PERSUASIVE STRATEGIES USED BY INSURANCE AGENTS IN PROSPECTING CUSTOMERS BASED ON THE CUSTOMERS’ AGE FACTOR

Olivia Olga Wijaya, Herwindy Maria Tedjaatmadja

Abstract


This study aimed to find out the persuasive strategies used by X insurance agents in prospecting the customers and reveal the differences and similarities between persuasive strategies used by insurance agents in prospecting same-age customers and older customers. Through this study, the writer tried to relate the persuasive strategies used by insurance agents to the customers’ age factor. The writer chose three insurance agents who worked in X Insurance company and classified the customers into two categories based on their ages; firstly, customers who are in the same-age group as the agents; secondly, customers who are in different-age (older) group from the agents. In the findings, it turned out that in prospecting both customers’ categories, the insurance agents used both persuasive strategies proposed by Beebe & Beebe (2012); however some methods of persuasion strategies were not used at all. This study concluded that the age of the customers does not really affect the way insurance agents prospect their customers.


Keywords


Persuasive Strategies, Persuasion, Age

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References


Alexander, M. (2012). Persuasive Strategies Used by James Farmer Jr. and Samantha Booke in the Great Debaters Film: (Thesis No. 02012009/ING/2012). Unpublished Undergraduate Thesis, Petra Christian University, Surabaya.

Beebe & Beebe. (2012). Public Speaking: An Audience-Centered Approach (8th ed.). Boston: Pearson Education.

Hatane, M. (2011). The Persuasive Strategies Used on the Phone by Male and Female Insurance Salespeople in Surabaya: (Thesis No. 02011946/ING/2011). Unpublished Undergraduate Thesis, Petra Christian University, Surabaya.

Insurance agent. (n.d.) Farlex Financial Dictionary. (2009). Retrieved November 01 2016 from http://financial-dictionary.thefreedictionary.com/Insurance+agent

Kotler, P & Armstrong, G. (2004). Principles of Marketing (10th ed.). New Jersey, USA: Pearson.

Larson, C. U. (2004). Persuasion: Reception and Responsibility. Belmont: Thomson Learning Inc.

Yoon et al. (2005). Cognition, Persuasion, and Decision Making in Older Consumer. Netherlands: Springer Science + Business Media, Inc.


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