I recently read the book, Start with Why by Simon SinekWhat is your sales team's why?.  It was written for business owners, and it carries a great message about being able to articulate not only what you do and how you do it, but why you do it.  I went through the exercise for Braveheart Sales Performance and it helped me describe more precisely what we are really all about.  Our “why” has never been about generating income, but is about much more.  Revenue is merely a by-product.

Then I thought about the “why” concept as it pertains to salespeople and sales organizations as a sub-segment of the larger organization.  I realized that everyone, not just business owners, should really go through this process.  It would make a great group workshop for a sales department to articulate the “why” behind the “what” and the “how.”  This exercise is a great starting point for creating a positioning statement, which is an easy and essential way to get your sales team on the same page.  Try it.