A recent article at inc.com says that the best way to boost sales force morale is to make “tough strategic choices” -not through benevolence. The article gives the example of IVO Appliance, a $12 million company that sells computer server systems that let employees access corporate software via the Web. One of the company’s executives saw that the salespeople were “spinning their wheels” when sales fell in previous downturns. He tells the magazine: “You can completely demoralize a salesperson if they’re selling in a segment that’s doing poorly, no matter what you do. It’s harder to get prospects and it’s a longer sales cycle.” Eventually, reps make fewer phone calls when they should be …