There are people who chose their jobs because it meant “they wouldn’t have to sell.” That’s an illusion.
Everybody sells, and everybody has customers. Inside the company, a customer is the next person in the process… the person who needs and expects you to provide them with your best “product.”
Building a sales and marketing culture in he company can be a great way to re-energize people. Inside selling is “SAFE” selling, because you can get it wrong a few times, and still not lose revenue.
It’s a compliment to tell somebody that he is working with customers. It brings inside people out of isolation, and gives them a bigger stake in the success of the company. And when your own people “buy in,” you’ve already started your external sales effort with a head start.