How to Become the Unselfish Salesperson with Brian Kavicky

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.

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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 Power of the Unselfish Salesperson."
• He dives into a common misconception that if you’re unselfish, you’re weak. In sales, true unselfishness is about shifting the focus away from yourself and making the prospect’s needs your priority.
• According to Mark, your first meeting isn’t for pitching, it’s for discovery. Take the time to ask real questions, uncover what they need, and decide if you’re the right person to help them.
• Brian shares a powerful mindset shift: "I’m not trying to close the sale, I’m protecting the prospect from making a bad decision." When you think this way, every conversation becomes more authentic.
• He adds that success isn’t measured by whether you make the sale. It’s measured by whether you helped the client get the right outcome, even if that means not closing the sale.
• Mark explains why he’s not a big fan of CRMs: Because winning and losing isn’t black and white. Sometimes, you "win" simply by showing up unselfishly and doing what’s best for the client.
• Mark and Brian agree that sending out quotes doesn’t mean anything unless you first qualify prospects properly and understand if they’re truly a fit.
• Mark shares his thoughts on why we can partly blame Shark Tank for the bad habits many sellers develop — thinking that sales is about crafting the perfect pitch rather than having meaningful, client-focused conversations.
• Brian explains the difference between sales and marketing. Good marketing grabs attention, but good selling meets people where they are and serves their real needs.
• Mark stresses that intentions matter deeply in sales. When you genuinely focus on the client’s best interests, it comes through in ways that no script can replicate.
• Mark shares a personal moment about how he overcame his fear and unwillingness to call prospects. 
• Brian shares a powerful and heartfelt prayer that is the foundation of everything he does in sales. “Lord, please bring me people that need my help. Help me discern who deserves it.”
• Brian and Mark discuss how salespeople can win more by shifting their entire approach from chasing a win to helping people that deserve your help.
• Brian delivers a key insight on influence. Real influence should not be about persuasion, it should be about giving people clarity, freedom, and the confidence to make their own decisions.
• Finally, Mark and Brian point out a major trap sellers fall into: Focusing too much on selling themselves instead of helping prospects understand why something matters in the first place. Without that clarity, prospects default to doing nothing.

 

 

Mentioned in This Episode:

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Sandler.com

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Brian Kavicky on LinkedIn

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