Characteristics of financial sales (1) From the position of financial institutions as the main body of financial marketing, financial enterprises, as providers of financial services, should not only develop different financial products and services according to the needs of different investors in fund-raising activities; It is also necessary to develop and provide different financial products and services for different customers in capital utilization activities to meet the requirements of capital demanders and ensure the efficiency and quality of capital utilization. In addition, it is necessary to give full play to its position and role as a trading intermediary and actively provide various intermediary services for customers.
(2) From the perspective of consumers of financial services, the object of financial marketing, with the development of economic integration and financial liberalization, the financial market is becoming more and more mature, and all-round, multi-functional and multi-channel financing and transaction settlement are possible, which also makes the number of financial consumers participating in financial activities increase day by day, the composition is more and more complicated, and the requirements for the quality of financial services are getting higher and higher.
(3) From the purpose and requirements of financial marketing, maximizing income has become the main purpose for enterprises to provide financial services. As the provision of financial services and the consumption of services are often synchronized, it requires financial enterprises to constantly improve their professional quality, establish a good corporate image and win more customers by providing standardized services.
(4) From the object of financial marketing-all kinds of financial products, it is the carrier associated with a specific form of financial management in financial activities, and its characteristics mainly include:
(1) has a form of invisibility.
② Consistency and substitutability in essence.
(3) the diversity of expression forms.
The present situation and countermeasures of financial marketing 1. Current situation of financial marketing
(1) outdated marketing concept
In the financial business activities, the business philosophy of most banks still stays in the promotion stage of financial products, especially some senior bank employees who are in charge of loans are condescending to customers who want him. This bank-centered management orientation obviously does not meet the competitive requirements of modern financial markets.
(2) The understanding of marketing is not comprehensive
Although some of them also draw lessons from the concept and technology of marketing in their business strategies, they often regard promotion as marketing. Publicity lacks integrity and consistency, fails to combine the image publicity of bank products with the bank's business philosophy, and lacks overall marketing.
(3) marketing lacks strategic objectives
There is a general lack of long-term analysis, positioning and control of the market, and the work in improving service attitude, optimizing service quality and improving service level is not connected with marketing strategic objectives and marketing strategies, and lacks pertinence, initiative and creativity.
(4) Lack of marketing professionals
The knowledge structure of employees is basically financial majors, few marketing professionals enter the enterprise, and most of the recruitment and training of enterprises pay attention to financial majors.
(5) The financial market is immature.
The price formation mechanism and trading mechanism of financial products are single, and the market operation has not yet been formed, which greatly reduces the price strategy and price combination of banks. The relationship between property rights is vague, the corporate governance structure is imperfect, and financial marketing lacks internal driving force.
2. Financial marketing strategy
(1) Integrated marketing strategy.
The concept of financial marketing should be the idea of integrating marketing concepts, and all departments that play the marketing function should coordinate their actions in terms of products, prices, channels and promotions under the unified command to achieve comprehensive economic benefits. To this end, financial enterprises should first establish the concept of "big market", that is, break through the traditional time and space boundaries and establish all-round and full-time services. From the traditional homogenization and large-scale marketing concept to the personalized marketing concept.
(2) New product development strategy.
To develop new financial products, we should identify the "niche points" and try our best to increase the functions of the products to meet the interests of customers. We can adopt different methods such as imitation, combination and innovation. We can also learn from the successful experience of foreign banks in this regard. In order to meet the new needs of customers and the needs of banks' own development, we should pay attention to the combination development of products and the renewal of services.
(3) Promotion strategy.
After China's entry into WTO, in the face of strong competitors, China's financial enterprises should increase investment in the use of promotion strategies to form a scale; On the other hand, it is necessary to organically combine all kinds of good promotion methods and make a series of promotion methods, unified planning and organization, so as to achieve good overall results. The main strategies of promotion are advertising promotion and marketing promotion. The promotion tools commonly used in the financial industry at home and abroad include prize-winning sales, gifts, supporting concessions, free services, relationship marketing, joint promotion and so on. The third is the promotion of personnel. Fourth, public propaganda and public relations.
(4) Marketing strategy of brand manager
On the premise of maintaining the overall image, values and corporate culture of financial enterprises, or under a common brand image, how to shape their own characteristics, form loyal consumer groups of their own brands, win a broader market and living space for financial enterprises, and avoid the embarrassing situation that one brand group of financial enterprises conflicts with another.
The way to do a good job in financial sales is 1, the simplest and rudest way to grab customers directly from companies in the same industry.
Everyone learned the dry goods of this skirt: 3042 197 14. A-A: 3 15。 As sales friends, you can go in and exchange experiences. The management in the group is very enthusiastic, and advertising is not allowed.
In terms of operation methods, Zhaopin.com listed the distribution of some companies that have done very well in the industry. For example, there may be 10 P2P companies in Building A. Collect some brochures of these companies and call for information.
Usually at this time, the salesman will take the initiative to tell us that they have a financial salon to attend in the afternoon. Well, we can go and listen to their financial salon.
There are many benefits:
1) Learn their products and words;
2) In this process, you can basically judge which customer is interested;
3) Remember to change the contact information with customers as soon as possible;
4) No chance to leave early and go downstairs to the company after the meeting?
If you don't want to listen, just go downstairs to their company. At the front desk on the first floor, someone will ask a company how to get there. These are the customers invited by their company.
Wandering downstairs in such a financial building, you will meet potential customers every day. The customers here are at least Class B and Class A, but many of them have been sold in the company. But we are not afraid of rejection. Let's squeeze into their purchasing sequence first and act as the price whetstone of Party A ... Insurance companies often say that the proportion of family assets cannot be put in one basket, and the same is true for these customers who invest in other companies, matching and diversifying risks! Hehe, are you familiar with this statement, buddy?
2. Financial clients consulted by banks.
Go to the bank to do business, or go to various banks to do business if you have nothing to do. Business is not the main purpose. The purpose is to observe some customers going to the bank for financial management. After consulting, you kick them out. Generally, customers who choose bank financing will be more cautious, or squeeze into the customer's procurement sequence first. The customers here are all Class A or Class B customers. In addition, every month 10, 15 and 18 are the days when our customers' uncles and aunts get paid. They lined up at the gate of the bank after 8 o'clock in the morning, and we were not tempted?
3. Wholesale market.
Self-employed bosses who engage in wholesale usually start busy at 4 am at noon and get off work at 2 pm. During the period from noon to 2 o'clock, many people sit idly with our company's publicity color pages, and usually read them when they are idle?
Many people have our business cards or telephone numbers in their booths, which is very convenient for communication in the future. This kind of customer's acceptance ability is very fast. If we do this channel well, the order volume should be more than 1-2 times, and we know what the customer does and where is the address? These customers are all positioned as Class B customers.
4. Drive away the relocated households.
There are many relocated households in Shanghai, many of which are in the surrounding areas. If there are more, every household has a large sum of money for relocation. At this time, the account managers of the bank have gathered to visit the relocated households? These people are easy to deal with. As long as they trust you, they won't break their word!
5. Used car market.
These people make more short-term investments. It is easier for used car manufacturers to make a deal with Li Xia than with Land Rover. Because Land Rover is not easy to sell, will rich people buy second-hand Land Rover? So, are we going to find its owner?
6. Make a phone call.
If it's a phone call from the company, it's better to have a list of customers in the same industry. If you want to make your own phone bill, Renhe 58 can collect some boss phones and used car phones. The biggest advantage of these customers is that you can know what customers do, talk to them about business, talk to us about financial management, or go to the parking lot to find a car-watching uncle and ask him to help you get some mobile phones. It is more accurate to get such a mobile phone.
7. Find a director-level doctor.
What's the story? Horses that don't eat night grass are not fat, and people have to make extra money to make a fortune, you know?
8. Cooperate with the aunt and elder sister who do insurance.
There are some experts in the same industry who are good at this. Are you happy to see this?
9. Pay attention to those who are released.
The ones released are quite rich, but if you win such customers, unless you are a master, don't think about it. You'd better know something about Buddhism, otherwise there is no basis for communication. Every big city has relatively concentrated release areas, such as rivers, reservoirs and mountainous areas. Going to these places often on weekends may lead to unexpected gains. Do your best?
10, a large-scale housing exhibition in this city.
If so, you should go out and wait at the booth of the mansion. Maybe you can meet a vendor at the meeting. There is a lot of news about this in local portals and newspapers. This kind of customers generally have some investment friends around them, and they are doing well and imaginative.
1 1. If the company supports it, do some business activities and community activities.
Blur our sales proposition. For example, you can do various competitions in the community and give some prizes. Some wealth management companies have done square dances, cultural performances and other projects. It's simple. First of all, we will give a wonderful performance and talk about products in the middle, but our company is the sponsor. Performing on the stage, we first collect customers, understand their needs, list the intended customers with investment needs, and finally call. By the way, remember to take pictures. Next time we visit our customers, we will also send photos of their activities to surprise them first.
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