After graduating, Steve got a job Northwestern Mutual Life. While working as a field rep there, he began to assist with recruitment, as well as managing new reps and training them in face-to-face selling and activity management.

Lance took notes, read dozens of books, and designed new training solutions for his clients. This process led his business to new products designed to fix these problems: Beyond Quota Sales Management, Sell with CLASS, and Recruit and Coach the Best.