Why do some companies and their sales teams continue to experience success despite the downturn in the economy these past few years? Think:  Southwest Airlines, Target, and Apple. These companies have exemplary product and service offerings and continue to successfully beat their competitors in the market.

From my perspective, they have built their brands to embrace the overall customer experience and cater to the ultimate satisfaction of their clientele. These companies also have sales approaches and strategies, from top to bottom, that are equally aligned to their markets, making it easy for customers to buy what they offer. There are other wonderful companies out there, yet the bottom line is this: A strategy—regardless of how brilliant it may be—won't work if the entire sales team doesn't understand it or execute against it.