Playbook Consulting


		Working with the executives of Playbook Consulting has resulted in $1.5M in additional sales revenue. But aside from the revenue itself, AirClic gained intelligence from the experience of the Playbook sales executive in the field, helping to improve the company's focus on the market, positioning of its solution and ultimately in the product itself and the partners who help to bring it to market.

		The sales team for the magazine division was experiencing classic signs of a very competitive market: price was dominating their conversations, when they could get the prospects to see them. They needed to better leverage their advanced technology as a way to engage potential customers and transcend price as the only form of differentiation. Sheridan Magazines contacted Playbook Consulting, along with several other sales training companies. Although skeptical of Playbook's approach to customized training versus the 'off-the-shelf' process and materials of other sales consulting companies, the proof was quickly revealed. Playbook performed a Sales Audit of the customer engagement and selling process, and worked closely with the management and sales teams to determine critical skills for reinforcement. Training modules were developed to improve skills specific to the printing industry, and for a low-cost the entire sales team worked together through custom exercises that uniquely equipped them to succeed in a highly competitive market.

		Playbook worked with executive management and a third-party marketing consultant on validation of the company's existing business plan and strategy. The team examined the company's challenges with market segmenation, competition, value propositions and product positioning, the selling process and overall sales execution. As a result of the team's work, additional funding was secured by the company's executive management team in an effort to execute on the revised business strategy.

		Playbook's management team has identified and qualified sales opportunities for the TractPro product, and through those opportunities helped refine the sales process, selling partnerships and product offering. The relationship resulted in nine additional clients and expanded the company's client base into new vertical markets.

		Playbook Consulting has developed the agenda and content for an upcoming management retreat. The content promises to improve business performance and achieve patient satisfaction that the practice has come to expect. Playbook has defined a program to teach value-based selling to the employees at each of the clinics, and for the staff in the optical shops as well. If the business can realize greater financial performance as a result of highlighting the value of the services they provide to patients, then everyone wins.

		When the California State University - Fullerton received a $30 million gift from Steven Mihaylo to enhance the School of Business, they also began looking for ways to differentiate their educational offerings from other state universities and leverage their reputation as a marketing-degree powerhouse. Their vision was to become known as one of just a dozen universities offering a degree in Professional Selling. The start of the journey was to develop a program that offered students and community members an opportunity to earn a Certificate of Sales. Playbook Consulting worked in cooperation with the CSUF faculty and staff to develop the five-module curriculum and deliver it on-campus during the university's intercession.

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