This is the correct posture for bankers to collect deposits

Foreword

Dear bank colleagues, have you received all the deposit tasks for a good start in 2021? Has the deposit reserve work begun? Every quarter, when I look through the friend circles of bankers, I see classic quotes about attracting deposits, which makes people feel helpless and funny at the same time. The author believes that deposits are the transfer and collection of inter-bank funds. The ultimate goal of bankers should be to collect all customers' belongings on their own bank cards. In order to achieve this ultimate goal and complete the deposit task with a good start, the author will talk to you about my own method of collecting and attracting deposits across banks for your reference and correction.

1. Know yourself and the enemy, and you can fight a hundred battles without danger.

"Sun Tzu" says: "Know yourself and the enemy, and you can fight a hundred battles without danger." It is equally practical in our bank's battle to attract deposits. Knowing your opponent will give you a chance to find countermeasures and win with one move. To understand your opponent, you must start by understanding the opponent's products. Now many customers come to the branch and say that such-and-such bank deposits give gifts, and that such-and-such bank has high financial returns. In fact, you cannot believe everything that customers say. I advocate asking customers what they are saying. Which product to buy from other banks, analyze the characteristics of their products, summarize the advantages of your own products, tell customers from a professional perspective, and guide customers to purchase our products in an impartial manner.

Case: Financial manager Xiao Zhao encountered such a customer. The customer Mr. Zhang came to the branch and asked for a large transfer to another bank. Xiao Zhao hurriedly stepped forward to ask out of professional conditioned reflex. The customer, Mr. Zhang, did not hide why he transferred the money and said directly: "The XX product I bought from your bank is a financial product with daily interest. The income is too low. My manager at XXX Bank told me that their The interest rate of similar products is higher than yours, and you can use it as you want. I am ready to transfer them all.”

When Xiao Zhao heard this, he was convinced that this was a competitor poaching customers, so Xiao Zhao didn’t panic. No hurry to explain to Mr. Zhang: "Sir, you are talking about the XX financial product of XXX Bank. The products you have in our bank are different from their products. Our products have advantages that they do not have." Zhao Sir: "What are the advantages?" Xiao Zhao said: "At first glance, it seems that their products calculate interest on a daily basis and can be withdrawn at any time. Our products are also very flexible. In fact, the two are still different. There is a time limit for the redemption of funds for their product. The working hours are Monday to Friday from 8:30 to 15:30. Outside this time period, the funds cannot be received immediately. If there are holidays or May Day, You can't withdraw it during the National Day holiday. If you need to use funds at any time, you must prepare it in advance, or put part of it in the current period. Our products have no redemption time requirements and can be redeemed 24 hours a day. In fact, there is no need to redeem the money. You can directly use the card to make purchases, transfer remittances, and withdraw cash, just like current accounts. It is more flexible and easier to operate.” After Xiao Zhao’s detailed introduction, Mr. Zhang did not put the money away. After switching, he originally thought that they were all the same products, but it turned out that there were differences in these details. The bank's products introduced by the financial manager Xiao Zhao were undoubtedly more in line with Mr. Zhang's need to use money at any time.

The three principles of investment are safety, liquidity and profitability. Among these three principles, many customers see profitability at a glance and ignore the other two principles. In fact, these three cannot be achieved at the same time and can only be balanced as much as possible. When customers are concerned about profitability, we as professionals should remind customers to pay attention to safety and liquidity. Similarly, when customers are concerned about safety, we should also remind customers to appropriately allocate assets and pay attention to profitability and liquidity. Combining the products of other banks and our own bank, understanding the proportion of the three principles among each product, and then recommending them to applicable customers is the meaning of the existence of professionals.

2. Make good use of tools and take the initiative

"The Analects of Confucius is the Lord of Spirits" says: "If a worker wants to do his job well, he must first sharpen his tools." If you want to gather across industries By absorbing deposits from other banks, you can get twice the result with half the effort using the weapons you have at your disposal. Many banks have put a lot of effort into this aspect. Here is a brief introduction to common inter-bank aggregation tools.

First of all, it must be the inter-bank aggregation online banking system developed by various banks. When it was born, it was known as an artifact that made husbands and boyfriends cry and faint in the toilet. It is mainly divided into several functions: full collection, guaranteed collection, and two-way collection.

Full collection, as the name suggests, means automatically transferring all funds from other banks' cards to our own bank's cards according to the time frequency set by the customer, which facilitates the unified management of customers' funds and the purchase of financial products. For guaranteed collection, you can set a guaranteed amount, and any amount exceeding the guaranteed amount can be transferred to our bank's card. This is more suitable for housewives with a "general manager" style. The pocket money on the husband's card is set at 1,000 yuan every month, and the rest is transferred to the wife's account, and the wife manages the funds uniformly. Or for customers who need to repay credit cards or mortgages, after setting a reserved amount every month, all the remaining balance will be transferred to a bank card for easy management. Two-way pooling means setting an upper and lower limit on the amount, and funds can be deducted from each other back and forth to fill up. This function is more convenient for small business owners. If you have multiple stores, you can set the upper limit of funds every month. The excess income will be automatically transferred to the boss's card and the business funds will be turned over regularly. At the same time, you can also set the lower limit of funds as store operating expenses, and the insufficient part will be automatically transferred from the store. Deductions from the boss's account. This saves a lot of time and energy in checking and transferring accounts, and makes accounting more convenient. These functions can be found on the online banking or mobile banking of various banks, which greatly saves customers' handling fees and time costs and is fast and convenient.

There is also the transfer POS machine currently used by all banks. Bank employees can provide free inter-bank fund transfer services for financial customers. They can use the transfer POS machine to transfer the funds on the customer's card from another bank. This function has been recognized by customers as soon as it was launched into our bank's cards, making it convenient for customers and also intensifying the competition among banks to attract deposits.

Finally, the author wants to say that the tools are easy to use, but marketers are the core of attracting deposits. Many front-line marketers feel discouraged when their deposit requests are rejected and find this a very difficult task. You don’t have much daily contact with your customers, and you are not familiar with them. You don’t speak until the critical moment. If you ask for a deposit, no one will be willing to help you. There are also marketers who are embarrassed to speak, thinking that there is a high possibility of being rejected if they speak, and they are afraid of being rejected. In fact, there are many times when employees think too much, and customers think it is normal to ask for deposits, and all banks have contacted them. Therefore, when handling business, be polite and ask the client if there are funds from other banks that can be transferred; at the end of the month and quarter, ask the client if there is any funds that can help complete the performance. Be proactive and you may get different results if you take a step forward.

3. Professional services, the way to win

Now that we have products and tools, let’s talk about services. Needless to say, service has always been what banks value. Many banks have launched standardized service processes, such as "Ten-one Hall Service", "Seven Steps at the Counter", "Standard Sales Process for Financial Management Sales", etc., in order to improve the bank's own economic benefits by improving customer satisfaction. The service I am talking about here does not only refer to customer experience services, but also asset allocation services that reflect the bank’s professionalism.

The world's most influential credit rating agency "Standard & Poor's" surveyed 100,000 families around the world whose assets have grown steadily, analyzed and summarized their family financial management methods, and proposed the most scientific and sound methods recognized in the world. method of asset allocation.

These four quadrants are money to be spent, accounting for 10%; money to save life, accounting for 20%; money to make money, accounting for 30%; money to maintain and increase value, accounting for 40% %. We can use the falling interest rates and new asset management regulations as the background, start with the concept of asset allocation in these four quadrants, arouse customer recognition, and then analyze the product structure held by customers based on the four quadrants, and advise customers not to put their eggs in In the same basket, by identifying and filling gaps, we can tailor product portfolio plans for customers and gradually improve asset allocation. In areas where the product structure is lacking, it is recommended that customers transfer funds across banks to improve the asset structure and manage funds reasonably and uniformly.

Case: Customer Ms. Jia has always been a loyal customer of financial manager Xiao Su, and usually purchases bank financial products. After the financial products expired this time, Manager Su invited customers to come to the branch and suggested that customers allocate some of the first funds sold through bank channels. Ms. Jia is still hesitant and worried about the risks. Manager Su combined the new asset regulations and analyzed the market conditions from various aspects, including the continuous decline in financial management income, the gradual net-value of products, and the bank's breakthrough in redemption. Ms. Jia quickly recognized the market situation mentioned by Manager Su.

Manager Su also took out the S&P four-quadrant chart, introduced the concept of asset allocation in detail, and guided customers to gradually change from a single asset management method to a diversified allocation, with both offensive and defensive funds, and the overall income increased accordingly. Finally, Manager Su configured two products for Ms. Jia. The financial management received 80,000 yuan to buy financial management, and another bank transferred 20,000 yuan to buy mixed funds. The customer was willing to invest part of the money to make money after knowing the risks. , to increase overall income.

4. Graded incentives, nine out of ten

Graded incentives are to first set a small goal for new funds for customers, and then reward them after reaching the goal. By continuously increasing the difficulty of the goal and the rewards Efforts will be made to realize the cross-bank pooling of funds. This incentive system needs to be implemented consistently over a long period of time to form its own system and characteristics, which will become a powerful tool for outlets to retain customers and attract new customers.

Manager Yang’s branch has a complete customer incentive system. Every customer who comes to the branch to purchase financial management will have a points file. Existing customers who purchase financial management are registered at the rate of 10,000 yuan x points; if they purchase products with new funds, they are registered at 2X points per 10,000 yuan; when purchasing non-monetary funds, they are registered at 3X points per 10,000 yuan; regular insurance is registered at the rate of 3X points per 10,000 yuan. 4X registration points. At the same time, if the customer's AUM reaches 50,000 yuan and holds 3 cross-products, 50 points will be awarded at one time; if the customer's AUM reaches 500,000 yuan and holds 3 cross-products, 150 points will be awarded at one time; if the customer's AUM reaches 3 million, , a one-time bonus point will be set for those who reach 6 million. Points correspond to gifts that can be collected. Every time after purchasing a product, Manager Yang will remind the customer how many points you currently have and how many points you have left to exchange for a pot or a barrel of oil. If other banks have funds, you can transfer them together and collect them together to receive a gift. Many customers transfer tens of thousands or hundreds of thousands more each time to achieve their small points goals.

Such a points system is not static. Branch personnel can regularly modify points pricing according to the key assessment indicators of the outlet, and guide customers to allocate key sales products with high points. This can not only increase customer stickiness, but also absorb customer behavior. External deposits also promote the products that outlets focus on selling and the increase in AUM. The two complement each other and form a virtuous cycle.

The above is the cross-bank aggregation method provided by the author. I hope it can help you when a good start is approaching. I wish everyone will achieve their ultimate goal of collecting funds in the good start and have a good start!