There are many uncertainties in the future, so that more people's lives will not change due to any risks. This is what she hopes to bring to everyone.
Source | China Insurance Magazine
Reporter of this magazine under Manager Media/Shi Yi
has won the honorary title of the United States Million Roundtable MDRT for three consecutive years, once a COT cabinet member, twice TOT top member (the highest honorary title in the life insurance field). This is the personal achievement achieved by Peng Yan, who has joined the insurance industry for only three years. She currently works for Datong Insurance Services Company, one of the top 20 insurance agencies in the world in 2020, and is an insurance service consultant. In the Datong Insurance Service DACT online consultation program, she continued to maintain the position of the project champion, and in the past July, she became the national sales champion of Datong Insurance Service.
The first batch of CIPS certified purchasing manager , the procurement director of the manufacturing industry, and the financial industry financial director. These were Peng Yan's identity. She has rich practical experience in financial investment, and the trading categories involve fund , stock , foreign exchange , futures , domestic TD gold TD silver, etc. After eighteen years of ups and downs, why did Peng Yan, who has achieved some success in the financial investment field, choose to join the insurance industry and start from scratch?
Establish a professional tag and get out of the dilemma of "newcomer"
When Peng Yan first came to Shenzhen, she first came into contact with the manufacturing industry and was engaged in production line quality management in the factory. The ten years of the factory were also the ten years of Peng Yan's precipitation and discovery. What "precipitates" is her initial understanding of management work and the development of interpersonal resources. Peng Yan's personal abilities are gradually revealed in her work, she has gained the trust of her superiors and was entrusted with important responsibilities, serving as the position of procurement and financial director. What is "discovered" is Peng Yan's exploration of personal interests and values. Due to the nature of the work, she often contacts banks and other financial institutions to carry out financial work such as foreign exchange, wire transfer, export foreign exchange settlement, etc. During this period, she felt that she had a certain degree of career sensitivity and was full of interest in the fields of digital and finance. This became an important reason why Peng Yan later switched to the financial investment industry.
Although Peng Yan frequently participated in financial related activities such as funds, stocks, foreign exchange, futures market and other financial related activities, and gained a lot. But I also witnessed the P2P thunder in 2018, which left many families with all their money. Peng Yan deeply realized that the assets that guarantee the family need to be planned in a safe way. In addition, in recent years, the country's tax policies have gradually become standardized and strict. What the current middle and high-yield classes in China need to pay attention not only to how to make money, but also to know how to "keep money" if they protect their existing assets. Only in this way can the country you have worked hard to build in the past be prosperous.
Based on the above considerations, Peng Yan believes that the overall asset allocation of the family is a necessity for the high net worth of in China's high net worth population. Being an excellent risk management consultant has become a new direction for her career that she intends to explore. When a friend was engaged in insurance work in Hong Kong at that time, Peng Yan began to come into contact with the insurance industry at the kind invitation of his friend. "I am not the kind of person who thinks about it for a long time before taking action. I am the person who chooses the direction to do it first and then works hard." Peng Yan explained this way about this choice.
Of course, everything is difficult at the beginning, and the beginning of any career will not be smooth sailing. First of all, there are differences in language habits between Hong Kong and mainland China, which directly leads to obstacles in communication with customers. Secondly, Peng Yan, who was first involved in the insurance industry, has not yet mastered professional knowledge such as industry terms, contract terms and conditions in the insurance policy and sorting process. Finally, in terms of customer development, Peng Yan's identity as a newcomer in the industry has also left outsiders' impression of her on the basis of her past career.
In order to get out of the "newcomer" identity dilemma as soon as possible, Peng Yan insisted on breaking through her more restrained personality traits, and continuously established professional tags on social platforms such as WeChat Moments, deepening the image of a professional insurer in the eyes of others. At the same time, she strives to improve her insurance professional ability and establish industry visibility and recognition.
In 2019, Peng Yan learned about Datong Insurance Service by chance and realized that the insurance intermediary market in mainland China is developing rapidly. Some high-quality insurance intermediary institutions represented by Datong Insurance Service are constantly rising. They are committed to providing insurance services and risk management suggestions to customers from a neutral standpoint from the perspective of customers. Under the trend of "production and sales separation", they have used the Internet social networking in recent years to accelerate customer acquisition and marketing innovation, which has promoted talent training, scientific and technological innovation, and management changes in the entire China insurance industry. This breaks Peng Yan's stereotype that mainland insurance "sells for sales" has always been about . After fully judging the development trends of the entire industry, she decided to join Datong Insurance Service, empower and increase efficiency through the platform, explore her core competitiveness, and create her own personal value. Until 2020, Peng Yan shifted all her work focus to the mainland insurance industry.
Looking at Peng Yan’s career to this day, it seems to have started over, but in fact everything is natural. Peng Yan admitted that his experience in the financial investment field is a journey full of growth and harvest for him.
Peng Yan said that insurance can bring a real sense of security. "Financial investment is essentially a venture capital investment, whether it is fund stocks, or foreign exchange option trading, and there is a lot of uncertainty. But the life that most people yearn for is often stable, hoping to have money to consume at any time, have a house to live in, have a car to drive, go to the hospital when you are sick, have money to go to the hospital, and have children's education and retirement in their later years can be solved..." Peng Yan believes that there are many uncertainties in the future, so that more people's lives will not change due to any risks. This is the help she hopes to bring to everyone.
Of course, the experience in the financial investment field has also brought great help to Peng Yan's personal career. The rich reserve of financial professional knowledge is the added value of Peng Yan as an insurance service consultant, and has increased the trust of many customers in Peng Yan.
"Responsively, these customers have given me great confidence and strengthened my ideas. As a new generation of insurers, we must always maintain the enthusiasm for learning and always improve our professional knowledge. Only by being prepared to meet the opportunities and challenges brought to us in the future."
's diverse career experience allows Peng Yan to look at problems from a more diverse perspective and communicate with customers with a more open attitude. "Everyone has different ability to bear risks. I hope to provide a comprehensive analysis for customers to let them understand where the risk points of their families are and give them pertinent suggestions, rather than just giving them options such as 'ABCD' to let them choose from it."
always have a grateful and awe-inspiring heart, and improve service strategies
Only half a year after joining Datong Insurance Service, Peng Yan recognized this platform from the bottom of his heart. Datong Insurance Service not only gives her the opportunity to conduct comprehensive family security analysis and management from the perspective of customers, but also allows her to find a sense of self-identity and achieve a high degree of compatibility between self-worth and corporate value.
First of all, the corporate values of "gratitude, awe, goodness and benefit others" of Datong Insurance Service deeply touched Peng Yan. She said that gratitude is a noble quality that everyone should maintain in any industry. "A drop of water should be repaid with a spring. The insurance industry is closely related to the birth, old age, sickness and death of people. When a customer chooses you, it means that he will hand over the risks of the entire family, pension planning, children's future education planning, , etc. into your hands, so you must be very cautious in providing insurance services, not just to earn commissions." Peng Yan, with gratitude and awe, often devotes herself to work selflessly. If you can achieve better results with the same efforts, Peng Yan will gain a great sense of accomplishment and pleasure in work.
Secondly, the low-key and restrained style of Datong Insurance Service is also very similar to Peng Yan's personal attitude towards behavior. Peng Yan has always emphasized at work, "You don't need to be overly proud of your work. As long as you do it silently and with your heart, customers can feel it."
Finally, in terms of professionalism, Datong Insurance Service solves many pain points and difficulties such as insurance concepts, product and policy optimization and adaptation.Building competitive advantages and highlighting differentiated value in the service track, Kuaibao Technology, which has always been praised by the industry and the outside world, is a significant representative. Peng Yan here emphasizes the policy custody, good compensation services, and learning bar projects of Datong Insurance Service.
policy hosting. Under the epidemic, information technology and intelligent technology are driven in both directions, and the trend of informationization, intelligence and ecological transformation in the insurance industry has become clear, and various unique and technical new insurance models have been derived. Among them, the industry-level insurance policy management system originally developed by Datong Insurance Service, the "Electronic Policy Hosting" project breaks the boundaries of insurance companies and the restrictions of single insurance policies, and realizes cross-company, cross-product categories, and cross-insurance contracts, and conducts electronic custody of all insurance policies from the customer perspective. Form standardized responsibility aggregation, risk inspection and professional analysis, and provide high-quality services throughout the process in terms of information presentation, plan optimization, renewal reminder, claim assistance, etc. of all insurance policies.
It is worth mentioning that Hong Kong insurance already has a considerable scale of insurance policies in the mainland, and the role of Hong Kong insurance policies in the entire service system in the mainland has gradually become prominent. In 2020, Datong Insurance Service innovatively launched Hong Kong insurance policy custody services, providing strong support for Hong Kong policy follow-up services. In addition, during the epidemic, Datong Insurance Service "custody and custody" has realized the unique function of online connection and collecting customer policy images when service consultants have difficulty meeting with customers, solving the problem of being unable to provide services in person.
good compensation service. "If a traditional insurance agency , if an insurance consultant leaves, there will often be no one who continues to serve customers, resulting in difficulty in claiming. An insurance policy that cannot be paid is an expensive waste paper. The good compensation service of Datong Insurance Service can avoid such situations to the greatest extent." Since Datong Insurance Service formulated the "buy right compensation good" strategy in 2017 and launched the "good compensation" service brand, Datong Insurance Service has continuously launched a series of practical and effective pre-claim service measures, making the claim service extremely professional from the perspective of an intermediary, covering every link before, middle and after consumer claims. The "good compensation specialist" of Datong Insurance Services continues to provide customers with subsequent services, such as basic policy information maintenance, payment reminders, insurance consultation, good compensation agency, company information, and finding insurance loopholes through the inspection function of "insurance custody", and build an effective communication bridge between customers and companies in the form of one-to-one service, and provide more professional insurance value-added services.
According to the public data of Datong Insurance Service, in the past four years, through policy custody, more than 1,500 families have missed claims. In some cases that meet the requirements for claims but are controversial due to the lack of understanding of the procedures and insufficient evidence collection, the Haoqiao Specialist recovered more than 25 million yuan in compensation for these families. "There are very few consumers who can truly "pay well and use it well" after purchasing insurance. Professional things should be left to professionals. The good compensation services of Datong Insurance Service make insurance claims more warm." Peng Yanru said.
In addition, Peng Yan believes that using the online learning tool in Kuaibao Technology - Xueba, the talents from Datong Insurance Services can be gathered together to communicate and learn professional knowledge. It is understood that Xueba of Datong Insurance Service has systematic learning courses, from basic to advanced level, with both free courses and paid courses to meet the needs of different groups of people. You can record your own learning situation and customize your own learning plan. Once completed, you will receive points rewards. "Everyone in the industry has different sales methods. I can learn from others' experiences, integrate my own methods, and better improve my service strategies."
grasps the industry's development trends, establishes team recruitment high standards
In recent years, under the empowerment of technology and market-driven, the comprehensive transformation of my country's insurance industry has begun. On the one hand, the development of insurance technology will reshape all aspects of insurance operations such as product development, sales and distribution, customer management, insurance underwriting, policy management, customer service, claims management, and promote in-depth changes in the insurance industry.On the other hand, with the increase in public insurance awareness and the continuous deepening of consumers' awareness of insurance, their demand for insurance products has also been continuously upgraded, and personalized customization and differentiated pricing have become the trend of future development of insurance products.
The transformation and upgrading of the insurance market has also simultaneously promoted the transformation and development of the intermediary market. With the further improvement of the richness and innovation of the insurance products launched by the market, the more insurance supply and demand that insurance institutions need to match, providing consumers with high value-added services such as differentiated solutions and family risk consulting has gradually become a regular content in the insurance intermediary market. At the same time, with the continuous stimulation of consumer demand, professional insurance intermediary institutions have established Internet marketing platforms and started to engage in Internet insurance product business.
Peng Yan believes that the popularization and development of the Internet have promoted people's lifestyle to be richer. The insurance industry continues to improve insurance types according to the specific needs of customers. Launching new products is inevitable for the development of the times. "This is a very good phenomenon. The essence of insurance is nothing more than a risk avoidance mechanism, which allows more people to see a greater space for industry development in the future and be full of confidence in the industry." This industry confidence, supported by both technology and the market, is obvious in the transformation of talent reserves and sales methods.
In terms of talent reserve, data from the National Development and Research Institute shows that the longest occupations empowered by technology are more engaged in business and service industries before engaging in insurance agency work, accounting for about 22.4%; the second is non-insurance-related sales personnel, accounting for about 19.3%; the third is professional and technical personnel, accounting for about 16%, which shows that the application of Internet technology has attracted more practitioners with professional backgrounds to join the insurance market. In terms of sales behavior of
, with the help of Internet technology advantages, the insurance business has a wider customer acquisition channels, and communication between consultants and customers will be simpler and more efficient. Data shows that with the help of social platforms such as WeChat Moments, Xiaohongshu, and Douyin, a new Internet marketing model has increased by about 20%. Digitalization will increase the attractiveness of the insurance market to new customers to a certain extent, and will have significant advantages in improving operational efficiency and promoting the diversification of agent products. Peng Yan used his own example, "Among the customers I served in the past, Internet customers gave me a lot of surprises and trust. In the absence of meeting, there were only three online consultations and a total premium of 6 million. There were also customers who successfully traded 15 million through several online meetings. Since then, I have opened the precedent for large-scale insurance policies for online strangers to trade."
Of course, in addition to confidence, Peng Yan also said that as a part of the insurance intermediary industry, despite the general trend, we must not lose our sense of crisis. While seeing opportunities, we must also look at risks and challenges correctly.
First, it is fierce industry competition. The insurance intermediary market has broad prospects, and capital from different industries and industries has entered this field. The joining of large groups and large enterprises will intensify market competition. Peng Yan said that he was not worried about the possible internal and external competition risks. As a solid force of global insurance intermediary institutions, Datong Insurance Services is not afraid of challenges, does not forget its original intention, and seeks the most suitable development path. In addition, she believes that reasonable competition among peers can promote the development of the industry and attract and leave more outstanding talents. "Only when the overall quality is improved, the industry can move forward better."
Second, market chaos is emerging one after another, and many people enter insurance intermediaries with a single intention, in order to make "short, flat and fast" money, forgetting the original intention and mission of the industry. There is no strict self-discipline and norm formation within the peers. The homogeneity of products is serious. The random allocation of high-quality handling fees and commission rebates are relatively common and serious, which seriously disrupts the industry market.
Third, insurance practitioners' own quality and professional abilities are uneven, and some practitioners find it difficult to meet the healthy development requirements of the market. Therefore, it is urgent to raise the threshold for practitioners. Peng Yan has a very high standard for her team members. Among the team members she leads, some have obtained professional certificates such as CFA, CPA, and some have returned from studying abroad in the financial industry.Peng Yan’s primary criterion for recruiting team talents is to have a clear understanding of the insurance industry, that is, to pass the professional quality. Second, you must be self-disciplined, because insurance services work are relatively flexible in working hours. Without strict self-discipline and strong learning ability, it is easy to be tired and relaxed, and it is difficult to persist in the insurance industry. "The prerequisite for freedom is to be self-disciplined."
As for why high recruitment standards are established, Peng Yan believes that if the talent selection at the beginning is very relaxed, a lot of energy will be consumed in subsequent team management work, and it will not be able to set a benchmark role, which will not be worth the loss. After meeting the high-demand material selection standards, Peng Yan will lead the team to conduct targeted training activities. In terms of specific team management, Peng Yan insists on following the talent strategy and policy of Datong Insurance Service. "Because Datong Insurance Service is well done, I am very down-to-earth. There is always someone behind me. Just follow the established training system of Datong Insurance Service and occasionally give guidance to the team members."
"I like a sentence that says "'If you bloom, the butterflies will come. ’” Peng Yan believes that as long as he and his team do a good job in building, he will naturally attract more people with the same values to join in. Of course, the premise is that they must love this industry. “If you don’t love insurance enough, just do a job is not good. "Secondly, we must respect this industry. All services must be based on the terms of the contract. Do not exaggerate or intentionally mislead. We will analyze it objectively and impartially, so that more and more customers will gradually develop a sense of trust in the industry and are willing to choose insurance consultants to communicate and communicate, and deliver their life planning intention.
Peng Yan has many expectations for the future, but the most important thing is that she hopes to make overall plans for more families and become a lifelong insurance manager.
