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

Professional services or technology firms
$1-5 million in revenue range
Founder still trapped in the sales motion
Highly relational, consultative sales needed
Can sell remotely without boots-on-the-ground

[00:13:00] Three Service Models

Do It Yourself: Client has sales infrastructure, just needs the right salesperson
Done With You: Some documentation exists, needs tweaking and 90-day support
Done For You: Everything lives in founder's head, must extract, document, and build systems

[00:14:40] Beyond the Numbers

Stories of 40% sales increases and doubled revenue matter
But the real win: founders getting home for dinner more often
Client's wife thanked their salesperson: "My husband is home for dinner way more"
Freedom founders dreamed of when starting their business

[00:17:40] Four Pivotal People

[00:18:40] 1. His Dad: The Passion

Banking and finance background
Ton of passion, drive, fire, and energy
Steve internalized that drive but knew banking wasn't his path
Couldn't envision putting on a suit and tie every day

[00:19:23] 2. David: The Relational Sales Master

Left high-paying pharmaceutical job to start real estate company
Invited Steve to get real estate license and sell with him
10 years older, taught Steve everything about relationship-driven sales
How to build rapport, ask open-ended questions, and shut up and listen
Made way more money in real estate than he would have in banking

[00:22:11] 3. Doug Sherman: The Process Guru

Held record for highest math score on Air Force Academy entrance exam
Sales consultant for companies like Boeing
Helped Boeing overcome getting "their butt kicked by Airbus"
Game changer: Taught Steve about sales PROCESS for the first time

[00:25:24] 4. Jerry Melek: The Significance Prophet

Grandfather of kid on Steve's son's football team
Career counselor and recruiter with strong faith
Steve at crossroads: high-paying jobs vs. low-paying significant opportunity
Jerry's challenge: "You told me you wanted significance. This is black and white. Which job is about significance? If you care about significance and not money, this is a no-brainer."
Hit Steve right between the eyes, he was too fearful to do what he felt led to do

[00:29:00] 5. Don Martin: The Business Leadership Mentor

Former Century 21 executive team member
Gave Steve the tools to actually LEAD a company and be a business owner
Helped Steve see he wasn't launching Altezza because of fear
"God created you for this moment: see it, own it, have faith, take the step"

Breaking Free from the Sales Trap with Steve Caton