Understanding your customer and training your sales team is fundamental to the success of your sales and marketing efforts. In an increasing competitive market, a well branded line of products or services is essential. However, your sales personnel, dealers and distributors need to be engaged and informed about your product line and services as well. It is important to do more than develop strong product and service lines. It is vital to invest in developing your sales team into specialists of your products or services. A well educated customer base and demonstrated expertise amongst your sales team will lead to increased sales and exceptional service after the sale. Establishing your sales network as industry experts will provide your customers with the confidence and peace of mind that not only is your product or service the best choice for their needs but that they have access to an expert to provide consulting along the way. After all, Sales and Marketing is all about a trusted relationship.