Promoting Insurance Companies in Ghana
CHAPTER I INTRODUCTION
1.1 Background of the Study Insurance business in Ho Volta Region of Ghana is branded as business which does not sell physical items like mobile phones but insurance companies exist mainly to provide the public with an insurance product(s). The primary objective of insurance company is to protect, minimize risks and ease financial burden on the insureds and the owners in case of any eventuality. It is difficult most time to convince customers to buy insurance product just through an advert. This now resulted to the use of engaging Sales Representatives whom use personal selling as a strategy in order to work on the customers because customers have a normal tendency to resist buying most things that are not essential to their need, when the message of the advertised product is not clear or understood at this point personal selling being a direct communication is used to further educates potential and actual buyer of a product on the benefits, premiums of the insurance product. In order to make substantial effort to induce the prospects and customer and to stimulate their interest to like and believed in the company’s product, sales representatives do a lot of education to inform and persuade potential and actual customers. The insurance business has reached innovation and revolution stage as result of competition. The use of personal selling as a strategy in order to make customers to buy their product is not only to sale and makes money for the insurance, but it is also used as a tool in educating customers on the product.
1.2 Statement of the Problem Insurance products are unsought and therefore a lot of customer education, persuasion, and information is required in marketing them. This research is aimed at finding out the role of Sales Representative in persuading, educating and informing potential and actual customers of insurance products in the Volta Region. The research specifically focuses on the perspective of insurance clients
1.1 Background of the Study Insurance business in Ho Volta Region of Ghana is branded as business which does not sell physical items like mobile phones but insurance companies exist mainly to provide the public with an insurance product(s). The primary objective of insurance company is to protect, minimize risks and ease financial burden on the insureds and the owners in case of any eventuality. It is difficult most time to convince customers to buy insurance product just through an advert. This now resulted to the use of engaging Sales Representatives whom use personal selling as a strategy in order to work on the customers because customers have a normal tendency to resist buying most things that are not essential to their need, when the message of the advertised product is not clear or understood at this point personal selling being a direct communication is used to further educates potential and actual buyer of a product on the benefits, premiums of the insurance product. In order to make substantial effort to induce the prospects and customer and to stimulate their interest to like and believed in the company’s product, sales representatives do a lot of education to inform and persuade potential and actual customers. The insurance business has reached innovation and revolution stage as result of competition. The use of personal selling as a strategy in order to make customers to buy their product is not only to sale and makes money for the insurance, but it is also used as a tool in educating customers on the product.
1.2 Statement of the Problem Insurance products are unsought and therefore a lot of customer education, persuasion, and information is required in marketing them. This research is aimed at finding out the role of Sales Representative in persuading, educating and informing potential and actual customers of insurance products in the Volta Region. The research specifically focuses on the perspective of insurance clients
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