Zhang Le: Open a small fair to improve the team's production capacity (Part 1)

In September 2016, Zhang Le joined Huaxia Insurance. In four years, she has bred two directors, and the entire system has more than 1,000 people. In 2020, affected by the epidemic, the manpower of her director district has declined, but the per capita standard insurance has increased by 25% compared with 2018, and the entire director district has steadily moved towards the 100 million yuan platform; The performance of her directly administered department still reached more than 10 million, and the annual per capita production capacity did not decrease but rose.

In the past four years, her personal income has been stable at more than 2 million yuan, and the business partners with an income of more than 200,000 and 500,000 yuan have been increasing. Zhang Le said that the reason for leading a group of like-minded people to achieve a stable high income is that they have found a unique marketing system and a small exchange meeting (referred to as "small fair"). In 2019, they held more than 5,000 small fairs throughout the series.

This article is excerpted from part of Director Zhang Le's lecture at the 6th Tianyan Global Life Insurance Leadership Forum.

Zhang Le Executive Director of Wenzhou Central Branch of Huaxia Insurance Zhejiang Branch

Before 2019, my team manpower increased year by year, but the production capacity began to stagnate, lack of a high-performance atmosphere, and it was difficult for me to promote excellence in the team, because I was not a high-performer personally. Therefore, the persuasiveness of business partners is relatively low, and the exemplary power is very weak. In my daily work, in addition to team management, I have to accompany team members, increase staff, and do business.

It was at this time that the company launched a million-dollar wealth creation program. According to this plan, if the individual can achieve the highest level - 50,000 yuan per month initial commission, the company will reward an additional 50,000 yuan.

At that time, my exhibition time only accounted for 20% of the total working time, how can I use this 20% of the time to achieve a 50,000 yuan initial commission and become a team model? I carefully calculated that 50,000 C≈ 10 single Fu Linmen ≈ 100 customers (10:1 rule). The point is, as a team leader, I don't have time to visit one by one, I have to figure out an efficient customer development system that suits me! The efficient and convenient small exchange meeting has become a new idea for me to develop as a patron.

My small fair drew on the strengths of the cocktail party, and could promote in batches (one-to-many to promote companies and industries), batch shaping (one-to-many talk about themselves), batch implantation (one-to-many talk about products), and batch promotion (on-the-spot promotion of signing). At the same time, I optimized the format of the cocktail party, only invited about 8 to 10 people to participate, condensed all the content to be preached on a piece of paper, and finished it in 10 minutes, which was exactly the feeling of having a meal with friends and gathering, and everyone had no pressure on the spot. This small-scale face-to-face format also makes our communication with our customers more efficient and more closely linked.

We have given the Little Fair a very special positioning.

First, customer accumulation and development. By inviting customers to participate in the meeting, daily operations and referrals are realized. Practice has proved that the effect of making a referral through the small fair is really good.

The second is to stimulate the customer's desire to buy. Through the publicity of insurance knowledge, customers' insurance awareness can be enhanced.

The third is to finally promote the signing of the bill. Increase the income of business partners through post-conference continuing operations.

The fourth is to achieve independent sales. Through the continuous holding of small fairs, new people can grow rapidly and improve their sales skills in the exhibition industry. In 2019, we held a total of 5,000 small fairs throughout the series.

Standardize the small fair process

On the eve of the opening of 2019, I had my first small fair. I found an ordinary restaurant, invited 8 customers who supported me and the "referral center", the beginning was "the company's new products are very good, I invite you to have a meal and introduce them by the way", during which I spent 10 minutes introducing the new products, and then everyone did some interaction and exchanges.

As a result, I received an annuity insurance policy with an annual premium of 20,000 yuan and an annuity insurance policy with an annual premium of 10,000 yuan and 10 years of payment on the spot, as well as a single major illness insurance policy with an annual premium of 5,000 yuan. This success made me convinced that the small fair was effective and efficient, and it was worth promoting!

However, before promotion, it is necessary to comprehensively summarize and reflect, solidify the process, formulate standardized templates, and improve the success rate. The direction of my reflection is: copy this practice to the team, can the small partners also have such a harvest?

Reflection one: I have nearly 10 years of life insurance experience, there are a group of loyal customers unconditionally "stand up for me", but newcomers do small fairs, directly say recommended products, will it be difficult to invite? Therefore, the invitation needs to be optimized and upgraded from the beginning. So, I made a standardized invitation from the beginning: "I just joined a new company, did a good job, the company rewarded me with 1 table of small fairs, can invite the best friends to dinner, I think of you." 」 I haven't seen you in a long time, so I must come. Specifically arrange to meet you in detail when you send an invitation letter in two days. ”

Reflection two: I am a five-star tutor, talk about the company to talk about product skills, with a single page can be clear, but if it is a newcomer, what to do if the talk is not smooth? Therefore, I optimized and upgraded the explanatory materials, and directly presented the data and cases of the company and products on a KT board, which is convenient to carry and explain.

Reflection three: Some newcomers have weak expression ability, but the resources are very good, if she still can't talk with the color pages of the small fair, what to do? The atmosphere of the activity is weak, what should I do if it is cold? Therefore, each session is equipped with three "people": a star tutor or supervisor as the keynote speaker; The organizer is the moderator; Assisted by a colleague or a friend you trust. How to arrange the seats at each small fair has also been standardized.

Reflection 4: How to control the effect of the small fair? I need to form a standardized set of small fair operation process, every clear action and detail, every time node, to achieve standardization, including what to do a week before the meeting, what to do three days before the meeting, what to do the day before the meeting, what to do on the day of the meeting, all clearly defined. In this way, a closed-loop management and standardized operation process is formed.

In the week before the small fair, the time, place and speaker should be determined; To make a list of attendees and analyze and screen the invitees with the group manager; To make telephone solicitations to Category A customers; To send a confirmation SMS.

Three days before the meeting, be sure to ask the team partner to send an invitation letter, and then give feedback to the assistant whether it is normal. The more we pay attention, the more customers will pay attention. Three days before the meeting, if you don't control the process, it is possible that the organizer will release the pigeons.

The day before the meeting, remind the customer by SMS again. Some customers are very casual when they agree, and he may forget on the day of the meeting, so he must constantly remind customers.

Before noon on the day of the meeting, it is also necessary to make another SMS reminder, fill out the form to analyze the customers present, and arrange the seats. At the scene of the meeting, the dining, the opening warm-up of the host speaker, the 10-minute speech of the speaker, the coordination of the host and the collaborator to ask questions, as well as scoring and exchange, etc., must be fully prepared in advance.

After the meeting, it is also necessary for the on-site participants to make an internal summary and share feedback the next day.