{"id":23396262,"date":"2024-01-24T21:59:45","date_gmt":"2024-01-24T21:59:45","guid":{"rendered":"https:\/\/www.vendasta.com\/blog\/?p=23396262"},"modified":"2026-01-09T21:56:13","modified_gmt":"2026-01-09T21:56:13","slug":"the-sales-doctors-prescription-for-100m-success","status":"publish","type":"post","link":"https:\/\/www.vendasta.com\/blog\/the-sales-doctors-prescription-for-100m-success\/","title":{"rendered":"701: The Sales Doctor\u2019s Prescription for $100M Success | Chet Lovegren"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; admin_label=&#8221;section&#8221; _builder_version=&#8221;4.16&#8243; global_colors_info=&#8221;{}&#8221;][et_pb_row admin_label=&#8221;row&#8221; _builder_version=&#8221;4.16&#8243; background_size=&#8221;initial&#8221; background_position=&#8221;top_left&#8221; background_repeat=&#8221;repeat&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; custom_padding=&#8221;|||&#8221; global_colors_info=&#8221;{}&#8221; custom_padding__hover=&#8221;|||&#8221;][et_pb_code _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<script async defer onload=\"redcircleIframe();\" src=\"https:\/\/api.podcache.net\/embedded-player\/sh\/4f451305-e5b4-4878-b293-63e3057356b8\/ep\/266f9e5f-ebd5-4a54-95d6-f88c5b0eccf8\"><\/script><!-- [et_pb_line_break_holder] -->    <\/p>\n<div class=\"redcirclePlayer-266f9e5f-ebd5-4a54-95d6-f88c5b0eccf8\"><\/div>\n<p><!-- [et_pb_line_break_holder] -->    <\/p>\n<style><!-- [et_pb_line_break_holder] -->    .redcircle-link:link {<!-- [et_pb_line_break_holder] -->        color: #ea404d;<!-- [et_pb_line_break_holder] -->        text-decoration: none;<!-- [et_pb_line_break_holder] -->    }<!-- [et_pb_line_break_holder] -->    .redcircle-link:hover {<!-- [et_pb_line_break_holder] -->        color: #ea404d;<!-- [et_pb_line_break_holder] -->    }<!-- [et_pb_line_break_holder] -->    .redcircle-link:active {<!-- [et_pb_line_break_holder] -->        color: #ea404d;<!-- [et_pb_line_break_holder] -->    }<!-- [et_pb_line_break_holder] -->    .redcircle-link:visited {<!-- [et_pb_line_break_holder] -->        color: #ea404d;<!-- [et_pb_line_break_holder] -->    }<!-- [et_pb_line_break_holder] --><\/style>\n<p><!-- [et_pb_line_break_holder] --><pee style=\"margin-top:3px;margin-left:11px;font-family: sans-serif;font-size: 10px; color: gray;\">Powered by <a class=\"redcircle-link\" href=\"https:\/\/redcircle.com?utm_source=rc_embedded_player&#038;utm_medium=web&#038;utm_campaign=embedded_v1\">RedCircle<\/a><\/pee>[\/et_pb_code][et_pb_text _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<div class=\"wp-block-post-date\"><time datetime=\"2024-01-24T16:35:08-05:00\">January 24, 2024<\/time><\/div>\n<p>Join us as we kick off Season 7 of the\u00a0<a href=\"\/blog\/podcasts\/\">Conquer Local podcast<\/a>\u00a0with an insightful episode featuring\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/chetlovegren\/\">Chet Lovegren<\/a>.\u00a0<\/p>\n<p>With over a decade of sales and sales leadership experience, Chet is the creator of\u00a0<a href=\"https:\/\/www.thesalesdocrx.com\/\">The Sales Doctor<\/a>, where he challenges companies to take a holistic look at their revenue strategy. In this episode, he shares a prescriptive process to modernize training and enablement practices, shedding light on how he has helped companies raise over $100M in VC funds.\u00a0<\/p>\n<p>Chet\u2019s impact extends beyond the boardroom, having personally trained, coached, and developed over 1,000 students in his sales and leadership programs. Tune in to gain valuable insights from Chet\u2019s wealth of experience, with past clients including industry leaders like Zscaler, Funnel.io, Automattic, and Teampay.<\/p>\n<p><em>Conquer Local is presented by\u00a0<\/em><a href=\"\/\"><em>Vendasta.<\/em><\/a><em>\u00a0We have proudly served 5.5+ million local businesses through 60,000+ channel partners, agencies, and enterprise-level organizations. Learn more about Vendasta, and we can help your organization or learn more about\u00a0<\/em><a href=\"\"><em>Vendasta\u2019s Affiliate Program<\/em><\/a><em>\u00a0and how our listeners (like yourself) make up to $10,000 off referrals.<\/em><\/p>\n<p><em>Are you an entrepreneur, salesperson, or marketer? Then, keep the learning going in the <\/em><a href=\"https:\/\/academy.vendasta.com\/\"><em>Vendasta Academy.<\/em><\/a><\/p>\n<h2 class=\"wp-block-heading\">The Sales Doctor\u2019s Prescription for $100M Success<\/h2>\n<h3 class=\"wp-block-heading\">Introduction<\/h3>\n<p><strong>Jeff Tomlin:\u00a0<\/strong>Welcome to the Conquer Local Podcast! Our show features successful sales leaders, marketers, thought leaders and entrepreneurs who will inspire you with their success stories. Each episode is packed with practical strategies, as our guests share their secrets to achieving their dreams. Listen in to learn the highlights of their remarkable accomplishments and get tips to revamp, rework, and reimagine your business. Whether you\u2019re a small business owner, marketer, or aspiring entrepreneur, the Conquer Local Podcast is your ultimate guide to dominating your local market. Tune in now to take your business to the next level!\u00a0<\/p>\n<p>I\u2019m Jeff Tomlin and on this episode, we have one smooth sales operator, we\u2019re pleased to welcome Chet Lovegren to the show. With over a decade of sales and sales leadership experience, Chet created The Sales Doctor to challenge companies to take a holistic look at their revenue bleed and then provide a prescriptive process to archaic training and enablement practices.\u00a0<\/p>\n<p>By doing this he has helped his companies raise over $100M in VC funds and personally trained, coached, and developed over 1,000 students in his sales and leadership programs. Some of his past clients include companies like Zscaler, Funnel.io, Automattic, and Teampay.<\/p>\n<p>Get ready Conquerors for Chet Lovegren coming up next on this week\u2019s episode of the Conquer Local Podcast.<\/p>\n<h2 class=\"wp-block-heading\"><strong>Chet Lovegren, The Sales Doctor, Shares Insights on Ethical Sales Practices.<\/strong><\/h2>\n<p><strong>Jeff Tomlin:<\/strong>\u00a0Chet Lovegren The Sales Doctor. Welcome to the Conquer Local podcast. How you doing, man?<\/p>\n<p><strong>Chet Lovegren:<\/strong>\u00a0I\u2019m doing well. Getting a little rain here in Southern California ahead of holiday season, so it\u2019s nice. As I would say, soup weather, you know, gives you a nice bowl of soup. Watch the rainfall. Luckily, we don\u2019t have to deal with any snow, but it\u2019s nice time of year.<\/p>\n<p><strong>Jeff Tomlin:\u00a0<\/strong>Jealous of the Southern California thing. Gotta say, I\u2019m going through a little palm tree withdrawal right now. Northwestern Canada. Things are a little chilly and looking a little dead right now.<\/p>\n<p><strong>Chet Lovegren:<\/strong>\u00a0Yeah. Well you got a few more months before you\u2019re seeing that sunshine again, but you\u2019ll be there no doubt.<\/p>\n<p><strong>Jeff Tomlin:<\/strong>\u00a0Well, look man, I love The Sales Doctor moniker, and I imagine you have a lot of fun with that. A lot of people have growing pains throughout the career, their business and things that they\u2019re working on. Tell us a little bit of The Sales Doctor. When did you start? How\u2019d you get going and when did that become a thing?<\/p>\n<p><strong>Chet Lovegren:<\/strong>\u00a0Yeah, so the \u2018when I started\u2019 question is kinda tricky because it was something I had running in the background for a while. Full-time business owner this year though, which has been awesome. It\u2019s been a really rewarding year. I was just having a conversation actually with a close friend about how weird it is to start a business or go out on a business, essentially full-time, you know, in this kind of economy. But it\u2019s been incredibly rewarding. And I think it all stems from when I was selling and then started buying software when I moved into management, I kinda saw things from a different point of view and I realized that term order takers, actually, you know, when you hear about sales and somebody\u2019s being an order taker, it actually has much bigger consequences than people think. And if you think about a doctor, a doctor who provides a diagnosis without examination is guilty of malpractice. And unfortunately, like, a lot of sellers do that. And when you\u2019re guilty of that malpractice, you\u2019re not only affecting your own reputation, but you\u2019re affecting your company\u2019s reputation and ultimately probably your pocketbook, right? I know a lot of sellers who will jam people into a deal and then they go to another industry where they might be able to still sell to that industry, which is a different solution. And I always say like, well, you used to sell this software. I\u2019m sure people at that company, those types of companies still need this kind of software that you\u2019re selling now. Why don\u2019t you go there? Well, we just, you know, sold a lot of stuff. I don\u2019t think people were too happy with it. Product wasn\u2019t that great, support wasn\u2019t that great. And it\u2019s like you\u2019re ruining your own reputation, you know. We need to be okay with telling people, \u201cNo, I don\u2019t really think this works out for you,\u201d if it\u2019s not the right thing. And we need to start diagnosing problems instead of trying to solve pain. People live with pain, but they\u2019ll solve problems. This is why your deals aren\u2019t closing, and you\u2019re gonna have no urgency because you\u2019re trying to give people, you\u2019re trying to sell people brain surgery, but you\u2019re giving them an Aleve to cure a headache. That\u2019s pain. People live with pain. But if I find out I need brain surgery, you better believe I\u2019m gonna open up my pocketbook, start a GoFundMe, and do whatever I can to solve that problem. You know, so that\u2019s the issue that we have is we\u2019re trying to charge brain surgery prices, but all we\u2019re offering is in Aleve for a headache. And that\u2019s why a lot of sellers are failing. I think it\u2019s very low level talk when salespeople and sales leaders say it\u2019s the economy\u2019s fault. I know people in every industry hitting quota. So if you\u2019re a cybersecurity company and say it\u2019s the economy. Nope, there are people that are hitting quota. You\u2019re just not doing things the right way. You sell to hospitality, same thing. Construction, I don\u2019t care what you sell. There are people in every industry hitting quota right now. And if I as a small business owner can make it in this tumultuous year that we\u2019ve had, I\u2019m sure a company that\u2019s VC-backed can do it as well. That\u2019s kinda my take on the whole Sales Doctor.<\/p>\n<h3 class=\"wp-block-heading\"><strong>Effective Discovery is Key to Avoid Lazy Sales Approaches.<\/strong><\/h3>\n<p><strong>Jeff Tomlin:<\/strong>\u00a0Well, like, what a great intro. I mean, there\u2019s a lot to unpack there. Like, number one, customer churn is everybody\u2019s problem. It\u2019s not just typically a product problem. There\u2019s lots of times when things are being oversold and people are being sold things that they don\u2019t need. And a lot of times too, you know, on the marketing and sales front. You\u2019re not speaking to your ideal customers, selling them you know, the ideal thing for them many times. And, you know, then the other thing that you\u2019re just talking about is adding value. And if you can figure out how to add value, that\u2019s the way to drastically increase your deal size. And there\u2019s a lot of people that can\u2019t have those conversations in an effective way. So, hey, maybe talk about that a little bit. You know, I think everybody needs to have, whether it\u2019s a system or a framework or you know, an approach if they want to scale their organization. An approach that can be followed by their sales organization. And so you\u2019ve gotta a prescriptive selling approach that you talk about. So maybe tell us a little bit about that and go from there.<\/p>\n<p><strong>Chet Lovegren:<\/strong>\u00a0A big part about it boils down to discovery. So being as concise as I can, I mean, I could talk about discovery and this whole thing for at least six hours. I know that because I have a whole workshop around discovery that\u2019s typically on site. We\u2019ll run from four to six hours with breaks and modules and workshop activities. But the biggest problem is that you show up to a discovery call. What\u2019s the most common thing the salesperson says to you?<\/p>\n<p><strong>Jeff Tomlin:\u00a0<\/strong>Man, there\u2019s a whole bunch of different things that they start with, but they asked me about \u201cHey, what am I using right now?\u201d Or, \u201cWhat\u2019s my problem?\u201d Or \u201chow do you think that we could help you guys?\u201d Or \u201cwhy\u2019d you reach out to us?\u201d<\/p>\n<p><strong>Chet Lovegren:<\/strong>\u00a0Yeah.<\/p>\n<p><strong>Jeff Tomlin:<\/strong>\u00a0Yeah.<\/p>\n<p><strong>Chet Lovegren:<\/strong>\u00a0Yeah. Somewhere we got into this thing that the customer needs to sell to us. That\u2019s just lazy. You know what I\u2019m saying? Let\u2019s say I have a podcast. You have a podcast, right? Let\u2019s say I do some sort of service for podcasters and you come to my doorstep and I say, \u201cHey, what\u2019s got you interested in having a call today? You tell me what your problem is.\u201d That\u2019s such a low level lazy question and I can\u2019t stand it. And I hear it all the time. And it\u2019s the, well let them sell to us. Jeff, do you think you\u2019re really gonna tell me your laundry list of problems? Or even like the root cause of those actual problems if I could ask you that question? Like, I know people don\u2019t like car sales, it is what it is, but you walk into a car dealership and do you think I\u2019m gonna tell a car sales person if my car just died on me and I needed a new car? No, because I know that person\u2019s gonna run me through the mill and try to sell me with a bad payment. I\u2019m gonna walk out today with a car that I\u2019m gonna regret for the next, you know, 48 months.<\/p>\n<p><strong>Jeff Tomlin:<\/strong>\u00a0Ah, Chet, I\u2019m a busy man. I don\u2019t wanna hear that, right? I don\u2019t wanna tell the story.<\/p>\n<h2 class=\"wp-block-heading\"><strong>Demonstrate Expertise, Open with High-Level Questions, and Stack Pain Points.<\/strong><\/h2>\n<p><strong>Chet Lovegren:<\/strong>\u00a0Yeah, I\u2019m just browsing, right? So you have to demonstrate yourself as a subject matter expertise and through that, you earn trust. Well, Chet, how can I do that in a discovery call? It\u2019s easier said than done, right? So again, let\u2019s take it back to the example. You have a podcast, I have a podcast. Let\u2019s say I\u2019m selling some sort of podcast service. When you come to the call, I say, \u201cLook, Jeff, I work with a ton of podcasts hosts, I\u2019m a tenured podcast host myself. And I know that when it comes to podcasting, there are three really big challenges that we\u2019re all facing right now. Either increasing listenership, having consistent increases in listenership, or finding ways to monetize our work and our viewers. If everything in your world stayed the same, but one area had to change, what would you focus on?\u201d And now Jeff Goes, \u201cOf course, increasing listeners is important. Of course finding ways to monetize is important, but man, that middle one, not a lot of people understand there\u2019s a consistency metric to podcasting as well.\u201d It\u2019s not about just increasing our listeners, but how do I keep listeners engaged? Because there\u2019s a lot of ways to measure increased listener counts. You can look at unique listener stats, you can look at like IP addresses that track that stuff, you know what I mean? Like there\u2019s a lot of things you can look at to determine. Total downloads, that could just be another one. But it\u2019s like, how do you measure increased consistency, increased consistent engagement? And so now you go, \u201cWell, Chet is a podcast host, Chet does have a podcast, Chet knows about podcasting and how to help podcasters \u2019cause those are three really big challenges.\u201d So now you trust me, I\u2019m not just someone who\u2019s never sold to your industry before and never done your job walking in and saying, \u201cWhat\u2019s got you here today? Well, let me find a product that I can apply that to and jam it down your throat and show it to you on a demo, and then try to sell it to you without understanding anything above and beyond that.\u201d And let\u2019s say you said, \u201cChet, monetizing my podcast is a problem.\u201d That\u2019s actually not your problem. It\u2019s a pain point and it\u2019s typically a symptom of a bigger problem. There\u2019s a lot behind why you\u2019re having a hard time monetizing your podcast, if that\u2019s the answer. And we dig into that laundry list of questions and have a conversation. So that\u2019s the first tip is, you know, know, open your calls with something much more high level that demonstrates that you work with those similar titles in that industry and you understand their walk of life. And if you\u2019re new to a company and you don\u2019t understand that, go talk to CS. Go talk to your sales leader and figure out what to say. But stop asking people why are they here on the call today? It\u2019s just such a low level question and it\u2019s such absolute garbage and it really works me up that people do that.<\/p>\n<p><strong>Jeff Tomlin:<\/strong>\u00a0You know, I 100% agree. You know, one of our previous episodes, we were talking about, you know, really understanding an ideal customer profile. And if, you know, a company\u2019s doing a really good job of focusing on their ideal customers, sales executives get really good at having a repeatable conversation that they get really good at. And you know, you go and you ask me those three questions or point out those three things, \u201cHey, these are the three challenges that we see people having with podcasts.\u201d And then you got me nodding because you really know that this type of customer and you know that these are three challenges. And even if I don\u2019t agree with one of them, I\u2019m definitely nodding my head with two or you know, probably a couple of them anyways. So I mean, I completely agree with what you\u2019re saying and I like the approach. I mean, you really, you know what I heard you say, it\u2019s the path to gaining trust is to position yourself as a knowledgeable expert and add some value into the conversation instead trying to extract value from someone that doesn\u2019t really wanna give you, give you their time.<\/p>\n<p><strong>Chet Lovegren:<\/strong>\u00a0Yeah, especially with the rise of ChatGPT, people don\u2019t understand salespeople are gonna make the best prompt engineers, sorry, great salespeople are gonna make the best prompt engineers. Because that\u2019s all sales is. You\u2019re prompting someone for a response. You know, if I asked you the podcasting question and you actually had a podcast problem and you\u2019re coming to me as a consultant, you would probably say, even if I gave you those three options and you\u2019re like, \u201cWell actually getting my content back, getting high quality content back within our deadlines is actually my biggest struggle,\u201d maybe I didn\u2019t say your exact specific thing, but the reason that\u2019s good is because that\u2019s actually getting content that\u2019s high quality before a deadline isn\u2019t actually a problem, it\u2019s a pain point. People live with that all the time. I have that struggle with my own content editors sometimes. I\u2019m like, literally we\u2019re posting in two hours. Can I get this short form clip? You know what I mean? Like, I run through it myself. It\u2019s not an overarching problem though. I live with it. It\u2019s pain, right? I\u2019m not dropping everything in the at a hat to figure that out. But if I lost complete monetization of my podcast and its ability, you better believe I would put the brakes on everything else I\u2019m doing and figure out how to keep that going. Because we\u2019re releasing episodes every week, right? And we\u2019re releasing special edition episodes at the end of the month. So that is a big problem. So those three things, you know, those three things have to be the problem they can\u2019t live without. And typically, we always lead with pain. We\u2019re like, \u201cOh, you know, time to bill our clients is inefficient.\u201d Oh, you know, I sold logistics software and people used to focus on receiving ship, scan ship times. So I\u2019m like, that is such a minute thing to focus on in the grand scheme of the dollars that they\u2019re losing because of something else that\u2019s probably happening in their business, you know. We typically lead with pain because we know what product features solve certain pain points, but we need to think about the overarching problem. So you should be stacking pain points. So if monetization is your problem, there should be at least three pain points. Because what happens is, let\u2019s say each of those pain points is five grand. When we lead with a pain point, we\u2019re trying to sell a solution against a $5,000 pain point. But if you stack multiple pain points into a bigger problem, I have now three pain points that are five grand each. I\u2019m trying to solve this one $15,000 problem. Now those are very low numbers. I just use that because it\u2019s simple math. It\u2019s a lot easier than using real dollars that we probably see on a regular basis. But that\u2019s the problem is now you\u2019re selling whatever you\u2019re selling needs to solve for $15,000 a loss versus just $5,000 a loss. And that creates urgency. That\u2019s what gets people wanna get the ball rolling and that\u2019s how you stop getting ghosted from deals too.<\/p>\n<h3 class=\"wp-block-heading\"><strong>Quantify Pain, Simplify Messaging, and Focus on Actionable Basics.<\/strong><\/h3>\n<p><strong>Jeff Tomlin:<\/strong>\u00a0Yeah, so, you know, I think that there\u2019s probably\u2026 I would estimate the majority of sellers out there aren\u2019t doing a really good job at quantifying the pain like you just did. You\u2019re thinking about, yeah, this piece here is five grand, this piece here is five grand, that\u2019s five grand. And you know, that\u2019s the way you build value into the conversation. And I\u2019d say, you know, in addition to, you know, doing a poor job at the initial discovery, I imagine, or I feel anyways, because I take a lot of sales calls in my position and I think a lot of people do a poor job at quantifying and putting a dollar value on the pain that\u2019s out there.<\/p>\n<p><strong>Chet Lovegren:<\/strong>\u00a0Yeah. Yeah, I worked with the software that helps with content marketing. Basically eliminates the need for a full-time content marketer. And I was looking at like their value props and how they talk to people. And I said, this is so verbose. How much is an average content marketer cost in your market? 75 grand before benefits and all that other stuff, but just flat out 75 grand in salary? Great. And do you believe that you can turn out more content with this software than a content marketer can in a year? Oh yeah, 10x. I\u2019m like, okay, then ultimately the value of your software is $750,000, not just 75 grand because you\u2019re doing the job that 10 content marketers could do.<\/p>\n<p><strong>Jeff Tomlin:<\/strong>\u00a0Wow.<\/p>\n<p><strong>Chet Lovegren:<\/strong>\u00a0But just put it really simple to your prospects. If you can hire a content marketer for less than 60 grand a year, you don\u2019t need to have a conversation with us. And once they started doing that, boom, their pipeline went gangbusters because people are like, \u201cI can\u2019t hire a content marketer for less than 60 grand a year.\u201d This software can do everything that a content marketer would do \u2019cause that\u2019s ultimately their value prop is like, if you can go find someone to do this at this scale for less than 60 grand a year, you don\u2019t need to talk to us. But we know you can\u2019t. Usually, you\u2019re paying 75, 80, 90 grand a year and they\u2019re not even churning out as much content. And so when they show them, like the fact that they were basically getting $600,000 worth of content for 60 grand a year in software costs, people would buy it like crazy. They have like a 40% close rate on inbound. Because yeah, it\u2019s all about quantification and it makes sense. I do that in my business when I go ensuring salespeople or sales managers. Sales manager\u2019s a little tougher to quantify. There\u2019s a different way we do it, a little more tactful. When I\u2019m going to do at e-training. I\u2019m talking to sales here, say, \u201cHey, what\u2019s one deal worth to you?\u201d \u201cWell, about $40,000.\u201d \u201cOkay, and you got five AEs, right?\u201d I can guarantee, I\u2019m gonna help them win one extra deal every month, that\u2019s no sweat. But I said that\u2019s the thing is like, if I don\u2019t win you two deals from this training by the end of the year, I\u2019ll completely refund your money. Because they\u2019re gonna do it. And then there\u2019s the argument of causation and effect and all those things. But that\u2019s kind of the point is like, if you can\u2019t make at least 100 grand off of this training, then I don\u2019t have any business being in your business. But I know they\u2019re going to because the training is so affordable in comparison to that. And I have people that go through a course and in a week they\u2019re like, \u201cHey, I use your perfect world scenario and I close two deals.\u201d I\u2019m like, \u201cYeah, it\u2019s simple. It\u2019s just people are overcomplicating things, thanks to LinkedIn influencers and people that want to sell courses all day long.\u201d We try to give people too much because we feel like we need to make up for that value. I\u2019ve done some sales trainings and it\u2019s incredibly simple, but it\u2019s actionable. That\u2019s the thing that I focus on. Even though I\u2019m charging you a good amount, I don\u2019t need to create a super complicated deck and a bunch of different mind maps and flow charts and five steps to the simple sale, all that stuff. Like, it\u2019s just needs to be straightforward and we need to get back to basics and understand that there are just tiny little minute things that we can do. Even just telling people my three tips for discovery, discovery is not an interrogation, it\u2019s a conversation. Your sale is made in discovery. Your demo or presentation is a validation of the value you sold in discovery. And then if you can\u2019t let your prospect know that no is not a dirty word in discovery, you\u2019ll never hear back from them. Those are like my three things to discovery. Even when I\u2019ve just told people that in a one-on-one setting in a conversation before they go and take that mindset into calls, I\u2019ll hear back from them and they\u2019re like, \u201cLook, I told my prospect that talk track about how no is not a dirty word. Let\u2019s keep an open line of communication. I know we\u2019re gonna get busy in this evaluation,\u201d yada, yada, yada. And man, I\u2019m telling you, I have not had any deals stall for the last 30 days . And if people can\u2019t meet with me, like we\u2019re having open conversations when we reschedule, there\u2019s no showing and never calling me back. I\u2019m like, yeah, because it\u2019s simple, little tiny things and it uses human psychology and how we operate as humans instead of these super complicated, you know, quadrant matrixes to a perfect sale. Right? Oh, things just need to be simplified. We need to get back to basics because we\u2019re trying to do too much and we\u2019re losing it.<\/p>\n<h2 class=\"wp-block-heading\"><strong>Chet Highlights the Importance of Framing Costs as Savings for Clients.<\/strong><\/h2>\n<p><strong>Jeff Tomlin:<\/strong>\u00a0You know, by the way, I love the example of how you build value in the initial part of that conversation and you know, you put the price at around 60 grand in a way that they probably didn\u2019t even bat an eye at where they\u2019re nodding. And the delta between the right way to do it and the wrong way to do it is probably incredible because I imagine you take your same imaginary example and a salesperson starts out demoing a piece of software and then they get to the price after they do the demo and they tell that same person it\u2019s $500 a month which will be $6,000 a year. That process probably has a prospect going, Hmm, yeah, it\u2019s pretty expensive.<\/p>\n<p><strong>Chet Lovegren:<\/strong>\u00a0Yeah, well and in the content marketing example, that solution costs 60 grand a year. It\u2019s five grand a month. For a content marketing software. That\u2019s insane. That\u2019s a lot of money. So if you don\u2019t have that conversation ahead of time and you get to that call and yeah, you showed them a really cool demo and a really cool product, but man, five grand a month, I can\u2019t pay for that. But they don\u2019t think about, I can\u2019t pay for that. They don\u2019t think about it as them spending 60 grand. They think about it as them saving 75 grand because they don\u2019t have to go hire someone to do it. And ultimately they\u2019re paying 60, someone costs 75, they\u2019re really saving 15 grand. But in their mind they\u2019re going, \u201cI saved 75 grand because I don\u2019t have to hire someone, this can do it for me.\u201d They\u2019re not looking at the cost difference. That\u2019s just how human psychology works and we don\u2019t think about that. There\u2019s this whole thing on TikTok about types of math. There\u2019s guy math, there\u2019s girl math, whatever, right? Not to be, you know, not to be PC or offend anybody, but that\u2019s just what\u2019s going around, you know, nothing having to do with, you know, politics and stuff.<\/p>\n<p><strong>Jeff Tomlin:<\/strong>\u00a0Of course.<\/p>\n<p><strong>Chet Lovegren:<\/strong>\u00a0It\u2019s just about like, this is how guys think about math. This is how girls think about math. And it\u2019s funny because the girl math situations, when people make jokes about it, it actually is exactly how humans think. We spend 60K on something we could have spent 75K on. We don\u2019t think we\u2019re saving 15K, we think we\u2019re saving 75K. That\u2019s just how it works in software too. Now, we measure ROI, but ultimately, I\u2019m thinking I don\u2019t have to buy a content marketer for 75 grand. This does it for me. And it\u2019s more affordable, but I\u2019m not thinking about, \u201cI\u2019m still spending 60 grand versus 75.\u201d It\u2019s a weird thing about human psychology, but most people don\u2019t think about things that way or they\u2019ve never heard that before. And so they don\u2019t know how to talk about that kind of stuff. And this is why, I mean, yeah, you go to a sale and you go, \u201cThat\u2019s five grand a month,\u201d somebody\u2019s gonna freak out. They don\u2019t even pay that much for HubSpot, you know?<\/p>\n<p><strong>Jeff Tomlin:<\/strong>\u00a0No, no kidding.<\/p>\n<p><strong>Chet Lovegren:<\/strong>\u00a0Much for my CRM. But the thing is, is like, yeah, but you\u2019ll go pay 75 grand for someone to do this. The software\u2019s gonna do it for you and you\u2019re gonna save a bunch of money and it\u2019s gonna do more because it can do the work of 10 content marketers. And so now, the ROI is so much higher, the bar is set so much higher and it\u2019s like, well, I would be stupid. It\u2019s like Alex Hormozi says, \u201cGive people an offer so good they feel stupid saying no.\u201d I love that.<\/p>\n<p><strong>Jeff Tomlin:<\/strong>\u00a0Yeah.<\/p>\n<p><strong>Chet Lovegren:<\/strong>\u00a0That is so awesome. \u2018Cause we don\u2019t think about that enough.<\/p>\n<p><strong>Jeff Tomlin:<\/strong>\u00a0What a flip.<\/p>\n<p><strong>Chet Lovegren:<\/strong>\u00a0And that\u2019s such a great way to think about it. Yeah. Make them feel stupid saying no. You\u2019d have to be stupid to say no.<\/p>\n<h3 class=\"wp-block-heading\"><strong>Founders Must Avoid Rapid Changes and Utilize Fake Door Tests Cautiously.<\/strong><\/h3>\n<p><strong>Jeff Tomlin:<\/strong>\u00a0What a great way of thinking about it. Man, like, so I could pick your brain like forever on this type of stuff. This is gold. I wanted to get to one thing though to ask you about you know, you work with a lot of startup companies and I wanted to ask you about, you know, common mistakes that you see people make in the early stages of their company. So you\u2019re just trying to build out the, you know, the value proposition for a, for a new product to service. You\u2019re in the early stages. You haven\u2019t built out you know, repeatability in your sales systems. What are some of those like problems that you see, you know, earlier stage companies making when they\u2019re building out their go-to market?<\/p>\n<p><strong>Chet Lovegren:\u00a0<\/strong>This is an interesting one because you have to be adaptable to change and you have to move with your market. I think I heard that Shopify actually started as like a snowboard e-commerce website, you know?<\/p>\n<p><strong>Jeff Tomlin:<\/strong>\u00a0Yeah.<\/p>\n<p><strong>Chet Lovegren:\u00a0<\/strong>And now look at them. But so like pivots are good, but I think especially with startups early on, if founders don\u2019t get quick results, they think they\u2019re something\u2019s wrong and then they\u2019ll go spend all this time building a change. Be steadfast in what you\u2019re doing. And if you feel a change might be necessary because of a pivot you might need to make or a product you might need to tinker with, implement a fake door test. You familiar with the fake door test?<\/p>\n<p><strong>Jeff Tomlin:<\/strong>\u00a0Yeah.<\/p>\n<p><strong>Chet Lovegren:<\/strong>\u00a0Listeners might not be either, but it\u2019s set up a door and see how many people line up in front of it. With nothing on the other end. Don\u2019t build a room on the other end. Don\u2019t spend all this time building a room for five people. Put up a door and see how many people line up to go to the other end of the wall before you decide if you wanna take the time to build a room. And it\u2019s actually a lot more common now once I started thinking about things in this fake door test way, because I started even seeing massive software players send me emails going, \u201cSign up on our wait list to be a beta customer for this product feature.\u201d And I\u2019m like, that\u2019s really interesting, but it makes sense. We\u2019re not gonna go spend three months in product building out this product feature if only 1% of our customer base ends up using it. We want 10% of our customer base to say, \u201cYes, I want access.\u201d And then we\u2019ll go build it. And well we figure that, you know, 5% are actually gonna adopt it. And so for founders, stay steady in your decision on what you\u2019re doing. Don\u2019t just change your whole sales motion because you heard a really cool podcast or you watched an awesome TED Talk. If you feel a change needs to be made based on data and you want to implement something, run a fake door test on a very small sample size just to see how things work. But I see that all the time. Founders read a book or they see a TED Talk or listen to a podcast and they go idea, and they\u2019re so agile because they are a startup. They wanna go make a million changes. And that just tanks their revenue. I saw it at Pavilion. Oh, SDRs are a great target market for what we do. Worst month they ever had was the month they tried to launch their SDR focused product, just didn\u2019t work. And I called it. I said, \u201cNobody\u2019s gonna do this. Nobody\u2019s gonna pay that price point. This isn\u2019t gonna provide value. SDRs don\u2019t engage on this kinda level. This isn\u2019t important to them. This isn\u2019t what they do. They\u2019re not gonna spend time outside of work getting better at their job. That\u2019s just not what they do in most cases.\u201d Some do. Those are the ones that become successful account executives, but most of them don\u2019t. So when you talk about a product that needs masses in order to make it profitable, you\u2019re launching a dud here. And they did. And even in a leadership meeting, you know, Sam Jacobs says, \u201cChet, I should have listened to you. You were totally right.: And I was like, \u201cYeah, I\u2019ve only led SDRs for, you know, God knows how long.\u201d And been on the forefront of sales development for a long time at that point in my career. And it happens, but just because you can be agile doesn\u2019t mean you need to be. Settle down a little bit. Let\u2019s understand what\u2019s behind the big red button before we push it and let\u2019s maybe do a fake door test to see what demand looks like when we wanna make a pivot.<\/p>\n<h2 class=\"wp-block-heading\"><strong>Master Discovery because Sales Success is Rooted in Understanding and Curiosity.<\/strong><\/h2>\n<p><strong>Jeff Tomlin:<\/strong>\u00a0By the way, I love the consistency and the wisdom that\u2019s coming out of a couple of our recent conversations. And so, you know, I like your example here of the door test because I mean, you\u2019re describing a really agile approach to doing things. And I was just having a conversation with John Rossman, the author of \u201cThe Amazon Way.\u201d And he was talking about the same thing that you\u2019re talking about right now too, about, you know, the definition of agility is like de-risking your decisions. And so if you\u2019ve got a hypothesis about something, you know, figure out how you can go and test that way in the most cost effective way the quickest. And so, and like I said, I love the consistency in the wisdom that\u2019s coming out of a couple of our chats here. So it makes a ton of sense. Boy, you know, I could keep talking for a long time with you about this stuff. I wanna be mindful of your time. If you had a couple of takeaways that you wanted to leave the audience with, what would they be?<\/p>\n<p><strong>Chet Lovegren:<\/strong>\u00a0Number one, you\u2019re probably not as good at discovery as you think. So find ways to get better. Your sale is made in discovery. Everything is just a validation or a follow up after that. An old Selzer told me that years ago and I see it to this day. Every time I walk out of a discovery call, I know if that deal\u2019s gonna close or not. And there are times where I walk out and I go, \u201cThat sucked. That\u2019s not going anywhere.\u201d And you know, we lose touch, deal doesn\u2019t go anywhere, can\u2019t even reengage it after 90 days. Nothing, it has no traction. Maybe once in a blue moon, I\u2019ll walk out of a deal where I\u2019m like, \u201cThat\u2019s going to be a big one.\u201d And it might take a little longer. It might close at less dollars, but it\u2019s still closes. It\u2019s like a Dave Portnoy\u2019s pizza reviews. Anytime he does one, I literally, like, I just watch his facial expressions and the way he talks about it and my wife thinks it\u2019s unreal. I\u2019m not even kidding you. Every time we watch one I say, \u201cHe\u2019s gonna say seven, eight.\u201d And then he goes, \u201cI\u2019m gonna give this a seven seven.\u201d I\u2019m always .2 away from his score. It\u2019s unreal. I have like an amazing track record with pre-cognition for what his pizza review is gonna be. It\u2019s the same way in my discovery calls. I think there\u2019s maybe I could probably put my finger on two deals that I was wrong about in the last five years where I walked away and I said, \u201cEither that is gonna close or that isn\u2019t gonna close,\u201d and it did the opposite. But 99% of the time, I know if something\u2019s gonna close or not and what the deal\u2019s gonna be like just based on what happens in discovery. So discovery should be simplified. People live with pain but they will solve problems. So find a way to take a bunch of pain points and wrap them into a big hairy problem. And make sure your discovery calls are a conversation, not an interrogation. You\u2019re not shining a light on them in handcuffs asking where they were the night of the murder. You\u2019re on the other end of the table opening up their books, looking at their business and helping them make better decisions. And trying to understand why they\u2019ve made the decision they have made so far and if they impact them. Because ultimately, also people won\u2019t make a change unless they recognize they\u2019re doing the wrong thing and they need to change. So that\u2019s a little Keenan gap selling wisdom for you to check that book out, that\u2019s great. But that\u2019s a ultimate reality. It\u2019s not just enough to show people they have a problem, but you have to gain an agreement that they actually wanna change and that they\u2019re ready to do it right now. But your sales is made in discovery. So you need to have a really good discovery process and it\u2019s gonna be the foundation of anything you do in life moving forward. The better I got at discovery, the better I got at everything. It just develops natural curiosity. So you know, when I wanted to better my health, I got this natural curiosity and found a lot of innovative, interesting solutions and practices and things I could attempt to, you know, accelerate the benefits of living a healthier lifestyle. And I wanna be a better father, be a better husband, same exact thing. You just develop this natural curiosity when you become better at discovery. So anytime you go into discovery with anything you do in life, you just perform better. So get better at discovery. It\u2019s the foundational principle to sales and I think it\u2019s very overlooked. We think it\u2019s a box checking exercise, answer bant and walk away. It\u2019s so much more than that.<\/p>\n<h3 class=\"wp-block-heading\"><strong>Connect with Chet on LinkedIn to Explore Resources and Programs.<\/strong><\/h3>\n<p><strong>Jeff Tomlin:<\/strong>\u00a0Probably doesn\u2019t help being a fantastic storyteller too. Chet Lovegren, it\u2019s been an absolute pleasure chatting with you here on the \u201cConquer Local\u201d podcast. I wanna say thanks for taking some of the time outta your busy day to join us here. If people wanted to get ahold of you and continue the conversation, how do they reach out to you?<\/p>\n<p><strong>Chet Lovegren:<\/strong>\u00a0Well this has been a great conversation and thanks for rescheduling. I was a little under the weather last time we were supposed to chat, so thank you for your empathy and understanding. If you wanna connect with me, LinkedIn is a great place to do that. I\u2019ve got a link to all my resources on my website. I have tons of free resources like everybody and their mother. I also have a newsletter, so if that interests you, we try to make it bite-sized business and sales acumen content in less than three minutes of reading time. So that\u2019s your thing that\u2019s there as well. I have a couple programs, they\u2019re not courses, they\u2019re actually designed to be a hybrid of instructor-led training and communication and community for frontline sellers. We have one that helps SDRs turn into account executives in less than 12 months. And we have an AE academy as well that are available to people if you\u2019re interested. But all that stuff is on my LinkedIn, just look me up. Chet Lovegren. L-O-V-E-G-R-E-N.<\/p>\n<p><strong>Jeff Tomlin:<\/strong>\u00a0Love it. It\u2019s been an absolute pleasure and hope you\u2019ll come back and join us another time on the podcast and give us an update and we can go down some other paths and pick your brain across the myriad of topics that we could talk about in the sales world. Thanks again, and I hope you stay well.<\/p>\n<p><strong>Chet Lovegren:<\/strong>\u00a0Yeah. Yeah, I\u2019m gonna have to fly up to Northeast Canada and get in that awesome studio you got there. We\u2019ll have to do it in person.<\/p>\n<p><strong>Jeff Tomlin:<\/strong>\u00a0Hey, Hey, I\u2019m all in, all in. Have a good one, my friend.<\/p>\n<p><strong>Chet Lovegren:<\/strong>\u00a0You too, Jeff. Thank you.<\/p>\n<h2 class=\"wp-block-heading\"><strong>Conclusion<\/strong><\/h2>\n<p><strong>Jeff Tomlin:\u00a0<\/strong>Well, there\u2019s a guy who knows what he\u2019s talking about! So many valuable insights to take away. I appreciate the emphasis on Mastering Discovery calls for Sales Success. Continuous improvement in discovery calls is key for any sales professional. The idea of simplifying discovery into a genuine conversation, rather than an interrogation, truly resonates with me. By uncovering pain and getting a prospect nodding along the way, makes for a productive interaction.<\/p>\n<p>Now, let\u2019s delve into the second takeaway which is Strategic Adaptability and Effective Pivoting. Chet shared some golden nuggets on staying agile and adaptable, especially for startups. I loved the example of implementing a \u201cfake door\u201d test to assess market demand before diving into full-scale development. And of course, the reminder that strategic pivoting can be incredibly valuable. It\u2019s a call to embrace change based on insights and results gained along the way.<\/p>\n<p>If you\u2019ve enjoyed\u00a0<strong>Chet\u2019s<\/strong>\u00a0episode discussing\u00a0<strong>Sales<\/strong>, keep the conversation going and revisit some of our older episodes from the archives: Check out\u00a0<strong>Episode 633: Transforming Sales Coaching with AI<\/strong>\u00a0with\u00a0<strong>Michael Miranda<\/strong>\u00a0or\u00a0<strong>Episode 628: How to Craft Successful Cold Emails\u00a0<\/strong>with<strong>\u00a0Frank Sondors.<\/strong><\/p>\n<p>Until next time, I\u2019m Jeff Tomlin. Get out there and be awesome!<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>January 24, 2024 Join us as we kick off Season 7 of the\u00a0Conquer Local podcast\u00a0with an insightful episode featuring\u00a0Chet Lovegren.\u00a0 With over a decade of sales and sales leadership experience, Chet is the creator of\u00a0The Sales Doctor, where he challenges companies to take a holistic look at their revenue strategy. In this episode, he shares [&hellip;]<\/p>\n","protected":false},"author":161,"featured_media":23396265,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[1864],"tags":[],"class_list":["post-23396262","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-podcasts"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.4 (Yoast SEO v26.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Sales Doctor: Strategies for Hundred Million Success<\/title>\n<meta name=\"description\" content=\"Chet Lovegren (The Sales Doctor) reveals how to master discovery calls, demonstrate expertise, and secure over $100M in sales by treating diagnosis as malpractice (Ep. 701).\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.vendasta.com\/blog\/the-sales-doctors-prescription-for-100m-success\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"701: The Sales Doctor\u2019s Prescription for $100M Success | Chet Lovegren\" \/>\n<meta property=\"og:description\" content=\"Chet Lovegren (The Sales Doctor) reveals how to master discovery calls, demonstrate expertise, and secure over $100M in sales by treating diagnosis as malpractice (Ep. 701).\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.vendasta.com\/blog\/the-sales-doctors-prescription-for-100m-success\/\" \/>\n<meta property=\"og:site_name\" content=\"Vendasta Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/vendasta\" \/>\n<meta property=\"article:published_time\" content=\"2024-01-24T21:59:45+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-01-09T21:56:13+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.vendasta.com\/blog\/wp-content\/uploads\/sites\/6\/2025\/11\/701-Podcast-Hero-1374x858-1-1080x674-1.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1080\" \/>\n\t<meta property=\"og:image:height\" content=\"674\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"Jeff Tomlin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@vendasta\" \/>\n<meta name=\"twitter:site\" content=\"@vendasta\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jeff Tomlin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"31 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":[\"Article\",\"BlogPosting\"],\"@id\":\"https:\/\/www.vendasta.com\/blog\/the-sales-doctors-prescription-for-100m-success\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.vendasta.com\/blog\/the-sales-doctors-prescription-for-100m-success\/\"},\"author\":{\"name\":\"Jeff Tomlin\",\"@id\":\"https:\/\/www.vendasta.com\/blog\/#\/schema\/person\/2c55210741d519009d79295c57df75eb\"},\"headline\":\"701: The Sales Doctor\u2019s Prescription for $100M Success | Chet Lovegren\",\"datePublished\":\"2024-01-24T21:59:45+00:00\",\"dateModified\":\"2026-01-09T21:56:13+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.vendasta.com\/blog\/the-sales-doctors-prescription-for-100m-success\/\"},\"wordCount\":7425,\"publisher\":{\"@id\":\"https:\/\/www.vendasta.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.vendasta.com\/blog\/the-sales-doctors-prescription-for-100m-success\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.vendasta.com\/blog\/wp-content\/uploads\/sites\/6\/2025\/11\/701-Podcast-Hero-1374x858-1-1080x674-1.webp\",\"articleSection\":[\"Podcasts\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.vendasta.com\/blog\/the-sales-doctors-prescription-for-100m-success\/\",\"url\":\"https:\/\/www.vendasta.com\/blog\/the-sales-doctors-prescription-for-100m-success\/\",\"name\":\"The Sales Doctor: Strategies for Hundred Million Success\",\"isPartOf\":{\"@id\":\"https:\/\/www.vendasta.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.vendasta.com\/blog\/the-sales-doctors-prescription-for-100m-success\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.vendasta.com\/blog\/the-sales-doctors-prescription-for-100m-success\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.vendasta.com\/blog\/wp-content\/uploads\/sites\/6\/2025\/11\/701-Podcast-Hero-1374x858-1-1080x674-1.webp\",\"datePublished\":\"2024-01-24T21:59:45+00:00\",\"dateModified\":\"2026-01-09T21:56:13+00:00\",\"description\":\"Chet Lovegren (The Sales Doctor) reveals how to master discovery calls, demonstrate expertise, and secure over $100M in sales by treating diagnosis as malpractice (Ep. 701).\",\"breadcrumb\":{\"@id\":\"https:\/\/www.vendasta.com\/blog\/the-sales-doctors-prescription-for-100m-success\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.vendasta.com\/blog\/the-sales-doctors-prescription-for-100m-success\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.vendasta.com\/blog\/the-sales-doctors-prescription-for-100m-success\/#primaryimage\",\"url\":\"https:\/\/www.vendasta.com\/blog\/wp-content\/uploads\/sites\/6\/2025\/11\/701-Podcast-Hero-1374x858-1-1080x674-1.webp\",\"contentUrl\":\"https:\/\/www.vendasta.com\/blog\/wp-content\/uploads\/sites\/6\/2025\/11\/701-Podcast-Hero-1374x858-1-1080x674-1.webp\",\"width\":1080,\"height\":674,\"caption\":\"Episode 701, Vendasta Conquer Local Podcast with Chet Lovegren\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.vendasta.com\/blog\/the-sales-doctors-prescription-for-100m-success\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Vendasta\",\"item\":\"https:\/\/www.vendasta.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Blog\",\"item\":\"https:\/\/www.vendasta.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"701: The Sales Doctor\u2019s Prescription for $100M Success | Chet Lovegren\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.vendasta.com\/blog\/#website\",\"url\":\"https:\/\/www.vendasta.com\/blog\/\",\"name\":\"Vendasta Blog\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/www.vendasta.com\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.vendasta.com\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.vendasta.com\/blog\/#organization\",\"name\":\"Vendasta\",\"url\":\"https:\/\/www.vendasta.com\/blog\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.vendasta.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.vendasta.com\/blog\/wp-content\/uploads\/sites\/6\/2026\/04\/vendasta-icon-transp.png\",\"contentUrl\":\"https:\/\/www.vendasta.com\/blog\/wp-content\/uploads\/sites\/6\/2026\/04\/vendasta-icon-transp.png\",\"width\":715,\"height\":715,\"caption\":\"Vendasta\"},\"image\":{\"@id\":\"https:\/\/www.vendasta.com\/blog\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/vendasta\",\"https:\/\/x.com\/vendasta\",\"https:\/\/www.instagram.com\/vendasta\/\",\"https:\/\/www.linkedin.com\/company\/vendasta\/\"],\"description\":\"Vendasta is an AI customer acquisition and engagement platform.\",\"email\":\"marketing@vendasta.com\",\"legalName\":\"Vendasta Technologies Limited\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.vendasta.com\/blog\/#\/schema\/person\/2c55210741d519009d79295c57df75eb\",\"name\":\"Jeff Tomlin\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.vendasta.com\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/b74fbb495f9aba425be9fccca4a6ad313285fae5ab7c4ece3b3771213595632e?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/b74fbb495f9aba425be9fccca4a6ad313285fae5ab7c4ece3b3771213595632e?s=96&d=mm&r=g\",\"caption\":\"Jeff Tomlin\"},\"description\":\"Jeff Tomlin, co-founder of Vendasta, is a marketing visionary with over two decades of experience. He has helped grow several companies through strategic leadership and digital expertise. Before Vendasta, he worked at Point2, where he grew a real estate platform to serve over 165,000 agents globally. Tomlin holds a bachelor\u2019s degree in economics from the University of Saskatchewan.\",\"url\":\"https:\/\/www.vendasta.com\/blog\/author\/jtomlin\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"The Sales Doctor: Strategies for Hundred Million Success","description":"Chet Lovegren (The Sales Doctor) reveals how to master discovery calls, demonstrate expertise, and secure over $100M in sales by treating diagnosis as malpractice (Ep. 701).","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.vendasta.com\/blog\/the-sales-doctors-prescription-for-100m-success\/","og_locale":"en_US","og_type":"article","og_title":"701: The Sales Doctor\u2019s Prescription for $100M Success | Chet Lovegren","og_description":"Chet Lovegren (The Sales Doctor) reveals how to master discovery calls, demonstrate expertise, and secure over $100M in sales by treating diagnosis as malpractice (Ep. 701).","og_url":"https:\/\/www.vendasta.com\/blog\/the-sales-doctors-prescription-for-100m-success\/","og_site_name":"Vendasta Blog","article_publisher":"https:\/\/www.facebook.com\/vendasta","article_published_time":"2024-01-24T21:59:45+00:00","article_modified_time":"2026-01-09T21:56:13+00:00","og_image":[{"width":1080,"height":674,"url":"https:\/\/www.vendasta.com\/blog\/wp-content\/uploads\/sites\/6\/2025\/11\/701-Podcast-Hero-1374x858-1-1080x674-1.webp","type":"image\/webp"}],"author":"Jeff Tomlin","twitter_card":"summary_large_image","twitter_creator":"@vendasta","twitter_site":"@vendasta","twitter_misc":{"Written by":"Jeff Tomlin","Est. reading time":"31 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":["Article","BlogPosting"],"@id":"https:\/\/www.vendasta.com\/blog\/the-sales-doctors-prescription-for-100m-success\/#article","isPartOf":{"@id":"https:\/\/www.vendasta.com\/blog\/the-sales-doctors-prescription-for-100m-success\/"},"author":{"name":"Jeff Tomlin","@id":"https:\/\/www.vendasta.com\/blog\/#\/schema\/person\/2c55210741d519009d79295c57df75eb"},"headline":"701: The Sales Doctor\u2019s Prescription for $100M Success | Chet Lovegren","datePublished":"2024-01-24T21:59:45+00:00","dateModified":"2026-01-09T21:56:13+00:00","mainEntityOfPage":{"@id":"https:\/\/www.vendasta.com\/blog\/the-sales-doctors-prescription-for-100m-success\/"},"wordCount":7425,"publisher":{"@id":"https:\/\/www.vendasta.com\/blog\/#organization"},"image":{"@id":"https:\/\/www.vendasta.com\/blog\/the-sales-doctors-prescription-for-100m-success\/#primaryimage"},"thumbnailUrl":"https:\/\/www.vendasta.com\/blog\/wp-content\/uploads\/sites\/6\/2025\/11\/701-Podcast-Hero-1374x858-1-1080x674-1.webp","articleSection":["Podcasts"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.vendasta.com\/blog\/the-sales-doctors-prescription-for-100m-success\/","url":"https:\/\/www.vendasta.com\/blog\/the-sales-doctors-prescription-for-100m-success\/","name":"The Sales Doctor: Strategies for Hundred Million Success","isPartOf":{"@id":"https:\/\/www.vendasta.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.vendasta.com\/blog\/the-sales-doctors-prescription-for-100m-success\/#primaryimage"},"image":{"@id":"https:\/\/www.vendasta.com\/blog\/the-sales-doctors-prescription-for-100m-success\/#primaryimage"},"thumbnailUrl":"https:\/\/www.vendasta.com\/blog\/wp-content\/uploads\/sites\/6\/2025\/11\/701-Podcast-Hero-1374x858-1-1080x674-1.webp","datePublished":"2024-01-24T21:59:45+00:00","dateModified":"2026-01-09T21:56:13+00:00","description":"Chet Lovegren (The Sales Doctor) reveals how to master discovery calls, demonstrate expertise, and secure over $100M in sales by treating diagnosis as malpractice (Ep. 701).","breadcrumb":{"@id":"https:\/\/www.vendasta.com\/blog\/the-sales-doctors-prescription-for-100m-success\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.vendasta.com\/blog\/the-sales-doctors-prescription-for-100m-success\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.vendasta.com\/blog\/the-sales-doctors-prescription-for-100m-success\/#primaryimage","url":"https:\/\/www.vendasta.com\/blog\/wp-content\/uploads\/sites\/6\/2025\/11\/701-Podcast-Hero-1374x858-1-1080x674-1.webp","contentUrl":"https:\/\/www.vendasta.com\/blog\/wp-content\/uploads\/sites\/6\/2025\/11\/701-Podcast-Hero-1374x858-1-1080x674-1.webp","width":1080,"height":674,"caption":"Episode 701, Vendasta Conquer Local Podcast with Chet Lovegren"},{"@type":"BreadcrumbList","@id":"https:\/\/www.vendasta.com\/blog\/the-sales-doctors-prescription-for-100m-success\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Vendasta","item":"https:\/\/www.vendasta.com\/"},{"@type":"ListItem","position":2,"name":"Blog","item":"https:\/\/www.vendasta.com\/blog\/"},{"@type":"ListItem","position":3,"name":"701: The Sales Doctor\u2019s Prescription for $100M Success | Chet Lovegren"}]},{"@type":"WebSite","@id":"https:\/\/www.vendasta.com\/blog\/#website","url":"https:\/\/www.vendasta.com\/blog\/","name":"Vendasta Blog","description":"","publisher":{"@id":"https:\/\/www.vendasta.com\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.vendasta.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.vendasta.com\/blog\/#organization","name":"Vendasta","url":"https:\/\/www.vendasta.com\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.vendasta.com\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/www.vendasta.com\/blog\/wp-content\/uploads\/sites\/6\/2026\/04\/vendasta-icon-transp.png","contentUrl":"https:\/\/www.vendasta.com\/blog\/wp-content\/uploads\/sites\/6\/2026\/04\/vendasta-icon-transp.png","width":715,"height":715,"caption":"Vendasta"},"image":{"@id":"https:\/\/www.vendasta.com\/blog\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/vendasta","https:\/\/x.com\/vendasta","https:\/\/www.instagram.com\/vendasta\/","https:\/\/www.linkedin.com\/company\/vendasta\/"],"description":"Vendasta is an AI customer acquisition and engagement platform.","email":"marketing@vendasta.com","legalName":"Vendasta Technologies Limited"},{"@type":"Person","@id":"https:\/\/www.vendasta.com\/blog\/#\/schema\/person\/2c55210741d519009d79295c57df75eb","name":"Jeff Tomlin","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.vendasta.com\/blog\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/b74fbb495f9aba425be9fccca4a6ad313285fae5ab7c4ece3b3771213595632e?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/b74fbb495f9aba425be9fccca4a6ad313285fae5ab7c4ece3b3771213595632e?s=96&d=mm&r=g","caption":"Jeff Tomlin"},"description":"Jeff Tomlin, co-founder of Vendasta, is a marketing visionary with over two decades of experience. He has helped grow several companies through strategic leadership and digital expertise. Before Vendasta, he worked at Point2, where he grew a real estate platform to serve over 165,000 agents globally. Tomlin holds a bachelor\u2019s degree in economics from the University of Saskatchewan.","url":"https:\/\/www.vendasta.com\/blog\/author\/jtomlin\/"}]}},"_links":{"self":[{"href":"https:\/\/www.vendasta.com\/blog\/wp-json\/wp\/v2\/posts\/23396262","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vendasta.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vendasta.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vendasta.com\/blog\/wp-json\/wp\/v2\/users\/161"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vendasta.com\/blog\/wp-json\/wp\/v2\/comments?post=23396262"}],"version-history":[{"count":5,"href":"https:\/\/www.vendasta.com\/blog\/wp-json\/wp\/v2\/posts\/23396262\/revisions"}],"predecessor-version":[{"id":23396286,"href":"https:\/\/www.vendasta.com\/blog\/wp-json\/wp\/v2\/posts\/23396262\/revisions\/23396286"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.vendasta.com\/blog\/wp-json\/wp\/v2\/media\/23396265"}],"wp:attachment":[{"href":"https:\/\/www.vendasta.com\/blog\/wp-json\/wp\/v2\/media?parent=23396262"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vendasta.com\/blog\/wp-json\/wp\/v2\/categories?post=23396262"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vendasta.com\/blog\/wp-json\/wp\/v2\/tags?post=23396262"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}