ABSTRACT
Di masa sekarang ini, asuransi telah menjadi suatu kebutuhan penting bagi setiap individu. Oleh karena itu, saya memilih untuk melakukan magang di PT. AXA Financial Indonesia. Masalah yang saya hadapi saat melakukan magang dan bertugas sebagai seorang agen, yaitu saya mengalami kesulitan menjual asuransi kepada calon pelanggan saya. Ada beberapa sebab dan akibat dari permasalahan tersebut.
Penyebab –penyebabnya antara lain yaitu harga produk asuransi tidak
terjangkau oleh semua orang, banyak calon pelanggan saya yang belum sadar akan pentingnya memiliki asuransi, dan kebanyakan calon
pelanggan saya meremehkan serta menolak saya. Selain daripada itu, ada tiga akibat yang ditimbulkan yaitu lingkup pasar saya untuk menjual asuransi menjadi terbatas, saya mempunyai kesulitan dalam menjangkau serta meyakinkan calon pelanggan saya, dan saya menjadi kecewa serta kurang termotivasi saat saya diremehkan dan ditolak oleh calon
pelanggan saya secara terus menerus. Oleh karena itu, saya berusaha untuk mencari solusi yang tepat untuk mengatasi masalah tersebut. Solusi pertama adalah saya perlu mengidentifikasi kebutuhan para calon
pelanggan saya. Yang kedua yaitu saya akan melakukan pendekatan terhadap calon pelanggan saya. Solusi ketiga ialah saya akan memberi
pengetahuan kepada calon pelanggan saya.
TABLE OF CONTENTS
ABSTRACT ………..……… i
DECLARATION OF ORIGINALITY ………..……… ii
ACKNOWLEDGEMENTS ……….…..….. iii
TABLE OF CONTENTS ……….…..…. iv
CHAPTER I. INTRODUCTION ………..…... 1-5
A. Background of the Study B. Identification of the Problem
C. Objectives and Benefits of the Study D. Description of the Institution
E. Method of the Study F. Limitation of the Study
G. Organization of the Term Paper
CHAPTER II. PROBLEM ANALYSIS ………..…….…………... 6-8
CHAPTER III. POTENTIAL SOLUTIONS ………...……….. 9-12
CHAPTER IV. CONCLUSION ……….. 13-14
BIBLIOGRAPHY
APPENDICES:
Flowchart
Problem :
Handling my difficulty in selling insurance at PT. AXA Financial Indonesia Causes :
1. The price of insurance products was not affordable for some of my prospective customers.
2. Most of my prospective customers were not aware yet of the importance of having an insurance. 3. Most of my prospective customers underestimated and rejected me.
Effects :
1. I had limited market to sell the insurance products. 2. I had difficulty in approaching and convincing my prospective customers. 3. I was upset and less motivated when I constantly got underestimated and rejected by my prospective customers.
Chosen solution : Potential solution 1, 2, and 3.
Potential solution 1 = I have to identify the needs of my prospective customers. Potential solution 2 = I will approach my prospective customers.
Potential solution 3 = I have to educate my prospective customers.
Reason :
Potential solution 1, 2, and 3 support each other. Besides that, those potential solutions have promising positive effects. Potential solution 1 :
I have to identify the needs of my prospective customers. Potential negative effect 1 :
I might misunderstand my
prospective customer’s
needs.
Potential positive effect 1 : I can qualify my prospective
customer’s needs which are
suitable with the various insurance products which are provided by AXA.
Potential solution 2 : I will approach my prospective customers. Potential negative effect 2 :
I have to put my time and effort to approach my prospective customers.
Potential positive effect 2 : I am building good relations with my prospective customers.
Potential solution 3 :
I have to educate my prospective customers.
Potential negative effect 3 : There is a risk when I try to educate my prospective customers when the timing is not appropriate, I might lose my chance to educate them.
CHAPTER I
INTRODUCTION
A.
Background of the Study
Nowadays, practical skills such as building good relations and
communicating effectively with people are important in the real working world.
As it is stated in “Intercultural Communication in the Global Workplace”, “The
need for effective and clear intercultural communication is becoming vital in
securing success in today's global workplace” (1). All those skills are provided
at DIII Programme for English, Maranatha Christian University. I had an
opportunity to apply those skills when I was doing my apprenticeship at PT.
AXA Financial Indonesia or generally known as AXA.
The reason I did my apprenticeship at AXA is because I think that recently
insurance has become one of the necessities in life. As Vijayalekshmi Omana
states in “Injury Lawyers Injured Profession : Part One”,“Nowadays i.e. the
21st century insurance has become a real essential thing in the life of every
individual” (par.3). Insurance plays an important role in the society. It assists
I did my apprenticeship at AXA as a financial consultant or generally
known as an agent. In the first month, I got some training from AXA before I
was allowed to sell. Each informal training lasted for two or three hours a day,
but a formal training could last from nine o’clock in the morning until five
o’clock in the evening. In the second month, I had to apply what I got from the
training by dealing directly with my prospective customers on the field.
My job description as an agent was to market and sell insurance products.
The first step is I have to make a database which is a list containing the data
of my prospective customers, such as names, addresses, and phone
numbers. Next, I have to call my prospective customers and arrange an
appointment with them. When the appointments are fixed, I have to deliver a
presentation for my prospective customers and give them some illustrations
about the insurance proposal which is suitable with their profile. I did the
presentation under the supervision of my Leader since I was not entitled to
make the deal with my prospective customers yet until I got the license from
Asosiasi Asuransi Jiwa Indonesia (AAJI).
When I was doing my job, there were some problems I had to face. One of
them is I had a difficulty in selling insurance. There were many challenges I
had to face both in terms of pricing of insurance’s products as well as my
prospective customers. Therefore, in this term paper, I am going to discuss
about my difficulty in selling insurance at PT. AXA Financial Indonesia. I will
discuss more about the causes and effects, and then find the best solution to
B. Identification of the Problem
Based on my experience during my apprenticeship as an agent at PT.
AXA Financial Indonesia, I propose to analyze :
1. Why did I have a difficulty in selling insurance while I was doing my
apprenticeship at PT. AXA Financial Indonesia?
2. How should I overcome this difficulty?
C. Objectives and the Benefits of the Study
The objectives of the study are to find out the causes and effects of my
difficulty in selling insurance, to analyze some potential solutions to solve the
problem, to find out the positive and negative effects from each potential
solution, and choose the best solution to overcome the problem.
By writing this term paper, there are some benefits for the institution, the
readers of this term paper, and for me as the writer. For the institution, I am
likely to share my experiences with other agents at AXA so that they can get
some benefits. The methods proposed can be used to handle their difficulties
in selling insurance. Another advantage of this study is for the readers. It is
expected that this term paper can provide some useful information and
knowledge for them about guides to successful selling. For me, the benefit is
that I will be able to overcome the problem by applying the best solutions.
Furthermore, I can improve my knowledge, experiences, and skills in selling
D. Description of the Institution
In an AXA Financial Business Opportunity brochure, it is stated that AXA
is one of the world leading insurance and asset management groups which
was established by an experienced group of insurance business in France in
1816. At the moment, AXA is serving 96 million clients, individuals and
business, in 61 countries.
As stated in an article entitled “About Us” on the AXA International Group’s
Website, “AXA mission is to help its clients live more confidently day after
day, by protecting them, their families and their property against risks, and by
managing their savings and their assets. In 2003, for the first time, The AXA
Group gained ground in Asia, including in Indonesia” (par.2).
AXA Office Centre in Indonesia is located in Ratu Plaza Office Building,
Jakarta. However, the place where I do my apprenticeship is at one of AXA
branch offices in Bandung which is located on Jalan Bengawan No. 49.
E. Method of the Study
This term paper uses several ways to collect the data. I gather the data
from my observation, library research, and online publications. As the
supporting data for the analysis, I use my apprenticeship journal as the
source.
I did my observation while I was doing my apprenticeship as an agent. In
I browsed the Internet to gather more data. Moreover, I read my
apprenticeship journal to remind me of the small details I missed. The data
are used to analyze the problem and to find the best potential solutions.
F. Limitation of the Study
My term paper focuses on handling my difficulty in selling insuranceat
AXA, an insurance and asset management company.The apprenticeship
was done from 20th December 2011 until 18th February 2012 at AXA
Bengawan.
G. Organization of the Term Paper
This term paper starts with the Abstract, a summary of the whole term
paper in Indonesian. Afterwards, it is followed by the Acknowledgements,
which contains my gratitude to a list of people who have supported me during
the process of writing this term paper. After that, there is the Table of
Contents.
Then, there are four chapters which are as follows: Chapter I is the
Introduction, Chapter II contains the Problem Analysis, Chapter III deals with
the Potential Solutions, and Chapter IV is the Conclusion. In the last part of
my term paper, there are a Bibliography containing a list of References and
CHAPTER IV
CONCLUSION
In this chapter, I would like to present the best chosen solutions to
overcome the problem. The problem I faced is in handling my difficulty in
selling insurance when I was doing my apprenticeship at PT. AXA Financial
Indonesia or generally known as AXA. There are three causes of the
problem, which are the price of insurance products was not affordable for
some of my prospective customers, most of my prospective customers were
not aware yet of the importance of having an insurance, and most of my
prospective customers underestimated and rejected me. Those causes lead
to some effects, namely, I had limited market to sell the insurance products, I
had difficulties in approaching and convincing my prospective customers, and
I was upset and less motivated when I constantly got underestimated and
rejected by my prospective customers. To handle the problem, I have
proposed three potential solutions. The first is I have to identify the needs of
my prospective customers. The second is I will approach my prospective
After discussing the potential solutions, I would like to present the best
solution to solve the problem. The chosen solutions are the combination of
the first, second, and third solutions.
The reason I choose those potential solutions is because all of the
potential solutions support each other. Lloyd states that, “The sales cycle is
composed of each sequential step in the selling process. The cycle starts with
prospecting, and then moves to qualifying, analyzing needs, presenting,
handling objections, closing, and then servicing and following up” (289). In
conclusion, all of the potential solutions above have many promising positive
effects.
To sum up, the best solutions to approach the prospective customers is by
applying the first, second, and third solution. The first is I have to identify the
needs of my prospective customers. The second is I will approach my
prospective customers. The third is I have to educate my prospective
customers. I would suggest these solutions for other Agents at PT. AXA
Financial Indonesia to apply when they have difficulties in selling insurance.
Each of the potential solution will support the other potential solutions as a
whole, as a result, the selling process can be carried out effectively. I believe
those solutions that I choose will help me to overcome the problem and
BIBLIOGRAPHY
Printed Sources
AXA Financial Business Opportunity. 2011.
AXA – Grade 1 Basic Selling Skill Training. 2011.
B., Poppy. “Insurance Offers Peace of Mind”. Sense for Money December.
2011: 33-34.
Brounstein, Marty. Communicating Effectively for Dummies. New York: Wiley
Publishing, 2001.
Lloyd, Ken Ph.D. KISS: Guide to Selling. New York: Dorling Kindersley
Publishing, 2001.
White, Sarah. Complete Idiot’s Guide to Marketing. New York : Alpha Books,
2003.
Washburn, Harry, and Kim Wallace. Why People Don’t Buy Things. New
York: Basic Books, 2000.
Electronic Sources
“About Us”. AXA Group Communication and Corporate Department
Anderson, Arnold. “Challenges a Sales Person Faces When Selling Life
Insurance”. Demand Media, Inc (2012). 6 June 2012
<http://www.ehow.com/info_7748986_challenges-faces-selling-life
insurance.html>.
“Asuransi Incar Kelas Menengah”. Kompas. 9 May 2012. 14 June 2012
<http://cetak.kompas.com/read/2012/05/09/02574336/asuransi.incar.
kelas.menengah>.
McMillian, Megan, and Bristol Herald Courier. “Many Without Health
Insurance Say They Simply Cannot Afford It”. TriCities.Com. 15 April
2012. 10 June 2012
<http://www2.tricities.com/news/2012/apr/15/many-without-health
insurance-say-they-simply-cann-ar-1843173/>.
Omana, Vijayalekshmi. “Injury Lawyers Injured Profession”. Vijayalekshmi
Omana. 28 March 2011. 16 April 2012
<http://www.senseoflaw.com/2011_03_01_archive.html>.
Pin, Khian. “Asuransi – Insurance Agents in Avrist Assurance”. HubPages
Inc.. 13 April 2012. 7 May 2012
<http://asuransiasuransi.hubpages.com/hub/Asuransi-Asuransi>.
Pritchard, Andrew. “Educate Your Customers”. Andrew Pritchard. 28 June
2008. 29 March 2012
<http://andrewpritchard.com/archive/2008/06/28/educate-your
