近年國民財富呈現M型化結構發展，新生活價值觀及電子商務消費風潮，影響單身化、少子化、高齡化的人口結構型態。壽險業銷售人力出現高齡退休、新進業務員效能低的高脫退率、低定著率等嚴重斷層問題，金控實施多元誇售行銷，業績主要來源以銀行通路及傳統業務員通路為主。本研究範圍，僅就傳統業務員通路探索。研究構面:1.增員新人流程2.新人銜接培育3.業務員分級教育4.業務主管職能教育等。研究訪談問題歸納為認知策略規劃、訓練內容執行面、市場實際作業、未來願景等方向為主進行研究分析，探討以下研究目的: 1.如何招募優質新進業務人員，奠定業務單位發展組織基礎。 2.如何銜接培訓新進業務人員，提高新人定著率發展精實的組織。 3.如何訓練在職業務員職能，提升實務銷售競爭力。 4.如何教育訓練業務主管職能，發展業務主管教練技巧。 本研究採用質性研究，經由歷史文獻歸納法、專家深度訪談法、實做法等進行初級資料收集彙整研究，篩選教育訓練及組織創立體制具特色(本土、外商、及本土外商合體)的四家保險公司等文獻內容對照為輔，採取業務主管為深度訪談對象，面對面收集專家們實務見證閱歷，經驗證提出研究結果及實務建議: 1.質量並進招募優質新進業務人員，是發展外勤組織最重要基礎。 2.組織獎金制度及晉升制度是推展組織高速成長，形成高定著率重要因素。 3.實施實務市場陪訪及會前後回饋會談，最能有效發展業務員獨立銷售能力 4.創新混成教育訓練模式，能有效發展業務員實務銷售職能。 Abstract： With the M-shape development of welfare, the belief of new life and the trend of consuming on electronic commerce cause a new demographic structure—an increasing number of single people, less children, and older people. For insurance industry, there are some problems in sales force, including retirement of older salespersons and bad performance of new salespersons. Thus, this thesis focuses on how to design training programs of salespersons, and the research topics include recruitment and training new salespersons and on-job education of salespersons and supervisors. Research objectives are as follows.
1. How to recruit qualified new salespersons in order to strengthen the development of sales department. 2. How to design training programs of new salespersons in orderto keep salesperson staying in the organization. 3. How to design on-job training programs for salespersons in order to increase sales performance. 4. How to design on-job training programs for supervisors in order to promoting supervisors’ leadership ability.
A qualitative method was adopted in this thesis. Depth interviews were conducted to interview several supervisors in four insurance companies (including a local company, a foreign company, and a company with local and foreign stockholders). Several critical results are as follows. 1. Recruiting qualified new salesperson is the most important basis to develop sales department. 2. A good reward system as well as a good promotion system are important factors to keep salesperson staying in the organization. 3. Teamwork sales and frequent communications with customers are the most effective way to train sales ability. 4. A creative training program is an effective way to develop salespersons’ ability.
