So why, based on all the alternatives available to me, do I want to buy from you and your team? Ask different members of your sales team how they are answering this question…and I bet you get just as many different answers. Branding is founded on predictability. The stronger your predictability – the stronger your brand will be perceived and respected in the market. So how consistent and predictable is your team’s “Why buy?” message? What can you do, as the leader of your sales team, to help them develop a stronger message of value and uniqueness and then insure (through your ongoing coaching) that your entire sales team keep reminding and delivering your message?