陈劲松《一人三户时代的证券客户营销》

陈劲松老师介绍

老师介绍 : AACTP国际注册培训师，实战型营销专家

主讲课程 : 金融产品销售技能训练，一人多账户时代的客户营销，金融行业营销团队的建设与管理，银行金融产品销售技能训练

助理联系电话：13911448898 谷老师

《一人三户时代的证券客户营销》

主讲老师：陈劲松

授课对象

证券公司营销管理人员、营业部投资顾问、客户经理等相关营销人员。

课程时长： 一天（6课时）

课程大纲

一、引言：客户营销的障碍

ü 没有参与感，只在完成任务

ü 对于销售产生的潜在价值的不了解

ü 只知有股票，不知有财富管理

ü 缺乏对证券市场发展的认知

ü 缺乏对自我角色认知和定位

ü 缺乏对销售的应有的信心

ü 缺乏销售技能的专业训练

【本章重点】我们有理由相信，员工不是不会销售，更不是没有能力销售，而是严重缺乏对财富管理概念上的理解，以及对产品销售应有的意识和销售心态。要解决事情就必须先解决心情，故此，本章内容均为打开员工销售的心门所设。只有让员工对销售有了真正的认识和接受，才可能做到接受销售的技巧训练。

二、Top Sales必备的素质

1、自信：建立在专业能力基础上的心态改变

2、专业：营销流程的实战运用

3、能力：开发金融客户

三、营销思维导图概述

1、思维导图：精确营销的关键词

ü 证券业销售什么？（可提供目前正在销售或者将要销售的权益类产品，老师将根据公司提供的产品作为课程的案例）

ü 证券业销售的新旧模式分析

ü 证券业销售的理念

四、营销的核心技能

1、开发你的金矿--客户开拓

ü 存量客户开发带来的价值与困扰

ü 改变客户理财观念就是新客户的开发

ü 巨大的潜在市场需要去进一步拓展

【案例分析】分析现在市场客户的真正在哪里，如何去有目标地找到自己的客户。

【现场研讨】“韭菜地”真的被割完了吗？客户在哪里？

2、客户信任度和信心的建立—接触面谈

ü 销售经典法则之AIDA法则

ü 接触面谈要领——建立起良好的第一印象

ü 接触面谈的步骤

3、客户的特征认识和问题探寻

1) 目标客户的显性特征和隐性特征

à 何谓显性特征

à 何谓隐性特征

à 客户特征辨别的方式及实际运用

【课堂研讨及演练】根据公司提供的金融产品选择目标客户、客户特性分析

2) 如何将隐性特征显性化

à 寻找客户咨询或抱怨的问题

à 客户的行为特征

à 系统的有逻辑的结构性问题提问

3) 有效探寻客户需求的问题类型：

à 情况型问题—客户投资现状问题

à 问题型问题—客户目前投资出现的问题

à 影响型问题—目前投资现状不解决，对客户生活所造成的影响

à 解决型问题—相关产品（解决方案）

【课堂研讨及演练】客户需求问题类型的研讨总结

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

上一篇：陈劲松《银行客户关系的建立与维护》

下一篇：陈劲松《证券培训之银行渠道管理的实战训练》

咨询电话

咨询电话：

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申请流程：

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陈劲松老师课程大纲

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陈劲松老师介绍