| Summary: | 碩士 === 淡江大學 === 保險學系保險經營碩士在職專班 === 99 === In the competitive financial and insurance market, the most important thing in the insurance marketing business is continuously to increase new customers, and to acquire new customers through a referral by existing clients is the most direct and important ways and sources.
Generally speaking, the new customers through existing clients’ referral almost have a stable, positive, and characters in insurance and the new customers introduced by the existing customers mostly have a better understanding of insurance and a better risk awareness and as well as a better recognition of salesmen and their affiliated company. The contacted people through referral are easy to communicate and are likely to become a new customer eventually. Therefore, to get new customers through existing clients’ referral is the key factor of increasing the volume of customers.
Through this research, we found that the key factors of existing customers willing to introduce new customers to insurance can be attributed to the salesmen’s professional knowledge of insurance, better service, better communication and responsible attitude.
Marketing needs not only a professional knowledge, but also a marketing art. Royal customers are the most important assets in marketing, therefore, how to create, maintain, and promote mutual friendship is a decisive factor to keep customer relation.
|
|---|
