Dynamic Duo Joins Effectivation

Toronto, Canada - September 17, 2001 - Effectivation Inc., a leading provider of consultative selling and client relationship building skills training services, is pleased to announce that Lynne McKay and Fred Stark have joined the company as Instructors and Consultants.

Lynne has a varied business background including consulting and training with organizations worldwide on marketing, sales management and sales. One of her key strengths is keeping a firm focus on the client's bottom line, and the sponsoring executive at Lynne's last engagement said:

"In all my history of dealing with consultants, I have never worked with any who made a greater contribution of value than you."

Lynne has also spent a number of years in sales with a leading Canadian financial services organization where she served personal, business and corporate customers. Lynne consistently exceeded personal sales goals and received many awards culminating with the top national sales award.

Fred has an equally varied business background - conducting consulting and marketing, sales management and sales training assignments with organizations worldwide. An executive at Fred's last engagement commented:

"We are grateful for your professionalism and integrity…you have won our admiration and respect, and we have greatly benefited from your experience, observations and direct feedback…"

Fred's background includes selling roles with a leading Canadian financial services organization where he served personal, business and corporate customers. In addition, Fred managed the training team for business account managers nationally, responsible for developing and sustaining multiple skill sets for over 1200 business bankers.

"I am very pleased that Fred and Lynne have joined the Effectivation team," said Steve White, President of Effectivation Inc. "Lynne's' experience, innovative perspective and professional operating style will benefit Effectivation and more importantly, our clients. Fred's creative approach, direct communication style, and powerful facilitation skills will also benefit Effectivation Inc. and our clients. Together, Lynne and Fred's wealth of experience, quality deliverables and value they bring to their clients, helps to strengthen our expertise and focus in the financial services industry."

Effectivation was established in 1986 to provide consultative selling and service skills training to information and knowledge-based enterprises. Effectivation clients include financial services organisations, consultants, e-business companies, software firms, hardware firms, and internal MIS departments in Canada, the United Stated and the United Kingdom. Effectivation trains people in consultative client relationship behaviours and skills. Our workshops focus on the strategic and tactical skills that can help you and your firm initiate, build and maintain long-term relationships with your clients.