台州商行—4客户营销.pptVIP

IPC CMFP高级信贷员培训讲座 2006年6月22日-24日 赢得客户，推销，交流 赢得客户 如何正确地进行 如何培训他人来正确地赢得客户 推销 组织 渠道 交流 客户 支行 赢得客户 I 如何正确地进行 赢得客户的目标? 赢得客户的衡量标准有哪些? 适应客户 信贷员的行为 微贷产品介绍的内容 赢得客户 II 如何培训他人正确地进行 为信贷员准备客户经常提到的问题 在直接推广中指导信贷员，讨论产生的问题 安排进行变换组员的推广活动 收集每次推广活动的反馈并找出问题 促销 I 组织 合理的分派定期推广活动 将赢得的客户分派给相关负责信贷员 积极的组织街道推广计划 在推广文档中记录下客户回应的印象 评估与客户首次接触的记录文件 促销 II 支行渠道 直接推销, 广告传单 针对现有客户的宣传窗口，海报 靠近大量潜在客户的公共场所 用小广告架在室外和室内做宣传 适当的广告牌，向行长报告 交流 I 客户 语言交流的规则 非语言交流的规则 有效的提问技巧 情形 拉客户, 信息 申请 分析 电话 签署合同 交流 II 支行 主动交流, 培训师 – 实习信贷员, 教、提问 讨论案例，接受申请的人员和信贷员 吸收支行知识，行业 支行内部交流 和支行行长的交流 提问和回答 Be clear: do not use unnecessarily long sentences or complicated words Be sincere: mean what you say Be structured: think about what you say before you say it (don’t waste your time or the client’s time by being unstructured) Be a good, i.e. active listener: be sure you understand what the other side wants to say before reacting. Be sure you show that you are listening. Give and receive feedback: (watch for the devil of prejudice and rapid conclusions) Emphasise existing agreement : while tolerating deviating views Prevent misunderstandings: be sure you are understood correctly and understand correctly Look for common ground: common ground is the basis for building more agreement Never allow to be dragged from the factual level: stay objective, do not engage in long-winded pointless discussions Do not leave a communication situation ‘unfinished’: summarise and part on good footing abiding by the rules for a ‘parting ritual’ Attire: Clean, dry and serviceable vs shabby and dirty Formal vs casual Colours and style (usual/unusual) Conservative vs ‘hip’ Etc. Postures: Slouching vs upright Open and closed positions (crossed arms or legs) Frontal or not Same level or different levels (standing vs sitting, etc.) Distance: intimacy or threat Posture as an expression of time for communication Body Movements: Walking to meet one another vs. one party waiting for other without movement Leaping Gestures: Swee