By definition, a leader is an agent of change. People naturally fear change and react defensively. Both salespeople and marketers must overcome this fear in order to change the orientation of their customers, ultimately in order to provide solutions to them that will change their lives or organizations. Salespeople are leaders as it is their job, day in and day out, to enact such change (more specifically positive change, as sustainable trade only happens through value-creating exchanges). Salespeople thus need the courage, training, management, support, resources, motivation, and marketing that will allow them to lead their customers and prospects most effectively.