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 chats with Peter Ashley, the VP of Business Development at Applied Information, about the keys to selling through distribution. Peter shares insights on choosing the right distribution partners, gaining mindshare, reducing friction, and adapting to different sales personalities.
To find our handout for this episode, click here.
Tune in to hear how video marketing, third-party testimonials, and personalized training can help distributors sell more of your product.
- Peter starts by explaining why selling through distribution works.
- Mark and Peter reveal why many companies choose distribution partners--to leverage existing relationships and industry connections.
- According to Peter, the biggest benefit of selling through channels is that you get to expand without building a massive sales team.
- Peter’s three business growth strategies: selling more to existing customers, expanding geographically, and developing new products.
- Mark explains why maintaining trust between manufacturers and distributors is critical to success.
- One of the biggest mistakes a manufacturer can make is bypassing their distributor to sell directly to the customer. Peter warns that this damages trust and can cause distributors to stop prioritizing your products.
- Peter breaks down what to look for when selecting a distributor.
- Understand that sales teams will vary in quality. Mark discusses the reality that not all salespeople are equal, so you can’t expect everybody in your team to be a top performer.
- Distributors carry multiple product lines, so how do you make sure they focus on selling yours?
- Mark and Peter discuss ways to get distributors engaged, motivated, and excited about your products.
- The benefits of reducing friction for distributors. Mark and Peter explain why reducing obstacles—like confusing pricing, slow delivery, or complex training—leads to more sales.
- Peter covers the dos and don’ts of handling business challenges with distributors. Every business relationship will face challenges, but addressing issues quickly, transparently, and fairly helps maintain long-term partnerships.
- Peter highlights that simply having a distributor isn’t enough—you need to actively work to support them. Providing marketing materials, sales incentives, and ongoing training ensures your product stays top of mind.
- When working with a distributor, everyone must understand their responsibilities. Mark discusses why defining who handles sales, demos, installation, and customer service eliminates confusion and improves efficiency.
- Why sales training must be personalized – Not all salespeople learn the same way or have the same experience level. Peter shares why it’s critical to tailor training approaches to different personalities and skill levels to maximize success.
- For Peter, one of their most effective strategies for building strong distributor relationships is video marketing.
- How third-party testimonials build credibility – People trust recommendations from their peers more than direct sales pitches.
- Peter shares why their marketing strategy prioritizes video over traditional brochures or manuals, as it engages audiences more effectively.
- Mark and Peter discuss long-term distributor relationship management.
- Successful partnerships require ongoing support. Consistently providing value—whether through sales assistance, co-marketing, or exclusive insights—keeps distributors engaged and loyal.
- How to keep your salespeople focused on top products.
- Innovation is crucial, but it can also be distracting. Peter discusses how they balance product development with ensuring sales teams remain focused on selling the company’s most profitable and in-demand products.
Mentioned in This Episode:
BuildingYourSalesEngine.com/follow
BuildingYourSalesEngine.com/sandler
Peter Ashley on LinkedIn
Applied Information on YouTube