後疫情時代台灣壽險業務員銷售模式探討-以F壽險公司為例

受疫情影響，2021年在8月前的人壽保險傳統型初年度保費收入衰退3成，預估全年度收入可能衰退超過千億新台幣。而人壽保險業務員如何在零接觸、零紙本、零落地的防疫要求下，進行銷售活動並維持業績，成為重要的議題。人壽保險業務員年齡分佈極廣，保險公司如何建立品牌形象、投入系統資源、改變教育訓練方式，使團運作能無縫地整合進入他們的生活，也是重大挑戰。本研究透過深度訪談業界龍頭F公司之績優銷售主管，探討疫情前後銷售模式與教育訓練之差異，並結合相關文獻探討，而有以下發現： 1. 開發客戶、安排約訪、銷售面談、需求分析與準備建議書、建議書說明與促成、遞送保單與售後服務說明，為銷售六大步驟，每個步驟均有後疫情時代之數位轉型建議。 2. 壽險公司投入數位轉型及資訊創新的能力，推動保險科技，是讓業務員維持績效的重要工具。 3. 民眾生活習慣受到疫情影響改變，不能見面已是常態，視訊投保成為新趨勢，公司必須積極改變教育訓練方式。 4. 業務員必須調整心態改變行為，透過通訊軟體和客戶維持關係，否則會被市場淘汰。 5. 社群關係的距離勝於地理距離，業務員需善用社群媒體，擴大自己的人脈圈，並運用大數據分析，導入數位化轉型。本研究最後建議保險業務人員需透過更吸引人的銷售手法及使用CRM系統，以有效管理客戶名單，追蹤社群互動狀況，並專注在銷售解決方案，而不是銷售產品。

關鍵字

銷售六步驟；教育訓練；線上教學；社群媒體

並列摘要

Income from traditional initial annual premiums for life insurance before August 2021 declines by 30% because of the COVID-19 pandemic. Revenues for the entire year are expected to decline by more than NT$100 billion. It has become an important issue how life insurance salespeople can conduct sales activities and maintain performance under the contactless, zero-paper, zero-waste epidemic prevention requirements. The age range of life insurance salespeople is wide. It is also a significant challenge for insurers to build their brand image, invest in system resources, and change their methods for education training so that team operations can be seamlessly integrated into their lives. This study examines the differences in sales models and education training before and after the COVID-19 pandemic through in-depth interviews with top-performing sales executives from the leading F company in the industry. With the review of relevant literature, this paper has the following findings: 1. The six steps of sales are customer development, scheduling visits, sales interviews, analysis of needs and proposal preparation, proposal explanation and facilitation, insurance policy delivery, and after-sales service explanation. Each step has a digital transformation proposal for the post-epidemic era. 2. The ability of life insurance companies to invest in digital transformation and information innovation to promote insurance technology is critical to enable salespeople to maintain performance. 3. The COVID-19 pandemic has changed people's life habits, and, commonly, we cannot see each other. 4. With the new trend of video insurance, companies must proactively change their education and training methods. 5. Salespeople must change their mindset and behavior and maintain relationships with customers through communication software, or they will be knocked out of the market. 6. The distance between community relationships is more important than geographical distance. Salespeople need to well use social media to expand their connections and use big data analysis to lead digital transformation. This study concludes by suggesting that insurance salespeople need to use more engaging sales practices and CRM systems to effectively manage customer lists, track community interactions, and focus on selling solutions rather than products.