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Foster an intentional sales culture by focusing on four key areas. The Strengthening Your Sales Culture training module outlines four key areas that sales leadership can focus on to define and build a sales culture that improves business results. A sales culture must be intentionally constructed because it answers the question, "how do we sell?" Too often culture is a vague set of norms that emerge from circumstances rather than from an intentional design. This is a problem because culture is enormously important in a selling organization. Culture is the support structure on which the organization sits.