执照班的一节课：前面讲过行业模式和保险产品类型，这一节讲业务怎么起步。 一条主线六步：20 人名单 → 判断对象 → 开口 / 官宣 → ABC → Follow-up → Referral / Recruit。 文中的人名都是举例，案例已经匿名。
One session of the licensing class. Earlier sessions covered how the industry works and the main product types; this one covers how to get the business started. One line, six steps: a list of 20 → read the person → open / announce → ABC → follow-up → referral / recruit. Names are examples and cases are anonymized.
一、先把心态摆正1. Get the mindset right
新人最容易卡住的，不是不懂产品，而是不敢开口。很多人想「先学会，再敢跟客人讲」，这是反的： 没有客户就学不会，真正的经验来自真实的接触。这件事本质上是一份销售工作，要做的是发现需求，再在团队和平台上找到对的人、对的资源去解决。
What stops new agents isn't product knowledge; it's not daring to speak up. Many want to "learn it all first, then talk to clients." That's backwards: without clients you can't learn, because real experience comes from real contact. At heart this is a sales job: find the need, then find the right person and resources on the team and platform to solve it.
- 不需要假装专业。不会的记下来，回去找专家、导师确认，这才是负责任的态度。复杂的问题请 Advisor；你负责关系、信息、执行、跟进。
- Don't fake expertise. Write down what you don't know and check it with an expert or mentor; that's the responsible way. Bring an Advisor in on complex questions; you own the relationship, information, execution and follow-up.
- 不是去「卖」，是帮他解决问题。可以代理多家公司，所以先发现需求，再找适合的方案。有问题就帮他弄清楚，没需求就保持关系。
- You're not there to "sell"; you're there to solve a problem. With access to multiple carriers, you start from the need and find the fitting solution. If there's a problem, help them get clear on it; if not, keep the relationship.
- 相信自己在帮助人。担心「赚朋友的钱」？如果他本来就需要做，一个从他的需求出发、愿意请专业的人一起看的朋友，比只卖一款产品的陌生人更负责。
- Believe you're helping. Worried about "making money off friends"? If they need it anyway, a friend who starts from their needs and brings in an expert is more responsible than a stranger selling one product.
- 接触了没成交，也是成功。客户的问题你学会了，下一个同样问题的客户你就能解决。
- Meeting without a sale is still a success. What you learn answering one client's question serves the next client who asks it.
新人最专业的表现：不知道就不乱讲；答应的事情一定跟到底。
The most professional thing a new agent can do: don't guess, and finish what you promise.
二、第一天：只列 20 个人2. Day one: list just 20 people
开一家奶茶店，你会先告诉家人朋友；做这件事也一样。不要 100 个，先列 20 个你真的可以开口的人，四类各 5 个：
Open a bubble tea shop and you tell family and friends first; this work is the same. Not 100 names: list 20 people you can actually talk to, five in each of four groups:
| 5 个Five who | 例子For example |
|---|---|
| 最信任你Trust you most | 家人 / 好朋友 / 老同事Family / close friends / old colleagues |
| 责任明显Have clear responsibilities | 已婚 / 有孩子 / 房贷Married / kids / mortgage |
| 收入资产明显Have visible income or assets | 企业主 / 高收入 / 有投资（保障、省税、退休需求更大）Business owners / high earners / investors (bigger protection, tax and retirement needs) |
| 有影响力或职业潜力Have influence or career potential | 人脉广 / 爱学习 / 想副业或转型Well connected / keen to learn / want a side business or change |
规则只有一条：先写名字，不要先替别人决定「他不会买 / 他没兴趣」。
One rule: write the name first. Don't decide for anyone that they won't buy or won't care.
三个标签就够了
Three labels are enough
不用做复杂的 CRM。每个名字后面加三个标签：关系温度（Cold / Warm / Hot）、可能方向（Client 哪一类需求 / Recruit / 未知）、 下一步（今晚微信、周五咖啡、发活动邀请、先恢复联系）。Warm 的意思是没那么熟、但也算认识，可能半年联系一次。 关系温度不是客户价值，今天 Warm，持续互动以后也可以变 Hot。
No elaborate CRM. Give each name three labels: temperature (Cold / Warm / Hot), likely direction (which client need / recruit / unknown) and next step (message tonight, coffee Friday, send an event invite, reconnect first). Warm means not close, but you know each other, maybe in touch every six months. Temperature isn't value; Warm today can become Hot with steady contact.
- 很熟的人（比如天天一起吃饭的同事）：用「我刚开始跟一个平台学习，你来帮我把把关」的姿态请她来；来了不是你一个人接待，专家会帮她把退休这类问题理一遍。
- Someone close (a colleague you lunch with daily): invite them as "I've just started learning with a platform, come help me size it up." You won't host alone; an expert will walk through questions like retirement with them.
- 事业遇到瓶颈的人：收入受影响时，人会想要一个 Plan B，可能方向是 Recruit，约个咖啡听听他的想法。
- Someone whose career has stalled: when income takes a hit, people think about a Plan B. Likely direction: recruit. Meet for coffee and listen.
- 抱怨税高的小企业主：提一句团队有人专门做企业主的省税退休计划，邀请他来听一场讲座，比一对一压力小。
- A small business owner who complains about taxes: mention that the team designs tax-efficient retirement plans for owners, and invite them to a seminar, which feels lighter than one-on-one.
- 不清楚近况的人：先恢复联系。也许他朋友最近生病了想买保险，也许婆婆有长期护理的问题，需求是聊出来的。
- Someone whose life you don't know lately: reconnect first. Maybe a friend fell ill and they're thinking about coverage, or a parent-in-law faces long-term care. Needs come out in conversation.
三、同一个人，可能有两条路3. The same person, two possible paths
先听，再判断是 Client、Recruit，还是先做普通关系。
Listen first, then decide: Client, Recruit, or just a friendship for now.
- Client：他需要解决问题。你听到家庭责任、保障担心；退休、税务、资产问题；企业主福利、传承问题。下一步：需求访谈 → ABC。
- Client: they need a problem solved. You hear about family duties and protection worries; retirement, tax and asset questions; owner benefits and succession. Next: a needs conversation → ABC.
- Recruit：他在找职业机会。想多一份收入、对现在的工作不满意、喜欢学习和沟通、想做长期事业。比如一位房产经纪，在这里可以扩大人脉、知识和服务范围。下一步：了解动机 → Opportunity ABC。
- Recruit: they want a career opportunity. They want more income, are unhappy at work, enjoy learning and people, want something long-term. A real estate agent, say, could widen their network, knowledge and services here. Next: understand the motive → Opportunity ABC.
有的人两条都有，有的人只有一条。不要第一次聊天就定义他：常有人你以为是客户，听完以后很想加入一起做。
Some people have both paths, some one. Don't label anyone on the first chat: often someone you took for a client wants to join once they've heard you out.
找人的优先顺序
Who to approach first
不是谁最有钱，而是谁「关系近 + 问题明显 + 有下一步」：
Not who has the most money, but who is close, has a clear problem, and has a next step:
- 关系近：愿意听你说，也愿意给反馈。请他来帮你评判这个平台，讲座和课程是免费的，有兴趣他也可以学。
- Close to you: they'll listen and give feedback. Ask them to help you judge the platform; seminars and classes are free, and they can learn too.
- 人生节点：结婚、生孩子、买房、创业、换工作、退休。很多人是生了第二个孩子才开始想「万一我有什么事」；一位 62 岁被裁员的客户，来问的是「手上的钱够不够直接退休」。
- Life events: marriage, a baby, a home, a business, a new job, retirement. Many people only think "what if something happens to me" after a second child; a client laid off at 62 came asking whether what he had was enough to retire on now.
- 责任高：家庭、房贷、孩子、父母。
- Heavy responsibilities: family, mortgage, children, parents.
- 税负 / 资产明显：高收入、企业主、投资、房产。资产越多，要规划的事越多。
- Visible taxes or assets: high income, business owners, investments, property. More assets, more to plan.
- 影响力强：愿意介绍人、社群活跃。
- Influential: happy to introduce people, active in communities.
- Recruit 潜力：想改变、愿学习、执行力强。
- Recruit potential: wants change, keen to learn, gets things done.
四、官宣与开口4. Announcing and opening
官宣不是「我开始卖保险了」，而是让别人知道你现在能帮什么忙。幻灯片第 8 页的文案可以直接用： 正在系统学习家庭财务规划、加入了有 Advisor 和专业团队支持的平台；在学的方向是家庭保障、退休规划、企业主退休计划和基础的税务、传承； 不会假装什么都懂，复杂的问题和专业人士一起看；想重新看看保单、退休账户的，可以找我聊。
The announcement isn't "I've started selling insurance"; it tells people how you can help now. The text on slide 8 can be used as is: you're seriously studying family financial planning and have joined a platform backed by Advisors and a professional team; you're learning protection, retirement planning, owner retirement plans, and basic tax and legacy planning; you won't pretend to know everything and will work through complex questions with professionals; anyone who wants another look at their policies or retirement accounts is welcome to talk.
要真诚，不忽悠。很多客户五年、十年前买的保单，拿出来看大多不够；不是买错了，而是够不够、能不能优化，这部分我们可以帮他看。 重点三个词：真实、克制、可提供帮助；不夸大资历，不承诺结果，不写收益数字。
Be sincere, no hype. Policies bought five or ten years ago are often not enough; the purchase wasn't wrong, but whether it's enough and can be improved is something we can review. Three words: honest, understated, helpful. Don't inflate credentials, don't promise results, don't post return figures.
Warm Market 开口只做一件事：约下一步。不要在微信里把产品讲完。三种说法：
In the Warm Market, opening has one job: book the next step. Don't explain the product over text. Three versions:
- 很熟的人：「我最近开始做家庭财务规划这块，背后有专业团队。我现在在帮身边朋友做一些基础 review。你哪天有 20–30 分钟，我也帮你看看有没有明显缺口？」
- Close friends: "I've started doing family financial planning, with a professional team behind me. I'm doing basic reviews for friends right now. Got 20–30 minutes some day? I'll check whether anything obvious is missing."
- 很久没联系：「最近怎么样？我最近工作上多做了一块家庭财务规划，突然想到你。你现在孩子 / 公司 / 房子这些变化挺大的，有机会我想听听你现在怎么规划的。」
- Haven't talked in a while: "How have you been? I've taken on family financial planning at work and you came to mind. A lot has changed for you with the kids, the business, the house. I'd love to hear how you're planning for it."
- 企业主：「我最近接触比较多的是企业主退休计划和家庭规划。我不确定你有没有这个需求，但你这种情况其实值得让专业的人看一遍。」
- Business owners: "Lately I've been working a lot on retirement plans for business owners and family planning. I'm not sure it's something you need, but a situation like yours is worth a professional look."
五、客户聊天：先问问题，再决定往哪里走5. Talking with clients: ask first, then decide
新人负责发现线索，不负责现场做产品诊断。下面这些问题，都是日常聊天里能自然聊到的：
You find the clues; you don't diagnose products on the spot. These questions all come up naturally in everyday conversation:
| 方向Area | 可以这样问You might ask | 可能进入的专业方向Where it may lead |
|---|---|---|
| 保障Protection | 如果你半年不能工作，家里现金流会怎么样？If you couldn't work for six months, what happens to household cash flow? | 寿险 / DI / Living BenefitsLife / DI / Living Benefits |
| 退休Retirement | 你希望几岁退休？退休后每月想花多少？When do you want to retire, and how much a month will you spend? | 退休现金流 / IRA / 401(k) / AnnuityRetirement income / IRA / 401(k) / Annuity |
| 税务Tax | 你现在最困扰的是税高，还是不知道钱该怎么放？Which bothers you more: high taxes, or not knowing where to put money? | Tax Planning / Roth / 企业退休计划Tax planning / Roth / business retirement plans |
| LTC | 以后如果需要长期照护，你希望钱从哪里来？If you need long-term care, where should the money come from? | LTC / Hybrid / 资产安排LTC / hybrid / asset planning |
| 传承Legacy | 资产留给孩子，你最担心税、流程还是控制权？Leaving assets to the kids: taxes, process or control, which worries you most? | Estate / Trust / Life Insurance |
| 企业Business | 公司最想解决的是留人、税，还是老板自己的退休？What does the company most need: keeping people, taxes, or the owner's retirement? | 401(k) / CB-DB / Executive Benefits |
例子：聊到退休想去哪住（日本、台湾），就可以问一个月要花多少；聊到房子留给谁，就问做没做过 trust、多久以前做的。 常见的情况是十五年前做的 trust，后来出生的孩子不在里面，前几年买的房子也没有过户进去，这就是规划的机会。 客户说「我已经有保险了」，不要否定，问一句什么时候买的：二十年前的保额，放到今天够不够？六十多岁了，长期护理有没有考虑？
Examples: talk of where to live in retirement (Japan, Taiwan) leads to how much a month costs there; talk of who gets the house leads to whether there's a trust and how old it is. A common find: a trust from fifteen years ago that leaves out a child born since, and a house bought a few years ago never retitled into it. That's a planning opening. When a client says "I already have insurance," don't dismiss it; ask when they bought it. Is a face amount from twenty years ago enough today? In their sixties, have they considered long-term care?
六、ABC：会前、会中、会后6. ABC: before, during and after
A 是 Advisor（专业人士），B 是 Bridge（桥梁，最开始认识客户的新人），C 是 Client（客户）。 任何销售都要有足够的关系和足够的专业：只有关系没有专业，只能做最便宜的人情单，和需求不一定对得上，回头才发现有问题。 ABC 里有两种传递：客户因为信任 B 愿意见 A（信任传递），因为 A 的专业更信任整个团队（专业传递）； 还有一种 Training：观察 A 怎么问 → 记录 → 会后复盘 → 下一次 B 多承担一点。 新人不能旁听别人的客户（那是别人的隐私），但你的客户请了专家来，你在旁边听、在学，这没问题，所以客户是你带来的，你学起来最快。 团队带训和分单的规则见带训与分单。
A is the Advisor (the expert), B is the Bridge (the new agent who knows the client), C is the Client. Every sale needs enough relationship and enough expertise: relationship without expertise only produces the cheapest favor policy, which may not fit the need, and problems surface later. An ABC carries two transfers: the client meets A because they trust B (trust), and trusts the whole team because of A's expertise (expertise). And one kind of training: watch how A asks → take notes → debrief → next time B takes on a bit more. New agents can't sit in on other people's clients (that's their privacy), but listening and learning when your own client has brought in an expert is fine, which is why you learn fastest with clients you bring. For the team's field training and split rules, see Field Training & Splits.
什么时候进入 ABC
When to move into an ABC
当你已经听到一个真实问题，但不应该自己硬讲的时候。信号：客户开始问「那怎么办？」；需要计算、比较或专业判断；涉及税务、法律、产品细节； 夫妻或合伙人需要一起讨论。这时 B 说：「这个已经不是我随口讲两句能讲清楚的。我把我们团队里专门做这块的 Advisor 请进来，我们一起把你的情况看清楚。」 然后约具体时间、告诉客户要准备什么、会前 brief A、确认关键决策人参加。
When you've heard a real problem you shouldn't try to answer yourself. Signs: the client asks "so what do I do?"; it needs calculation, comparison or judgment; tax, legal or product detail is involved; a spouse or partner needs to be part of it. Then B says: "This isn't something I can explain properly in a couple of sentences. Let me bring in the Advisor on our team who specializes in this, and we'll look at your situation together." Then set a specific time, tell the client what to bring, brief A, and confirm the decision-maker will attend.
反面例子：「我给你约了个人，想了解一下税的问题。」哪方面的税？如果是很普通的问题，可能跟我们的业务无关；如果是具体的报税，我们并不做报税，还要再约会计师。 会可以开，但效果会很差。
The counterexample: "I've booked someone who wants to know about taxes." What about taxes? A general question may have nothing to do with our work; a specific filing question isn't something we handle, so a CPA must be booked. The meeting can happen, but it'll go badly.
会前：B 必须准备 6 件事
Before: six things B must prepare
- 基本情况：年龄 / 家庭 / 职业 / 公司
- Basics: age / family / job / company
- 现有情况：保险 / 账户 / 房产 / 大概资产
- What they have: insurance / accounts / property / rough assets
- 触发点：为什么现在愿意见？发生了什么？
- Trigger: why meet now? What happened?
- 核心问题：客户自己最想解决哪 1–2 件事？
- Core problem: which one or two things the client most wants solved
- 决策人：配偶 / 合伙人是否需要一起？
- Decision-maker: does a spouse or partner need to be there?
- 会议目标：今天是了解、收集信息，还是进入方案？
- Meeting goal: get acquainted, gather information, or move to a plan?
这张表填不出来，就说明你还没有把客户听明白。决策人最容易漏：有一个家庭，是太太约来做传承规划的，从头到尾说话的却是先生； 按资产规模算出来的保额先生嫌多，只愿意做一半，会开到一半太太说「人家建议多少就多少，别每过三年再折腾一遍」，决策人当场反转。 会前给 A 一个 30 秒 Brief：这个人是谁 → 为什么来 → 最关心什么 → 今天希望推进到哪里。A 一天可能见三到六个客人，你不讲，他真的不知道是哪一位。
If you can't fill this in, you haven't heard the client yet. The decision-maker is the easiest to miss. In one family the wife booked a legacy-planning meeting, yet the husband did all the talking; he found the face amount the assets called for too high and wanted half. Midway, the wife said "do what they recommend, don't make us redo this every three years," and the decision-maker flipped on the spot. Give A a 30-second brief beforehand: who they are → why they're coming → what they care about most → how far today should go. A may see three to six clients a day; without your brief, A won't know who this is.
会中：B 少说话，但不是没事做
During: B talks less, but isn't idle
B 的 5 个动作：开场（完成介绍、确认目标）、听（不抢答、不替客户说）、记（数字、原话、目标、顾虑）、 补（只补背景事实、不抢专业）、收口（确认 Next Action、时间和负责人）。 Training 时重点观察：A 为什么在这个时间点问这个问题？客户哪句话让 A 改变了方向？ 一位合作很多的经纪人，一开始所有问题都要 A 来问；一起做了三十来个案子以后，前面的基础问题都由他来问，A 只在客户说出真实需求时才切入。
B's five jobs: open (introductions, confirm the goal), listen (don't jump in or speak for the client), take notes (numbers, exact words, goals, worries), fill in (background facts only, not expertise), close (confirm the next action, time and owner). In training, watch why A asks a given question at that moment, and which line from the client changed A's direction. One agent we work with often started with A asking everything; after thirty-odd cases together, he asks all the groundwork questions and A steps in only when the client reveals the real need.
介绍 A 的公式
The formula for introducing A
需求 → A 的匹配能力 → 为什么请他来 → B 的角色：「上次你跟我讲到，你现在最想解决的是____。所以今天我特意请了我们团队的____。 他平时主要做____，也处理过不少跟你情况类似的家庭 / 企业。我今天主要一起听，帮你把问题和下一步记下来。具体专业部分，我们让他来帮我们拆清楚。」 根据客户的情况选 A：团队里有人在税务上更专业，有人在医疗保险、退休、信托或投资上更专业。 不要说「这是我老师，他特别厉害」（哪里厉害？），也不要说「我什么都不懂，让他跟你讲」（等于说你没用）。
The need → why A fits → why A is here → B's role: "Last time you told me what you most want to solve is ____. So today I've asked ____ from our team to join us. Their main focus is ____, and they've worked with plenty of families and businesses like yours. I'm mostly here to listen and note the questions and next steps for you; for the technical parts, we'll let them break it down." Choose A to suit the client: some on the team are stronger in tax, others in health insurance, retirement, trusts or investments. Don't say "this is my teacher, they're amazing" (amazing at what?) or "I don't know anything, they'll explain" (that says you're useless).
会议里 B 只在 4 个节点开口
B speaks at four moments in the meeting
- 开场：「今天我们主要把你上次提到的两个问题弄清楚：第一是____，第二是____。对吧？」
- Opening: "Today we mainly want to get clear on the two things you raised last time: first ____, second ____. Right?"
- 补背景：「我补一个背景：他刚才说的公司其实去年才开始有员工，这个可能跟后面的规划有关。」
- Adding background: "One bit of background: the company he mentioned only started having employees last year, which may matter for the plan."
- 客户没听懂：「我确认一下，你刚才这部分是不是还没有完全听清？要不要让____用更简单的方式再解释一下？」
- The client looks lost: "Let me check: was that part not quite clear? Shall we ask ____ to explain it more simply?"
- 会议收口：「那我们今天先不急着做决定。下一步我们需要你补____，我们这边负责____。我们周____再用 20 分钟把结果过一下，可以吗？」
- Wrapping up: "No need to decide today. Next we'll need ____ from you, and we'll handle ____. Can we spend 20 minutes on ____ going over the results?"
B 最重要的一句话往往不是产品话术，而是把「下一步」说具体。会后和 A 一起复盘：客户的需求、关键问答、下一步计划。
B's most important line usually isn't about the product; it's making the next step specific. Afterwards, debrief with A: the client's needs, the key questions and answers, the plan for next steps.
七、Follow-up：成交往往不是第一次会议发生7. Follow-up: deals rarely close at the first meeting
一般见三次：第一次建立信任、了解需求；第二次展示方案、再确认需求；第三次讲清调整后的方案和细节，确认成交。 第一次见面就成交的情况少见，也不推荐，一下子成交往往说明哪里没讲清楚。
Usually three meetings: the first builds trust and uncovers the need; the second presents the plan and reconfirms the need; the third walks through the revised plan and details and confirms. Closing on the first meeting is uncommon and not recommended; a very fast close often means something wasn't explained.
- 每次联系都要有理由：补资料、回答上次的问题、新案例 / 新信息、重新计算、确认下一步。不要问「考虑得怎么样了？」，几乎不会有人回答。
- Every contact needs a reason: promised material, last time's question answered, a new case or news, new numbers, confirming the next step. Don't ask "have you thought about it?"; almost nobody answers.
- 训练节奏：先做 6–8 次有价值的触达。明确拒绝就停止；说晚点就记具体日期；没有回应就降低频率，进入 nurture。
- Training rhythm: six to eight touches that add value. A clear no means stop; "later" means a specific date; no reply means slowing down into nurture.
- 不要迷信成功率数字：「80% 成交在第 5–12 次」不是可靠的现代销售统计。要训练的是不要一次没成交就消失。
- Don't trust magic numbers: "80% of sales close on contact 5 to 12" isn't a reliable modern statistic. Train yourself not to vanish after one meeting.
- 每次结束接触前约好下一次的具体时间和目的，让双方都有明确期待。
- End every contact with a specific time and purpose for the next, so both sides know what to expect.
| 时间When | 做什么What |
|---|---|
| 当天Same day | 感谢 + 复述重点Thank them, recap the key points |
| 1–2 天Day 1–2 | 发答应的资料Send what you promised |
| 3–5 天Day 3–5 | 回答一个具体问题Answer one specific question |
| 7 天Day 7 | 约下一步 / 二次会Book the next step or second meeting |
| 14 天Day 14 | 换一个价值点Bring a new angle of value |
| 21–30 天Day 21–30 | 确认推进 / 延后 / 暂停Go ahead, later, or pause |
| 长期Ongoing | 相关事件再联系Reach out when something relevant happens |
客户不回复不等于拒绝，可能只是时机未到。一位客户做完信托回了国内，半年后回到美国才把孩子的保单做了； 另一位刚移民时就知道香港的保单需要做信托，「没考虑好」，三年里只是逢年过节发个信息，直到法规变化、他来听了一场信托讲座，才主动打电话来。 三年前讲的和现在讲的一模一样，变的是他的心态。也可以直接、礼貌地问：「还想不想继续看？不想的话直接告诉我，近期我就不打扰你了。」 如果你不知道下一次为什么联系他，就先不要联系；跟进提醒可以借助 AI 工具建一个系统。
No reply isn't a no; the timing may be off. One client went back to China after setting up a trust and did his child's policy six months later, on his return. Another knew on arrival that his Hong Kong policies called for a trust but "hadn't decided"; for three years it was holiday greetings, until the rules shifted, he came to a trust seminar, and he called us. What we said three years earlier was exactly what we said then; his mindset had changed. You can also ask politely and directly: "Do you want to keep looking at this? If not, just say so and I won't bother you for a while." If you don't know why you'd contact someone next, don't; and you can use AI tools to build a reminder system.
八、Referral 与 Recruit8. Referrals and recruiting
Referral：无论成交与否都要问，不要等客户自己想起来。给他一个具体的介绍理由： 「今天这些如果对你有帮助，你身边有没有一两个跟你情况比较像的人？不一定买什么，就是先帮他把问题看清楚。」 没成交也可以：「今天我们最后不一定要做什么，但至少把问题理清楚了。如果你身边有人也卡在类似问题上，你可以把我介绍给他。」 不要说「给我三个名单」，先让客户想到「谁和我情况类似」，比如被裁员客户的同事。
Referrals: ask whether or not there's a sale, and don't wait for clients to think of someone. Give a specific reason: "If today was helpful, is there anyone around you in a situation like yours? Not to buy anything, just to help them see things clearly." Without a sale: "We may not end up doing anything today, but at least things are clear. If someone you know is stuck on something similar, feel free to introduce me." Don't say "give me three names"; help the client think of who's in a similar spot, like a laid-off client's colleagues.
Recruit：不要一上来讲制度和收入，先判断他为什么可能需要一个新的职业选项。四个问题： 现状（最满意和最不满意的是什么）、目标（未来 3 年最想改变什么）、能力（喜欢做专业、沟通还是带团队）、意愿（愿不愿意认真了解一个需要考执照、学专业的方向）。 有兴趣进入 Opportunity ABC；没兴趣不硬招，他仍然可能是客户或介绍人。 客户自身走过一整套规划、认可这个流程以后，往往是最好的潜在伙伴：他已经对比过产品、建立了信任，只是没受过怎么跟别人讲的训练。
Recruiting: don't lead with the comp plan or income; first understand why they might want a new career option. Four questions: where they are (what they like most and least at work), where they want to go (what they'd change in three years), what they're good at (technical work, people, leading a team), and willingness (would they look seriously at a path that needs a license and study). Interested → Opportunity ABC; not interested → don't push, they may still be a client or referral source. Clients who have been through the planning process themselves and believe in it often make the best potential partners: they've compared products and built trust, and only lack training in explaining it.
从客户对话转到 Recruit 不要太突然：先试探（「你本身人缘不错，也愿意学习，有没有想过再建立一个跟专业能力、人脉有关的事业？」）， 有兴趣以后先问他最看重收入、时间、成长还是自己的事业，再约团队的人把行业、执照、培训和实际怎么开始讲清楚。 更完整的招募流程见招募。
Don't switch abruptly from a client conversation to recruiting. Test the water first ("people like you and you enjoy learning; have you thought about building something around expertise and relationships?"); once they're curious, ask what matters most, income, time, growth or their own business, then book someone from the team to explain the industry, licensing, training and how people start. The full process is in Recruiting.
九、Cold Market 与朋友圈9. The Cold Market and your feed
陌生市场的目标不是马上成交，而是先变 Warm：出现（活动 / 社群 / 内容）→ 互动（点赞 / 评论 / 回应）→ 认识（加微信 / 交换联系方式）→ 对话（了解人，不讲产品）→ 邀约（有需求再进入 ABC）。 讲座是很好的邀约方式，没有一对一的压力；讲座之后一起吃个饭，关系就近了。最大的错误是第一句话就暴露「我只想卖你东西」。
With strangers, the goal isn't an immediate sale but getting warm: show up (events, groups, content) → interact (likes, comments, replies) → connect (add on WeChat, swap contacts) → talk (learn about them, no products) → invite (ABC once there's a need). Seminars are a great invitation with no one-on-one pressure, and a meal afterwards brings people closer. The biggest mistake is making it plain in your first sentence that you just want to sell.
朋友圈让别人持续知道你在做什么，信任慢慢累积。建议比例：专业 40%（学到的知识、常见误区、案例思路）、 工作 25%（培训 / ABC、团队 / 活动、学习过程）、个人 25%（家庭 / 兴趣、真实生活、价值观）、 行动 10%（讲座 / Review、可预约、明确 CTA）。不晒虚假的生活，让人看到你在努力。 新人最适合发「我正在学什么、我看到什么问题、我背后有什么专业支持」，比如开一个「学习笔记」账号，而不是装成专家。 涉及产品的内容发之前先看合规手册。
Your feed keeps people aware of what you do and lets trust build slowly. A suggested mix: 40% expertise (what you've learned, common mistakes, how a case was approached), 25% work (training and ABCs, the team and events, your learning), 25% personal (family and hobbies, real life, values), 10% action (seminars and reviews, open for booking, a clear call to action). Don't post a staged life; let people see you working. New agents should post what they're learning, what problems they see and the expertise behind them, like a "Study Notes" account, rather than posing as experts. Check the Compliance Handbook before posting anything about products.
十、前 30 天：每天只盯 5 个动作10. The first 30 days: five daily actions
前 30 天先建立 Activity，不要每天盯成交：5 个主动联系、3 个 Follow-up、1 个有效邀约、 1 次朋友圈 / 专业互动、10 分钟 CRM / 复盘（今天联系了几个人、几个有效对话、有没有能做 ABC 的、有没有 referral）。 动作量可以按团队实际调整，关键是每天都有「新联系 + 跟进 + 下一步」。30 天里争取把 20 个人都见一遍；跨过去以后，会觉得容易很多。
For the first 30 days, build activity rather than watching for sales: 5 outreach contacts, 3 follow-ups, 1 real invitation, 1 post or professional interaction, and 10 minutes of CRM and review (how many contacted, how many real conversations, anyone ready for an ABC, any referrals). Adjust the numbers to your team; what matters is a new contact, a follow-up and a next step every day. Aim to meet all 20 people within 30 days; once you're past that, it gets much easier.
十一、新人最容易犯的 8 个错误11. The eight most common mistakes
- 等学会所有产品才开口：没有客户就学不会，这是实战经验，不是书本知识。
- Waiting to learn every product before speaking up: without clients you can't learn; this is field experience, not book knowledge.
- 会议结束没有 Next Action：没约下一次，就遥遥无期。
- No next action at the end of a meeting: without the next booking, nothing happens.
- 微信里讲太多产品细节：容易讲错，中英文之间也容易有歧义。
- Too much product detail over text: easy to get wrong, and Chinese–English translation adds ambiguity.
- Follow-up 只问「考虑得怎样」：几乎不会有人回答。
- Following up with only "have you thought about it?": almost nobody answers.
- 替客户判断「他不会买」：他只是还没有买。
- Deciding for clients that they won't buy: they just haven't bought yet.
- 只找客户，从不要 Referral：稳定的客户来源本来就应该来自 referral。
- Chasing clients, never asking for referrals: a steady flow of clients should come from referrals.
- ABC 会上抢 Advisor 的话：更不要否定客户已有的选择、替客户做决策。有客户准备好支票要签了，因为 B 插话说他以前买的那类保险不好，当场就走了。 急着独立操作、不愿和导师合作，也可能因为经验不足，把本来更合适的方案做小了。
- Talking over the Advisor in an ABC: and above all, don't knock what the client already owns or decide for them. One client with a check ready to sign walked out when B chimed in that a type of policy he'd bought before was bad. Rushing to go solo instead of working with a mentor can also shrink a better-fitting plan through inexperience.
- 只发广告，不经营关系：微信、邮件、见面，最能增进关系的是见面。
- Posting ads instead of building relationships: of messages, email and meeting in person, meeting builds the relationship most.
写出自己的 20 人名单，每个名字加上关系温度、可能方向、下一步三个标签；发一条官宣朋友圈。下节课带着名单来，练具体怎么约。
Write your list of 20 with temperature, likely direction and next step for each name, and post your announcement. Bring the list to the next session to practise booking.
内部培训资料，仅供签约经纪人使用，不可转发给客户。文中人名为举例，案例已匿名，个案不代表其他客户会有同样的结果； 本页不讲收入，招募谈话中不得承诺收入，制度与金额以团队正式资料为准，一律是制度算例，不是收入承诺。 产品、税务、法律问题请交给持照的专业人士，本页不构成投资、税务或法律建议。
Internal training material for contracted agents; not for forwarding to clients. Names are examples and cases are anonymized; one case doesn't predict another client's outcome. This page doesn't discuss income, and no income may be promised in recruiting conversations; the compensation plan and any amounts come from the team's official material and are illustrations, not promises of income. Refer product, tax and legal questions to licensed professionals; nothing here is investment, tax or legal advice.