[Securities] How do securities consulting companies do customer maintenance?

How do securities consulting companies maintain their customers 1? Establish a complete customer file system. Establishing a complete customer file is an important preliminary work for customer management. Collect customer information completely by sorting out customer data, collecting online information, advertising feedback, customer introduction, etc., including the names of important leaders, mobile phones, direct dial phones, company addresses, faxes, e-mails, websites, business scope, leading products, industry status and development trends, etc. And according to different regions, customer strength and transaction possibility, ABC classified key management is implemented for customers. (1) We classify 20% of customers with good intentions as Class A and implement key tracking management. We must make sure that we contact each other by telephone at least 1 time every week, visit the chairman or general manager of the company once every two months, and arrange a special person to collect information, such as through professional newspapers and the company's customer trends in web analytics. (2)40% of customers are Class B, and at least 1 call is guaranteed every week, and they visit once every three months; (3) The remaining 40% of customers are Class C, and the telephone contact must be guaranteed at least 1 time every two weeks, and a visit should be arranged every four months. Through the classified key management mode, we can make full use of the limited resources of the customer department, reduce the unnecessary work cost and investment of "casting nets everywhere and fishing on the sea floor", and make customer management focused and targeted. According to the contact situation and cooperation intention of customers every month, customers are reclassified and different management methods are implemented. Formulate and improve a series of standardized work forms, such as customer file form, customer contact form and customer visit form, so that each form can be traced. The customer file table records the detailed information and materials of customers and the contents of previous contacts; "Customer contact list" is to register all customer names and implement regional classification. When contacting, mark "V" in the corresponding date column, and briefly record the contact contents in the remarks column, which is beneficial to fully grasp the customer contact situation and prevent one item from being missed. The customer visit table is used for specific customer visits, including analyzing customer needs, evaluating the environment and determining the service entry point. Through the comprehensive application of three forms, the management resume of customers is recorded in detail. Collected customer written materials (such as company profile, product introduction, etc.). ) summary, classified storage, and number. Input all the above information and table records into the computer to realize the computerized file management mode. If you need to make a phone call or search, you can find information quickly, simply and accurately through the search function. 2. Formulate a unified telephone conversation and call system. Professional, concise and friendly telephone conversation is the first element to leave a good impression on customers. A standardized customer department must formulate a standard telephone conversation, which must be concise, clear in logic and appropriate in details, and strive to achieve "professional and interactive" good results in the process of contacting customers. According to different types of customers, the frequency of telephone calls and greetings is defined, and the key points of each telephone call are systematically arranged, including holiday greetings (conducted by the secretary of the customer department) and cooperative intention contact (undertaken by the manager of the customer department). Before each greeting, you should write an outline, which will be implemented after being confirmed by the customer manager. Among them, the most important thing is to ensure that different customer department personnel try to be consistent in expression, words and logic when making a phone call! Imagine that the same customer receives calls from different people in the customer department with different themes, thinking and communication methods. What kind of ideas will your customers have? But the only foreseeable thing is that you will never get this order! 3. Emphasize key tracking and kanban management methods. With the increase of customers, the more frequent contact, the more focused and clear the grasp of customer needs and information; How to ensure that there are no omissions, the customer department can use two whiteboards, one for recording the key work items of the week (including three columns: the work focus of the day, the work focus of tomorrow and the work focus of this week); One is to record the overall work focus (cross-Zhou Du and monthly work arrangements and matters); The application of kanban management can make the work of customer departments orderly, and the coordination, flexible combination and adjustment of work easier! 4. Standardized customer visit process. Employees of any customer adhere to the concept of "60% of successful visits" and are fully aware of the importance of customer visits. Through a lot of practical analysis and discussion, the customer department can determine a complete set of standardized procedures for visiting customers in this enterprise. Based on the experience of visiting customers for many years, the author summarizes a set of effective visiting procedures in consulting industry, that is, analyzing the collected customer information, searching information, drawing up attack points and interest points, contacting customers by telephone, exploring potential needs, focusing on providing solutions to customers' actual needs, searching industry information and benchmarking successful cases, contacting customers, agreeing on visiting time, and compiling. 5. Strengthen the ability to prepare plans and make separate suggestions. The needs of customers are often urgent! How to meet the needs of customers with the fastest time, the lowest cost and the best solution is a problem that customers must think about. It can be said that the ability of "listening, speaking, reading and writing" of the customer department staff must go hand in hand and be indispensable! Among them, the ability to write a plan can best reflect the comprehensive level of the account manager. It is necessary to prepare the simplest and best operation plan (considering the operation cost and actual operation ability), and to keenly capture the real needs of customers (meeting the requirements of customers), and at the same time, to take into account the popularization of various difficult theories (well expressed in words)! Therefore, in a consulting company, the quality requirements for senior account managers are very high. If it is cultivated by the company itself, it will also be a painful process, because usually the average life span of immature consulting companies in China is only 9 months! Therefore, a senior account manager needs to have multi-industry, regular large enterprises, multi-post working background and full-time consulting experience! In order to meet the above requirements, the client department should systematically carry out intensive training in writing plans and master more technical tools such as brain diagram, fishbone diagram, structure diagram and process analysis. Accumulate a large number of classic cases and form a management marketing case base; In a mature consulting company, the senior account manager must come up with a high-level plan and get the customer's approval within three days after visiting the customer (preliminary interview)! A good plan is the foundation to impress customers, and a proposal full of charm and passion is the key to conquer customers. Many consulting companies in China write the scheme and hand it over to the person in charge of the customer, without paying attention to the process of explanation, which is very imprecise and professional! Usually, customers don't have the time and patience to think and understand your copy carefully, but if you communicate face to face with the main person in charge of the customer, make use of your professional expression, body language, strict logic and rich classic cases, and cooperate with computers and multimedia projectors, in the process of explanation, try to make suggestions by means of navigation chart, benchmarking analysis, coordinate chart, etc. Customers will usually be moved by your professional and passionate explanation, so as to deepen their understanding of the program and avoid many tedious and unnecessary explanations! In my experience, customers often agree to sign the contract as soon as the proposal is over! Therefore, attractive and passionate proposals are the key to conquering customers and the catalyst for successful signing! 6. Enrich the ways and effects of developing customers and improve the means of customer maintenance. Telephone contact is an effective means to promote and stimulate customers repeatedly, but frequent use will cause customers' disgust! Appropriately contacting customers to visit (remember: it is important to send a sincere invitation letter), or visiting the customer company (remember: don't forget to write a thank-you letter after the visit), or writing a preliminary rectification plan to provide customers with the latest industry and government information, are all good ways to shorten the distance from customers. The comprehensive use of holiday greetings, New Year greeting cards, Spring Festival gifts, team visits, etc. will make the customer relationship stable and sustainable! 7. Actively participate in government actions (such as entrepreneurs' associations) and the utilization of special resources. In the long-term work, the author deeply realized that the development of enterprises is not enough by advertising and word-of-mouth effect alone! How to communicate in a wide range and short distance, so that potential customers will be interested, form memories and stimulate demand? To this end, we have established a good cooperative relationship with entrepreneurs' associations/enterprise management bureaus. Entrepreneurs' Association/Enterprise Management Bureau chooses to establish strategic alliance based on two factors: 1. These two institutions are government departments with good and reliable government background; 2. These two organizations hold a large number of corporate parties and activities every year, which has a strong cohesive function. Usually, at large gatherings, associations or administrations will invite us for training and lectures; After careful preparation and design, the success of each speech will make the company highly recognized by enterprises and entrepreneurs. After the speech, take some time to exchange business cards with customers, receive simple consultation and have a preliminary exchange, so as to lay a good foundation for later customer visits and in-depth exploration/stimulation of customer needs! This way, we call it team marketing. Making full use of special resources, tapping and cultivating potential customers is an important link in the long-term strategic planning of the customer department. Choose well-known universities to cooperate, send senior consultants to help explain MBA courses, provide classic case studies, and arrange student internships. Not only can we enhance our popularity through the alliance with colleges and universities, but we can also leave the company image in the minds of these future business leaders and lay a solid foundation for cultivating future customers! This way, we call it: blocking the passage. Similarly, the scope of special resources will continue to expand and improve, and will gradually penetrate into banks, securities and other industries to find more benefits across regions (marketing agencies, consulting companies, IT industries, etc.). ), and strive to develop more comprehensive and in-depth cooperation with them. 8. Improve the training system, and assist customers to establish learning career planning. In professional management consulting companies, the comprehensive quality of customers' staff is particularly important. The customer department will establish a series of trainings such as standard speech, professional technology, classic case base, power management (marketing) concept, customer demand mining, customer relationship management and image design. And according to the quality, potential and work characteristics of different personnel, we will compile personalized learning careers to help the customer department staff improve quickly and fully shape the team ability! 9. The customer department will assist and participate in the company's sorting and packaging of projects, gradually form a service project library with company characteristics, and maintain the potential of customers' secondary development. Providing customers with a package of solutions and integrating systems is the embodiment of the competitiveness of some consulting companies! However, with the increasingly divergent personalized needs of customers, providing targeted solutions and services for enterprises will be of great benefit to expanding the source of customers and enriching and perfecting the operation projects of consulting companies. Such as project manager, employee stock ownership plan, partner system, performance appraisal, job description and other projects. Change the bad habit of not participating in the customer department after the operation of the previous project team. The customer department should keep close contact with the important contacts and senior leaders of customers at any time to understand the opinions of customers on the project team, so as to provide timely adjustments for the project team. And in the long-term close contact, maintain a good relationship with customers, and promote the secondary development of customer needs. 10. Break through geographical restrictions, select key cities and regions, and conduct customer development and roving visits. Closing the door to the outside world is a taboo for customers, especially account managers in the consulting industry. If they are short-sighted and have no overall strategic view, they always like to stick to a certain province or city. Over time, the number of tourists will shrink and eventually form a passive situation of "exhaustion"! According to the existing customer resources and the company's development strategy, actively select key cities with good industrial base, low competition barriers, initial customer relationship and superior geographical environment, conduct early customer development and roving visits, ensure the feasibility of becoming a single company, expand consulting companies to the outside world, and help set up branches such as offices quickly and stably! The above experience is only for the reference of colleagues in the industry. If you can choose and combine according to your own conditions and the actual situation of the company, you will get unexpected results!