I recently spoke to a few executives of a software company who were wondering how to transform a “farmer” team to a “hunter” team.
Sometimes it seems that this is impossible. But that’s a generalized statement and it’s contextual to the people on the team.
The key is to meet the sales professionals and understand for each person whether they have what it takes (the key characteristics and capabilities) and whether they are interested and desire to make that shift.
Basically – you have to separate the “Can’t Do” from the “Won’t Do” for each individual. If they can make the shift and are willing to do it then that is what it takes. But if they can but won’t – they are not a fit so find them another role (or otherwise, perhaps the company is no longer the right place for them).