Marketing work mainly includes: performance management, business promotion, training plan, staff increase management, overall staff salary system, daily management and expense management.
I. Daily management
(A) morning meeting management
The basic process: morning roll call → roll call → news broadcast → good news → experience sharing → special lectures → decree propaganda → relaxing activities → ending.
(2) Attendance management
1. Attendance: refer to the previous mode.
2. Event management: We divide marketing personnel into four categories:
Do poorly, do well.
Low activity, living dead scarecrow
High-activity newborn calf star
* The key indicator of event management is: the number of pieces per capita.
The hidden problems behind this index are: < 1 >, which means (laziness, recognition) < 2 >, skills (customer development, combination ability, success rate, promotion).
3. Workplace layout: ▃ 1÷ Performance appraisal indicator wall chart ÷2÷ci wall chart ÷3÷ Workplace incentive wall chart ÷4÷ Office desks and chairs and bonsai furnishings ÷5 communication AIDS: ① projector ▃ 2 slide show χ 3 whiteboard χ 4 morning exercise music playing equipment > >
4. file management: < 1 > basic information of employees < 2 > performance distribution progress of each employee (including weekly sign-in and insurance distribution of each employee, timely communication and counseling) < 3 > handling fee settlement.
Second, business promotion (sales)
(a) the starting point of business promotion:
1, personal goals and income;
2. Promotion and evaluation;
3. Reward and competition;
4. Various festivals and anniversaries;
5, combined with the company's large-scale activities.
(b) Business promotion opportunities
1, morning meeting 2, business commendation meeting 3, special festival 4, update ranking, honor list, performance schedule
(3) Reward
1, reward method: < 1 > money, material-direct, stimulation < 2 > praise, approval-low cost, satisfaction < 3 > cultivation, education-self-confidence, growth.
2. Intangible reward: 1 > The morning meeting publicly praised < 2 > the establishment of the leaderboard and the performance schedule < 3 > and awarded honorary titles such as "Star of the Day", "Champion of the Week" and "Ace of the Month".
3. lowest cost reward: < 1 > cash < 2 > reward < 3 > books < 4 > food < 5 > photo with leaders < 6 > special poster < 7 > honor T-shirt (with company logo).
Commercial promotion.
"1", workplace atmosphere layout < 2 >, slogan < 3 >, information, battle report < 4 >, prizes and medals display < 5 >, and conference promotion.
Third, performance management.
(A) the main business indicators of the marketing team
1. performance indicator: weekly performance appraisal < 1 > monthly performance appraisal < 3 > quarterly performance appraisal < 4 > team annual performance appraisal.
2. manpower index: individual < 1 > effective recruitment rate < 2 > team building scale < 3 > responsibilities and authority of branch manager.
3. Performance ranking: < 1 > Personal performance ranking < 2 > Division team performance ranking < 3 > Labor competition ranking by insurance.
(2) Project management
1. Management by objectives: plan and implement the action plan around the business objectives of each stage;
2. time management: < 1 > staged labor competition < 2 > weekly plan, monthly plan and quarterly plan to arrange work objectives;
3. customer management: < 1 > customer insurance information registration < 2 > regular or irregular follow-up (telephone, door-to-door) < 3 > full service for major customers.
IV. Training and lectures (main training)
Main contents of training: < 1 > market contact < 2 > organization training < 3 > business supervision < 4 > making business promotion plan < 5 > team culture construction.
1. market contact: < 1 > exhibition industry and accompanying exhibition industry < 2 > assist recruiters < 3 > conduct market research < 4 > and collect industry and peer information.
2. organize training: < 1 > theme < 2 > training < 3 > target audience < 4 > location < 5 > key content < 6 > training activities < 7 > training methods < 8 > teachers and auxiliary equipment.
3. business supervision: < 1 > morning meeting arrangement, attendance management < 2 > presiding over meetings, newspaper management < 3 > analysis and tracking of business indicators < 4 > publicity and promotion of marketing plans < 5 > workplace layout.
4. team culture construction: < 1 > workplace layout < 2 > professional ethics education < 3 > motivating morale < 4 > building team spirit < 5 > advocating and implementing the company system.
Verb (abbreviation for verb) increases staff.
(1) Necessary factors for effective recruitment: < 1 > planned recruitment: target quantification < 2 > continuous implementation of the plan: heart is not as good as action < 3 > positive attitude < 4 > establishment of recruitment records < 5 > formulation of recruitment incentive implementation plan.
(2) the criteria for recruitment: < 1 > initiative < 2 > diligence < 3 > responsibility < 4 > good affinity < 5 > perseverance < 6 > helpfulness < 7 > good communication < 8 > good interpersonal relationship.
(3) Methods of increasing employees:
1. cause and method: < 1 > relatives, classmates, friends and old colleagues < 2 > people with similar interests < 3 > customers < 4 > people who need to know in daily life.
2. influence center: < 1 > people who have power, power and status in society < 2 > people who have influence in society < 3 > people who have frequent contact with the above two kinds of people at work < 4 > people who have extensive contact with the public in their careers < 5 > people who hold large insurance policies < 3 > company behavior: < 1
(IV) Interview content for additional staff: 1, explanation of business salary and promotion conditions 2, explanation of salesman welfare protection plan 3, explanation of salesman's job responsibilities 4, informing the applicant of the company's expectations of him 5, reviewing the standard operating procedures and business philosophy of the department 6, describing the general situation of pre-job training.
VI. Cost Management
(1) Daily chores: 1, workplace layout 2, acquisition of training AIDS 3, employee birthday and holiday gifts 4, workplace telephone.
(2) Business incentive fee: depending on the business situation at each stage.
(iii) Post allowances for branch managers and main trainers.
(d) management fees for team activities
Seven, salary management
(1) basic salary: < 1 > probation salary < 2 > salary after passing the probation examination < 3 > salary of full-time employees < 4 > salary of part-time employees < 5 > salary of supervisors.
* adopt minimum standards (i.e. guaranteed wages) to link with performance. Every time the premium increases 1 standard, the salary increases 1 fixed amount.
(II) Performance commission and reward: < 1 > Employees of the company will issue < 2 > year-end award ranking award < 3 > labor competition award according to the same standards for different types of insurance.
(3) Reward for increasing staff:
1. The referrer enjoys a training allowance of 20% of the basic monthly salary of the newcomer for a period of one year;
2. The introducer enjoys a management allowance of 0.5% of the paid premium for each business of the newcomer;
3. Introducers only enjoy the above two rights of the new generation 1 introduced by themselves.
(4) Team management:
1. When the accumulated monthly premium paid by the employees themselves and the employees (8 in total, including more than 5 full-time employees) increases to 200,000 yuan (inclusive) for three consecutive months, the employees can apply to set up an independent marketing branch, and the added employees belong to the department and enjoy the treatment of branch manager;
2. Branch manager's treatment: basic salary+post allowance+team performance allowance+business commission+reward;
3. Team performance allowance:
< 1 > (the individual is the department manager). When the team performance reaches 500,000 yuan (inclusive) this quarter, it will be paid to the department manager according to 0.3% of the paid premium;
< 2 > (Team) When the team's performance in this quarter reaches 500,000 yuan (inclusive), it will be given 0.5% of the paid-in premium.
Eight. social security
Provide basic social medical insurance for all full-time employees who pass the probation period.
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Report materials on marketing team construction of sales department
China People's Property Insurance Company XXXXX was established in 1999, located in the bustling area of XXXXX, with convenient transportation. There are XX employees, including XX contract employees, XX marketing employees and XX temporary employees, with an average age of XX years old and college education or above. The sales department is the largest grass-roots company in our city, with a premium income of RMB XXXXX million in 2006. From 2002 to 2006, our department successively obtained advanced grass-roots party organizations and advanced party branches of provincial and municipal companies. In 2004, it was named "Youth Civilization" by the Provincial Youth League Committee. In 2005, it participated in the Changzhi labor competition and won the third prize of the new collective of the Economic and Technological Company of Changzhi Labor Competition Committee. In 2006, the "Youth Civilization" was passed again in the acceptance of the provincial "Youth Civilization". In 2006, in the construction of marketing team, the marketing team of our department got a high score and was among the best, which made the marketing team of our company enter the top 20 in the province and won the honorary title of "Benchmarking Team" in the province. In April, 2007, it was awarded the honorary title of "May 4th Red Flag Youth League Committee Organization" by China People's Property Corporation. In the first half of 2007, it won the Benchmark Award of Compulsory Traffic Insurance Labor Competition, the Pioneer Award of Auto Insurance Business Development and the Excellent Business Development Award of Municipal Company Labor Competition.
In the past few years, China PICC has undergone a series of institutional changes, such as share reform and institutional separation. However, under the correct leadership of the General Manager's Office of the Party Committee of the municipal company, our department closely revolves around the eight-character policy of "management, efficiency, service and development", adheres to the enterprise spirit of "market-oriented, customer-centered" and "truth-seeking, honesty, hard work and innovation", attaches importance to the development and training of marketing teams in the face of the fierce competition environment of many insurance companies in the market, and strives to build a team spirit of unity, forge ahead and dedication to achieve business. Exploring the road of marketing in practice is what we have considered and done most in recent years. How to build a standardized team and realize all-staff marketing has become the top priority of the leading group for many years, integrating management, service and business into the construction of creating a standardized team. We will report the specific work of creating a team as follows:
First, strengthen organizational leadership and raise the awareness of all staff.
In order to consolidate the achievements of last year's founding activities, further enhance our competitive advantage, and move forward to the national demonstration benchmarking team. Since the beginning of this year, the manager's office of our company has always focused on creating a national model and benchmarking team, forming a good situation in which the party, the government and the league work together, strengthening organizational leadership, putting responsibility on people, and having clear goals, so that all the work in the past year has been implemented. Specific measures:
1. First of all, the organization and leadership have been strengthened, and the creation work has become the first in daily work. The main leaders paid full attention to it, the manager in charge paid special attention to it, and the office carried out supervision and inspection, which made our company form a good situation of * * * management, and our marketing management work was implemented.
2. Take out an undergraduate student to take charge of marketing work, breaking the situation of talking too much and not implementing enough in previous years.
3. Establish confidence, improve the awareness of all staff, call on all staff to actively participate in benchmarking marketing team building, raise awareness and correct attitude.
Two, improve the rules and regulations, formulate incentives to ensure the healthy development of the marketing team.
It is impossible to have a well-trained team with good thinking, excellent work style and fine professional quality, but it is also impossible to manage salesmen only by system, because insurance salesmen come from different industries, and some of them have never even taken part in work. How to manage this team well, make them love the insurance marketing industry, do a good job and not jump ship in this insurance market competition is the key issue before us. Over the past year, we feel that to develop and cultivate a good marketing team, we must be people-oriented and humanized to unite people's hearts, and urge employees to love their posts, companies, collectives and serve the people wholeheartedly.
After several years of practice, it is very important to use what kind of system regulations and incentive measures to manage marketers. The management system must be suitable for marketing, that is, it has incentive and binding effect. In the work, combined with the "Measures for the Administration of Individual Marketers" issued by the municipal company and the actual situation of the company, timely formulate and improve various internal control systems of the company. First of all, it starts with personnel management, including organization setting, marketing personnel recruitment, signing contracts and so on. Secondly, from the management requirements, from attendance, study, group activities and other aspects of marketing staff requirements. Third, according to different grades, the basic salary is paid to marketers. Fourth, there are rewards for promotion. At the end of the year, the marketing personnel, marketing team leader, marketing section chief and marketing manager will be automatically promoted according to their performance from low to high, and will be rewarded according to their ranks.
5-654.38+ 10,000 yuan, as the head of the marketing team;
10-300,000 yuan, as the marketing section chief;
More than 300 thousand are marketing managers.
More than 654.38+00,000 yuan is the marketing manager.
Fifth, from the welfare treatment; The company opens an old-age insurance account for marketers, and at the end of each year, according to the regulations, it issues pensions to marketers and deposits them into the old-age account. Sixth, conduct an annual year-end assessment of marketers from the aspects of implementation system, performance and customer service, and load the assessment results into personal marketing files.
Third, do a good job in building corporate culture and enhance the cohesion and combat effectiveness of the team.
Successful enterprises benefit from successful culture, and the core of corporate culture is the work of rallying people. Only by doing a good job in corporate culture can the enterprise be full of vitality and the team have strong vitality and combat effectiveness. Over the past year, our department has always put corporate culture construction in the first place, with the specific goal of "shaping first-class image, creating first-class performance and building first-class team". First of all, we put spiritual culture in the first place, constantly organize employees to carry out training and study, supplement spiritual food, and stipulate that every Friday is a study day, which has played a positive role in improving employees' knowledge of theory, regulations, business and culture. Strive to build the sales department into a learning, organizing, diligent and pragmatic team. Adhere to the morning meeting system. Every morning at 7: 50, all staff attend the morning meeting, make full use of the morning meeting to arrange work, exchange ideas and share experiences, and use the morning meeting to enhance collective centripetal force and cohesion; Building corridor culture, hanging famous sayings and aphorisms, always encouraging employees to strive for progress and self-improvement, and mobilizing the enthusiasm and creativity of all employees; Second, conduct behavior culture construction. In order to combine corporate culture construction with business development closely, and make simple business work vivid, solid and effective. Our department often organizes some active and healthy cultural and sports activities in our spare time to enhance employees' confidence in the company. Every July 1 Sunday, the birthday of the Party,1/month1National Day, we will organize commemorative activities, especially after the Spring Festival every year. All employees should be organized to dedicate colorful cultural programs and actively participate in cultural performances organized by municipal companies. Through various activities, the life of employees is enriched, the understanding and friendship between employees are enhanced, and the centripetal force and cohesion of the company are enhanced. Third, pay attention to material and cultural construction. As the largest brand in the insurance industry, the construction of image engineering is particularly important. For this reason, our department takes image engineering as the backbone. According to the team acceptance criteria and the current situation of our department, although the office space is not large, we make full use of every space to open a fitness room and lounge for employees. When you walk into our spacious and bright activity room, you will be infected by a warm, harmonious, healthy and uplifting atmosphere. There are records of our employees' daily life. When employees are on business trip, working overtime or feeling unwell, they can be used to pause their body and mind and relieve fatigue. The company also set up a staff canteen for employees, providing breakfast for employees free of charge, comprehensively strengthening the construction of corporate culture, enhancing the cohesion of the team and improving the combat effectiveness. Our goal is to make every employee feel the warmth and peace of the big family. Really regard the company as your home and your colleagues as your brothers and sisters.
Third, based on their own duties, build a first-class team and provide first-class services.
In the final analysis, the development of the company is reflected in social benefits. Shaping corporate image is a systematic project. Our department often carries out short-term labor competitions with various forms and rich contents in stages, and carries out the activities of "Youth Civilization" all the year round, focusing on four aspects: first, shaping the brand-new visual image of the company and hanging PICC signs, signs and plaques in conspicuous places; Second, do a good job in workplace construction. Make insurance introduction, notice for policyholders, service supervision desk, etc. All on the wall; Set up a claim suggestion box and supervision telephone. In order to further play the role of window and create a good "gold medal service" for PICC, the construction of business hall has been strengthened. Specially set up a customer lounge, equipped with recliners, drinking fountains, disposable drinking cups, paper and pen utensils, and provided customers with audio and television, creating a beautiful office environment for customers, making them feel at home as soon as they enter the business hall. The third is to build a first-class team and carry out "gold medal service" activities. Standardize service procedures, use civilized language, implement the responsibility system of first inquiry, open up green channels, set up service guides and guide desks in the business hall, and all staff members shall hold certificates to ensure warm reception and courtesy. Fourthly, the questionnaire for soliciting opinions is distributed to customers every year, and the marketing personnel take back the questionnaire and deposit it in the team building file of the sales department.
Over the past few years, we have provided first-class services to the insured and the society with thoughtful services and reasonable prices.
Fourth, develop the marketing team and strive to move towards the national benchmarking team.
Since the establishment of the benchmarking team, it has achieved initial results, developed a certain scale in the marketing team, achieved steady development in various businesses of the company, and has a set of management methods and rules and regulations. However, we feel that it is far from enough to rely on some existing things for the long-term stability and development of the marketing team, especially in this period of economic development and in the fierce competition environment of many insurance companies today, it is not enough to rely solely on spirit. Now we often find it difficult to develop a large marketing team, and the cost is tight. Some incentives cannot be implemented, and some large-scale team activities cannot be carried out. Secondly, marketers pay more attention to performance than learning, and training and learning are still going through the motions. We still need to work hard on learning and training, and we need to constantly improve and summarize the assessment and incentive mechanism in practice. In the future work, we must, as always, conscientiously implement the spirit of the superior company, seriously study the line, principles and policies of the 17th National Congress of the Communist Party of China, integrate theory with practice, and truly apply theory to practical work, so that our department can truly embark on a marketing road of connecting the past with the future and opening up the future, and become a "national benchmark" at an early date.
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Further reading: How to buy insurance, which is good, and teach you how to avoid these "pits" of insurance.