I deeply love the China-China method, not because sharing it can bring me vanity, but because it gives my work a super power.

people who truly master this method can create value for the company or add value for themselves in any position. They won't complain about taking on strange projects, but are happy to meet new challenges, apply magical algorithms and deconstruct a new industry.

Because of my convenient work, I connect with the top domestic insurance companies and insurance marketing guru every day, so I try to deconstruct the top companies and individuals in this industry with this method.

1. Industry research and insight to ensure that business is on the right track

1. Is insurance a lie?

This problem has been bothering me for a long time. I often hear that "one person sells insurance, and the whole family is shameless". The "business" of insurance is really low. At the beginning of my docking with the insurance big coffee, I didn't agree with this business and these elites in my heart, and even thought they were just smart businessmen.

Until one day, I saw a video on bilibili about the origin of insurance. The video said that the prototype of insurance first appeared in the code of hammurabi. In order to avoid fire, the king asked everyone to pay for storing water in the vat.

It is also said in the video that in the era of black trade, black people's lives were the first target. Later, sailors began to arrange insurance for themselves. To put it simply, if I do this trip, I will make money when I come back alive, and if I die, I will also give my family a sum of money.

when I saw this place, I felt warm in my heart, because the original intention of insurance is beautiful, full of love for a better life and care for my family.

2. Why is the "standard" of the insurance industry so low in China?

the negative news about insurance is endless.

For example, there is a saying that the real purpose of insurance companies to recruit so many people every year is to ask these new people to buy insurance for themselves and their families.

For another example, the quality of employees is not high. Sometimes, in order to make a bill, they will selectively tell customers some terms, which leads to many problems in real claims settlement.

even some products with LOW cost performance have the phenomenon of upside down premium, which leads to the impression that dry insurance is a very low career choice.

3. Why are there so many people doing insurance? Why are the people I connect with respected, and they can earn millions and millions a year?

generally speaking, there are three main reasons: first, the demand is strong, and it is really growing; Second, separation of production and marketing; Third, the quality of personnel is high.

1) The demand is strong, and it is really growing.

My friends around me will more or less provide some commercial insurance for themselves and their families. At worst, they will also have medical insurance on Alipay, and our insurance density is far lower than that of developed countries (insurance density refers to the average insurance premium of permanent residents in a limited statistical area. It marks the development degree of insurance business in this area, and also reflects the economic development and people's insurance awareness in this area.

the China-China method says that the bigger the social problem, the greater the business opportunities, and how much money you want to earn depends on how hard it is to solve this problem.

this is a market worth cultivating, which can ensure that the track is long enough. it is important to find this when we do research, because we need to ensure that the track where the customer is located or the new track we choose for him must be a track worth cultivating.

an insurance broker said that the current contradiction in the insurance industry is the contrast between people's growing insurance demand and the unprofessional insurance practitioners, which is also the reason why there is a huge dividend in the insurance industry.

She also said that if a person wants to make great progress, he should find a long ramp and wet snow, so that the snowball can roll down for a long time. Each of us will not depreciate because of our age, but will form more and more potential energy and become more and more valuable as time goes by.

2) separation of production and marketing.

There is a magical job that is getting better and better in China.

traditionally, a salesman represents the interests of an insurance company and sells the products of his own insurance company to customers. But now there is a profession called broker, who represents the interests of customers and selects the products of various insurance companies that are really suitable for them.

This kind of occupation is similar to "housing agency". They don't produce or own houses, but help customers choose the houses suitable for them. This occupation is popular in developed countries such as the United States and has developed rapidly in China in recent years.

3) The quality of personnel is high.

They are born with a master's degree and a doctor's career. They have a good academic background and social resources. Besides their original respect, they also rely on the professional performance of the insurance industry to win more respect and trust.

They often start by buying insurance for themselves, get to know the industry, find out the dividends of the industry, and then start to do it themselves, and once they do it, it will be out of control. Some people set up a team of 1,811 people in six years, and some people easily earn millions or even tens of millions a year.

I am deeply interested in these people and their organizations.

second, industry analysis, competing company 4P research

which insurance brokerage company is worth entrusting?

Just like buying a house in Shanghai, I would rather spend 1.7 points to choose a chain home than just 1 points to choose something else. Millions of transactions can't be sloppy. Fortunately, I found a chain home in the insurance brokerage industry-Mingya.

"If the sun and the moon are constant, there will be a way in the end", which is the value of Mingya. Founded in 2114, it took the lead in introducing the concept and service of brokers into the personal insurance marketing field in China. It was also this sentence on the verge of bankruptcy several times, which made it persist, survive and grow.

In the early days, it was like seeing a future Internet tycoon. Only a few families in China had Internet cables. When the internet speed was poor and the consumer demand was not strong, they went to develop TV set-top boxes to let each family have their own home theater. This concept was a little ahead of schedule and naturally failed.

But the difference is that Mingya persisted, and the superiority of the model made it develop by leaps and bounds.

I saw with my own eyes that someone stayed in a main insurance company for 2118, gave up the renewal commission and team management allowance that he could earn, and came to Mingya to start from scratch.

I also see that more and more savvy customers pay more attention to the professional ability of insurers. They even try to grab the time of excellent insurance brokers and regard "brokers" as a scarce resource in society.

Next, let's disassemble the company from the 4P dimension:

Note: 4P is a marketing term, which consists of the initials of four English words: Product, Price, Place and Promotion.

product level: Product

1. There are many types of insurance products.

The insurance products on the platform come from many insurance companies, and the auto insurance category is also under development.

2. Strong software cooperation.

There is a 711-degree billing platform, a personal management platform of Mingya APP, and a "carry-on book" that is good at training to help marketers learn, work and bill in all directions.

3. The training system is complete.

Different from the conventional insurance platform, training is used for going through the motions. Mingya's training is a model in the industry. The online training of the company for up to 15 hours is a prerequisite for entry. It is said that these 15 hours can also screen out some people who are not practical enough. After the entry training, there is also the team's own training, some of which are as many as 111 sessions, and basically there are three nights of concentrated training (voluntary participation) every week.

4, after-sales service peace of mind.

due to the large volume of orders, all insurance companies have set up after-sales service teams for Mingya, and any problems can be found as soon as possible.

But similar questions, when I asked the TOP broker of another insurance brokerage company, they told me that clients of individual brokers can go to "mutual help groups" when making claims, which sounds ridiculous. They all bought insurance for their customers. When something happened, there was no claim channel on the platform, so they had to go to "mutual help groups"! !

price level: Price

1. The commission of insurance products is tied.

this prevents brokers from recommending products with low cost performance to customers in order to earn high commissions.

2. The average commission is only about 31%.

compared with 81% of other platforms, it is really low, but it also has its charm. It pays more attention to long-term effects and will help you run your team.

3. Weak pyramid structure.

according to the regulations and ranks, senior managers often draw commissions from grassroots marketers at different levels. Some traditional insurance companies have as many as eight levels, while Mingya has only three levels: individual-manager-director. Simple hierarchy ensures the interests of grassroots marketers and the stability of basic teams.

4. It is clearly stipulated that there is no rebate.

Professional service is the basis for not returning commission. Sometimes, even for simple consultation, many experienced brokers charge consulting fees.

channel level: Place

toC outreach: high-quality articles+Internet channels+referrals

Compared with the traditional way of outreach, it is difficult for marketers to develop new customers after recommending to relatives and friends. It seems that every agent in Mingya has a good pen.

They spread their opinions through their own micro-signals, Zhihu, Xiaohongshu and Baidu Encyclopedia, and spread them on the Internet. One thing remains unchanged, that is, to provide real and time-tested value.

toB staff increase: internet plus old customer transformation+national staff increase

Excellence attracts Excellence, and the same frequency attracts the same frequency. Inspired by Mingya's value "as the sun and the moon are constant, the final career will be achieved", Mingya people spontaneously formed a road of advocating professionalism and believing in service value. Many people who have contacted Mingya will have a feeling that they have a similar "Mingya personality".

This is also the reason why the agents or brokers of other insurance companies gave up the renewal commission they could earn before and went to Mingya to start over.

compared with other types of entrepreneurship, the profit rate of up to 31% is really moving, and this type of work can be part-time and free of time, which is the first choice for many treasure mothers or professionals. Many old customers will also be added slowly.

individuals can increase the number of employees nationwide, and there will be local branches in key cities that manage personnel files. Individuals can join any 1 teams in the country only by filling out a team affiliation agreement, and usually online collaboration is enough, which provides enough imagination for individual entrepreneurs.

Promotion level: Promotion

The main ways are personal output on the Internet and word-of-mouth communication. As mentioned above, Mingya is a pen, and 81% of the high-quality articles in Zhihu come from Mingya's agents.

In addition, the referral brought by this is also objective. After 1-2 years, excellent brokers don't need to explore new customers, because 71% of new customers come from the original referral, and such a high proportion comes from the designed "word-of-mouth communication".

huaban ("Hua Shan") once quoted Hanke Wang Wei as saying that every industry is worth redoing.

In my opinion, Mingya is redoing the insurance industry. Moreover, they pay attention to long-term, which is similar to China's "only ask for cultivation, don't ask for harvest", and they believe in professionalism and don't return commission, and they also have something in common with China's "no deception, no greed, no exaggeration" and "no bidding, no competitive presentation and no bribery".

The difference between China and China is that it takes at least 3 months for China and China to think clearly about a project, and it takes 1-2 days for Mingya brokers to handle a customer consultation. They are more like doctors. Then, as long as you are practical and willing to learn, you only need 1 mobile phones to start your homework.

Third, action plan, excellent individual 4P research and standard SOP

If people with "Chinese and Chinese personality" come to do this industry, who should they refer to?

looking for reference should not look at how he is today, but how he grew up from 1 to 1. I analyzed the growth history of many big coffees in detail and summed up a way suitable for beginners.

Let me say one more thing here. To judge whether you are really applying the Chinese-Chinese method to solve problems, it depends on whether you can use the four roles of consumers and the three words "front, middle and back" to think and plan actions according to the relationship and stage of consumers' association with commodities.

The growth law of big coffee:

1. Learn to be pragmatic.

Compared with whether there is an insurance foundation, the individual's ability to solve problems is more important. When you are in doubt, you must look for a contract and a law. You should practice while learning. It's useless to master the theory. You must give yourself needles and communicate with customers. As long as you know 11% more than the other party, you can communicate. Don't forget that there are teams that can help you if you are not sure.

2. put yourself before others.

Only when you truly recognize the insurance, you can pick out the products you all want to buy, and then you can recommend them to your relatives and friends.

3. Make acquaintances before strangers.

the essence of insurance sales is "trust". There are many channels to buy insurance on the Internet. If the other party can place an order with you, it must be based on trust. Don't underestimate your WeChat circle of friends and provide them with good service, which is more convenient than developing unfamiliar customers on the Internet.

4. Wechat WeChat official account before others.

When you export, you must have your own WeChat WeChat official account. Don't worry that many people have already written it. What you have to be sure is that only when you have accumulated it, you will be able to make a bill more quickly.

when you post more than 11 articles on wechat WeChat official account, there will definitely be strange customers coming to your door. When the micro signal is processed, the same content will be extended to Zhihu, because Baidu is friendly to Zhihu, and Baidu can also find your Zhihu homepage by searching your name.

If you have more energy, you can expand the little red book and the knowledge planet.

5. no rebate.

if you give and take, you will lose customers who value immediate interests, but you will gain friends who value long-term interests.

6. The end of insurance is the beginning of service.

pay special attention to customer's after-sales service.

plan our work according to the front, middle and back of users' insurance.

before insurance:

study+training+WeChat official account accumulation+friends circle output. At this time, the consumer's role is the audience in the information search link. In his friends circle, you are the most professional insurance broker, always taking the interests of friends as the starting point, and always spreading the most correct and timely information.

Being insured:

When the customer is willing to insure, it is necessary to confirm at the first link of communication whether the other party is the direct decision-maker of the family and whether the spouse needs to participate in the communication together.

then go in turn.