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Case Studies
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%
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