So who’s the most creative person in your company? Maybe it’s someone you don’t expect. Maybe, it’s one of your salespeople!

Your salespeople should be among your most creative. After all, it takes fresh thinking, insight and imagination to stand out in a crowded marketplace.

The most successful salespeople have learned how to be creative — a byproduct of the discipline they follow during their normal progression. They incorporate everything they have learned and heard into a cohesive, yet creative, problem-solving strategy.

Can that type of creativity really be learned? Yes! And it starts with reinforcement.

Organizations that consistently outshine rivals make it a habit to reward and recognize representatives who follow the types of behaviors that support a creative response. They teach them to become better listeners, better advocates and better solution sellers.

I can hear the naysayers now. “Sales is a numbers game. It’s not about the best idea. It’s only about results.” To that I say, “of course,” but remember, your clients want a partner who can help them solve issues and contribute real-value to their thought processes. Helping salespeople engage potential buyers on that level should be the main focus of your organization.

Reinforcing all of the activities that fuel creative thinking — the type that win deals — will give your business a distinct edge.

Sounds like a pretty creative idea to me.