept of grass-roots society is: buy a bargain, wear it out and change it, even if it breaks down soon, at least it can minimize the loss. But if you buy so-called high-priced goods with good quality, once they are worn, the loss will be great; Secondly, no matter how many functions your product has, it only uses the most commonly used functions. For example, if the price of a TV set increases because of the function of the radio, the customer will not pay for it, because the customer only buys the TV set to watch TV, not listen to the radio. Even if they want to listen to the radio, they can buy a cheap radio. More importantly, if they want to listen to the radio on TV, they must turn on the TV. In this way, they will consume the power of TV, but only have the effect of radio. Therefore, many enterprises engaged in R&D, regardless of the needs of customers, insist on turning good end goods into freaks, resulting in increased costs and inability to sell them. Isn't this asking for it? The last reason is that this product was advertised by a big star. If this method is used in high-end goods, it is ok, but some enterprises just can't get over it and invite big stars to advertise, a five-dollar Chili sauce. The result is often to scare away customers, because customers will think, "Please invite such a big star to advertise, and the advertising fee can't be passed on to consumers in the end?" So it must be very expensive! Even if it is equal to the price of similar goods, the cost will definitely shrink, otherwise how can they earn back the advertising expenses of celebrities? And if the cost of something that is already five dollars is reduced, can the safety of the product be guaranteed? "Grassroots society pays great attention to price, but no matter which social class people are fatal, because no matter what you do, you must have a life to do it. So whether your goods have safety problems or not, as long as people think of safety problems, your business is ready to close.
So we often do things that are self-defeating, and the result is "losing my wife and losing my soldiers." Facing different social strata, we have to implement different sales strategies, which is the minimum requirement for selling goods.
How to do loan marketing well
Make clear which market to develop first, and then find out where this market is in your area, so that you can systematically publicize and develop and occupy this fast market more quickly.
Secondly, credit staff should have strong professional knowledge and business skills, and colleagues who solve customer problems should be able to promote our loan projects according to the actual situation of customers.
Thirdly, as an excellent credit worker, we need not only good professional knowledge, but also rich relevant knowledge, which requires us to "know ourselves and ourselves" and make our relationship with customers closer.
Fourth, credit personnel must have comprehensive analytical ability, so that credit evaluation and decision-making can be based on scientific, reliable, safe and basic conditions, and the loan risk can be minimized.
Finally, loan officers should have a deep foundation in the superficial ability of language and writing. Otherwise, it will directly affect the image and service quality of loan officers. This requires that the loan officer must have a series of positive, effective and strict organization and coordination, be good at coordination, be humble and impatient, be rude and informal, and fully display the good image of himself and the Postal Savings Bank.
Ways to find customers:
Find some effective phone numbers through your own channels, make strange phone calls, conduct telemarketing, and introduce yourself as a lender by phone. Pay attention to polite language when making a phone call, and don't disturb others when they are resting.
Send messages in groups by mobile phone, edit short messages in advance for your business, send them to others in groups, and spread the net widely.
Go to the street, go to crowded places, and send out your company's publicity pages. Remember to leave your phone number on it. Remove the company number so that others can contact you directly if they need it.
By going to some office buildings, office buildings, residential quarters and other places, we will promote our business by sweeping the buildings.
Start the circle of friends and classmates around you and let them introduce you. If you succeed, you can give some benefits to your friends and classmates, please eat and so on. In your own way.
Cooperate with classmates from other companies. For example, if a person doesn't have enough money to borrow from other companies, he can go to his own company to refinance through the introduction of fellow salesmen, and then return the commission to the introducer.
Promote business through self-media promotion, such as Weibo, WeChat, QQ Space, QQ and other channels.
The other is to serve the well-developed customers and make secondary sales in the future.
What are the main business scope and methods of loans?
The term "loan company" is limited in China, and it is different from domestic commercial banks, finance companies, auto finance companies and trust companies in terms of definition and business scope. So what are the operating methods and scope of loans? Below I will solve the business scope and methods of loans for everyone, hoping to help you.
Scope and mode of loan business
Business segmentation:
(1) Handling all kinds of loans;
(2) Discounting bills;
(3) Handling the transfer of assets;
(4) Handling the settlement under the loan;
(5) Other asset businesses approved by China Banking Regulatory Commission.
Loan companies must adhere to the business purpose of serving the development of farmers, agriculture and rural economy, and the investment of loans is mainly used to support the development of farmers, agriculture and rural economy.
Loan companies are not allowed to absorb public deposits, with high credit lines and flexible loan methods.
Divided by time limit
(1) Short-term loan: refers to the loan with a loan term of 1 year (inclusive).
(2) Medium-term loans refer to loans with a loan term of 65,438+0 years (excluding) to 5 years (including).
(3) Long-term loans: refers to loans with a loan term of more than 5 years (excluding 5 years).
Divide by purpose
(1) Capital construction loans refer to medium and long-term loans approved by the competent authorities for capital construction projects. A capital construction project refers to the sum of one or several single projects according to the overall design, including new projects, expansion projects, factory relocation projects, restoration and reconstruction projects, etc.
(2) Technical transformation loan: refers to the medium and long-term loan approved by the competent department for technical transformation projects. Technical transformation project refers to the renewal and transformation project that adopts new technologies, new equipment, new processes and new materials to popularize and apply scientific and technological achievements on the basis of the original production and operation of enterprises.
laws and regulations
According to Articles 30 to 32 of the Measures for the Pilot Implementation of Beijing Companies (Beijing Zhengban Fa [2009] No.2), in the pilot stage, the business scope of the company is limited to issuing loans within the administrative areas of registered counties. The company can choose the loan object independently. In the pilot stage, the amount of loans granted to "agriculture, rural areas and farmers" every year shall not be less than 70% of the total amount of loans in the whole year. Companies should adhere to the principle of "small amount and dispersion" when issuing loans, encourage companies to provide credit services to farmers, micro-enterprises and small and medium-sized enterprises, and strive to expand the number of customers and service coverage. The loan balance of the same borrower shall not exceed 3% of the company's net capital.
Operating advantages of loan companies
Due to the high marketing cost of banks, it is difficult for small enterprises to apply for loans directly from banks, which leads to small enterprises having to seek help from financing institutions such as loan guarantee institutions when they have financing needs. The cost for loan guarantee institutions to select customers is relatively low, so choosing high-quality projects to recommend to cooperative banks will improve the success rate of financing and reduce the marketing cost of banks.
In addition, in terms of risk control of loans, banks are also reluctant to put them on the Internet. One of the important reasons is that the management cost of such loans is high, but the income is not obvious. For this kind of loans, loan guarantee institutions can share the management cost of banks by optimizing the management process, eliminate the worries of banks, and form personalized service for post-loan management of microfinance.
Secondly, after the risk is released, the advantages of loan guarantee institutions are irreplaceable. There are risks in the project of bank direct loan, and the disposal of collateral often takes a long time, with high litigation cost and poor liquidity. The cash compensation of guarantee institutions has greatly solved the problems that banks are difficult to deal with. Some loan guarantee institutions can compensate after loans overdue 1 month (or even three days of investment guarantee), and the bank's non-performing loans will be eliminated in time, and then the loan guarantee institutions will resolve the risks through their more flexible handling methods compared with banks.
On the other hand, the loan company has a fast time limit. The bank's inherent loan model and process are easy to cause a lot of time waste for SME owners, and the efficiency is difficult to guarantee; The guarantee company just embodies the flexible and changeable mode of designing special financing schemes for different enterprises.
Furthermore, the credit given by the loan company on the basis of mortgage greatly exceeds the value of the mortgaged assets. Provide more demand funds for SMEs. Many investment guarantee companies have gained the full trust of banks in the standardized and efficient operation of post-loan management and loan risk resolution. Some cooperative banks outsource post-loan collection and loan asset disposal to guarantee companies, and the cooperation effect between the two parties is good.
Operating conditions of loan companies
(1) The investor is a domestic commercial bank or a rural cooperative bank;
(2) Its assets are not less than 500,000 yuan;
(3) Good corporate governance and sound and effective internal control;
(four) the main prudential supervision indicators meet the regulatory requirements;
(5) Other prudential conditions stipulated by the CBRC.
How to attract customers by telephone marketing of enterprise loans.
This article is purely original, cherishing the fruits of labor and bearing self-esteem!
No matter what sales industry, the first day of Shiwan is to develop customers. At present, there are several ways to sell personal development customers in the market: electricity sales, online sales and face-to-face sales. Here, telemarketing is also the most versatile and diverse development model, and it is also the operation to eliminate the vast majority of people who want to do sales. Why? After repeating mechanical telephone communication every day and being hung up or rejected countless times, how many people are confident that you can persist? Telephone sales, early rejection and hardship are certain. But is there any skill in selling electricity? That's for sure. No nonsense here, pure dry goods to share! Teach you how to ask questions and talk. (This article is a series of key account sales, mainly aimed at TOB customers and the follow-up update of TOC. )
First of all, let's sort out the purpose of selling electricity.
1. Find the right person and know the customer information.
If your development model is the precise resources provided by the company, congratulations, you are lucky and can spend a lot less effort. Then if you need to actively develop your own customers, you need to know a lot. Send information (email, preferably QQ mailbox). )-SMS-Add WeChat or Q-Sign.
Here's what you need to know about the first telephone communication:
1: Understand the customer and identify whether the customer is a potential customer or an intended customer for the first time.
2. Create a good communication atmosphere and establish contact. (In the Q&A, remember to affirm and praise the customer. )
3: Send information.
4. Understand the basic situation of customers and give some suggestions and responses. (This is to test whether the product knowledge is excellent. It's not the same as quick sales. Fast-selling products are easy to sell, and the price is affordable for most people. The transaction cycle is relatively fast. Even if you don't know much about the products in the early stage, it is better to make orders, but the sales of big customers are different: the period of making orders is slow and the amount is large, so your professional knowledge must be excellent before you are willing to let customers pay you this expensive fee. If fast selling is a product, then we are more inclined to sell a service. )
5: Make an appointment to communicate or meet next time.
Find the right person:
Understand the situation of the other company:
How's business this year? How is business this year compared with last year? Greetings and concerns. If the customer is busy or impatient with you, don't ask these questions rashly. So why do you say that a relatively relaxed communication atmosphere must be established in the early stage? First of all, let customers not dislike us. )
How many people are there in the company at present? Sole proprietorship or joint venture? What products do you produce? What are the main marketing models? How long will the company be open?
TOB or TOC How much money can you earn a year?
The above is my initial and most basic understanding of customers. Only when I understand them can you have a targeted conversation with customers.
Is there a demand for our products? (This is very important, awesome sales can't turn every unwanted customer into a need! This kind of story only exists in fairy tales and chicken soup. It is equally important for us to screen customers. Obviously, customers who have no demand should not take the time to follow. It is better to use this time to develop more customers. )
Have you come into contact with our products in this category before? Is there a supplier? (according to one's own industry)
What parts of the product do you care about? Why are you worried?
Do you know anything about our company? If so, where did you learn about it?
Have any friends bought our products?
If our products improve your company, will you consider buying them?
Writing here, some people may ask, did I really get so much information when chatting with my customers for the first time? Who would say so much to a stranger? I had the same question at the beginning of my career. But in fact, this thing does exist. Calling different salespeople for feedback is also different, and the most common mistake we made in the early days was that we were afraid to talk to customers and felt confident. Usually, after customers refuse us or show impatience, they will hang up the phone as quickly as frightened rabbits, or add customers' WeChat, feeling that the task is completed. That's not true! Telephone communication is far more effective than WeChat. It is best not to solve the content that can be interviewed by telephone, and it is best not to solve the content that can be solved by telephone on WeChat. When I first entered the sales industry, I observed the new people in my company at the same time. It's also the first time to make a strange phone call. Some people can talk for less than one minute, while others can talk with customers for more than ten minutes. If you are not good at talking, don't be discouraged. Everyone has his own strengths, and sales are not only for people who can talk. You might as well give yourself more time to experience. Ok, chicken soup time is over, so let's talk about our dry goods.
It's time to ask the customer:
Do you usually rest on weekends?
What time is convenient?
(This article depends on the specific product. If you just need it, you don't have to care too much about the customer's time. Go to the interview first. Usually, customers will give you this opportunity, because even if they want to shop around, they really need our products. )
Ok, after you know the information, remember to go to the customer's WeChat/email address and post the company's products. I didn't talk for a long time, and finally I didn't even add a WeChat.
Send message after sending data:
Hello, Director X! The information has been sent to your mobile phone (WeChat). Remember to check it and have a detailed look. If you have any questions, please call and wish your career a prosperous future!
Pay attention to the company name and your own name/nickname.
After that, continue to follow up the customer's main points:
Send SMS/WeChat to deepen customers' impression of themselves and send different messages to different customers! If possible, SMS/WeChat at least once a day. Many customers don't like to answer the phone now.
If you have the latest product consultation, send it to customers as soon as possible. Remember: In addition to the necessary part of asking questions on holidays, the content you send must be useful to customers. Imagine if you were an ordinary person, would you seriously read harassing messages? A person sends you harassing text messages that are useless to him every day. Will you directly hack him? What's more, our customers are business owners, and there is a lot of news every day. He won't even open it if you don't know him. If one day you open it and find that you are sending a bunch of junk information without nutrition, will he be less interested in watching your news?
Ok, let's share it here today. The next article will discuss what we should say on the phone, how customers may respond to us, and how we should deal with these problems from a practical point of view. Thanks for watching ~ follow me and learn more sales skills.
How to market small business loans and the introduction of small business loan marketing cases come to an end. I wonder if you have found the information you need?