Auto insurance accident car business 15 how to deal with insurance companies?

? Hello, welcome to 15 automobile insurance accident car business lecture. This is lecture 10. At the beginning of this lecture, I will use four pages to discuss and share with you how to do a good job in accident insurance car business. First, let's start with dealing with insurance companies.

How is the insurance company doing? What changes are they facing?

Since it is auto insurance, the insurance company here refers to the property insurance company.

What do insurance companies care about? We need to talk about the profit model of insurance companies.

Generally speaking, the profits of property insurance companies consist of underwriting profits and investment income. Underwriting profit is the surplus obtained by insurance companies from insurance business. It is the balance of the insurance premium received after deducting the cost of obtaining and paying the policy and the operating cost. ? Investment income is easier to understand, and it reflects the asset scale and asset management ability of insurance companies. Here, we only talk about the underwriting profit directly related to the auto insurance accident car business.

Among the underwriting profits, the policy acquisition cost refers to all the expenses incurred in the process of selling insurance products to obtain premiums, including discounts and concessions on policy premiums, intermediary fees paid to intermediaries, sales expenses, taxes and fees, publicity and printing expenses, etc. The cost of compensation refers to the amount paid to customers according to the occurrence of the corresponding liability, including settled claims, outstanding claims reserve and incurred outstanding claims reserve, etc. Operating cost, that is, the cost of maintaining the normal operation of the enterprise, including operating expenses, management expenses and employees' wages and benefits. Based on the obtained premium and underwriting cost, the comprehensive cost rate is usually used to measure the profitability of auto insurance underwriting. The ratio of claim expense to earned premium constitutes the total expense rate of payout ratio, and the sum of them is the comprehensive cost rate, so the comprehensive cost rate measures the underwriting profitability of insurance companies. Here, what you need to know is three indicators, namely, expense rate, expenditure rate and comprehensive cost rate, referred to as "three rates". This is the operating index of the insurance company, and it is also the signal lamp that determines the front-end gross profit of the automobile dealer and the output value of the rear-end accident car.

Having said that, we need to look at the key income structure. In the business structure of property insurance companies, the scale of auto insurance premium surpassed that of corporate property insurance by 1988, and since then it has become the largest type of property insurance. After 20 16, affected by the decline of the automobile market and the reform of commercial fares, the proportion of auto insurance business in the business of property insurance companies showed a downward trend.

Having said the basic logic, I can find the following changes in the "married life" of insurance companies by combining some data of 202 1:

1) Auto insurance is still an absolute big deal, but auto insurance is not auto insurance. By 20021,auto insurance business will account for 56.8% of property insurance business. Non-auto insurance not only expanded the business scale, but also contributed more to business growth than auto insurance. 202 1, according to the comparable caliber, the premium growth rate of the property insurance industry is about 2%! Among them, auto insurance is about -5%, the growth rate of non-auto insurance is about 12%, and the contribution to the industry is -3% and 5% respectively.

2) the overall loss of auto insurance business, the comprehensive cost structure to high compensation and low cost transformation. As mentioned above, in 20021year, the comprehensive expense ratio of auto insurance was 100.96%, of which the comprehensive expense ratio of payout ratio was 72.4 1% and 28.55%. In contrast, in 2020, the comprehensive payout ratio will be 59.47%, the comprehensive expense ratio will be 39.52%, and the comprehensive cost ratio will be 98.99%.

3) The strong take all, and only big companies are making profits. In 20021,the total profit of property insurance companies was 52.3 billion, an increase of 2.94 billion or nearly 5.9%. Does that sound good? But don't forget, nearly 60% of the auto insurance business is a loss! More interestingly, among the 83 property insurance companies, only PICC, Ping An and Taibao have a total profit of 45.6 billion. What is the ratio? 87%! ! ! In other words, the total profit of the other 80 companies is only 13%.

Taking auto insurance as the center, even if the cost rate of auto insurance rises, the cost rate of the third company in auto insurance business is lower than 100%, which means it is still profitable, just a matter of more or less. Among them, PICC car insurance expense rate is 97.3%, Ping An is 98.9%, and Taibao is 98.7%. The decline of auto insurance premiums of leading insurance companies is lower than that of the whole industry, and the market share of PICC, Ping An and CPIC is 68.9%(YoY+ 1.3%). Leading insurance companies have large scale advantages and strong channel control. In the case of falling additional rates, the space for cost reduction is greater than that of small and medium-sized insurance companies. At the same time, it has comparative advantages in pricing ability, loss determination ability and claims service, further consolidating its leading position.

From the perspective of property insurance companies, in the face of such a situation, how do they view the auto insurance and non-auto insurance markets? Facing the auto insurance market, how will they cope with the reform orientation of lower expense ratio and higher payout ratio? What kind of market position and competition are big companies and small companies in respectively? These directly affect how they deal with the "car dealer channel". Understanding insurance companies is the basic work needed to deal with insurance companies.

How do insurance companies view auto insurance and "dealer channels"?

In an insurance industry research report, professional insurance industry analysts describe the automobile industry chain in this way: there are many participants in the automobile insurance industry chain, in addition to the insurance companies on the supply side and the auto insurance users on the demand side, there are also channels, risk control terminals, service terminals and supervision terminals. As a supplier of products and services, property insurance companies are mainly responsible for underwriting and claims settlement. Demand side customers are buyers of auto insurance products and users of insurance services. The channel party is responsible for the sales of products, a large part of which comes from insurance intermediaries, including professional distribution agencies and part-time distribution agencies. Professional distribution agencies are mainly insurance brokerage companies and agency companies; Part-time distribution organizations mainly include 4S stores and repair shops. The server is mainly provided by 4S shops and hospitals for vehicle maintenance and personnel medical services. The third-party loss assessment company at the risk control end is responsible for estimating the compensation amount. The whole industrial chain is supervised by CBRC and insurance industry association.

The above analysis logic is a typical understanding of automobile, auto insurance and car dealer channels in the insurance industry. "Part-time delivery agency" and "vehicle maintenance server" are also relatively complete understandings. For insurance companies, the front end means cost, and the back end means compensation cost, which has become the object of "zero-sum game" that affects their comprehensive costs. At the same time, because the front-end new car insurance is controlled by the vehicle sales scene to a certain extent, both parties have been pulling at the balance point of cooperation and competition.

From the insurance company's point of view, on the one hand, it needs new car premium, on the other hand, it needs to control the cost and claim cost. At the same time, auto insurance is in a downward trend and profits are worrying. So the chairman of the insurance company at the head of the industry shouted such a voice: firmly promote the key work of "de-intermediation, cost reduction, excellent experience and strong stickiness", increase the development of direct sales control channels, and maintain cost leadership. While consolidating the development of auto insurance and policy business, we will focus on increasing the development of commercial non-auto insurance. ...

If the above is still the business voice of "de-intermediation" and "grasping non-auto insurance" within insurance companies, then the following passage is a straightforward attitude towards "car dealer channels": considering the rigid demand of customers for auto insurance and the sales of branches and power grids of large insurance companies all over the country, intermediary channels such as 4S stores can not create additional social value in insurance sales, but make a lot of benefits leak in the middle and form investments. With the improvement of customers' insurance awareness, from the customer's point of view, such an inefficient business model is obviously lifeless in the long run.

This is the idea of the insurance company. Of course, there are also actions that are really put into practice. The commission agency fee of China Automobile Annual Report decreased by 8.34%, which is the most intuitive feedback to the decrease of expense rate. After-sale claims Because the auto insurance payout ratio has risen sharply after the comprehensive reform, almost all the pressure to control claims falls on the auto insurance claimants. There is hardly a company that doesn't do this. Some companies have revealed that there is no way. Obviously, the price of compensation for car damage cases has risen, and fraud cases have also started to rise this year, while the amount of compensation for personal injury cases has risen even faster, because 10 disability has been covered by the limit of compulsory insurance, and many places that can be mediated now have to pay compensation. But regardless of the management, let alone the increase, it is definitely 30% higher than the same period last year. What should I do if I can't hold it? Either leave or find a way to throw the pot.

Compared with the suffering of auto insurance, the growth view of non-auto insurance business has also been verified by business data. The gap in premium growth between head companies of property insurance and small and medium-sized companies is mainly reflected in business differences. Who seized the non-car opportunity, 202 1 mostly outperformed the market. Looking at the data of another head insurance company, the 202 1 premium decreased by 3.7% year-on-year, but the liability insurance premium income increased by 29.8% year-on-year, and the accident insurance premium income increased by 20.2% year-on-year. What the hell did you do? Here are two cases: a "Car Owner Service Package" project, which aims to tap the needs of car dealers' customers, broaden the cooperation width of car dealers and help raise the premium, includes product quality assurance insurance, after-sales service replacement cost compensation liability insurance and product replacement liability insurance. The other is "owner's privilege protection", which mainly includes accident insurance, personal accident insurance, medical insurance and critical illness insurance.

? After talking about big companies, look at small companies. 202 1 The top two net profit rankings of unlisted insurance companies are Dinghe Property Insurance and Ying Da Property Insurance respectively, and both companies are mainly engaged in non-auto insurance business. Corporate property insurance is either the first or the second largest type of insurance, and they are also the core of supporting the company's underwriting profits!

? The above is what the insurance company thinks, says and does. I want to deal with insurance companies. Have you thought about what they want?

Exchange of resources-the essence of dealing with insurance companies

? ? This is one of the few things that I don't care about. I will express my views directly in the title. Regarding the exchange of resources, I focused on the cause and effect of "premium for repair" in the "Auto Insurance Accident Car Business 15 Lecture (V) Insurance Accident Car Business", and nothing else, that is, resources for resources. It can be said that on the one hand, it is necessary to control costs, on the other hand, it can also be understood as mutual benefit for businesses. Originally, they lived in peace and got what they needed. However, when the above changes came and the original balance was broken, we heard the voice of "de-intermediation", the precise blow of "self-discipline" in handling fees, the discount of maintenance spare parts, and the red-headed document advocated by an automobile industry association in a certain place.

I have met the car dealer investor before: I am "fighting" with the insurance company again. "Do you want to fight or make peace?" I asked in return. "Fighting is to continue the stalemate and chop each other. Peace is to sit down and take a step back." I gave them such feedback because it was a famous military saying: "What you can't get in the war is not available at the negotiating table!" " Since the double engine is a resource exchange, it is the party with more resource advantages that decides the initiative. The world is the lubricant and the engine that determines the power.

My advice on how to deal with insurance companies.

Let's go back to the topic of this lecture: how to deal with insurance companies? The following personal thoughts hope to bring you some inspiration.

Take what you need and know yourself. This is my deepest feeling in this field for many years. Although the two sides in the chain are dealing with each other every day, they are often intertwined with cups and lamps, and at the same time, they don't know much about each other's concerns. Let me tell you an example. Many insurance companies often arrange to station full-time "billing personnel" in large 4S stores. I have talked to many stores about the purpose of the billing staff. Usually the answer is to quote the bill. Is that really the case? Insurance companies are willing to pay high labor costs. What are the requirements for the job responsibilities of the billing personnel? I found the following description in the recruitment information of bill signing staff of an insurance company:

1) Business docking between the company and the 4S shop of the car dealership. Usually carry out garage maintenance, document management and account registration;

2) Auto insurance business consultation, quotation tracking, underwriting and claim settlement, coordination, etc. ;

3) Full-time maintenance of dealer channels, regular activity management, and sign in, sign out and enter the collected license plate information in the activity management system. ...

? Did you notice some words in it? Document management, ledger registration, business consultation and quotation tracking are all routine, and business docking and full-time maintenance are also understandable. Activity management and license plate information are not directly related to the billing personnel, which means that insurance companies also have the responsibility to collect information. What information is it? In addition to license plate information and activity information, there will also be new car sales information, renewal policy number information, business volume and share information in the same industry, and policy information in the same industry, which are very interesting to insurance companies! Insurance companies can collect information by special personnel. What about the car dealer? Can you keep abreast of the "policy differences" of an insurance company in different channels and different car dealers in the same city? Can you timely benchmark the handling fee level, repair ratio, accessories and working hours discount of all brands and stores of the same brand? Can you keep abreast of the changes in the orientation of assessment indicators for business personnel of insurance companies that cooperated with last year?

In the case of "strangers", if you want to get better policies and more resources from insurance companies, I think you should only have more premiums if there is no "harder" relationship. Mutual benefit of resources is the goal, and knowing ourselves and ourselves is the necessary means. Here I list an outline as a preparation "homework" before negotiating with insurance companies for your reference:

? 1) Local market share, business structure and year-on-year and quarter-on-quarter trends of insurance companies. Obviously, big companies and small companies have different market positioning and gameplay, and the game between big companies is often a reference point. There are always some differentiated resources between companies that need to be identified and fought for.

? 2) The latest assessment orientation of insurance companies, knowing what the other party wants is the key; Many times, you only know what you want and don't know what others want. Others want to do more premiums and shares, can you satisfy it? If you can't give it, what attractive chips can you give the other party? Is it interest insurance penetration, non-vehicle cooperation or exclusive marketing activities?

? 3) Cooperation between insurance companies and stores. The business situation should be accurate to each premium commission, the final closed-loop situation of each repair message, the fixed loss and settlement difference of the output value of each accident car. Know more about the business it cooperates with you than the insurance company. What's more, it is necessary to understand the personal situation, personal connections and so on of the insurance company and everyone in the store;

? 4) What you want. This is often the simplest and most difficult. Some become subjective thighs, and the other party in turn asks the first army to pay more premiums; Some follow the crowd and follow the market, regardless of the scale, structure, trends and differences of their own business. Make a list of what you want, what you care about, what the other person cares about and what you can do. These are your opportunities to get content. For example, for the same premium scale, have you paid attention to distinguishing the coverage distribution of the three insurances and the penetration rate of the seating insurance? Have you noticed the difference in the premium and maintenance ratio between this brand and the same brand of bicycles? It can not only determine the focus of your own business, but also make you more likely to compete with insurance companies for additional resources besides premium commission and accident car repair ratio.

Doing your homework well and how to communicate with insurance companies are negotiation skills and strategies. Negotiation is a very professional job. First, there are professional courses to learn, and in addition, we need continuous "struggle" experience accumulation. Forgive me for being unprofessional in this field, but I dare to share some immature suggestions with you:

? 1) From the position of strength. This sentence means "weak countries have no diplomacy". No matter how experienced and charming an individual is in the negotiation, no matter how high the alcohol consumption is, no matter how good the emotional intelligence is, if there is not enough "premium" as a bargaining chip, you can't tell the insurance company that I want as much as others. If your plate is big enough and you have enough resources, just wave the "cake cutter". If your plate is weak, don't expect Bao Sihui to go easy on you. Isn't there a famous saying at the negotiating table: you can't get what you can't get on the battlefield. If you are in a relatively weak position, make full use of data and details, and strive for your due interests without being "eroded".

2) Speak with data. The strength is big and small, and the heart is boundless. In addition to judging the demands and resources of both sides, it is more important to let the data speak and use the data to speak. Have all the promises made by the insurance company been fulfilled? Is there a difference between the claim cycle and other insurance companies? Do you have a list of SMS messages that have been repaired by push? Are there any omissions or deviations in the accident car loss list and settlement list? These are not only the starting point of business promotion, but also the "books" of mutual accounting.

3) The purpose of the referee is to let the opponent win and benefit himself. Talk refers to the communication between the two sides; Judgment is to decide one thing. The premise is that you should regard each other as partners, not opponents or enemies. Partners have the same interests and will try their best to promote cooperation and achieve a win-win situation. There is such a small test. 30 students were divided into 15 groups. Two people in each group, sitting face to face on both sides of the table, stretched out their right hands and shook hands. After the game starts, everyone can tap the table with their right hand to get a point. The purpose of the game is to get as many points as possible in the specified time. Participants were told, "How many points the other side scored is none of your business." But after the game started, everyone tried to block each other and put their hands down. Because of competition, almost everyone can only get 1~2 points.

But there is a group of people who are very special. One person in this group not only didn't stop his partner from scoring, but took the initiative to press the back of his opponent's hand on the table and helped him score a point. The other party was a little surprised at first, but after the reaction, the person who reciprocated helped him get a point. So the two men's hands hit the desktop back and forth, and each scored more than 20 points. In this test, although there is no emphasis on the opponent sitting opposite. But most people unconsciously regard each other as opponents. Automatically brought into the "can't let him win" thinking. This kind of thinking affects the behavior again, so the two sides compete with each other and don't let the other side score. And the result? No one scored.

? What happens when you don't treat each other as opponents? First of all, your focus may change from "don't let him score" to how I score. Then, you will find that the key to your score is that the other party will not stop you. How? They won't stop you. Don't stop him. ? You take the first step, and the other party will take the first step in return. As a result, you all got high marks.

In the book Reflection, Grant gave an example. He said that the negotiation is more like a dance without rehearsal. You want your partner to do the same thing as you, but she may resist you, so you should try to guide her to accept your rhythm and achieve harmony. ? There is a famous saying in the relationship between men and women that "whoever takes the initiative will be passive". Playing cards is not blind, otherwise it can only be a gamble in which whoever loses takes advantage. Going back to the topic of interest to each other and making a big cake together are the winners and losers who control the game.

Ok, I'll share this lecture here. If you are engaged in insurance-related roles in the automobile industry, or you are an insurance industry professional facing the automobile business, thank you for paying attention to the seminar on automobile insurance accident car business 15. Listen to me. Share it. Correct me or discuss it further. See you next time.

The Lecture on Automobile Insurance Accident Car Business 15 was produced by Wei Ran Workshop.

A gentleman should plan ahead before a disaster happens.

Let autobots go deep into insurance and let insurers approach cars.