ROLE THEORY APPLIED TO LIFE INSURANCE SELLING
DOI:
https://doi.org/10.12926/b04f4088Keywords:
LIFE INSURANCEAbstract
Everybody professionally connected with training, particularly the training of salesmen has heard of or even practices role-playing. Techniques and results vary greatly. Evaluations of the method are controversial, lacking a consistent theoretical framework. To formulate such framework is attempted here. Role theory, that is various theoretical perspectives developed by psychologists under that heading, was applied in a two years study of life insurance salesmen. The original action-oriented study observed how Agents contacted Prospects. Next followed attitude surveys of agents, insurance buyers and non-buyers, analysis of prospecting and selling techniques, selection and training systems for agents, and roleplaying experiments with selected groups of salesmen.
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