The Second Most Powerful Set of Words Your Company Can Create

There are, in the world of sales and sales systems, certain practices that have such an enormous impact on the company and the market that they are in a special class of activities that call for executive involvement at the highest levels.

One of that handful of activities is the creation of a value-added position (VAP).  Next to the company's vision, mission and values statements, a VAP contains the most important words an organization can create.  It often forms the first impression the market forms of your company, and frequently bounces around in their head like a tune from their teenage years.