While introducing the focus, of course starting out the time limit of his focus will be short, when he focuses tell him good and then instantly give the release command and spit out the treat with alot of praise. This lets him know that what he just did (focus on you) was correct and he was rewarded. He is now released and can get the treat. It will all happen at once: good, okay!, spit treat, dog goes for treat, and alot of praise. He then will put the two together and learn in order to be rewarded he must look at you with the command. He is now doing this for two reasons, the treat and to please you. Therefore if he won't catch the treat; he is released to get it and there is no conflict of him breaking his sit before being released. It really doesn't matter if he won't catch it, this is a good way to get around that. It won't take him long to learn to focus because the excercises are short, remember, repetition. It won't take long and then you can extend the time frame. He might surprise you after all this and start trying to catch the treat in the air. Good luck and happy training.