Менеджеру требуется определить, действительно ли это возражение или это тактика клиента, для того чтобы вынудить пойти на уступку в одностороннем порядке. Это действительно возражение или признак того, что у клиента не хватает фактов и ему нужно дать больше информации? Является ли это чем-то что удерживает клиента от принятия решения, или это уже определенное намерение клиента от принятия решения, или это уже определенное намерение клиента сказать «нет» предлагаемому продукту, банку или именно менеджеру?

   Возражения бывают двух видов,  принципиально отличающихся друг  от друга, - содержательные (основанные на фактах), и выражающие отношение.

   Реальное, значимое возражение основано  на содержании. Именно с его  помощью клиент интерпретирует  имеющиеся факты. Важно знать,  что факты, имеющиеся у клиента,  могут быть неверными, несущественными или опирающимися на слухи и домыслы. Но возражение все равно будет значимым, если клиент верит, что это представляет реальную проблему.

   Другой тип возражения – инстинктивный,  основанный на отношении. Причина,  лежащая в основе таких возражений, - эмоциональная,  основанная на чувствах, а не логическая. Например, клиент может не доверять менеджеру, потому что тот слишком молод, или слишком стар, или у менеджера длинные волосы, или слишком короткая юбка и по многим другим причинам. Учитывая различие значимых и интуитивных возражений, их необходимо классифицировать до того, как на них отвечать.

   Этап пятый – завершение продажи банковских услуг

   Процесс завершения переговоров  – это процесс создания соглашения, при котором менеджер помогает  клиенту принять решение, приносящее им обоим выгоду.

   Определение момента завершения  продажи требует от менеджера  определенных навыков и знаний. Менеджер должен слушать и  внимательно следить за тем,  что визуально или словесно  сообщает ему клиент. В 80 случаях  из 100 за презентацией следует завершение сделки.

   Этап шестой – послепродажная опека

В рамках осуществления обслуживания клиента  после завершения продажи нет  ничего важнее, чем умение разобраться  с претензиями, поступающими от клиентов. Надо помнить, что продать больше услуг можно при повторной продаже довольным клиентам, чем во время первичной продажи.

Заключение

Итак, маркетинг  становится одной из важнейших концепций  управления банком. Он применяется  для повышения эффективности  системы управления, позволяет составлять долгосрочные и краткосрочные программы развития, разрабатывать банковские продукты, быстрее реагировать на изменения, происходящие на рынке банковских услуг, создает преимущества в конкурентной борьбе. Последовательная реализация маркетинга обеспечивает устойчивый спрос на банковские услуги не только за счет удовлетворения уже существующих потребностей клиентов, но и за счет применения различных средств стимулирования продаж, выбора наиболее эффективных стратегий продвижения на рынок банковских услуг.

   Изучение этапов эволюции банковского  маркетинга свидетельствует, что  на смену вертикально-интегрированным  маркетинговым системам приходят  новые гибкие организационные  образования, при которых внимание  банков концентрируется на организации  продаж банковских продуктов и услуг, на развитии отношений между банками и клиентами. При этом маркетинг представляет собой двусторонний процесс, направляющий в распоряжение банка информацию о желаниях клиентов с там, чтобы банк мог разработать и предложить им необходимые услуги. Появление новых маркетинговых технологий позволяет, с одной стороны, более детально изучать потребности и предпочтения клиентов, с другой, - разрабатывать более изощренные методы воздействия на них. 
 

Список  используемой литературы:

1. Куршакова Н.Б.  Банковский маркетинг – 2003г.
2. Гордон Я. Маркетинг партнерских отношений – 2001г
3. Куршакова Н.Б. Маркетинг отношений: формирование спроса на банковские услуги – 2001г.
4. Егоров Е.В., Романов А.В., Романова В.А. Маркетинг банковских услуг – 2002г.
5. Рысев Н.Ю. Активные продажи. Как найти подход к клиенту. – 2002г.
6. Терещенко В.М. Маркетинг: новые технологии в России. – 2001г.

Приложение

Таблица 1. Характеристика уровней  отношений

Таблица 2. Структура разработки и внедрения  нового банковского продукта

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             р                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                

Таблица 3. Схема представления банковского  продукта с использованием схемы  ОПЦ