Sales professionals should think beyond individual relationships and intentionally cultivate a collective culture among their customers. This involves creating shared experiences and fostering connections between clients, turning a portfolio of disparate accounts into a unified community.
The way customers communicate with you—whether collaboratively or demandingly—is a direct reflection of the cultural norms you have established in the relationship. If clients are constantly badgering you for discounts or deliverables, it indicates you've set up a culture that permits it.
Even if you cannot change the broader company culture, you can define and control your own personal culture. This includes your work ethic, your mission, and the colleagues you collaborate with, allowing you to thrive professionally despite a negative environment.
Many companies focus only on growing revenue, which is an output. A high-performance culture focuses on the inputs: the personal and professional growth of its people. Investing in employees' skills, confidence, and well-being is what ultimately drives sustainable financial success, not the other way around.
A company's culture is an intangible "vibe" that can't be judged by surface-level cues. A messy office may belong to a high-performing team, while an office decorated with charity photos could mask a toxic environment. What you see is often not what you get.