The Outgrow Sales Framework: The Proven Path to Predictable Revenue in Uncertain Times
- Betsy Richard
- Nov 21, 2025
- 12 min read
Updated: Jan 28
A Practical Summary of Alex Goldfayn's Outgrow—and why this simple, human system works even when everything else feels unpredictable.
I worked with a CEO last year who said something I hear all the time: "Betsy, my team is working harder than ever. But I have no idea what revenue looks like in three months."
Sound familiar?
Your sales team is busy. Your CRM looks full. But revenue? Completely unpredictable.
Half your reps hit quota while the other half struggle. You're watching your top performers burn out carrying the team. And everyone's waiting for leads to come in instead of creating opportunities.
If you're a CEO, VP of Sales, or Sales Director staring down 2026 revenue goals that feel impossible right now, you're not alone. Most B2B companies are stuck in reactive mode—responding to problems, chasing inbound leads, putting out fires. It feels productive, but it's not creating predictable growth.
This is the exact problem the Outgrow Sales Framework was designed to solve.
I'm a Certified Outgrow Advisor, one of only three in Louisiana. And after seeing the results firsthand, I can tell you: it works.
Alex Goldfayn created Outgrow after working with over 400 companies for 20 years. What he found isn't complicated—it's a simple, human, proactive sales system built around mindset, confidence, and small, repeatable actions that create predictable revenue even in uncertain markets.
This isn't theory—it's a system with documented success rates, tracked metrics, and case studies showing 15-30% annual revenue growth.
Let me break down the heart of Goldfayn's Outgrow Sales Framework, why it works, and how it solves the predictability problem.
TL;DR: What You Need to Know About Outgrow
The Problem:
Reactive sales teams (waiting for leads, firefighting) make revenue unpredictable—no matter how hard they work.
The Solution:
The Outgrow framework transforms reactive teams into proactive revenue creators through:
Strategic customer lists organized by revenue potential
7 proven actions with documented success rates (from 20 years, 400+ companies)
5 minutes/day of proactive calls
Systematic tracking that turns actions into leading indicators
The Results:
15-30% annual revenue growth. Some see results immediately; others within 2 months.
The Catch:
60% of implementation is mindset work. Your team must shift from "I'm bothering customers" to "I'm helping customers."
Key Insights:
When proactive actions are logged with potential sales amounts, leadership finally gets predictable revenue.
Why Busy Sales Teams Stay Reactive
Here's the truth Goldfayn starts with: your team is already working incredibly hard.
They're not avoiding proactive calls because they're lazy or unmotivated. They're exhausted.
I spent 3 decades in direct selling, leading teams of 300+ to # 1 rankings nationally. I've lived both sides of this problem—as a rep who needed to hit numbers, and a leader trying to create predictable growth without burning everyone out.
Most B2B sales reps live in a cycle of:
constant firefighting,
reacting to inbound requests,
managing customer problems,
and facing frequent rejection.
Over time, this builds what Goldfayn calls the default mindset—a mental state shaped by stress and failure.
Reaching out feels risky. Waiting for customers to call feels safe.
But here's the truth:
You cannot scale revenue from a reactive sales culture.
You can only scale when your team consistently creates opportunities instead of waiting for them.
This is why so many sales leaders struggle with:
unpredictable pipelines
inaccurate forecasts
uneven performance
dependence on top performers
And it's exactly why the Outgrow Sales Framework is so powerful—it breaks this reactive cycle through small, consistent, proactive behaviors backed by real data.
Why "Make More Calls" Initiatives Fail
Your salespeople already know they should:
Follow up on quotes and proposals
Reach out to past customers
Ask what else customers need
Suggest additional products or services
They know this. But they're not doing it.
Goldfayn's research across millions of interactions shows why:
✔ People think they're being proactive, but can't measure it
They follow up sometimes—but not consistently or systematically.
✔ Leadership can't see leading indicators
You only know there's a problem once revenue drops.
✔ Busy reps default back to reacting
Without confidence and clarity, they choose the "safe" path.
✔ Fear of rejection overrides good intentions
You can't ask someone to "make more calls" until you fix the thinking behind why they're not doing it.
This is where the Outgrow framework changes things:
It turns proactive actions into a simple, trackable, repeatable system.
The Outgrow Sales Framework Explained: The Outgrow Loop
At the heart of Goldfayn's system is the Outgrow Loop—detailed in Chapter 7—a simple 5-step weekly process that creates predictable revenue through proactive behavior.
Step 1: Leaders Assign Target Proactive Actions Weekly
Example first-week assignment:
5 proactive calls to dormant customers
5 "Did You Know?" (DYK) questions
5 "Reverse Did You Know" (rDYK) or "What else can we help with?" questions
Step 2: Salespeople Take Quick, Simple Actions
This takes 5–10 minutes a day during calls they're already making.
Step 3: Salespeople Log Each Action (The Secret Ingredient)
Reps log the action, customer, products discussed, and estimated revenue—takes 60–90 seconds.
Step 4: Share Weekly Scorecards
Every Monday, the team sees:
actions taken,
opportunities created,
and potential revenue generated.
Step 5: Celebrate Success Stories
Even small wins—one great follow-up, a promising new opportunity—are shared weekly, building confidence and momentum.
This is what creates predictable revenue: leading indicators.
When proactive communications go up, revenue follows.
When proactive communications drop, you know instantly—and can intervene long before you miss a quarter.
You're no longer waiting for closed deals to understand your future.
You're measuring the behaviors that create deals.
Outgrow Case Study: The Power of Leading Indicators
One company in the book, UCC Environmental, a 100+ year-old company, saw a near-perfect correlation between Outgrow actions and proposal volume.
The Executive VP said:
"The quotes follow Outgrow actions precisely—actions up, quotes up; actions down, quotes down. So the counts of behavior-based Outgrow actions is a near-perfect, immediate indicator of sales success."
This is how leaders finally get forecasting accuracy—not from better data dashboards, but from consistent behavior.
Why the Outgrow Sales Framework Works: Mindset Comes First
Here's what a lot of people miss: 60% of this framework is mindset work.
A lot of people call that the fluffy stuff.
But really, this is the harder work. It's getting your team to believe that reaching out helps customers instead of bothering them.
Because behavior follows thinking. Always.
In Chapter 2, Goldfayn dives into why changing what your team believes about outreach is the foundation of everything else.
You can't just tell people to make more calls. You have to address the dear, the default mindset, the voice in their head that says "I'm bothering them."
Here's what Goldfayn discovered across 400+ companies:
Most salespeople believe proactive outreach is bothersome.
But when companies survey their customers, they find the opposite:
Customers appreciate follow-up
Customers wish vendors would reach out more often
Customers want to know about additional products and services
Customers don't perceive outreach as pushy—they perceive it as helpful
This gap—between what salespeople fear and what customers actually want—is what keeps revenue stuck.
The Outgrow framework closes this gap.
It does this through three powerful mindset shifts:
Mindset Shift #1: You're Helping, Not Bothering
Goldfayn dedicates significant space to proving this with data.
He shows that when companies facilitate customer testimonials—where customers tell the sales team directly, "I wish you'd reach out more often"—it dissolves the fear.
Hearing it from customers changes everything.
Mindset Shift #2: Track Swings, Not Just Hits
Most sales cultures only celebrate closed deals.
Outgrow celebrates every proactive action—whether it results in a sale or not.
This builds what Goldfayn calls the "swing mentality." Baseball players don't only track home runs. They track every swing, because swings create hits, and hits create home runs.
When you celebrate effort, you build confidence.
When you build confidence, proactive behavior becomes sustainable.
Mindset Shift #3: Small, Consistent Actions Beat Big Campaigns
Most sales initiatives fail because they're overwhelming.
Outgrow works because it's simple: 5 minutes a day. Three small proactive actions per week.
It's not a project. It's a shift in how you operate.
And that's what makes it stick.
The 7 Proven Outgrow Actions (With Success Rates)
Alex Goldfayn tracked millions of proactive communications across hundreds of companies and documented which actions work best.
Here are the seven core Outgrow actions—and their documented success rates:
1. Quote Follow-Up
What it is:Â Following up on quotes and proposals you've sent
Success rate:Â 20-30% close rate
Why it works:Â Most salespeople send quotes and never follow up. You differentiate just by calling.
2. Did You Know? (DYK)
What it is:Â Telling existing customers about products/services they don't know you offer
Success rate:Â 20-25% conversion
Why it works:Â Customers assume if they need something, you'll tell them. They don't.
3. Reverse Did You Know (rDYK) / "What Else Can We Help With?"
What it is:Â Asking customers open-ended questions about their needs
Success rate:Â 15-20% uncover new opportunities
Why it works:Â You discover needs customers didn't think to mention.
4. Dormant Customer Outreach
What it is:Â Calling customers who haven't ordered recently
Success rate:Â 10-20% reactivation
Why it works:Â Life gets busy. A simple "we miss you" call brings them back.
5. New Product/Service Announcements
What it is:Â Proactively telling customers about new offerings
Success rate:Â 15-25% interest/trial
Why it works:Â Customers don't visit your website regularly. They need you to tell them.
6. Customer Check-Ins (No Agenda)
What it is:Â Calling just to see how things are going
Success rate:Â 10-15% uncover opportunities
Why it works:Â Builds trust and often surfaces needs organically.
7. Referral Requests
What it is:Â Asking satisfied customers for introductions
Success rate:Â 15-20% provide referrals
Why it works: Happy customers want to help—they just need to be asked.
These aren't cold calls. These are warm, relationship-based communications with people who already know you.
And the data is clear: when you do these actions consistently, revenue grows predictably.
How to Build Strategic Customer Lists (The Foundation)
Before you start taking actions, you need to know who to call.
This is where most companies get it wrong. They either call everyone randomly, or they don't prioritize at all.
Alex Goldfayn recommends organizing your customer base into three strategic lists:
List 1: Top Revenue Customers
Your biggest accounts by revenue.
These customers already trust you. They're the fastest path to wallet share expansion.
List 2: Customers with Growth Potential
Accounts that could be much bigger if you served them better or offered more solutions.
These are your "what if" customers—what if they bought more categories? What if they bought more frequently?
List 3: Dormant Customers
Customers who used to buy but haven't recently.
These are easy wins—they already know you, they've already bought from you, something just changed.
Start with these three lists. Prioritize. Focus your proactive efforts on the customers with the highest potential return.
This is what's best for the business.
How Certified Outgrow Advisors Enhance the System (COPE)
The book gives you the complete system.
Certified Outgrow Advisors implement the system and reinforce the Outgrow Culture with the COPE framework—Confidence, Optimism, Positivity, Enthusiasm.
Confidence removes fear of rejection.
Optimism builds belief that outreach will be well received.
Positivity shifts reps from firefighting to proactive helping.
Enthusiasm makes communication energetic and genuine.
And here’s the key:
Tracking swings—not just hits—builds COPE.
Every logged call builds confidence.
Every celebrated effort builds optimism.
Every success story builds positivity.
Every win energizes the team.
This is why adoption sticks—because mindset and behavior reinforce one another.
Case Studies: Real Results from Companies Using Outgrow
Across industries, the outcomes are consistent:
Sam at J&B Supply (Arkansas wholesale distributor):Â Started Outgrow and saw a 76% sales increase immediately. His most effective technique? Quote follow-up.
"At first, customers were shocked when I called them because nobody they work with does that."
Engineering Services Firm (75 years old, $43M revenue):Â One division implemented Outgrow. The other two didn't (perfect experiment). Result after 2.5 years:
Outgrow division: 143% growth
Control divisions: 38% growth
Outgrow division grew 3.75 times faster
And these were engineers who initially said, "I didn't become an engineer to be a used car salesperson."
East Coast Lumber (Three complementary companies):Â Seven years of Outgrow. Grew from $85M to $200M with 150 to 300 employees. That's a 20% compound annual growth rate. Before Outgrow, new salespeople took two years to transition from salary to commission. Now? Less than one year.
IMEG (2,800+ engineers, 80 teams nationwide):Â Launched Outgrow mid-August. In the 10 weeks before launch, they were $2.5M below their budget goal. In the 10 weeks after? They added $20 million in net new fees over budget.
Their CEO, Paul VanDuyne, explained it this way:
"Our people never understood how much they meant to clients. Outgrow provided them with confidence. We realized we're not selling, we're helping."
These aren't outliers. Companies running Outgrow typically see 15-30% revenue growth annually.
And the timeline? Some see results immediately (like Sam). Others see impact within 2 months. But the pattern is consistent: when proactive actions go up, sales follow.
Frequently Asked Questions About Outgrow
What is the Outgrow sales framework?
Outgrow is a systematic approach to organic revenue growth developed by Alex Goldfayn and proven across 400+ companies over 20 years. It transforms reactive sales teams into proactive revenue creators through strategic customer lists, seven documented actions, and a tracking system that turns behavior into leading indicators of sales growth. Requires 5 minutes per day per salesperson. Typically drives 15-30% annual revenue growth.
How long does it take to see the results?
Timeline varies by sales cycle, but the pattern is consistent:
Immediate:Â Sam at J&B Supply saw 76% increase same day
2 months:Â UCC Environmental saw proposal volume increase
10 weeks:Â IMEG added $20 million in new fees
First year:Â Engineering firm showed 143% growth vs. 38% control
When proactive actions go up, revenue follows. The Outgrow tracking gives you leading indicators immediately.
Does Outgrow work for my industry?
Yes, with customization.
The book includes case studies from wholesale distribution, engineering services, manufacturing, professional services, and B2B services.
The core principle—proactive communication drives wallet share expansion—applies to any B2B business with repeat customers.
Can I implement Outgrow without hiring a consultant?
Yes.
The book gives you everything: mindset work, customer lists, the seven actions, tracking system, meeting cadences, case studies.
If you're a systematic leader who implements consistently, you can DIY this.
The challenge most companies face isn't understanding the system—it's getting people to adopt it.
Within 6-12 months, participation typically settles at 50-60%. Even at this rate, companies achieve significant growth.
What's a Certified Outgrow Advisor?
Certified Outgrow Advisors complete intensive training directly with Alex Goldfayn to master both framework implementation and the people dynamics that determine success.
Beyond the book, Certified Advisors learn the COPE framework (Confidence, Optimism, Positivity, Enthusiasm), how to diagnose resistance, facilitation techniques for customer testimonials, and manager coaching strategies.
There are only three Certified Outgrow Advisors in Louisiana.
Why do companies fail at implementing Outgrow?
Goldfayn dedicates Chapter 9 to this. Most common failures:
Leadership lets their foot off the gas – The first break signals it's optional
They skip the mindset work – Jumping to actions without building confidence creates resistance
Managers don't buy in – "The team goes as the manager goes"
They don't track consistently – Without scorecards, it becomes optional
They treat it like a project, not culture – Projects end; culture is permanent
All preventable with the right implementation approach.
Do I need to change my CRM?
No.
The Outgrow Tracking System works alongside existing CRMs (Salesforce, HubSpot, Dynamics 365, Zoho, Pipedrive) or as a standalone tool.
Goldfayn's rule: "The simpler the better." Use the system your team already knows rather than adding complexity.
The key is logging three things: opportunity details, proactive actions taken, and estimated sales amounts.
What if my team resists making proactive calls?
This is normal. About 1/3 enthusiastically participate, 1/3 are skeptical but can be brought along, 1/3 probably never come along.
The solution:
Address fear first with customer testimonials – Hearing customers say "Nobody else follows up like you do" dissolves the fear
Celebrate swings, not just hits – Recognize effort, build confidence
Share success stories weekly – Let reps teach each other
Make it non-negotiable from the top – CEO/owner must lead visibly
Even at 50-60% participation, companies achieve significant growth.
Should You DIY Outgrow or Work With a Certified Advisor?
You have two great options:
Path 1: Implement the Outgrow Sales Framework yourself
Buy the book. Follow the steps.
If you're consistent, you will see results.
Path 2: Work with a Certified Outgrow Advisor
Most companies get stuck not in understanding—but in adoption.
Because the real barrier isn't the system—it's fear, mindset, resistance, and accountability.
A Certified Outgrow Advisor helps you:
build COPE across your team,
diagnose resistance,
run customer testimonial interviews,
coach managers through accountability,
and keep the system alive when enthusiasm dips.
That's the difference between another "flavor of the month" initiative
and a culture shift.
You do what you do best—run your business—and let me do what I do best: build the confidence and systems that make Outgrow stick.
Ready to Build a Proactive Sales Culture and Predictable Revenue?
I'm Betsy Richard—one of only three Certified Outgrow Advisors in Louisiana.
I help B2B companies build the confidence, mindset, and consistency that make Outgrow stick.
With experience leading 300+ reps to #1 nationally, plus deep expertise in team alignment (DiSC, Five Behaviors, Working Genius), I help you create a revenue engine your team believes in.
Because here's what I've learned during my decades in sales and leadership consulting: only the strong ask for help.
If you're ready to shift your team from reactive to proactive—and finally achieve predictable revenue—let's talk.
Schedule a conversation with me or email me at betsycrichard@gmail.com to start the conversation.
We'll look at:
where your team is stuck today,
whether Outgrow is a fit,
what adoption challenges you may face,
and how to build predictable revenue—without burning everyone out.
No charge for the first conversation. You'll walk away with clarity even if we're not a fit.
Or, if you'd rather start by reading the book, grab your copy of Outgrow here and reach out when you're ready to implement.
Your 2026 revenue goals don't have to feel impossible.
Predictable growth is possible—when you have the right system and someone who's been in the arena helping you implement it.
When you get unstuck, you'll have more freedom. Let me help you get there.
Betsy Richard is a Certified Outgrow Advisor and team alignment expert based in Louisiana. She specializes in helping B2B companies transform reactive sales teams into proactive revenue creators through the proven Outgrow framework combined with deep expertise in building sales confidence and overcoming adoption resistance.