The study of constructing salesperson's presentation as conversation capital - an example of insurance salespeople
| Autor: | Ting-An Chien, 簡廷安 |
|---|---|
| Rok vydání: | 2014 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 102 Insurance products have some functions like of financial planning, risk transferring and become one of the necessities of life. But the insurance products also have several unique properties such as intangibility, delay, uncertainty, and non-desire, etc., might cause the salesman has difficulty in selling merchandise. The study aims at the insurance salesman how to sell with the concepts of conversational capital and related skills in the marketing process, and then to enhance the overall value of customers and the insurance companies. And the research method of this study includes in-depth case study interviews, and with literatures analysis. Several important findings of the study are as follows: 1.The current insurance companies are different from the traditional ways of selling products, and they focus on the professional images of financial management and the customer relations management. 2.The salesman of insurance could use the concepts of conversational to enhance their brand image and to get a long-term customer trust and loyalty. 3.In the future, it should focus on the related retirement insurance or financial planning products and the long-term care insurance, and other considerations of integrated financial planning commodities. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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