Your Whole Sales Force in One Room. Send Them Out Selling More.
Sales teams are the audience Chris Sund most loves to speak to, because he is still one of them. As President and COO of Uniti Med and GQR Healthcare and COO of Nebula, he helped grow Uniti Med 10x in revenue in two years with sales practices that hold up on Monday morning. At your national sales meeting he hands every rep the LOCKS framework: five conditions a buyer has to meet before a deal closes, and a way to spot which one is missing.
A National Sales Meeting Is Not a Kickoff
A sales kickoff opens the year and sets the number. A national sales meeting can land in any month, and it usually has a different job: reset a team halfway through the year, launch something new, or reward the people who carried the plan. Chris builds the session around which of those your meeting is for.
Mid-Year Sales Meetings
Six months in, some reps are ahead and some are already writing off the year. The message is about the second half: what is still winnable and how to go win it.
Incentive & Award Meetings
Sales meetings tied to a trip, a club or an awards night. The top performers are in the room, and the talk should make them better, not just congratulate them. See President’s Club.
Launch & Strategy Meetings
When the whole field comes in for a new product, a new territory map or a new go-to-market plan, and needs a shared way of selling it.
National Sales Conferences
Multi-day company sales conferences with a general session and breakouts. Chris can open the main stage and run a working breakout the same day.
The LOCKS Framework: Why Deals Stall
A deal closes like a combination lock: every tumbler has to turn. Reps usually work hard on the first one and guess at the rest. LOCKS names all five, so when a buyer goes quiet, the rep knows which one to go back to.
Love the Product
The buyer has to want what you sell. Necessary, and the only condition most sales training ever covers.
Own Belief
The buyer has to believe they personally can get the result. Doubt about themselves is not a pricing problem.
Confidence in You
Trust in the rep and the company. Without it, the buyer still buys the category, just from someone else.
Kickoff Plan
A clear picture of what happens the day after yes. Buyers commit to a first month they can see.
Stakes
The real cost of doing nothing. When the buyer says they need to think about it, this is usually the tumbler that has not turned.
For the objection that surfaces when a tumbler sticks, Chris pairs LOCKS with the LAARC method, so reps leave with both the diagnosis and the conversation that follows.
The Brewery Buyer Who Called It Paper Clips
Before healthcare, Chris sold beer for a brewery that was on the shelf at every major store except one: the biggest retailer in the country. Every manager he asked gave him the same answer. One buyer decides. So he called that buyer. Then he called again, and kept calling.
When the buyer finally picked up, he did not soften it: “To me, your product is paper clips.” One more item on a list. Chris did not argue about the beer. He explained that it was a top seller everywhere else, and that its loyal fans were already driving to the competition to buy it. Every week the answer stayed no, those customers were spending their money somewhere else.
The buyer’s reply: “Get me your best sellers, every store, and I want a display.” Persistence got Chris the call. Showing the buyer what no was costing him closed the deal. That is the S in LOCKS, and it is the story sales teams quote back to him afterward.
- Persistence that earns the conversation instead of burning the relationship
- How to make the cost of no visible to a buyer who sees you as a commodity
- Diagnosing a stalled deal by which LOCKS tumbler has not turned
- Handling objections without defaulting to a discount
- The habits behind a team that grew a company 10x in revenue
- One deal each rep commits to reopening the week they get home
Where the Keynote Fits on a Sales Meeting Agenda
Chris shapes the session around the agenda you already have. These placements work well at national sales meetings.
Opening General Session
Right after the sales leader’s state of the business. The keynote turns the plan into a way of selling it, and sets the tone for every breakout that follows.
Keynote Plus Breakout
The main-stage keynote for everyone, then a working breakout where reps bring live, stalled deals and run them through LOCKS.
Awards Dinner
When the meeting ends with recognition or an incentive announcement, a shorter talk sends top performers and the rest of the field home with the same goal.
Proof: Sales Rooms Chris Has Spoken To
Chris delivered You Are Capable of More: Sales at the Definitive Healthcare sales kickoff in Boston to more than 800 sellers and sales leaders. He has also taught objection handling at the emPower Breakfast and to recruiting and business development audiences across the country.
Chris would be an incredible addition to any live audience. I’ve had the privilege of seeing Chris speak a few times now, including at our company’s Sales Kickoff in front of 800+ people — which he crushed. Each time he finds a unique way to connect with his audience on both a personal and professional level, keeping everyone engaged and attentive.
Chris was the consummate professional with an excellent stage presence. Not only did he work with our change in scheduling, topics, and even how many speakers were onstage at the same time — but he did it with grace and tact. Chris resonated with the audience to the point I had many attendees come up to me and ask where we got him. I would recommend Chris for any speaking needs as he’s versatile, flexible, and professional.
Having just started a new role in Business Development, the timing of Chris’s session on Handling Objections was perfect. Chris is a great storyteller — the Lucky Bucket story illustrates how persistence and research can help you win. The focus on “the pause” and how we speak resonated deeply. How you talk matters — and though simple, it’s powerful.
Programs for National Sales Meetings
Every session is customized with your sales leadership around your product, your buyers and where deals are getting stuck.
You Are Capable of More: Sales
The flagship sales keynote, built on LOCKS, with the brewery story and the habits of producers who keep raising their own ceiling.
How to Handle Objections
A focused session on the moment a buyer pushes back, using LAARC to keep the conversation moving.
Sales Training Workshop
A half or full day where reps work their own live deals through LOCKS and practice the conversations.
You Are Capable of More
The signature keynote for an awards night or closing session, when the goal is belief as much as skill.
Who Books This Session
Related pages: Sales Kickoff Keynote Speaker · Sales Keynote Speaker · President’s Club & Sales Awards Speaker · The LOCKS Framework · Sales Leadership Speaker · How to Increase Sales
What Sales Meeting Planners Ask
How is a national sales meeting keynote different from a sales kickoff keynote?
A kickoff opens the year and is built around the new number. A national sales meeting can happen any time, and is often mid-year, tied to a launch, or attached to an incentive. Chris builds the session around that purpose. If your event is the January opener, see the sales kickoff speaker page.
What is the LOCKS framework?
LOCKS is Chris’s sales framework: Love the Product, Own Belief, Confidence in You, Kickoff Plan and Stakes. All five conditions have to be met in the buyer’s mind before a deal closes. Reps use it to diagnose why a deal stalled. The full breakdown is on the LOCKS framework page.
Can the keynote tie into our incentive trip or awards program?
Yes. Many national sales meetings are built around a trip or a President’s Club. Chris can speak to top performers specifically and connect the message to the goal for next year. See President’s Club events.
Can Chris run a breakout after the general session?
Yes. A common format is the main-stage keynote followed by a breakout or half-day workshop where reps bring stalled deals and work them through LOCKS and LAARC. Full-day sales training is also available. All workshops are in person.
Will the content fit our industry and product?
Yes. Chris holds a planning call with your sales leadership to learn your buyers, your sales cycle and where deals get stuck, then builds the stories and examples around that. LOCKS works for any sale where a person has to say yes.
You Are Capable of More
The bestselling book behind the keynote, and the 2026 Paris Book Festival winner in the How-To category. For a sales force, its core idea hits close to home: the gap between this year’s number and what the team could really do is mostly habits and belief.
Sales leaders often send every rep home with a signed copy, so the meeting keeps working on the flight back. Bulk pricing is available.
He Still Carries a Number
Chris is President & COO of Uniti Med and GQR Healthcare and COO of Nebula. He helped grow Uniti Med 10x in revenue in two years, earning #3 on the Inc. Regionals list of the fastest-growing companies in the Midwest, and a Fortune Best Workplaces award. The sales practices he teaches are the ones his own teams run.
He started in sales long before healthcare, as head of sales and marketing for a brewery. Today he writes for Inc. and Forbes, is the bestselling author of You Are Capable of More, and is a Maxwell Leadership Certified coach.
Stages I Have Spoken On
Where Sales Audiences Have Heard Chris
Sales kickoffs, objection-handling sessions and revenue-team conferences where Chris has spoken.
Definitive Healthcare SKOBoston, MA · 800+ sellersemPower Breakfast LincolnOct 2026 · Handling ObjectionsLeadingAge IllinoisPublished the LAARC MethodNAHCR 2026 Annual ConferenceMilwaukee, WICalifornia Staffing ProfessionalsCSP ConferenceMICA Fall Business MeetingsTake Back Your Time with AIAlso: Sales Kickoffs · President’s Club · All Sales Speaking · See all speaking engagements →
Bring Chris to Your National Sales Meeting
Tell Chris when your sales force is getting together, what the meeting is for and where deals are stalling. You’ll get a fast, straight answer on fit and availability.
Check Availability & FeesResponse within one business day · Speaker kit, bio & headshots