Abstract

Selling of personal insurance is a service operation that requires a high degree of contact between the salesperson and the insurance prospect and effective selling depends to a large extent on the knowledge and persuasive skills of the sales person. Sales presentations are not easily amenable to automation nor associated with high technology so far. Of late however, with the availability of laptop computers and the development of software related to the selling process itself, the situation has changed dramatically. Software aimed at the analysis of customer needs for insurance offers the advantage of instantaneous analysis at the customer's home. While this technology is expected to increase the effectiveness of the selling process as well as customer satisfaction, it is important that a critical evaluation be made of such assumptions. This study evaluates the results of a new sales-focused technology implemented by a large insurance company.

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