Better salespeople earn more for themselves and the company.
I learned very early on that “nothing happens until the sale is made.” Everything about business starts with the sale. I also recognized very early on that most companies do a pretty good job teaching product knowledge (and this is very important), but few companies spend any time, effort or money on teaching selling skills. Why would that be? If the whole survival of a business depends on sales, shouldn't you do everything you possibly can to help your salespeople be the very best they can be?