What sales model does the traditional bank outlets adopt?

1. Convenience marketing

Some community outlets focus on "convenience" to carry out all kinds of characteristic marketing work according to the living needs of community residents. For example, China Everbright Bank has set up a warm "financial convenience store" in Ningbo, with an area of less than 5 square meters, but its functions are complete, and even some special services have surpassed the traditional large-scale outlets.

The outlet is staffed by 2-3 bank employees, and it is open 365 days a year until 2: p.m., which implements "peak-shifting business" and solves the dilemma that most white-collar workers and banks commute at the same time. In addition to the standard self-service equipment, the outlets have also added children's play areas, rest areas, physical examination areas, etc., to provide additional non-financial services such as blood pressure measurement and free copying for community residents.

Chen Zhiyong, president of the sub-branch, explained: "This is an attempt by the Bank to change the physical network of banks from a simple banking service channel to an all-round service-oriented comprehensive service center."

2. Social media marketing

Social media marketing refers to the effective marketing of outlet customers by using new social media. Bank employees used to contact customers, often by telephone, text messages, and direct face-to-face communication with visiting customers in the hall. Nowadays, the customer flow of community banks is much less than that of general physical outlets. If community outlets do not make a breakthrough in the way of obtaining customers, they will be eliminated by the situation faster.

With the popularity of smart phones, perhaps only when receiving the verification code of some operations will the short message information be paid attention to by the holder. Customers are paying more and more attention to privacy and distance. Therefore, the telephone is more suitable for contacting customers with a certain emotional foundation, rather than acquiring strange customers in large quantities.

Social media may be a good choice. Wechat and Weibo are both familiar and popular social media, while Weibo WeChat official account and Wechat WeChat official account have also become the first choice for an official organization to publish news in batches.

3. Relationship marketing

Relationship marketing is another marketing method to practice the "customer-centered" service concept. Domestic community banks occupy a greater geographical advantage, especially the types of banks that focus on convenience services, making it easier to create customer contacts. With more opportunities to contact customers, banks can control the marketing opportunities.

when most bank outlets are transforming into service marketing, some of them are too radical, paying too much attention to the income of products and ignoring the lifelong value management of customers. We often give financial managers some product marketing skills, which are basically "de-marketing", that is, what financial managers should do for customers is to diagnose their financial health.

truly do a good job in professional asset allocation for customers, instead of simply fulfilling their business targets and marketing precious metals, high-yield wealth management and so on to them no matter who comes. Only by truly solving problems for customers can we gain their trust and win their loyalty. Enhancing the emotional connection with customers and growing with customers is the way to last forever.

4. Cross-border marketing

Cross-border marketing, also known as horizontal alliances, means holding corresponding activities to do a good job in publicity and marketing through cooperation with third parties. Integrate various resources, so that both parties can win mutually in advance. In the traditional sense, horizontal alliances is more about activities aimed at promoting products and getting customers in batches.

At the same time, in cross-border marketing, banks can mainly emphasize the dissemination of brand value for public welfare, and cultivate the public's goodwill with the power of culture, so that it can be separated from commerce appropriately and gain the public's trust more easily.

In recent years, the spring breeze of national sports has spread all over the streets, and the sports industry in China has become a sunrise industry with great potential with the support of policies. In May of 215, Industrial Bank participated in the preparation and service of the first Shanghai Half Marathon as a "glory sponsor" and "the only designated cooperative bank", and more than 3 volunteers from Industrial Bank supported it all the time.

At the event site, Industrial Bank set up 12 gas stations with its brand image along the track. Volunteers and employees dressed in uniform and enthusiastic participants cheered. Together, Industrial Bank takes a fancy to not only its positive and enterprising, optimistic attitude towards life and spiritual civilization.

Because it is becoming a new fashion for the whole people and the key for urban residents to improve their quality of life, its influence is growing exponentially. Therefore, with the cross-border cooperation with Shangma, Industrial Bank can not only convey its brand value of "people-oriented" to the people of Shanghai, but also inject more fresh blood into Shangma by the "Happy Running Group" it has established, and truly achieve mutual benefit and long-term development.

5. Event marketing

Event marketing here refers to the behavior of banks at the branch level, which uses their own resources to hold marketing activities alone or cooperate with third-party merchants around them to enjoy the resources, so as to achieve direct purposes such as obtaining customers, collecting deposits and upgrading the customer level.

such marketing activities are usually linked to holidays, which is beneficial to arouse customers' interest, attract customers to participate on a large scale, and make the best use of limited resources.

in the pre-event publicity, outlets can make full use of online and offline channels, including SMS WeChat, creating the atmosphere of outlets, inviting existing customers by phone, and outreach to join the surrounding merchants to promote the event in an all-round way, so as to lay the foundation for the active participation of residents in the later period.