Three highlights of bank marketing experience sharing

Work experience is very valuable, especially in bank marketing. The following is a collection of "Three Experiences Sharing in Banking Marketing" compiled by me for your reference only. Welcome to reading.

Chapter 1: Highlights of Bank Marketing Experience Sharing I have worked in xx Bank for many years. I have worked as a senior teller at the front desk outlet and have contacted a large number of customers. My marketing experience is not mature at all. I summed up some marketing skills myself.

First, the depth of products should be understood and the marketing attitude should be sincere.

Marketing guru philip kotler once said: Third-rate marketing sells products, second-rate marketing sells services, and first-rate marketing sells itself. When marketing our products to customers, you must first be familiar with our products and not confuse customers. Remember that it is very difficult to establish a trust relationship with customers without a little knowledge of the product. Originally, customers were already interested in the product, because they could not explain the product thoroughly, and their first reaction was to doubt you. It is useless for you to emphasize the benefits of products blindly. But once this trust relationship is established, even if you sell him a stone for the price of a diamond, he will gladly accept it. Secondly, when communicating with customers, we must be sincere, put ourselves in the customer's shoes, think with the customer's thinking, highlight the benefits that online banking, mobile banking and SMS banking can bring, list the charging standards in detail and accurately, and compare them with other business channels, so that customers can feel that you are really thinking about him, and then they will feel dependent on you. When I first arrived at CCB, my clients didn't know me. Even if my window is empty and my colleague's window is busy, my clients would rather wait in line than talk to me about business. I was depressed at that time. Later, through my unremitting efforts, I experienced a lot, and many customers felt that I was also good, running business quickly and knowing a lot. My client and I embarked on a road from trying to contact, to building trust, to gradually deepening trust, and finally to complete trust. It may take a dozen or twenty contacts to gain trust, it may take months or even longer, but it may only take five minutes to destroy it. So I cherish the trust of customers as much as I cherish my own eyes.

Second, be accurate in your vision and judgment.

After working at the front desk for a long time, I have contacted many kinds of customers, so I need to classify customers and roughly judge their general needs. After communicating with customers, I need to quickly and accurately identify the real needs of customers and carry out targeted marketing. For example, for elderly customers to open cards, it is recommended to use online banking and SMS banking, especially for parents with foreign college students. These two electronic products are easy to operate, convenient and fast. Young white-collar workers and students prefer mobile banking and online banking. They have quick thinking, quick reaction and quick acceptance of new things. Online shopping and game recharge are marketing highlights, especially the mobile phone transfer fee 10%, which has a high success rate. Customers who come to the outlet to handle traffic fines or consult customers who pay various fees are recommended to use online banking. When I met a stubborn customer, I contacted him with the telephone bank to pay the phone bill. I've tried many times and basically succeeded.

Third, be diligent in hand, mouth and heart.

The marketing of front desk teller is different from other positions, and there is no fixed customer resources. Customers are fleeting. You talked for a long time today, but you couldn't do it. It is possible that you will place an order at other outlets next time. You lost a valuable opportunity to contribute intermediary business income to this outlet. But don't be discouraged. At least you seduced your customers and left a deep impression on them. Next time, you will have a better grasp of marketing in front of him. The next time you see him, you can't control your mouth, because you are unreasonable once. In face-to-face marketing with customers, you should not only be agile and diligent, but also watch people eat food and talk. What impressed me most in this process was that I summed up six common problems of customers:

1, no charge;

2. What are the special functions?

3. Whether it is safe;

I already have several banks' online banking, so there is no need to do it.

5, the procedure is troublesome, I am in a hurry;

So before you speak, you must be prepared for these questions. Rest assured, the quality of the product is all in our mouth. In all these problems, we will take the restriction as the reason for the customer's refusal and talk more about the highlights. The topic that customers don't like passes by, but we can't help but say it. We should try our best to make customers feel the characteristics of e-banking naturally. Subjectively, you can't be lazy, you can't be afraid of difficulties, you are not active in thought, you are lagging behind in action, you can't talk for a long time, you can handle business mechanically every day, and you can't market.

As a new employee of xxx Credit Union, I am very honored to attend the first training course for new employees held by xx Rural Cooperative Association (cooperative bank) in xx College. This new employee training lasts xx days, and semi-military management is implemented. You can't go out during training. The daily management of student training is authorized by the instructor and the class teacher. For this training, I have the following experience:

A journey of a thousand miles begins with a single step.

"Hemu was born in a milli; Nine-story platform, starting with tired soil; A journey of a thousand miles begins with a single step. " The journey of a thousand miles starts with one step. From the current international and domestic financial situation and the professional etiquette of new bankers to Basic Finance I, Basic Finance II, Commercial Banking, Accounting Principles, Basic Accounting for Banks, Bank Payment and Settlement, and Professional Training for New Bankers-Professional Documents and Business Etiquette, the courses are rich, compact and colorful. We use these most common but practical keys to open this door, step into a new financial world and enjoy the infinite scenery of finance.

Second, the sky is healthy, and the gentleman is constantly striving for self-improvement.

"Stand at attention, be at ease, turn right ..." Under the guidance of the instructor, 90 students from various societies in xx learned the spirit of never giving up, never giving up, never giving up and constantly striving for self-improvement. A strict schedule has been set for this training, with 12 days of training, morning exercises at 6: 30, classes at 13: 30 in the afternoon, classes at 19: 00 in the evening and bedtime at 22: 00. However, during the training period, no one was late and left early, and the class was very orderly, and no one cut in line. Military training can cultivate our strong will and tenacious perseverance. When we face the cold wind and listen to the instructor's lectures, we can best cultivate people's will and tenacious perseverance. A person's life will eventually experience many difficulties and setbacks, and sometimes even inhuman hardships. Whether we can tide over the difficulties depends on whether we have strong will and tenacious perseverance, and whether we have the quality of hard work.

Third, without him, only hands are familiar.

I was amazed by the superb skills of Mr. Shao who watched the Training of Counting Skills. It turns out that money can be touched like this. I saw that she skillfully fixed the banknotes with the fingers of her left hand, and the fingers of her right hand flew around like flies, four at a time, which made people stunned. In class, I did the same thing, but after doing it for more than ten times, my hands were slightly sore. When asked about Mr. Shao's skills in counting money and teaching skills and experience, Mr. Shao looked at my four-index money method and said, your fingering has always been correct. I asked, what's the shortcut if you dial so fast? Teacher Shao smiled and said, "Practice makes perfect." What is even more intriguing is to hear a master attribute his success to "no one else, only his own hands are familiar with him".

Fourth, give someone a rose and leave a lingering fragrance in your hand.

In this training, as the leader of the nine-member group of xxx Associated Press and the leader of the third group of the class committee, I insist on calling xxx students' dormitory and each member's dormitory of the third group 15 minutes in advance every morning and when I get up from my nap. Because I have learned some basic knowledge of financial accounting before, I can quickly understand what the teacher said in class. In the evening self-study group discussion, I explain the problems to those students who don't know much, and take the initiative to care. Although this will take up part of my study time, I feel indescribable pride and joy when other students praise how United the team of our xxx Associated Press is and when the service of the third group leader is in place. Being kind to others means being kind to yourself, sharing your happiness with others, and you will get the opportunity to share others' happiness, because happiness means: giving someone a rose and leaving a lingering fragrance in your hand.

Training life is over, knowledge is only a solid foundation, and there is still a long way to go in practice, but he left us with heavy wealth and endless memories.

Chapter III: Highlights of Bank Marketing Experience Sharing Through this training, I have a new understanding of the position of account manager. The customer manager system is a modern financial management mode that changes the previous service mode of banks, is market-oriented, customer-centered, provides customers with all-round financial services from the customer's needs, and maximizes customer value and the bank's own benefits. Account managers play an important role in communication, market research and customer center services. We should seriously study the methods and skills of customer management, use modern means to change ourselves first, so as to achieve the purpose of changing customers, thus occupying the market and customers as soon as possible, and achieving win-win or even win-win.

Therefore, we should focus on the following aspects in the future:

1, adapt to work changes as soon as possible.

The first is proficiency in business skills. This is the key. If you are not familiar with business knowledge, you can't talk about any service and marketing, let alone customer development. Followed by marketing skills. In the position of account manager, it is not only quality service, but also a kind of marketing. We face many kinds of customers every day. We should be good at extensive communication and exchange with them, gain insight into customers' ideas and provide them with satisfactory services. "The relationship between the account manager and the customer is not only a business relationship, but also a human relationship; The service of the account manager should be creative and walk in front of the customer. " Then under the guidance of this concept, through the study of business and the accurate grasp of market conditions, we can provide reasonable suggestions to customers. Instead of staying in the "rice public relations" with customers. Customer relationship marketing transcends business philosophy and embodies a new marketing culture. In essence, it embodies the recognition of the concept of "customer-centered", rather than the superiority of "self-centered", which remains in the bones. It should truly reflect the humanistic care of banks for customers and the love of bank-enterprise relations. This kind of marketing is based on the present and focuses on the future. Being kind to customers means being kind to yourself; Enhancing customer value means enhancing self-value.

2. Actively market and tap customer resources.

Establish the consciousness of active marketing, development, market and service, go deep into market and enterprise investigation and study, adjust business ideas in time according to local economic characteristics, formulate customer marketing strategies suitable for local economic characteristics, find out in time, actively cultivate high-quality customers and loan projects, and actively explore the credit market.

Actively explore, choose to cultivate and support effective credit demand, actively explore credit varieties that adapt to the characteristics of small and medium-sized enterprises and local economies, expand the field of credit supply, and strive to improve the safety, liquidity and profitability of capital use to achieve its own development and growth.

3. Strengthen the maintenance of customer relationship.

Customer classification management is the main content of account manager's customer management. According to the principle of matching input and output, different management strategies are implemented for different customers and targeted. The competition in today's financial market is particularly fierce, and the existence of various uncertain factors requires us to continuously strengthen contact with customers and establish deep feelings with them. Only in this way can we ensure the vigorous vitality of marketing work. Our career will develop.