客户需求分析及销售话术

客户需求分析及柜面销售话术银行保险部-1-\\shkg14201\ibdshare$\Structure\Clients\FinancialInstitutions\AsiaFIG\Clients\China\ChinaLife\presentation\RFPJan2002\ReorganizationExamples.ppt-Jan092003-12:26/1客户需求分析提供客户需要的销售客户想要的---知己知彼百战百胜银行保险部-2-\\shkg14201\ibdshare$\Structure\Clients\FinancialInstitutions\AsiaFIG\Clients\China\ChinaLife\presentation\RFPJan2002\ReorganizationExamples.ppt-Jan092003-12:26/2内容提要研究客户需求的意义客户需求分析客户需求的类型及销售话术投资理财需求及相关话术健康保障需求及相关话术养老医疗需求及相关话术子女教育需求及相关话术银行保险部-3-\\shkg14201\ibdshare$\Structure\Clients\FinancialInstitutions\AsiaFIG\Clients\China\ChinaLife\presentation\RFPJan2002\ReorganizationExamples.ppt-Jan092003-12:26/3客户的需求因人而异因时而异因事而异因地而异银行保险部-4-\\shkg14201\ibdshare$\Structure\Clients\FinancialInstitutions\AsiaFIG\Clients\China\ChinaLife\presentation\RFPJan2002\ReorganizationExamples.ppt-Jan092003-12:26/4研究客户需求的意义1、投其所好，予其所需2、知己知彼，百战百胜银行保险部-5-\\shkg14201\ibdshare$\Structure\Clients\FinancialInstitutions\AsiaFIG\Clients\China\ChinaLife\presentation\RFPJan2002\ReorganizationExamples.ppt-Jan092003-12:26/51、接触阶段2、需求分析阶段3、产品说明阶段4、促成阶段5、拒绝处理阶段a、性别b、生命周期c、经济收入d、教育程度按人群特征分析按销售阶段分析银行保险部-6-\\shkg14201\ibdshare$\Structure\Clients\FinancialInstitutions\AsiaFIG\Clients\China\ChinaLife\presentation\RFPJan2002\ReorganizationExamples.ppt-Jan092003-12:26/6性别男人---理性营销女人---感性营销银行保险部-7-\\shkg14201\ibdshare$\Structure\Clients\FinancialInstitutions\AsiaFIG\Clients\China\ChinaLife\presentation\RFPJan2002\ReorganizationExamples.ppt-Jan092003-12:26/7生命周期1、单身贵族的需求2、二人世界的需求3、三口之家的需求4、成熟家庭的需求5、退休生活的需求银行保险部-8-\\shkg14201\ibdshare$\Structure\Clients\FinancialInstitutions\AsiaFIG\Clients\China\ChinaLife\presentation\RFPJan2002\ReorganizationExamples.ppt-Jan092003-12:26/8某公司2001-2006年各年龄段保单件数占比02000400060008000100001200014000160001800005101520253035保单件数89001622012768104124326531占比16.730.52419.68.11.120-2930-3940-4950-5960-6970岁以上抽样调查银行保险部-9-\\shkg14201\ibdshare$\Structure\Clients\FinancialInstitutions\AsiaFIG\Clients\China\ChinaLife\presentation\RFPJan2002\ReorganizationExamples.ppt-Jan092003-12:26/9单身贵族的需求创业阶段勇于进取积极开拓银行保险部-10-\\shkg14201\ibdshare$\Structure\Clients\FinancialInstitutions\AsiaFIG\Clients\China\ChinaLife\presentation\RFPJan2002\ReorganizationExamples.ppt-Jan092003-12:26/10二人世界的需求创业奋斗阶段家庭创收阶段未来规划阶段银行保险部-11-\\shkg14201\ibdshare$\Structure\Clients\FinancialInstitutions\AsiaFIG\Clients\China\ChinaLife\presentation\RFPJan2002\ReorganizationExamples.ppt-Jan092003-12:26/11青年人需求投资性稳健性资金运用特点：富于冒险，积极投资增值青年人理财观念：存、省、投银行保险部-12-\\shkg14201\ibdshare$\Structure\Clients\FinancialInstitutions\AsiaFIG\Clients\China\ChinaLife\presentation\RFPJan2002\ReorganizationExamples.ppt-Jan092003-12:26/12三口之家的需求由责任意识决定自身健康保障子女教育费用投资--快速完成资金的积累银行保险部-13-\\shkg14201\ibdshare$\Structure\Clients\FinancialInstitutions\AsiaFIG\Clients\China\ChinaLife\presentation\RFPJan2002\ReorganizationExamples.ppt-Jan092003-12:26/13成熟家庭的需求有积累，支出多稳健至上无后顾之忧。银行保险部-14-\\shkg14201\ibdshare$\Structure\Clients\FinancialInstitutions\AsiaFIG\Clients\China\ChinaLife\presentation\RFPJan2002\ReorganizationExamples.ppt-Jan092003-12:26/14中年人需求投资性稳健性资金运用特点：资金运用稳健与投资相结合银行保险部-15-\\shkg14201\ibdshare$\Structure\Clients\FinancialInstitutions\AsiaFIG\Clients\China\ChinaLife\presentation\RFPJan2002\ReorganizationExamples.ppt-Jan092003-12:26/15退休生活的需求老有所养老有所依老有所乐银行保险部-16-\\shkg14201\ibdshare$\Structure\Clients\FinancialInstitutions\AsiaFIG\Clients\China\ChinaLife\presentation\RFPJan2002\ReorganizationExamples.ppt-Jan092003-12:26/16老年人的需求投资性稳健性资金运用特点：绝大部分求稳，投资欲望低银行保险部-17-\\shkg14201\ibdshare$\Structure\Clients\FinancialInstitutions\AsiaFIG\Clients\China\ChinaLife\presentation\RFPJan2002\ReorganizationExamples.ppt-Jan092003-12:26/17各取所需合理建议银行保险部-18-\\shkg14201\ibdshare$\Structure\Clients\FinancialInstitutions\AsiaFIG\Clients\China\ChinaLife\presentation\RFPJan2002\ReorganizationExamples.ppt-Jan092003-12:26/18经济收入1、高收入群体2、中等收入群体3、低收入人群银行保险部-19-\\shkg14201\ibdshare$\Structure\Clients\FinancialInstitutions\AsiaFIG\Clients\China\ChinaLife\presentation\RFPJan2002\ReorganizationExamples.ppt-Jan092003-12:26/19高收入者维持高质量生活要求全面保障银行保险部-20-\\shkg14201\ibdshare$\Structure\Clients\FinancialInstitutions\AsiaFIG\Clients\China\ChinaLife\presentation\RFPJan2002\ReorganizationExamples.ppt-Jan092003-12:26/20中等收入者未雨绸缪有计划资金运用银行保险部-21-\\shkg14201\ibdshare$\Structure\Clients\FinancialInstitutions\AsiaFIG\Clients\China\ChinaLife\presentation\RFPJan2002\ReorganizationExamples.ppt-Jan092003-12:26/21低收入者严防事故避免雪上加霜银行保险部-22-\\shkg14201\ibdshare$\Structure\Clients\FinancialInstitutions\AsiaFIG\Clients\China\ChinaLife\presentation\RFPJan2002\ReorganizationExamples.ppt-Jan092003-12:26/22教育程度高等教育程度需求普通教育程度需求银行保险部-23-\\shkg14201\ibdshare$\Structure\Clients\FinancialInstitutions\AsiaFIG\Clients\China\ChinaLife\presentation\RFPJan2002\ReorganizationExamples.ppt-Jan092003-12:26/23高等教育程度思想观念超前关注自身价值追求生活品质银行保险部-24-\\shkg14201\ibdshare$\Structure\Clients\FinancialInstitutions\AsiaFIG\Clients\China\ChinaLife\presentation\RFPJan2002\ReorganizationExamples.ppt-Jan092003-12:26/24普通教育程度稳健投资/储蓄更关注子女教育考虑自身银行保险部-25-\\shkg14201\ibdshare$\Stru