The sales effort of any business is its lifeblood. Whether you accept it or not, sales reps are the eyes, ears, and face of your company. They are the first to know about shifts in the market and changes in the competitive landscape. Most of the best ideas for new products and avenues to expand the business come from the sales force.
When your customers think of your company, they don’t envision your logo or products. Their sales rep is your company in their eyes. What he or she does embodies the image of your business in the minds of your customers. Some may even say that training, developing, coaching, and empowering them to do exactly what the top performers do would be the most logical strategy towards achieving sales excellence.