Need some expert advice on "corporate self-esteem"

I represent a manufacturing client that evidences what could be described as "low self-esteem."

They are a relative newcomer in an established industry. Their product line is on par with industry standards and sales to end-users are better than average. The company is doing well.

Dilemma: Their sales team seems to feel a need to over-incentivize retail merchandisers to gain acceptance. They tell me they believe in their product, but their behavior reveals what could be a "fear" that lowering their coop allowance or reducing promotional dollars would change the gatekeeper's opinion of the product and cause them to lose ground.

It's a classic case of "putting out" so the boys will "like you."

Any ideas for me?

• Books?
• Articles?
• Exercises I can run with them?