Fictional scenario, but play along: Two sales reps. Two different wholesalers. One buyer. Both reps bring in the same wine. Not the same label, but the same juice in the bottle.

What’s going to happen?

The buyer will buy one wine and not the other.

It’s the “why?” of this equation that needs to be examined and planned for. Few sales reps or wholesale managers focus on the why. Only on the what. The what has less and less to do with the why.

It does no good to have great wine if you have the wrong people bringing it out the world. It’s the singer, not the song (as long as the wine is good).