Author: Noah's wealth, financial planner Jun wealth Noah's wealth management platform for Internet sharing wealth Ark (micro-channel public number ID: cffzlcs)
Usually we always experience in different occasions or hear what the financial planners advise clients to vote Products, but rarely see programs that introduce what products financial planners are buying. Now the opportunity is here. Starting from today, Xiaozhou will successively invite Noah’s best financial planners to talk about what he or his customers are investing in, and show you all the products, which will definitely benefit you and definitely let you Shocked!
The financial expert invited today is Xu Jie (Ms.), a senior financial planner from Noah’s Shanghai district.
"Can doctors treat themselves? Can financial planners manage their own finances?"
When I first met Xu Jie, a financial planner, before I started asking questions, she raised the above questions to me. My own question, and a well-thought-out answer:
"I think it depends on the doctor’s positioning. If he positions himself as a seller of medicines, by the way, he is a salesman; if his position is He is a doctor who can help himself to see a doctor and sells medicine by the way.”
“What kind of product is a good product?” Just after the last answer, she said I raise a question and answer it myself:
"When I first became a financial planner in 2011, the customer asked me what is your best product? I might recommend it to him. I think it is a good income fixed income product or sexy. But now, I think that for every customer, the definition of a good product is different. Some people need overseas investment, and some people need insurance allocation. The differentiation of demand leads to everyone’s perception of good products. Different."
This is Xu Jie, a fast-speaking, quick-thinking,A financial planner who has his own ideas, if you can keep up with the pace of conversation, you will have a very pleasant experience. If you can't keep up, you will be full of frustration. This is very much like her raging capital market. Those who follow the pace of the layout can enjoy industry dividends, and those who make mistakes must bear the burden of huge losses and cannot breathe.
Looking at Xu Jie from this point, she is obviously the former, because every step of her life has stepped on the beat of the market.
Xu Jie’s first job was as a front-line technical engineer at Jinshan Petrochemical. After vaguely realizing that the heavily polluting industry would decline with industrial upgrading, and after rhinitis became more and more serious, she quit this job. Golden rice bowl. Then she devoted herself to the Internet and real estate industry one after another. Every transformation happened to enter the beginning or the bottom of the industry, and experienced the peak of industry development. It can be said that each of her jobs has witnessed the rise and fall of an industry. .
In 2011, Xu Jie came to Noah and knocked on the door of the wealth management industry for the first time, and this was also the node where China's private wealth management business began to rise.
"At that time, I sent at least 6000 messages to customers every month," Xu Jie said.
When she first worked as a financial planner, Xu Jie tried to call a client. She said that she did not have a strong heart as she imagined. After being rejected, she was very injured. In addition, her pharyngitis recurred, so she did not continue to try. She also ran to the lecture meeting to give business cards and mixed in clubs, but because of her introverted personality, she was not good at communicating in such situations where all strangers were there, so she gave up.
In the end, she found the most suitable way for herself-to send text messages to customers. Xu Jie said that sending text messages is a text contact and a cold contact. Customers who receive a text message do not feel disturbed like they receive a call, and a customer will not feel rejected if they do not reply.
At the time in the office, my colleagues were all calling customers. She was the only one who quietly sent down text messages. The monthly text message fee was 600 to 700 yuan, and at least 6,000 thousand text messages were sent every month. Sometimes too many group text messages cause Xu Jie's number to be blacklisted, and the text messages cannot be sent, and then everyone will hear her emotionally calling the telecommunications company at the work station and apply for unblocking.
"In the first half of 2012,I only made 5 orders worth 1 million and I was almost dismissed," Xu Jie said.
From entering the financial planner industry to issuing the order, Xu Jie didn’t have much trouble because all of my friends at the time had The need for financial management.
The real test was in 2012. This year the market was digesting the impact of the change of government, and investors were hesitant. Of the 30 million performance that year, Xu Jie only completed 5 million in the first half of the year, and was once dismissed Fortunately, her leadership evaluated not only the amount of performance, but also the amount of process, that is, the number of new customers. In this area, Xu Jie overfulfilled the task, so she finally stayed.
" WeChat saved me, thank you Ma Huateng," Xu Jie said.
The establishment of a personal brand is an important channel for Xu Jie to acquire new customers and maintain old customers. This prototype is also the version 1.0 she calls from SMS. Xu Jie said that she edited text messages one by one and got customers through text messages. The content of the text messages mainly included product introductions, event invitations, holiday greetings, current affairs reviews, travel sharing and life perceptions. These text messages carried Xu Jie’s unique thinking and writing. She hopes to have an emotional resonance with customers, not just a highly targeted promotion.
WeChat is version 2.0 of Xu Jie’s personal branding. Through WeChat, she can reach more customers efficiently. "WeChat saved me." "Xu Jie said. The official account is version 3.0. In the official account called "Xu's Digest", Xu Jie has more space and angles to introduce himself more three-dimensionally, including life, views and career. Version 4.0 is Himalaya." Xu Jie said that she has already launched a paid program on Himalaya to share the practical experience of asset allocation with more public.
Xu Jie believes that the sales through Mocall are gun-type Acquiring customers, one hits one by one, and one hits one after another. Sales through the brand is a gunfire type, which is slower than the phone, but it can hit one shot.
Xu Jie has thousands of friends in his circle People from all walks of life, not necessarily high-net-worth customers, hopes to establish her own business ecosystem and become an integrator of resources. Customers or friends can contact people who can provide help from her. _Strong9strong For example, customers need financing to start a business,She can also build contacts, or help clients in need recommend suitable PE funds, etc. "Strong8strong I hope to build my own brand on top of Noah's brand" Xu Jie said.
"I have passed the test in every industry, I am a person with relatively strong learning ability," Xu Jie said.
After entering Noah, Xu Jie won the qualifications of fund practice, CHFP senior financial planner, and insurance broker. She is currently preparing for the CFA exam. Strong8strong is a strong learning ability that allows Xu Jie to quickly take root in every new industry. The learning skills of the previous industry also provide her with the nutrients to grow in the new industry . For example, the one product she thinks is the most satisfying is the result of her two professions connecting the previous and the next and nourishing each other.
This is a real estate equity fund. Before recommending client allocation, Xu Jie went to Chengdu to investigate the prospects of his investment target real estate project. The real estate equity project invested by the fund is a residential property near a subway in Chengdu floor.
Xu Jie found after on-site inspections. This is a real estate project that understands the needs of users. On the one hand, it has an excellent location and is built near the subway entrance. The traffic is very convenient; on the other hand, the room type of this building is The 60-square-meter small three-bedroom house can give residents more separation space in the same area of the house, so these features are fully in line with the positioning of the building’s “first suite for young people”. Although this is a project in a bear market, But when the bull market comes, it will be popular.
In addition, Xu Jie also found her friends in the real estate industry, that is, people in her circle of friends ecology, and used what she learned in the real estate industry to investigate the funds of this real estate developer Current situation , learned that although this developer is in a real estate bear market,But it has good cash flow and consistent honesty and credibility. Coupled with the fact that this product has only a two-year lifespan, it has better liquidity compared to other PE products' investment time of 7 years, and it is determined that the real estate stock fund is very suitable for current investment.
In the second half of 2012, Xu Jie recommended this product that he personally participated in the survey and evaluation to a new customer. The result was not bad. "When real estate is bought in a bear market, sold in a bull market, the timing is right, the counterparty is very good, the project will be completed one and a half years ahead of schedule, 1.5 times exit, 32% annualized return, this is a very beautiful product, let me one Traditional conservative customers felt the charm of equity products for the first time and tasted the sweetness of equity investment." Xu Jie introduced that a client from the Mainland, before purchasing this product, most of the assets were conservatively managed through banks. After this product, he began to choose private equity products in investment.
Xu Jie said that this was based on the company's "top-down" due diligence, and she did her own "bottom-up" due diligence. Double due diligence can see different perspectives, and through this method, she has also avoided some undesirable projects that are different from expectations, and double insurance has been provided to the customer's investment allocation.
In addition to this product, Xu Jie has been very impressed with another product in Noah’s years. It allows Xu Jie to truly understand the nature of hedge funds and see that the manager’s humble quality is important for investment. influences.
This is an overseas dollar hedge fund. Unlike many fund managers who mainly use short stock index futures to hedge against beta (market risk), this fund mainly selects individual stock tools and selects stocks with overvalued stocks in China's concept stocks to short-sell to create alpha (stock income). Others The short selling targets include stock index futures and so on.
At that time, there were already some domestic fund accounts, brokerage wealth management products and private equity funds that used hedging methods, but most of them could not be called real hedge funds. Most of them were just under the name of hedging and were subject to domestic hedging tools. Various limitations, in fact, there is no real hedge, and this US dollar hedge fund is a product strategy that truly uses hedging methods to obtain absolute returns.
Xu Jie said that because overseas markets always make collective misjudgments against Chinese companies, this is the time when the dollar hedge fund makes money. At this time, it often dares to buy the bottom based on its deep due diligence on Chinese companies.At the same time, it will do paired long and short position transactions to reduce systemic risks. Xu Jie believes that , compared with Wall Street institutional investors, this overseas senior hedge fund headquartered in China has more advantages in the due diligence of China's stocks. "The mall offers a discount for events. On the surface, everything is discounted. But only those who visit this mall often know that what is really discounted and what to buy can really get cheaper. At this point, I I think this fund has more advantages."
Although, in the unilateral rise of the bull market, short funds in this type of hedge fund are occupied, and only a portion of the funds invested in stocks may generate income, and the net value growth is not as good as non-hedging products. But when the bear market is volatile, hedge funds can still effectively resist risks and obtain stable returns. Of course, Xu Jie also encountered a time when the net value of this fund fell sharply, and at this time she deeply understood the importance of asset managers to cooperate with the continued services.
In January of this year, due to the black swan incident that broke the fund’s original expectations of the market, the net value of the fund plummeted, so Xu Jie sent a WeChat inquiry to the fund manager. The manager was also very helpful and responded in a timely and detailed manner. The reason for her crash and the investment judgment logic behind it.
"In financial markets, buyers are responsible, and sellers are responsible ," Xu Jie said.
She once asked the relevant managers because of losses in other funds. Not only did the other fund fail to answer her the reason for the problem, but she said, "If investors can't bear it, then redeem it." Xu Jie believes that the attitude of fund managers towards financial planners reflects their attitude towards investors to some extent. If they really serve investors with their heart and cherish every penny of investors, they will definitely take every inquiry from financial planners seriously. The managers of this billion-dollar dollar hedge fund will promptly reply to the questions of the financial planners with millions of renminbi every time, which shows that they are very humble in the face of investors and care about every investor.
"This fund’s income over the past ten years is very good. Its historical performance is 24%, which is a very good product among USD products. I told investors that this fund is suitable for holding for at least 1-3 years.The expected return is about 8-10% per annum," Xu Jie said.
This is Xu Jie’s experience as a financial planner in Noah. She will not lure customers to invest with high returns, but tell customers that The characteristics of the product and reasonable expected returns help customers to configure according to their own needs. "If the benefits he sees are within the range you originally introduced, this is in line with his investment expectations. If you start with the previous high Earnings seduce him, and his final income is not as high as in the past. Even if the product performs well, customers will be very disappointed. _P2p
Finally, when asked about the impact of being a financial planner over the years, Xu Jie said, "I have become more calm about money."
Xu Jie said There are only those who are calm about money in the wealth management industry. Talents are suitable for long-term occupations. In the United States, practitioners such as Merrill Lynch are all transitioned from lawyers, investment banks, accountants and other industries, and the average age is over 50. In recent years, China’s wealth accumulation has been very fast. Both high-net-worth individuals and wealth management practitioners are relatively young. If a person is hungry for money, he may become a "wolf-like" sales in the wealth management industry in China today, and is only really calm and humble about money Only people can truly be the door keeper of customer family wealth.
If you want to cultivate the habit of getting rich, come and subscribe to the official WeChat account of Noah Wealth chosen by the 100,000 wealthy! (Official ID: NoahGroup)
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