A Project Report on

How to Sell Insurance Policy (life) in Effective way

Under the guidance of Ms.Shweta Dixit By,

Abhishek Roy Roll No 9 PGDIM NMIMS Subrata Sarkar Roll No - 10 PGDIM NMIMS

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Acknowledgement
We would like to take this opportunity to thank Ms. Shweta Dexit (facultyNMIMS) for providing all the assistance and guidance and making the concepts clear of customer satisfaction on insurance. We are also thankful to my classmates for providing me an insight on how to go about the project. Last but not the least; we are grateful to the respondent for their support on this project.

Abhishek & Subrata

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Table of Content

Sl.NO 1. 2. 3. 4. 5. 6. 8. 9. Introduction Literature Review

Particulars

Page No. 4 7 12 15 17 29 32 35

Process/Methodology of my Study Data Collection Data Interpretation and General Conclusion Conclusion Annexure Bibliography

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1. Introduction
The strategic goal of sustaining a market share or gaining competitive advantage depends on effective selling skills. This skill is continuous development in process. Companies adopt different type of effective selling techniques according to environmental change and needs. It includes the need of continuous improvement as consumers are more informed today than in the past. Insurance products are different from other products. It is intangible, so sales people face a lot of difficulties for selling insurance products. Here effective selling skills are needed to be successful. Today Insurance Industry faces a big problem of active advisor. Company either terminates the relationship or the advisor leave voluntarily because of insufficient income. This separation occurs in life industry after six month (due to licentiate examination and training process). Company and agent magnify the implication of this separation in wasted resources in opportunity cost during the engagement period. Advisor is front liner, who is only a person who directly contacts with customer. Advisors do this work as a mediator between customer and company. It means the agent is located at the place in the organization at which the company financial security policy and plan are distributed to customers and also at the place at which services are directly provided to the customer (Oakes 1990). Agent provides such types of service in term of consultancy i.e. to make help in financial planning strategies. Insurance is relationship business. Relationship and emotion is the key of success in selling. People purchase insurance because they love their family. It is human
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tendency that people agree/purchase from such type of person who is trustworthy. Like and trust is the key in insurance business. Due to this reason brand and price are insignificant when client make a buying decision. It is seem that often people do not know much more about insurance, when they compare with other products, so here advisors role becomes very important due to following reason: Advisors have had to choose particular product according to client need so advisor should know about financial planning. Product knowledge is of prime value for every advisor. It gives them confidence and trustworthiness before client. Advisor should know products merits and demerits because different client have different needs. Insurance is long-term financial product so advisor should know about customer relationship management. It helps him time to time fulfill specific need and query of client. People are less aware and interested towards insurance product, so such types of responsibility (to increase awareness and popularity amongst people) are fulfilled by advisor. And lastly, all above thing are unnecessary, if advisors do not sell insurance products. Effective selling skills help him to fulfill such type of above goal. This study provides an understanding of effective selling and explores, how those skills can be integrated in the organization structure to enable successful selling. This study began with reviewing relevant literature on effective selling skill needed for good sales performances. We were very particular that what we had to take. In this literature we only concentrated on which type of problem are faced by sales person and its solution with the help of effective selling techniques in the field of insurance. In this process seller side has been only covered.
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The following procedures were adopted to complete this assignment: To conduct interview with insurance company executive and sales person to know their view To find where was problem or identify problem/challenges faced by sales team. Set questionnaire according to problem. To conduct interview/survey with the help of questionnaire Finding. Conclusion and suggestion In this assignment, two type of data were used: a) Primary Data b) Secondary Data. With the help of interview and questionnaire primary data were collected for finding actual and realistic problems and their solutions. Secondary data were collected from books and Internet to go in depth of topic.

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2. Literature Review
In the literature review phase, we understood that which factor affect on sells performance and advisors ability. In this process we understood, how insurance is different from other products, why sales persons fail to sell insurance. We also realized during this process that motivation, behavior, characteristics and training factors affect man power and its ability, how to generate lead and convert into sales, how sales performance can be increased. Mostly people think that seller skill is inherent, but it is not correct. It can be achieved with the help of training and practices. When a person does more practice and gets mastered in such skill, it seems easy and natural. Professional salesmanship is a learned skill. Insurance sales are more complicated to general sales. Advisor cannot show insurance product, he can only describe benefit with the help of verbal and non-verbal language. In this process he plays with another emotion and sentiment. If he wins in this game then he will be successful in selling and vice-versa. Insurance is not purchased it is sold. Here advisor face difficulty. Advisor has had to do a lot of work for successful selling, such as to whom he is to sell (prospective client), turn prospective client to customer. Only insurable person can take insurance, so he has had to do segmentation and targeting type of work also. With the help of lead generation advisor can find prospective customer. There are several methods to lead generation such as cold calling. Cold calling can be a
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successful way to lead generation. If it is done with planning: for example how to cold call, when to cold call, and how much cold call to make everyday in order to get appointment. Some person thinks that seminar and free diner in medium restaurant (fish bowling method) is also good way of lead generation. In such type of seminar, should not use full word of insurance, only use particular topic such as annuity: how it works, use, advantage, what to help your client with their annuity need. Public relation is also great way to expose in market. Advisor can do it with the help of trade show or he can make public relation with the help of promotional activity. The real key of public relationship is to be friendly and focus on meeting, not selling product. Many of the most difficult sales jobs are easy to obtain (i.e. selling specialty product such as house hold, hardware, life insurance or encyclopedias). They have also been graveyard of thousand of co-worker (Baker 1994). It means after a minimum qualification and passing IRDA Licentiate examination, any one are eligible to sale insurance policy. Due to this reason alteration rate is very high in insurance industry. But now insurance companies are concentrating on other distribution channel such as, bancassurance, Internet, NGOs, micro insurance. Now insurance company are concentrating on training program and they recruit eligible candidate for executive trainee or other post (i.e. PGPMI). Selling skill can be developed such type of skill with the help of practice, practical training and experience. Behavior style and interpersonal effectiveness is also important in selling. People fit into four categories. Insurance products can be sold to them in different ways. Interpersonal effectiveness helps to understand in what way an individuals mind
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works and his level of interest in a particular product /policy which may act as guideline for the best way to approach sell for each category developed in two ways: formal training and sales experience gained through exercising the selling job over time. In formal training people know about product and services, which help him to explain, what he has for other. Secondly formal training is base of advisor carriers. In formal training people know, which type of skill is required for effective selling and they approach each category in effective way.

Four style of mind working

Relater style= more asking + more emotional behavior + relationship oriented behavior= frequently stick with the comfortable known and tend to avoid decision

Thinking style= more control behavior= live life according to fact, logic and consistency. One can find reality than personal friendship or personal gratification

Socialiser Style= more telling + more emotional behavior= tends to make decision quickly based on their intuition

Directing style= more telling + more controlled behavior with a directing style= they know what they want, become impatient with delay, to show little concern for the feeling of other

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Life insurance products are inherently more difficult to sell compared to other kinds of products. Agents who are deficient in these characteristics and skills are unable to sell successfully and consequently they are forced to leave the company. Although some of these characteristics may be developed through lifetime, the skills could be taught and learned by sales producers. Table 1. Unique Attributes of Successful Salespeople Characteristics and Traits Trustworthiness Self-confidence Enthusiasm Empathy Desire to grow and improve self Persistency Patience Motivation for Sales Career Unlimited income Time autonomy Recognition and power Personal satisfaction

Selling Skills
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Interpersonal skill Communication Organization Profiling clients and prospecting Planning meetings in advance Presentation Product and service knowledge Information about companys products and services

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3. Process/Methodology of my Study
3. a. Procedure: The procedure followed, is enlisted below: Studying the topic Decision on objective needed to be work on i.e. conduct interview with unit manager and sales manager. Developing Survey instruments Getting questionnaire filled through interacting with different insurance company advisor. Finally analyzing the data of various areas and trying to study about various influence factors such as behavior, which is important in sells. 3. b. Process adopted: Gaining knowledge about the topic: Reading about the topic was the first step undertaken. This gave not only in depth knowledge about what is market trend in insurance but also proved useful while developing the questionnaire. Steps in the Development of the Survey Instruments The main instruments required for survey was a well-developed questionnaire. The questionnaire development took place in a series of steps as described below:

Step 1

Research objectives been transformed into information objectives.

Step 2

The appropriate data collection methods been determined

The information required by each objective is being ermined. Page 12 Sell insurance policy in effective way NMIMS Step 3

Step 4

Specific Questions/Scale Measurement format is developed.

Step 5

Question/Scale Measurements been evaluated.

Step 7

The number of information needed is being determined.

The questionnaire and layout been evaluated. Step 8

Step 9

Revise the questionnaire layout if needed.

Step1 0

The Questionnaire format been finalized.

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3.c. Survey: The survey is important tool as it helps in knowing the clear perception of people about how to sell effectively. The effective levels of the advisor regarding the sale of insurance product been observed through survey. It was very useful in knowing about what is effective way of selling insurance product. Referred to sell and marketing related books and insurance websites. 3.d. Research Design: A two stage Research been conducted: Secondary Research: Collection of data from websites and books to understand the market trend and what is different between insurance and other product. Primary Research: A Primary Research been conducted: The questionnaire was prepared for the companies and following areas covered: Advisor profile Satisfaction level with the current Insurance Company on the basis of support (upper level) and return Important factor such as verbal and non-verbal language Perception of advisor and important of customer relationship management in insurance sale 3.e. Sampling Plan: Elements: The target population of the study included the general population above the age of 25 yrs Sampling design and sampling unit are as follows: Target population: Adults meeting qualifications-over 25 years, working class, and businessman in insurance field. Sampling frame- urban class in the Mumbai region Sample size: 24
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Sampling unit: insurance advisor and unit manager. Through this we would focus on the following area; To identify critical factor (internal and external) which influence the sell of individual, How people sell insurance policy. To know about mindset of advisor To analysis of advisor perception of the quality of sell, so that to take steps for effective sells strategy in insurance field.

4. Data Collection
4.a. Data Collection Plan: The first of Research consisted of secondary data search from the following sources: Books Websites For the conclusive research, questionnaires been developed on basis of secondary data and interview from insurance personal to gather information on the research objective. We conducted a pilot study to test these questionnaires. In this sample of 10 people picked up from the target population on convenience basis, as to determine the limitation and deficiencies in the questionnaires. The final draft of the questionnaire (see Appendix) was then prepared on basis of the observations from the pilot study. These then finally filled by 24 consumers, for the conclusive study. 4.b. Types of Primary Data collected: 1) Demographic /Socioeconomic Characteristics: Demographic and socioeconomic characteristics sometimes called states of being in that they represent the type of people. The factors on which we are working are age, sex and occupation. Here we have taken only insurance personnel, who are in insurance field and selling policy to other. Here income and experience was important. 2) Attitudes/Opinions:
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Through the questionnaire we have tried to get hold of individuals selling style, verbal and non-verbal language, and motivation, which is important to sell for insurance product. Attitude is an important notion in the marketing literature, since generally it is previewed that the attitudes are relating to the behavior of individual. 3) Awareness/Knowledge: They are used in marketing research refers to what respondents do or do not know about the effective selling style. 4) Motivation: Through questionnaire have tried to find the hidden need or want of an individual and have tried to find out that which factor increase moral or satisfaction of advisor. 5) Behavior: Behavior concerns what subjects have done or are doing. Through made questionnaire we have tried to find out the behavior of the individuals regarding the selling style; Which type of policy you sell to client? How do you collect lead? Do you keep attention on client non-verbal response during sells meeting? Do you update yourself? Thus, it helps to draw a comparison between the selling style and the observed behavior of the advisor. 6) Obtaining the Primary Data: The data collection was primarily through communication. Communication involves questioning respondents to secure the desired information, using a data collection instrument called questionnaire. The questions were in writing and so were the responses.

5. Data Interpretation and General Conclusion Respondent Profile

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Advisor work in the insurance industry

(

14
(

No of Advisior

6
,

4
,

less than 1 year

1 to 2 year Year

3 to 4 year

Finding: - Advisors, who are working for different insurance company, have participated in this survey. There were three group of such type of advisor i.e. less than one-year experience, 1 to 2 year experience and 3 to 4 year experience.

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Respondent profile (cont)

Comprision between expereience and sell of policy
6 5 4 4 4 6

no of advisor 3
2 1 0 less than 1 year 1 to 2 year experience
Rs.10000 or 2 policy Rs.30000 or 5 policy Rs.60000 or 8 policy more than Rs.60000 or 10 policy

3 to 4 year

Finding: - in this graph, it has been shown relationship between work experience and sell of policy (per month). It is seen that, after getting work experience of certain year, they sell a fixed amount or number of policy.

Policy sell by advisor

84%

16%

most popular sellable policy in market

client need base policy

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Finding: - 84% respondent votes come for client need base policy. They feel that if you sell policy according to client need, then you can survive in market in better way. Only 16% say that popular policy should be sell because it is human tendency that before buying policy, people get investigation about policy from their neighbors, friend and relative. If advisor sell him such type of policy, customer will feel more satisfaction. But it is not good way because after some time customer feel cheated (due to not fulfillment of need), so to provide client need base policy is effective way of selling.

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Lead generation method by advisor

Way to lead genaration by advisor
0.8 0.7 0.6 0.5 0.4 0.3 0.2 0.1 0 cold calling method relationship 25.00% 75.00%

Finding: -75% advisors have to say that relationship is good source of lead generation, only 25% advisor suggest that you can collect lead with the help of cold calling. Insurance is relationship business and people buy insurance due trustworthiness of advisor, if customer feel satisfaction then he will defiantly give suggestion to his friend and family about the advisor. But cold calling is hard way to generate business because 1 out of 10 lead convert into business.

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Relationship between traing and satisfaction

8 7 6
no of people

5 4 3 2 1 0 vary satisfied satisfied Level

always update sometime (update) never update

netural

not satisfied

Finding: - It is find such people who do update himself, who can able to face stress more compression then such person who dont update himself. Secondly updated people feel more satisfaction from their business and other activity then other. Advisor who take participate in training or other program who feel satisfied from such person who dont take participation of such type of activity. Work satisfaction give motivation and it give help to generate more business. With the help of such type of activity insurance company remove alteration type of problem also.

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Effect of sales manager role on sell

6 6 5 4
no of people 3

2 1 0 very important important

Level

not important

Rs.10000 or 2 policy

Rs.30000 or 5 policy

Rs.60000 or 8 policy

more than Rs.60000 or 10 policy

Finding: - insurance is intangible product and advisor feel difficult to sale insurance product in starting phase. During that time sales manager roles are very important in phenomena of motivation. It seems that most advisors leave insurance industry within 6 month of joining and this factor plays important role behind it. Above graph show, this factor also impact on performance, only 2 person out of 24, feel that sales manager role is not important but when we see him performance, they are only selling Rs. 10000 or 2 policy in a month.

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Important activities in sell

Important activity
to give equal time on both

14

listening

speaking

8 No of advisor

10

12

14

16

Finding: - mostly people think that sales person mostly speak but not listen, due to this reason they fail at many point. But this thinking is changing; now they give attention on both (votes comes out 14 out of 24). Here 4 people are from such categories that dont participate in training programs. They dont know that listening is the key of selling and with the help of listing they can fulfill customer need.

Non-verbal activity
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Attention on body language

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% always no of advisor

% of advisor

24

Finding: - 100% advisors say that they properly keep attention on clients body language, because it helps him in closing sales. According to client body language, advisor make strategy that in which type of product customer take interest and they present such type of product in front of him.

Non-verbal activity (cont.)

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Advisor response, when client question

% of advisor

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

24

energetic response

Finding: - 100% advisors (24 out of 24) have to say that when customer ask question that time they feel energetic, because customer are taking interest in the product. Secondly it also show that advisor are active & confident in front of customer. It do very important role in sell.

Decision taken by advisor

25%

75%

planned way

according to circumstances

Finding: - This graph shows that what is important in sell flexible panning strategy or fixed planning strategy. 75% advisors have to say that they make decision according to circumstances or to adopt flexible planning strategy. We can not do
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100% right in prediction pf human behavior and its decision, so we can not face it with the help of fixed planning strategy.

CRM after sell

regularly 50%

2 to 5 times 50%

2 to 5 times

regularly

Finding: - Insurance is long-term product so after sale service is important in it. Secondly insurance is relationship business and after some year advisor do more business but in less time due to it. It happen because mostly business come through existing customer and he give very less time to create new customer. This entire thing is possible due to customer relationship management. In this survey 50% say they that they meet from their customer regularly and half say 2 to 5 times in a month.

After how many meeting sale should be closed

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Av erage meeting in closing sale

18 16 14 12 10 no of advisor 8 6 4 2 0 first meeting Preception 1 to 3 meeting 6

18

Finding: - 18 out of 24 means 75% advisor say that they close their sale within 1 to 3 meeting. Otherwise they feel (about after 3rd meeting), such type of sell generally happen less probability to convert in sell. On the other hand, 25% advisors say that if you success in first meeting then success, otherwise probability of success to convert of sell will be very less.

Important aspect in selling

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Important in selling
14 12 no of advisor 10 8 6 4 2 0 trust and liking give satisfaction to client 4 1 brand all 12 8

Finding: - advisors feel that to give satisfaction to client is most important in sale (50% votes come). After that 1/3rd advisor feel that all three factor are important in sell. Only 5 advisors out of 24 say that trust and liking, and brand are also important in sell.

Conclusion
One of the skills used in Insurance Selling is the art of successfully persuading prospects or customers to buy products or services from which they can derive suitable benefits, thereby increasing their total satisfactions. Insurance is not bought, its sold. To sell insurance policy is tough work and its come into category of development selling. Agents feel tough due to following reason Less knowledge and training about product and company Intangible product Less interest from both sides (advisor and customer) Less motivation Competition from same companys advisor Delayed benefit to customer
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Less return or people see as an investment tools The study started with introduction and review of literature including could contribute to a better sales performance. Salesmanship is not inherent, it is a skill, which acquire with the help of training means it can be learned and taught. In insurance field, salesmen require mastering in sell. The basic characteristics identified in the literature as common to successful salespersons are: empathy, enthusiasm, desire to grow, persistency, patience, trustworthiness, and selfconfidence. Skills identified include interpersonal skill, communication, organizational, product, and service knowledge. Motivation plays a critical role in the success of a salesperson. Some of the motivating factors include financial freedom, time autonomy, need for recognition, power, and personal satisfaction. Lead generation is very important in Insurance because only insurance can be sold only to insurable people. So suspecting and prospecting is very important in this process. Three things are important in prospecting a) money (Includes
affordability and liquidity b) Authority (Means he/she is the decision maker) and c) need (Means he/she is the decision maker).

Today product knowledge is necessary for advisor, but it is not very fruitful when customers also know about product. It seems that before buying policy, customer gather information about policy and particular insurance company. So master all the
insurance products and services including updates are must for advisor.

Negotiation also helps in selling insurance policy. In this process advisor keep attention on verbal and non-verbal language of customer and try to create win-win situation. In this situation, there is a probability to generate business in further from the customer because in this condition customer feel satisfied and give persuade to other also. In negotiation advisor can be used cross selling and alternative. Active listing is important part of negotiation. In selling of insurance policy advisor speak less and ask open-ended question from customer and try to find whats customer financial need. From the help of successful negotiation, advisor stands on client expectation. Once they trust advisor, then they do business with him, and many will also refer him. Customers really buy from advisor

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Knowledge

Advisor

Idea

Skill The following framework explains the model of this study. The actions and motivation have a reciprocating influence on each other. Advisor with more positive results become successful in their career as life insurance advisor; ineffective advisor will have a deficiency in the process and thus choose to leave the business.

Essential attribute for successful selling in life Insurance

Action
-Building Trust
-Education Customer Sales Performance High Successful Carrier

Skill
-Managing Selling Process -Knowledge Management -Effective Communication

+ _

Motivation
-Entrepreneurship

Low

Exit Business

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Annexure-1 Questionnaire Respected sir/madam, I am Abhishek Roy. I am student of Narsee Monjee Institute of Management. I am doing a project How to sell Insurance Policy (Life) in effective way. Information provided by you will be kept confidential. Regards, Abhishek E-Mail: ______________________________________
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Age

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Phone Occupation: 4.Retired 1. Service

No2. Business .3 Self employed

Income category: a. 2 to 3Lac /p.a. c. 5 to 7Lac/p. a d. 7 to 10Lac /p.a. e. Above 10Lac /p.a.

b. 3 to 5 Lac/p. a.

1. For how many years you are in insurance industry? 1.a. less than 1-year 1.b. 1 to 2 year 1.c. 3 to 4 years 1.d. 4 to 6 years 1.e. above 6 years

2. How many policies you sell in a month? 2.a. Rs. 10000 premium or 2 policies in a month 2.b. Rs. 30000 premium or 5 policies in a month 2.c. Rs. 60000 premium or 8 policies in a month 2.d. Rs. 80000 premium or 10 policies in a month 2.e more than Rs. 1 lakhs & 10 policies in a month 3. Which type of policy you sell to client? 3.a. most sellable policy 3.b. Policy, which gives more commission 3.c. client need based policy 3.c. any other (if any please specify) 4. How do you collect your lead? 4.a. purchase from agency 4.b. blind call 4.c. given by company 4.d. relationship 5. Do you participate in training program? 5.a. always 5.b. sometime 5.c. rarely 5.d. never
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6. Are you satisfied from your business? 6.a very satisfied 6.b. satisfied 6.c. neutral 6.d. not satisfied 7. What is the role of your sells manager in your sells? 7.a very important 7.b. important 7.c. not important 7.d. nothing 8. During the time of meeting with client what do you do more? 8.a. speaking 8.b. listening 8.c. to give equal time on both. 8.d. dont know 9. When client ask question, you feel 9.a. energetic 9.b. bore 9.c. irritating 9.d. over enthustic 10. Do you give attention on clients body language? 10.a. always 10.b. some time 10.c. rarely 10.c. never 11.You close your sell with in (average) 11.a. first meeting 11.b. 1 to 3 meeting 11.c. 1 to 6 meeting 11.d. more then 6 meeting 12.You take your decision, 12.a. in planned way 12.b. according to circumstances

13.After sell you meet your client within a year, 13.a. one time 13.b. 2 to 5 times 13.c. regularly 13.d. never 14.What is important in selling, 14.a. trust & liking 14.c. give satisfaction to client 14.b. brand 14.d. all

15.If you give rank for the following, what will be your ranking in insurance selling,
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1= very important, 2= important, 3= not very important, 4= not important 5= unnecessary Listen Body Language Relationship Emotion Product knowledge 16. Please give suggestion to sell insurance in effective way. ..

Place:. Date:.

(Signature)

(Thank you for your co-operation)

BibliographyBooks; Marketing Research G.N Bajpai, Jyoti Navare, The Marketing of Insurance, Delhi, Abhinav Publishing Industries Pvt. Ltd, 1996 Kotler, Keller, Marketing Management., Delhi, Dorling Kindersley (India) Pvt. Ltd., 2006 Sales Management & Customer Relationship Management Class Notes (NMIMS)

Web site; www.google.com www.wikipedia.com

www.marketresearch.com www.irda.org
https://www.amazines.com/selling_skills_related.html

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http://www.insurancejournal.com/magazines/east/2006/08/21/features/72338.htm http://www.googobits.com/articles/p2-2632-ways-for-insurance-agents-to-sellinsurance- without-coldcalling.html

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