Strategic sales in the insurance industry - shaping customer relationships individually

Strategischer Vertrieb in der Versicherungswirtschaft – Kundenbeziehungen individuell gestalten
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Total time 60 minutes

In order to ensure that insurance customers feel well looked after, it is important to create an individual and customer-oriented relationship with them. This includes identifying the motives and needs of the customers by skilfully asking questions and listening, always being ready to help the customers and using individual rather than mass marketing. Cross-selling tailored to the client can also create great added value for both the client and the insurance company. This e⁠-⁠training offers a lot of useful know-how on strategic relationship building in the insurance industry. This course is part of the three-part series "Strategic Sales in the Insurance Industry". However, the courses do not build on each other and therefore do not assume any prior knowledge.


Target group

  • Intermediaries and advisors working in the distribution of insurance products

  • Employees who assist in the placement or counselling process

Learning objectives

  • Know the importance of good customer care

  • Understand and be able to serve the motives of insurance customers

  • Know and be able to use measures of effective individual marketing in the insurance industry.

  • Asking the right questions to learn more about clients and their insurance needs

  • Successfully use cross-selling to shape the customer relationship


Building trust
Forming relationships
Being reliable
Thinking strategically
Developing strategies
Focusing on customer satisfaction

Authoring tool



Animated illustrative videos
Transfer tasks
Key messages
Interactive elements
Knowledge Check
Enacted scenes
Moderated video lectures
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