The client is exploring avenues for generating increased sales revenue. They have identified the social democratic country culture as an inhibitor to sales both internally and externally. Internally, employees are not motivated to produce sales because they generally lack the confidence to leave their comfort zones, model those who are successful, and seek constant and never-ending improvement. Austrians try to fulfill goals to the best of their ability but never try to exceed them. Externally, employees are not proactive in building business relationships; the Austrian business culture is transactional. It is customarily to simply react to current need; indeed, professionals identify themselves as technicians instead of salespeople.