From the perspective of human resource management, how should companies implement cross-selling business strategy?

Cross-selling refers to the insurance sales method of selling one series of products to other series of customers through a certain organizational form. This new sales model uses cross-selling skills to sell other products to the customer base of the main products. Cross-selling within the group can realize economies of scale and scope and improve the efficiency of resource allocation. Under the framework of comprehensive financial insurance group, it can provide consumers with all-round and multi-level "one-stop" services, realize resource integration, information sharing and product combination of various financial services, and obtain obvious economies of scale and scope. Second, it can give full play to the overall advantages and realize the strategic coordination of the group.

(A) the basic conditions for successful cross-selling

1. Customer-oriented operation mechanism

At present, the traditional operating mechanism of the insurance industry is product-oriented, while cross-selling is a market-oriented and customer-oriented sales model, which is a challenge to the traditional operating model and internal organization. If the traditional operation mode is not changed, even if cross-selling is realized, users will face all kinds of complaints. They don't want to see different salesmen of the same insurance company often sell them different businesses. Cross-selling should not only cross in the user interface, but also cross in the marketing system of operators, and then deliver it to the end users with a unified interface.

2. Personnel quality

Business personnel of all channels in the group must have diversified knowledge of financial products and sales skills; Be able to understand the internal needs of customers and guide them effectively. Customers buy not only the product itself, but also the professional ethics and service quality of the sales staff. At the same time, management cadres at all levels of insurance groups must have corresponding competencies, which mainly include: strategic awareness and comprehensive management ability of comprehensive financial groups; Good at organizing collaborative operations across companies and sales channels; Be able to guide cross-selling and educate employees.

3. A sound education and training system

The transformation of sales team from single product sales to cross-selling needs various guidance and training, and needs to establish a new training course system and process. Establish a customer-centered concept and cultivate behavior habits; By subdividing the target customer market and adopting targeted sales strategies to guide sales behavior; Learn the risk knowledge of different industries and analyze the difficulties and problems faced by different customers.

4. Strengthen cross-selling driving mechanism and assessment mechanism.

Through the market-oriented distribution of benefits, employees are encouraged to create sales opportunities for other series of the Group and increase the sales of the whole company in every contact with customers.

5. Coordination mechanism

The experience of foreign financial holding companies or group companies shows that in the early stage of developing cross-selling, there are many disadvantages in independent marketing and sales of customers by subsidiaries of the group, which are highlighted as follows: inconsistent information, one-sided and inconsistent customer information owned by subsidiaries, resulting in conflicts and inconsistencies in the information transmitted to customers in marketing activities; There are also conflicts in sales channels, and each subsidiary carries out marketing activities independently without unified coordination, which leads to the competition for sales channel resources. In order to avoid the above situation in the cross-selling development of property insurance and life insurance, coordination organizations should be established at the level of groups and professional companies to balance the interests of all parties and coordinate business conflicts.

6. System backup support

Establish an integrated platform of IT, network and customer service within the group; Establish a three-dimensional collaborative sales system for products, customers and channels and provide good information support.

Cross-selling has been widely used and popularized in financial and insurance groups at home and abroad.

The affiliated enterprises of Cathay Life Insurance in Taiwan Province Province were reorganized into Cathay Financial Holdings Group, and its Cathay Property & Casualty became the third largest property insurance company in Taiwan Province Province from the past market share of more than 20, and achieved full profit in the second year. The main reasons for its success are: first, the salesman of Cathay Life Insurance has become the salesman of Cathay Financial Holdings in the past, and the financial business can be cross-sold among its companies; Second, Cathay Property & Casualty does not set up its own marketing team, but only relies on the salesmen of Cathay Life Insurance to sell property insurance. The direct selling team only sells water-related insurance and engineering insurance, and its important feature is low operating cost. Third, financial integration is the need of enterprises, families, individuals and markets, and it is also the characteristic of modern financial institutions to organize marketing in combination with market demand; Fourth, Guotai Financial Holdings has established a standard premium system and a joint assessment system for property insurance and life insurance, and systematically improved the fundamental management of cross-selling business.

In the past four years, large Japanese property insurance and life insurance companies have acquired a number of small professional insurance companies to form insurance group companies with property insurance and life insurance business. For example, Tokyo Maritime Nitto Fire Insurance Company acquired a "Anxin Life" life insurance company, and its sales staff and agents successively launched joint sales. In 2003, Tokyo Maritime Risheng Fire Department developed an "over-insurance" type of insurance, which combined the main types of production and life insurance, realized a complete protection system design for Japanese individuals and families, and attracted many high-end customers to protect complete insurance under the condition of having different products from various insurance companies. The business progress is ideal and the benefits are obvious. After reorganization, Japanese property insurance companies formed "An Tian Fire", "First Life", "Nissan Fire" and "Dacheng Fire". At the same time, they also acquired a "Sunflower Life" life insurance company, and also implemented joint sales in the sales system.

In China mainland insurance market, Ping An Group started the practice of cross-selling on 1998, and maintained a steady and high-speed growth of 70% for three consecutive years. It has developed into a very important income growth point for auto insurance (accounting for 10%) and group accident insurance/health insurance (accounting for 20%), initially laying a unique channel advantage for Ping An in the property insurance/group insurance market for individual customers and SME customers. Its main experience: First, it has established a perfect organizational management framework. The Group and its professional subsidiaries have established an organizational management system with clear division of labor. There are more than 200 management cadres engaged in cross-selling in the whole system. The second is to build a basically smooth operation process. With the development of business and the continuous improvement of business process, the "one-pass" issuance of group insurance has been realized in the field of individual insurance business, and the property insurance issuance system has directly extended to life insurance business institutions; The recursive system of renewal business is realized, and the problem of "orphan list" is effectively solved. The product end can rely on professionals and backup service system to achieve satisfactory claims service for customers. The third is to gradually establish an assessment mechanism. The cross-selling assessment system of professional companies has gone through the groping process of not assessing products and sellers, unilaterally assessing and simultaneously assessing both parties. At present, 65,438+00% of individual insurance agents, 5% of group insurance agents and 5% of group insurance agents are responsible for KPI assessment. Cross-selling is included in the assessment system, which enhances the execution of producers and sellers. Fourth, the training has trained the team of commissioners. At present, the production team has 700 commissioners for cross-selling services, and has established a rating and elimination system for commissioners.

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