Talk about the background of the times
Do something these days. If there are no customers and no users, no matter how "internet plus" and "N+" are, it is also a blind booing. This is especially true for the highly competitive wealth management industry. Tracing back to the source, it is still necessary to calm down and discuss how third-party wealth companies "catch" customers.
Compared with other traditional financial service institutions, such as commercial banks, securities institutions, insurance companies, etc. For third-party wealth companies, customer resources can be described as "congenital deficiency, acquired deficiency". In melee or shopping, the final comparison is who has customers. Today, commercial banks have always occupied a dominant position in the field of wealth management, precisely because of the strong customer trust given by their historical dividends.
I remember when I was working in a bank, I often met customers who would ask such questions: "Is this product your own?" If so, you give me a bank stamp and I'll buy it! "Customers' trust in banks is unmatched by other countries.
With the decline in the service quality of traditional financial institutions, customer churn has become a major trend. Nowadays, third-party wealth management companies have mushroomed everywhere, and they have begun to become a "new force" to enter the vision of wealth management customers, and attracted some wealth management pioneers with the concept of "independence, objectivity and fairness".
Then, the question comes: how to "catch" customers?
At present, it is the "fishing" strategy of most tripartite wealth companies to recruit partners to win over various salesmen in related industries with targeted customers. Of course, the most immediate thing is to directly find the sales staff of traditional financial services institutions and promise them "entrepreneurial opportunities" and "interest chains" so as to realize the development of regional or industry customers.
If it is regional, it is mainly aimed at the wealth management personnel of commercial bank outlets. They have a large number of customer groups, mainly concentrated around the outlets, which are relatively concentrated. From the perspective of customer demand, commercial banks and tripartite wealth companies are complementary in products. Moreover, because of the huge number of customers, many banks simply can't take care of the deep needs of customers, so from the service point of view, the tripartite wealth companies are also complementary.
In the case of industrialization, it is also a relatively fast and effective means to recruit sales personnel from various high-end industries of "food, clothing, housing and transportation" and carry out peer-to-peer cooperation. Of course, for this kind of cooperation in non-financial industries, the sales staff of tripartite wealth companies need to cooperate closely in the professional field and follow up effectively. In this process, it is to complete the seamless connection between the two links of "matchmaking+tracking transactions".
There are generally festive activities and normal activities. Festival activities are mainly brand promotion activities designed and planned in combination with the current environmental atmosphere, such as Christmas, New Year's Day, Double Eleven and other activities, and at the same time introduce some means to attract customers, which can not only increase the chances of getting customers, but also promote the brand. This kind of activity requires high content and process design. When planning these activities, the three-party wealth companies need to evaluate the effect of the activities.
Normal activities, such as regular investment salons, health talks, tea tasting and other activities, can have a certain influence in the customer circle. If the activity reaches a certain quality, it will also form a word of mouth and eventually form a virtuous circle. Third-party wealth companies can fully tap the expertise of internal sales consultants based on the preferences of target customer groups, train some financial planners to stand on the platform and give some thematic lectures, which is not only the cultivation of team style, but also an effective and stable customer platform.
In addition to the above-mentioned peer-to-peer cooperation for sales staff in some industries, platform docking is a "face-to-face" cooperative development method. For example, golf, high-end real estate, high-end beauty shops, high-end cars, luxury stores, etc., the focus is on the "food, clothing, housing and transportation" of customers. However, this category is generally used by larger third parties, because different industries that cooperate often pay attention to a brand equivalence, so some small three-party companies can't find a suitable docking platform, and this kind of cooperation also has certain requirements for capital investment.
In the process of providing consulting services for banks, the author has witnessed the growth of many overseas private bankers, which can be used as a perfect reference for the group of "independent financial planners" in China. In addition to strengthening the specialty of financial investment, Sanfang Fortune Company can also open up places where salespeople gather high-end people in various ways. At the same time, encourage their sales staff to participate in some high-end social activities, such as yacht club, car club, private jet tasting and other activities, and finally reach the target customers to attract customers.
In the interaction with the heads of some tripartite organizations, the author found that some friends are more willing to participate in the activities of chambers of commerce, especially some regional chambers of commerce, which can not only realize the convenience of "crying at the sight of fellow villagers" but also realize the development of customers. For example, the Zheshang Association where the author is located has a large number of Zheshang friends who come to Shanghai, many of whom are high-intensity funds. When the market is not so prosperous, they often lack investment direction. Occasionally, it will be introduced to friends in private banks, which is also a kind of trust. This society is originally a society enjoying resources. Similarly, tripartite wealth companies can encourage our sales staff to try to contact their respective regional chambers of commerce, and perhaps enjoy the advantage of "geographical location and harmony".
Learning is an enduring "fashionable" theme in this era. A friend of an insurance institution, Mr. Li, started a wealth company by himself, which has been in business for more than three years and has done well. Rent a room in a high-end tea house every day, work, receive customers and enjoy being busy. What I shared with me recently was that when he was studying for an EMBA, all he met were entrepreneurs, and several entrepreneurs had successfully adopted his asset allocation scheme and introduced their friends to this "classmate". Li has always been a very elegant independent financial planner, which can also be used as a reference for the sales staff of many other tripartite wealth companies.
It is also a very direct way to get customers by asking familiar old customers to help introduce them. Of course, this is based on the word-of-mouth of old customers, so the financial planners who require tripartite wealth should accumulate professional services. At the same time, there will be skills to promote customer recommendations. For customers, the biggest difficulty is "privacy", especially rich customers are sensitive to their assets and investment direction and don't want to let friends in the circle know. Therefore, before inviting customers to MGM, it is necessary to dispel the doubts of old customers in this regard.
Publicity through relevant media is a common strategy of some Internet tripartite wealth companies. This kind of publicity can often be seen in taxis and subway stations, but the effect of attracting customers is unknown.
In short, there are many ways to contact customers and countless channels. Just to see if our financial planner is "attentive" and can smell the "taste" of customers, so as to accurately attack customers. Excellent skills will precipitate over time!