Let’s figure out why it isn’t.
After 20+ years selling, leading, and consulting across multiple industries, I’ve learned something surprisingly consistent:
Most sales problems aren’t
what they appear to be.
$500K to $1.2M after repositioning buyer + offer
What looks like a lead problem might actually be the offer.
What looks like weak closing might start with the wrong buyer.
More leads / a better salesperson / more content / a new website / better closing / a different offer
Sometimes that works.
Often, it just makes the wrong problem more expensive.
Before you fix anything, find what’s actually broken.
Before you spend more money or work harder, find where the problem actually lives.
Are we attracting the right buyer?
Does the right buyer actually want this?
Do they immediately understand why it matters?
Are the right people seeing enough proof?
What breaks between qualified interest and a decision?
Yes, you have a team.
But you’re still the top performer.
Matt Stanley · Founder, Legendary Homes
“I got time back.”
From $200K a year to seven figures, four years running.
Every word below is copied as written, from LinkedIn, Upwork, or the email it arrived in. The highlights are mine.
and 220% over the company's goals, in one month. Top performer company-wide.
UPWORK · 5.00 STARS · SALES CLOSER CONTRACTJustin came in and delivered above and beyond the contract. In less than 90 days he not only learned the entire sales process, he improved the core offers, sold several high ticket packages, and has even trained the sales team on best practices to emulate his growth in revenue. In his most recent month he outperformed the company goals by 176% and 220% respectively for both front-end and residual and is currently the top-performing sales expert company-wide. He's been valuable as a consultant and has mastery of sales skills. We've successfully implemented several of his suggestions. If you have the chance to work with him, you won't regret it.
UPWORK · CLIENT'S FEEDBACK · WORD FOR WORD
Justin is an absolute master at all things "Sales". OMJ Clothing brought Justin in to help expand our sales reach and revenue (we are a local retail brand), and Justin delivered that and more. Through his leadership, knowledge, and recommendations, OMJ increased not only sales but also profit margin by over 30% YOY. Additionally, Justin is great at finding the "why" behind the brands and teams he works with…
LINKEDIN · MARCH 25, 2024 · BRAD'S ORIGINAL
Justin came in as our Head Coach and instantly delivered. Within the first two weeks I handed him 8 clients, and the results spoke for themselves. He's had a 100% success rate coaching every single one, with glowing reviews. He's a plug-and-play operator when it comes to elite sales training, psychology, mentorship, and leadership. If you need someone to level up talent fast—he's your guy.
THE EMAIL · DAVIDE'S ORIGINAL, WORD FOR WORD
Working with Mr. Cross was a game-changer for my augmented reality tech startup. In just 30 days, he helped streamline our sales process, refine our messaging, and optimize our offer. What stood out most was his ability to go beyond the contract—providing strategic input on key operational decisions and even setting up an investor meeting. Felt like I had access to a seasoned executive at a fraction of the cost…
UPWORK · AR TECH FOUNDER · WORD FOR WORD
…From day one, he made a significant impact on our sales team—not just by helping us boost our sales numbers, but by transforming how we approach sales altogether & company culture. He brought structure, strategy, and motivation to our process… we've seen measurable improvements in both performance and morale.
LINKEDIN · MAY 6, 2025 · ROD'S ORIGINAL
Justin has been a crucial asset playing a pivotal role in shaping our sales delivery systems and processes. His ability to motivate like no other has been truly remarkable. Justin was directly instrumental in supporting my executive leadership, providing invaluable insights and driving initiatives forward with enthusiasm and expertise.
LINKEDIN · JUNE 24, 2024 · JAMES'S ORIGINAL
“We need a rockstar salesperson.”
ACTUAL DIAGNOSIS: WRONG BUYER / WRONG OFFER
Same team. Better diagnosis.
“We need a better script and better sales training.”
ACTUAL DIAGNOSIS: SALES PROCESS WAS DELAYING THE CLOSE
Same team. Better diagnosis.
Start with the diagnosis, then we will decide how much help is required.
A 60-minute working session where we apply the CROSS Diagnostic directly to your business, go deeper into the problem, and identify the highest-priority sales constraint.
A concentrated three-day engagement to diagnose, prioritize, and work together to fix the highest-leverage sales constraint.
Ongoing sales leadership, strategy, team development, accountability, and execution support without hiring a full-time sales leader.
A free, live 60-minute workshop for founders who know they should be selling more. We'll run the CROSS Diagnostic together so you leave knowing what to fix first.
60 minutes on Zoom · Free
I’ve spent 20+ years selling, building, leading, and advising across real estate, luxury sales, finance, education, technology, hospitality, consulting, and the arts.
I built a seven-figure real estate brokerage in my twenties and have since led sales teams, advised founders and established businesses, and worked as a fractional sales leader and founder-side operator.
Some of the most useful experience I bring came from getting things wrong.
I’ve developed overlooked salespeople into top performers. I’ve also lost great talent I should have led better.
I know what it feels like to be the strongest salesperson in the room, and I know what it feels like to have the worst month on the board.
That perspective changes how I look at a sales problem.
No pitch deck required. Tell me what feels stuck, and we’ll decide whether a conversation would be useful.
If you’re not sure what’s actually blocking sales growth, run the CROSS Diagnostic first.
RUN THE CROSS DIAGNOSTIC