situation:	A division of a multi-national manufacturer of industrial chemicals was often competing for the sales time and attention of the company’s corporate sales force. The sales force was comfortable selling certain of the division’s products into specific applications, but had little interest in cross-selling other of the division’s products, or pursuing new applications with their usual products.
response:	Organized around the sales force’s product comfort zone, a series of handbooks was created to identify other markets and cross-reference other applications for the full line of the division’s products. A kit was built, based on the handbooks, to support the sales force with tools to further inform and educate targets, and position the products relative to the newly identified markets and applications.
results:	The handbooks and sales resource kit materials provided a functional and financial advantage for the division’s product line to the corporate sales force. The sales force’s apathy and knowledge gap was quickly reduced by the recognition of considerable, easily accessible, add-on sales. By year-end, the division had booked double-digit sales growth over the previous year.