John Hancock Financial Network is offering its agencies a new marketing plan it says will make their businesses more profitable.

JHFN, part of John Hancock Life Insurance Company, Boston, launched what it calls a client-centered marketing firm business model to help its agencies evolve from traditional sales organizations to ones focused more keenly on client needs.

The CCMF approach teaches producers advanced marketing methods that can help them identify their most profitable clients and expand sales to those clients, according to JHFN.

The goal is to help producers develop deeper relationships with prime clients, says Kathy Klingler, senior vice president for business development and marketing at JHFN.

The model includes a turnkey needs-based training program and leadership training for field managers. It also calls on each agency to appoint a full-time marketing director charged with implementing the client-centered approach, says Klingler.

JHFN says it has 10 agencies that use the client-centered marketing model and expects to bring more on board in 2006. Its long- term strategy is to bring all 100 of its network offices to the model, the company says.

JHFN is a career agency distribution unit of Manulife Financial Corp., Toronto.