Every business has one target audience that is more important than all the customers, prospects, and leads—your employees. This audience has enormous potential to grow and retain customers, yet other than the sales team, it is one of the most overlooked when it comes to understanding your go-to-market strategy and efforts.

No matter their role, your employees can best represent your company when they know your competitive advantages – what makes your business unique and why customers choose your products and services. Don’t assume that employees understand your marketing messages just because they work for the company.

That doesn’t mean you need to train every employee to be a salesperson. There are, however, simple steps you can take to make sure they know what’s happening and can answer questions about your products, services, and areas of expertise. Here are a few tips:

Share customer success stories – Stories about how your company helps meet customer needs or solves problems are easy ways to make your goals relatable. Stories bring your mission and core values to life and provide employees with examples they can share or emulate.

Share newsletters – Make sure your employees get electronic or print versions of the email or print newsletters that go to your customers. If employees don’t have company email accounts, provide print versions and give them time to review the content. Don’t expect (or ask) employees to read your newsletter during their off-hours. Make it part of their paid job responsibilities to stay informed.

Team meetings – Allocate time in each team meeting to review products and services, and what makes your company a great choice to provide those to customers. Reviewing a different product each week for 60 seconds doesn’t take much time, but it does give employees an understanding of how you serve customers.

Provide a pathway – Employees don’t need to be salespeople or experts on every aspect of your products or services, but they do need to be able to connect a customer or prospect with the right person in your organization. Make it easy – give employees a reference card, a link to a web page or other information so they are equipped to say, “I don’t know the answer, but here’s who does.”

These are just a few ideas. Even if none of them are appropriate for your company, the examples will hopefully help you “sell” to your employees. If nothing else, selling to your employees is a great way to get feedback from those who are most familiar with your products and services.