Strategi Peningkatan Kapasitas Agen Asuransi Dalam Penjualan Polis Asuransi Di Pt Prudential Prestasi Agency Medan

Abstract

The low penetration rate of the insurance industry in Indonesia shows the importance of increasing the capacity of agents as the spearhead of insurance product marketing. The development of agent competencies is an important factor in increasing policy sales and company competitiveness in the midst of the development of digital technology. This study uses a qualitative descriptive method with data collection techniques through interviews, observations, and documentation of agents, team leaders, and management at PT Prudential Prestasi Agency Medan. The results of the study show that agent capacity building is carried out through continuous training that focuses on product mastery, communication skills, leadership, and the application of modern sales techniques such as consultative selling and Neuro-Linguistic Programming (NLP). The use of digital technology through the PRUforce application also improves work efficiency, speeds up the sales process, and makes it easier to serve customers. In addition, marketing strategies such as canvassing, door to door, and the use of social media have proven effective in expanding market reach, especially among millennials. Agent capacity building is supported by intensive training, an incentive system that motivates performance, and a humane personal approach to customers. The synergy between agent competency development, the use of digital technology, and modern marketing strategies are important factors in increasing insurance policy sales and strengthening the company's competitiveness.