Day 13: The customer suddenly said that his bank had high income and wanted to transfer money. How does he domineering, how to retain?

Topic: The last topic of this training camp-how to leave a deposit?

For example, a customer who usually has a good relationship suddenly says that his bank income is high and he wants to transfer money. How does he domineering, how to retain?

Let's clarify a few concepts:

1. What is retention?

2. When will you live?

3. What do you want to keep?

4. What is reservation failure?

1. What is retention? Reservation is not wishful capital reservation, but a win-win financial decision. Don't keep the customer's money (swaying), but keep the customer's knowledge (rest assured). Every retention is an upgrade of financial cognition, not a manifestation of both hard and soft. President card, gift brand and emotion card, if used carefully, are the inducement to interfere with decision-making rather than the reason for financial decision-making.

2. When will you live? Several stages of customer funds: satisfaction period-germination period-pain period-action period. The best time is the period of satisfaction and germination, followed by the period of pain, and the worst time is the period of action. The earlier it is retained, the lower the cost. The best retention is to prepare for a rainy day in daily work, rather than fighting wits when the funds leave.

3. What do you want to keep? The best resource to keep is financial knowledge, which can help customers with two kinds of knowledge: macro-level concepts such as asset allocation, why not put eggs in one basket, and micro-level product knowledge such as how to identify the risks of financial products and how to choose the right products. Give priority to the concept of asset allocation to retain customers, rather than using a product, otherwise customers will easily fall into an either-or zero-sum game.

4. What is retention success or failure? You can't judge success or failure by money. Customers have the right to control their own funds. If customers occasionally make seemingly wrong decisions, they should be patient enough to wait for customers to learn from their failures. Your own deep-rooted feelings are better than others' grievances. The real failure is never getting a chance to stay or a fake chance.

Four steps to retain customers:

1 Accept customers

2 Educate customers

3 analytical products

4 leave a good back road

Step 1: accept customers-"love" comes before "things"

Demonstration: "Teacher Wang, you are very aware of financial management, which is really commendable." Not afraid of not knowing the goods, but afraid of shopping around. Knowing about such products through multiple banking channels can really make better financial decisions. "

Bottom logic: deal with feelings first, then deal with things.

Step 2: Educate customers-"follow" before "accept"

Demonstration: "Miss Wang, I don't know if you want to choose such a product. Are there any other considerations besides income? " If in the long run, this product conforms to your financial planning, in the short term, risks and liquidity have also been considered clearly. Don't worry, not only will I not stop you, but I may even follow you to buy some. Is it convenient to talk about your thoughts?

The underlying logic: it is not that we want to retain customers, but that customers' financial planning and risk perception ability help customers make correct financial decisions.

Here we are. The concepts mentioned above, such as "long-term financial planning and short-term risk awareness", should be said that financial planners should have talked with customers long ago. Why do you still have a lot of financial knowledge now that all the clients have left? Isn't it a bit unreasonable to do this, to retain for the sake of retaining?

The reality is that many of our financial planners really didn't do their homework in the usual "satisfaction period, germination period and pain period". When the customer reaches the "action period", it is wise after the event. How to resolve embarrassment? The simplest and most effective way is to dare to say embarrassment and make good use of real power.

So, how can we resolve this embarrassment?

Demonstration: "I know it will be awkward to talk to you about financial planning and risk knowledge at this time." I should have told you earlier, but I haven't seen you many times before (or every time you come and go in a hurry); On the other hand, my own professionalism is constantly improving and growing, and I am more and more aware that financial management is not only a simple comparative benefit, but also a product benefit ... ".

The underlying logic: boldly admit the shortcomings of past work. From recommending a single high-yield product to making financial planning and asset allocation. Asset allocation: macro, meso and micro.

The rules of the game of deposit retention have changed, according to the long-term return of asset allocation. Ordinary sales selling products, excellent sales selling standards.

Step 3: Analyze the product-first "long" and then "short"

Demonstration: "You heard the news by accident this time. You think this wealth management product has high income and you want to make a short transition." According to your financial planning, in the long run, you think it is really necessary to increase the allocation of such financial tools. "

"If it is a short-term transition, that's no problem. Do you know how to judge the benefits and risks of a wealth management product? If you trust me, I will take a look at it for you. " (At this time, customers may take the initiative to ask you to help look at wealth management products. )

"In fact, if you think I'm bothering you, you'd better learn to check it yourself. Ask the other person three questions and you will know what to do: What is the investment direction of this product? What kind of risk protection strategy is there? If there is a risk, where is the risk point? "

The underlying logic: it's not that we ask our customers to stay, but that they decide to stay. What we provide is always the knowledge to improve customers' financial decision-making ability-giving advice and using the knowledge we provide to let customers make their own decisions.

Step 4: Leave a good retreat-weaving baskets, all of which are closed.

Closed loop is crucial! Whether to retain customers this time, it is very important to have a closed loop and send text messages.

Demo: (Keep SMS)

Hello, Mr. Wang, it was just an accident that the money stayed. As far as the result is concerned, it is difficult to tell right from wrong whether to choose A or B in the short term. But looking back at your decision-making process-cautious attitude and professional courage, this style makes me really happy for you! This is a respect for wealth and the value of my work.

Bottom logic: always return to the original point and help customers make correct financial decisions with sincerity and professionalism.

Demo: (Unsettled SMS)

Mr. Wang, whatever decision you make, as long as it is prudent and well-founded, I am happy for you. As far as single product selection is concerned, it is difficult to tell right from wrong whether to choose A or B in the short term. You have the patience to communicate frankly with me, which is a respect for wealth and the value of my personal work, so I want to thank you. In the process of financial management, if you have any questions, I am willing to communicate with you.

Bottom logic: don't forget to give the customer a reason and steps to come back.

If you follow the above steps, you can really improve the success rate of retention, but the cost of communication is really not low. What can we do if we want to start over? In fact, a lot of work can be done in the period of satisfaction, germination and pain, rather than waiting until the action period when the determination has gone. We can talk about knowledge marketing earlier and allocate customers' funds in a comprehensive way according to low, medium and high, so that customers will not have more funds on high-liquidity products. Even if it is necessary to release the short-term high-liquidity configuration, we will report the upcoming expiration and income of the product, so that we can make preparations earlier. If you do these lessons well in advance, there is no need to keep them.

Summary: how to leave a deposit? What is retention? What should I use to keep it? How to retain? How to make retention redundant?

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