New employees generally have a positive work attitude, and it is good to do a good job. For account managers of loan marketing, in order to achieve a double harvest of marketing performance and interpersonal relationship, satisfy leaders and impress colleagues, they must learn more, listen more, watch more and run more.
First of all, we should learn the bank's loan management regulations, loan process, loan varieties, loan procedures and so on. When new employees arrive at the bank and are assigned to credit posts, they should be familiar with the bank's loan-related systems, regulations and processes as soon as possible. Only when you are familiar with all the knowledge related to loans can you use it flexibly in your future work. If a customer wants to talk to you about business, you will be speechless, and you have to look up the information or ask your colleagues. This is really ridiculous.
Secondly, learn from the old bank employees, listen to their experience and see their workflow. No matter where the new employee is assigned to the bank, he feels helpless and doesn't know where to start. At this stage, they can only ask what they don't understand, observe the working methods and processes of the old employees, and record the key points and difficulties of the loan emphasized by the old employees with notebooks.
Third, widely publicize and actively establish relationships with customers. We can mobilize friends and relatives to find customers with loan needs, and we can also introduce some customers with frequent loan funds needs through leaders or colleagues. If you are familiar with the work flow, you can sweep the streets and publicize, go door to door to learn about the economic situation of some merchants and residents, keep records at the same time, actively publicize the loan policy, and strive to let customers find you when they need loans.
It is not difficult to sell loans now. There must be more customers who want to borrow money than deposits, depending on whether they meet the loan conditions. Many bank account managers don't have to think about how to sell. When customers come to consult and meet the loan policy, they will start to handle it on the spot. In fact, loan sales are not difficult. On the contrary, it is becoming more and more difficult to sell deposits now.
How to market customers
1. Strengthen training, improve quality and establish an efficient loan marketing team.
First, learn from the successful practices of insurance companies in training employees, strengthen the infiltration of knowledge in social relations and psychology, improve employees' marketing skills, and deepen their understanding of marketing connotation.
, so that marketing behavior can be recognized by customers and create marketing value. The second is to establish a special marketing team. Select a group of professional and correct backbone forces within the credit cooperatives.
Comrade Qiang enriched the marketing management team, so that these people can promote the development of financial products, loan marketing and intermediary business from the specific goal of simple credit management and deposit absorption.
Exhibition and other comprehensive goals, especially to strengthen the key study of laws and regulations. The third is to encourage credit marketers to take part in social study, education and marketing of related majors in their spare time.
On-the-spot investigation and research focuses on in-depth investigation and understanding of the economic structure of the region, and mastering the business nature, labor structure and capital demand ratio of customers in production and life.
Adapt to the needs of credit marketing in the new period.
2 clear rewards and punishments, incentive assessment, and establish a reasonable loan marketing mechanism.
First, improve the assessment and incentive mechanism and enhance the initiative of credit personnel. For loan officers, it is necessary to establish a marketing assessment mechanism in which rights, responsibilities and benefits correspond, and protection and punishment, responsibilities and benefits correspond.
Benefits should be organically unified, the loan stock should be cut off from the old and new increments, and the ratio of loan risk to the income of credit personnel should be reasonably determined, so that credit personnel can be paid according to their work and benefit according to their benefits.
Ensure the enthusiasm of credit personnel to lend. Second, the assessment indicators should be single, only the indicators related to loans should be assessed, and the income of loan officers should be completely linked to the assessment of 100, and the super-.
Plus points and income.
3. Strengthen management, improve service and create a harmonious loan marketing environment.
First, rural credit cooperatives should continue to do a good job in credit rating, taking small-scale agricultural loans as the carrier and small farmers or individual industrial and commercial households as the loan marketing targets of rural credit cooperatives.
The main direction is to further consolidate the basic position of rural credit cooperatives in rural areas. At the same time, we should vigorously cultivate gold customers, establish gold customer files, and implement them in the marketing process.
Properly tilt the policy, close the relationship between credit cooperatives and borrowers, and create a good external environment for loan marketing. The second is to establish a marketing loan customer information ledger. correct
For self-employed households, private enterprise households and units with strong economic resources and operational strength that need loans, conduct a thorough investigation, register them, grasp the basic situation, bind them up and distribute them.
To the marketing personnel of the credit cooperatives in the corresponding jurisdiction, as the key target of marketing, so that the marketing personnel know fairly well and create a good internal environment for loan marketing. The third is rural credit.
Social marketing loans should actively promote "sunshine credit", further optimize the credit environment, improve the level of financial services, and fully serve with excellent credit services and rich credit products.
Building a new socialist countryside will achieve the "win-win" goal of increasing farmers' income and increasing the efficiency of rural credit cooperatives.
A good method of loan marketing
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.
What are the marketing strategies of personal loan customers?
The most common personal loan marketing channels of banks mainly include cooperative unit marketing, network agent marketing and online banking marketing.
I. Institutional marketing of loan outlets
The classification of outlet marketing includes omni-directional outlet marketing channels, professional outlet marketing channels, high-end outlet marketing channels and retail outlet marketing channels.
Customer-oriented personal loan marketing model.
Second, online banking marketing
Online banking marketing includes online banking electronic virtual service, operating environment, room opening and other functions, information service function, display and inquiry function, and * * * and business function.
In short, the main functions of online banking are online consultation, online publicity and preliminary acceptance review.
Third, the housing loan cooperative unit marketing.
Cooperative marketing includes individual housing loan cooperative marketing and other individual loan cooperative marketing. Individual housing loan cooperative unit marketing includes first-hand individual housing loan cooperative unit marketing and second-hand individual housing loan cooperative unit marketing. The marketing of other individual loan cooperative units means that commercial banks should strengthen cooperation with distributors, cooperate with distributors, sign cooperation agreements with them, and provide information or recommend customers.