20.500.12556/DKUM-95046 Analiza procesa prodaje prodajalca v organizaciji Zavarovalnica Sava d.d. Analysis of the selling process the seller in the organization of Zavarovalnica Sava d.d. Diplomsko delo obravnava prodajni proces zavarovalnega agenta v Zavarovalnici Sava d. d., pri čemer so analizirani tako teoretične osnove kot tudi praktični vidiki izvedbe. V teoretičnem delu so predstavljeni ključni pojmi prodaje, managementa prodaje in osebne prodaje, ki je zaradi neposrednega stika s stranko ena najpomembnejših oblik tržnega komuniciranja. Poseben poudarek je namenjen fazam prodajnega procesa, od iskanja potencialnih strank, priprave na stik in prve predstavitve do obravnavanja ugovorov, sklenitve pogodbe in ponakupnega spremljanja. Opredeljene so tudi značilnosti uspešnega prodajalca, med katerimi izstopajo strokovnost, komunikacijske veščine, videz in odnos do strank. Empirični del se osredotoča na analizo prodajnega procesa v praksi na primeru Zavarovalnice Sava d. d. Ugotovitve prikazujejo, da sta za stranke ključna dejavnika strokovnost in empatičen pristop agenta ter vzdrževanje stika po sklenitvi pogodbe, ki krepi zaupanje in dolgoročno zvestobo. Nekateri drugi elementi, kot je hitrost predstavitve ponudbe, se izkazujejo kot manj odločilni. Sklepi dela potrjujejo, da uspešnost prodajnega procesa ni odvisna zgolj od same ponudbe storitev, temveč predvsem od osebnih lastnosti in komunikacijskih sposobnosti prodajalcev, kar predstavlja pomembno izhodišče za nadaljnje izboljšave pri razvoju prodajnega osebja in krepitvi konkurenčne prednosti podjetja. The thesis addresses the sales process of insurance agents at Sava Insurance Company d.d., analyzing both theoretical foundations and practical implementation. The theoretical part outlines the essential concepts of sales, sales management, and personal selling, which remains one of the most important forms of marketing communication due to its direct interaction with clients. Special emphasis is placed on the stages of the sales process – from prospecting, preparation, and initial contact, to handling objections, concluding the contract, and post-purchase follow-up. The characteristics of a successful salesperson are also highlighted, including expertise, communication skills, appearance, and customer orientation. The empirical part focuses on the analysis of the sales process in practice, using the case of Sava Insurance Company d.d. The findings show that expertise, an empathetic approach, and maintaining post-purchase contact are crucial factors in building customer trust and long-term loyalty. In contrast, some other aspects, such as the speed of presenting the offer, play a less decisive role. The conclusions confirm that the effectiveness of the sales process depends not only on the quality of the insurance products but also on the personal traits and communication abilities of sales agents. These insights provide a basis for further improvement in the training and development of sales staff, contributing to higher sales performance and stronger competitive advantage. Management prodaje osebna prodaja prodajni proces prodajno osebje odjemalci. Sales Management Personal Sales Sales Process Sales Staff Clients. true true false [A. Vogrin] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2025-09-02 18:55:03 2025-10-30 11:18:28 2025-10-31 03:22:51 0000-00-00 00:00:00 2025 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.8:368 255391747 VS_Vogrin_Samanta_2025.pdf VS_Vogrin_Samanta_2025.pdf 1 97329C1504AC55889A9AEB92954AFFF6 39df48473c488fc2bc95c96e18bb2c3af3bddf528e3d33c5136f2d491f858b78 9e48849e-979c-11f0-88a2-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=198955 Ekonomsko-poslovna fakulteta 0 0 0