Behavior marketing, we mainly want to analyze human nature. Because all sales are based on human nature, all marketing is people-oriented. All our sales activities should be based on human nature, and all anti-human behaviors will eventually disappear, because they are only temporary.

1, the characteristics of the financial industry

Insurance sales is actually a game between us and our customers. There is a saying that competition with peers is the lowest level of competition; Competition with our customers is the highest level of competition.

Why do you say that? As we all know, banks, securities and insurance all belong to the financial industry, and we sell insurance as a financial tool. The financial industry has a fundamental logic of making money, because the financial industry does not produce wealth, it is just a process of wealth redistribution.

In this process, institutions, people, governments and so on all trade in this market. So how do we make money in this price process of financing? Therefore, the first logic of making money in the financial industry is that insiders earn money from laymen, while we earn money with asymmetric information.

There are direct investment and indirect investment in this industry. As an insurance product, it is actually an indirect investment product. It needs to sell itself through channels, and insurance agents are one channel. We face customers, in fact, it is this kind of information asymmetry money that we earn.

Therefore, our highest level game is with customers. Once you lose this information asymmetry, you may not make any more money from this customer, and he will not allow you to make any more money from him. This is a very important feature of the financial industry.

2. Causes of sales confusion

Then in the process of playing games with customers, we should understand their consumption psychology and purchase psychology. In the past, when we communicated with insurance agents, people would have many questions or puzzles. For example, why did he take a fancy to the product and not place an order? Why do I think he is rich, he doesn't buy my insurance, and so on.

There are actually two reasons for this confusion:

The first reason: we don't know our customers, and there are many factors that affect their consumption behavior. Maybe we don't know what factors behind the customer affect his order;

The second reason: it is very important that you don't understand the insurance psychology of customers, that is, the psychology of insurance decision-making, also called the psychology of financial decision-making.

Today, we will explain to you from these two angles how to discover customers' consumption and financial decision-making psychology through human nature in insurance marketing. Let's first understand the characteristics of insurance products.

Second, understand the ten theories of human nature

Understand human nature one: constantly strengthen the concept of insurance

For the behavioral characteristics of insurance products, we have such a position that insurance products are anti-human products. Behavioral marketing means that all sales should be based on human nature, and we should sell this thing to people.

However, we say this product is anti-human. Since it is anti-human, it will be more difficult for us to promote sales, so insurance marketing is the most difficult industry in the world.

It is really not easy for us to sell this product. How can I sell a piece of paper to others? Everyone didn't see this real thing, it was a contract, a virtual thing. How can I sell it to someone? So this is really difficult. Anti-humanity is embodied in the following two points.

(1), the design of the product is anti-human.

Only by advocating can it be reflected, which is actually anti-human. People pay attention to money, and the money solved by insurance is the future cash flow. We often plan cash flow for our customers. In fact, financial planning is very simple, which is the cash flow and risk management in your life.

Insurance planning is actually planning the future cash flow. Our customers usually pay more attention to the present cash flow, which is human nature. So the product shows that we all need the future to get the money, which is anti-human. How to solve this anti-human product?

The most reliable way for us to convince others of a virtual thing or illusion is to keep repeating and repeating. Because it is difficult for people to distinguish the difference between familiar things and reality, which is a human nature. Therefore, for insurance products, in order to make customers recognize it, we must constantly repeat this cognition and let him accept it. After a long time, you may accept it.

In fact, we can also put this sentence into our industry. For example, why do insurance practitioners always seem to be brainwashed by outsiders? Why is it difficult for people to change their inherent ideas when they are engaged in direct selling and pyramid selling?

This is human nature, that is, it is difficult for people to distinguish between familiar things and real things. We just need to constantly strengthen this concept, and then he will recognize it. So, we sell insurance products. The first concept that everyone must remember is to constantly strengthen and remind him.

(2) The sales behavior of products is anti-human.

There has always been a saying in the industry that insurance is for sale and customers will not take the initiative to buy it. There is some truth in this sentence, but now the society has changed.

Insurance in the former industrial age was indeed sold, because the financial industry was based on information asymmetry. Among our financial products, the most complicated product is insurance. People will fall into a state of chaos when they buy it, and they need to rely on the introduction of others to buy it.

Therefore, our traditional insurance needs to be promoted by strange sales and coercion, which is actually anti-human. Why? Let's continue reading and understanding human nature II.

Understanding human nature 2: from overselling to marketing

People have natural resistance to promotion, so as insurance salesmen, it is our only way to go from promotion to marketing. Because you can't keep promoting sales, there is only one Yuan, and many of us can't do it, because it is against human nature.

In fact, it is impossible for Yuan to promote sales every day. When he really has 1000 customers, does he still need to make a promotion? There are many recommendations. Therefore, insurance sales, sooner or later, you will embark on the road of marketing. What's the difference between promotion and marketing? We have made such a positioning for insurance sales: sales are shooting, and marketing is trapping.

For example, our insurance agent, we go to sales, just like a hunter shooting a duck, you take a gun and hit it with a bang, and then you sign up; "Bang" missed, and the duck flew away. This is sales.

And marketing is that ducks need to eat and ducks need to drink water, so we will find a place with water next to the pond. We will sprinkle some food by the water, and the ducks will come by themselves. When we come, we will trap it. This is marketing.

Then, as an insurance salesman, we must make a good transition from sales promotion to marketing. How do we achieve transformation? We have the following four principles:

(1), the first principle: quantity is more important than quality.

The essence of insurance sales is to need a large number of customers. There are many successful ways in Qian Qian, but there is only one reason for failure, that is, your customers are few. Because insurance is a low-quality consumer financial product, we need a large number of prospective customers to precipitate and maintain relationships in order to continuously issue orders.

Sales promotion is to catch every customer, and even the smallest fish may slowly overdraw; And what is marketing? Weave a net first, then fish, first fish, then fish. So quantity is more important than quality.

(2) The second principle: Attitude is more important than persuasion.

In other words, I only attract and don't convince such views. The focus of sales promotion is products, and we talk about the benefits of products with customers, which puts business first. However, the insurance product, especially in the case of asymmetric information and subdivision, is increasingly difficult to grasp the interests of customers.

Because of the era of mobile internet, we can easily find many things through mobile phones. We can do price comparison, cost performance comparison and so on, so we are dead. In the past, we often said that salesmen will die and planning services will last forever. How to get planning services? Is to explore the connotation of insurance products.

(3) The third principle: customers' needs are more important than their own.

Demand is the first instinct of marketing, and the essence of sales is to bring benefits to oneself on the basis of satisfying customers' needs. So how do you find the demand? Therefore, the steps of marketing should be to diagnose first, and then tap the demand, then insight is more important than marketing at this time.

As a professional salesperson, we should explore the customer's needs, that is, we should have an insight into the customer's psychology and adjust the sales methods according to the customer's psychological changes. But newcomers are very anxious and utilitarian at this point, so they often fail.

(4) The fourth principle: the four-step relationship principle of China people.

First of all, we should gain the trust of customers from communication to communication to friendship to transaction.

After talking about our transition from promotion to marketing, let's return to our topic. Human nature resists being betrayed, so we must transition from promotion to marketing.

Understand human nature 3: human beings are born to believe in authority.

Just now we said that the highest level of sales is to compete with customers, so how to achieve a successful sales? As an insurance agent, we should be good at capturing customers' psychology, giving psychological hints, and making customers recognize and trust us and feel that we are experts in this industry. This is the third point to understand human nature. Human beings naturally believe in authority.

Nobody wants to deal with amateurs. If you want to do a good job in insurance, you must establish your own professional image and authoritative brand image. Only by establishing such an authoritative brand image will customers give you sales opportunities.

In the past, our salesmen often received rejection from customers, which was the main reason. He doesn't give you a chance to sell, but he doesn't recognize your professionalism, especially for newcomers.

People don't deal with laymen. It's like you're a new company and just started working. I'm sure I have to observe it first. This is a normal psychology.

What we need to do is to deal with our professional image as soon as possible, and the professional image must be reflected in your usual manners, your circle of friends, some of your qualifications, achievements and so on, which can prove your ability, achievements and knowledge. Therefore, we marketers should pay attention to establishing their own professional image. To put it bluntly, we should be good at packaging ourselves.

Why do people naturally believe in authority? For example, when we go to the hospital to see a doctor, one dollar is the ordinary number and five dollars is the expert number. Which number will most of us hang up? I think most people should choose to hang the expert number, which is a very important human nature and natural authority. Therefore, we should establish our own professional image.

Understanding the fourth part of human nature: a study of consumer psychology

What psychological preparations should insurance sales make? Mainly in two aspects, the first is consumer psychology, and the second is financial decision.

We should grasp people's consumption psychology, but the decision of consumption is often influenced by many factors, including our own, including individuals, including what others say, our own conditions such as finance and so on. But we must be clear about people's consumption psychology.

Man is an animal, naturally pursuing happiness and avoiding pain. All consumption behaviors are actually based on human nature, and we all pursue happiness and avoid pain. Why do you say that? Let me give you a small example.

For example, in the past, we often heard such words: "Now there are two pieces of news, one is good news and the other is bad news. Which one do you want to listen to? "

This is a very interesting test. I tell you, most people will choose to listen to the bad news first. Because there is such a gene in human genes-it is more important to keep what you have than to get more. In other words, there is nothing but life-saving, so people instinctively drive themselves to listen to bad news.

In fact, listening to good news first will enhance people's sense of pleasure, and then listening to bad news will make them feel less uncomfortable. This is the human nature we are talking about. Since everyone has such a human nature, pursuing pleasure and avoiding pain, we will be clear. If customers don't buy your products, we don't have a good grasp of consumer psychology. There are two main reasons.

First, we haven't made it clear that buying insurance can bring happiness. In other words, you didn't dig deep into the connotation of this insurance product, you may just pay attention to it. FAB has such a principle that we should highlight the benefits of products. Our insurance sales basically follow such a principle.

Second: you haven't fully explained the pain caused by losing this insurance.

Then, the solution to selling insurance, an anti-human product, is to make it clear that it is good enough and bad enough. This is our research on consumer psychology.

Understanding Human Nature 5: Levels of Human Needs

In the process of insurance sales, it is also important to understand the demand hierarchy theory. In the book "The Theory of Human Motivation", the famous psychologist Ma Si Noh proposed that human needs can be divided into five levels, namely, physiological needs, security needs, social needs, respected needs and self-realization needs.

Physiological needs are the foundation. First of all, we must solve the most basic contents such as eating, drinking and living. And then we will ascend to the next higher level. This demand is arranged step by step from low to high. Since people's demand for insurance services is a kind of human demand, it is inevitable to escape the law of this demand. We must first solve the most basic survival needs, and then we can continue to seek security needs.

The demand for safety is actually a big demand of our low-income people and mass customers. If we want to tap the needs of the middle class and high-net-worth customers, we must further find some psychological motives of people, such as the needs of being respected and the needs of self-realization.

Ma Si Nuo's insurance marketing theory is of great guiding significance to China's insurance marketing. If you simply reflect the interests of products, we may pay attention to safety requirements; However, if we dig deep into the intrinsic value of insurance products, we will find that the demand for self-realization and respect is also reflected in this point.

Understanding human nature 6: grasping people's insurance psychology

The premise of insurance is risk, but risk is a very complicated concept. In the face of it, the hearts of ordinary people are often biased. How to understand this sentence? Insurance is a very complicated thing, and the process of risk management involves many processes, such as risk identification, risk assessment and specific risk management means, so the risk decision-making process is also very complicated.

We have a saying about the mentality of ordinary people: "Everyone is afraid of risks, but everyone is an adventurer." What kind of mental state is this? Regarding the psychology of financial decision-making or risk decision-making, there is a very famous psychologist named Kahneman, who has many monographs on behavioral finance.

He put forward some very important psychological theories in his book! In the face of risk decision-making, some people will choose to avoid or go forward.

For example, the first test, we have two choices, one choice-we will definitely win 1000 yuan; Choose B-there is a 50% chance of 2000 and a 50% chance of doing nothing. Which one would you choose?

Most people will choose a because we have to determine the interests. Most people are risk-averse, and we naturally avoid risks, so we usually choose certain interests instead of betting on uncertain interests.

This kind of psychology can actually be applied to all aspects of our lives, including many psychological decisions, buying stocks and buying insurance. We can vividly say that two birds in the bush are worth a bird in the hand. Between a certain income and a gamble, most people will choose a certain income. When we invest in the stock again, we will accept it as soon as possible, so we call it the deterministic effect.

This effect is very obvious when we are doing financial and insurance marketing. For example, in the past, our products were all main insurance accounts or additional insurance accounts. When we sell wealth management insurance, we are faced with this interest, and we are generally willing to take out the additional insurance account and tell our customers. However, the interest of the additional insurance account is uncertain, and if we convey it to the customer as certain interest, it is a kind of misleading sales.

In fact, we don't need to tell customers about uncertain interests at all, because people usually choose certain interests between certain interests and uncertain interests, which is what we call deterministic effect.

We are comparing products with customers, such as one is insurance, one is stock, or one is insurance and the other is fund. When making this comparison, as long as we can give the customer certain benefits, he will definitely choose, so there is no need to compare with others with uncertain benefits.

Understanding human nature 7: reflex effect

This is the first test. We still have two options. A choice-you will definitely lose 1000 yuan, B choice-you have a 50% chance of losing 2000 yuan, and you have a 50% chance of losing nothing. Will this choice be A or B? As a result of the test, most people will choose B.

Choosing B proves that he is risk-averse, but if you do these two tests at the same time, you will find that the person who just chose A chose B this time. After careful analysis of the above two questions, you will find that they are exactly the same.

Suppose you win two thousand dollars first, then you must win one thousand dollars, that is, you lose one thousand dollars out of the two thousand dollars you won. There is a 50% chance of winning 2000 yuan, that is, there is a 50% chance of not losing money, and a 50% chance of getting nothing is equivalent to a 50% chance of losing 2000 yuan.

You may think this is an escape, but it's actually very simple. To sum up a conclusion for you, people are often cautious and unwilling to take risks when facing certain interests. When we face the loss, everyone becomes an adventurer, which are two laws of Kahneman's prospect theory.

In the face of certain influence, we will do insurance again. We pay attention to the income of insurance because it is certain. Faced with the reflex effect, that is, the huge losses caused by the possible coming diseases, people are willing to take a gamble. This is the basis of insurance sales and can be applied to our insurance sales.

Understanding Human Nature VIII: Setting the Right Reference

We talked about two laws of Kahneman before. Let's extend the gains and losses just mentioned. This is not absolute. People will avoid risks when facing gains, but prefer risks when facing losses. Gains and losses are relative to the reference point, so changing people's views on things can change people's attitude towards risks.

In fact, the essence of insurance sales is to change customers' attitude towards risks, and the setting of reference objects becomes very important at this time. We need to know the customer's goals, and then you can give the corresponding plan. If you don't know the customer and the reference object in your scheme is set incorrectly, it is easy for the customer to change his mind and give up buying the product.

Most people's judgment of gains and losses is often based on reference points, so the setting of reference points in our scheme is very important. For example, let's give an example. Others earn 60 thousand a year, and you earn 70 thousand a year. This is the first case. Second, others earn 90 thousand a year, and you earn 80 thousand a year.

Of these two multiple-choice questions, most people will choose the former. In fact, the latter has higher income, but we will naturally choose the former. Our brain has two systems, system one and system two. System 1 basically depends on intuition and sensibility; The second system is reason and logic. This is called a dependency of reference, so the setting of reference is very important.

Understanding human nature 9: avoidance effect

Avoidance effect shows that people's sensitivity to gain and loss is different, and the pain of loss is far greater than happiness. For example, the pain of losing a hundred dollars is far greater than the happiness of getting a hundred dollars.

What kind of psychology is this? The psychology of avoiding losses is also very common in insurance sales, because the purpose of buying insurance is to avoid this fact. Let's take a closer look at this rule through a test.

For example, let's flip a coin to bet heads. Heads we won 50,000 yuan and tails we lost 50,000 yuan. Do you want to take part in this game? I tell you, almost no one will participate in such a game, because the pain of losing 50 thousand yuan is far greater than the happiness of getting 50 thousand yuan. This is the two kinds of psychology: loss and escape.

But if you win 65438+ million, will you participate? If you lose, you lose 50 thousand, and if you win, you win 65438+ million. Some people say I still won't attend. Won 200 thousand? There is a theorem that the pain of losing a hundred dollars is 2.5 times that of getting a hundred dollars.

In other words, what leverage ratio you give will change people's preferences. That's what I just said. Everyone is afraid of risks, but everyone is an adventurer. In the face of risky decision-making, people's minds are often vacillating, depending on how you use references and levers.

In fact, avoidance psychology is very common in insurance sales. For example, let's give an example. If you get sick, you may die suddenly. Now there is a medicine that can reduce the possibility of death to zero after taking it. How much are you willing to spend on this medicine?

If you are healthy, now pharmaceutical companies want to find some people to test a newly developed drug. You may die suddenly after taking this medicine, so how much do you ask the pharmaceutical factory to pay for it?

These two examples are one in ten thousand, but during the experiment, many people may be willing to pay hundreds of dollars for medicine, but even if the pharmaceutical factory gives you millions, you may not be willing to participate in this drug testing game. This is the psychology of avoiding losses.

As mentioned earlier, the essence of insurance sales is to change customers' preferences, but how to change them? There are two points: ① change the goals that have been achieved; ② The reference point to be changed.

The process of insurance sales is essentially the psychological activity process of salespeople and prospective customers, and it is a psychological game war. In this battle, if salespeople want to win, they must understand the customer's psychology and needs, use creative methods and skills to solve the purchase psychological problems of prospective customers, induce people's insurance purchase demand and motivation, and make purchase decisions.

Understanding human nature 10: human beings tend to have small probability events.

Humans have such a characteristic that they tend to have small probability. For example, the lottery ticket is a very low probability thing. Buying lottery tickets is gambling on luck, and buying insurance is gambling on bad luck. These are two rare things, but people are very keen on them.

The prospect theory reveals such a strange phenomenon that human beings tend to emphasize small probability events, and people tend to vacillate in the face of such small probability events.

For example, in the face of small probability of profit, most people will be risk-averse. Obviously, the probability of buying lottery tickets is very small, and the possibility of winning prizes is very small. 99% of the money will support welfare undertakings and sports undertakings, but people are still lucky enough to hit this small probability event and face profits.

Then let's talk about insurance again. In the face of the small probability loss of insurance, most people are risk-averse. Many people have bought insurance. Although the probability of bad luck is very small, they still want to avoid this risk. This tendency of people is the psychological basis for insurance companies to continue to operate, and it is also the basis for our insurance sales.

The above are ten theories about understanding human nature. We talked about some behavioral financial characteristics of people in behavioral finance. After we understand the characteristics of customers' consumption psychology and insurance psychology, we can understand the psychological decision-making process of customers when interviewing customers. Of course, these are not all, just that he has this psychological characteristic.

Because as we said before, there are many other factors that affect customers' consumption psychology. For example, a very important factor is finance. Therefore, in addition to understanding the psychological state, we must also understand finance. Of course, there is still a question, whether other family factors and structures will affect him, whether he is the decision-maker of this family and so on.

Third, dialysis of human nature, to awaken the needs of customers.

In addition to customers' consumption psychology and insurance decision psychology, there is another point, how can we awaken customers' needs? This is what we have been talking about, digging deep into the value of customers. Where is the core value of insurance salesmen?

I don't know if you have heard or seen the characters in popular comics before. Great white is such a warm feeling. In fact, it can really help us a lot in life. So, as financial planners, in what ways have we helped our clients?

We don't simply sell a product to customers, but gain insight into human nature through this product. The greatest value of insurance sales is to awaken the brilliance of human nature. How can we honor the glory of awakening human nature? Actually, that's what we just talked about. In financial planning, we reflect the dialysis of human nature, and you should find human nature in it.

Where is human nature mainly reflected? We call it sex and responsibility. In fact, love and responsibility are human nature and the starting point of countless successful marketing ideas and concepts. In fact, this goodwill has nothing to do with dedication and greatness. Its essence is the product of evolution, and this is human nature.

For example, the deep affection between mother and child is the deepest affection in the family, which is human nature. It also comes from an evolution. If we don't understand human nature and violate the law of evolution, our marketing behavior will be invalid. So back to our main lesson today, behavioral marketing is about dialysis of human nature.

Of course, there are many psychological characteristics in human nature, such as curiosity and greed. These are some aspects of human nature, and there are many books that summarize many characteristics of human nature. Therefore, when making products or marketing, the source we should consider most is people, and financial planning is also people.