1 thought on “Do not worry about performance and pick customers. How does an investment adviser run 5,000 people?”
Dwayne
If you know three people at the same time and know a little about the stock market, who would you consult?
Want to choose ** teacher? Body, your thoughts are dangerous!
It if you can only choose one person, and you can only ask this person for three years, who will you choose? Is it not tangled, and the answer naturally appeared in my heart?
The answer in the customer’s heart is the direction of the investment advisor, and must also work hard. Because the customer is not with you, he will run to others. So how can it be effectively retaining customers? From the perspective of personal practical experience, it is a way to take the community as the platform and content as the core competitiveness.
Why are the maintenance of customers based on the community
Mou is a social animal, even if a fat house is always holding the news with the mobile phone. Because people are not only afraid of loneliness, they also need a sense of security.
. After moving to a new environment, people will turn around the new environment to familiarize themselves with the terrain to see what is happening. By mastering the first -hand information, let yourself make preparations in advance to reduce the risk of unknown.
It’s Internet society, although the method of obtaining information has changed, the essence is still the same. Users need to continue to obtain information about the development and changes of various events through Volkswagen Media, monitor the surrounding environment, meet their own information needs, and at the same time obtain “talk” to communicate with others.
The perspective of the shareholder
For shareholders, daily work and life has occupied too many people’s energy, and spend too much time to screen from the complicated information source. useful information. As a result, the community came into being.
In authority, most people tend to believe in the official information of professionals. Then the investment consultant of a securities company is a reliable source of information. Looking at the policy and interpretation of investment consulting, you can quickly grasp the core elements in the financial news of the day and save effort.
In interaction, most people usually think that the information provided by the majority is more correct than a few people. Then, when you are uncertain about a financial policy or an industry or an stock, you hope to have a reliable and friendly platform to seek answers from most people. Stock friends belonging to the same securities company are obviously the best candidates for the same and like -minded Taoism.
It in areas that do not know but interest -related, there is a platform. There are professionals who pass the latest information at any time. Some people answer questions at any time. There are official endorsements, and there may be red envelopes from time to time. Do you say it is fragrant?
The viewing perspective
The as an investment advisory, if there is no customer “training” process, it is difficult to pay customers to pay for the value -added business, because customers do not understand the investment advisory There is no sense of trust. Make all customers every day, care about the transaction situation, and answer questions, and the efficiency is too low.
It without high -frequency scenarios, the community is the lowest cost of gathering customers with the lowest cost. Through information transmission in the community, customers can understand investment advisors and establish a sense of trust, and links between investment advisors and customers will gradually increase.
In the process of user operation and transformation, it can not only meet customer needs, but also build its own brand. The work can be one -pair, saving time, effort, efficient, and replication. Please cherish it for such a job!
Is how to maintain the continuous and stable activeness of the customer base
Any relationship requires operation, especially the customer base is the sum of multiple bilateral relations. Investment consultation needs to invest a lot of time costs, continue to do content output in the customer group, and enhance customer stickiness with simple feelings, and be a “project management manager” to maintain the continuous and stable activeness of a customer group.
This groups will experience the rapid increase period of members when newly established, but if there is a lack of effective ways to promote work, no high -quality content stays, users stay for a few days, and they will feel bored. Without value satisfaction, start to choose silence or even retreat, even if the red envelopes cannot retain the target users. As a result, the traffic caused by hardships quickly lost, and the group also entered the recession early.
How to break the game? The investment advisory needs to first clarify its own positioning -the composite talents that integrate translators, user operators, investment consultants, marketing consultants, marketing, and even psychologists. Secondly, formulate a set of user operation processes for the system. Then, persist.
1. It takes a lot of time to “soak” in the group, soak out personal style
Procketing is a typical slow work. It is necessary to activate first and actively create an interactive environment. Do not fight fish for two days for two days, and you can’t participate in the group for a long time, so that the members are self -contained.
fast response, questions must be answered. As an investment advisor, it is necessary to realize online at any time 8: 30-22: 00, no trading day and weekend, and respond to customers as soon as possible. Persist in doing so, more and more positive feedback you get. The more positive feedback, the more confident you will, the more happy you are.
The emotional interaction, friendly interaction. The investment advisor is just a job. He knows a little bit of professional knowledge than ordinary investors, and has more risk awareness. He is willing to share his knowledge to ordinary people. Don’t deliberately shape the image of the “stock god”, and you don’t have to pretend to be “understand everything.” Admitting that you can’t, seem clumsy, but the most sincere. No one will refuse a professional but sincere person.
The proper self -exposure, highlighting people. Today, in online dating, friends in real life may only be happy, but many people are willing to “self -exposure” to strangers. Proper self -exposure, such as not cooking, like photography, etc., conveying a little life and mood to customers, which helps to create a vivid and lively person, rather than the data experts behind the screen.
The importance to every customer. Seeing the problem of each customer and giving interactive feedback, especially when the needs of customer feedback, optimization suggestions or new ideas are accepted, we can praise them in the group. It is recognized in spirit, and found that it is valuable and satisfied with vanity. It is also a motivation for customers to participate in the community.
The red envelope when people are good. When chatting and interacting at non -trading time, you can agree on a small -scale event that is easy to execute, such as encouraging customers who sign new shares to send red envelopes to share good luck, and encourage customers who have caught the daily limit to send red envelopes to share good luck, so that customers have some ” The sense of rituals “and believed that Schimi was more lucky.
2. Setting the customer group threshold, group rules
successfully operating a community, which is a win -win results for two -way selection and two -way review. A certain screening mechanism needs to be set up to block users who do not meet the positioning of the community. The rules of the community should also be announced and adjusted in time, and the rules should be implemented.
The threshold for entering the group: For example, the real -name system review group. Since it is an endorsement of securities firms and investment advisors, the investment advisory has the right to verify the identity and then invite people to enter the group, which is convenient for management, and rest assured that other customers can rest assured. If anyone can come in, the members of the group will have some scruples, or they will soon become zombie groups, or they will fly all over the sky.
Ip operation principles: need to formulate a relaxed group regulations. The community is easy to develop. Some groups are very active all day long. Members are irrigated every day and talk about what they eat and drink, but except for water, the value of the group cannot be seen at all. Some group rules are too strict, and there is no fish to clear the water. You can only talk about stocks during the market, and you can casually free, so that everyone has a rough rule.
The execution rules: When there is irrational communication, it is necessary to deal with it in accordance with group regulations. The same is true for illegal core users. Because the community has a very obvious window -breaking effect (if the adverse phenomenon in the environment is left, it will induce people to imitate and even intensify).
3. Continuous output valuable content
For investment customer bases, high -quality content output is very important. Operations are also valuable to output the output around the positioning of the community to output valuable value The content of related fields, cultivate the sense of identity of group members.
The time of self -preview and review for half an hour every day. As a group owner, the investment advisor collects the channels of content sources in advance before the community is established to understand how to find the content of the required material and reduce the time cost of operation. In addition, if you continue to learn and internalize your own, you can continue to provide useful and easy -to -understand content in your own way for the topic that customers are most concerned about. If the owner cannot maintain his professionalism and centripetal force, then he cannot establish sufficient authority, and then he cannot control the direction of the entire customer group. It is often unsatisfactory to rely on tough group regulations to maintain the order of the group.
Differentiated but stable style positioning. Investors have different risk preferences. Investment can choose the largest convention in accordance with their personal character. Perspective right or wrong is not the most important thing, but to be rational and logical, and there is a method of judging a continuous consistent judgment. On this basis, it has its own “masterpiece” to facilitate later marketing.
In the correct view of investment. Customer -centered is what customers think about and take customer interests as the starting point. But it does not mean that unconditional meets the requirements of customers. The investment advisory is not a waiter, but a brother and sister who study side by side together. On the basis of meeting customer needs, it is more important to guide customers with their own professional knowledge and sincere and friendly attitude and provide agenda settings.
4, sort out the customer structure, cultivate seed users
as long as there are people, there are opinion leaders. In addition to the owners, the core members will build a group foundation. They directly affect the humanistic atmosphere and communication quality of the entire community, so that the entire group will be rejuvenated by various ecology, and each group member will get a sense of value in participation. Therefore, investment advisors must have enough understanding of customers in the community.
The seed users are divided into two types. One is the type of lively and enthusiastic personality. The client group is established for about a week, often irrigating and chatting in the group, responding to the topic of investment advisory as soon as possible, and even actively introducing the group regulations to the new clients.
It is a professional type with rich investment experience. Such customers do not necessarily speak every day, but they have unique views every time they express their own opinions, and they are willing to communicate with the owners and other “level” group friends. Such customers can effectively make up for the shortcomings of the group owners, and they are also seed users who need to wait modesty.
In addition to the communication in the group, the investment advisory can regularly find a private chat with the representative seed users, discover their needs in time, and promote the realization of the realization. The sense of trust will gradually be established. Helps a benign interactive cycle.
How to use the customer base to create its own brand and easily complete the performance assessment
The investment advisory operation. A good customer base must be effective to serve customers, and then transform into effective performance. So how do you use the diversion and stay, how to use the customer base to transform and monetize?
The method is that the scene is transformed into direct performance, creating a flock effect (when someone runs in a certain direction, many people will follow). In terms of the attitude of being responsible for investors, the investment advisory exports free, professional, and satisfactory regular science popular science knowledge, but when encountering customers who need investment consulting suggestions, do an atmosphere guidance. The principle is that the investment advisory does not require too much words, a regular text can be. It is often effective to be held by old customers and sharing experiences.
The premise of the transformation of the scene is trust. When recommending products and services, investment advisors must weigh the advantages and disadvantages, and try to recommend users to really need it. The company’s product pool is very rich, and the customer’s risk appetite and investment cycle are also different. From the perspective of the customer, find a product that suits him from a professional vision and responsible attitude. No, you can wait next time. No, you can change the other types of the same type. But do not harm the interests of customers for a moment, then it will always lose a customer because of the collapse of trust. Trust forever, opportunities forever.
It is the transformation of interest driving into indirect performance. We can encourage customers to invite to friends around them, and to give interests or honorary incentives appropriately. The invitation behavior of customers has the Matthew effect -customers who have invited friends, and then the behavior of inviting friends will become more and more frequent. Therefore, such customers may not pay directly to buy products, but he will bring potential customers. One trick is that most customers are willing to invite friends in about one week after entering the group, so they can prompt activities to invite rewards every week.
In addition to services, pricing can also be used to increase customer base conversion. Two different products can be set up, a short period of time, suitable for Xiaobai, a professional product with a long period of time and suitable for high net worth customers. Let customers with different consumption capacity be found their “auxiliary tools” to enhance user loyalty and increase their perception value by paying.
The customer base is a deep -cultivation organization. It is not only the technical exchange of stocks and stocks, but also requires investment time and energy to operate the humanistic atmosphere. The ideal state is an investment advisor as the core, but it is not the only one -way information source. Everyone has a long teaching. On a valuable, vibrant, and orderly platform, the trading time is serious, leisure time is funny, and each has its own gains.
The online business is a blue ocean, good operators.
If you know three people at the same time and know a little about the stock market, who would you consult?
Want to choose ** teacher? Body, your thoughts are dangerous!
It if you can only choose one person, and you can only ask this person for three years, who will you choose? Is it not tangled, and the answer naturally appeared in my heart?
The answer in the customer’s heart is the direction of the investment advisor, and must also work hard. Because the customer is not with you, he will run to others. So how can it be effectively retaining customers? From the perspective of personal practical experience, it is a way to take the community as the platform and content as the core competitiveness.
Why are the maintenance of customers based on the community
Mou is a social animal, even if a fat house is always holding the news with the mobile phone. Because people are not only afraid of loneliness, they also need a sense of security.
. After moving to a new environment, people will turn around the new environment to familiarize themselves with the terrain to see what is happening. By mastering the first -hand information, let yourself make preparations in advance to reduce the risk of unknown.
It’s Internet society, although the method of obtaining information has changed, the essence is still the same. Users need to continue to obtain information about the development and changes of various events through Volkswagen Media, monitor the surrounding environment, meet their own information needs, and at the same time obtain “talk” to communicate with others.
The perspective of the shareholder
For shareholders, daily work and life has occupied too many people’s energy, and spend too much time to screen from the complicated information source. useful information. As a result, the community came into being.
In authority, most people tend to believe in the official information of professionals. Then the investment consultant of a securities company is a reliable source of information. Looking at the policy and interpretation of investment consulting, you can quickly grasp the core elements in the financial news of the day and save effort.
In interaction, most people usually think that the information provided by the majority is more correct than a few people. Then, when you are uncertain about a financial policy or an industry or an stock, you hope to have a reliable and friendly platform to seek answers from most people. Stock friends belonging to the same securities company are obviously the best candidates for the same and like -minded Taoism.
It in areas that do not know but interest -related, there is a platform. There are professionals who pass the latest information at any time. Some people answer questions at any time. There are official endorsements, and there may be red envelopes from time to time. Do you say it is fragrant?
The viewing perspective
The as an investment advisory, if there is no customer “training” process, it is difficult to pay customers to pay for the value -added business, because customers do not understand the investment advisory There is no sense of trust. Make all customers every day, care about the transaction situation, and answer questions, and the efficiency is too low.
It without high -frequency scenarios, the community is the lowest cost of gathering customers with the lowest cost. Through information transmission in the community, customers can understand investment advisors and establish a sense of trust, and links between investment advisors and customers will gradually increase.
In the process of user operation and transformation, it can not only meet customer needs, but also build its own brand. The work can be one -pair, saving time, effort, efficient, and replication. Please cherish it for such a job!
Is how to maintain the continuous and stable activeness of the customer base
Any relationship requires operation, especially the customer base is the sum of multiple bilateral relations. Investment consultation needs to invest a lot of time costs, continue to do content output in the customer group, and enhance customer stickiness with simple feelings, and be a “project management manager” to maintain the continuous and stable activeness of a customer group.
This groups will experience the rapid increase period of members when newly established, but if there is a lack of effective ways to promote work, no high -quality content stays, users stay for a few days, and they will feel bored. Without value satisfaction, start to choose silence or even retreat, even if the red envelopes cannot retain the target users. As a result, the traffic caused by hardships quickly lost, and the group also entered the recession early.
How to break the game? The investment advisory needs to first clarify its own positioning -the composite talents that integrate translators, user operators, investment consultants, marketing consultants, marketing, and even psychologists. Secondly, formulate a set of user operation processes for the system. Then, persist.
1. It takes a lot of time to “soak” in the group, soak out personal style
Procketing is a typical slow work. It is necessary to activate first and actively create an interactive environment. Do not fight fish for two days for two days, and you can’t participate in the group for a long time, so that the members are self -contained.
fast response, questions must be answered. As an investment advisor, it is necessary to realize online at any time 8: 30-22: 00, no trading day and weekend, and respond to customers as soon as possible. Persist in doing so, more and more positive feedback you get. The more positive feedback, the more confident you will, the more happy you are.
The emotional interaction, friendly interaction. The investment advisor is just a job. He knows a little bit of professional knowledge than ordinary investors, and has more risk awareness. He is willing to share his knowledge to ordinary people. Don’t deliberately shape the image of the “stock god”, and you don’t have to pretend to be “understand everything.” Admitting that you can’t, seem clumsy, but the most sincere. No one will refuse a professional but sincere person.
The proper self -exposure, highlighting people. Today, in online dating, friends in real life may only be happy, but many people are willing to “self -exposure” to strangers. Proper self -exposure, such as not cooking, like photography, etc., conveying a little life and mood to customers, which helps to create a vivid and lively person, rather than the data experts behind the screen.
The importance to every customer. Seeing the problem of each customer and giving interactive feedback, especially when the needs of customer feedback, optimization suggestions or new ideas are accepted, we can praise them in the group. It is recognized in spirit, and found that it is valuable and satisfied with vanity. It is also a motivation for customers to participate in the community.
The red envelope when people are good. When chatting and interacting at non -trading time, you can agree on a small -scale event that is easy to execute, such as encouraging customers who sign new shares to send red envelopes to share good luck, and encourage customers who have caught the daily limit to send red envelopes to share good luck, so that customers have some ” The sense of rituals “and believed that Schimi was more lucky.
2. Setting the customer group threshold, group rules
successfully operating a community, which is a win -win results for two -way selection and two -way review. A certain screening mechanism needs to be set up to block users who do not meet the positioning of the community. The rules of the community should also be announced and adjusted in time, and the rules should be implemented.
The threshold for entering the group: For example, the real -name system review group. Since it is an endorsement of securities firms and investment advisors, the investment advisory has the right to verify the identity and then invite people to enter the group, which is convenient for management, and rest assured that other customers can rest assured. If anyone can come in, the members of the group will have some scruples, or they will soon become zombie groups, or they will fly all over the sky.
Ip operation principles: need to formulate a relaxed group regulations. The community is easy to develop. Some groups are very active all day long. Members are irrigated every day and talk about what they eat and drink, but except for water, the value of the group cannot be seen at all. Some group rules are too strict, and there is no fish to clear the water. You can only talk about stocks during the market, and you can casually free, so that everyone has a rough rule.
The execution rules: When there is irrational communication, it is necessary to deal with it in accordance with group regulations. The same is true for illegal core users. Because the community has a very obvious window -breaking effect (if the adverse phenomenon in the environment is left, it will induce people to imitate and even intensify).
3. Continuous output valuable content
For investment customer bases, high -quality content output is very important. Operations are also valuable to output the output around the positioning of the community to output valuable value The content of related fields, cultivate the sense of identity of group members.
The time of self -preview and review for half an hour every day. As a group owner, the investment advisor collects the channels of content sources in advance before the community is established to understand how to find the content of the required material and reduce the time cost of operation. In addition, if you continue to learn and internalize your own, you can continue to provide useful and easy -to -understand content in your own way for the topic that customers are most concerned about. If the owner cannot maintain his professionalism and centripetal force, then he cannot establish sufficient authority, and then he cannot control the direction of the entire customer group. It is often unsatisfactory to rely on tough group regulations to maintain the order of the group.
Differentiated but stable style positioning. Investors have different risk preferences. Investment can choose the largest convention in accordance with their personal character. Perspective right or wrong is not the most important thing, but to be rational and logical, and there is a method of judging a continuous consistent judgment. On this basis, it has its own “masterpiece” to facilitate later marketing.
In the correct view of investment. Customer -centered is what customers think about and take customer interests as the starting point. But it does not mean that unconditional meets the requirements of customers. The investment advisory is not a waiter, but a brother and sister who study side by side together. On the basis of meeting customer needs, it is more important to guide customers with their own professional knowledge and sincere and friendly attitude and provide agenda settings.
4, sort out the customer structure, cultivate seed users
as long as there are people, there are opinion leaders. In addition to the owners, the core members will build a group foundation. They directly affect the humanistic atmosphere and communication quality of the entire community, so that the entire group will be rejuvenated by various ecology, and each group member will get a sense of value in participation. Therefore, investment advisors must have enough understanding of customers in the community.
The seed users are divided into two types. One is the type of lively and enthusiastic personality. The client group is established for about a week, often irrigating and chatting in the group, responding to the topic of investment advisory as soon as possible, and even actively introducing the group regulations to the new clients.
It is a professional type with rich investment experience. Such customers do not necessarily speak every day, but they have unique views every time they express their own opinions, and they are willing to communicate with the owners and other “level” group friends. Such customers can effectively make up for the shortcomings of the group owners, and they are also seed users who need to wait modesty.
In addition to the communication in the group, the investment advisory can regularly find a private chat with the representative seed users, discover their needs in time, and promote the realization of the realization. The sense of trust will gradually be established. Helps a benign interactive cycle.
How to use the customer base to create its own brand and easily complete the performance assessment
The investment advisory operation. A good customer base must be effective to serve customers, and then transform into effective performance. So how do you use the diversion and stay, how to use the customer base to transform and monetize?
The method is that the scene is transformed into direct performance, creating a flock effect (when someone runs in a certain direction, many people will follow). In terms of the attitude of being responsible for investors, the investment advisory exports free, professional, and satisfactory regular science popular science knowledge, but when encountering customers who need investment consulting suggestions, do an atmosphere guidance. The principle is that the investment advisory does not require too much words, a regular text can be. It is often effective to be held by old customers and sharing experiences.
The premise of the transformation of the scene is trust. When recommending products and services, investment advisors must weigh the advantages and disadvantages, and try to recommend users to really need it. The company’s product pool is very rich, and the customer’s risk appetite and investment cycle are also different. From the perspective of the customer, find a product that suits him from a professional vision and responsible attitude. No, you can wait next time. No, you can change the other types of the same type. But do not harm the interests of customers for a moment, then it will always lose a customer because of the collapse of trust. Trust forever, opportunities forever.
It is the transformation of interest driving into indirect performance. We can encourage customers to invite to friends around them, and to give interests or honorary incentives appropriately. The invitation behavior of customers has the Matthew effect -customers who have invited friends, and then the behavior of inviting friends will become more and more frequent. Therefore, such customers may not pay directly to buy products, but he will bring potential customers. One trick is that most customers are willing to invite friends in about one week after entering the group, so they can prompt activities to invite rewards every week.
In addition to services, pricing can also be used to increase customer base conversion. Two different products can be set up, a short period of time, suitable for Xiaobai, a professional product with a long period of time and suitable for high net worth customers. Let customers with different consumption capacity be found their “auxiliary tools” to enhance user loyalty and increase their perception value by paying.
The customer base is a deep -cultivation organization. It is not only the technical exchange of stocks and stocks, but also requires investment time and energy to operate the humanistic atmosphere. The ideal state is an investment advisor as the core, but it is not the only one -way information source. Everyone has a long teaching. On a valuable, vibrant, and orderly platform, the trading time is serious, leisure time is funny, and each has its own gains.
The online business is a blue ocean, good operators.