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.