Pod Insights Financial Freedom Podcast with Dr. Christopher H. Loo, MD-PhD 🎬 Why Your Sales Team Isn’t Performing (And How to Fix It) | Jorge Chavez About this episode To book a PREMIUM spot on the Podcast: https://www.drchrisloomdphd.com/_paylink/AZpgR_7fBook a 1-on-1 coaching call: https://www.drchrisloomdphd.com/booking-calendar/introductory-session Subscribe to our email list: https://financial-freedom-podcast-with-dr-loo.kit.com/email [email protected] with "Podcast freebie" to book a coveted FREE guest spot on the show. Disclaimer: Not advice. Educational purposes only. Not an endorsement for or against. Results not vetted. Views of the guests do not represent those of the host or show. 🧾 Sales training for business owners is broken — and in this episode, Jorge Chavez reveals why most sales teams struggle with trust, poor hiring, and inconsistent performance… and how to fix it. If you're a business owner, leader, or entrepreneur trying to improve revenue, close more deals, or build a high-performing sales team, this conversation will challenge everything you think you know about selling. Jorge Chavez, founder of Topaz Sales Consulting, shares a powerful shift: sales isn’t about closing — it’s about building trust and uncovering the truth. Inside this episode, you’ll learn how to rethink your entire approach to sales — from hiring and leadership to conversations and culture.🚀 What You’ll LearnWhy traditional sales techniques fail (and destroy trust)How sales leadership training impacts team performanceThe right sales hiring process to identify top performersHow to build a high performing sales team that actually convertsWhy most teams struggle with sales team performanceHow to improve your sales conversion rate without “selling harder”The role of sales coaching for leaders in driving resultsA better approach to how to hire salespeople who can actually sell🎯 Who This Is For:Business owners frustrated with inconsistent revenueLeaders struggling to manage or motivate sales teamsEntrepreneurs tired of chasing leads that don’t convertAnyone looking to improve sales performance without being pushy💡 The Big InsightMost salespeople are trained to sell…But buyers are trying to solve problems. That disconnect is costing you deals, time, and trust. This episode shows you how to fix it — by shifting from persuasion to understanding.⏱️ TIMESTAMPS (19:21)00:00 – The real reason your sales team isn’t performing01:00 – Meet Jorge Chavez & Topaz Sales Consulting02:10 – Why traditional sales techniques fail04:30 – Sales as a byproduct of trust06:00 – How to retrain sales teams (mindset shift)08:30 – Midroll: leverage vs complexity09:00 – Case study: scaling from $14M to $200M11:30 – How to hire salespeople who actually perform15:30 – Biggest mistake sales leaders make17:00 – “You get what you tolerate” (culture insight)18:00 – How to connect + final thoughts18:30 – Outro: leverage & business structure🔥 Why This MattersIf your sales team:Struggles to close dealsWastes time on bad prospectsLacks consistencyYou don’t have a sales problem…You have a trust, hiring, and leadership problem. And this episode shows you exactly how to fix it.🔥 Hashtags#SalesTraining #SalesLeadership #SalesTeam #BusinessGrowth #Entrepreneurship #SalesCoaching #LeadershipDevelopment #RevenueGrowthFinancial Freedom for Physicians, Copyright 2026
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1:55 Speaker 04 LinkedIn is pretty amazing at helping you grow your small business. We cannot stop your new clients from emailing you at 3 a.m.
2:04 Speaker 05 We can help you sell, market, and hire in one place. We cannot help you be in three places at once. And while we can't help you organize your calendar, LinkedIn can help you land more clients so you have a calendar to organize. Grow your small business on LinkedIn. Learn more at LinkedIn.com/smallbusiness.
2:26 Speaker 06 I'm proud to announce that today's episode is brought to you by Gelt, which you'll hear about later on in the episode and in the show notes.
2:35 Speaker 06 Most business owners don't have a sales problem. They have a trust problem, they just don't know it yet. Think about it, you've got a solid product, you've got a capable team, maybe you've even invested in training, scripts, new hires, and yet, revenue feels inconsistent, deals drag out, prospects ghost you, and your team keeps saying, "We just need more leads." But what if the problem isn't your leads? What if how you're approaching the conversation? Because here's the uncomfortable truth. Most salespeople are trained to sell, while most buyers are trying to just solve a problem. And that disconnect, it's costing you deals, time, and trust every single day. So in this episode with Jorge Chavez, you're going to hear a completely different way to think about sales.
3:20 Speaker 06 Not as persuasion, not as closing, but as something much simpler and much more powerful. You'll learn why the best salespeople don't chase "yes", why "no" can actually be a win, and how shifting just one mindset can transform your entire sales culture. If you've ever felt like your team should be performing at a higher level or you're tired of unpredictable results, this conversation might completely change how you think about sales. So let's get into the episode.
3:49 Speaker 06 Welcome to another recording of the Financial Freedom Podcast. Today's guest is Jorge Chavez from Topaz Sales Consulting. We are going to talk about how he transforms the way the world hires, trains, and salespeople. George, welcome.
4:04 Speaker 07 Thank you, Chris. I'm excited to be here. Hello, everybody, wherever you are. Thanks for tuning in.
4:10 Speaker 06 Before we dive into the questions, what is Topaz Sales?
4:13 Speaker 07 Topaz Sales, we're changing the way the world perceives values and trains salespeople. People that have gone through the training and coaching we provide are actually the salespeople. They are a joy to be. If you've been around a lot of salespeople, that might be humorous and be like, wow, really? How do you do that? So, we work with business owners. When you talk about your audience, if they're affluent business owners, decision makers, leaders in the business, that's our market. Those are our clients. We help them, their sales team, sell more products and services, hire better. So, hire salespeople, hiring sales leaders. It's a whole different animal when you're hiring a salesperson as opposed to any other role you're hiring.
4:56 Speaker 07 And responsibly lead a high-performing sales team. Having sales leaders that know how to coach, motivate, hold people accountable, manage pipelines. We train companies to have those competence so they can build a revenue generating machine.
5:10 Speaker 06 How did you start Topaz Sales?
5:12 Speaker 07 Most of my life, I've been in sales, been a business owner for 25 years. Started Topaz 10 years ago after doing it as an independent consultant. I felt what I was doing was having such an impact that I didn't want to do it as an independent consultant. I felt that I wanted to help serve more people. I wanted to build a great business for a greater purpose. My wife is a co-founder with me. We've been building Topaz for over 10 years now. We have sales consultants on our team who, our goal is to help replicate the client experience. Not replicate what I've done, but replicate how we work with others, that they have the same experience as if they worked with someone else from our team.
5:53 Speaker 06 Why do traditional sales techniques fail?
5:57 Speaker 07 I spent all day with salespeople. Most people don't trust salespeople. When you dig a little deeper, you wonder, why don't I trust salespeople? The reason is because salespeople are trying to sell something, buyers are trying to solve a problem. There's misalignment from the beginning. What we do and believe is, rather than sales being the goal, it can't be the goal. Because then you're going to be like a traditional salesperson and you're going to create distrust. We change the mindset of a salesperson where sales isn't the goal. It's a byproduct of building trusting relationships with everyone you speak to. Asking questions and getting to the truth. We love yeses, we love nos, but we really want the truth.
6:41 Speaker 07 We would rather the ugly truth than a pretty lie. We value our time in the buyer's time. Our agenda is to build trust, ask questions, qualify to see if there's a good mutual fit. Our hope is to help them make an informed decision, solving the right problem, buying the right product or service from the right company. That is our goal. The result is we sell a lot. We transform how people, salespeople think. We completely put the buyer at the center. We make it all about the buyer. We ask questions, we listen and we learn. Sales is a byproduct, it's not the goal. In traditional sales, it's the goal. In that world, it hurts trust. People buy from people they trust. To sell more, we focus on relationships and trust.
7:24 Speaker 06 How do you train salespeople to do this when they've been taught something entirely different?
7:31 Speaker 07 That's a great question. One thing we don't do is convince people to do it this way. Our client is the business owner and the business owner has to completely buy in the fact that they would like to have a company with a culture of curiosity and responsibility. It starts at the top. If the owner just wants people to get out there and sell it, one and done, go sell something, whatever it takes, they would not be a good fit for us. But if they want to build long-lasting, trusting relationships and they want a high-performing sales team and they would prefer people asking questions and listening than talking, telling and assuming, and they want people to value their time and get to the no,
8:14 Speaker 07 if it's not a good mutual fit as quickly as possible versus wasting time with people that will never buy, then we would be a good fit. It all starts with the top and if the top, the owner in the leadership, believe and want a culture of that responsibility and curiosity, then they will.
8:33 Speaker 07 Make it clear to their team that the path forward to be successful in the company is they have one sales philosophy, one process, a common language followed by all, but starts at the top. Once they agree and we agree it's a good mutual fit, then when we engage with the sales, many of them have traditional selling mindset. There's so many books out there, overcome objections. Why do you give them something to object to? The people that believe you have to ask for an order to be successful in sales, have you ever won sales where you didn't have to ask for the order? Are you making assumptions when you ask for the order, like they're ready to buy? There's danger in that. When we meet with the sales team and they have all sorts of thinking of backgrounds, all the books they read, all
9:17 Speaker 07 the things they heard, we would ask questions to find out, tell us more about how you sell, how that works for you, what are some of the challenges you encounter? With our expertise, we help them discover, maybe there's a better way. They'll start to realize, wow, I never thought of sales that way. Tell me more. They start getting interested. There are things that are falling short, things they'd like to do better, but they don't know how. Now that we have their attention, we start to get their buy-in. Ultimately, they start to realize, wow, I'm glad I'm here. I've been leaving millions on the table by wasting time and making assumptions. Everybody moves forward over time. The buy-in starts at the top, commitment from the owner and the leadership team, then the salespeople with time start to realize, wow, there's a better way.
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10:32 Speaker 06 Talk about success stories, the questions, deep-seated concerns, fears that people have when they sign up to work with you.
10:40 Speaker 07 Once they sign up, those concerns and fears have gone away. I could give a couple fun stories. Here's how an engagement would start. A lot of our business comes from referrals. We have a company owner was a CEO of a company, I referred to us, he said,
10:56 Speaker 07 Hey George, I've got a branch manager, a salesperson, and they need sales training. Can you help? My question was, how do you know they're coachable? And he goes, that's a good question. How do I find out? I said, we can perform an objective sales and sales manager evaluation to find out what their potential to be successful in sales as a sales manager. We can get objective data, learn, have a conversation, and that's how we can find out. He says, that's a great idea. Let's do that. So we did that. And I go, by the way, we can just do that. If they're not coachable or trainable, we can part ways. You don't have to waste your money. We did that. And when he saw the data, he goes, wow, this is a lot of good information. We learned if they have a desire to be successful in sales, if they're committed to do whatever
11:41 Speaker 07 it takes, if they have a good attitude, if they're motivated, if they take responsibility, if they're coachable. We learned all sorts of data about their passion for sale, their tactical skills, and even hidden weaknesses and blind spots. He said, hey, this is great for these two. I got 20 other people that I would love to get this information. We did evaluations on every. After we did that, he said, I would love to train these people. And we started training people. And that was in 2020. We're now starting our 28th group of salespeople. We've done six groups of sales leaders training. They've gone from two, three branches to 11. They're international. They started a sister company. They went from 14 million in sales and now combined company. They're close to 200 million.
12:26 Speaker 07 It all started with, I got a guy to train. Of course, we don't want to assume they're trainable. That's a success story. We continue to work with them today. There are skeptical people, consultants in sales. Those are probably two bad things to put together, sales and consulting. There is skepticism, but since we're not trying to convince people to buy, we just ask questions about what they're trying to accomplish and how they've done it in the past. What reservations do they have about consulting or sales? As we build that relationship and learn, we address what some of their issues are. Through the process, we discover some people were not a fit. There are other people, through the process, we find out we're a great fit and they're excited to get started. We've seen many things.
13:06 Speaker 06 The audience, they're interested in leadership. When you're talking about the hire, how do you tell if a sales hire will actually perform?
13:14 Speaker 07 A great question. Most people, when they're hiring salespeople, do one of two things. One, they'll get a recruiter, think, oh, that recruiter is going to do all the screening and make sure they can sell, and then I'll hire that person. The recruiter will provide, hey, here's three great candidates. The owners or the hiring team still has to decide who is going to be a good fit. Culture and competency fit. That's one option. The second option is use the same hiring process they use for other roles inside the company. They have a hiring process. Here's the question to ask. At what point do they find out if that person can sell? Do they learn it before the hiring or after? Most people don't have a step that requires somebody to sell, so they don't learn.
13:59 Speaker 07 What they do is they say, hey, you've been in our market, you've been in our industry, you know our clients, you know the ecosystem, and hey, you told me in your resume, you've got this track record of success. Like you closed the largest deal your company's ever closed. I'm not sure why you're leaving, but you said you just closed the largest deal. Now you're looking for more opportunity, so you must be able to sell. How do we learn if somebody can sell? We make them do a role play and sell something as part of the hiring process? We don't stop there. There's two very important parts. One, are they coachable? There's a large probability they're going to have to learn when they join a new company. Coachability is an openness to change.
14:43 Speaker 07 Are they coachable? And do they have humility? Or are they arrogant? In that interview, we challenge and give them feedback about their performance, critical feedback, and we watch how they respond to it. Because it's essentially doing a debrief after a sales call. If you go on a ride along and you're with your person, you say, hey, how do you think that went? How self-aware are they? Are they humble? How did they receive your feedback? Are they argumentative and defensive? Are they open and happy that they learned something and excited to improve? We learn that in the hiring process. You might ask, how do we learn it? We train companies. We embed a hiring competency in their company.
15:28 Speaker 07 It's a process, it's tools, training. We help them make that next hire. It's teaching someone to fish so they can fish for a lifetime. We don't just give them a candidate. We teach them how to find the right hires, embed a hiring competency so they can hire more people and continue that process. That's how we learn. Most people are fearful and do not like hiring salespeople. I assure you, the feedback we get is hiring salespeople is a blast because we have so much information about the candidate by the time we sit in front of them, more than they know about themselves. We know exactly what we're looking for. We have a process to follow. Hiring salespeople is a fun and it's even more fruitful when you get it right and they pay for themselves.
16:08 Speaker 06 Shifting the perspective to leaders, what's the biggest mistake leaders make with their sales teams?
16:15 Speaker 07 They want to be their friend. A lot of leaders, there's a hidden weakness in salespeople and in sales leaders, and that's a need for approval. It's great when people like you, but if they have a need to be liked, it's a weakness. It prevents leaders from holding people accountable to their expectations. They don't ask the hard questions. They're afraid of conflict out of fear of being disliked. And that is not doing the salespeople any favors. There's a lot of them, but that's a big one.
16:44 Speaker 06 To close out the conversation, if a leader only changed one thing this quarter by listening to this podcast, what would it be?
17:21 Speaker 03 Real traders still hear the noise. Black Friday is happening now at The Home Depot, and we've got just the tree for your style, space, and budget. Keep it merry and bright, then make it yours with ornaments and trimmings for every holiday's style. With festive favorites starting at just $49, shop for the perfect tree at the number one Christmas tree retailer. Find the tree that feels just right with low prices guaranteed at The Home Depot. Exclusions apply. Visit home depot.com/pricematch for details.
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19:22 Speaker 07 Recognize that you get what you tolerate. If you think your people are excuse makers and not putting in the work, my question would be, why do you allow it? Stop it, own it, change. It starts at the top. If you make excuses, you're going to tolerate and take excuses. Nothing kills a culture more than an excuse maker. If you want a team of high performers, ask yourself, why would a high performer want to be on your team? Do you have a culture that attracts high performers? High performers love competition. They're the first ones to show up, the last ones to leave. But if you got people coming in late, taking long lunches and leaving early. If there's mediocrity, I'm a high performer. I'd bounce, I have bounced. I want a team of high performers.
20:07 Speaker 07 I want to be challenged. I'll be my best. It starts at the top. You want to take away, own it. You get what you tolerate. You change your culture by starting with changing your own beliefs and your own behaviors. That's my takeaway.
20:20 Speaker 06 Amazing. I think that's a wonderful end to the conversation. And how can people connect with you and learn more from you?
20:27 Speaker 07 Visit our website. It's topazsalesconsulting.com. We have a great website. We have videos, testimonials, case studies, tools. We also have a newsletter you can sign up for through LinkedIn. You can get access to it through our website. If you are interested in a conversation, just in our contacts page on our website, I'm interested in a conversation, we'll reach out and have a conversation. No pressure. Let's learn and start a relationship there.
20:53 Speaker 06 The audience really appreciates you coming on, sharing your experience and expertise. I think they got a lot from this conversations. Thanks so much.
21:00 Speaker 07 I appreciate you reaching out. At the end of the day, this is not about Topaz or me. I hope you take something away, get value from it, use it. And if you did, this was a very good use of time.
21:13 Speaker 06 Let's zoom out. If you're a physician, founder, or high-income professional, and you feel like you're working harder every year, but not structurally freer, you're not alone. The mistake is an effort, it's architecture. This show exists to help you convert expertise into scalable leverage faster and with fewer expensive missteps. Here's the diagnostic I mentioned before. If your income requires your constant presence, if your capital isn't compounding outside your profession, if your highest-value talent is doing low-value tasks, you don't have a growth problem, you have a leverage design problem. And if you want to fix it with clarity instead of guesswork, I offer a limited number of one-on-one leverage strategy sessions each month.
21:58 Speaker 06 We audit your income model, capital deployment, authority positioning, and structural bottlenecks and design your highest-return move. If you're serious about compressing years into months, the link to apply is below.
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23:34 Speaker 04 You can't go wrong with Balmain, Clinique or Redken. And don't forget to put yourself on the list. Book a salon moment or add a little more sparkle to your season. Shop holiday in-store or at Ulta.com. Ulta Beauty, the LinkedIn is pretty amazing at helping you grow your small business. We cannot stop your new clients from emailing you at 3 a.m.
23:56 Speaker 04 We can help you sell, market and hire in one place. We cannot help you be in three places at once. And while we can't help you organize your calendar, LinkedIn can help you land more clients so you have a calendar to organize. Grow your small business on LinkedIn. Learn more at LinkedIn.com/smallbusiness.
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