The Life Insurance Industry Insurance Marketing Personnel Qualified For The Preliminary Study Of The Characteristics Of The Model

Marketing activity is a critical factor for the existance and development of an enterprise. Especially for a life insurance company, the competencies of the salespersons are the critical factor influencing the competitive ability of the company's human resource and even the success of the whole business . How to identify and select the excellent salespersons is a focus for a lot of life insurance companies.Competency research began in the early 1970's in U.S.A. Most researchers agree that competencies are the enduring traits or characteristics used to determine excellent job performance. This research employs the questionnaire method to explore the critical competencies of the salespersons in life insurance industry of China empirically and builds up a competency model differenting the performance of the excellent salespersons from the ordinary ones.The self-constructed competency behavioral questionnaire is employed to investigate the structure of the competency model of the personal life insurance salespersons. Through investigating nearly 1000 respondents, six competencies have been identified, which inculde interpersonal understanding & communication, achievement oriented, customer service oriented, career agreement, marketing skills and specialization oriented. Based on the results and findings of the paper, the competency model of the personal life insurance salespersons has been constructed and the applied significance of the model in the HR management practice has been pointed out as well. Through the analyzing of the influence of the autobiographical variables on the model, the author points out that compared with the the personal life insurance saleswomen, the personal life insurance salesmen pay more attention to achievement and knowledge; with the increase of working time, salespersons are more proficient in interpersonal communication and customer service, and they also have a strong agreement on insurance industry and have accumulated more marketing skills; salespersons with higher educational degrees tend to attach more importance to knowledge than those with lower ones. The result of the research provides some helpful suggestions for the HR management of the life insurance industry, such as recruitment and selection, training and development, performance management and career development planning.