ANALISIS TAHAPAN PERSONAL SELLING OLEH TENAGA PEMASAR BANCASSURANCE PT SUN LIFE FINANCIAL INDONESIA

CHAIRUL AMRI, Iin Mayasari, Dr., M.M., M.Si

2019 | Tesis | MAGISTER MANAJEMEN (KAMPUS JAKARTA)

Penelitian ini bertujuan untuk menganalisis tahapan penerapan personal selling dalam proses penjualan produk asuransi jiwa oleh tenaga pemasar (Insurance Advisor/IA) Bancassurance PT Sun Life Financial Indonesia. Data primer yang digunakan diperoleh dari hasil wawancara informan utama PT Sun Life Indonesia, sedangkan data sekunder diperoleh dari internal dan eksternal perusahaan. Terdapat 7 informan yang menjadi objek penelitian. Hasil penelitian menunjukkan bahwa tenaga pemasar bancassurance PT Sun Life Indonesia secara tidak langsung telah menempuh enam langkah penjualan efektif personal selling Kotler dan Keller (2016) yaitu prospecting and qualifying, pre-approach, presentation and demonstration, overcoming objection, closing, dan follow up serta maintenance.

This study aimed to analyze the stages of the personal selling implementation in the process of selling life insurance products by Bancassurance marketers (Insurance Advisor/IA) in PT Sun Life Financial Indonesia. The primary data were obtained from interviews with key informants from PT Sun Life Indonesia, while secondary data were obtained from internal and external companies. There were 7 informants as the objects of research. The results showed that PT Sun Life Indonesia's bancassurance marketers indirectly took six steps of effective selling by Kotler and Keller's personal selling (2016), they are prospecting and qualifying, pre-approach, presentation and demonstration, overcoming objection, closing, and follow-up as well maintenance.

Kata Kunci : Personal Selling, Bancassurance, Prospecting and Qualifying, Pre-approach, Presentation and Demonstration, Overcoming Objection, Closing, dan Follow Up and Maintenance.