LFG reorganizes its company in order to enhance customer intimacy. However, to execute the technique, they need to achieve product substantial modifications in the abilities of their salesmen. This case series straddles human resource management, business method, and sales management by checking out the link between a shift in the firm's overall method (consumer intimacy), the structural execution of this strategy through the production of a brand-new distribution company and, finally, the improvement of the selling technique through skills evaluation and advancement. The (A) case explains the company's tactical position as the "maker" of 3 main product lines - annuities, insurance coverage, and shared funds - which they offer to banks, broker/dealers, and independent planners. Most of their clients have just among these items 'on the rack.' In 2000, they developed Lincoln Financial Distributors (LFD) which will be answerable for the business of all of these commodities. The case tail end by asking the students to (a) respond to this idea and (b) develop a plan for its execution.
Just taking salesmen far from their product group and housing them side-by-side with other salespeople selling other items is not likely to produce true client intimacy. Wes Thompson, LFD's President and Kim Miner, the Human Resources VP, undertake a sweeping effort where they produce a "proficiency design," denoting precisely exactly what they want their salesmen to be proficient at, evaluating the sales force on these measurements, and after that employing or training in order to get where they wish to be. The (B) case offers rich information of the model, the evaluation approach and the results of the assessments. As the (C) case lays out, the results are stunning in terms of their relationships along with from a financial point of view. The (C) then conclusion by offering a approach for "Act II” appreciably broadening the variety of salesmen at LFD.
PUBLICATION DATE: February 15, 2008 PRODUCT #: 513S25-HCB-SPA
This is just an excerpt. This case is about SALES & MARKETING
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