【文章內(nèi)容簡介】 d proposed requirement of a title insurance policy in real estate transactions in Sierra Leone and a national health insurance or workers pensation insurance policy are all examples of such a legal mandatory requirement. To a large extent these have and continue to be the principles and services absent in the marketing mix of insurance products in Sierra Leone, thus resulting in recent spectacular failures in the introduction of new products and or failures in the market peration of various new diverse policies into the insurance marketplace. As an example, the failure of various insurance panies including the spectacular failure of the country39。s largest insurance pany, the National Insurance Company (NIC) to effectively introduce and market a national health insurance policy (NICARE) since 2021 is a case study of a monumental marketing failure requiring analysis in a future article. THE SALES FUNCTION: To be successful however an insurance producer/agent must develop other skills in addition to the sales skills to include: 1) Technical expertise in insurance principles and coverages as customers usually depend on their agents for guidance in selecting the proper bination of insurance products and identification of gaps in coverages. 2) Skills in the analysis of consumer needs through risk management identification techniques and the tailoring of insurance programs are a prerequisite. The first step in managing a consumer39。s risk needs is through the identification and analysis of the loss exposures to which a customer is exposed or subjected to through an insurance survey. The agent must educate and be able to impact sufficient knowledge of the client39。s loss exposures and available coverages and other noninsurance transfer mechanisms to the customer. SALES MANAGEMENT: Generally, the concept of sales management in insurance involves the active participation and direction accorded the sales force by management in ensuring the nature and amount of business desired by the insurance carrier. This entails the determination by management of: 1) The segments of the available market that can be reached most effectively by the pany39。s agents. 2) The nature of the product/policy that will be most appealing to the selected market segments and most profitable to the insurer. 3) How best to select, train and motivate producers/agents to sell to the selected market segments. The selection of geographic, demographic and or industrial segments of the market to target in the marketing of insurance products ensures effective market segmentation and effective use of resources. The demographic groupings may be further delineated by such characteristics as age, ine, occupation and sex. With the utilization of such a technique for example, diverse insurance policy coverages covering health, medical, accident, disability and workers pensation to name but a few, could be tailored and offered to such segments as civil servants, parliamentarians, teachers, college lecturers, healthcare providers, Okada riders and farmers throughout the country. The same could apply to the security segment including policies specifically designed to meet the needs of the military and police forces. Moreover, through utilization of pro