You make an interesting observation in regards to products shifting from custom to commodity. As many organisations have their competitive advantage shift as some products become price focussed and others remain differentiated, it is vital that sales people understand for the two different approaches to selling. It is quite easy for them to become used to selling on price and destroying some value that the differentiated products or services have. This issue goes up the firm ladder also as managers who do not understand that two different strategies are needed use outdated measurements for salesman’s performance. It therefore becomes vital that firms look at how they set targets and KPI’s in different business units.