Breaking Free from the Sales Trap with Steve Caton

What if saying yes to significance over money could unlock a decade of impact and lead you to build the business you were always meant to create?

In this episode, Steve Caton, founder of Altezza Solutions and fractional sales expert, shares his remarkable journey from rejecting his banker father's career path to becoming a champion for trapped founders. Through four pivotal relationships, each arriving at exactly the right moment, Steve learned the art of relational sales, the discipline of the sales process, the courage to choose significance, and the confidence to finally launch his own company. His mission? Freeing brilliant founders from the sales trap so they can lead their vision while spending more time at the dinner table with their families.

Steve reflects on how the right mentors at the right time shaped his career and why he believes the fractional sales model is a game-changer for emerging growth companies stuck between $1-5 million in revenue.

 

[00:06:00] What Altezza Does

• Altezza = Italian word for "altitude" (inspired by Colorado living)

• Provides fractional sales expertise AND execution

• Frees brilliant founders trapped doing sales instead of leading their vision

• Allows business owners to focus on what truly matters: building their extraordinary future

[00:06:40] The Sales Trap is Real

• Emerging growth businesses started by visionary innovators

• Founders know they need to stop selling but don't have the framework

• Can't attract top-tier salespeople without proper sales infrastructure

• Hiring inexperienced or commission-only reps almost always fails

[00:08:20] The Innovator's Journey

• Steve discovered he's wired as an innovator and starter

• Thrives in early-stage growth companies ($1-5M revenue range)

• Gets restless when companies become routine without innovation

• Spent career helping companies bring in their first real salesperson

[00:11:00] The COVID Pivot

• Waited until last son graduated college to start the business

• Launched during COVID pandemic, initially seemed like bad timing

• Actually worked in their favor: remote work became normalized

• Altezza operates 100% remotely, selling remotely

[00:12:00] The Sweet Spot Client

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