EXPLORING INFLUENCES ON LIFE INSURANCE SALES PERSONNEL PERFORMANCE IN NIGERIA

Abstract

Life insurance serves as both an investment and a risk management instrument for policyholders. This study examines the influence of organizational factors on the performance of life insurance sales personnel in Nigeria, focusing on selection and recruitment, compensation, training, and sales territory. Adopting a descriptive survey research design, the study targeted sales personnel from the top three publicly listed insurance firms headquartered in Lagos State—AIICO, Leadway Assurance, and FBN Life. A total of 250 structured questionnaires were administered to sales managers, unit managers, and sales executives. Findings indicate that all the independent variables significantly influence sales personnel performance, with employee compensation having the strongest impact, followed by sales territory, while selection and recruitment exhibited the least influence. The study concludes that organizational factors positively and significantly shape sales personnel performance. It recommends that insurance firms seeking superior market performance should recruit high-caliber employees, provide thorough training, implement competitive compensation, and equip their sales force with adequate information to excel in their designated territories.