You sell coffee and if your salesperson is drinking Tea, that too from other vendor, you need to speak to your hiring folks, Now.
You sell chocolates and if your salesgirl --on being asked which choc is best--says, “you can take anyone, they are all chocolates after all” then you are not going too far.
Your salespeople are your face to the customer. They are the real brand and create far more impact than your brand marketing gimmicks. Customers perceive you as they perceive your salespeople and subtle signals (watch salesperson not wearing watch) are not so subtle as they create long term impressions.
Find people who love what they do and give them reason to join you and be your advocate. Don’t just recruit based on economical bargain.
Advocates create Advocates.