I. Customer Classification Management
The brokerage business faces a huge number of customers. First of all, we should study the customers and classify them. For different customers, we should "artificially manage and classify them according to their market entry history and time."
Customers have been in the market for a long time and have rich investment experience, which requires higher information quality and daily service quality provided by brokers. Customers who have just entered the market have insufficient investment experience and generally need guidance from others, which requires brokers to provide higher-level professional services such as investment consulting.
2 according to the time and energy that customers spend on stock investment activities)
The time and energy a customer spends on stock investment determines his operation mode and stock selection variety. Some customers pay less attention to stocks (such as office workers). For such customers, we can only recommend potential stocks at the bottom for long-term investment and long-term tracking, and remind them to ship at the top of the stage. For customers who spend a lot of time and energy paying attention to stocks (such as non-professionals), the recommendation period can be shorter, and the variety can be popular and a wide range of stocks.
3 classify according to the customer's past operation records.
Customers who have successfully operated in the past have a strong psychological advantage, focusing on the risks of holding stocks and reminding them of risks at key points. Customers who have not succeeded in the past are easy to listen to other people's suggestions, but they must be cautious when recommending stocks to them. Because of poor psychological endurance, it is easy to take it out on others, resulting in a crisis of trust.
4 according to the age, gender and personality of customers.
Customers of different ages, sexes and personalities have different psychological characteristics, so we should pay attention to treating them differently.
According to the current status and profitability of customers.
Whether the customer's position is excessively concentrated or excessively dispersed. At present, profitable customers are all positive and optimistic, and it is easy to have the idea of leaving their burdens behind for safety. At present, customers who are losing money are anxious, negative and depressed, and can't correctly judge the situation. We should avoid falling into the trap.
6. Classification according to customers' business strategies and practices.
Generally, the main forces and institutions have clear plans, and it is difficult to influence their operation plans through the work of the sales department; For some customers who have few transactions, it is necessary to distinguish the reasons why they have few transactions, whether they advocate long-term investment concepts or do not know how to operate. If it is the latter, it is necessary to strengthen guidance and improve their operational level and capital utilization.
To sum up, it is to distinguish the different characteristics of customers and adopt personalized service, which will eventually increase the fee income of the sales department.
How to provide services to customers;
First, carry out effective consultation work.
All brokers have research departments and their own research products, and the market is also full of various consulting institutions and products. The sales department is also equipped with special consultants to provide real-time solutions and research consultation.
From the point of view of the sales department, there is no strength and no need to establish a large-scale and high-level consulting organization. Therefore, the consulting work of the sales department is in an awkward position, just like the second-rate stock review. Unless it is in the media, it will not play a positive role in promoting the trading volume of the sales department.
At present, there is a misunderstanding in the consulting work of the sales department-spreading news, keen on spreading all kinds of formal and informal news, forming a contradiction: accurate news must not be made public; Public information is inevitably inaccurate. It is not excluded that individual business departments and individual sources are more accurate, but it is inevitable in a broad sense and as a whole. There are also some business departments that recommend stocks through their own research or screening news. This is limited to the researcher's personal level and random grasp. Theoretically speaking, the research level can't surpass the professional research consulting institutions.
1. Utilization of professional consulting products
First of all, we should study the consulting products of various research institutions to see which products have high professional level and can be used emphatically; People who often do "Zhuangtuo" should pay attention to preventing risks in recommended stocks. The stocks recommended by consulting institutions tend to spread widely and attract many people. Basically, there will be a trend of rising and falling. Some stocks with better texture will exert their strength after short-term adjustment of washing. After short-term technical adjustment of these stocks, the sales department will recommend them again. On the one hand, it will let our customers avoid short-term quilt risks and avoid short-term capital freeze; On the one hand, customers gradually forget the research products, and they can rise in the short term after purchase, which strengthens customers' trust in the research level of the sales department; On the other hand, the profit plate is easier to loosen than the quilt cover, which shortens the capital turnover cycle and directly stimulates the turnover of the sales department, which can be described as killing three birds with one stone. 2. Consult according to customers' own characteristics.
3. Provide basic products for customers to do their own research: For some customers who do their own research, provide some basic research products, such as various data, to facilitate their work.
4. Consciously guide customers. Some customers often do other things during trading hours, so they have less time and energy to pay attention to and study stocks, and they don't know what to do, which invisibly reduces the trading volume. Learn from each other and improve each other, so that customers' attention is always focused on stock trading. There are many experts among customers, and frequent communication enhances their sense of participation, which not only enhances the centripetal force of customers to the sales department, but also helps to improve the research level of this department. Second, establish the customer stock supervision control 1, monitor the stocks held by customers, and understand the positions. Some customers are prone to some problems because they don't understand the trading rules or neglect (for example, some large households hold a single stock over the limit, and some customers sell bonds with a face value of 1 yuan at the price of1yuan, etc. ). These events will directly affect the customer's mood and have no intention to trade for a period of time, thus affecting the commission income of the sales department.
2 It is also necessary to remind some customers of the inflection point of their heavy stocks in time, otherwise it will be difficult to make up your mind to cut them off once they are locked up and let these funds "die" for some time.
Understand the customer's position and collect the information of the stock held by the customer for reference, so that the customer can correctly judge the market. Understand the customer's shareholding, recommend more active stocks to customers, and avoid locking in customers' funds for a long time.
Broker's management of customer service time: spend 60% of service time and energy on "core customers" and "dormant customers"; Spend 30% of service time and energy on "maintaining customers";
Spend 10% of service time and energy on "precipitating customers".