对公客户经理“Elite Force”营销精英打造项目
Program Objectives:
1、Develop a professional, high-quality corporate relationship manager team with exceptional capabilities and outstanding performance under the new normal;
2、Analyze and screen existing customer resources, effectively implement the "Three-One" customer assignment plan for corporate clients, and develop strategies and action plans for long-term maintenance and relationship deepening of premium customers;
3、Master the essence and techniques of corporate-retail linkage and cross-selling, and establish a tiered marketing and maintenance model for important enterprise customers through corporate-retail linkage;
4、Map the 1.5-kilometer radius corporate business ecosystem, analyze relevant information about target markets including enterprises, communities, markets, and office buildings within the area, actively conduct external marketing activities targeting enterprises, communities, and professional markets, launch new customer acquisition models for branches, and drive overall productivity improvement across various business indicators including corporate business, credit business, and retail business;
5、Master the operational processes and methodologies for external marketing and financial planning salons, including target customer analysis and selection, strategy development, product portfolio solutions, on-site execution essentials, results analysis, summary, and follow-up marketing plans.
Introduction of Three Core Concepts:
• Introduction of Integrated Marketing Concept
---Corporate-Retail Linkage (Corporate-retail business linkage for enterprise customers)
---Cross-Selling (Cross-selling of corporate-retail credit business and retail business)
---Position Coordination (Customer referral and marketing across all positions)
• Introduction of Marketing Management Concept
---One Board: Performance Board
---Two Meetings: Morning Meeting and Evening Meeting Management
---Three Follow-ups: Target Planning, Process Management, and Effective Motivation
• Introduction of Customer Maintenance and Acquisition Methods
---"Three-One" Customer Assignment Plan
---Existing Customer Management and Relationship Deepening
---Analysis of customer acquisition channels including external marketing targeting enterprises, communities, and professional markets, and development of continuous acquisition and targeted maintenance strategies
Core Model: Tiered Maintenance and Marketing Model for Corporate Enterprise Customers
Centralized Training Content:
I. Integrated Marketing Concepts and Basic Skills
1. Role Recognition of Excellent Relationship Managers
Case Study: The Professional Demeanor of Relationship Managers
l Business Coordination Role
l Business Advisory Role
l Business Alliance Role
2. Cross-Selling Techniques and Cross-Line Cross-Selling Concepts
l Concept of Cross-Selling and Three Major Benefits
l Key Points and Case Analysis of Individual Customer Cross-Selling
l Key Points and Case Analysis of Cross-Line Cross-Selling
3. Establishment of Corporate-Retail Linkage Marketing Model and Practical Skills
l Basic Structure of Corporate-Retail Linkage Marketing Model
l Tiered Maintenance and Marketing Model for Corporate Customers
l Case Analysis of Successful Corporate-Retail Linkage Marketing
II. Channels and Methodologies for External Marketing Customer Acquisition
1. How to Identify and Approach New Target Customers
l Door-to-Door Identification Method
l Data Review Method
l Chain Referral Method
l Intermediary Introduction Method
2. How to Organize and Conduct External Customer Acquisition Marketing Activities
l Core Objectives of External Marketing Customer Acquisition
l Organizational Process of External Marketing Customer Acquisition Activities
l Excellent Case Presentation: External Customer Acquisition Targeting Professional Markets, Wholesale Markets, Business Districts, etc.
l Five-Step Process Analysis of Community Marketing
l Methods and Recommendations for Deepening Business District Customer Relationships
3. How to Professionally Conduct Branch Financial Planning Salons and Seminars
l Key Elements of Financial Planning Salon Organization
l Organizational Process of Salon Activities
l Excellent Case Presentation
l Salon Theme and Product Marketing Portfolio Design
l Methods and Examples of Salon Invitations
l On-Site Customer Interaction and Facilitation at Salons
l Personalized Salon Creative Sandbox Exercise
III. Customer Relationship Maintenance Methods and Content
1、‘三个一’客户认领计划
l Content of the "Three-One" Customer Assignment Plan
l Scripts for "Three-One" Customer Assignment
2. Daily Customer Relationship Maintenance Methods and Content
l Analysis of Sensitive Indicators in Customer Data and Maintenance Strategies
l Design of Daily Customer Maintenance Methods and Content
3. Phone and WeChat Customer Maintenance Skills and Scripts
l Phone Maintenance Skills and Scripts
l WeChat Maintenance Methods and Scripts
4. Performance Management for Relationship Managers
l Two Forms of Performance Management for Relationship Managers
l 客户经理‘5-20-30-1’日常客户联络计划
l Effective Use of Sales Tools
l Maintenance Case Studies and Script Presentation
On-Site Coaching: 5 Days and 5 Evenings:
Day 1 - Evening 1:
---Daytime: Coach corporate relationship manager supervisors on team culture building, marketing management, performance management, etc., communicate preparation work for external marketing and salon marketing projects, and assist in completing external marketing planning proposals
---Evening: Centralized mobilization of coached branches, team formation, announcement of competition system and reward incentives
Day 2 - Evening 2:
---Daytime: Follow external marketing and salon marketing teams for on-site coaching and customer relationship maintenance
---Evening: Activity summary, performance analysis, and follow-up maintenance plan discussion
Day 3 - Evening 3:
---Daytime: Follow external marketing and salon marketing teams for on-site coaching and customer relationship maintenance
---Evening: Activity summary, performance analysis, and follow-up maintenance plan discussion
Day 4 - Evening 4:
---Daytime: Follow external marketing and salon marketing teams for on-site coaching and customer relationship maintenance
---Evening: Activity summary, performance analysis, and follow-up maintenance plan discussion
Day 5 - Evening 5:
---Daytime: Follow external marketing and salon marketing teams for on-site coaching and customer relationship maintenance
---Evening: Activity summary, performance analysis, and follow-up maintenance plan discussion
---Project Team Report Summary and Competition Awards Ceremony
Project Deliverables and Tools:
• "External Marketing Operations Practical Manual" and Series of Forms
• "Financial Planning Salon Operations Practical Manual" and Series of Forms
• ‘"Three-One" Customer Assignment Plan’实用话术集
• Product Marketing Practical Script Collection