Guest: Zhou Jianjun, General Manager of Shinan Branch of Qingdao Branch of Xinhua Life Insurance Company.
Zhang Chunxia, manager of training department of Liaoning Jinzhou Central Branch of New China Life Insurance.
Shi Guanglei, Marketing Manager of City Headquarters of Liaoning Jinzhou Central Branch of New China Life Insurance.
The Spring Festival is coming, and it will usher in the most exciting prime time of the year. So,
Zhou Jianjun: From the marketing point of view, "making a good start" is a stage of marketing work. The key to controlling business rhythm is to help business partners develop correct display habits.
"think twice before you act, don't fight unprepared." In the early stage of "getting off to a good start", careful planning is needed to create a good atmosphere. In terms of performance, "a good start, four seasons red all year round" can lay a solid foundation for completing the annual goals and tasks; As far as team building is concerned, winning the "good start" campaign can better stimulate the confidence of the team and mobilize and stimulate the marketing enthusiasm of the team. During the long vacation, you can increase the number of people at work, put forward the idea of billing for the New Year in the team, make full use of the favorable opportunity of the Spring Festival holiday and the gathering of relatives and friends, do a good job in personal promotion, and seek potential resources, which can not only issue bills, but also increase the number of people. In the later period, we should constantly sum up and analyze, strengthen follow-up supervision, overcome post-holiday inertia, and make a final sprint for the "good start" activity.
Zhang Chunxia: The Spring Festival is the time when people are most willing to dedicate themselves and greet customers. For marketers, it is also the best time to sign the bill. Grasping the psychology of customers and making use of holidays will be the key to success.
First of all, visit more and get to know more people. Years ago, many people who worked outside the home went home one after another, which increased the number of visits and gave them more opportunities to deepen their understanding and establish friendship with people they didn't meet often. Of course, at the beginning of meeting, we still give priority to caring and blessing, and leave a good impression on others through sincere greetings and care. Secondly, deepen communication and strengthen ideas. For further follow-up of Class A and Class B customers in the early communication process, it is best to visit them at home during the Chinese New Year. First, customers will not refuse the arrival of guests; Second, when it comes to health, financial management and other topics that people care about, everyone cares; The third is to seize the opportunity and promote it as soon as possible. During the Chinese New Year, customers concentrated their funds. For customers with financial needs and a strong sense of risk prevention, it is necessary to take time to promote it, because insurance financial management has become a very important means of family financial management in today's society. Through the excellent node of the Spring Festival, customers can prepare for their happy life in advance, which will also be accepted by many customers. Of course, for customers who have not been promoted, we should continue to do a good job of follow-up visits and let them become prospective customers who will sign the bill in the future.
Zhou Jianjun: During the festival, contact with old customers by giving gifts, giving "blessings" and other activities, recommend additional risks to old customers with related needs, or further strengthen the relationship with customers by holding customer friendship meetings and annual personal appreciation meetings, enhance customers' willingness to buy insurance products, introduce them to prospective customers who have not signed the bill, and seek further communication and promotion.
In order to preserve and increase the value of one year's hard-earned money, many people realize the importance of investment and financial management. It is indeed a good choice to buy an insurance that suits them with part of the year-end bonus. If the family insurance is insufficient, you can use the year-end bonus to supplement it. The main types of risks involved are accidents, major diseases, education funds, old-age insurance, etc. You can also use part of the year-end income to buy different types of combined dividend insurance, which not only guarantees, but also realizes value-added; Not only can you help yourself to plan your financial management reasonably, but you can also get dividends and cashbacks of various dividend insurance every year.
Zhou Jianjun: First of all, we should be modest. In the process of visiting customers, it is often necessary to have the habit of superiors checking subordinates and leaders checking leaders. So be sure to visit with a modest and prudent attitude and warm service. The second is to be careful. Through careful planning, avoid the routine phenomenon during the visit. The third is to be unique. During the Chinese New Year, we can temporarily stop talking about "sick" products such as personal accident insurance, avoid those unlucky words, and focus on investment and financial exchanges.
In the new year, most customers will have new considerations about financial management. We can easily talk to our customers about asset allocation in the new year with the attitude of friends and professional advantages, and our customers will accept our suggestions more easily.
Shi Guanglei: The Spring Festival is the most important and special festival in a year, and it is also the best opportunity for marketers to develop their business. Because of this, we pay special attention to visiting customers during the Spring Festival.
The Spring Festival is very different from other festivals, and people place more emotions on it. At this time, customers generally do not refuse to visit. In addition, the Spring Festival is a special period. Children will get lucky money and adults will get year-end bonus, which is incomparable to other festivals. In other words, customers have a certain cash flow, so it is relatively easy for marketers to develop the Spring Festival exhibition industry; At the same time, the Spring Festival is also the easiest time for us to meet customers. People are very friendly in the festive atmosphere, which is actually an excellent opportunity to communicate with customers in a year.
Need to remind marketing partners that it is very important to use tools skillfully when visiting during the Spring Festival. The word "Fu" and couplets are the best display tools for marketers at this time. Marketers come to visit on the grounds of praying for blessings and send customers a Chinese New Year calendar, couplets and the word "Fu", which is generally accepted by customers. For new customers, in addition to sending the word "Fu" and couplets, marketers can use the market survey form, which sets some questions about customers' personal and family information, so that we can collect customers' information and make a good reserve for the future exhibition industry.
Shi Guanglei: The Spring Festival is a festive day. You must use the right words when visiting customers. During the Spring Festival, customers are immersed in joy. When visiting, don't mention inappropriate words such as birth, illness, death and unexpected events. And combine the advantages of product name to communicate with customers, such as auspicious supreme, honorable life, health and happiness. To make it easier for customers to accept.
In the process of visiting customers during the Spring Festival, except for the market or customers' families, it is necessary to stagger the first three days, because most people have to visit relatives and friends or have other important arrangements during these three days, which can be in front or behind. The specific words depend on the specific situation of the customers you are facing. If you are an old customer, learn about the customer's recent living conditions on the grounds that the company is grateful to give back to customers in the new year and do free policy inspection for customers, so as to make preparations for adding insurance to customers in the future. For new customers, when we send small gifts such as "Fu" and couplets, we can show our customers the introduction materials of the company's newly launched products and ask them to fill in the information questionnaire prepared by the company in advance. After accepting the blessing gift, the customer will generally help to complete the information survey. In addition, in the grasp of the length of the visit, the time for old customers can be slightly longer, while the time for new customers should not be too long.
Zhou Jianjun: The service is endless. In a period of connecting the past with the future, the business has come to an end temporarily, so it is necessary to make a careful inventory of the services. When providing services, we must master the standards for judging the quality of basic services, meet customers' requirements, stand from customers' perspective, listen to customers' voices, always pay attention to customers' evaluation and satisfaction, and try our best to improve service level and quality. We must abandon the desperate pursuit of high performance, neglect of service and neglect of customer interests, and instead take customer satisfaction as the consideration scale, and take comprehensive operating efficiency and long-term sustainable and healthy development ability as the management and development concept.
Zhang Chunxia: Service is sales. Through satisfactory service, we can gain customers' trust and loyalty, promote the efficiency and effectiveness of sales, and obtain continuous customers, so that our life insurance marketing can develop sustainably. Especially in the Spring Festival holiday, it will bring more opportunities for marketers to visit customers, and warm and caring customer service will achieve more obvious results and create more value.
Customer service during the Spring Festival is divided into two categories according to whether the customer clinches a deal or not: the service of the clinching customer. Because this kind of customers have already bought the insurance policy in our hands, they have higher trust in us and higher acceptance of insurance than those who have not signed the bill. We should provide more comprehensive and in-depth services to such customers in the form of old friends. In addition to professional guarantee, claims settlement and regular return visits as insurance practitioners, we should also provide consulting services on insurance financing for customers. Customers who have not completed the transaction, that is, customers who have not signed the bill, may have doubts about the company, products and trust in us, so it is necessary to enhance customers' willingness to buy insurance through regular insurance seminars.