激勵(lì)培訓(xùn)計(jì)劃提升銷售業(yè)績(jī)Launching Training Programs to Improve Sales Volume

1、激勵(lì)培訓(xùn)計(jì)劃提升銷售業(yè)績(jī)launching training programs to improve sales volume 論文摘要美亞琪商務(wù)咨詢（北京）有限公司是美國(guó)國(guó)際集團(tuán)（aig）為與中國(guó)人民財(cái)產(chǎn)保險(xiǎn)股份有限公司（以下稱人保公司）在健康意外險(xiǎn)方面進(jìn)一步的合作而建立的全資子公司。公司正式成立于2004年5月，公司成立以來(lái)致力于向我們的合作伙伴-中國(guó)人民財(cái)產(chǎn)保險(xiǎn)股份有限公司提供有關(guān)意外健康險(xiǎn)（或稱兩險(xiǎn)）方面的新產(chǎn)品開(kāi)發(fā)、承保、銷售、理賠等方面的咨詢服務(wù)。在經(jīng)與人保公司緊密合作兩年后，我們發(fā)現(xiàn)盡管我們努力向人保公司分享aig成熟保險(xiǎn)市場(chǎng)的管理理念，積極推進(jìn)兩險(xiǎn)新產(chǎn)品的開(kāi)發(fā)、承保、銷售、理賠

2、等方面的國(guó)際管理規(guī)范，但這些管理理念仍然不能很好的滲透到人保各地分公司；兩險(xiǎn)銷售業(yè)績(jī)、產(chǎn)品開(kāi)發(fā)與理賠管理等方面的合作進(jìn)展在與合作前相比都沒(méi)有很大的提升。依據(jù)我公司領(lǐng)導(dǎo)前期在一些人保省公司實(shí)地考察獲取的培訓(xùn)需求，公司領(lǐng)導(dǎo)層在今年的商務(wù)計(jì)劃中明確指出我們公司各個(gè)部門要深入人保各地省公司，開(kāi)展從市場(chǎng)營(yíng)銷到理賠監(jiān)管方面的培訓(xùn)項(xiàng)目以便能深入的推廣有效的兩險(xiǎn)管理理念；提高兩險(xiǎn)銷售業(yè)績(jī)同時(shí)降低理賠額，從而提升兩險(xiǎn)產(chǎn)品的利潤(rùn)。而我所在的培訓(xùn)發(fā)展部將參與與市場(chǎng)營(yíng)銷部一起合作進(jìn)行為期6個(gè)月的，針對(duì)人保省公司銷售隊(duì)伍有關(guān)銷售渠道方面的培訓(xùn)，旨在與進(jìn)一步提升兩險(xiǎn)產(chǎn)品的銷售業(yè)績(jī)。 本論文依據(jù)公司領(lǐng)導(dǎo)層前期對(duì)人保省公司實(shí)

3、地考察報(bào)告結(jié)果，進(jìn)行了swot分析及公司部門間的討論的方法確定了本項(xiàng)目實(shí)施方法及目標(biāo)。在項(xiàng)目執(zhí)行期間，通過(guò)與不同人保省分公司提前溝通和提交建議書(shū)的方式及時(shí)了解當(dāng)?shù)匦枨蠖贫ㄒ虻刂埔说呐嘤?xùn)方案，并且在培訓(xùn)結(jié)束時(shí)邀請(qǐng)參訓(xùn)人員填寫(xiě)培訓(xùn)反饋表以便及時(shí)對(duì)我們培訓(xùn)項(xiàng)目進(jìn)行評(píng)估。經(jīng)過(guò)前期對(duì)實(shí)地考察報(bào)告的分析和制定可行的項(xiàng)目計(jì)劃，以及在中后期根據(jù)培訓(xùn)反饋及時(shí)對(duì)培訓(xùn)課程的調(diào)整，此次有關(guān)銷售渠道培訓(xùn)項(xiàng)目得以順利完成并取得了預(yù)期效果。通過(guò)此階段的培訓(xùn)，我們積累了很多寶貴經(jīng)驗(yàn)包括對(duì)人保公司各省地區(qū)差異及架構(gòu)有了進(jìn)一步的了解， 而且兩險(xiǎn)業(yè)績(jī)截至到八月份去年同期相比有大幅提高。通過(guò)我們此次的培訓(xùn)項(xiàng)目實(shí)施，我們接到了更多人

4、保不同省份公司的不同層次的培訓(xùn)需求，并且收集到大量的不同地區(qū)的業(yè)務(wù)信息，實(shí)踐證明只有深入到人保各省公司進(jìn)行因地制宜的持續(xù)的培訓(xùn)才能確保有效地向人保公司滲透我公司管理理念、提高兩險(xiǎn)銷售業(yè)績(jī)和業(yè)務(wù)質(zhì)量，最終達(dá)到雙贏。abstract this paper presents a detailed report of a training project implemented to increase our partners (picc p&c) accident & health insurance product sales volume. our company (aig business c

5、onsulting beijing) has been working closely with our partner picc p&c on a&h (accident & health) insurance products for more than two years. during our corporation, we found out that it is very hard to penetrate our a&h management concept deep into picc p&c provincial or city branches. hence, the pr

6、oblem occurred which is the a&h products sales figure is far behind both companies target. it is hypothesized that a series of tailor made training programs will help agencies who are first line sales people from picc p&c provincial and city branches sell more accident & health products. in order to

7、 increase the a&h sales volume and meanwhile enhance our credibility to our partner. a distribution channel training project was launched from march to august, 07. with the efforts of all of our team members, we achieved our goal successfully. by the end of august, the total a&h health product sales

8、 figure is increased by 15% compared to the same period of last year. the result of the project demonstrated the tailor made training program is an effective approach for increasing sales volume.table of contentspages1. introduction 12 summary of the preliminary research2 2.1. problem 2 2.2. problem

9、 analysis2 2.2.1 companys current situation2 2.2.2 current market situation analysis3 2.2.3 swot analysis 33. project objective and hypothesis43.1. project objective43.2. project hypothesis44. project rationale55. project design65.1. planning activities65.1.1 activities with time-scale65.1.2 people

10、involved and responsibilities75.2. costing85.3. risks analysis85.4. management and control96.project implementation106.1. general introduction of time, place of project implementation106.2. the working steps of implementation116.3. monitoring117.project findings and discussion127.1.results127.2.disc

11、ussion128. conclusion13bibliography14appendix 1: training feedback form15appendix 2: the project flowchart17launching training programs to improve sales volume1. introductionwe have been worked closely with our partner picc p&c to develop a&h products and launch the products on the market for more t

12、han two years. in this two years period our company strategy was focusing on product development, market research, provide training to picc head office and provincial level management staff on a&h product management concept. as the sales of a&h products are far behind our target, we would like to ma

13、ke a six months training plan to picc p&c first line sales people mainly focus on how to improve a&h products sales volume and at mean while to increase our credibility to our partner picc p&c.our goal for this project is to increase our partners total a&h products sales volume, at the same time to

14、increase our credibility to our partner picc p&c. the objective is to complete the series training program to our partners first line sales force and provincial management level staff. its hypothesized that if we can complete our training program successfully to our partners sales team and managemen

15、t staff, they then can then equip with professional selling skill and a&h product knowledge, and eventually sell more a&h products. the key outputs and benefits will be through the sales volume increased, we enhanced our credibility in front our partner. hence, we can carry on a smooth corporation w

16、ith our partner picc p&c and forester a win-win relationship.the total costs of the project are rmb 462,000, which is divided into four parts including material and equipment, traveling transportation, labor and contingency allowance. in the whole process of this project, we adopted those helpful te

17、chniques and methods which john hilton introduced in his book “practical business project and proposal (2001)”. scientific research methods of collecting training feedback forms, telephone interviews and swot analysis were used in the identification and analysis of the problems. flowchart, project f

18、ramework and several other methods were also adopted in the design, implementation and evaluation of the project. upon our training project completion within the time frame, our partners a&h products sales volume achieved our target which made a 15% of increment compared to the same period of last y

19、ear. simultaneously, we received many other sales training requests from other picc p&c branches office which shows we have enhanced our credibility to our cooperation partner. 2. summary of the preliminary research2.1problemthe problem we are facing is that our partners a&h insurance product sales

20、figure is far behind the target due to the poor distribution management, product management and selling skills. 2.2problem analysis2.2.1 companys current situationamerican international group, inc. (aig), world leaders in insurance and financial services, is the leading international insurance organ

21、ization with operations in more than 130 countries and jurisdictions. aig companies serve commercial, institutional and individual customers through the most extensive worldwide property-casualty and life insurance networks of any insurer more 80 years. with the support of our head office, the manag

22、ement team of aig business consulting beijing consists of experienced experts in various insurance disciplines from different aig operations around the world. our young, energetic and well-trained employees are the backbone of the company and put forth right attitude to work closely with picc proper

23、ty &casualty in accident & health area. to date, aig business consulting beijing has a staff of 43 in order to provide quality consulting services to picc property &casualty for long term business growth.l customer profileswe solely provide consultancy service to our strategic cooperation partner wh

24、ich is picc p&c (picc property and casualty company limited). it is state owned enterprise and was formally established in july 2003. the company became the first domestic financial enterprise to list overseas on the stock exchange of hong kong limited on 6 november 2003. with 57 years of operating

25、history, the “picc” brand enjoys a prominent reputation in the china market and a leading position in the non-life insurance market in mainland. picc p&c has a extensive network with more than 4,500 branches and 61 thousands employees nationwide, and the company has the most extensive distribution c

26、hannels.2.2.2current market situation analysischinas insurance market is still at a stage of relative immaturity despite rapid economic growth in recent years. historically, the role of the state and affordability were key constraints on demand for insurance especially in the area of accident and he

27、alth insurance. the penetration rate is at 2.7% of gdp which means potential of the growing accident and health insurance business. picc p&c accounts for almost 50% of nations insurance market share. on the contrast, its accident & health business only owns 9% of total business. in some picc propert

28、y & casualty provincial and city level branch offices, auto insurance business make up more than 90% of their total business. 2.2.3swot analysisstrengthsl subject matter expert from different functions and territories l support from other aig operations l enormous a&h experiences including multiple

29、distribution channels l pool of talents availablel forward looking and knows the business (planning to execution)l current skill sets are able to meet needs of customer (picc p&c)weaknessesl build a deeper and wider scope of relationship with picc p&cl no proper training function in picc p&cl too ma

30、ny demand but too inadequate resources l lack of understanding of picc p&c frontline operationl lack of understanding of picc p&c data systeml talents lack hands on experiencel little opportunity for field interactionopportunitiesl there is a great opportunity to expand our partnership with them to

31、take advantage of their market dominancel restructuring of picc p&c (e.g. accident & health profit center, actuarial department)l picc staff started to familiarize with accident & health businessl china insurance regulatory committees growing emphasis on non-life actuarial requirementsl more and mor

32、e picc p&c branch offices expressed interest in training and cooperation accident & health businessl picc p&c is lack of experience in accident & health productsl alternative distribution channels are underdevelopedthreatsl keen competition l picc p&c management is committed to change but the organi

33、zational issues are substantive obstaclesl a&h still a small part of picc p&c business l senior mgmt may not buy-inl dependent on single distribution channell cultural differences social and corporatel tighter control of reinsurance to foreign insurance companiesl picc p&cs competitors doing somethi

34、ng that aig business consulting beijing is planning to do for picc p&cl more multinational firms in china, less experienced insurance talent and high job turn over rate in general 3.project objective and hypothesis3.1.project objectivethe problem we are facing is that our cooperation partners a&h in

35、surance product sales figure is far behind the target due to the poor distribution management, product management and selling skills. our goal for this project is to increase our partners total a&h products sales volume, at the same time to increase our credibility to our partner picc p&c. the objec

36、tive is to complete the series training program to our partners first line sales force and provincial management level staff.3.2.project hypothesisin the chinas insurance market, picc p&c accounts for almost 50% of nations insurance market share. however, its a&h business only owns 9% of total busin

37、ess. comparing to an international insurance company, a&h business can be as much as 35% of total business. this is the reason that both companies foresaw the potential of the growing a&h insurance business. its hypothesized that if we can complete our training program successfully to our partners f

38、ront line sales team and management staff, they then can increase the a&h products sales.4.project rationalein order to fulfill my project, i have referred the related books including world class english for business book i, world class english for business book ii and practical project design. foll

39、owing is the detailed information listed. first, i referred to world class english for business book 1, i have learned how to do the training feedback form as we would like to know about what participants have leaned and willing to learn in the future and which area that we can improve. those are th

40、e questions asking peoples feeling and they are the focus of total quality management. as its a managing tool to help improve service to the customer, it just helped us to find what our partners need. second, i read the book world class english for business book 2. it just continued to introduce how

41、 to dig out best way to serve your customer such as, before you sell your product to the market you need to know your customer need and wants and then design what they want to buy, after you sold out your product you also need to follow up on the service. this rationale has help us to complete our t

42、raining flow, we started with training need analysis and tailor made the training programs; after we delivered the training, we continued to evaluate our training effect and then we follow up with the upgrade training proposal which made us training program professionally and successfully. i also re

43、ferred the book of practical business project and proposal design (hilton, 2001) and international standards for students writing (brian devlin, 2003). i have learned form them how designed project, how to monitor the progress and how to write an international standard paper. to sum up, i got the th

44、eories or rationales on which my project was based and they were as follows:a) a good customer service policy depends on knowing what customers want and how they feel about the service you offerb) the qualities and skills of sales people are the essential requirements for make a sale 5.project desig

45、n5.1.planning activities5.1.1 activities with time-scaleconsidering picc p&c is a national wide soe, we divided our training plan into six months. the target provinces will be target on low a&h production provinces which is including henan, gansu, guangxi, sichuan, jilin, henlongjiang. in month one:

46、get both companies management approval on training project proposal including training program outlinein month two:carry out training programs according to the training schedule to first two of provincial level sales personnel of picc p&cin month three carry out training programs according to the tr

47、aining schedule to the number three and four of provincial level sales personnel of picc p&cin month fourthmake the necessary improvements on training materials based on training feedback collected, picc p&c local branch request and sales figuressummarize every province post training reportin month

48、fivehelp picc p&c to launch ttt program for their national sales leaderscarry out training programs according to the training schedule to last two of provincial level sales personnel of picc p&cin month sixcomplete the training program and writing the summary report and follow up training proposal t

49、o both companies management5.1.2people involved and responsibilitiesthere are total 7 people in our training and development team. all of us will get involve in this project and delivering the training program to our customers according to the schedule. besides the above mentioned responsibility, in

50、dividuals task will be as follows: wilson yeung, head of our department is in charge of communicating with our general manager and management people of picc p&c head office to finalize the project proposal.shealli lee, our training manager is responsible of monitoring the training progress and makin

51、g necessary changes on training program based on training feedback collected and customers need.hwangjann lee and margaret li will be responsible for drafting the training proposal based on last year field visit findings and recommendation from our customer picc p&c.kevin wang, yanni hai and i will

52、mainly focus on training materials preparation, training programs coordination, training feedback collection, post training report preparation, and following up on picc p&c ad hoc training request. 5.2.costingsince picc p&c will bear the most of training cost, the expenses for us will be as follows:

53、l cost of material and equipmentspicc p&c will pay for the training venues, so we might need to call their provincial branch people to coordinate for the training and use our own equipment to send the fax, make photo copy or print etc. all of these would be around rmb 40,000.l cost of traveling tran

54、sportationwe need to travel to picc provincial branch office to deliver the training, hence, we will have the expense on transportation, and our customer will pay the accommodation for us. the total transportation will roughly be rmb 200,000.l cost of time and laborwe will count 1/3 of our total lab

55、or into this project and this will be about rmb 200,000.l contingency allowancecontingency allowance is about 5% for the above totally and it is rmb 22,000.cost breakdown (currency: rmb)initial cost:material and equipment40,000sub total40,000recurrent coststraveling transportation200,000labor200,000contingency allowance22,000sub total422,000total cost462,0005.3.risks analysiswe will work closely with picc p&c on monitoring the project progress. the risks that we will pay attention to will fall into:l people related:sta