方远《乡村振兴——扎根三农“存贷一体化”创新开拓》

乡村振兴——扎根三农“存贷一体化”创新开拓

主讲老师：方远

课程简介
扎根三农，推进城镇化发展、助力乡村振兴、服务实体经济，做大做强绿色信贷的全方位金融服务，是践行普惠金融的根本。服务三农旨在以本地金融主体机构为载体，延伸差异化服务策略。在经济新常态的趋势下，三农经济将是当前中国的下一波经济发展重心。
由于三农、小微企业自身因素，导致“融资难”、“融资贵”的现象一直以来很难得到缓解。国家工作会议、中国银保监会多次明确指出：扶持三农、扶持小微实体，是我国普惠金融服务的重点工作，银行如何落实三农、小微企业金融服务，实现向质量、效率、动力的可持续性变革，将是银行工作中的重中之重。本课程深刻把握三农客户、小微业务的发展规律，顺应客户经营趋势，建立场景化需求供给，从理念、营销、渠道、服务、风险管理等多方面立体化打造，最终实现小微普惠金融与乡村振兴“双轮驱动”的可持续发展目标。

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：银行中高层、支行行长、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：
●提升三农客群营销认知，激发学习热情和工作干劲
●通过剖析市场环境，提出针对性的战略布局
●传授存贷营销话术，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，解决拓客与异议难问题
●通过多维度着力点，解决深度推进难的问题
●通过实战案例分享，提升外拓客户不佳问题
●一系列营销工具包，提升客户经理工作效率

课程大纲
一、乡村振兴战略方针与新机遇
前沿思考导入：乡村振兴，振兴什么？
1、乡村振兴方针与“一号文”解读
2、战略背景下带来的三农金融新机遇

乡村振兴需解决哪些难题
乡村振兴会带来的三农新机遇

3、三农重点客群的开拓路径的剖析

二、农村、城镇金融市场转型势在必行与思考
1、农村市场金融环境整体突出情况
2、三农客户群体的消费心理分析

节日消费支出较突出
存款、贷款、理财业务……

3、银行竞争营销的必然性与深度思考

三、扎根三农之“金融战略”布局
头脑风暴：号角已响，银行机构需如何应对...
1、酒香也怕巷子深…
2、如何搭建普惠金融服务体系
3、如何匹配适合的涉农金融产品
4、营销策略已需要新的思路
鸡蛋和鸭蛋都是蛋，为什么大家都吃鸡蛋？

四、七大重点客群与投融资业务的结合模式
1、金融服务，助力三农的六种主流模式剖析（产业链...）
2、龙头种养植类：特点、需求分析、营销策略
3、个体农场户：特点、需求分析、营销策略
4、个体工商户：特点、需求分析、营销策略
5、返乡磊客群：特点、需求分析、营销策略
6、留守类等客群：特点、需求分析、营销策略
8、………
实战案例分享：重点客群价值贡献度与实战营销案例解析

五、聚焦存量，最具可控力
1、认识网点存量客户

客户分层逻辑及维护策略

3、厅堂营销致胜关键与实施策略

六、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

【工具分享与练习：存款九大策略营销话术】

七、走进三农客户，实战营销技能提升
1、客户群体开拓前需解决的问题

拜访应该从何谈起
如何让客户接纳你

【工具分享：预设客户问题话术】

如何挖掘需求、呈现我们的产品

如何打开“心门”
巧妙拉近客户距离三步曲
挖掘需求有“招法”
激发需求、展示产品要“擅长”

实战案例分享：有钱的客户，真不需要贷款吗？

敏锐的家常聊法
智慧的问诊聊法
纠偏的引导聊法

3、三农客户疑议梳理与处理方法
小组讨论：营销实践中常见疑议

理财收益高不高(疑议处理与话术)
贷款利率偏高(疑议处理与话术)
我现在不急用款(疑议处理与话术)
我需考虑考虑(疑议处理与话术)

【工具分享与演练：疑议处理话术演练、固化模板】

八、乡村振兴之“金融服务”深度推进策略
1、主动出击，寻求政府支持

高位思维
项目信息获取渠道
银政合作之步步为赢工具

深入基层，积极联合村委践行

积极推进的践行领域与策略
整村授信与乡村信用工程建设
联合村委践行的“五步走
积极践行的关键点

3、银行扎实推进与精细化过程管理

银行扎实推进的着力点
网点扎实推进的过程管理
网点扎实推进的工具分享
氛围打造，保持可持续力

九、三农、小微信贷风险防控策略
1、现场调查资料内容的核实
2、透过内容与分析，交叉效检
3、贷后逾期客户常见招式
4、三农信贷客户信用分析贷前思维

敏锐的侦探思维
选客、管客的双管齐下
保质量扎口袋

总结：互动交流、答疑解惑、课程复盘
1、练好话术、用好工具

答疑解惑、详尽点评

3、课程回顾与提炼总结

配套工具、配话术，助产能
实战工具1：营销面谈工具---助识别
实战工具2：营销拜访工具---助营销
实战工具3：贷前分析工具---助效能
实战话术1：三农客户营销提问话术
实战话术2：赞美主题与话术大全
实战话术3：客户异议处理话术模版
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_kcmod` WHERE `title` LIKE '%大健康%' ORDER BY updatetime desc LIMIT 5; [ RunTime:0.000380s ]
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SELECT * FROM `hsgl_888_2022`.`hsgl_shizi` WHERE `id`='1289' AND `status`=99 ORDER BY updatetime desc LIMIT 1; [ RunTime:0.000248s ]
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SELECT * FROM `hsgl_888_2022`.`hsgl_shizi` WHERE (`keywords` LIKE '%%')and catid<>31 ORDER BY updatetime asc LIMIT 9; [ RunTime:0.002665s ]

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