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★ 千万年薪“女神”的成长路径和成功范例。平安传奇“女皇”叶云燕,保险行业的神话缔造者。
★ 随书附赠纯干货服务笔记:叶云燕21年客户服务的精髓,首度公开的保险销售秘籍。
★ 她有一系列耀眼的头衔:MDRT 美国百万圆桌大会2013-2014中国区主席、阳光明欣理财中心创办人、天使投资人。
★ 她的理念,是营销行业的服务范本,是保险行销的*效方法,适用于任何行业的销售人。
★ 将21年销售经验倾囊相授,手把手教你如何复制成功。她用*前端的经验告诉我们,个人品牌建立如何建立、如何带好一个千人团队、如何服务好高端客户。



Content Description


在偌大的保险行业,叶云燕是个奇迹。她拥有一系列耀眼的头衔:MDRT美国百万圆桌大会2013-2014中国区主席、阳光明欣理财中心创办人、天使投资人等。这个年纪轻轻身姿纤弱的姑娘,是如何从一名普通的小学教师华丽转身,成为金融保险行业一代宗师和无数保险代理人心中的偶像级女神?
20年的从业经历,为她积累了无数的经验和口碑。根植于平安集团的优质平台,叶云燕得以飞速成长,从2005年起稳居平安人寿业绩前三,两次登顶平安高峰会会长。在本书中,叶云燕除了分享个人成长的心路历程之外,更将自己多年经验倾囊相授:从客户开拓的方法到学习能力的培养,从经营高端客户到管理千人团队。她的成功源于对事业的热爱,更在于出色的个人管理能力:
•发现需求 •快速学习 •持续投入 •保持专业 •影响他人
对千万销售人和创业者来说,这是一次*营销的面授课程,是一个自我精进的过程。这是优秀保险人多年累积的经验宝典,更是不可多得的销售圣经。



Author Description

叶云燕,女,中国平安保险皇后,MDRT美国百万圆桌大会2013-2014中国区主席,阳光明欣理财中心创办人,CMF中国保险精英圆桌大会常务副主席,中国平安人寿**个破记录的全国高峰会会长。曾作为MDRT中国区旗手,代表中国在美国演讲。叶云燕在保险业内被誉为“保险皇后”,而她的保险团队也是精英汇集。团队曾先后获得平安人寿"高峰会长"营业部,"钻石会长"营业部,"中国保险之星"营业部,"美国百万圆桌MDRT"营业部,"慈善热心公益奖"营业部等多项荣誉。

Comments


叶云燕自从事保险营销工作以来,持续学习、快速成长,全心全意为客户服务,用实际行动为保险人的“修行”作出了*好的诠释。她的新作即将付梓,通过一个个鲜活的营销、服务案例,她分享了自己在20 年保险从业中的点滴感悟,非常难得,希望大家从书中获得启发和裨益。
——马明哲 平安集团董事长

每一位创业者都应该向叶云燕学习!当我们怀着不同的目的看这本书,会看到不一样的叶云燕,但这本书绝对不仅仅限于销售,因为对我而言,我已经看到了一位优秀创业者的特质和情怀。希望大家通过叶云燕的故事得到启发,可以开拓你的事业与生活!
——蔡文胜 隆领投资股份有限公司董事长、厦门美图之家科技有限公司董事长



Catalogue

第1章 市场:开放竞争
700万代理人
加入平安
最难卖的商品
当你有了“同理心”
对抗“旋涡”

第2章 定位:代理人的决心
天才的两个象限
不怀疑的推销员
代理人的创业精神
苦难是一种资本
只做一件事的人

第3章 心态:自我塑造
提高“挫折商”
画一幅客户关系图
做最好的管理者
搭建自己的学习区
仪式感和归属感

第4章 开拓:叶云燕的朋友圈
进入一个圈子
我的“社交商”
制造惊喜的人
社群化生存
天使投资人叶云燕

第5章 行销:合格的寿险说明书
入门的“三件法宝”
愉悦营销法则
“境界”背后是专业
成为一个有价值的人
从保险代理人到财富管家

第6章 品牌:“励志”是我的品牌
“首富”的老师
为什么要争第一?
一万人为我鼓掌
谦卑是最好的姿态
品牌方法论

第7章 服务:客户永远比你有耐心
像机器一样完成标准动作
助理名单
留在市场一线
成为客户的亲人
服务体系升级法则

第8章 成交:大单的秘密
量身定制
最了解高端客户的人
产品取悦客户
促成的心态
保单检视的价值

第9章 尊严:保险是最大的慈善
最好的产说会
爱心成就市场
叶校长
回归职业本身的尊严
保险与慈善的完美结合

第10章 团队:叶云燕可以复制
意愿第一
增员、持续增员
个体无限大
团队里的年轻人
一代宗师在路上


Book Abstract

第一章 市场:开放竞争

700万代理人

时至今日,保险代理人制度在中国已经走到了第26个年头,代理人规模也在2016年底突破了700万人。在很多人的意识里,过去的26年,这支逐渐庞大的队伍是超出了金融领域甚至销售领域而存在的,我们无处不在、直指人性。
1992年9月25日,美国友邦保险公司落户上海,为整个行业带来了寿险营销个人代理制,这一模式脱胎于港澳台地区和东南亚国家,并在当地取得了成功。
当年11月,友邦保险培训的第一代36位寿险代理人上街展业。到1994年底,友邦保险公司共招收保险营销员近5000人,业务量超过1亿元人民币。
马明哲先生的寿险意识也是在这一年启蒙的,这位平安集团董事长6月份在台湾访问同业,见识到了寿险行业的蓬勃发展,也受到了实实在在的冲击。在之前的华人社会里,提及寿险会让人觉得不吉利甚至避犹不及,因此,“华人是不欢迎人寿保险的”,这句话广为流传,现在马明哲对它产生了怀疑。
1994年4月,平安邀请台湾国华人寿副总经理黄宜庚和郑舜文两位保险经理人到深圳讲座,当天的演讲主题是《麻雀变凤凰》,蛇口工业区培训中心的阶梯教室里座无虚席,走廊上都挤满了人。
课上,黄宜庚很认真地跟前来听讲的平安员工们说:“寿险未来的蛋糕要远远大过产险,3年后,大陆寿险业务将会超过产险,到2000年,大陆寿险保费将超过1000亿。”
当年的平安还只是一家小型的财产险公司,马明哲正在准备完成产、寿险分设,但在这个偌大的阶梯教室里,除了台上的讲师,恐怕只有他一个人对寿险有如此的信心。
除了公司体制改革之外,平安开始从台湾引进“外援”,在黄宜庚的引荐下,马明哲认识了台湾国华人寿董事长翁一铭,一番交谈之后,翁一铭当场决定安排一支十几人的团队帮助平安。平安开启了寿险代理人机制,马明哲在很长一段时间里冲在一线推销寿险。
1995年初,平安与国华人寿签订了营销顾问合同,国华帮助平安从寿险的组织架构、制度、精算、产品和营销等方面,建立起了一个完整的业务体系。平安的代理人队伍也在不断壮大,仅仅一年之后,平安寿险的业务人员从最初的几十人,发展到上万人,遍及全国20多个大中城市。
1996年,平安保费收入首次突破百亿,员工达到5万人,尝到甜头的平安,不顾一切地扩大市场规模,保费收入以年均50%以上的速度推进。
市场上其他竞争者紧随其后,到了1997年,全国寿险代理人从1996年的12万人迅速上升至25万人,寿险保费收入从40亿元一下升至200多亿元。
在中国这片待开发的处女地上,“扫街式销售”以及对代理人制度予以规范的各保险公司《基本法》,无疑以低成本刮起了一场疯狂的“圈地风暴”。
这场风暴所带来的巨大的市场效应改变了寿险格局,也改变了国内传统的业务观念,真正地开始与当代寿险业接轨,此外,它还创造了一个巨大的个人寿险市场,孕育了一个充满活力与激情的职业领域:寿险代理人。
表面看来,保险公司选择的是销售渠道,其实选择的是代理人背后的客户。而选择销售渠道的唯一标准,就是到达保险公司想要的客户的成本尽可能低。寿险产品的目标客户是“家庭”,因此,剩下的问题只是如何用最低的成本打入家庭而已。
这是特定历史阶段的一种合理而必然的选择——代理人制度就是那个历史阶段保险公司成本上最优的销售渠道。

Introduction

极致服务是一种修行
马明哲 平安集团董事长

胡适先生曾讲过,“保险的意义,是今天作明天的准备;生时做死时的准备;父母做儿女的准备;儿女幼时做儿女长大时的准备”。
保险是最能诠释“保护与责任”内涵的行业。保险从业者基于不同家庭、不同个体的差异化需求,帮助客户为未来生活做好个性化财务安排,集合今天闲散的资金,化解明天可能的突如其来的风险,帮助大众未雨绸缪、守望相助,坚强面对人生的挑战。
对于现代保险业而言,服务就是实践“保护与责任”的修行。对于保险人而言,以善为本,从心出发,急客户之所急,忧客户之所忧,为客户提供全面、极致服务,在日常工作中砥身砺行,在服务大众中渐觉渐悟,就是一种修行。
叶云燕自从事保险营销工作以来,持续学习、快速成长,全心全意为客户服务,用实际行动为保险人的“修行”作出了最好的诠释。她的新作即将付梓,通过一个个鲜活的营销、服务案例,她分享了自己在20 年保险从业中的点滴感悟,非常难得,希望大家从书中获得启发和裨益。

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About the brand

Jingdong book