Reps anticipate needs and make things as easy as possible for clients to work with them. Reps treat clients as individuals. Reps really listen to clients. God gave people two ears and one mouth. Reps do creative things with their clients.
Reps make presentations creative, clear and fun.
You get the idea. Everyone writes how they think they are positioned in their clients' minds. You can make up your own names. Have each person keep these ideas, behaviors and tips posted on their desks as quick reminders for future use. Voice your opinion.