Strategi Personal Selling dalam Membangun Kepercayaan Nasabah Baru Asuransi Kesehatan pada Agen PT. FWD Insurance (Studi Kasus pada Agen PT. FWD Insurance Surabaya)

Penelitian ini bertujuan untuk menganalisis penerapan strategi personal selling oleh agen PT FWD Insurance Cabang Surabaya dalam membangun kepercayaan nasabah baru terhadap asuransi kesehatan. Penelitian ini menggunakan metode kualitatif deskriptif dengan pendekatan studi kasus. Lokasi penelitian berada di PT FWD Insurance Cabang Surabaya dengan informan sebanyak 12 orang yang terdiri atas 5 agen asuransi, 5 nasabah baru, 1 supervisor, dan 1 customer service. Teknik pengumpulan data dilakukan melalui wawancara mendalam, observasi pasif, dan dokumentasi. Analisis data menggunakan model Miles dan Huberman yang meliputi reduksi data, penyajian data, dan penarikan kesimpulan, serta diuji keabsahannya melalui triangulasi sumber. Hasil penelitian menunjukkan bahwa penerapan tujuh tahap personal selling, yaitu Prospecting, Pre-Approach, Approach, Presentation, Handling Objection, Closing, dan Follow-up, telah dilaksanakan dengan pendekatan yang jujur, empatik, dan transparan sehingga mampu membangun kepercayaan nasabah baru. Penelitian ini juga menemukan tiga temuan utama, yaitu pendekatan sharing (bukan sekadar menjual) yang mampu mengurangi resistensi calon nasabah, faktor lack of familiarity sebagai penghambat terbentuknya kepercayaan awal, serta efektivitas story telling mengenai pengalaman klaim nasabah dalam mengatasi keberatan calon nasabah. Meskipun demikian, masih ditemukan kelemahan pada tahap Pre-Approach yang belum terstandarisasi serta masih terdapat agen baru yang belum sepenuhnya transparan dalam menjelaskan risiko dan pengecualian polis. Temuan penelitian menunjukkan bahwa strategi personal selling yang diterapkan secara konsisten berperan penting dalam membangun kepercayaan nasabah baru dan mendukung pertumbuhan bisnis, yang ditunjukkan dengan kenaikan pendapatan premi perusahaan sebesar 33,4% pada tahun 2026.

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This study aims to analyze the implementation of personal selling strategies by agents of the PT FWD Insurance Surabaya Branch to build new customers’ trust in health insurance. This research uses a descriptive qualitative method with a case study Approach. The research was conducted at the PT FWD Insurance Surabaya Branch, with 12 informants: 5 insurance agents, 5 new customers, 1 supervisor, and 1 customer service representative. Data collection techniques included in-depth interviews, passive observation, and documentation. Data analysis used the Miles and Huberman model, which includes data reduction, data Presentation, and conclusion drawing, and its validity was tested through source triangulation. The research results show that the implementation of the seven stages of personal selling, namely Prospecting, Pre-Approach, Approach, Presentation, Handling Objections, Closing, and Follow-up, has been carried out with an honest, empathetic, and transparent Approach, thereby able to build trust with new customers. This study also identified three main findings: the sharing Approach (not just selling) can reduce potential customers’ resistance; the lack of familiarity as an obstacle to building initial trust; and the effectiveness of storytelling about customer claims experiences in overcoming potential customers’ objections. However, weaknesses persisted in the Pre-Approach stage, which has not yet been standardized, and new agents remain opaque in explaining policy risks and exclusions. Research findings indicate that consistently applied personal selling strategies play a crucial role in building trust with new customers and supporting business growth, as evidenced by a 33.4% increase in the company's premium income in 2026.