It is vital that for the company to take advantage of opportunities that are available in their key markets and thus a significant element of Nichols’ realignment consist of changes in the culture as well as compensation of their sales force while at the same time build sufficient sales capacity. The case focuses on the newly appointed vice-president (VP) of sales, who is made responsible of being the change agent and supervises as well as head the change initiative in the company. Immediate issue include: 1) alignment of the client service representative (CSR) team to the strategy and the new model; 2) infrastructure and the need to make a commitment to invest in bringing this up to a best in class level; and 3) building a critical mass in the CSR group.