3. Superior Communications Skills

In an industry rife with video "meetings" and endless email inboxes, the ability to cut through the noise with simple, clear messages is invaluable—not just for connecting to important customers but for training high-potential sales employees.

At Atrion, for example, every manager has account relationship responsibilities that involve ongoing dialogue about the industry, Atrion's business model, and the client's evolving technology needs. "We believe that contact is very important," Hebert said.

Given the sheer volume of information bombarding people every day, that intrapersonal touch could be the one thing that differentiates one successful solution provider from another in the same coveted account. Plus, it will also make the difference when hiring new team members. "You can't underestimate the ability to articulate where the business is going," Sytsma.