Summary of bank salon activities

In the process of network counseling, every network that Teacher Liu has coached must hold a financial salon. Moreover, the financial salon held this week is not the so-called product briefing for insurance companies and fund companies. On the basis of tradition, there should be three major changes in the financial salon requested by Mr. Liu: first, the purpose of holding the financial salon is not to market customers, but to close the distance with customers, build a communication platform, and let banks know customers and customers know banks; Second, the financial salon is not a product promotion meeting, but the original intention is to make customers gain something, feel happy and want to come again. Therefore, the outlets that Mr. Liu has coached are often held in a non-financial and financial way, rather than a simple product introduction meeting; Third, the holding of financial salons is not a matter for one person, nor for insurance companies or fund companies, but for the whole network. In the process of tutoring, Mr. Liu requires that all the presiding, lectures, theme selection, planning and customer invitations should be borne by the employees themselves. First of all, it can give employees a platform to exercise and show themselves; The second is to make customers feel more belonging.

Changes in thinking and ideas that meet the above three points really make many people have a headache. Indeed, the president will think, after spending a lot of manpower, material resources, financial resources and energy, what is the point of doing so? Undeniably, non-profit enterprises are not good soldiers as soldiers who don't want to be generals. However, I want to say that the two are not in conflict, but stand from different angles. If a manager, from a strategic point of view, he will think that holding a financial salon is indeed rewarding and worth holding, marketing will be easier, and the reputation of the bank will be better and better. Because it benefits customers and benefits themselves, customers are happy and banks are happy, and a win-win situation is truly realized. If managers consider rationality from the tactical level,

Financial salons, when there is no output, they will appear anxious and eager for quick success, and he will question the holding of financial salon activities. Because he only saw the immediate gains and losses, but never thought about the intangible wealth such as customer experience, customer feelings, customer understanding of products, and word-of-mouth effect in the later period. Aside from the theory of strategy and tactics, in fact, from the perspective of network management of network leaders, the holding of financial salons can not give managers some inspiration. Today, Mr. Liu stood on the level of network management and talked about the necessity of holding a financial salon.

First of all, the financial salon is a big "physical examination" for the operation and management of outlets. Why is it a physical examination? Listen to teacher Liu slowly from the following four aspects.

First of all, the financial salon is a good opportunity to test the achievements of daily network personnel in maintaining customers and reflect customers' viscosity to the network.

Very direct performance, if the customer maintenance is not in place, or if the customer is not sticky enough, it is really difficult for employees to invite customers for on-site counseling in a short time. If this team doesn't contact and maintain customers at ordinary times, then "customers" obviously become the biggest problem when this outlet holds activities. In this case, the person in charge of the network can reflect on whether the network has further improved and optimized the customer maintenance, maintenance methods and marketing team management.

Case: In a certain branch in a province, the account manager usually handles business in the background, and the position of account manager in the branch is useless. On the one hand, the physical layout is limited, resulting in no separate office area for account managers. On the other hand, account managers themselves have no awareness of customer maintenance and management, and always feel more secure in the background, so it is difficult to change from a teller to a customer marketing role for a while. In the third aspect, the person in charge of the network is too extensive and not refined.

Process management. The person in charge of the network is usually just a general arrangement task, and most of the marketing tasks of the network are maintained and expanded by the person in charge of the network alone. The person in charge of the network has not changed his management thinking to be a manager and mentor. For example, the person in charge of the network has never guided and guided the account manager in terms of detailed goal decomposition, method guidance, and the mentality of role change. Don't ask the details of the account manager without a special office and network management. The number of vip customers in this network system is about 1300. Due to the neglect of customer maintenance at ordinary times, the whole network invited 7 customers to be present. These customer groups are inconsistent with the original theme, and two of them are account managers who invite friends to act as numbers. It can be seen that the whole network is completely unconscious and there is no maintenance method to maintain existing customers. Among the 1300 customers, there is no high-viscosity loyal customer of 10.

Contrary to the above situation, there are other outlets that can invite more than 30 customers to the scene every time. Whether you are a private high-end customer or a public business owner, you can have as many invitations as you want. The deposit scale of these outlets will not be bad, and the daily average is also very good. This is enough to prove that if the process is done well, the result will not be bad.

Through the financial salon's invitation to customers, we can clearly see the maintenance efforts of outlets to customers and the stickiness of customers to outlets. Usually, the outlets carefully maintained by customers will not worry that the financial salon will not invite people, let alone get deposits. Customer maintenance also requires our down-to-earth intentions, feelings, meticulous efforts and meticulous maintenance. Second, check the team members' in-depth understanding of customers.

60% of the success of the outlet financial salon often lies in the accurate invitation to customers. The so-called know yourself and know yourself. The more you know about your customers, the more entry points for marketing. correct

The more thorough the customer knows, the easier it is to resonate with customers and gain their goodwill and trust. If team members don't know enough about customer maintenance, they can't accurately screen out the right customers to participate in the right activities. For example, the finance department of theme salon activities wants to promote the fund. Usually, maintenance personnel will not maintain customers of different levels and groups, and they don't know the investment preferences of customers, so it is difficult to screen out suitable customers in the face of a huge customer base. In this case, it can be explained that the customer's maintenance is superficial and not deep enough. Employees' skills in collecting, summarizing, refining and formulating targeted marketing of customer information need to be further improved.

Case 1: A bank outlet designed a salon with the theme of "My car is my master", with the aim of recommending millions of dollars. The non-financial sector shared the travel plans recommended by the car weekend travel routes, and the invited people were all car owners, all aged between 25 and 45. By recommending tourist routes, then conveniently recommending tourist product packages, allocating promotional gifts on the spot, awarding prizes on the spot, and publishing the experience of purchasing insurance on the spot, the audience reached 13 customers, each of whom bought 1 100 million. The success of this outlet financial salon has many factors, one of which is the accurate invitation to customers. Therefore, the financial salon has also tested the in-depth maintenance of customers and the mastery of customer preferences from the side. We really know our customers, do what we want to do, and sell the right products to the right customers at the right time, thus achieving a real win-win situation.

Case 2: In a branch in Hangzhou, the account manager accurately understood the customer's needs and grasped the exact needs of some customers for funds. After understanding the local people's pragmatic and time-sensitive preferences, he directly invited well-known fund managers to make a fund diagnosis meeting. The customer had a free investment and financial management class and was very satisfied.

In case 2, the non-financial section held by the financial salon is actually about finance. it

In the form of welfare, the form that the customer wants is provided to the customer. Personally, I think it is not impossible to hold a financial salon directly for the purpose of product recommendation. But the premise is that you know enough about customers' needs and can accurately screen out customers who need products. You can master customers' needs in life, investment and financial management, and we can meet customers' needs flexibly. Third, test the cohesion of the team, including teamwork, organizational ability, team activity planning ability, team honor and so on.

If a team's cooperation and cohesion are not strong, holding a financial salon will undoubtedly expose some defects of this team.

Case: In a bank in Zhejiang, the person in charge of the outlet lost confidence in the team, and the management was in a mess. Network employees are used to going their own way and rarely communicate and cooperate. On the day of the financial salon, after the customers arrived, no one poured water, and no one communicated and received the customers. Let customers not feel the greetings and warmth of the team. After the financial salon, Mr. Liu played a video of the performance of a bank employee in Suzhou in the financial salon, which made everyone feel the team spirit, execution and strong sense of ownership of a bank employee in Suzhou. What used to be used to in other banks seems to be so far away in this bank. Why? There are three fundamental reasons: first, the responsible management attitude of outlets is too negative; Second, the outlets are not supported by corporate culture and team culture; Third, there is less communication between employees and apathy.

In well-managed outlets, if employees don't cooperate enough at ordinary times, they can close the distance between employees through financial salon activities, enhance their feelings, and enhance the sense of team honor and team combat capability.