How do you create a powerful sales team -- one that is disciplined, focused and interested in advancing the company in addition to their own commissions? \u00a0 This 3-minute video addresses the kind of sales culture your company needs to create through hiring, training, values, goals and attitudes -- in short, an emotionally intelligent sales culture. Colleen Stanley, the President of Sales Leadership, and author of "Emotional Intelligence for Sales Success," explains in the video in her own words: Every year companies spend millions of dollars investing in cutting edge technology, research and development, innovation \u2013 all very good practices for growing revenues. Today, I\u2019d like to suggest another one. Take the time to build an emotionally intelligent sales culture. Webster defines culture as a \u201cshared set of values, goals and attitudes.\u201d Culture will determine who you hire, the customers you serve, and how you serve them. We\u2019ve noted 3 attributes in emotionally intelligent cultures: 1. They are lifelong learners --\u00a0These are sales people and sales teams that are on a constant journey of professionalism and professional improvement. This is a sales person who reads books, listens to audio tapes, subscribes to trade publications \u2013 and a result, when they show up to a prospect meeting, they show up as a thought leader and one that possesses business acumen. They are not just a typical sales- technique salesperson. The reason this is important is that we live in the information age. Think about it. Has your business changed from two years ago? Now ask yourself this question: have you changed from two years ago? Are you smarter than you were six months ago. Self-actualized organizations are always on that journey of improvement to provide more value to their customers. 2.) They value collaboration and teamwork -- Emotionally intelligent cultures realize \u201cit takes a sales village to win and retain business.\u201d Sure, the sales person is the one who brings home the deal. But there\u2019s a good chance that another department goes out and installs the product and the accounting department needs to bill it accurately. \u00a0Then your customer service department delivers service after the sale \u2013 the wow factor. Emotionally intelligent sales cultures appreciate every member of the team. They know it \u201ctakes a village\u201d to win and retain business in today\u2019s very competitive business environment. 3.) They are generous -- \u00a0In the emotional intelligence world we call this social responsibility. They are willing to contribute to groups and in their communities. One common theme in all organizations that get chosen as \u201cbest places to work\u201d is that they practice the mantra: \u201cto whom much is given, much is expected.\u201d These organizations give back not only of their time, but their money, to those who are less fortunate. People enjoy working there because not only are they being fulfilled by their work, they know they are contributing to a higher purpose. If you want to grow revenues, sure, continue investing in technology and innovation. Just make sure you are also investing in building an emotionally intelligent sales culture. This video was produced by the Applegate Network, a content partner of Small Business Trends.