How private banks "attract customers"

On Weihai Road, one of the most prosperous areas in Shanghai, a small building similar to an art museum is actually a branch of a foreign bank. Under the guidance of a staff member, take the side corridor elevator to the fourth floor, and you can see the private meeting room, with elegant decoration, open-air balcony and Bordeaux wine. It is the private bank of Societe Generale.

Elegant environment, champagne and red wine only add a layer of nobility and mystery to foreign private banks, and winning customers is king.

Make friends with goodwill

"It usually takes several months to cultivate a new customer." The account manager of a foreign bank told CBN.

When talking about his own experience, the account manager said: "In private banking, it is very important to be honest, that is, to gain the trust of customers and become friends with them before they are willing to give you money."

Private banks have just started in the mainland market. Since 2007, Chinese and foreign banks have set up private banks. In the high-end customer market competition, most private banks rely on "word of mouth" when developing customers at first-old customers introduce new customers.

However, it is not easy for an account manager of a private bank to become a friend of the "rich" from a stranger. "We hope to play ball games and taste wine with our customers, talk about famous watches and cars with them, introduce our travel experiences and even play with our customers." The above account manager said.

Michelle Li also said that account managers of private banks should be encouraged not to talk about products at the beginning, but to understand the needs of customers before winning this customer.

The above-mentioned account manager said that private banks generally do not visit strangers, and every new customer should observe for a period of time, which is also the requirement of internal risk control of banks.

Talk about business

In fact, the business of private banks is "talked about". Art, luxury goods, red wine ... any topic you talk about may become the investment demand of customers.

At present, many private banks develop alternative investment products, such as wine funds and art funds. Michelle Li also introduced that Societe Generale requires customers to visit Bordeaux winery every year, and the red wine collected by customers is stored in the winery where Societe Generale is located. This is not only an investment, but also can be shared with friends. The yield of investing in red wine can reach about 65,438+00%.

The high demands of these high-net-worth customers have also formed a "high threshold" for the selection of account managers in private banks. Michelle Li said that account managers should have high IQ and EQ, and have a sense of intimacy, so that guests are willing to communicate their financial needs. Besides financial expertise, we should also study psychology, especially in the mainland market. We should observe language and emotions and judge whether customers are interested in the conversation from their body language.

The above account managers also revealed that they often receive various trainings. Banks will also give account managers certain funds to develop new customers and maintain customer relationships.

Flexible operation and establishment of buffer period

When foreign-funded private banks were established, the threshold was basically $654.38+$00,000. However, in order to win more customers and operate flexibly, foreign private banks set a buffer period for customers.

Michelle Li revealed that Societe Generale is not very strict with private banking customers. Customers can start to open an account with 500,000 dollars, and the bank will tailor some products for them, but some products can't be made. If the customer can raise $6.5438+0 million within six months, it can be "upgraded" to a formal private banking customer.

It is understood that this practice is more common in the industry. Private banks generally give customers a buffer time, and will not shut them out because they can't raise $6,543,800+that day.

In the layout of outlets, most private banks have branch outlets, but private banks are an independent area to ensure the service quality and privacy of private banking customers.

Just like the private bank outlet on Weihai Road in the fax, Li Xiaoyun is very satisfied with the environment there. "Customers can have coffee on this outdoor balcony." Li Xiaoyun originally wanted to open an office in Jinmao Building, but a financial crisis forced her to shelve the plan.

Although the financial crisis has damaged the reputation of foreign banks, Michelle Li is full of confidence in the development of foreign private banks in the China market. "Foreign banks have a long history and have advantages in communication with lawyers, multinational companies and solutions.