Alan,
With better training tutorials Hypermill might just sell itself in Southern California because the VAR's from other
CAM systems are really hurting or gone all together.
This guy (Kevin Cunningham) produced some of the best training material I've ever seen for Surfcam:
http://www.performancecadcam.com/
You've got one of the leading shops in San Diego to switch from Mastercam to Hypermill because they felt very strongly that Mastercam couldn't do the job for them. You want the rest of the market to fall in line you're going to need much better training material so potential new users can discover the power of Hypermill for themselves. This is just as important or maybe more important than new sales people.