Malaysia’s first insurance company was founded a century ago. Malaysia Life Insurance only covered 54 percent of the Malaysian population in 2018 which indicates there are more opportunities for the insurance industry to grow.
However, so far there is no study conducted to review the sales technique of the insurance industry in Malaysia. This research aims to review the current sales techniques used by insurance agents and proposes the best interpersonal skills for insurance agents in their service. Determine the best interpersonal skills can help to standardize the training module to improve sales performance and at the same time ensure customers make a better buying decision.
The data was obtained by a survey questionnaire with a total of 20 questions. The questionnaire was developed based on multiple-choice questions (MCQ), open-ended questions with free answer field, and five points Likert scale question. The sample size of this study is 40 based on convenience sampling.
The targeted participants are between the ages of 18-60 years old who are full-time and part-time insurance agents in Malaysia.
The findings of the survey questionnaire were analysed with the Statistical Package for Social Sciences (SPSS). This study is reliant on self-report which means it depends on how well the participants understand the questionnaire and how well they understand themselves. Results revealed that storytelling and listening are the important interpersonal skill of insurance agents while impression management and nonverbal communication act as a communication aid in insurance sales.
