肖怀洋

XiaoHuaiYang

　　周末得空与一老友小聚畅聊。这位朋友在咨询行业做销售工作，笔者不解的问了句外行话，咨询也需要销售？

About the weekend with a brief chat friends chang.The friend in consulting industries do the sales job,The author don't understand of ask a sentence lay language,Consultation also need to sales?

　　朋友瞪大眼睛说，当然！朋友在咨询行业浸淫数年，谈起销售颇有心得。他的工作就是经常拜访企业HR高管，谈的内容当然不是让对方买产品，而是了解企业的人力资源管理面临哪些困境，帮助分析问题原因。“至于对方要不要我们提供人员帮助解决，那就看我把脉是否抓到要害了。”朋友言语中相当的自信。

Friends stare big eyes said,Of course!Friends in consulting industry for several years now,Talk about sales is quite intentional.His work is often visit enterprise HR executives,Talk about the content of course not let the other side to buy the product,But understand enterprise human resources management faced what trouble,Help this paper analyzes the reasons of problems."As for the other party to don't we provide personnel help solve,Let's look at my pulse is caught the key."Friends in the speech more confident.

　　销售是价值实现的最后一环，也是对技术含量要求非常高的一项工作。酒香也怕巷子深，任何行业都需要销售。笔者由此想到了金融行业，尤其是财富管理业务。可能很多人都有过这样的经历：一个陌生电话打进来，告诉你，有一款如何如何好的保险产品，希望你购买；或是证券公司客户经理定期或不定期发给你的荐股短信。我想大多数人都会选择挂掉电话，也鲜有人去认真读那些促销短信。

Sales is value realization last ring,Is also the technology content is very high requirements of a piece of work.Bouquet of deep alley,Any trade needs sales.The author think of from the financial industry,Especially the wealth management business.Maybe a lot of people have such experience:A strange call waiting,Tell you,There is one to paragraph how good insurance products,Hope you to buy;Or securities company customer manager regularly or irregularly to you recommend shares message.I think most people would choose off the phone,Also few people to read the promotional messages.

　　金融业归根结底是服务业，以提供服务创造价值为宗旨。若要完成从产品导向到客户导向的转变，金融业要在销售环节做出巨大的改变。对于财富管理业务，销售人员就是理财规划师，而这类人才在中国仍然非常匮乏。再来还原两个熟悉的场景：在银行理财室里，一位理财专员像报菜名一样，说出这周发售的一连串理财产品的期限和收益率，根本容不得你一点思考时间，更枉论交流了；在证券公司，一位客户经理告诉你，某股筑底价值凸显，近期迎来修复性反弹，你甚至可以怀疑把这句话的主语换做其他股票，仍然适用。

The financial industry is in the final analysis services,To provide services to create value for the purpose.If you want to finish from product guide to the customer oriented transformation,The financial industry in the marketing chain to make a great change.For wealth management business,Sales staff is financial planners,And this kind of talents in China is still very lack.Come again reduction two familiar scene:In the bank financing room,A finance specialist like newspaper as dishes,Say this week of a series of financial products on sale with the time and the rate of return,Don not let you think a little time,More waste of the communication;In the securities company,A client manager told you,One strands of building bottom value highlights,The recent rebound in repair sex,You can even doubt this sentence subject in other stock,Still apply.

　　之所以发生上面所述情景，是因为金融销售人员的专业技能不高。追根溯源，又与金融业对销售环节不够重视有关。金融领域优秀的人才不屑于去做理财规划。虽然金融机构开始认识到问题所在，并且把粗犷式销售产品的客户经理改名为理财专员、金融规划师，但也仅仅是换个名字而已，人还是那些人。

Is occurring above situation,Because financial sales personnel's professional skills is not high.Traced back,And with the financial industry did not attach enough importance to sales link related.The financial sector excellent talents disdain to do financial planning.Although financial institutions begin to realize/be aware of the problem,And straightforward type sales product customer manager renamed finance specialist/Financial planners,But it is only a name on it,People or those people.

　　作为销售人员不一定会生产产品，但一定要对产品完全的熟悉，这样才能给客户提供更匹配的产品。金融业在初级发展阶段，金融产品属于稀缺品，不需要销售，甚至消费者会抢着求购，曾经排长队买国库券的场景也不过是在二十年前。但如今随着人们财富的增加以及金融产品的丰富，人们对财富管理有更高的要求。举个例子，同样是三十岁的年轻人，一个是公务员，一个是创业者，他们对自身财富管理的需求肯定会不一样。个人资产多少用于股票和基金类，有多少配置于固定收益类，并且每一类都有很多种产品。理财规划师要根据宏观经济形势变化，以及客户个体的微观需求，来确定如何分布于各类金融品，还要随时进行调整。

As a sales person does not necessarily produce a product,But must to product completely familiar with,This can give customers more matching products.The financial industry in the primary stage of development,Financial products belong to the scarce goods,Don't need sales,Even consumers will rob to buy,Once the scene of long queues to buy Treasury bonds also however is in twenty years ago.But now as people increase of wealth and financial products rich,People to wealth management have higher requirements.For example,The same is thirty years old young man,One is a civil servant,A is the entrepreneur,Their own wealth management needs will certainly not the same.How many personal assets for stocks and funds class,How many configuration in fixed income class,And every kind of have a wide variety of products.Financial planner according to the macro economic situation changes,And customer individual microscopic demand,To determine how distribution in various financial product,Also can be adjusted at any time.

　　这种工作是很具有挑战性的，并且在西方发达国家收入也是不菲的。然而在时下的中国，能够提供这样服务的人才却并不多。各大银行重点发展的私人银行也许可以实现，不过这种定位于600万元资产以上群体的高端业务却很难惠及大众。但中国中产阶层人群的日益扩大却是不争的事实，银行目前却对这类群体的理财需求无能为力，这也催生了一批创新型的第三方理财公司，比如宜信就在重点开拓资产在10万到100万美元之间的人群，并将称为大众富裕阶层。在中国，这种称谓可能比中产阶级更为精确。

This job is very challenging,And in the western developed countries income is also significant.However, in China nowadays,Able to provide such service personnel is not much.Each big bank focus on the development of private bank may realize,But the positioning in 6 million yuan more than assets group of high-end business is difficult to benefit the public.But China's middle class people is indisputable fact that widening,Banks are to this kind of group financial demand powerless,It also led a group of innovative third party finance company,Such as appropriate letter in key assets in development between $100000 and $1 million crowd,And will be known as the mass rich class.In China,This kind of title may be more accurate than the middle class.

　　肉就摆在那里，你不去拿，总要有人拿。在上世纪80年代的美国，一批非银行、券商类财富管理公司就是看准了用户需求，迅速成长起来。不过在中国，第三方财富管理公司甚至是银行以外的其他金融机构，都还面临着另一个问题，信任。

Meat is right there,You don't get,Always someone took.In the 1980 s America,A group of non-bank/Brokers kind of wealth management company is certain about the users' demand,Rapidly grow up.But in China,The third party wealth management company even bank other than financial institutions,Are still faced with another problem,trust.

　　人们对银行的信任，更多的是包含有国家信用的成分。而对于其他机构，中国人却信心不足。这其实是契约精神缺乏造成的。在中国财富管理系列论坛上，王连洲老先生发出了“诚信和道德现在成了奢饰品，我们的投资者放心把钱交给别人打理吗”这样的感慨。在财富管理领域，某种程度上，诚信甚至比前面提到的专业技能更为重要。无论银行、券商、基金、保险还是第三方公司，提供的理财服务说到底都属于信托信任托管。财富管理的销售过程，同样是信任建立的过程。

People to the bank's trust,More is contains national credit composition.With other institutions,The Chinese people are lack of confidence.It is caused by the lack of contract spirit.In China's wealth management series on the BBS,WangLianZhou the old man made"Honesty and moral now became much jewelry,Our investors reassurance gave the money to other people do"Such a feeling.In the wealth management areas,To some extent,Good faith than even mentioned the professional skill of the more important.Whether the bank/brokers/fund/Insurance company or a third party,Provide financial service in the final analysis all belong to trust trust custody.Wealth management sales process,Trust is also a process.

　　最后，讲一个不一定确切的典故。相传十字军东征时期，欧洲的贵族们长期带兵出征，便将财产交付给一些人代管，久而久之，这些人成为了最早的私人银行家。在生死之间，可以放心将财富托管出去，靠的不是中国人最为依赖的血脉联系，而是契约精神。这恐怕是当前中国的财富管理最需要学习的。

finally,Tell a not the exact allusions.According to legend Crusades period,Aristocrats of Europe long-term goes out to go to the front,Will property delivery to some people hold the fort,As time passes,These people became the earliest private bankers.Between life and death in the,Can rest assured will wealth trusteeship out,Not by the Chinese most dependent on blood contact,But contract spirit.I'm afraid this is the current China's wealth management most need to learn.