Research On Fund Sales Strategy Of Zhengzhou Sales Department Of GF Securities

The rapid development of the Internet,it has brought a new direction for the development of the financial industry.The development of Internet finance is more and more rapid,breaking the regional barriers of the traditional securities industry,and changing the traditional business model of the securities industry.Under the slogan of Huatai Securities publicly publicizing "No outdoor business,open an account in two parts per10,000",brokerage commission income,which constitutes the most important part of brokerage income,has been thoroughly torn open,and brokerage revenue continues to decline,which makes brokers have to think about the transformation of their business.Therefore,more and more brokerages have attached more importance to wealth management business for mass customers.GF Securities,as one of the largest securities companies in China,ranks the top five in comprehensive strength for many years.In order to maintain the steady growth of income,more attention has been paid to the development of wealth management business in recent years.Currently,wealth management business mainly falls on fund sales.By allocating funds for customers,it can effectively reduce the loss of customers.Therefore,to achieve the steady value-added demand for investors when they participate in financial investment,it has become an important direction for GF securities and even securities firms to effectively improve the sales performance of funds.In order to effectively improve the fund sales performance of Zhengzhou Branch of GF Securities,this paper conducts a comprehensive study by combining theory with practice.We collect the theoretical knowledge of the application of sales funnel model in customer management and sales skills from the theoretical level through literature review.Through the recording analysis method to analyze the current sales cases,summarize the successful and failure experiences in the sales process,and verify the application effect of relevant sales skills such as SPIN,USP,FABE in the specific sales process,and obtain the practicability of relevant skills;Further collecting cases through employee interviews.Current sales related work content,a comprehensive analysis of the current problems in the sales of funds,and according to the sales process from pre-sale,sale and after-sale stages of the existence of problems in detail.Combining with relevant theory and practice,in order to achieve the improvement of fund sales performance,it is necessary to systematically improve and adjust the whole process of fund sales,improve the quality of the most salesmen before sales,do a good job in product screening and training,and at the same time,introduce sales funnels to effectively improve efficiency and customer management.In view of the customer contact in the sales process,adopting SPIN skills will effectively improve the customer contact effect,cultivate more target customers to enter the sales.In product introduction,it is suggested that USP and FABE should be combined to carry out,and the more reasonable improvement direction is given in the dissent handling and product promotion.At the same time,on the basis of previous sales-driven,we should increase the after-sales service link,through good after-sales service,effectively to improve the repurchase rate of old customers,create a virtuous cycle of pre-sale,sale and after-sale,and ultimately achieve the effective promotion of sales performance of of the sales department integrally.