Estrategias de desarrollo de habilidades comerciales para la colocación de seguros de vida en instituciones bancarias.

Abstract

The placement of life insurance in the financial system is a strategy used worldwide, where customer service executives play a fundamental role. It is important that they have an adequate level of commercial skills that enable them to close sales of these non-financial products. Therefore, this study is conducted with the objective of designing a proposal for strategies to improve the commercial skills of customer service executives for the placement of life insurance in a financial institution. The research is conducted using a mixed approach, descriptive, exploratory, and documentary in nature, with a non-experimental, cross-sectional design and a deductive-inductive method. A survey of 361 customers and interviews with five executives were used. The results showed that most customers were between 20 and 39 years old, most workers were employees and self-employed, the bank's customers had been with the bank for between 2 and 10 years, most customers said they had not received any life insurance offers, and the three recommendations made by customers to improve life insurance sales were to hold skills improvement workshops, provide training by insurers, and teach insurance sales techniques. It is concluded that customer service executives need to develop commercial skills that will enable them to achieve a higher level of life insurance placement at the Banco del Pacífico Riocentro Los Ceibos branch.