国寿VS平安，营销员数量大变动！百万营销员该何去何从？
<section style="margin-left: 8px;margin-right: 8px;"><span style="letter-spacing: 2px; font-size: 16px;">营销员队伍一向是寿险市场关注的焦点。</span>
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随着中国平安、中国人寿三季报相继披露，两大寿险公司的营销员情况也尽收眼底。
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三季报显示，截至2019年9月末，中国人寿个险渠道队伍规模达166.3万人，较2018年底增长15.6%。
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平安寿险代理人数量124.5万人，较2018年底下降12.1%。
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从数量上来看，<span style="color: rgb(55, 111, 188);box-sizing: border-box;">中国人寿的个险营销员增加了22.5万人，而平安寿险则减少了17.1万人</span><span style="color: rgb(55, 111, 188);box-sizing: border-box;">。</span>
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记者了解到，今年以来，两家公司在个险营销上采取了不同的策略。
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<span style="color: rgb(55, 111, 188);box-sizing: border-box;">中国人寿坚持扩量提质，在量和质之间取平衡</span>，通过加强新人育成、主管培育、自主经营等推动销售转型升级。
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平安寿险则坚持“有质量的人力发展”策略，<span style="color: rgb(55, 111, 188);box-sizing: border-box;">通过科技赋能，持续推动代理人渠道转型升级。</span>
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尽管策略有所不同，但是两家公司都在努力提高营销员队伍的素质和产能。
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这也说明，<span style="color: rgb(55, 111, 188);box-sizing: border-box;">过去的人海战术已经很难适应当前的发展需要，营销员的队伍素质及产能提升是竞争的关键所在。</span>
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中国人寿副总裁詹忠曾介绍，推动队伍发展，一是强化入口管理，在发达地区市场，<span style="color: rgb(55, 111, 188);box-sizing: border-box;">对队伍的年龄、学历进行持续优化</span><span style="color: rgb(55, 111, 188);box-sizing: border-box;">。</span>
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二是推进新人育成，<span style="color: rgb(55, 111, 188);box-sizing: border-box;">加强自主经营和品牌管理</span><span style="color: rgb(55, 111, 188);box-sizing: border-box;">。</span>
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三是通过日常训练，<span style="color: rgb(55, 111, 188);box-sizing: border-box;">不断提升队伍的质能，同时更加注重业务价值的成长。</span>
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四是在保持县域队伍的优势上，<span style="color: rgb(55, 111, 188);box-sizing: border-box;">加强大中城市队伍布局。</span>
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据了解，中国人寿对个险渠道可谓极为重视。<br style="box-sizing: border-box;"/>
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为推动大个险渠道的发展，中国人寿在近期推动的组织架构改革中，在前台组建了三大中心，其一即为“大个险发展中心”，成为价值创造主要承担者。
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个险部门从之前的6个部门合并而来，包括营销、收展、企划、教育培训、综合金融、运营。
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<span style="text-shadow: rgb(51, 51, 51) 1px 1px 0px, rgb(51, 51, 51) 1px -1px 0px, rgb(51, 51, 51) -1px 1px 0px, rgb(51, 51, 51) -1px -1px 0px, rgb(51, 51, 51) 0px 1.4px 0px, rgb(51, 51, 51) 0px -1.4px 0px, rgb(51, 51, 51) -1.4px 0px 0px, rgb(51, 51, 51) 1.4px 0px 0px, rgb(255, 222, 23) 2px 2px 0px, rgb(255, 222, 23) 3px 3px 0px, rgb(255, 222, 23) 3px 1px 0px, rgb(255, 222, 23) 1px 3px 0px, rgb(255, 222, 23) 1px 1px 0px, rgb(255, 222, 23) 2px 3.4px 0px, rgb(255, 222, 23) 2px 0.6px 0px, rgb(255, 222, 23) 0.6px 2px 0px, rgb(255, 222, 23) 3.4px 2px 0px;color: rgb(255, 255, 255);box-sizing: border-box;"><em style="box-sizing: border-box;"><strong style="box-sizing: border-box;">04</strong></em></span>
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平安集团三季报显示，平安寿险代理人渠道通过升级业务人员基本管理办法，聚焦<span style="color: rgb(55, 111, 188);box-sizing: border-box;">选才增优、绩优培养、团队发展。</span>
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同时严格执行<span style="color: rgb(55, 111, 188);box-sizing: border-box;">考核清退政策</span>，夯实代理人队伍质量。
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<img class="raw-image" data-cropselx1="0" data-cropselx2="558" data-cropsely1="0" data-cropsely2="372" data-ratio="0.5734375" src="https://lymx.com.cn/source/plugin/csdn123_news/display_picture.php?url=https%3A%2F%2Fmmbiz.qpic.cn%2Fmmbiz_jpg%2FaNjLObicsY99V8QYKbJw1ibjr7ERmLmGf4AOs4ic6jx8Vl72SicbUPEZ9TwXvNVQZhyPC01AvqdCMWyh2iaicxdwStyA%2F640%3Fwx_fmt%3Djpeg" data-type="jpeg" data-w="1280" style="vertical-align: middle;box-sizing: border-box;height: 329px;width: 100%;"/>
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平安寿险在近期实施的“2355”改革工程计划中也特别提到，针对代理人群体进行统一的管理和差异化经营。<br style="box-sizing: border-box;"/>
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<span style="color: rgb(55, 111, 188);box-sizing: border-box;">借助AI+代理人、远程培训等科技手段，赋能代理人队伍</span>，助力提升队伍的产能、收入及留存率。
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从两家公司的三季报中可以看出，<span style="color: rgb(55, 111, 188);box-sizing: border-box;">个险营销队伍质态持续向好。</span>其中，中国人寿个险渠道月均 有效销售人力同比增长 37.4%，个险渠道月均销售特定保障型产品人力规模同比提升 49.2%；平安寿险代理人人均个险新保单件数为1.39 件/月，同比增长 9.4%。
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<span style="text-shadow: rgb(51, 51, 51) 1px 1px 0px, rgb(51, 51, 51) 1px -1px 0px, rgb(51, 51, 51) -1px 1px 0px, rgb(51, 51, 51) -1px -1px 0px, rgb(51, 51, 51) 0px 1.4px 0px, rgb(51, 51, 51) 0px -1.4px 0px, rgb(51, 51, 51) -1.4px 0px 0px, rgb(51, 51, 51) 1.4px 0px 0px, rgb(255, 222, 23) 2px 2px 0px, rgb(255, 222, 23) 3px 3px 0px, rgb(255, 222, 23) 3px 1px 0px, rgb(255, 222, 23) 1px 3px 0px, rgb(255, 222, 23) 1px 1px 0px, rgb(255, 222, 23) 2px 3.4px 0px, rgb(255, 222, 23) 2px 0.6px 0px, rgb(255, 222, 23) 0.6px 2px 0px, rgb(255, 222, 23) 3.4px 2px 0px;color: rgb(255, 255, 255);box-sizing: border-box;"><em style="box-sizing: border-box;"><strong style="box-sizing: border-box;">05</strong></em></span>
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但是，<span style="color: rgb(55, 111, 188);box-sizing: border-box;">我国寿险营销员的整体素质和质能都有很大的提升空间。</span>
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市场的很多诟病也多集中在营销员身上，例如，快进快出、留存率低、脱落率高、诚信缺失等。
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这些情况在上述两大寿险公司中也不同程度地存在着。
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一位寿险业内人士表示，未来评价一家寿险公司的内含价值时，市场更多看重的是这家公司高产能队伍的数量和占比，而不仅仅是队伍的数量。
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深处变革的时代，面对外部变化，<span style="color: rgb(55, 111, 188);box-sizing: border-box;">保险营销应做到不忘初心、牢记使命，守住责任。</span>这也应是寿险公司努力的方向。
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文章图片来源视觉中国
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中国银行保险报 记者 朱艳霞
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编辑 房文彬 实习编辑 王梦萦
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