Lincoln Financial Group Case

Name- Vibas Kohli

Roll Number- 160101165
Section- B
 LFD Concept

The primary advantage of switching to LFD is that the cost of selling would reduce
MGAs have a problem with the compensation plan as well as the fact that there is no
coordination between the people coordinating with them
On the Shelf concept wouldnt be required
The previous channels were working in silos
LFD can use the micromarket concept and make opportunity maps for acquisition
The time spent on promoting all services will be reduced
More time can be spent on acquisition
There will be a shift in relationship strategy towards providing a collaborative relationship
LFD and Customer Intimacy

Through LFD a collaborative relationship will be established which will have better intimacy
The services that LFG offers would be better presented to a MGA under one umbrella
rather than through different channels
Focus shifts to creating value and products can be more customized as per the customer
needs
Customer intimacy in B2B markets will be enhanced as personal selling approach will be
followed
Customer retention through more touchpoints can be better achieved in the LFD setup
Serving Customers better

Firstly through the umbrella approach more personalized methodology can be used to
serve the customer
Currently potential accounts are lost if the rep does not cater to the product that might
be required by the customer at that time, but under LFD the sales rep would have all the 5
products of a category and can cater to the customer as and when required
Streamlined approach to cater to all financial needs of the customer
The wirehouses couldnt handle all the products on the shelf and a separate distribution
would be able to handle better
A customers choice need will be satisfied through the LFD approach
LFD implementation

Through micromarket approach the data which will flow through field to product
development will be robust for analysis
Thomson needs to convince his Business Heads how this approach would serve the
customer better and how better insights can be gathered into the market
Incentives should be aligned to with respect to the growth potential of the micromarket
Creation of new roles, organizational objectives, training and sales strategy
LFD shouldnt operate in silos and should be in regular touch with the business head of LFG
to implement sales and information flow from field to the offices