Sales Growth Myths to Overcome for Success

Accelerating Business Sales Growth
How often do you actively scan your business for new growth opportunities? If it’s not a regular practice, you’re far from alone. Most executives acknowledge that they rarely take a systematic approach to evaluating how to expand their business. Even when growth strategies are on the agenda, the most skilled sales leaders and solution sellers can still fall victim to common sales growth myths that undermine sustainable sales growth.

The Facts: Three Main Ways to Grow Your Business
There are three major paths to growing your business:

1. Creation of new products or services.
2. Investment in potential growth areas.
3. Performance through improved operations.

Which is best for your company?

Three Sales Growth Myths to Overcome

1. Sales Myth #1: New Customers, Products, and Services Are Always the Fastest Path to Growth
   It’s natural to gravitate toward winning new clients or launching new products and services when chasing faster growth. New client wins energize teams, and executives often get excited by the prospect of introducing something fresh to the market. But both data and experience show that creation isn’t always the most effective growth strategy.

   Acquiring new customers is typically less profitable than deepening relationships with existing ones, while developing new products or services often demands substantial investment, significant time, and carries high risk.

   High-growth companies, by contrast, tend to focus on two other levers. They invest strategically, reallocating resources to areas with the greatest impact, and they improve performance with current customers, enhancing loyalty, retention, and revenue. Often, the most successful corporate growth strategies combine both approaches — optimizing what already works while making selective, high-impact investments.

2. Sales Myth #2: If It Isn’t Broken, Don’t Fix It
   Even the most successful leaders can fall into complacency at work, assuming that sales strategies that worked once will continue to work indefinitely. But sustainable growth demands more than repeating past successes — you need to anticipate market shifts and proactively adapt how you sell and serve your ideal target clients.

   During periods of success, it’s especially critical to gather and analyze customer feedback, identify opportunities for improvement, and strategically reallocate investments toward areas with the highest growth potential. Continuous refinement, even when things appear to be working, is what separates companies that maintain momentum from those that plateau.

3. Sales Myth #3: High Growth Is Not Possible in Our Market
   Believing that growth is unattainable in your industry only limits your business. In reality, top-performing growth organizations exist across every sector—from high tech to basic materials. When a company is strong and aligns its sales culture with its sales strategy, significant growth is achievable, no matter the market conditions.

   Consider one client who grew revenue by 48% even as their industry was shrinking by 10% annually. Their success underscores a key principle: growth isn’t about industry excuses — it’s about strategic alignment, disciplined strategy execution, and leveraging your unique strengths.

The Bottom Line
To scale and accelerate growth, avoid falling into the trap of conventional sales growth myths. Sustainable success comes from challenging assumptions, aligning strategy with execution, and focusing on the approaches that truly drive results.

To learn more about how to grow faster, download 4 Steps to Ideal Target Client Definition to Accelerate Growth

by Tristam Brown: CEO

Tristam Brown is an executive business consultant and organizational development expert with more than three decades of experience helping organizations accelerate performance, build high-impact teams, and turn strategy into execution. As CEO of LSA Global, he works with leaders to get and stay aligned™ through research-backed strategy, culture, and talent solutions that produce measurable, business-critical results. See full bio.