A Study On The Motivation Mechanism Of Sales Personnel In TP Insurance Company’s Direct Sales Center

The comprehensive auto insurance reform’s full implementation has caused the property insurance market to become more competitive,leading to operational difficulties for small and medium-sized property insurers and industry-wide losses.Many property insurance companies have responded to this challenge by transitioning towards selling more health insurance policies.During the transformation process,TP Insurance Company’s Direct Sales Center encountered a series of problems,including a high turnover rate for new employees,difficulty in recruitment,a significant decline in auto insurance performance,and slow growth in health insurance performance.The purpose of this article is to diagnose and study the current motivation mechanism of TP Insurance Company’s Direct Sales Center,find the problem,analyze the root cause,and propose solutions to improve sales team cohesion,motivation,and performance while cutting costs,boosting market rivalry,promoting the comprehensive transformation,and facilitating the stable development of the firm.During the theoretical research stage,the author extensively reviewed relevant literature and collected data and information on the company’s current situation.Then the author interviewed some employees and distributed questionnaires to all employees to identify and analyze the main issues of TP Insurance Company’s Direct Sales Center,focusing on material and non-material incentives.The investigation reveals that there are problems with both material and nonmaterial incentives in the current motivation mechanism of TP Insurance Company’s Direct Sales Center.The main problems with material incentives are in five aspects: low basic salary,health insurance bonus coefficient set below market level,unreasonable insurance premium calculation method,unfair new employee referral bonus scheme,and inappropriate distribution format and rules for benefits.The main problems with nonmaterial incentives are in two aspects: inadequate growth incentives and the limited impact of role model incentives.The root cause of the problems in the current incentives is that with the deepening of the company’s transformation and the market’s fluctuations,as well as other elements,the original incentive policies are no longer suitable for the company’s current business development needs.Based on the research results and analysis,this article proposes solutions for both material and non-material incentives,intending to optimize the motivation mechanism for salespeople and effectively motivate sales personnel to improve their job satisfaction.The goal is to improve employee stability,engagement,and effectiveness,enhance the company’s competitiveness,and promote comprehensive transformation.