Evaluation of the cohesion between selling approaches and results in an insurance company's activity

The main purpose of this bachelor thesis is to evaluate the cohesion between selling approaches and results in an insurance company's activity. The work consists of these main parts: the analysis of literature, the research and its results, conclusion and recommendations. Literature analysis reviews theoretical aspects of selling approaches: the conception of the selling process and its course, selling approaches and measures, conception and particularities of insurance services and personal selling approach in life insurance companies. After the literature analysis the author has carried out the study, in which the main purpose was to find out and investigate the cohesion between selling approaches and results in the insurance company "Compensa life". The goals of the investigation: to Do an analysis of the company's selling results; to find out how selling approaches that are being used influence the company's selling results. First there was a stage of preparation for the investigation in which information about the company and its selling approaches was collected. It was done by analysing company's activity from the company's documents and help of a survey that was done by experts. After that, there was an investigation in the branch of the company "Compensa life". During the investigation 10 experts(using interview method) and 150insurance consultants (using questionnare method) were questioned. The results of the investigation showed, that there is only one selling approach in the company - personal selling, and that the selling results directly depends on personal qualities of the consultant, and the amount of effort he puts into the work. The investigation revealed that the clients usually don't look for life insurance services, therefore personal selling is the only effective approach. Consulatants were able to sign more life insurance contracts, because of their good communication skills which helped to find out the needs of the consumers. The conclusions and recommendations summarize the main concepts of literature analysis as well as the results of the performed research. The author believes that the results of the study could give useful guidelines to the companies which are going to guidelines to the companies which are going to continue the activity, related to sales, especially for the companies which use personal selling approach, because in this way, the companies will be able to get valuable experience and be more effective at selling. &#8195