浅谈如何进行柜面营销
中国山东网青岛7月26日讯柜台是浅谈银行与客户面对面沟通和交流的方寸之地,银行的何进一线工作人员是客户了解银行的窗口,代表的行柜销是整个银行的形象。作为一名综合柜员,面营除了每天日常的浅谈会计工作以外,做好柜面营销工作,何进更是行柜销一个柜员能力的体现。柜面销售是面营银行营销中一种最常见的营销手段,就是浅谈利用柜员在为客户办理业务的同时,把客户可能需要的何进其他金融产品推销给客户,或者将其引导至对应条线的行柜销客户经理处进行更深一层的营销。此外,面营我们交通银行还推出了交叉销售这项服务,浅谈目的何进是向持有我行信用卡的客户推销办理我行借记卡,向持有我行借记卡的行柜销客户推销办理我行信用卡。通过交叉销售,我行的借记卡和信用卡的市场占有率会越来越高,从而进一步推动交通银行的发展。
那么,柜员应该如何做好柜面销售,最大限度地满足顾客的需求、培养顾客的忠诚度,取得与同行业竞争的优势呢?
首先,我们需要通过学习和培训,掌握所营销的产品的特点,物色适合该产品的客户群,向目标客户作出推介。因为只有熟练产品特点,在面对客户的咨询时,才能做到应答自如,才能体现柜员的专业性。而只有专业,营销才更有力度。一个产品的价值是看有多少人使用,再好的产品,如果无人问津,也只能是废品。
其次,在柜面营销的过程中,经常出现的两种状况是:第一,不敢开口,白白错过机会。第二,见人就问,生怕错过机会。不敢开口,客户永远都不知道银行有什么新产品,有什么适合他/她本人的产品。而盲目开口,势必影响柜面业务的办理速度,并且被询问多了也会使客户反感,这便需要柜员寻找合适的机会,掌握营销的度。比如大额存单和天添利D款产品,二者之间有明显的区别。大额存单产品需要客户资金在20万以上,适合于喜欢存定期的客户,这种产品不但稳健,利率还要高于一般的定期存单利率。而天添利产品第一次购买只要达到5万便可,利率较高,如果急用钱时也很方便快捷,对于需要资金周转的客户而言,无疑是最适合他们的选择。举个例子来说,甲客户资金使用比较宽松,乙客户资金使用比较频繁,刚开始都推荐办理大额存单,但甲很快接受,乙开始出现厌烦的情绪。进一步了解后才知道乙客户的事业属于发展初期,资金随时都要周转,这时候再一味向其推荐大额存单是不可取的,我们可以推荐其办理天添利D款产品,设身处地的为客户着想。这样类似的做法,不但能提高客户对我行的印象,也可以达到一传十、十传百的功效。
作为一名综合柜员,在位客户办理业务的过程中,要保持微笑,真诚待人。还应利用空闲时间,多学习了解各种产品,准确地分析客户需求,以“真诚、专业、快捷”的高质量服务为切入点,才能赢得客户信任、取得柜面营销的成功!
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