How does marketing talk to customers?

Professionalism —— The Third Series of Professionalism of Marketers

Knowledge-based marketing is advocated in the marketing field, and an insurance salesman can only do this if he has strong professional ability. So, what is professional ability? Jian Hong, a well-known insurance marketing expert, believes that it is a very important professional symbol to make professional things clear in very simple words.

1, simplified expression

Speaking of major, many people will think it is a very profound thing. Some marketers think that specialization is a technical term that others can't understand. Jian Hong, a famous insurance marketing expert, believes that it is an important symbol of specialization to accurately express professional things in very simple language. "When talking about insurance, we must be very professional. We can make the insurance clear in a few words and reflect our professional level. " He believes: "Insurance salesmen should explain insurance clearly in only three sentences according to the customer's position, so that customers can understand."

When talking about insurance for customers, Jian Hong made an analogy: The so-called insurance means that you drink water by yourself when you are thirsty, and give the water you don't want to drink to the insurance company. When you are thirsty again, the insurance company will give you several glasses of water.

Many marketers and customers don't like the physical examination of survival survey, which is very boring. But after fully understanding insurance, professional ability can help marketers turn unfavorable factors into favorable ones. Jian Hong told his customers, "Congratulations on becoming our VIP customer. VIP customers can enjoy regular free physical examination. Our company will establish medical examination files and family service files for you to serve your whole family for life. "

Wu Xuewen, a famous insurance training master, believes that life insurance can be explained in three sentences, which solves three life problems: First, the problem of living too long; The second is the problem of short life; The third is the problem of poor life. To make these three sentences clear, it is impossible to support them without sufficient professional ability.

So, how to improve your professional ability?

2. "Books have their own golden houses"

Liu Cuihua, senior business manager of China Life Shijiazhuang Branch, has been engaged in insurance marketing for more than ten years. She is now a member of the American Million Round Table. When talking about the professional ability of marketers, she said: "To improve their professional ability, we must first start with the idea of entering this industry and understand why we want to do this industry? Only by answering questions in front of customers can we lay a solid foundation for the future exhibition industry. So how to improve your professional ability? I think the most important thing is to study for at least half an hour every day. You can read books for half an hour when you get up in the morning, or read today's news information for a while when you sleep at night, so that you can have a thorough understanding of the knowledge problems or difficult problems you encounter in the day, so that the same problems will not appear in the future.

Books, newspapers and periodicals are important tools for marketers to improve their professional ability.

As long as you pay attention, you can find the books you need in many places. Once, Liu Cuihua came across a book about insurance knowledge in the bookcase of a customer's house. She immediately turned all her attention to the book, and the client saw her mind and showed it to her understandingly.

Another client who studies law thinks he knows insurance clauses very well, and insists that many clauses are "deceptive". Liu Cuihua then told her everything in detail, citing examples of places where customers questioned. Two days passed and the customer accepted the insurance.

Liu Cuihua believes that if you don't usually accumulate knowledge by yourself and learn some non-professional knowledge from books, you may be easily asked by customers, leading to the failure of the exhibition industry. Marketers should learn the professional knowledge of dealing with emergencies, and speak appropriately and do things appropriately when meeting customers. At present, she is still reading China Insurance Marketing Weekly, which she thinks plays a great role in improving professional quality.

3. TV programs

Bring more professional content.

Liu Mudan is an excellent manager of Pacific Life Shanxi Branch. She likes to learn from TV programs, especially watching the economic channel.

"Some insurance cases on TV can give us some inspiration, from which we can learn how to deal with similar incidents. Through TV explanation, you can better communicate with customers. If customers also watch the same financial program you said, I believe communication will be smoother. " Liu Mudan said.

"I watch the evening program of the Economic Channel every day, because I have to go out to meet customers during the day, so I can only have time to relax at night. But this time can't be wasted. You can watch some specific cases on TV to help your exhibition industry. " Mr. Zhang of China Life Insurance Beijing Branch told the reporter. And the programs he must watch every night, such as "Economic Half-hour", are, in the words of Teacher Zhang, "TV programs that enhance personal professionalism and make my exhibition career smoother than before."

Mr. Zhang had a very clever experience: one day last year, he just watched a program called "One-stop Insurance" on Qinghai Satellite TV, which told a claim settlement case. He recorded the handling process in detail and learned some skills from it. And that weekend, he met the same situation. Although it was difficult, Mr. Zhang finished it quickly. He said that it was this case on TV that benefited him a lot.

4. Learning knowledge on the Internet

"Professional ability is the ability of self-management. When we find a problem in peacetime, we should immediately solve this problem through the high-tech Internet. " Han Hongliang of Xinhua Life Insurance Tianjin Branch said. He believes that professional ability can be improved through the Internet and software programs related to insurance. At present, the notebook computer is an essential tool for his exhibition industry. He said that to develop high-end customers, it is necessary to update equipment and use high-tech professional tools. Notebook computers are naturally the first choice. When visiting customers, you can intuitively demonstrate insurance software to customers and make things on the computer come true. In addition, you can update your knowledge at any time to make customers feel professional. Finally, you can learn more comprehensive knowledge faster by using the Internet.

Yang Qing of China Life Tacheng Branch is very much in favor of learning knowledge on the Internet. Once, she visited a client who was very interested in fund investment. As a result, Yang Qing began to learn the basic knowledge of funds from the Internet to enrich his insurance knowledge. Finally, the customer was successfully developed.

Wang Hao of China Life Insurance Hainan Branch spends a lot of time browsing all kinds of information on the Internet every day, which is very effective in improving his professional ability.

It is understood that various financial websites are important channels for learning knowledge and understanding information. At present, China Insurance Network, as the most authoritative insurance information platform in China, has attracted the attention of more and more marketing partners.

Profession comes from accumulation.

faint voice

When meeting a customer, it is likely that the customer will ask some unexpected questions. Only by constantly improving their own quality and professional ability can we give customers a good explanation.

—— Liu Mudan of Pacific Insurance Shanxi Branch

To improve one's professional quality, one must first pay attention to one's own study. Different customers we meet will have different needs, and their problems and concerns will even be different. Therefore, if you just blindly apply some words, you may get a lucky signing, but this is not a long-term solution.

—— Ms. Wang of Taikang Life Insurance Beijing Branch

In order to improve personal professionalism, we should accumulate knowledge anytime and anywhere. Usually, the exhibition industry will feel that there is not enough time and it should be highly concentrated. When visiting customers, you should not only sell insurance protection to customers, but also learn other skills from customers.

—— Liu Cuihua of China Life Shijiazhuang Branch

It is very important to establish a professional image in front of customers. In front of high-end customers, we should establish a personal image. After locking in customers, we should minimize the competition with others, so that customers can trust themselves and buy insurance policies.

—— Han Hongliang, Tianjin Branch of Xinhua Life Insurance

I spend a lot of time dealing with strangers in insurance marketing. Some customers with better economic conditions think that insurance is a tool for financial management and have never been exposed to it before. We should guide them to apply theory to practice. The needs of customers are different, so we should consider what others can't think of from the customer's point of view.

—— Chen Yongli, Xinjiang Branch of Xinhua Life Insurance

If you want to get good grades, the most important thing is to improve your personal professionalism. To improve professional ability, we should read more books, such as newspapers and magazines, from which we can learn both news information and fact reports.

—— Mr. Zhang of China Life Sichuan Branch

Background color of occupation

Motivating master

Story:

Colette, the head of the circus, has been worried about a group of monkeys for several days. The reason is this: the circus has just caught a group of monkeys from the mountains. Because they are wild and difficult to tame, some animal trainers are angry with these monkeys. Animal trainers complain that these wild monkeys are too difficult to deal with, and their wildness is hard to change. Better give up taming them. Animal trainers also cited many examples to prove their conclusions.

They tried many methods. For example, give monkeys what they like to eat, but they just eat and don't work. If you want them to learn to ride a bike, or do some simple handstands, climb telephone poles, or just make faces at the audience or play, they just don't do it, and hide when they see the animal trainer. Later, the animal trainer tried to put them together with the domestic monkeys, hoping that the domestic monkeys could communicate with them and guide them to learn to perform. Who knows, those wild monkeys actually beat the domestic monkeys black and blue, making the domestic monkeys afraid to stay with them.

Just when Colette decided to listen to the trainer and give up taming these wild monkeys, he suddenly felt that he would go and see for himself before making a decision. After a period of observation, Colette made an amazing discovery. In order to test whether his findings are correct, he called all animal trainers to the scene to witness.

Colette first asked people to take out all the simulated photos of animal trainers. The simulated photo is almost as high as the real person. Everyone has two photos, one with a grim expression and a scowl, and the other with a bright smile and affability. As soon as these simulated photos were taken out, they caused a sensation among animal trainers. Everyone didn't know what medicine Clete was selling in the gourd, but in order to find out the real intention of the head, the animal trainers didn't say anything, just stood by and watched quietly.

Clete first showed the angry photos of the animal trainer to the wild monkeys. As a result, the monkeys were scared away, and some tried to tear those photos with their claws. After a short rest, Colette met the monkeys one by one with the smiling faces of the animal trainers. As a result, a miracle appeared I saw those monkeys who are usually wild and hard to change. They even quieted down and smiled at those photos. Although the monkeys laughed uglily, their funny looks amused everyone present.

Finally, Colonel Colette turned to the suspicious animal trainer and said slowly, "You all saw it now. What monkeys need is your sincere smiling face, not your angry face. Maybe you don't understand how I got these photos. I secretly had these photos taken. Those angry photos are the way you train monkeys, and those smiling photos are the way you get paid from me. Now the problem is clear. If you work with pay, the work will not be so difficult. "

Answer:

In life, each of us actually has two faces like this. When we benefit, we will be happy with the spring breeze. On the contrary, when we need to pay, there are often dark clouds and even anger. If we work hard in our career with a smiling face when we benefit, we will certainly reap more smiles.

Exercise:

Every time I train, I will let my partners stretch their limbs, then rub their grim faces and smile. I tell you: "laugh, you laugh, life laughs!" " "

Life is an intellectual game, and hard work alone is not enough. But the challenge of life lies in its hardships, as the ancients said: Nine times out of ten, life is not satisfactory. Nine times out of ten, things are not satisfactory, so it is no wonder that most people in life are grim and forced to smile. But life is actually a mirror, which often reflects our expressions. If you smile at it, it will smile back at you and succeed. You frown and cry at it, and it gives you color, pain and melancholy. Therefore, I often say to my partners, "Nine times out of ten, life is unsatisfactory, but wise people often look at one or two things, so that only one or two happy things will stir in their hearts, and everything will be smooth with a smile."

I have worked hard to practice this principle and gained so much.

I will try my best to adjust my spirit to the best state before meeting clients (staff) every time, because I know that only in this way can I infect each other, eliminate pressure and resonate. When I am a happy messenger, the rejection of customers is naturally much less. Really, you are a god, you can create a happy paradise, and of course you can make life a hell.

A few days ago, I went to Nanjing on business. When chatting with my old friend and teacher, Mr. Wang Hui, general manager of Taikang Life Insurance Nanjing Branch, he mentioned a past event with emotion. 200 1 year, he was the general manager of Guangzhou Taikang, and I was his deputy. At that time, a senior manager of the same company brought more than 20 partners to Taikang. I met with them and listened to their ideas. I presided over the discussion. At the beginning, I kindly invited them to introduce themselves and know their names, qualifications, specialties and future dreams. When everyone introduced themselves briefly, I listened carefully and made a brief record. After everyone introduced them one by one, I am sure I will invite them to join Taikang, because I secretly wrote down the names and needs of each of them. The symposium was a great success, and an hour and a half passed quickly. Before summing up, I called out the names of the great experts one by one to encourage my own ideas. When I called out seven or eight names in a row, they were already surprised. When I spoke easily about the names and needs of more than 20 people I met for the first time, everyone's face lit up and admiration was beyond words. Of course, the result can be imagined.

Afterwards, when someone shook my hand and marveled at my superior memory, I smiled and told them, "Good memory is only a small factor. The key is that I care and pay attention, and I really want to help them realize their wishes and succeed. "

Indeed, the greatest wisdom in life is love. When you do things with love as the starting point, you will glow with unlimited potential and convey strong goodwill. And this feeling of love and kindness is easy to pass on to each other. When the other party receives this strong message, it will resonate with you consciously or unconsciously, and trust and trust will be formed.

Life and career have their basic laws. Those who master and make good use of the law enjoy the beauty of life, while those who don't know the law and follow it with their heart can only meet in an accidental world. In contrast, the difference is too great.

Enlightenment:

1, your world is your mood, your mood is your face. Those who are full of love, happiness and self-confidence will create a rich life. So instead of bearing the heavy pressure of life and career, why not smile at life and look forward happily?

2. Career achievement is the fruitful fruit on the tree of life. Keeping the background of life full of joy and joy is the foundation of fruitful career.

Smooth sailing career, high position, sweet affection and abundant money are just temporary gifts given by the creator, and struggle and sailing against the current are the longest faces in life. On this road, I am willing to love and struggle.

How to convince customers who are dissatisfied with insurance services

Classical rhetoric

The phenomenon of service problems generally exists in all walks of life, which is regrettable, but from another perspective, as long as we pay attention to it, it is also the driving force for all walks of life to improve their professional quality and work style. It is normal for the young insurance industry in China to have service problems during its development. When friends talk about the service of insurance companies and insurance salesmen, don't be impatient. We need to calmly analyze which link the other party refers to, whether it is our professional level, service attitude or subjective malicious deception. Is it the other person's personal experience or hearsay? Only by finding out the situation can we solve the problem. At present, many of our marketers are still facing such problems. How to solve these problems, relieve customers' grievances and accept our services?

Question 1: Where is the salesman who sells my insurance? Who are you?

A: Hello! My name is Wang XX, and I am a person sent by our customer service department to provide after-sales service for you. You bought this insurance through the insurance agent Li XX. You have this insurance so early, and you have a strong sense of insurance. Anyway, I made the right decision to buy this insurance. Today, the agent found another job. He has stopped selling insurance policies, but the after-sales service of insurance policies is done by our department. Please rest assured that your insurance contract will not be affected. The purpose of my coming here today is to let us know each other. Second, there must be many shortcomings in the past services. The purpose of my coming here is to ask for your opinions and suggestions so that I can serve you better.

Question 2: Your salesman's service is not so good. I'm not going to buy any more insurance.

A: Aunt, that's right. You are dissatisfied with the service of the insurance agent who sold your insurance at the beginning, and I can fully understand your feelings. Everyone wants the products and services they buy to be good. In fact, all the insurance products you bought at the beginning were very good. If you have a complaint about the agent's service, does it mean that the other party rarely contacts you after selling you the insurance policy? Or you find him only to find that the other party has changed his contact information; Maybe you heard that people no longer work in the insurance company, and you are worried that no one will serve you from now on. Is that so? If so, I also think it is inappropriate for the other party to do so. However, I want to say more than that. In fact, the most important thing in insurance service is to design the best insurance scheme for customers, and the other is to help settle claims after an insurance accident. I just read your insurance policy. From a professional point of view, its coverage is not enough. This may not be the fault of the last agent. When you bought insurance, there were not so many insurance products. In any case, the benefits we get from the product function itself must be relatively more important than enjoying a service. So I still suggest that you consider making a comprehensive plan for yourself first. I can provide you with these. Of course, it's entirely up to you to accept it or not. what do you think?

Question 3: There is something wrong with the quality of the salesmen in your insurance company. I will consider buying insurance in the future.

You're right. There are many salesmen in insurance companies, some of whom are not high in business level and have some problems in comprehensive quality. However, most of them are also the worst performers among insurance companies. Now everyone knows the importance of insurance and knows a lot about it. The professional level is too low and the service attitude is not good. No one will go to such a salesman to buy insurance. In fact, this problem exists not only in the insurance industry, but also in all walks of life. Where there are crowds, there are left, middle and right. Even in a disciplined place like the army, there are some unqualified people. This is normal. The crux of the matter is whether we can choose an excellent insurance salesman to serve us when we buy insurance. The perfection and development of everything is a process. I wonder when the so-called ideal insurance environment will emerge. We can't neglect our own protection just because we are waiting for that ideal insurance environment. Since buying insurance is a legal contract, it is better to let national laws safeguard the rights and interests conferred by our insurance contract and regulate the business behavior of insurance companies. Do you think that's the reason? In a word, we can't forget what we really want because of choking on food.

How to effectively deal with rejection

Once a week.

In the process of life insurance marketing, there will be many rejection problems due to prospective customers' concerns about safety (such as fear of losing money), emotional influence (on themselves and salesmen) and understanding of insurance concepts. How to face and deal with these problems?

First, ease the turning point method. That is, in the face of the refusal of prospective customers, we don't argue immediately, but first repeat the relevant words on the opinions of prospective customers to cushion the resistance, and then turn the topic to the past and put forward our own requirements or opinions again. Discourse patterns can be expressed as follows: "I can understand your feelings. I (others) felt the same way at first, but then ... ".

This method is more practical in communication, such as telephone interview. When the prospective customer refuses to meet on the grounds of sending information, he can try to meet again in this way: "Mr. A, I'd like to do this, but this financial plan is not a manual or guide. You can only use it after you really understand your personal needs, which is why I have to explain it to you face to face. I don't know if 9 am on Tuesday or 3 pm on Wednesday is convenient for you? "

For another example, the prospective customer said, "I have relatives and friends working in an insurance company." You can also deal with it this way: "Mr. A, if your friend is your insurance professional, I believe he must have provided you with many perfect services." At the same time, I want to offer you a plan that will not conflict with your friend's service. You can compare it in many ways. Do you think we can meet at 9 am on Tuesday? "

Second, homeopathic consultation method. That is, when a prospective customer asks a refusal question, he doesn't have to explain it in a hurry, but throws the question to the other party in a consulting tone. "May I ask you, why do you use classic language ...? "Here is a word that refuses to be processed for reference:

Prospective customer: "Not bad! But I want to think about it again! "

Agent: "I understand how you feel. Why do you want to reconsider? "

Potential customer: "I have to discuss it with my wife." She has never been interested in insurance. "

Agent: "I understand your feelings, but you really like this plan, don't you?"

Prospective customer: "Yes!"

Agent: "It's really your kindness to consider buying this plan, isn't it?"

Prospective customer: "I really think so!" " "

Agent: "I can understand how you feel. Why do you think your wife has always been uninterested in insurance, which will prevent you from making this plan effective today? "

Third, the grafting method. That is, in the face of customer rejection, instead of dealing with it, we will focus on another topic. For example:

1. Potential customer: "I'm not interested in insurance."

Agent: "I know you are not interested in insurance. Can I ask you a question: You spend 10 yuan, and I will give you 1000 yuan. Will you? " Say 10 minutes, and you will have unexpected gains ... "

2. Prospective customers: "Many salesmen of insurance companies have been here."

Agent: "Indeed, many salesmen are close to you for such a good customer. What do you think of insurance? "

There are many overlaps between this method and homeopathic consultation.

Four, straightforward, examples are as follows:

Prospective customer: "Let's talk about it later."

Agent: "Actually, many things can wait, but people's birth, illness and death can't wait until we are ready. Today, I especially introduce the concept of insurance to you, so that you have the opportunity to make a comprehensive preparation for the future. "

The above four methods are often used in refusal, but don't copy them mechanically, learn to adapt to local conditions, use them flexibly, grasp the essence and eliminate doubts; At the same time, we should also pay attention to several details: first, keep friendly; The second is generous demands; Third, no matter what happens in the end, we should end the dialogue amicably.

Confidently face high-end customers

I'll host the column "Standing at the Top". I hope this column can build a bridge between experts and give all readers a chance to share.

host

Yuan

Stand at the high end

Yuan (Moderator): Some marketers often have some psychological pressure when dealing with high-end customers. How can they be naturally confident when dealing with high-end customers?

Zheng Hong (IQA International Quality Award in 2003, Excellent Director of Ping An System in 2004, Top Ten Excellent Sales Managers in Shandong Insurance Industry in 2005 and 2006): Good first impression.

1, break through the psychological barrier, supercilious:

Most practitioners have a kind of pressure before contacting successful people, and they are at a disadvantage in all aspects. I remember my old customer introduced me to an excellent entrepreneur, and I asked him about his related information and hobbies carefully ... The old customer joked with me and said, "Don't be nervous, he just has two stinking dollars more than you!" " One word awakened the dreamer, and finally we met happily for the first time. Have a confident sunshine mentality.

2, pay attention to individual thinking mode:

Life insurance marketing emphasizes personalized sales, and its unique way can leave a deep impression on customers. Many successful people are lofty and even pretentious. On a strange visit, I met an extraordinary person and asked your name. The brother said, "Don't ask me my last name, there is no one here who doesn't know me." I smiled and replied, "Then I'll call you Mr. Wang!"

3. Make a good first impression:

The first impression of interpersonal communication is very important, which can make the success rate reach 80%.

Before meeting, package yourself according to the customer standards you see, and learn about the relevant information of the industry you are involved in, so as to facilitate communication. Appropriate praise, appropriate language.

I once went to see a boss who was engaged in highway construction. Before I went, I learned that this person likes calligraphy and dresses casually. I didn't wear too rigid professional clothes when I met you. After greeting, I looked around the office and saw a word on the wall-"Tengfei", vigorous and powerful, with a free and easy personality. I looked at the calligraphy and painting and said, "Manager Zang, this is your handwriting!" ! Free and easy is really like meeting people. From the word' soaring' to the writing style, you can feel the coordinates of Zang Zong's career and life. I know many entrepreneurs, but it's rare to have an elegant personality like you. You deserve to be a Confucian businessman. "General Zang laughed after hearing this, so he spoke naturally.

4, comprehensive professional knowledge and all-round service value:

An excellent practitioner should be good at capturing and mastering all aspects of information, so as to have more conversations with customers in the process of communication, understand their urgent needs and preferences, and establish long-term trust and cooperation with customers.

5. Establish personal and team brand values and integrity:

In the traditional culture of China, there are sayings of self-cultivation, keeping the family in order, governing the country and leveling the world. Be a man in advance, every client is his mentor. Only by constantly enriching yourself with its essence and cultivating your self-cultivation can you have the opportunity to contact and operate more high-end customers and become a better mentor. I think life insurance management is to manage life!

Chen Mengmeng (member of previous summits in Ping An Life Insurance Company of China, China, MDRT): Abide by the service promise.

Every salesperson has his own standard high-end customers. I am used to defining the customers I contact as relatively high-end customers, who have received higher education, worked hard, pursued quality of life (definitely not just money), and their income is about 10 times higher than the local average wage.

In the process of interacting with them, we should gradually understand their knowledge structure, hobbies, life goals, life rhythm, expectations for children or families, attitude towards work, requirements for employees, colleagues and subordinates, and planning for enterprises.

As a financial manager who helps customers plan risks and arrange hard work to earn money, we should discuss with customers according to their expectations and determine their future needs. Sometimes we will encounter such a situation that customers have some needs and plans at this stage, but they are not future needs. Such customers are often very strong. At this time, we should dare to adhere to professional advice, bring correct ideas to customers, and not blindly follow their ideas. In less than 10 years, the final design scheme will be useless. Our design plan is to meet customers' requirements as much as possible when they encounter difficulties in the future.

When introducing professional knowledge to customers, don't be so careless. Never use words like, almost, seemingly, near, roughly, roughly and roughly to express professional content and service process.

It is particularly important to stick to one's professional ethics and conduct and be an out-and-out executor of industry and company rules and regulations. We must consider whether we can fulfill our service promises to customers, and we must not make false promises to services that the company does not yet have. It is particularly important to note that a salesman's personal commitment is pale. No matter how hard this man works, he will retire! Be sure to introduce clearly what you can do according to the actual situation of the company and inform customers when there are new services.

Regularly check the insurance policy for customers, so that customers can understand the coverage and shortcomings of the insurance policy so as to adjust it.

In addition, punctuality, words and deeds in line with social etiquette, lifelong learning habits, as far as possible to enrich their knowledge, simple and elegant clothing, in line with professional image, concise and fluent language expression, strong logic, etc. are all things that need attention when communicating with customers, especially high-end customers. (Zheng Hongchen MengMeng)