Great Products Make Great Salespeople

The effectiveness of a sales force is not an independent variable; it is a direct consequence of the product they are given to sell and the strategy behind it.

• A great product, targeted at the right market segment, makes a sales force great. It gives them a compelling story, a clear value proposition, and a receptive audience. This alignment creates momentum and success.
• A bad product, or a good product aimed at the wrong market, will make even the best sales force fail. It forces them into a position of defending a weak value proposition, leading to frustration, wasted effort, and a loss of morale.

The blame for sales failures often falls on the "incompetence" of the sales force. In reality, the salespeople are often the first to learn that the product or strategy is flawed because they are the ones receiving direct feedback from the customer. Their failure is a symptom of a deeper strategic problem. This is a direct consequence of Giving the Wrong Sales Force the Wrong Direction is a Formula for Disaster.