WILLSTONE RISK AND INSURANCE BROKERS LIMITED
Brief Online Sales-Agent Lesson: Selling Motor Insurance in Zambia
1. Training objective
This lesson equips Willstone online sales agents with the basic knowledge and professional sales process required to market motor insurance in Zambia ethically, accurately and efficiently.
The Pensions and Insurance Authority regulates and supervises insurance service providers in Zambia. Agents must therefore follow Willstone’s approved procedures, applicable insurance requirements and the underwriting guidelines of each insurer. ("PIA Zambia" (https://www.pia.org.zm/))
2. Understand the main motor-insurance options
Third-Party Insurance
Provides protection against the insured driver’s legal liability for injury, death or damage caused to another person or their property. Explain that the exact benefits and limits depend on the policy wording.
Third-Party, Fire and Theft
Includes third-party liability and may also protect the insured vehicle against loss or damage caused by fire or theft, subject to policy terms.
Comprehensive Motor Insurance
Provides broader protection and may cover:
- Accidental damage to the insured vehicle
- Theft or attempted theft
- Fire damage
- Third-party liabilities
- Towing or recovery costs
- Windscreen damage
- Other approved benefits
All cover remains subject to the insurer’s policy conditions, exclusions, excesses and underwriting approval.
3. Identify the customer’s needs
Before recommending a policy, ask:
- Is the vehicle for private, commercial, taxi or business use?
- What is its make, model and year of manufacture?
- What is its current market value?
- Who normally drives the vehicle?
- Has the customer previously made any motor claims?
- Does the vehicle have tracking or anti-theft equipment?
- Is it financed by a bank or another institution?
- What level of protection does the customer require?
Never recommend comprehensive cover using an unrealistic vehicle value. The sum insured should reasonably reflect the vehicle’s current market value.
4. Collect the necessary information
Request clear copies of the applicable documents:
- National Registration Card or valid identification
- Vehicle registration certificate or white book
- Driver’s licence
- Customer’s contact and residential details
- Vehicle photographs or inspection report
- Previous insurance or claims information
- Company-registration documents for corporate clients
- Any additional KYC information required by Willstone or the insurer
Customer information must be handled confidentially and submitted only through authorised channels.
5. Explain the premium correctly
Example:
- Vehicle sum insured: K100,000
- Insurance rate: 4%
- Base premium: K4,000
- Insurance levy at 5% of the premium: K200
- Total annual premium: K4,200
This is only an illustration. The final premium may change depending on the insurer’s rating, vehicle use, claims history, excess, inspection and underwriting decision.
6. Use a professional sales approach
Opening
“Good morning. My name is [Agent’s Name], an online motor-insurance sales agent representing Willstone Risk and Insurance Brokers Limited. May I assist you with a motor-insurance quotation?”
Needs assessment
“Is the vehicle used privately or commercially, and would you prefer third-party or comprehensive protection?”
Value explanation
“Comprehensive insurance provides broader protection for your vehicle and third-party liabilities, subject to the insurer’s terms. Third-party cover offers more limited protection and generally does not pay for accidental damage to your own vehicle.”
Closing
“To prepare an accurate quotation, kindly provide the vehicle details, estimated market value and the required supporting documents. Cover will become effective only after the insurer confirms acceptance, receives the required premium and issues valid policy documentation.”
7. Do not sell on price alone
Explain:
- What the policy covers
- Important exclusions
- The policy excess
- Claim-reporting requirements
- Territorial limits
- Approved drivers and vehicle use
- Whether tracking or inspection is required
- Payment terms and policy duration
A professional agent sells protection and service—not merely the cheapest premium.
8. Avoid misrepresentation
An agent must never:
- Promise that every claim will be paid
- Issue unauthorised cover notes or certificates
- Alter insurer quotations
- Collect money through an unapproved account
- Conceal a customer’s claims history
- Misrepresent the vehicle’s use or value
- Pressure customers into buying unsuitable cover
- State that cover is active before official confirmation
Where uncertain, refer the matter to a supervisor or authorised underwriter.
9. Explain the claims procedure
Advise customers to:
1. Prioritise personal safety and seek medical assistance where necessary.
2. Report the accident to the police and obtain the required report.
3. Notify Willstone or the insurer immediately.
4. Avoid admitting liability or negotiating private settlements without guidance.
5. Take photographs and collect relevant third-party details.
6. Submit the claim form and supporting documents promptly.
7. Cooperate with the insurer’s assessor and claims team.
Final claim acceptance is determined by the insurer according to the policy terms and circumstances of the loss.
10. Follow up professionally
After sending a quotation:
- Confirm that the customer received it.
- Explain the cover, excess and exclusions.
- Answer questions accurately.
- Remind the customer before the quotation expires.
- Confirm payment only through approved records.
- Deliver the policy schedule and certificate promptly.
- Record the renewal date and follow up before expiry.
Agent’s golden rule
Know the customer. Understand the vehicle. Recommend suitable protection. Explain the policy honestly. Document every transaction. Never promise what the insurer has not approved.
Training material prepared for Willstone Risk and Insurance Brokers Limited. Product benefits, rates and requirements must always be confirmed against the relevant insurer’s current policy wording and underwriting guidelines.