[China Glass Network] Telephone marketing generally refers to the use of advanced telephone and information systems, plus sales staff's marketing and service skills, to maintain close contact with the company's existing and potential customers, plus service and sales to increase production value for enterprises . In Europe and the United States, Hong Kong, Macao, Taiwan and other countries with developed credit cards, telephone marketing has become an important means of credit card issuance and customer relationship management (CRM). Although the telephone marketing credit card of our bank has just started, it has shown a good development trend. It is an effective channel for our bank to seize the domestic credit card market as soon as possible.
1. Telephone marketing credit card has the characteristics of low cost, low risk and high success rate, and has low requirements for marketing conditions.
At present, in some large and medium-sized cities in China, the competition in the credit card market is becoming increasingly fierce. To achieve the leading edge, we must minimize the cost and achieve the mass production of sporadic businesses.
1. Telephone marketing credit cards are one of the lower cost sales models. Traditional credit card marketing methods are inseparable from advertising and one-to-one marketing of account managers, which require a lot of cost and it is difficult to batch. The initial telemarketing was small because there was no need to add any additional equipment, as long as the printing and mailing costs, telephone charges and the labor costs of the marketing staff were paid.
2. The target customer of the telephone marketing credit card is clear, the marketing plan is targeted, and the success rate is higher than the strange visit and the outsourcing card. Ordinary marketing activities directly face the entire society, so it is impossible for a specific customer to have a more comprehensive and profound understanding, and generally can only make a rough analysis of the target customer group. As a kind of database marketing, telephone marketing is a very targeted marketing method. Firstly, the target customer has become a specific target. Secondly, through the analysis and research of customer data, it can be more comprehensive and Accurate customer characteristics, the overall marketing strategy and specific implementation plan based on customer preferences are of course targeted and easily accepted by customers, and the success rate of marketing is also higher.
3. The pre-analysis of customer data before the telephone marketing credit card realizes the credit risk advancement, reduces the risk and reduces the cost of marketing. Since telephone marketing pays attention to prior preparation work, the process of screening customer lists can be regarded as pre-requisition. For customers who have had bad records or have no current income, they can be removed from the list in advance, which reduces the risk. Possibilities also avoid unnecessary cost inputs.
In addition, telephone marketing credit cards are not subject to geographical restrictions and can be used for marketing activities around the clock.
Second, the use of telephone cross-marketing credit card is in line with the actual situation of the Bank, which is conducive to enhancing customer loyalty
Regardless of the industry, one of the prerequisites for conducting telemarketing is to have a large amount of customer resources. Many foreign companies have established their own databases through the purchase of marketing lists. Some small and medium-sized banks in China have adopted such practices because of the lack of customer resources. Its shortcoming is that it is easy to cause customer's vigilance and resentment, which is not conducive to the development of marketing activities.
As one of the four state-owned commercial banks, the Bank has a wealth of personal financial products, attracting a large number of individual customers, and promoting the cross-marketing credit card is fully qualified. Taking personal housing loans as an example, at the end of November 2003, the Bank’s self-operated personal housing loans totaled 3.979 million, and there were 2.394 million balances. These customers enter our field of vision through housing loans, and their professional status, income level, credit status and other information can be a strong basis for issuing credit cards. In addition, our bank's savings client resources are also very rich, including many high-end people, but also can be the target customers of telephone marketing credit cards. At the same time, the telephone marketing credit card is still an opportunity to communicate with customers, not only to close the distance between our bank and customers, to establish a good corporate image, but also to enhance customer loyalty and to our customers while meeting customer needs. contribution.
Third, telephone marketing personnel selection conditions and main training content
In addition to the customer database, the modern telemarketing department also includes components such as telephone system, information technology, personnel and management. The key elements of these five elements are marketing personnel. Specialized telemarketing centers often invest tens of millions of dollars in equipment and telephone technology. The average unit cost of a seat is tens of thousands of yuan, but the hard equipment is operated later, and the customer directly makes sounds. The contact is still "people." Therefore, it is especially important to do a good job in telephone marketing, selecting and training marketing personnel.
(1) Basic conditions for selecting telephone marketing personnel. Although the planners designed a more targeted plan before marketing, but because the popularity of credit cards in China is still low, marketing is often rejected. Therefore, telephone marketing personnel must be cheerful, friendly, and courageous to face customers. Opposing opinions and controlling their emotions well, and having clear expression skills and listening skills, and not being disgusted with long-term conversations with customers by telephone.
(2) Marketing personnel should receive professional training and guidance. First of all, telemarketers need to be well prepared, keep an optimistic attitude every day, cherish every marketing opportunity, and adjust their mentality in a timely manner even if they refuse. Secondly, they must be enthusiastic and confident in our credit card and service. Keep the mentality of helping potential customers solve problems, not just the mentality of "selling on the line"; third, learning to listen to people and telling customers that they want to hear, not to say what you want to say.
(3) Basic telephone etiquette that marketing personnel should master. When the phone rings, it should develop the habit of answering immediately. When speaking, the articulation is clear, the pronunciation is correct, the speech speed is moderate, the volume is appropriate; the mood is happy every day, the voice is always calm and full of smiles, let the customers feel your enthusiasm and Smile; concentrate on listening, don't call while eating or drinking, or even greet people passing by; can accurately express the focus of marketing, simple and powerful words, try to use simple sentences; always have a notebook next to the phone, in preparation for Accurately record; if you agree with the customer to dial the time, be sure to keep the contract on time; before hanging up the phone, be happy to bless the other party or say goodbye, wait for the other party to hang up the phone and then hang up.
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