Using customer-centred benefit arguments when advising insurance clients

Die Nutzen­argumentation in der Beratung von Versi­cherungs­kund:innen kundenzentriert einsetzen
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Total time 60 minutes

Customers are interested in insurance products for different reasons. Recognising these individual buying motives and explaining the benefits of suitable products in a customer-oriented way is inevitably part of successful customer counselling. In this e⁠-⁠training, participants learn how to conduct a successful benefit argumentation using the five-step technique.


Target group

  • Intermediaries and advisors who are active in the sale of insurance products and employees who assist in brokering or advising on insurance products.

Learning objectives

  • Be able to distinguish between the product features and the customer benefits of insurance products

  • Recognising the buying motives of insurance customers and responding to them in a targeted manner

  • Explain the benefits of insurance products in a customer-centred way

  • Develop an individual benefit argumentation for each insurance customer


Arguing benefits
Focusing on customer satisfaction
Showing caution
Informing others
Giving convincing presentations
Representing the company

Authoring tool



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