Helping the team learn from each other is a very effective way to improve rep messaging.
It needs to be done with some groundwork though – if you leave it to chance you can be assured that reps will pick up inaccurate information. To avoid that, have strong onboarding and training so your core messaging isn’t diluted.
Simple things like starting a demo incorrectly, not being clear about corporate positioning, not articulating pricing properly (by that we mean not having a good handle on discounting or not discounting) are a few of the many ways for reps to misinterpret things, for that to become shared as the truth, and you’re left having to untangle a mess.
So your job as a manager is to facilitate and actively encourage communication and sharing. To be sure that your reps know you’re ok with it, and to be mindful of the messaging that is on the floor. Then in individual rep 1:1’s and/or pipeline reviews, you can course correct if needed.
Getting practical about it, simple ways you can get people to learn is to have reps listen to your high performers on the sales floor when they are doing sales calls. Have reps shadow others doing demos, have a team lead or a rep work with the product marketing team to better understand how new feature x works and then present their findings and messaging in a quick session with the rest of the team..
Another really quick way to have people learn from each other is to have your high performers create their “script” and then deliver it to the team. The idea is not to follow the script exactly, but for each rep to take it and understand the core messaging and modify it to suit their delivery style.
Ultimately peer-to-peer learning is very valuable, you just need to steer it and provide some oversight.