方远《零售业务创新营销与深耕片区》

吸金外拓——零售业务创新营销与深耕片区
主讲老师：方远

课程背景：
银行零售业务在保持高速发展的同时，面临越来越严峻的市场环境。一方面受到利率市场化、金融脱媒、互联网金融等多重因素影响，银行同质化竞争日趋激烈，客户选择余地越来越大，自主投资意识也不断增强。各银行为加快战略转型，寻求新的增长点，开拓更广阔的客户资源，发展零售业务已成为各家银行当下和未来的重要战场。只有以客户为导向的、具备差异化竞争能力和卓越的组织执行力，才能成为中国零售银行业的赢家。
本课程从“新机遇、新趋势、新思维”出发，站在全行视野的高度，根据银行、管理人员、客户经理实际工作，向精细化的客群经营转变。通过“市场变化、聚焦客群、创新策略、提升客户经营能力”等角度，分别巧妙具有实战意义的营销、经营、维护、管理、服务策略，全面提升支行行长、营销团队负责人、客户经理的营销、管理客户能力。

课程特色：实战，100%贴近实际工作；落地，一听就懂，拿来即用；
课程对象：支行行长、网点负责人、团队负责人、业务骨干、客户经理
课程时间：2天，6小时/天
课程方式：讲解、案例、演练、游戏、讨论与发言

课程收益：
●提升零售业务营销认知，激发学习热情和工作干劲
●传授存款营销话术，提高业务的有成效落地
●通过聚焦重点客群，传授针对性的营销策略
●传授拜访客户技巧，提升客户经理营销能力
●差异化触达的方法，提升挖掘客户难的问题
●传授顾问式销售法，解决异议客户难的问题
●通过实战案例分享，提升外拓客户不佳问题
●一系列的实战演练，提升客户经理开拓思维

课程大纲
前沿互动导入：
当下，靠“低利率”就可做好？
当下，靠“高收益”就可做好？
我们银行人潜能到底有多大...，自己是否有被忽视...？

第一讲：零售业务新思考、新趋势
一、银行发展新形势下的三大思考
1、白热化竞争下的网点客户开拓需要新方法
2、客户需求和行为变化下的员工需要新能力
3、互联网金融影响下的银行发展需要新思维
二、银行客户需求的新趋势
1、需求复杂化
2、体验丰富化
3、渠道多样化

第二讲：聚焦客群“存贷一体化”创新开拓
互动讨论：每次客户活动、外拓场面热闹，但效果不佳...
一、零售银行营销中常见问题
1、客群聚焦不到位
2、营销技能不到位
3、活动策划没创意
5、…
二、存款营销核心策略及落地话术
头脑风暴：银行存款营销策略剖析

存款营销策略规划

九大资金来源优先级策略

策略一：柜台一句话营销与堵漏防流
策略二：融资客户结算吸金
策略三：优质服务转介升级
策略四：资产配置能力吸金
策略五...

分组讨论、角色扮演、话术通关大练兵

【工具分享：存款九大策略营销及话术大全】
三、聚焦网点客户，最具可控力
小组讨论：坐在金矿上，如何找金子...
1、认识存量客户“分层、分级”
2、挖掘存量“三联动”
3、有效营销的“姿势”
四、聚焦社区类客群创新营销
1、社区（老年、女性、青年）特点分析
2、社区客户需求的把握
3、营销创新策略
案例分享解析：优秀网点，是如何快乐中获得存款、贷款、客户数...
五、聚焦行业客群创新营销
讨论互动：行业客户开拓中，存在哪些困惑...
1、如何借好行业之门开展营销
2、如何让行业客户认可本行
3、如何让行业协会持续转介客户
案例分享解析：如何用最有效的方式，快速成为“行业明星人物”
六、聚焦商圈客群精耕细作
1、如何有标准的选择优质商圈
2、如何在营销中让客户愿意办理
3、如何在商圈拓展形成持续获客
案例分享：一场商圈客户的某类活动，带来的“存贷”客户...
七、特色（结婚类、返乡务工、三农）客群创新营销
1、客群关键点分析
2、客群痛点把握
3、营销创新策略

第三讲：客群经营之活动创新链接
一、以活动为支点，提升员工自驱力
1、银行视角维度
2、客户视角维度
3、员工视角维度
二、网点活动常见误区
1、客户现场活动误区
2、促销活动方案误区
三、现场客户活动策划创新理念
1、客户愿意来的巧思准备
2、客户愿意留的巧思准备
3、给客户一个选择我的理由
四、现场客户活动策划
1、确定营销活动主题
2、活动前核心要点
3、活动中核心要点
4、活动后核心要点
5、银行营销活动主题分类

第四讲：关系维护、技能提升“稳存量、创裂变”
讨论互动：存量客户那么多，就是没转介...

一、客户为何不转介，又为何走了
1、不转介背后的真实原因
2、丢失背后的真实原因

二、员工营销技能的提升
1“无形”变“有形”

善赞美，惹人爱

3、善观察、抓特征
4、知自己，清对手
5、面抱怨，心不变
6、会巧干，善借力

三、客户邀约从何谈起
1、拜访关键需到位
2、如何让客户接纳
【工具分享：开场白话术提炼】

四、有信任才有基础
1、如何建立“安全门”
2、如何打开“心门”
3、“快速”拉近距离三步曲
【工具分享：赞美主题、技巧、话术大全】

五、客户需求挖掘
1、捕捉客户有“心法”
2、“精准”挖掘有“连招”
3、善于激发、会产品展示

六、存贷客户常见疑议及化解

客户的疑议背后的问题
处理疑议的逻辑“四步曲”
常见异议处理话术梳理

1) 利率偏高(技巧与话术)
2）你们行产品收益太低(技巧与话术)、
3) 我需和其它银行比较下(技巧与话术)
4）...
【工具分享：疑议处理话术与固化模板】

六、学以致用，助实战
1、存款营销场景演练
2、贷款营销场景演练

七、关系维护有效的实施路径
1、如何与客户建立好感
2、建立自己的客户关系库
3、建立深度信任的方法

八、客户裂变之有效方法
1、裂变挖掘的五大路径
2、客户裂变节点的精准把握
总结：互动交流、答疑解惑、课程复盘
注：以上各技巧环节需要进行角色扮演、现场演练、小组讨论等形式授课
结束：现场提问与解答

注：本站文章转载自网络，用于交流学习，如有侵权，请告知，我们将立刻删除。
Email：grlwwf@163.com

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SELECT * FROM `hsgl_888_2022`.`hsgl_shizi` WHERE (`keywords` LIKE '%%')and catid<>31 ORDER BY updatetime asc LIMIT 9; [ RunTime:0.003393s ]

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