What is insurance sales

What is insurance sales

Insurance marketing refers to a series of activities, including insurance market research, insurance product development and design, insurance rate setting, insurance distribution channel selection, insurance product sales and after-sales service, etc. Insurance marketing refers to a series of activities, including insurance product research, insurance product development and design, insurance rate setting, insurance product sales and after-sales service. This includes insurance market research, insurance product development and design, insurance premium rate rationalization, insurance distribution channel selection, insurance product sales and after-sales service and a series of activities. The following is my knowledge about insurance sales, welcome to read.

First, what is insurance sales and insurance marketing?

Insurance marketing refers to the insurance product as a carrier, consumer-oriented, to meet the needs of consumers as the center, the use of the overall means of transferring insurance products to consumers, in order to achieve the long-term business objectives of the insurance company's a series of activities, including the research of the insurance market, the development and design of insurance products, the insurance premium rate is reasonable, the selection of insurance distribution channels, the sale of insurance products and after-sales service and so on. The company's business is to provide a wide range of services and services to its customers.

Insurance sales is the act of selling insurance products, which is a part of the insurance marketing process. This link may be through the insurance sales staff (including direct and indirect sales staff of the insurance company) to recommend and guide consumers to buy insurance products, or consumers through the acquisition of relevant information to buy insurance products and complete the initiative.

Insurance sales is a crucial part of the insurance business. Insurance products can only be transferred to the hands of consumers in order to make the insurance product to produce utility and realize the purpose of insurance activities. Do a good job of insurance sales, can continue to expand the number of underwriting, broaden the underwriting surface, realize the scale of the insurance business, to meet the requirements of the law of large numbers, to maintain solvency, and to achieve the profit target of the insurance company.

Second, the main links of insurance sales

Specialized insurance sales process usually includes four links, namely: the development of prospective policyholders, investigation and confirmation of the prospective policyholder's insurance needs, the design and introduction of the insurance program, the answer to the questions and facilitate the signing of the contract.

(a) Prospective policyholder development

Prospective policyholder development is the process of identifying, contacting and selecting prospective policyholders. The development of prospective policyholders is one of the most important steps in the insurance sales process, and it can be said that the most important work of the insurance sales staff is to do the development of prospective policyholders.

1. Identification of prospective policyholders. For insurance salespeople, there are four basic criteria for qualified prospective policyholders: insurance needs, ability to pay, meet underwriting standards, and easy access.

2. Steps to develop prospective policyholders. First, obtain the names of as many people as possible; second, understand the situation based on these names, i.e., to confirm whether they are likely to become insurance buyers; third, establish a prospective policyholder information base and store the information of prospective policyholders; fourth, visit prospective policyholders through referrals; and fifth, eliminate unqualified prospective policyholders.

3. The way to develop prospective policyholders. Insurance salespeople often through unfamiliar visits, reason to open up, chain introduction, direct mail and telephone contact, etc., to understand the prospective policyholders interested in the product, to find out their real needs, so as to decide whether they need to interview or to agree on a specific time for interviews.

(2) Investigating and confirming the insurance needs of prospective policyholders

In order to confirm the insurance needs of prospective policyholders, it is necessary to conduct a fact-finding mission. That is, by analyzing the risk profile and economic situation of the prospective policyholders to determine the insurance needs of prospective policyholders, so as to design a suitable insurance purchase program for prospective policyholders. The content of the survey and analysis mainly includes:

1. Analyze the risks faced by the prospective policyholders. Different risks require different insurance plans. Each person's working condition and health condition are different, and each enterprise's production situation is different, which determines the risks they face are also different. Insurance salespeople need to obtain relevant information through surveys and analyze the risks faced by prospective policyholders.

2. Analyze the financial situation of the prospective insured. How much money a family or a business can arrange to buy insurance depends on how much money it has. A feasibility analysis based on the prospective policyholder's financial issues and their financial goals can help the prospective policyholder understand their financial needs and priorities.

3. Identify the prospective policyholder's insurance needs. After analyzing the risks faced by prospective policyholders and their financial situation, it is necessary to further identify their insurance needs. The risks faced by prospective policyholders can be categorized into mandatory and non-mandatory risks. For compulsory risks, it is best to adopt the solution of purchasing insurance, such as purchasing automobile third party liability insurance is mandatory', automobile third party liability risks are compulsory risks. Those who will bring a certain loss and burden to the family or business, but still affordable property risks, belong to the non-mandatory risk, if the family or business has the ability to pay for insurance, it can be insured; otherwise, it can not be insured, but to choose self-insurance or other risk management methods.

(C) design and introduction of insurance programs

1. Based on the information obtained from the survey, the insurance salesperson can design several insurance programs and explain the cost and coverage that can be obtained from each of the available options to suit the insurance needs of the prospective policyholders. In general, the first principles to be followed in designing an insurance program are? the principle of high loss preference? , i.e., a risk should be prioritized for insurance when the frequency of occurrence of a particular risk is low but the consequences of loss are severe. A complete insurance program should at least include: the subject matter of the insurance, the scope of the liability of the insured risk, the size of the insurance amount, the insurance premium rate, the length of the insurance period and so on.

2. Insurance program description. On the proposed insurance program to the prospective policyholders for a concise, easy to understand, accurate explanation. Generally speaking, the program description is mainly to introduce the recommended products, to explain the important information accurately, especially when it comes to the insurance liability, liability exemption, future earnings and other important matters, must confirm that the prospective policyholders fully understand the relevant content of the program, in order to avoid disputes.

(4) Answering questions and facilitating signing

1. It is extremely rare for a prospective policyholder to be completely satisfied with an insurance plan. If the prospective policyholder raises objections, the insurance salesperson should analyze the reasons for the prospective policyholder's objections and provide targeted answers to the prospective policyholder's questions.

2. The process of signing a contract refers to the process by which an insurance salesperson facilitates the signing of a contract by a prospective policyholder under the condition that the prospective policyholder basically agrees with the proposal for insurance.

3. Instruct the prospective policyholder to fill out the policy. The first step in the process of purchasing an insurance policy is to fill out an application. Although the policy does not have legal effect before the insurance company agrees to underwrite and sign the seal, the policyholder can not make any claim based on the content of their own fill in, but the policy is the policyholder to the insurer to prove the offer, but also the insurer's commitment to the object, but also to determine the content of the insurance contract is based on the insurance contract, and therefore, the policy is an important part of the complete insurance contract, once there is a problem with the policy may lead to contractual invalidity, or part of the contents of the invalid. If there is any problem with the policy, the contract may be invalid, or part of the content is invalid. In order to reflect the customer's true will to insure, safeguard the interests of customers, and avoid disputes over claims, it is very important to fill out the insurance policy truthfully, accurately, and completely, and insurance salespeople have the responsibility and obligation to guide and help customers to fill out the insurance policy.

When filling out the policy, the insured should abide by the basic principles stipulated in the Insurance Law of the People's Republic of China, fill out the contents truthfully, and ensure that the information filled out is complete and the contents are true. When special agreement is needed, it should be specially explained or indicated. After filling in the form and checking it carefully, the policyholder should sign or stamp the policy in person. Do not sign on behalf of the insured, the insurance agent practitioners on behalf of the policyholder to sign, otherwise, will make the insurance contract is invalid.

Third, the insurance sales channel

Insurance sales channel refers to the insurance commodities from the insurance company to the policyholder to transfer the process through the way. The choice of insurance sales channels directly restricts and affects the development and implementation of sales strategy. Choosing the right sales channel not only reduces the insurance company's operating expenses, but also contributes to the sale of insurance products.

According to the participation of insurance intermediaries, insurance sales channels can be divided into direct sales and indirect sales. Direct sales refers to the insurance company through their own sales channels to obtain business sales model; indirect sales refers to the insurance company through intermediaries (such as insurance agents, insurance brokers) to obtain business sales model.

(a) direct sales

The direct sales channel (also known as the? direct sales system?) is a sales channel that enables insurers and consumers to deal directly with each other. In the direct sales channel, the insurer strives to connect directly with the prospective policyholder, utilizing one or more media to lead the consumer or potential buyer to an immediate or appropriate response, such as purchasing or inquiring about an insurance product. Specific methods include:

1. Direct sales force sales. Direct sales force sales is the way insurance companies use their own staff to sell insurance products. This is a traditional insurance sales method, that is, the insurance company's own sales staff through the door or counter sales of insurance products.

2. Direct mail sales. Direct mail sales is a way of distributing insurance products or providing information in the form of printed materials through the postal service. Direct mail sales use a kit mailer that includes all of the information and forms that a prospective policyholder needs to make an enrollment decision and apply for coverage, typically including materials such as: a product description letter, or parent letter; a brochure describing a specific product; a means of providing feedback, such as an enrollment form or an inquiry form for more information; and a business reply envelope. The design of a kit mailer is first and foremost stylistically appealing to the target customer base, so that they are interested in selecting the kit mailer from a large number of mailings. The kit is mailed to the list of potential customers.

3. Telemarketing. Telemarketing is the use of the telephone to make sales. Telemarketing generally refers to selling using a specific phone line, which allows you to take advantage of discounts on direct calls to specific numbered areas. Telemarketing includes dial-out, dial-in, and a combination of both.

① Dial-out telemarketing. Outbound telemarketing is the process by which a company makes telephone calls to individuals in its target market to establish contact with potential customers, solicit business, and facilitate new sign-ups or increases in coverage for existing customers. Outbound calls can also be used to follow up on outgoing mail and to urge feedback from customers who have received mail but have not yet responded.

② Dial-in telesales. Dial-in telemarketing is a sales method that allows consumers to use a toll-free number to inquire about or order products. In direct sales, dial-in telemarketing is primarily used to support other direct marketing media by processing advertising feedback from the media. Insurance companies usually utilize toll-free numbers provided by the telecommunication sector to provide relevant services. When consumers call the company to inquire about insurance products or other matters, the company uses dial-in calls to sell products to consumers or to encourage customers to upgrade their existing policies by increasing the amount of coverage or increasing the scope of coverage, and to maintain existing business and expand new business by providing proactive service.

The CIRC issued and implemented the "Notice on Regulating the Development and Management of Specialized Telemarketing Products for Property and Casualty Insurance Companies" (OCI (2007) No. 32) in 2007, stating that telephony is a new type of business marketing model developed on the basis of the traditional telephony service, and defining telemarketing as the use of the telephone as the main means of communication with the help of the Internet, fax, postal delivery and other auxiliary services,

In foreign countries, telemarketing first emerged in the United States in the 1970s, and has now become one of the main sales channels for many internationally recognized insurance companies. In terms of property insurance, in 2006 there were 24% of U.S. car owners through the phone insurance on property, personal, liability and rights and interests of natural or legal persons with insurance interests, through the purchase of insurance and the insurer to establish an insurance contract relationship behavior. Car Insurance. In life insurance, Metropolitan Life Insurance Company of the United States began telemarketing in the 1980s.

In China, according to incomplete statistics, there are more than a dozen insurance companies to carry out telemarketing insurance business, and some of the companies' telemarketing business has taken shape.

The inherent advantages of telemarketing are mainly manifested in:

(i) Cheap price. Generally speaking, telemarketing is at least 15% cheaper than other sales channels. This is mainly due to the use of telephone sales significantly reduce operating costs;

(ii) fast and convenient. Through telephone sales to shorten and simplify the insurance, underwriting, payment and other links;

(c) conducive to the establishment of standardized, centralized mode of operation, improve operational efficiency.

But at present, China's telemarketing accounted for the proportion of business compared with mature foreign markets there is still a big gap, from the practical point of view, there are still a few relatively large obstacles:

(a) Consumer awareness of telemarketing is not very high, due to the integrity of the market construction and other reasons, many customers are still skeptical;

(b) the source of the customer's information is not very accurate, in addition. Due to the privacy issues involved, but also face certain policy risks, China's "Personal Information Protection Act" is also in the pipeline;

(iii) insurance companies to clearly explain the obligation to fulfill not in place, which may lead to partial invalidation of the contract.

In short, insurance telemarketing as a new business marketing model, its development prospects are very broad, through continuous improvement and refinement, will certainly promote the development of the insurance industry.

Link: Insurance company telephone car insurance operation process

Insurance companies generally telephone car insurance call center in the company's back-up management center. In order to achieve real transparency and credibility of the sales process, telephone car insurance to take ? National sales, full recording? The inbound consulting mode, all sales recordings are kept for more than 15 years, which ensures that the rights and interests of consumers are not infringed upon during the insurance process, and avoids disputes when consumers have no evidence to investigate; while the quality inspection department adopts the form of sampling, listening to the telemarketing process, and at the same time making 100% return visits to all the completed phone calls and customer complaints to ensure that the entire sales process is compliant, legal and effective. After the sales agent confirms the customer's willingness to take out the policy online, the company will arrange for the local branch service personnel to complete the policy printing, delivery, charging and other follow-up comprehensive service work.

The liability of telephone auto insurance is the same as that of other channels, and the local branch office is responsible for the subsequent claims service, so that customers can enjoy the same claims service as other local customers.

If the car owner has no way to judge whether it is the insurance company's telephone car insurance, or the impostor of the unscrupulous intermediary, the best way is for the customer to call the fixed service hotline of the insurance company to inquire about the insurance situation, and to confirm the identity and the insurance policy. The best way is to call the fixed service hotline of the insurance company to inquire about the insurance situation and confirm the identity and insurance policy.

4. Internet sales. Network sales is a sales method in which insurance companies utilize the technology and functions of the Internet to sell insurance products, provide insurance services, and complete insurance transactions online. Specifically, network sales is such a process: the customer by logging on to the insurance company's professional insurance services website, online selection of insurance products provided by the company. If they wish to insure a certain type of insurance, they fill in the online insurance policy and make an offer to insure. After the insurance company underwrites the policy, it makes a response of agreeing to underwrite the policy or refusing to underwrite the policy. The policyholder pays the premium online or through other means, and the insurance company receives the premium and sends the insurance policy to him/her. With the development of IT technology, it is foreseeable that the Internet as the ? the fourth media? will become the 21st century time-zone-free, borderless insurance sales tool.

(ii) indirect sales

Indirect sales (also known as? intermediary system?) It refers to the way insurance companies sell insurance products through insurance intermediaries, insurance agency practitioners and other intermediaries who have obtained qualification certificates in accordance with the law. Insurance intermediaries can not replace the insurer to assume the insurance responsibility, but only through the participation of the agent, sales promotion, the provision of specialized technical services and other insurance activities, to facilitate the realization of insurance sales. Indirect sales of specific methods are:

1. Insurance agent sales. Insurance agent refers to the insurer's commission, to the insurer to collect fees, and within the scope of the insurer's authorization on behalf of the insurance business units or individuals. Broadly speaking, at present, the agent in China's insurance market are mainly professional insurance agencies, part-time insurance agencies and insurance marketers of three types.

2. Insurance broker sales. Insurance brokers are based on the interests of the policyholder, for the policyholder and the insurer to enter into an insurance contract to provide intermediary services, and in accordance with the law to collect commission units. China currently only allows legal entities to engage in insurance brokerage activities. Insurers strive for insurance business through insurance brokers, thus realizing the sale of insurance.

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