1. Leaders who lead by example – In most agencies, the leaders still have sales responsibilities. If the leaders aren't doing the right things, nobody else will either.

Related: Why prospecting fails and what to do about it

2. Accountability – Every other position in the agency is held accountable for driving their respective results. Because everything is driven off of revenue, producers should be held more accountable than anyone.

3. Have everyone in the right role – I don't care how hard you (or they) try, some people just aren't producers.

4. Properly define success and celebrate the progress – Success in each step of your sales system should be defined as getting the prospect to the next step. Celebrate each of these victories, not just the final sale.

5. Producer confidence – Selling is a transfer of confidence; confidence that you are offering a better solution. But you can't give away what you don't have. Producer confidence is a combination of:

• Being able to take a prospect through a value-driven sales process • A full pipeline of prospects • Knowing that you have the team and solutions to make a difference for the future client

6. Proactive versus reactive – We have to do a better job of planning what we will do to drive results, rather than focusing on what has already taken place.

7. Understanding the “why” – Until a producer truly understands his/her motivation, it will be difficult, at best, to keep the proper focus and determination. (Hint: The motivation is never money. It may be what money can allow you to do, but it isn't the money.)

Until the appropriate cultural foundation is laid down, no amount of tactical or process-driven solutions will ever make a sustainable difference.

Which of the cultural issues I've mentioned gives you a sick feeling in your stomach? I'd love to know which one and what your first step will be to address that issue. Just by addressing and answering that question here, you are much more likely to make it happen there.

Game on!