In previous years, insurance sale became a subject that has gained increasing attention on insurance market and in our country. Insurance sale means all procedures used for maintenance, i.e. expansion of insurance products of an insurance company. Its objective, in addition to increase of premium income, is greater satisfaction of insurance services’ buyers and their tighter bond with an insurer whose field teams, including insurance agents and intermediaries, usually present the main sale channel of this particular service. A specific sale channel, whose significance is growing in contemporary conditions, is a direct sale by public communications and public media, which usually excludes insurer’s field teams. Stimulation for sale of policies is founded particularly on achievements of insurance marketing, first, on prompt and professional claim processing and fair resolution of insureds’ complaints.

UDK: 655.55:658.846:368:368.021.26:623.643:364.122.4:339.15 Žаrkоvić, prоf. dr Nеbојšа INSURANCE SALE (VERSICHERUNGSVERTRIEB) Page: 105-107