Now if they set up a system of rewarding those who do the sales, and not rewarding those who do not, this would still put pressure on those not into the sales culture, but would be of a less pervasive nature and could be more useful in getting these individual's into a selling mode and therefore would be more approachable to change.
I think it all comes down to the people at the top wanting to force change through and drag the workforce kicking and screaming behind them (after all they know best don't they), rather than informing and bringing in the changes with the agreement of the unions and workforce as a whole.
As Howard Schultz said
Our mission statement about treating people with respect and dignity is not just words but a creed we live by every day. You can't expect your employees to exceed the expectations of your customers if you don't exceed the employees' expectations of management.