Hello friends in the insurance family, my name is Wei Heng. As a non-insurance industry practitioner, I will work with insurance veteran Lei Lei to present to you a series of courses that we have developed together: "Life Insurance Consultant" Right-brained Trading Secrets.
My career is very tossing and very simple. The simplicity is that no matter what position I am engaged in, I am always in sales. The tossing thing is that after I graduated from the Finance Department of 985 University, I chose I went to a bank, but instead of going to the counter or back-office department like other students, I went to the credit card center and worked as a credit card salesman walking around the streets every day, because I wanted to use the most practical skills before I graduate and enter the workplace. Pure sales work and sales awareness write the founding words. After working in topsales for more than half a year, I returned to a bank branch and worked as a lobby manager, then a financial manager, and then a secondary branch president. The only thing that remained the same was that I always considered myself a salesperson. After completing my tenth year in the bank, I left behind my rather glamorous-sounding identity as president and went to the fund industry to continue working in sales and marketing planning.
Many friends don’t understand why I made this choice. There are many reasons for this decision. Looking back to the origin, when I was communicating with fund peers, he said a sentence that was half a joke and half a fact. Viewpoint: How to judge when the bull market will end? When fund sales in the central and western regions generally exceed those in first-tier cities in Beijing, Shanghai and Guangzhou, the stock market is about to peak.
The logic is actually not difficult to understand. The more depressed the market is and the harder it is to sell funds, the higher the probability of making money. And when the market is depressed, people in first-tier cities always have stronger financial awareness and are more capable. Accept the counter-trend layout, and by the time the people in the Midwest realize it, it may already be the last shot.
This passage is like a small fish bone, stuck in my heart.
Later, when I came to the fund industry, I knew that what I must do is to think and practice with all my strength on how to help the financial partners in the central and western regions I serve to be better able to Make better choices in adverse situations.
I hope that through my own efforts, I can change this industry a little bit.
This is the vision I described to the company leaders when I applied.
Going back to this course, Lei Lei and I spent a lot of time discussing and polishing it. For what purpose, for me, it is also the same sentence. I hope that through my and Lei Lei’s thinking and efforts to make a little change in the marketing concepts or the solidified or even rigid sales models of the insurance industry.
It’s time for insurance marketing concepts to be iterated.
Times are changing, and people’s communication methods are migrating from offline to online;
Policies are changing, and after the new regulations on asset management are implemented, insurance banks, securities companies and funds will all be integrated In the modern era of large-scale asset management, the new situation requires professionals; it also requires that professionals must be qualified generalists;
Customers are changing, information sources are broadening, and consumption concepts are upgrading. In the past, persuasion was the key Customers accept insurance. In the future, it will be more about getting customers to accept you and the product solutions you recommend.
All martial arts in the world are invincible, except speed.
Fast, you need to understand and accept the new era faster.
Quickly, you need more marketing ideas and skills to break through the defense lines caused by customers’ instinctive rejection.
Quickly, you need to learn to talk to the right side of your customer's brain.
In terms of proficiency in insurance knowledge, I am undoubtedly not as good as many of my partners in the insurance family.
(Although I also sell bancassurance products at the bank, and the sales volume may be higher than others. Regular payment of four to five million a year, and single payment of tens of millions a year are normal, but this is borrowed Banks are such a big platform, they can’t be counted)
However, these ten years in the bank have given me a more special ability, which is speed.
Fast, must be fast.
Insurance salespeople have relatively free time. They take the initiative to make appointments with customers and arrange their schedules. The number of customers is generally not large, and the most important thing is precision.
Banks are not. Banks have a large number of basic customer groups. Every uncle and aunt who does financial management has to provide services, connect products, explain products, and recommend suitable combinations. A financial manager has at least several thousand customers, and a bank president has to think about the service direction for ten thousand or twenty thousand customers. When I was a financial manager, there was a lot of traffic in the bank hall, and I had to serve dozens of customers a day. There are big customers and small customers. When you are chatting with one customer, there are two or three customers waiting behind you.
Hurry, have to be fast.
You have to use the shortest time to gain customer recognition, explain the products clearly in the shortest time, break down the various indicators of the bank's various financial products in the shortest time, choose different customers to communicate with, and use the shortest time to communicate with them. Efficiently resolve customer objections within the time required to achieve promotion.
Ten years, ten years, every working day, I have been racing against time.
This different sales rhythm and experience, combined with my own interest in psychology, finally allowed me to figure out a simple but profound truth in practice:
Financial products are generally difficult. When customers reject us, they often don’t really understand and make a rational decision to reject, but they make an emotional decision because they don’t understand/don’t want to understand.
?
People's left brain manages sex, and the right brain manages perceptuality. Therefore, if you want to communicate faster and more efficiently, you must learn to talk to the right brain of your customers.
And this is a direction that most current training misses.
In the past six months, I have spent a lot of time polishing the right-brain communication training courses for bank sales business, and also exchanged trainings across the country. I was also very busy, but I and Lei Lei After chatting, I was convinced.
Not only banks need to learn to communicate with the right brain of their customers, the insurance industry also needs more cross-borders and more new ideas.
Because, whether it is banking or insurance, after years of development, there have been some stereotypes. Every time a new person enters this industry, the old people will tell him that he should do this and that. It is difficult for us to do it. Overcome the thinking habits that have been formed (——This point, Lei Lei once specifically wrote "The biggest shackle in the insurance industry - obey and do as you are told" in his column "Lei Lei's Theory of Commodity Colonization", I agree with his point of view) .
Therefore, in the process of working together, we are also completing a new iteration together. We are questioning and colliding with each other's stereotypes of insurance and banking, and finally realizing concepts and concepts with more practical significance. method.
So, when we are discussing the course scholarship system, I suggest that we not only reward the partners who gave wonderful answers during the interaction, but also reward the partners who made the most worthy of our deep thought during the interaction. Thank you to our partners, because when we answer every wonderful question for you, it is also the moment for us to iterate again.
How to communicate with the right brain of customers, how to communicate and promote faster and more efficiently, we use the six "moves" of the Six Meridians Divine Sword. This may be the way we use cross-border fission. To realize our vision - we hope that through our thinking and efforts, we can change the marketing concept of the insurance industry a little bit.
In the future, this concept will continue to iterate. Along this direction, we will continue to advance and create a more three-dimensional system. This is what we want for this industry and this industry. The departure of a great route where practitioners bring about little changes, this is the Golden Merrie for all of us.
Are you willing to board the ship and become the first crew of this ship? Join hands with us and set sail in the direction of the rising sun.