Storybook behind the insurance company's sales

Abstract

The purpose of this thesis was to create a Storybook for a Finnish insurance company which objective was to give the service advisors of the client company good tools to improve their selling processes. Today, the selling processes are changing to be more focused on the experiences and the feelings customers receive from them exchange for the common price comparison and that was the main focus in this Thesis – to make stories that can be used in real life and which can be modified to fit different market communication situations.

The theoretical part of the Thesis consists of the background information about Finnish insurance companies in general, as well as, how emotions are appealing into people and information about storytelling in marketing communication. Theoretical sources were both from Finnish and English materials and were all from the 2010 century.

Information was gathered by interviewing 5 people from different fields of business, Interviews were made by using focused, semi-structured interview, thus the need was to get as much as ideas and discussions about the chosen themes which were related to their marketing communication situations.

The result – Storybook – was made using the theoretical part and the interviews as a background information. The book consists of brief description about the author and storytelling in market communication, followed by the information about how to start the conversation and the actual example stories about different insurances. After stories, there will be instructions how to end the meeting and lastly the final words. Storybook was illustrated with the images taken by the author.

Even though the Storybook has been made to a Finnish insurance company, can many other company in different business fields modify it to meet their needs and use it as a frame to their own stories. Storybook can be found from Appendix1.