Challenges include resistance to change, the need for new skills and tools, and the necessity of a deep understanding of customer businesses. Overcoming these requires commitment, training, and a shift in sales culture. Resistance to change can be mitigated by clearly communicating the benefits of a proactive approach and providing success stories. Training should be comprehensive, not just in product knowledge but also in skills like analytical thinking and relationship building. Finally, fostering a culture that values deep customer knowledge and anticipatory action over reactive selling can encourage a more proactive approach across the organization. Regular feedback sessions and incentive programs can help reinforce this shift.