The main problems of insurance marketing?

China is in the development of the insurance marketing system is still to be perfected, highlighted in the following aspects:

1, the lack of integrity in insurance marketing. Sales staff will be insurance marketing is equivalent to a simple sales pitch to sell insurance commodities, collect premiums for the main purpose, focusing on short-term interests, too much utilitarianism, in the sales process is prone to dishonesty, and even will appear to lure the transfer of insurance, fraudulent transfer of insurance, coupled with the television often reported due to the sales process of the problem finally led to the insured person was refused to pay the claim, so at present, a considerable portion of the general public of insurance Therefore, a large part of the public has no trust in insurance salespersons and has a poor impression of insurance companies. This is also one of the reasons why the CIRC called on the insurance industry to set up a flag of integrity in 2005.

2. The insurance company's system for training salespeople is not perfect.

(1) The main purpose of many companies to train their sales staff is to improve their business level in a short period of time and to sell more insurance products. In order to achieve this goal, many of them have adopted the "Taiwan model" of training, which emphasizes how salespeople package themselves and how to use words to sell insurance. For example, one of the things newcomers learn in the training class is how to praise customers. The lecturer will also let the trainees simulate praising each other right after the lecture, which is very unnatural. The purpose of selling insurance is to satisfy customers' needs, and you should actually design a suitable insurance plan, rather than relying mainly on rhetoric to make customers happy and blindly shell out money for insurance.

(2) The lecturer's level is not high enough, and many of the lectures are just reading from a textbook, without any vividness, and the contents of the lectures are basically designed around the company's insurance, and the insurance knowledge that has nothing to do with the sales is basically not spoken. Important concepts such as "depth of insurance" and "deadweight loss (benefit)" may not be covered at all in the lectures. The entire training is often a crash course in insurance.

3. Many salespeople in the sales process actually rely on family and personal relationships. Many newcomers who have just completed training are selling insurance to friends and family, which is often referred to as "kill the familiar", so that when the source of customers run out, you can not find other sources of customers, and finally because sales do not meet the company's requirements were dismissed, which may produce orphaned policies. Relying on human relations to promote insurance may have a high surrender rate, because the policyholder may not really need a certain aspect of the insurance, the original purchase is mainly because of humane reasons, they do not understand the insurance, the purchase of the insurance to pay a lot of premiums every once in a while, naturally reluctant, and may choose to surrender the policy. If we rely only on family ties and human relations to promote insurance, without considering the actual needs of the insured, it is actually damaging to the credit of such an intangible commodity as insurance.

4. Commission payments are not reasonable enough. Many insurance companies now pay their salespeople a high percentage of commission for the first period and less for the later period, the consequence of which is that the insured's later service is not in place, and few measures are taken to follow up on the sale of insurance after the commission is collected. Insurance companies seem to measure a salesperson's performance only by premium income, emphasizing volume over other indicators such as surrender rate. The company's internal bulletin boards often read "so-and-so premiums...million", and there are incentives such as traveling to wherever the premiums are completed.

5. The company's support for salespeople in selling insurance is not enough. Sometimes salespeople need to spend a lot of time on their own to collect and organize information, and some companies change their insurance policies quickly, and they don't even have insurance manuals, which are inconvenient for insurance sales. If the company can organize this information or make it into a template and provide it to the sales staff, it will save a lot of time and help them to focus on the development of the insurance plan.

The reasons for these problems:

1. China's insurance industry is in the early stages, the major insurance companies put a large part of their efforts to occupy the market share, so it is inevitable to pay attention to short-term interests, the phenomenon of quick success and instant profits. This is the main reason.

2. At the beginning of the development of the insurance industry needs to have enough market participants, so the threshold of the insurance agent is low, resulting in the professional quality of the agent is not good, and at the same time the lack of consideration of their character, so that in the promotion of insurance dishonest phenomenon, damage to the reputation of the insurance company.

3. The insurance company's training system for newcomers is very imperfect, the training time is very limited, and the training content focuses on sales promotion, ignoring the inculcation of professional knowledge. Measuring the performance of salespeople by the amount of premiums has caused salespeople to emphasize performance over service. The incentives are mainly material rewards, which is an invisible incentive for sales staff to sell as many policies as possible and obtain premiums.

4. Supporting regulations governing the behavior of insurance sales staff is not enough.

Some suggestions to improve the insurance marketing system

1. The insurance marketing system should be based on the principle of good faith. The insurance industry is people-oriented, and the bond that maintains the relationship between people is integrity. The intangibility and future utility of life insurance products make the insured in the purchase of the inevitable feeling of insecurity, so from the point of view of the operation of the insurance company should adhere to the principle of good faith, or else it is in the use of their own credibility and the future of the bet. At the same time, life insurance companies also need to be honest to the sales staff, so that the sales staff can be honest to the customer.

2. Insurance companies should have a strategic vision of development, emphasize long-term interests, and change the business philosophy. Now many companies are similar to the same type of insurance, so in the sales should pay attention to take product differentiation tactics, to provide customers with personalized service, the price of the competition transferred to the quality of service competition, focus on cultivating customer loyalty.

3. Raise the threshold of insurance agents, encourage and develop various forms of insurance intermediaries. Raise the entry standards for insurance agents, such as raising the requirements for academic qualifications and the difficulty of the exams, which should also look into character as much as possible. Accelerate the development of insurance brokers and insurance adjusters, both of which are conducive to solving the problems arising from the sale of insurance commodities by insurance agents.

4. Insurance companies should improve their training systems. First of all, to establish strict standards for recruiting new people, can not come to enrollment are collected. Secondly, the training content should focus on developing the newcomer's insurance professional quality, laying a solid foundation, especially to instill the concept of honest service from the beginning. The morning meeting is actually a good time for training and should be fully utilized. Re-education after the training is completed is also important. Some insurance companies have adopted online teaching, from which salespeople can take relevant courses. Thirdly, establishing a high-quality instructor team is the key to the successful implementation of training by insurance companies, which is directly related to the effect of training. Finally, the training can not be neglected to strengthen the professional ethics of newcomers.

5. Sales process sales staff should overcome the guiding ideology of premium-centered, to establish the service first, the customer first idea, to take personalized service, the implementation of different combinations of insurance to produce several sets of insurance plans so that customers have the feeling of being treated sincerely.

6. Reform commission payment. Under the premise of keeping the total amount of commission unchanged, reduce the proportion of commission paid for the first period and the first few years, increase the proportion of commission paid for follow-up accordingly, extend the number of years of payment of follow-up commission, and combined with the assessment of the surrender rate, the rate of complaints and other indicators, the issuance of follow-up commission. This can urge the sales staff to follow up the service and inhibit their short-term behavior, and at the same time provide the insurance company with the opportunity to increase the secondary source of customers.

7. Establish a reasonable incentive mechanism. Effective incentives can make the sales staff in a longer period of time to maintain a state of psychological stability, the balance of goals and desires will produce endless power, the implementation of the action is that everyone will always have a constant urge to go beyond. Grasp the intrinsic and real needs of sales staff is the key to the development of incentives. Insurance companies should study the psychology of sales staff, for different psychological levels, a reasonable mix of different incentives, the use of spiritual rewards and material stimulation of the dual role, to achieve the best results of incentives.

8. The establishment of an all-round supervision system, through the strengthening of regulatory measures, to constrain the bad behavior of sales staff. First, long-term professional ethics education, the establishment of a code of professional ethics, to achieve the sales staff to consciously do self-discipline and self-improvement, consciously regulate the purpose of their behavior. The second is to give full play to the role of the insurance industry associations, the establishment of professional management committee of individual agents within the industry associations, the establishment of salespersons' file information, and the registration of bad behavior. Thirdly, a reporting and complaint system should be established to give full play to the role of social supervision. Fourth, strengthen the supervision and punishment, the insurance regulator of the individual agent's violations, should be investigated and dealt with in a timely manner.