Journal of Urban Economics and Management

vvThe aim of this research is to design a life insurance sales development model focusing on Khorasan Razavi Province. In this regard, using a qualitative approach and using the Brown and Clark systematic content analysis method, semi-structured interviews were conducted with insurance industry experts, sales managers, marketing experts, and active representatives in the field of life insurance. Data analysis led to the extraction of final themes in the form of a five-level model, which includes "macro strategies", "operational tactics", "executive actions", "tools and support", and "evaluation and improvement", respectively. At the "macro strategies" level, the need to formulate long-term policies for culture building, trust building, and improving the position of life insurance in society was raised. The "operational tactics" level is dedicated to designing executive programs such as diversifying products, targeted advertising, and creating incentives in the sales network. "Executive actions" focus on implementing sales processes, training and empowering representatives, and effective communication with customers. At the "tools and support" level, the need for technology infrastructure, intelligent customer management systems, specialized training, and organizational support was identified. Finally, the "evaluation and improvement" level includes designing performance indicators, analyzing feedback, and creating learning cycles for continuous process improvement. The research findings indicate that developing life insurance sales requires an integrated and systematic look at different levels of decision-making, implementation, and support. The presented model can be used as a practical guide for insurance companies in Khorasan Razavi Province and other regions of the country to improve life insurance sales performance.