TODAY A SALES TEAM must not only be able to sell a competitive advantage; they must be a competitive advantage. In most companies it is increasingly difficult to sustain a competitive advantage by traditional means. Traditional factors such as: superior products, scale, and innovative manufacturing technology may provide short term advantages but unfortunately they can be replicated in relatively short order by an increasing number of agile and aggressive domestic and global competitors.
Although a great sales team is difficult to create, it has the potential to provide a significant competitive advantage and, perhaps more importantly, one that is difficult for the competition to copy quickly. So optimizing sales performance matters more today than it did yesterday and it will matter more tomorrow than it does today.