Focus: Sales diagnostics; redesign of selling process; segmentation of  major account opportunities; sales compensation changes.

Diagnostics: Performance Readiness Audit (PRA)

Interactive Personalities, Inc., Minneapolis, Minnesota

IPI is emerging as an industry leader in the development and customization of technology-based interactive presentations for use at corporate events, trade shows, and meetings. 1998 revenues exceeded $2mm. IPI services national and international clients with a traditional client base of Fortune 1000 companies.

Situational Overview

Interactive Personalities, Inc. (IPI) had determined that their sales growth was below expectations. As “hi-technologists” in the event-messaging / presentation design field, they needed to accelerate their sales growth to meet investor expectations. They determined that they did not possess the internal expertise to improve sales and began researching outside help resources through Internet directories and personal networking. Through the Dunn & Bradstreet Expert Marketplace, IPI selected The Chapman Group as the company best equipped to accomplish their goals.

Efforts:

We conducted a diagnostic audit which led to a redesign of selling process, segmentation of major account opportunities, sales compensation changes, and placement of a new sales coaching (management) team member. Efforts included:

·     PRA: Sales & Marketing Performance Readiness Audit

·     Conducted strategic planning and business design exercises

·     Revised sales and sales management compensation plans

·     Facilitated development of 1999 sales and marketing plan

·     Provided strategic account management training

·     Re-designed account focus and territorial assignments

The Chapman group also completed a market assessment project relative to:

·     Market Size

·     Market Dynamics

·     Opportunity Identification

·     Targeted Client Profiling & Identification

·     Probable Market Revenues

·     Perceived Value

·     Development of Selling Process

Results:

·     1998 revenues improved 20%

·      Improved average sales revenue by 25%

·      Increased sales opportunities by 30%