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Theoretically speaking, insurance transactions need honesty most, because the demand for trust comes from the time difference between commitment and performance. The longer the performance lags behind the promise, the more trust is needed for this transaction, and the long-term life insurance business is likely to be the transaction with the longest time difference between the promise and the performance, so it is also the transaction that needs trust most.
The reasons why China people don't trust insurance can be summarized into two aspects:
Let's take a look at the common reasons (existing in any field) and the specific reasons (specific problems in the insurance field).
Common cause refers to the common cause of dishonesty in any field. As we all know, fraud is prevalent in China today, and there are too many industries and enterprises that don't pay attention to honesty: restaurants have gutter oil, milk powder has melamine, tea oil additives are faked safely, rabies vaccine is faked, airline pilots' flight qualifications are faked, and houses sold by real estate companies exaggerate the construction area. Tang Jun even publicly proclaimed that "being able to fool everyone is success".
A few years ago, I discussed a similar problem with a man from Taiwan Province. People in Taiwan Province Province said, "The situation in Taiwan Province Province is much better. I think the Cultural Revolution destroyed the trust mechanism between people on the mainland and destroyed people's values. " I didn't have much experience at that time. Later, I read many books on trust analysis (the best one is On Trust written by Professor Zheng Yefu), and found that the above analysis is reasonable.
The planned economy and the system of state-owned units have eliminated the voluntary combination and reciprocal transactions between all sentient beings, and the constant intrigue has swept away the trust between strangers. After the Cultural Revolution began, the ideological struggle was encouraged by exposing criticism, and the exposed problem was naturally acquaintances. As a result, the struggle between acquaintances, including teachers, students and relatives, began, children and parents had to draw a clear political line, the closest family had been divided, and the large-scale "killing acquaintances" movement led to the collapse of trust between acquaintances, that is to say, the trust between the most basic and primitive acquaintances of mankind also collapsed. China people's psychological barriers (or moral bottom line) to doing bad things have been removed one by one.
Limited by space, the common reasons are not discussed much, and everyone in China has a deep understanding.
The specific reasons can be divided into the following seven points, which basically involve the interpretation of ls members:
1) The development of enterprises is impatient.
Insurance companies are frantically comparing with the past, the international community and banks. To this end, the company apportions huge sales tasks to grassroots sales units, and the grassroots are under great pressure. In order to keep their jobs, they can only fully implement the scale development strategy of the upper level of the company, and have no time to take care of customer feelings. Scale is the first, and integrity is the n th. Therefore, insurance companies addicted to scale treat honesty just like local governments addicted to GDP treat environmental protection: "Haha, draw on paper and hang on the wall."
2) Insurance products naturally make it difficult for insurance companies to reflect integrity.
Insurance covers mostly small probability events, which means that for customers, costs (insurance premiums) must be spent, while benefits (insurance premiums) are rarely seen. This is especially true for long-term life insurance products, which are long-term costs and longer-term benefits. Moreover, for long-term life insurance products, people do not need to buy them again. Therefore, on the whole, life insurance is a "one-time transaction" rather than a "repeated transaction", and there is always no income, which makes the way of building trust through repeated transactions invalid, but repeated transactions are the best way to build trust under the market economy.
3) Insurance sales are daunting.
There is an old saying in the financial industry that "banks eat while lying down, securities sit and insurance runs". There is an old saying in the insurance industry: "Insurance is for sale, not for purchase". Running to eat is initiative. This customer is unwilling to buy, and the next customer may not be. It is better to hold on to this and pursue it until the other party gives in. The chased customer will think, since things are good, why are you chasing me to sell them? Since they are chasing me to sell it, it is definitely not a good thing. They can't say that they are pyramid schemes and liars. As the old saying goes, "the fragrance of wine is not afraid of the depth of the alley"! Unfortunately, insurance products are just a few sheets of tissue paper and have no taste.
I often think that so many enterprises and industries are cheating customers, and the degree of cheating is no less than that of the insurance industry. Why does their image seem to be far better than that of the insurance industry? After talking with many people, the answer is probably: most of the other industries sell necessities and goods or services that can make people "comfortable, awesome and exciting". Take the initiative to send it to the door and be slaughtered. You can only blame yourself! Insurance is different. Insurance is only reluctantly purchased under the conditions of persuasion, threats, inducements (threatening with danger and indulging in benefits), giving gifts and eating, and respecting officials and dignitaries. Some people have never been so "respected" in their lives. If you feel cheated afterwards, you will feel that you have just been held in the sky like never before, and then mercilessly thrown into hell in the blink of an eye. The gap is really too big, that's absolute.
4) New things are always hard to accept.
The life insurance industry has really developed in less than 20 years. Because of the complexity and necessity of insurance products, people still know little about insurance, even those who have bought insurance. Indeed, for ordinary people, even after hard and serious research, it is difficult to understand the meaning of policy terms, let alone a demonstration table full of uncertainty. Even if you buy insurance, people are not interested in studying it. As mentioned above, familiarity leads to trust, and unfamiliarity naturally distrusts. From this point of view, distrust will probably last for a long time.
5) Selling for quick success and instant benefit
Just like the government in China, the vast majority of enterprises in China and the vast majority of people, insurance salesmen are eager for quick success and instant benefit, which is even more serious because they only have commission income. In order to promote the insurance policy, we exaggerate the insurance policy responsibilities and benefits, and do not mention or mention less information that may have a negative impact on customers. In order to sell insurance policies, we cater to customers' psychology one-sidedly, and describe insurance as a deposit. In addition, there is protection. Afterwards, the customer surrendered and found that he had saved for many years, but he could not get back the principal! The voice of the liar is endless.
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Add a point to Professor Guo: The attack on insurance salesmen is not entirely caused by human factors, but the design and constraints of the whole individual insurance marketing system are problematic. This problem has been seen by CIRC, insurance companies, sales staff and customers, but the perfect solution has not yet appeared. Therefore, it is not advisable to unilaterally accuse salespeople of quick success and instant benefit.
6) The service is not in place
A high-end customer (vice president of a chamber of commerce) told me that after buying insurance, the insurance company will send some information (dividend notice, etc.). Every year, and I never watch it. I hope that the insurance salesman can regularly explain the policy situation and dividends to himself. But after buying insurance for a year or two, the original salesman disappeared, and the insurance company seemed to disappear, and I was more and more disappointed with the insurance company. Obviously, orphan insurance policies and services are not in place because of the high turnover rate of marketers and the commission system of three or five years, which leads to customers' distrust of insurance companies.
7) Good things don't go out, but bad things spread thousands of miles.
Negative events that can undermine trust, such as misleading events, claims disputes, dividends far below expectations (expectations are likely to be determined by the statement at the time of sale), and dissatisfaction with surrender, will attract attention as long as they occur. However, the number of positive events such as a large number of normal claims and customer return visits by insurance companies will not attract people's attention. In addition, human psychology has a characteristic: it always thinks that the source of bad news is more reliable than the source of good news, which further undermines trust.
I just went to work in the morning, opened Sohu or Sina website, poured a glass of water, and comfortably browsed the news events of the day. What you find is basically bad news. In addition to party newspapers, most media are always willing to provide all kinds of bad news for everyone, not the last ten minutes of a CCTV program at seven o'clock (the first ten minutes: the leaders are very busy; Ten minutes in the middle: the whole country is very happy; Ten minutes later: the people of the world are living in dire straits), the media know that this can attract attention. Does the media want to eat, too? Therefore, modern network makes bad reputation spread more easily, faster and further.