From insurance to experience - double sales in six months
Hand on heart - when you say insurance, most people prefer to avert their eyes and their attention. It's just - how do you effectively market an unpopular topic and deliver measurable results?
The German company Signal IDuna came up with a challenge: it wanted to get the improved SI Work-Life insurance product out to its salespeople and brokers so that they would not only understand it, but also like it and then be happy to offer it to their clients in a convincing way.
Baseline:
- Market: Banking and Insurance
- Problem: Initial skepticism of the sales department towards the new product, general disinterest of clients in insurance products
- Goal: Excite the internal sales team, convey an attractive message to new clients and secure sales
Task:
The challenge was to create a sales enablement tool that:
- Clearly explain the benefits of the new product,
- interactive and fun,
- encourage internal motivation of the sales team and interest of the end customers,
- and ultimately increase conversions and trust in the brand.
Solution:
With an unconventional combination of physical experience and creatively crafted information in the form of an endless card, users could literally play with the product while remembering the essentials. Movement, image and interaction instead of boring phrases and meaningless concepts.
The infinite folding card literally turned the view of insurance on its head. News, important numbers and product variations stood out in a way that promoted deeper understanding and memorization.
The result:
- Initial skepticism became enthusiasm.
- SI Work-Life sales jumped 100% in the first 6 months.
- The quality of the sales conversations increased, turning what was originally a "boring" topic into a natural and understandable dialogue.
- Salespeople reported that clients were significantly less concerned with the price of the product - a key indicator of a strong value proposition.
Summary:
In a situation where insurance is one of the "hard-to-sell" products, SIGNAL IDUNA decided on an innovative form of communication - and it paid off. The combination of interactive print and engaging creative created a sales tool that:
- made the abstract understandable,
- boosted salespeople's motivation,
- increased customer confidence,
- significantly increased sales.
"The sales team was really excited - and we doubled Work-Life sales in six months. An almost unbelievable result." Detlef Tripp, Head of Marketing for Life and Pensions, Signal Iduna
Want to turn your topic into an experience too? Contact us or request a sample.
