How good is your sell force?

Today I came back home from a business meeting. I didn´t know that the way of thinking between the sell force and the management could be so different. I think the problem is that the management wants always more and more. I think the most important part of a company is the sell force. You could produce as much as you want but if you don´t sell it, it´s just a big waste of time and money.
So if you running a company don´t forget to deal nice with your sell force.