Fund Marketing —— Five Steps of Fund Product Selection and Marketing

Fund Marketing-Five Steps Course Background: As an account manager, are you often "trapped by the foundation": ● I just want to raise savings and sell wealth management. I dare not buy a fund of 654.38+ million. How dare I sell a fund of 654.38+ million? ● How long have you been afraid to take the initiative to contact customers after the market correction? ● Is it possible to revitalize locked customers? ● I try to analyze funds for clients. As a result, my client switched to other platforms and made wedding dresses for others? The fund has a mountain of tasks. Who are the sales targets? In view of the pain points of new retail banks in fund sales, this course focuses on helping students systematically sort out the basic knowledge and investment concepts of funds, helping students improve their fund marketing skills and helping them grow in all directions. Course benefits: ● Understand the general situation and trend of fund sales, and improve the account manager's understanding of funds; ● Understand the misunderstanding of fund sales and improve the fund sales skills with the right medicine; ● Master the method of fund selection and learn to handle objections in time; ● Learn to screen target customers and use sales rules such as SPIN and FABE for precise marketing; ● Learn the skills of fund fixed investment and master the process of after-sales service for fund customers. Course duration: 2 days, 6 hours/day. Course target: branch head, hall director, financial manager, etc. Course mode: theoretical explanation+case analysis+discussion+exercise course outline lecture 1: understanding the development of funds-fund industry: why are funds frequently searched? 1. Discussion on the global development history of fund industry: European and American national funds II. China Fund Development 65,438+0. Domestic fund development-scale 65,438+00 times 2. Banks, fund companies and brokerage funds compete for hegemony 1) Omni-channel fund sales scale-the largest bank sales fund 2) fund sales organization TOP10-banks are the mainstream of fund sales 3) bank fund sales TOP10-there is a big gap in sales ability between banks, and the head effect is obvious 3. Five types of funds 1. Bond fund. Index fund. Stock. ETF fund 5. Commodity fund discussion: the ratio of return/withdrawal of bond funds is beyond your imagination 4. Discussion on the weight of commercial pension in the fund: will everyone's pension be in the fund in the future? 1. Investment target of commercial pension. The influence of commercial pension on the secondary market. The influence of commercial pension on insurance annuity. The fund can achieve a win-win situation among banks, customers and wealth management managers (the three parties win) 1. For banks, 1) is an important source of intermediary business income 2) is an important carrier of asset allocation 2. For customers, 1) Meet the diversified investment needs of customers 2) The most important investment products for future customers 3. For financial managers, 1) is an important tool to improve income 2) enhance customer stickiness 3. Compared with other financial investments, the Fund 1. Professional management, risk diversification. Variety, diversified investment. The redemption application is flexible, convenient and fast-the fund is the only risk-oriented product that can bring positive returns to ordinary investors. Three misunderstandings of financial managers on fund sales: Why not sell funds? 1. You can't sell funds when the market is bad. 2. Customers are trapped and afraid to sell funds. 3. Customers are unwilling to buy funds. The second lecture: How to choose a fund: How is the bank's "preferred fund" screened? First, judge the correct economic cycle 1. Economic cycle: recovery, overheating, inflation, recession II. Kitchin cycle, Juglan cycle, Kuznets cycle, Campo cycle tools: Merrill Lynch clock brainstorming: What time does Merrill Lynch clock point to now? 1) Market is good: blue-chip funds and large-cap stock funds 2) Market is poor: bond funds and gold commodity funds 2. Five-step method for fund stock selection Step 1: Check historical performance 1)3 15 Fund performance method 2) Performance industry ranking Step 2: Analyze two data 1) Maximum exit risk. Fund fixed investment 1. Fixed investment smile curve II. Smart fixed investment VS ordinary fixed investment 3. Income from fixed fund investment 1) For financial managers-marketing customers, stable performance and improved service; 2) For customers-spreading risks, many a mickle makes a mickle, easy investment case: Analysis and discussion on the case of fixed fund investment for 30 years. Exercise: Choose a fund that you sell most often and explain why. Lecture 3: consultative selling 1 of the Fund. Fund financing planning process 1. Asset allocation 1) asset allocation pyramid 2) the role of funds in asset allocation 2. KYC knows the customer 1) Two tables define the customer's assets; 2) The financial goals that the customer needs to achieve with funds; 3) The rate of return, risk tolerance and investment cycle required by the customer; 3. Build a fund portfolio 1) active+passive portfolio 2) large+small portfolio 3) old fund+new fund portfolio 4) stock+bond portfolio 5) domestic+overseas portfolio case exercise: 35-year-old couple, investment 1 10,000, expected return 10% portfolio case 2, five major target customers. 1. "Education Foundation"-Fund invests in old customers 2. "Beginners in Basic Education" —— Young and middle-aged white clients 3. Manage customers-small and scattered turning mechanism 4. Managing customers-converting fixed income into equity. Educate children and support the elderly. Exploiting customer demand by revolving sales method: current situation, difficulties, implications, value 4, FABE. Five steps to complete a transaction 1. Listen. Listen carefully. Sharing-empathy 3. Clarification 4. Presentation-explanation 5. Action-take action 6. On handling objections 1. The market is not good now. Last time the fund lost money, I won't buy 3 more. The income is not as high as that of stocks, and I like to speculate in stocks. It is better to deposit. I only recognize deposits and national debt, and don't tell me anything else. 6. I still don't know much about the fund. Let's go back to the group exercise: role-playing between financial managers and customers. Lecture 4: Post-investment service of the fund. 1. Necessity of post-investment service: Fund investment is not achieved overnight. Discussion: What are the advantages of banks compared with Tian Tian Fund Network? Two. Post-investment service content 1. Regular fund diagnosis II. Contact frequency is always more important than content 3. Fund diagnostic analysis 1. Customer analysis: risk attributes and investment objectives II. Fund diagnosis content 1) Basic information 2) Performance return 3) Risk assessment 4) Comprehensive conclusion Case analysis: How to make a health diagnosis of E Fund Blue Chip by combining mobile banking or Internet tools of banks 4. Countermeasure: So are you interested in winning lying down? It fell last year. Can it go up this year? Countermeasures: the historical data of the fund fell by 1 year and rose by 2-3 years. I had nothing before, so I quit. Countermeasures: Risk preference needs to be adjusted. 4. If the fund is trapped, can it be untied? Countermeasures: the fund will vote for a smile curve. I will call you if necessary. Countermeasures: Are there any good products that can be notified to you? 6. I think it's faster to make stocks. Countermeasures: stock trading is fast and losing money is fast. 7. The position is not very good now.