激励培训计划提升销售业绩Launching Training Programs to Improve Sales Volume.doc

激励培训计划提升销售业绩launching training programs to improve sales volume 论文摘要美亚琪商务咨询（北京）有限公司是美国国际集团（aig）为与中国人民财产保险股份有限公司（以下称人保公司）在健康意外险方面进一步的合作而建立的全资子公司。公司正式成立于2004年5月，公司成立以来致力于向我们的合作伙伴-中国人民财产保险股份有限公司提供有关意外健康险（或称两险）方面的新产品开发、承保、销售、理赔等方面的咨询服务。在经与人保公司紧密合作两年后，我们发现尽管我们努力向人保公司分享aig成熟保险市场的管理理念，积极推进两险新产品的开发、承保、销售、理赔等方面的国际管理规范，但这些管理理念仍然不能很好的渗透到人保各地分公司；两险销售业绩、产品开发与理赔管理等方面的合作进展在与合作前相比都没有很大的提升。依据我公司领导前期在一些人保省公司实地考察获取的培训需求，公司领导层在今年的商务计划中明确指出我们公司各个部门要深入人保各地省公司，开展从市场营销到理赔监管方面的培训项目以便能深入的推广有效的两险管理理念；提高两险销售业绩同时降低理赔额，从而提升两险产品的利润。而我所在的培训发展部将参与与市场营销部一起合作进行为期6个月的，针对人保省公司销售队伍有关销售渠道方面的培训，旨在与进一步提升两险产品的销售业绩。 本论文依据公司领导层前期对人保省公司实地考察报告结果，进行了swot分析及公司部门间的讨论的方法确定了本项目实施方法及目标。在项目执行期间，通过与不同人保省分公司提前沟通和提交建议书的方式及时了解当地需求而制定因地制宜的培训方案，并且在培训结束时邀请参训人员填写培训反馈表以便及时对我们培训项目进行评估。经过前期对实地考察报告的分析和制定可行的项目计划，以及在中后期根据培训反馈及时对培训课程的调整，此次有关销售渠道培训项目得以顺利完成并取得了预期效果。通过此阶段的培训，我们积累了很多宝贵经验包括对人保公司各省地区差异及架构有了进一步的了解， 而且两险业绩截至到八月份去年同期相比有大幅提高。通过我们此次的培训项目实施，我们接到了更多人保不同省份公司的不同层次的培训需求，并且收集到大量的不同地区的业务信息，实践证明只有深入到人保各省公司进行因地制宜的持续的培训才能确保有效地向人保公司渗透我公司管理理念、提高两险销售业绩和业务质量，最终达到双赢。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 consulting 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 problem 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 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 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 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 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.discussion128. 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 than 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 make 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 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 management 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 with 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 techniques 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 framework 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 year. 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 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 organization 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 management 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 property &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 which 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 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 channels.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 health 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 property & 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 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 many 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 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 more 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 organizational 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 something 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 insurance 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 objective 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 business. 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 front 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. following 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 the 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 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 training 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 referred 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 theories 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 design5.1.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: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 training 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 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 to 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, individuals 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 making 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 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: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 transportationwe 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 labor 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