You Are Capable of More Sales.
The Key to Closing More Deals
The sales keynote that gives your team the combination: the LOCKS Framework to see exactly why a deal is stuck, the LAARC Method to handle the objection, and the mindset to keep selling on the days motivation is gone.
A lock that is eighty percent cracked is still a locked lock. Most deals don’t die from a hard no. They die because one thing the buyer needed was never there.
Give Your Team the Combination.
Most salespeople don’t lose deals because they lack talent or product knowledge. When a deal stalls, the team sends another case study, drops the price or follows up one more time, and none of it touches what was actually missing.
In this keynote, Chris gives your team the combination. The LOCKS Framework names the five conditions that must all be true before a buyer says yes: Love the Product, Own Belief, Confidence in You, Kickoff Plan and Stakes. Hit four and the lock stays shut. The LAARC Method (Listen, Acknowledge, Ask, Respond, Confirm) is the conversation that follows, so “I need to think about it,” price pushback and “send me some info” become information instead of the end of the deal.
Underneath both is the You Are Capable of More mindset: ownership of the number, consistency on the days motivation is gone, and the resilience to treat rejection as data instead of identity. Chris learned it in the seat your team sits in, from calling one buyer at the biggest retailer in the country until he landed every store and a display, to helping grow Uniti Med 10x in revenue in two years.
This is a true sales keynote: the energy your kickoff needs, and frameworks your CRM will see on Monday.
On stage with You Are Capable of More Sales at the emPower Breakfast in Lincoln, October 2026.
The LOCKS Framework
Five conditions have to be met inside a buyer’s head before a deal closes. Hit four and the lock stays shut, so the first job is knowing which tumbler did not turn.
Love the Product
Do they actually want it? Value gets built here. Table stakes, not the finish line.
Own Belief
Do they believe someone like them could get the result? No discount fixes a limiting belief.
Confidence in You
Lose know, like and trust and they don’t leave the category. They buy from a competitor.
Kickoff Plan
What happens the moment they say yes. The most overlooked condition by a distance.
Stakes
Both twelve-month paths, including what it costs to do nothing. Real urgency, not a fake deadline.
The LAARC Method
Knowing which condition is missing is half of it. LAARC is the conversation that follows. Five moves for working through the objection, grounded in patience, focus and tone.
Listen
Let the objection land fully. Most reps answer the objection they expected, not the one they heard.
Acknowledge
Validate before you respond. People don’t lower their guard until they feel understood.
Ask
Clarifying questions uncover the real objection — which is rarely the first one stated.
Respond
Now, and only now, address the true concern with confidence and evidence.
Confirm
Close the loop. Verify the concern is resolved and advance the deal with a clear next step.
Chris walked through LAARC, and the brewery buyer who told him his product was paper clips, in his October 2026 Inc. column. Read The Paper Clip Test for Sales →
The gap isn’t skill. It’s follow-through.
of people delay action on things they know they should do
In sales, that’s the follow-up call not made and the prospecting block that gets skipped.
second-guess themselves because of their internal voice
In sales, that’s the hesitation before the ask. Rejection resilience is a trainable advantage.
believe they’re capable of more than they’re doing now
Your team already believes it. This keynote gives them the system to prove it.
Source: The Untapped Potential Report, original research from You Are Capable of More surveying 200+ working adults.
Five Outcomes. Real Pipeline Impact.
Know Exactly Why Deals Stall
Use LOCKS to pinpoint which of the five conditions is missing on any deal, so reps stop guessing and fix the right thing.
Stop Discounting to Close
Build real value and real urgency by showing what doing nothing costs, so price stops being the only lever.
Handle Objections Without Losing the Buyer
The LAARC Method (listen, acknowledge, ask, respond, confirm), practiced against the objections your team hears most: price, timing, and “we’re happy with our current provider.”
Bounce Back Faster From Rejection
Treat a no as data, protect confidence after a tough call, and get to the next one sooner.
Sell Consistently, Not Just When Motivated
Own the number and the daily inputs you control, from prospecting and follow-up to the habits that keep the pipeline full.
This Keynote Is a Fit For
Planning a kickoff? See Sales Kickoff Speaker · Selling into hospitals and health systems? See Healthcare Sales Kickoff Speaker · Want reps to practice the frameworks? See the Sales Training Keynote · For other sales audiences, see Sales Keynote Speaker · Chris’s full playbook: How to Increase Sales
The message keeps selling after the event.
Every attendee gets access to the You Are Capable of More toolkit — free companion resources to the bestselling book that turn kickoff energy into Q3 and Q4 behavior.
From Doubt to Done
A practical guide for moving past hesitation and taking action — built for the moments after a hard no.
Free ResourceThe 30-Day Challenge
A month of daily actions to build the consistency muscle — perfect as a post-kickoff team challenge.
Free ResourceGoal Reset Worksheet
Turn quota into a plan: reset targets, define inputs, and commit to the habits that hit the number.
You Are Capable of More — Out Now
Every program draws from the book’s ten principles across three pillars — Ownership, Discipline, and Growth — and connects your attendees to free companion resources they keep long after the event.
Sales audiences love Chris.
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. Chris resonated with the audience to the point I had many attendees come up to me and ask where we got him—a great sign of the impact he had on our audience. I would recommend Chris for any speaking needs as he’s versatile, flexible, and professional.
Chris’ presentation at the Lincoln emPower Breakfast was succinct, practical and easy to implement for everyone in the room. We all deal with objections in our daily lives both professionally and personally and this presentation gave us a simple tool to use. My only question is “how well does it work on teenagers?”. I am grateful that Chris shared his talent with us at our breakfast.
Frequently Asked Questions
What is the You Are Capable of More Sales keynote?
A sales keynote built on two frameworks: the LOCKS Framework (Love the Product, Own Belief, Confidence in You, Kickoff Plan, Stakes) to see why a deal is stuck, and the LAARC Method (Listen, Acknowledge, Ask, Respond, Confirm) to handle the objection.
Who is it for?
Sales kickoffs, revenue team summits, recruiting and staffing firms, healthcare sales teams, President’s Club events, sales training days and national sales meetings.
Where has Chris delivered it?
At the Definitive Healthcare sales kickoff for more than 800 sales professionals, and at the emPower Breakfast in Lincoln, among others.
What formats are available?
Keynote, breakout or sales kickoff session, customized to your team and market.
How do I book Chris Sund for this program?
Send your date, city and audience through the contact form. Chris quotes the speaking fee and travel together in one proposal, and you will hear back on availability within one business day.
Bring This Keynote to Your Sales Kickoff
Check availability, discuss your revenue goals, and receive a customized proposal.
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