Behavioral change is difficult – it starts with building new habits.
Start spending a day a month with the sales team and ask them how you can help them succeed (habits).
In the beginning it will be difficult, but over time you will do it without thinking about it (behaviors).
Likely you will receive positive feedback, which will change how you perceive your role (mindset).
As more and more people think like this, you slowly build a common way of working in your company (culture).