How You Can Build a High-Performance Sales Team Using Sandler with Dan Ford
Release Date: 02/20/2025
The Truth About Value-Based Selling That Most Salespeople Never Learn
Building Your Sales Engine
Mark McGraw sits down with Josh Pitchford to unpack one of the most misunderstood concepts in sales: Value. You’ll learn what it actually means to deliver value, why it’s different for every buyer, and how to uncover it by focusing on the customer's needs. To find our handout for this episode, click . Tune in to hear practical tips, real-world insights, and a fresh perspective on value-based selling. Josh starts by explaining why most salespeople struggle with “bringing value” in sales: Because we assume we know what the other person wants. According to Josh, value is one of the most...
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Breaking Into New Markets with Harris Fogel
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Mark McGraw sits down with Harris Fogel, founder of TechCPG—a company that helps organizations break into the U.S. market and work with consumer packaged goods (CPG) companies. To find our handout for this episode, click . You’ll learn how to enter new markets, define your ideal client profile, and build a go-to-market strategy that actually gets results. Tune in to hear Harris break down what it really takes to succeed in the U.S. market, the benefits of having a local guide in a new market, and how to win over your first customers in a brand-new region. Harris starts by sharing how...
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The 3 Rules That Transformed My Sales Career — And My Life — with Terry Turley
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Mark McGraw sits down with Terry Turley, the Senior National Sales Director at Primerica. Terry shares the habits and principles behind his extraordinary rise from a nervous, struggling salesperson to leading over 600 offices across the country. You’ll learn why systems, accountability, and a guiding life philosophy are essential to winning both professionally and personally. To find our handout for this episode, click . Tune in to hear practical insights on mastering sales with authenticity, the power of lifelong learning, and how to build a sustainable, purpose-driven career. Terry...
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Grow Your Pipeline Through Strategic Partners with Sheri Spencer Bachman
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Mark McGraw sits down with Sheri Spencer Bachman to unpack what really makes business partnerships work. Sheri shares practical insight on how to choose the right referral partners, why trust is the key to stronger business relationships, and what it takes to build a network that keeps sending you business. To find our handout for this episode, click . Tune in to learn how to design a strategic partnership strategy that wins you more leads, better clients, and long-lasting partnerships. Sheri starts by revealing how she met Mark—he walked into her office 18 years ago. No hard sell, just a...
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Inside the Mind of Top Salespeople with Tim Geisert
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Mark McGraw sits down with Tim Geisert to break down how to be a great salesperson in today’s ultra-competitive market. To find our handout for this episode, click . Tim shares practical strategies for building trust, navigating complex deals, and identifying top performers—not just by talent, but by the competencies they bring to the table. Learn how to avoid the “happy ears” trap, why checklists are a salesperson’s best friend, and what really separates modern sales winners from the rest. Tim shares how a near-accident during a crosswind, caused by an old knee injury, forced him...
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Dealing with Difficult Conversations with Markku Kauppinen
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Mark McGraw sits down with Markku Kauppinen, an expert on conversations and behavioral styles, particularly the DISC model. To find our handout for this episode, click . Markku shares practical strategies for handling difficult conversations and reframing how we think about “difficult people.” Learn how to stay calm under pressure, use emotional control to close the deal, and lead more productive sales conversations. Markku starts by highlighting why the phrase “difficult people” sets us up for conflict. When you reframe it as “different people,” you open the door to empathy and...
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Using the BAT Framework to Accomplish Any Goal with Carlos Garrido
Building Your Sales Engine
Mark McGraw sits down with Carlos Garrido, founder of Miami Absolute, who’s nearly 100 pounds down and credits Sandler principles for the transformation. To find our handout for this episode, click . In this episode, Carlos shares how the BAT system (Behavior, Attitude, Technique) helped him reshape not just his business, but his health, mindset, and lifestyle. Tune in to hear how a strong health mindset can improve your life in and out of work. Carlos starts the conversation by explaining how Sandler principles apply beyond sales and into life. Carlos shares a powerful shift: “I...
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How to Become the Unselfish Salesperson with Brian Kavicky
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Mark McGraw sits down with Brian Kavicky, the most recent David H. Sandler Award winner. They dive deep into the concept of the unselfish salesperson and why putting the client’s needs first is the key to not just closing sales, but building long-term relationships. To find our handout for this episode, click . Tune in to hear Brian explain how shifting your mindset and serving your clients with integrity will help you close more sales and stand out as a trusted advisor in your field. Brian starts by revealing the title of his talk at the 2025 Sandler Client Summit: "Defying the Norm: The...
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The Power of Curiosity to Grow Sales with Andy Sherman
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Mark McGraw sits down with Andy Sherman to discuss curiosity and why it’s a superpower in sales. They cover how curiosity helps you stay grounded when conversations get tense, why it leads to better questions (and better outcomes), and what it takes to build it into a daily habit. To find our handout for this episode, click Tune in to hear the difference between using curiosity as a tactic vs. living it as a principle, and how this shift can change the way you sell, lead, and show up. Join us to learn how to get curious on purpose—and why it might be the most powerful habit you can...
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Pre-Call Planning Your Next Sales Call with John Rosso
Building Your Sales Engine
Mark McGraw is joined by sales legend and longtime friend John Rosso for a deep dive into the critical (and often overlooked) discipline of pre-call planning. Together, they unpack the four-step framework that turns average sales calls into powerful, purposeful conversations—and why skipping this step is not just inefficient, but borderline criminal. To find our handout for this episode, click . From defining clear objectives and setting upfront contracts to asking the right questions and getting your mindset right, this episode is packed with practical insights and real-world examples that...
info_outlineMark McGraw talks with Dan Ford, the director of AV at Basesix, a technology integrator that makes buildings, campuses, and environments safer, smarter, and simple.
Dan shares insights on what makes a great salesperson, how to build a fun company culture, and why walking away from the wrong customers can be a profitable business move.
To find our handout for this episode, click here.
Tune in to learn how to sell ethically, lead effectively, and use Sandler sales training principles to build a thriving sales team!
- Dan starts by explaining why he got into sales—his journey from being an installation technician to a salesperson.
- He explains how understanding technology and being able to simplify complex concepts made him a natural fit for the role.
- Dan reveals the one thing that will determine your success in sales—you’re only as good as your last deal.
- Sales is a high-performance industry, and Dan emphasizes that past success doesn’t guarantee future success. He explains why every deal matters and how staying sharp and consistent is key to long-term growth.
- Sales conversations can be complicated. Dan explains why the ability to break down complex solutions into simple, clear value propositions is essential for closing deals and earning trust.
- Knowing what you're selling is crucial, but too much detail can confuse potential clients. Dan shares ways to strike the right balance—having enough knowledge to answer questions confidently without going too deep.
- How to hire the right salespeople and why testing candidates before hiring is critical.
- Dan explains why it’s important to test candidates during the hiring process, not just for their skills but also to ensure they fit the company’s culture.
- Dan shares the key strategies that led to Basesix’s explosive growth over the past seven years, from hiring the right people to focusing on the right customers and delivering real value.
- Dan’s definition of company culture: Fun. For Dan, creating an environment where people love coming to work leads to better results and happier employees.
- Why walking away from some customers can be a smart business decision.
- Mark and Dan agree that not all customers are worth the headache. Sometimes it’s better to turn down business if the client isn’t the right fit for the company’s values and culture.
- Mark shares why he believes psychographics matter more than demographics in sales.
- Great salespeople don’t just look at who a customer is (industry, size, revenue) but also how they think and operate.
- According to Dan, sales shouldn’t be about tricking customers into buying more than they need. He explains why Basesix focuses on long-term partnerships rather than short-term wins.
- Mark and Dan discuss why a fun culture and miserable customers don’t mix. Working with the wrong customers can drain energy and hurt morale, no matter how much revenue they bring in.
- How Basesix grooms young hires into leadership positions.
- Dan’s advice on how to respond to a triggering message--taking a break before responding to an emotionally charged email can save a client relationship.
- The best opportunities come when you’re just outside your comfort zone. Mark and Dan discuss how slight discomfort pushes people to improve without overwhelming them.
- Learn how to be your team’s favorite boss. For Dan, being a great manager isn’t about being easy on people—it’s about challenging and supporting them.
- Why salespeople need a little pressure and the perfect balance between security and hunger. Mark and Dan agree that if salespeople are too comfortable, they stop pushing themselves.
- Dan shares his thoughts on micromanaging and why great sales leaders avoid micromanaging—trusting your team to do what they do best.
- Mark’s #1 goal for managers—develop self-sufficient employees who can think on their own.
- The best managers don’t create dependent employees—they create problem-solvers.
- Dan’s advice for young sales professionals--follow the right mentors. The right mentorship, continuous learning, and calculated risk-taking can help you rise through the ranks in sales.
Mentioned in This Episode:
BuildingYourSalesEngine.com/follow
BuildingYourSalesEngine.com/sandler
Dan Ford on LinkedIn