Below is an example of steps to improve an organization's sales and service culture. 

Organizational Development

• Organize by market segment, not product
• Formalize career advancement through sales
• Build relationship management teams

              - generalists
              - specialists

• Set up dedicated sales personnel for high value customers

Modern Sales Management

• Use relationship profitability to identify key accounts
• Identify target relationships
• Increase available sales time, including team sales meetings
• Give recognition for multiple-product sales and internal referrals

Staffing for Sales

• Assess current top performers, use to adjust job descriptions and employee selection
• Modify selection interviewing to match performance specs
• Build role-playing into recruiting
• Analyze flaws that contribute to nonperformers

Improvements to Sales and Service

• Design discretionary policies for local teams
• Measure quality-of-service levels
• Establish complaint / comment lines
• Promote telephone service centers

Strengthen Training

• Develop comprehensive training curriculum, include other departments / all levels
• Train sales/service managers first
• Plan for career-long learning
• Develop individual training plans
• Set measurable goals for training
• Evaluate training for performance impact
• Train all levels of sales, including those dedicated to specific customer segments
• Monitor use of product knowledge gains

Enhance Sales Aids & Tools

• Improve customer information gathering, and install user-friendly database for relationship management
• Conduct financial planning seminars for prospects & customers
• Set up small business assistance programs
• In a retail environment, improve merchandizing at point of purchase
• Enhance new account and sales tracking tools

Active Feedback

• Give frequent and focused quantitative performance feedback, along with qualitative job counseling assistance
• Systemize information distribution about new products, services, programs, incentives, etc.
• Distribute sales bulletins throughout organization
• Collect and act on customer feedback

Rewards and Recognition

• Send memos recognizing success and explaining how employees achieved it
• Give additional perquisites for sales excellence
• Set up promotions and incentives for referrals
• Provide incentives for referrals by non-sales personnel