Strategi PT. Perusahaan Asuransi Sequislife melalui Personal Selling dalam memasarkan asuransi = PT. Perusahaan Asuransi Sequislife's strategy using personal selling to promote the insurance

Sutio, Willy (2013) Strategi PT. Perusahaan Asuransi Sequislife melalui Personal Selling dalam memasarkan asuransi = PT. Perusahaan Asuransi Sequislife's strategy using personal selling to promote the insurance. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Dunia pemasaran sekarang telah berkembang dengan pesat, perkembangan tersebut dimungkinkan dengan adanya strategi-strategi yang diterapkan perusahaan. Salah satu strategi pemasaran yang dapat menunjang tingkat penjualan adalah personal selling. PT. Perusahaan Asuransi Sequislife merupakan perusahaan yang bergerak di bidang asuransi, PT. Perusahaan Asuransi Sequislife merupakan perusahaan asuransi yang menyediakan pilihan-pilihan asuransi terkemuka seperti kesehatan, investasi, pendidikan dan yang lainya. Integrated marketing communication merupakan sebuah proses komunikasi, dengan tujuan serta fungsinya IMC dapat membantu perusahaan mecapai targetnya. Personal selling merupakan salah satu alat dalam PromotionalMix. Proses personal selling meliputi aktivitas menghasilkan dan mengkualifikasi arahan, melakukan panggilan secara personal, mengatasi sebuah kekurangan, dan menindaklanjuti penjualan. Peneliti menggunakan pendekatan kualitatif dengan metode studi kasus deskriptif. Teknik pengumpulan data terbagi menjadi dua, yaitu data primer dan sekunder. Data primer berasal dari wawancara mendalam dan observasi nonpartisipan, sedangkan data sekunder berasal dari studi kepustakaan dan dokumentasi. Peneliti menggunakan konsep Sales Stages Proces dari Fill (2005) yang terbagi menjadi sembilan indikator, yaitu prospecting customer, qualiying prospects, developing relationship, presenting sales messages, handling quaries and objections, closing the sales, providing service and support, developing relationship, dan maintaining trust and commitment. Dari hasil penelitian, PT. Perusahaan Asuransi Sequislife memiliki strategi yang jitu dalam mencari dan mendapatkan nasabah, dan juga memberikan produk serta layanan yang terbaik kepada para nasabahnya. / Nowadays the marketing world has grown rapidly, this possibility is caused by the strategies that companies apply. One of the marketing strategies that can support the sales level is personal selling. PT. Perusahaan Asuransi Sequislife is an insurance company that provides popular insurance options such as health, investment, education etc. Integrated Marketing Communication is a communication process, with its objective and function of IMC that can help the company in reaching the target. Personal selling is one of the tools in Promotional Mix. Personal selling process includes an activity that produces and qualifies instructions, makes personal call, handles quaries, objections, and follows up the selling. Researcher uses qualitative with descriptive methods. Techniques of data collection is divided as two way, there are primary and secondary data. Primary data derived from in-depth interviews and non-participant observation, and secondary data derived from literature and documentation. Researcher uses sales stages process concept form fill (2005) that divided as nine indicator, there are prospecting customer, qualiying prospects, developing relationship, presenting sales messages, handling quaries and objections, closing the sales, providing service and support, developing relationship, and maintaining trust and commitment. From the reseach’s result, PT. Perusahaan Asuransi Sequislife have the right strategy in finding and getting customers, and also provide the best products and services to their customers.

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