Quality, integrity and solidification. if you hear it, see it ,smell it, taste it, you start to believe it. It sinks in. then you sell yourself. If the top doesn’t buy in then how can anyone expect the salesforce to buy in. Quality is first that’s why it sells itself. Without quality what’s left? Price and you get what you pay for. If it’s cheaper you can make book it’s cheaper! So if the big guys talk up the quality then the subordinates do as well, all the way down the food chain to the janitor. Who too believes he works for the company (which might be the most expensive one) that has the best quality and people know it.