Insurance Sales and Marketing Training Course

Duration 5 days 10 modules · 33 contact hours
Level Intermediate Certificate on completion
Who attends Insurance Sales Executives, Insurance Brokers and others
Fee from USD 1,100 KSh 95,000 for Kenyan organisations
Where 52 cities + online See dates by city
Next start 16 Nov 2026 Course code SD-BI-089

Before you join: Participants should have basic familiarity with insurance products, policy documents, customer-facing work or insurance marketing activity.

Dates & prices

Two start dates a month in every city, and live online on weekdays or weekends. Fees are per participant; classroom fees include tuition, materials, lunch and refreshments, and the certificate.

Suggest a date or city

Showing the next six months. Later dates, other cities and private deliveries for your team are available on request.

Course overview

Insurance growth depends on more than product knowledge. Sales teams must identify genuine protection needs, explain policy terms accurately, earn trust during premium discussions and maintain contact through renewal and claims moments. Marketing teams must generate qualified demand while respecting consent, disclosure and fair-treatment requirements. Poor segmentation, weak fact-finds, unclear quotations and unsupported claims can reduce conversion, create unsuitable sales and damage retention.

This course develops practical insurance sales and marketing capability for professionals selling life, health, property, liability, motor and employee-benefits products. Participants learn to segment markets, map customer journeys, conduct structured needs analysis, present policy value, manage objections, build prospect pipelines and measure campaign performance. The course also addresses sales conduct, disclosure, data permissions, anti-money-laundering indicators and the records needed to support suitable recommendations. Participants work with approaches including STP, SPIN Selling, AIDA, sales-funnel analysis and retention cohort measures.

Instruction combines focused briefings with insurance cases, group analysis, sales conversations, quotation reviews, campaign-planning work and performance-management discussions. Cases reflect retail insurance, bancassurance, broker distribution, corporate accounts and employer schemes. Participants leave with a reusable insurance sales and marketing toolkit, including a customer fact-find structure, needs-gap analysis, sales pipeline model, campaign brief, renewal review checklist and 90-day application plan. The five-day instructor-led course is available in classrooms in more than 50 cities or live online. Participants who complete the course receive a certificate of completion.

The course is suited to professionals who already work with insurance customers, products, distribution partners or campaigns and need a more disciplined approach to growth, sales quality and retention.

What you will be able to do

  • Segment insurance markets using STP criteria, customer needs and commercial potential
  • Conduct structured insurance fact-finds using SPIN Selling and needs-gap analysis
  • Explain policy coverage, exclusions, limits and premium drivers in customer language
  • Build compliant sales recommendations supported by disclosure and suitability records
  • Create insurance prospecting plans, sales pipelines and appointment-setting messages
  • Handle insurance objections using diagnosis, accurate comparisons and agreed next steps
  • Design measurable insurance marketing campaigns using audience, proposition and channel plans
  • Interpret funnel, retention and campaign metrics to improve sales and marketing decisions

Benefits of attending

For you

  • Conduct more credible insurance needs conversations without relying on product scripts
  • Present exclusions and premium trade-offs clearly while preserving customer trust
  • Improve prospect follow-up discipline through defined pipeline stages and next actions
  • Build marketing briefs that connect audience needs with measurable campaign objectives
  • Document recommendations and disclosures more confidently for quality assurance reviews

For your organisation

  • Higher-quality insurance leads through clearer segmentation and campaign targeting
  • More consistent fact-finds, quotations and recommendations across sales channels
  • Reduced mis-selling exposure through stronger disclosure, consent and recordkeeping practices
  • Improved quote-to-bind and renewal performance through funnel and retention analysis
  • Better coordination between sales, marketing, service and distribution partners

Course modules

10 modules over 5 days

Participants can define target insurance segments and position relevant customer value propositions.

  • Insurance distribution models: agency, brokerage, bancassurance, direct and affinity channels
  • Customer value propositions linked to protection gaps and life events
  • STP segmentation using demographic, behavioural, needs-based and profitability variables
  • Buyer journey mapping from trigger event through renewal decision
  • PESTLE and competitor analysis for local insurance market positioning
  • Marketing objectives converted into measurable acquisition, conversion and retention targets

Participants can run a structured discovery conversation and document customer protection needs.

  • Discovery questioning to identify financial risks, priorities, dependants and affordability
  • Fact-find structure covering objectives, existing cover, exclusions and claims history
  • SPIN Selling questions adapted for life, health, property and liability cover
  • Risk appetite discussions separated from product features and premium preferences
  • Needs-gap analysis comparing exposures, existing protection and stated priorities
  • Documenting customer information accurately for suitability and follow-up

Participants can explain policy terms accurately and match product options to documented needs.

  • Core insurance principles: insurable interest, indemnity, utmost good faith, contribution
  • Policy anatomy: declarations, insuring agreements, conditions, exclusions and endorsements
  • Translating technical coverage terms into clear customer-facing benefit statements
  • Premium rating factors explained without making unsupported pricing promises
  • Comparing product options through coverage limits, deductibles, waiting periods and exclusions
  • Suitability rationale aligned with customer needs, budget and risk tolerance

Participants can apply conduct controls throughout the insurance sales and marketing process.

  • Fair-treatment principles applied to advertising, advice, disclosure and complaints
  • Know Your Customer checks and anti-money-laundering escalation indicators
  • Consent management for personal data, marketing permissions and recorded communications
  • Disclosure checklists covering key facts, exclusions, charges and cancellation rights
  • Mis-selling warning signs: unsuitable cover, omissions, pressure and exaggerated claims
  • Audit-ready sales records capturing needs, recommendations, approvals and next actions

Participants can build a disciplined prospecting routine and manage insurance opportunities through a sales pipeline.

  • Account prioritisation using propensity, value, renewal date and referral potential
  • Prospecting plans combining referrals, partnerships, outbound contact and event follow-up
  • AIDA messaging for first contact, appointment setting and response prompts
  • Sales pipeline stages with entry criteria, probabilities and ownership
  • Call planning sheets linking customer hypotheses, questions and desired commitments
  • Time-blocking routines for prospecting, meetings, quotations and follow-up

Participants can present insurance recommendations clearly and move customers toward informed decisions.

  • Consultative presentation structure: situation, risk, recommendation, evidence and decision
  • Feature-benefit translation using customer language, scenarios and policy evidence
  • Premium conversations framed around affordability, value and payment frequency
  • Visual quotation walkthroughs highlighting limits, excesses, exclusions and conditions
  • Stakeholder mapping for employer schemes, family decisions and business purchases
  • Closing techniques: trial close, summary close, alternative choice and next step

Participants can respond to insurance objections accurately and maintain momentum after sales conversations.

  • Objection diagnosis separating price concerns, trust gaps, timing and misunderstandings
  • Feel-Felt-Found responses used without dismissing valid customer concerns
  • Reframing deductible and exclusion questions with accurate policy explanations
  • Competitor comparisons based on documented coverage, service and claims differences
  • Negotiation boundaries protecting underwriting terms, conduct standards and profitability
  • Follow-up sequences after deferred decisions, incomplete applications and lost quotes

Participants can design compliant insurance campaigns with defined audiences, messages, channels and measures.

  • Campaign briefs specifying audience, proposition, offer, channels, budget and measures
  • Content calendars matched to awareness, consideration, conversion and renewal stages
  • Email sequences built around triggers, consent, relevance and clear calls-to-action
  • Social media content controls for disclosures, approvals and record retention
  • Partner marketing plans for banks, employers, affinity groups and intermediaries
  • A/B testing of subject lines, offers, landing pages and response rates

Participants can strengthen policyholder retention through planned service, renewal and referral activity.

  • Onboarding communications setting expectations for documents, payments, service and claims
  • Renewal review process identifying changed risks, coverage gaps and price concerns
  • Claims-service conversations balancing empathy, accurate information and appropriate referrals
  • Complaint handling steps: acknowledgement, investigation, resolution, recording and learning
  • Cross-sell and referral prompts triggered by life events and policy milestones
  • Churn analysis using lapse reasons, renewal outcomes and service indicators

Participants can use insurance sales and marketing metrics to set priorities and improve results.

  • Sales funnel metrics: lead conversion, quote ratio, bind rate and cycle time
  • Marketing return calculations using acquisition cost, campaign spend and premium income
  • Persistency and retention measures interpreted by cohort, channel and product
  • Dashboard design linking activity measures with quality, conduct and customer outcomes
  • Root-cause reviews for missed targets, stalled pipelines and renewal losses
  • 90-day application plan with priorities, measures, owners and review dates

Exercises and examples are adapted to each cohort's sectors and roles.

What you take back to work

  1. Insurance customer fact-find template
  2. Protection needs-gap analysis model
  3. Insurance sales pipeline template
  4. Compliant campaign brief template
  5. Policy renewal review checklist
  6. 90-day sales and marketing application plan

Who should attend

  • Insurance Sales Executives — need structured methods for converting qualified prospects responsibly
  • Insurance Brokers — need clearer fact-finds, recommendations and renewal conversations
  • Bancassurance Relationship Managers — need to identify protection needs within banking customer relationships
  • Insurance Marketing Specialists — need campaign methods tied to consent, conversion and retention measures
  • Agency Managers — need consistent sales standards and coaching measures for field teams
  • Customer Retention Managers — need renewal, cross-sell and lapse-reduction methods

Skills and tools covered

Insurance needs analysisConsultative sellingCompliant marketingPipeline managementObjection handlingRetention analytics

Tools and standards

STP Marketing Framework, SPIN Selling, AIDA Model, PESTLE Analysis

How the course runs

Training methodology

The course uses short instructor briefings to introduce methods, followed by insurance cases, quotation analysis, group exercises, sales-conversation simulations and campaign-planning work. Participants assess customer information, identify protection gaps, compare policy options, prepare compliant messages and interpret sales metrics. Facilitated feedback focuses on accuracy, customer value, conduct standards and commercial judgement. Each participant consolidates the methods into a 90-day application plan relevant to their products, customer segment and distribution channel.

Requirements and prerequisites

Participants should have basic familiarity with insurance products, policy documents, customer-facing work or insurance marketing activity. Experience in sales, banking relationship management, brokerage, customer service or campaign execution is helpful. Participants should be able to interpret simple premium quotations and discuss customer needs professionally. The course does not require prior formal insurance qualifications, advanced marketing credentials, actuarial knowledge, underwriting authority or specialist data-analysis skills. It is not designed to replace jurisdiction-specific licensing, regulatory examinations or mandatory product training.

A typical training day

08:30 – 10:30First session
10:30 – 10:45Refreshment break
10:45 – 12:30Second session
12:30 – 13:30Lunch and networking
13:30 – 15:00Third session
15:00 – 15:15Refreshment break
15:15 – 16:30Workshop and daily review

Live online deliveries follow the same structure in East Africa Time, with shorter screen blocks and longer breaks.

What the fee includes

  • Instruction by a practitioner facilitator
  • Full course workbook and materials
  • Exercise files, templates and case studies
  • Refreshments and lunch on classroom deliveries
  • Certificate of completion
  • Post-course application plan

Frequently asked questions

Participants should have basic familiarity with insurance products, insurance customers or related sales and marketing work. No formal insurance qualification, underwriting authority or actuarial background is required.

Bring a laptop or tablet if possible, together with non-confidential examples of your products, target segments or current sales materials. Participants should not bring identifiable customer data, confidential policy files or internal pricing documents.

It is designed for insurance sales executives, brokers, bancassurance staff, marketing specialists, agency managers and retention professionals. It is most useful for people with some customer, product or campaign exposure who need a more structured commercial method.

This course focuses on customer acquisition, needs analysis, communication, marketing, retention and sales conduct. It explains policy terms sufficiently for accurate customer conversations, but it does not train participants to price risks, set underwriting terms or assess claims.

Participants leave with reusable structures for fact-finds, needs-gap analysis, prospecting, campaign briefs, renewals and performance reviews. These can be adapted to retail, commercial, bancassurance, broker and employer-scheme distribution models.

Training runs from 08:30 to 16:30 each day, providing about 6.5 contact hours daily. The five days cover ten modules in teaching order, combining instruction, cases, group work, simulations and application planning.

Questions about this course?

Ask about dates, fees, group bookings or running it for your team. Our training team replies by email.

Ask on WhatsApp info@skillsetdevelopment.com

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