I've been concerned about the amount of money being consumed by...

I've been concerned about the amount of money being consumed by the sales team and the seemingly lack of return we've been getting for it. But after reading this Q I'm now looking at it a different way. At this stage of the company's development I see the sales staff as ambassadors for the product as much as they are salesmen. I think they have to 'sell' the product without selling the product. Without doubt we need sales now, but we also need people to sell the benefits of the product and gradually change the way an industry thinks.
It's a fine line we're walking at the moment; too much demand may be just as bad as too little demand. I'd love to see 20 000 to 30 000 gallons sold per week, but if we were at that level I imagine a lot of other customers would come on board and demand would quickly out-strip supply.