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
Building Your Sales Engine
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
Building Your Sales Engine
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
Building Your Sales Engine
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
Building Your Sales Engine
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
Building Your Sales Engine
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
Building Your Sales Engine
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
Building Your Sales Engine
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 to Josh Pitchford, a Sandler coach and sales training expert who is passionate about helping salespeople and sales leaders achieve their very best through sales training, coaching and sales processes.
They discuss the power of having a proven sales system, how a strong system helps qualify (or disqualify) prospects early, and how to design a system that increases the success rate of your team.
To find our handout for this episode, click here.
Tune in to learn how to use your system to close more deals, say no to the wrong prospects, and gain control over your sales process.
- Josh starts by explaining why every salesperson needs a sales system.
- A sales system isn’t just a set of steps; it’s a structured approach that brings consistency to your results. Without one, every deal feels like a guessing game.
- Learn how to build a strong sales system from scratch.
- According to Josh, whether you realize it or not, you already have a system. It may be inconsistent, unreliable, or ineffective, but it exists. The question is: Is it helping or hurting your success?
- Mark and Josh explain the core elements of an effective sales system and how to develop one that works for you, your team, and your customers.
- Josh explains how a strong system gives you control over your process, allowing you to refine your approach and become more effective with every deal.
- Mark explains why every salesperson should operate within a system. Even if you’ve never consciously built a system, you follow patterns when selling. The problem is, if your system isn’t intentional and structured, you’re leaving results up to chance.
- Josh explains why sales is not about hoping for the best; it’s about knowing what works and repeating it. Without a strong system, you end up at the mercy of buyers.
- According to Josh, consistency is the most important element in sales. With a system, you don’t have to reinvent the wheel with every deal, just follow your process and the rest will take care of itself.
- Mark and Josh agree that sales doesn’t have to be chaotic or stressful. When you have a system in place, selling becomes more predictable, effective, and even fun.
- Understand that buyers have their own buying system—and it’s working against you.
- Mark reveals that every buyer follows a system, whether they know it or not. Their system is designed to gather information, avoid commitments, and negotiate on price. If you don’t have a strong system of your own, you’ll fall right into their game.
- Mark shares how bad prospects waste your time. Every minute spent with the wrong prospect is a minute you could be spending with the right one.
- A good system helps you filter out bad fits early, so you don’t waste energy on deals that will never close.
- Josh on the power of saying ‘No.’ The best salespeople know that not every prospect is worth pursuing. A strong sales system helps you identify who is a good fit and gives you the confidence to walk away from bad opportunities.
- What makes a good sales system? Josh breaks down the must-have ingredients of a winning sales system: It has to be structured, repeatable, adaptable, and designed to qualify or disqualify prospects quickly.
- Mark explains why many salespeople lose deals before they even start.
- The mistake most sellers make is trying to push their product too soon. A good system ensures that you uncover the buyer’s real needs, gain their trust, and position yourself as the solution—before you even discuss pricing.
- Josh explains the benefits of having a transferable system. If your sales system only works for you, it’s not a system. A great system can be taught, shared, and scaled, allowing entire teams to succeed.
- How to maximize your time with clients. Every interaction with a client is valuable. Josh explains why you need a pre-call plan, how to structure your conversations, and ways to make the most of every opportunity.
- Josh on uncovering buyer pain points. Selling isn’t about pushing products; it’s about solving problems.
- The three key elements of qualification: pain, budget, and the decision-making process.
- According to Josh, buyers are always judging your process. If your sales process is messy or inconsistent, they’ll assume your delivery will be the same. A strong system gives them confidence in you and your solution.
- Understand that the best salespeople don’t overwhelm prospects with information. They follow a simple, structured approach that makes the buying decision easy.
- Josh shares the first step to implementing a system: If you don’t know where to start, begin by writing down what you’re already doing. Many salespeople operate on autopilot. Documenting your process helps you see what’s working, what’s not, and where you can improve.
Mentioned in This Episode:
BuildingYourSalesEngine.com/follow
BuildingYourSalesEngine.com/sandler
Josh Pitchford on LinkedIn