Recently, The CATALYST hosted the workshop Accelerate Sales and Drive Growth – A Proven Process, facilitated by Chris Spear, Certified EOS Implementer® with EOS Worldwide. The session provided a structured framework for building sustainable revenue growth and offered an opportunity for participants to analyze their current sales performance through a new, more sophisticated lens.
Building Capacity: Horizontal and Vertical Development
Chris began by distinguishing two essential dimensions of leadership development:
- Horizontal development, which focuses on expanding skills and capabilities.
- Vertical development, which retools your operating system—enabling you to think, decide, and lead in fundamentally more advanced ways.
Participants explored how both dimensions are needed to elevate business performance and how healthy individual and organizational habits contribute directly to sales outcomes.
A powerful theme emerged through the concept of Misogi—undertaking a challenge that stretches you far beyond your perceived limits. Chris highlighted that when leaders push themselves in this way, they create the confidence and resilience necessary to drive stronger growth within their businesses.
Workshop Objectives
The session centered on three strategic objectives:
- Understanding the fundamentals required for systematic revenue growth
- Establishing a clear vision for growth
- Developing a practical, actionable growth plan
Assessing Your Customer Base: A, B, and C Types
Participants spent time evaluating how sales are currently performing in their businesses. Chris introduced a simple yet highly effective model for categorizing customers as A, B, or C:
- A Customers: Ideal clients—profitable, aligned, and enjoyable to serve
- B Customers: Good clients with potential to become A-level
- C Customers: Clients who are potentially misaligned or less engaged
Through discussion and guided exercises, attendees developed strategies for moving B customers toward A status. Understanding where customers fall within these categories empowers businesses to prioritize efforts, refine messaging, and focus on the most impactful sales activities.
Three Simple Truths for Revenue Growth
Chris emphasized three core principles that consistently drive results:
- Phone calls outperform emails.
- Referrals are the strongest pathway to new business.
- You cannot communicate less and sell more.
Participants were encouraged to maximize engagement with their happiest customers—the 80–90 percent who are already aligned and satisfied. By initiating direct outreach, even asking to record conversations, businesses can capture authentic testimonials and language that resonates deeply with prospects. These insights become persuasive tools that strengthen sales conversations and validate value propositions.
Adopting the Revenue Growth Mindset
Sustainable sales growth is not the responsibility of the sales team alone. Chris challenged attendees to view every customer-facing employee as a contributor to revenue—whether they answer phones, package products, or oversee onboarding.
This mindset shifts the focus from solely measuring closed sales to measuring effort: calls made, voicemails left, follow-up texts sent, and touchpoints that demonstrate attentiveness and reliability. Positive energy and consistent engagement compound over time, building trust and accelerating opportunities.
Action Steps Moving Forward
Participants concluded the workshop with clear next steps to implement immediately:
- Categorize their current customers into A, B, and C groups
- Identify strategies for advancing B customers
- Reach out to happy customers for feedback and testimonials
- Use customer-generated language to enhance sales messaging
- Prioritize phone calls and personal communication
- Reinforce a companywide revenue mindset
The session equipped attendees with a proven process to elevate their sales performance and approach growth with clarity, confidence, and intentionality. We look forward to seeing how these leaders apply their insights to drive meaningful and measurable results.
Continue to check the calendar for future opportunities to learn, connect, and strengthen your business through high-impact programming offered by The CATALYST.