GOLDEN SUCCESS
Your path to the Top
Georgia J. Suranofsky, CLU ChFC
Vice President, Agency Training
纽约人寿国际部-亚洲区 业务培训发展部副总裁
目前负责中国、印度和台湾分公司的工作
2002年负责培育亚洲区各分公司的讲师、经理，以帮助分公司取得更高的绩效、保单件数和留存率
已为纽约人寿工作19年，在加入纽约人寿之前在银行从事超过15年的信贷经理工作
加入纽约人寿之初担任寿险代理人，2年后晋升为业务经理
1997年调任总部管理软件系统，之后作为助理培训副总裁负责开发纽约人寿大学课程，包括新代理人、有经验代理人的以及管理课程。
注册寿险核保师资格/注册金融财务顾问
Georgia J. Suranofsky
Our objectives today:
今日课程目标
To Understand 理解
why an agent career is an honorable profession
为什么代理人的工作是一个高尚的职业
why the sales process is important
为什么销售过程很重要
why there is no other financial tool like life insurance
为什么人寿保险是其他任何金融工具都无法替代的
why HNYL is different from other companies
为什么海尔纽约人寿与众不同？
how the GOLD system can ensure your success
黄金系统如何确保你能成功
Strategic Principles
策略原则
First and Foremost a life insurance company
成为最好的人寿保险公司
Market both fixed and variable products
销售固定和变额产品
Market focus on middle market and business market
以中高端市场及企业市场为主
Agents are primary distribution system
代理人是最主要的销售渠道
Success through value-added service
通过提供有价值的服务获得成功
History of NYL Agency System
纽约人寿的代理人系统
Agents have always been main channel
代理人一直是主要的销售渠道
Agents are NYL’s strategic advantage
代理人是纽约人寿的优势
World class training to making them more productive and professional
国际化的培训课程帮助代理人更有产能、更专业
In business for themselves, but NOT by themselves
这是代理人自己的事业
Career Choices
职业生涯的选择
Roadmap for Agencies
代理人系统发展之路
Field Development System –Developed in 1965 by NYL Managers
区域培育系统 –1965年由纽约人寿管理人员开发
Updated as the General Office Leadership Development (GOLD) system in 1997
于1997年由总公司完善为黄金系统
PRODUCTION TRIANGLE
生产力三角形
Relationship 关系
Commitment 承诺
Monitor 监控
Your Direction Is as Important as Your Speed 速度和方向同样重要
Confidence Circle 信心循环
The idea that Competence is influenced by confidence; and that confidence is influenced by Competence.
竞争力与信心是相互影响的关系
A Spiral Effect 一种螺旋上升的影响
Confidence
信心
Competence
竞争力
掌握型学习的基础是什么？
SMART
Specific 明确的
Measurable 可衡量的
Attainable 可达成的
Results-Oriented 结果导向的
Time-Related 一定时间达成
Tools and Resources
工具和资源
It is not just a paper exercise
这不仅仅是纸上谈兵
Coordination of efforts
共同努力
Development Methods ---四大培育方法：
培育方法
NYLIC U support and efficiency
纽约人寿大学提供的支持和效率
Development Needs 培育需求
Belief 信念 相信行业相信主管相信公司
Prospecting methods and habits 开拓的方法和习惯
Planning and Work habits 计划和工作的习惯
Product Knowledge 产品知识
Technical knowledge 专业知识
Selling Skills 销售技巧
首先我们会在
Development Needs 培育需求
Relationship Building 关系建立
System to handle work flow 应付工作流程的系统
Energy Management 潜能管理
Development Methods
GID 集体指导和演练 如课堂里面的，还有团队里面的 如AAD,Mp
IID individual instructor and drills 个别指导与演练 一对一的，如果主管发现某个人有不足
PRP （performance review and planning) 绩效检讨与规划 ，核心的，主管定期要与其下属做
FOD (field observation and demonstration)实地观察和示范 陪同站业
校友
朋友
亲友
邻居
以前同事
推荐
追踪面谈
签单
如何规范活动量已达到业绩要求，漏斗图；根据统计数据得出的，你要计算出你的数据
1. 我们应该进行到何阶段？
2. 我们现在做到哪一步？
3. 主要的差异在哪里？
4. 为什么会有这样的差异？
5. 我们应该怎么处理呢？
1. Where Should We Be?
2. Where are We?
3. What is the Difference?
4. Why does the difference exist?
5. What are we Going to Do About it?
5大培育问题你的主管都会帮你去做的
Sales Cycle 销售循环
Prospecting开拓准保户
Approach
接近准保户
Fact-finding
实情调查
Solution
提供解决方案
Presentation & Closing
解说、成交与缔结
递送保单与永续服务
Delivering & Continuous Service
推荐介绍
Referral
Life Insurance 人寿保险
Building Your Financial Foundation
建立财务基础
Protecting Financial Resources
保护财富
Life insurance is not for
the people who die;
人寿保险不是为了死去的人；
Life insurance is for
the people who live!
而是为了活着的人
Financial Pyramid
理财金字塔
PROTECTION – GUARANTEES
Life Insurance, Health Insurance
(3% to 5%)
VERY LOW to MODERATE RISK
低-中等风险
PPF, FD’s, Annuities, Savings Plans, OPP
年金、储蓄计划，OPP
MODERATE RISK
中等风险
Mutual Funds, Stocks, Bonds, etc
相互基金、股票、债券等
HIGH RISK
Collectibles, Art, Coins etc
高风险：收藏品、艺术品、古钱币
Aggressive Planning
激进计划
Growth
成长
Defensive Planning
保守计划
PROTECTION – GUARANTEES 保证收益
Life Insurance, Health Insurance (3% to 5%)
人寿保险、健康保险（ 3% to 5% ）
Three Places To Put Money
资金投入的三种方式
INCOME
收入
INVESTMENT
投资
SAVINGS
储蓄
LIFE INSURANCE
人寿保险
Mutual Funds
相互基金
Stocks 股票
Bonds 债券
Real Estate 房地产
Bank Savings
银行储蓄
Account
账户
Permanent Life
终身寿险
Insurance with Cash Value
具有现金价值的保单
Three Places To Put Money
资金投入的三种方式
SAVINGS 储蓄
Generally, a good starting point for young people
通常，储蓄是单身年轻人一个好的开始
Advantages: 优点
- Safety 安全
- Liquidity 流动性强
- Easy Access (ATM) 容易提取
Disadvantages: 缺点
- Low Return ( Interest) 低回报率（利率）
- Taxes on Earnings 收益征税
- Access too Easy 太容易提取
How Much is Enough to Keep in Savings?
Three Places To Put Money
资金投入的三种方式
INVESTMENT 投资
Probably best long-term financial tool for accumulating wealth 可能从长期来看是累积财富的最好的方式
BUT 但是
Risk involved 有风险
Often not liquid 通常流动性不强
May need large sum to get started
可能需要一大笔资金启动
Gains taxable 收益征税
Long term 长期性
Three Places To Put Money
资金投入的三种方式
LIFE INSURANCE 人寿保险
Perhaps the least understood of the three financial areas
可能是这三种方式中理解度最低的一种金融工具
Permanent life insurance accumulates cash value, which can be borrowed to:
终身寿险累积现金价值，现金价值可贷款用作：
- take advantage of a business opportunity 自己创业基金
- help pay for a wedding 为婚礼筹措资金
- help pay for a car or down payment on a house 为汽车或房屋定金筹措资金
Cash value life insurance combines the best features of savings
具有现金价值的人寿保单包含了银行储蓄的优点
- Safety 安全性
- Liquidity 流动性
with the long-term approach of investments! 长期投资
Advantages Of Life Insurance
人寿保险的优点
Cash value life insurance is the only product to provide these three benefits:
具有现金价值的人寿保险是唯一可以提供以下三项利益的产品
- Cash value, which accumulates without being taxed
现金价值，可以免税并持续累积
- A disability feature, if selected, keeps the policy in force and the cash value growing if you become permanently disabled.
残疾保障，如果选择了残疾保障，就可以保证你的保单有效，即使 在发生永久性残疾，你的保单仍有效，现金价值仍持续增长
- A death benefit, many times more than cash value, is payable at your death.
死亡保障，在客户发生死亡时支付给数倍于现金价值的死亡保险金
Savings plans by comparison provide only a safety / liquidity feature.
比较而言，银行储蓄只能提供安全性/流动性
Think Clearly
仔细思考
Act
Consistently
持续活动
Feel
Deeply
深刻感受
P
r
o
d
u
c
t
i
v
e
生产力
We’re All Running 我们都在奔跑
Every morning in Africa, a gazelle wakes up. It knows it must outrun the fastest lion or it will be killed.
Every morning in Africa, a lion wakes up. It knows it must run faster than the slowest gazelle or it will starve.
在非洲，每天早上，当羚羊一睁开眼睛，它就知道它必须要拼命奔跑，如果它不能比速度最快的狮子跑得快，它将被狮子杀死。
在非洲，每天早上，当狮子一睁开眼睛，它就知道它必须要奔跑，如果它不能比速度最慢的羚羊跑得快，它将饿死。
MORAL: It doesn’t matter whether you’re a lion or a gazelle – when the sun comes up, you’d better be running!
启示：无论你是羚羊还是狮子-当太阳升起来的时候，你最好开始奔跑
Opportunity: A Two-Sided Coin
机会就像硬币的两面
Fluctuating Income
收入不稳定
Unlimited Income
收入无上限
Lack of Discipline
缺少纪律
Freedom
自由
Rejection
拒绝
Satisfaction
满足感
Commitment 承诺
What did you learn today that is new?
你今天学到了什么新的东西？
What will you do differently after today?
今天开始你会做些什么不一样的事？
What does commitment mean in your new career to you, your family and HNYL?
你的承诺对你新的事业、你的家庭和海尔纽约人寿意味着什么？
What activities are you WILLING to do?
你愿意采取什么行动？
Be the Best you can be!!!!
成功孕育新的成功
世界级培训
连续50年在MDRT中拥有最多会员
卓越的企业准则 – 诚信正直
高产出的营业单位
World class training
50 Year Leadership in MDRT
Good Business Practices – Integrity
Highly Productive Agency
Do you want to be part of the success and the Company you keep?
您想成为成功的一员和传家之宝中的一份子吗？
These are the guiding principles that have made NYL the #1 in market share for new life premium last 2 years.
Along with strategic principles are strategic goals set out by the company for the short, medium and long term.
Here in HK the goal is to double the field force to 2000 agents by 2004.
Being an agent I can tell you the culture present in a general office is why agents strive to be the best they can be. Their focus is on helping people make a buying decision based on their needs, their goals and their objectives.
They have a management team that helps support their efforts through full time development.
NYL Agents receive the best training available in the industry, BUT they also know how to apply what they have learned and they are accountable to themselves and the team in the general office.
They choose a career path after 2 years of council qualifications.
Over the years the GOLD system has been documented and developed into a system that if followed will create quality production.
India started in the NYL model. No exceptions. In their 1st year they are the # 2 foreign life insurer in a competitive market. All hired had no insurance background.
Tucson-Raj Baksi - SM in NJ - engrained in the system. Is #1 in 2001 based on 7 categories 2000 -117 out of 140. Premium increase by 36%, 50 increase in agents, 53% growth in case rate
In the ., as of 4/30/02, Agency life sales up 23%,premiums up 12%, life paid cases up 14% over 2001,
Relationship building provides the important foundation. Unless the foundation is built solidly, you monitor, measure and motivate on “shaky ground”.
Nothing significant happens until and unless you secure a responsible commitment. This is why mutual goal setting and intelligent planning produce desired results.
Monitoring and measuring, when done positively and meaningfully, always improves performance!
It’s relationship building, commitment, monitoring and measuring that provide the framework for consistently achieving improved performances.
GOLD and NYLIC U are partners that provide a proven system that has help many people become great at what they do. MDRT for instance. Ask any NYL agent and they will say it is because of the dedication of training.
Specific- activity and standards
Measurable - objectives expressed numerically
Attainable- numbers reduced to making consistency a core competency
Results Oriented - actual performance is measured - not the process
Time Related - Based on goals established everything has a predetermined timeframe
Levels of expectation are set
Everyone is held accountable
Inspect what you Expect
SO HOW IS IT ALL DONE??
The GOLD system can turn into a paper exercise for many. It is not.
It is a necessary part to give you the facts, but equally important is what does it show me and how will it help me. Also, it leads to why is this what is happening.
NYLIC U was created back in the 1990 with the vision to provide opportunities in :
Learning the business
Growing in the Business
Reaching a high level of Professionalism
Think of a stool with 3 legs:
Teaching
Training
Developing
That is what you will carry out as a trainer.
1. Belief- A strong belief in life insurance and the value it provides to the community.
2. Prospecting Methods and Habits- The Agent must have prospects to call on and ways of maintaining a continuous supply of names within his/her markets. An Agent must be able to get in front of enough prospects to survive in the insurance business during the early years.
3. Planning and Work Habits-The Agent must develop a consistent activity pattern, with sufficient daytime activity that will produce an adequate number of prospects and sales.
4. Product Knowledge-The Agent needs to know the products, their purposes, how they work and the needs they fill.
5. Technical Knowledge- State-of-the-art computers and computer applications must be used by the Agent to improve life insurance selling time and effectiveness. Make sure computers are working for them, not the other way around.
Selling Skills- The Agent needs to be able to sell his/her products in a "client focused" fashion. This is accomplished through the sales cycle by presenting those products enthusiastically, interestingly, convincingly and realistically to prospective buyers. The focus should always be on communicating the benefits of the product that best fills the prospect’s needs. As the Agent's business develops, more and more of the time will be spent servicing policyholder's needs. If the Agent provides excellent service, he/she will benefit from these additional sales and clients.
7. Relationship Building
§ People like to buy from their friends. Building relationships with a consistent plan of cultivating them and networking helps create a non-threatening environment in which business of a personal nature can be conducted. Generally speaking, the more an Agent meets with his/her clients, the closer they become -- and the more products a client purchases from an Agent the stronger that bond becomes.
8. A System to Handle Work Flow
§ Manual and computer systems are needed to ensure that priority items are handled first. For example, New York Life provides a computerized contact management system, FTCS, which can alert an Agent about an appointment. It can also remind him/her to send out reminder notes to clients and prospects and/or to contact clients on a timely basis and share current information with others on his/her staff, etc.
9. Energy Management
§ Some people seem to start work early and get a lot accomplished while others have difficulty getting all their tasks accomplished. The real reason this occurs must be addressed and may include the following:
§ Lack of belief in life insurance
§ Lack of organization
Poor work and prospecting habits
REFER TO CHART ON DEVELOPMENT NEEDS
As we go through this seminar, think about your family and also your business if you happen to own a business.
Life Insurance can help with building your financial foundation and protecting financial resources – for your family and for your business
This is what we do! We’re there to deliver the money to your loved ones in the event of your untimely death, while everyone else is there to collect it.
Sure, there are folks out there that will go to the internet to buy insurance. But let me ask you this who will deliver the check for the death benefit? Who will your family call to let the company known that there’s been a death?
This is what we know for sure:
MDRT leader for 48 years
#1 in life insurance sales for last 2 years
All was accomplished with Integrity, humanity and our financial strength
