The Truth About Value-Based Selling That Most Salespeople Never Learn
Release Date: 06/26/2025
Winning With Indirect Sales: Driving Results Through Third-Party Partners w/ John Rosati
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How to build a repeatable channel sales engine—from partner selection to enablement to metrics—with a 30-year channel sales veteran. Selling through channel partners without a system feels like that old vibrating football game—everyone's running around hoping to score. John Rosati has spent 30 years building channel sales engines that create predictable revenue, and in this episode, he reveals exactly how he does it. As a channel sales leader at Motorola with experience across distribution, manufacturers reps, and two-tier channels, John knows what separates successful channel programs...
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Dissolving Limiting Beliefs: The Neuroscience of Getting Unstuck Fast w/ Rochelle Carrington
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Why traditional therapy can make emotional triggers worse—and how neuroscience-based techniques dissolve limiting beliefs in minutes, not years. What if reliving your past trauma actually makes it stronger? Rochelle Carrington explains why traditional approaches to emotional healing can deepen the very patterns you're trying to break—and reveals a faster, neuroscience-based alternative. As a coach specializing in subconscious emotional patterns, Rochelle works with CEOs, business owners, and high achievers who look successful on the outside but are burnt out inside. In this episode with...
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Beyond Your Main POC: Build New Relationships That Protect Your Accounts w/ Josh Pitchford
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How to expand relationships in your accounts, identify all the influencers, and protect yourself before your main contact leaves or competitors wedge in. If you're only talking to one person in your account, you're one resignation away from losing everything. Josh Pitchford reveals why the "best defense is a good offense" when it comes to account relationships—and shares practical frameworks for expanding higher, deeper, and wider. As a Sandler trainer and coach at Sales Engine, Josh helps sales teams protect and grow their key accounts through strategic relationship building. In this...
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How to Lead When You Don't Manage: Influence, Trust & Career Growth w/ Darryl Stromberg
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How to build influence and lead without a title—from an individual contributor to recognized leader in your organization. Can you be a leader without managing anyone? Absolutely. Darryl Stromberg reveals exactly how to position yourself as a leader even when no one reports to you. As a Sandler Coach at Sales Engine with 30+ years of experience, Darryl knows what separates people who get promoted from those who get stuck. In this episode, he shares the strategies that helped him mentor 18 people—16 of whom earned promotions, above-average raises, or recognition as top performers. You'll...
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Setting Vision With Your Sales Team: Making SKOs Work w/ Lisa Gosselin
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How to run sales kickoffs that actually work—align, enable, inspire—from a CCO who's transformed 3+ organizations. Most sales kickoffs overwhelm teams with content and drain energy by day three. Lisa Gosselin has cracked the code on SKOs that inspire action, not confusion. As Chief Commercial Officer at Cars Commerce, Lisa has transformed go-to-market organizations at three different companies—and she's phenomenal at setting vision. In this conversation with Mark McGraw, she breaks down her SKO framework: align the team around vision, enable them with simple playbooks (not 100-page...
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Mindset During Adversity: Turning Brain Cancer Into a Blessing w/ David Karp
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How a brain cancer diagnosis became the best thing that ever happened—and what it teaches us about responding to adversity in business and life. "It was one of the best things that ever happened to me." That's how David Karp describes his brain cancer diagnosis—and he means it. On his 60th birthday, David got a call from a neuro-oncologist confirming he had a tumor in his brain. Instead of falling into despair, he made a choice—and that choice changed everything. In this conversation with Mark McGraw, David shares the mindset shifts that helped him navigate adversity: deciding it's not...
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Quality Over Quantity: Prospect with Purpose w/ Rich Simons
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How to build a sustainable sales career by prioritizing quality prospecting, strategic partnerships, and giving value—without burning out on empty activity. 🔗 Download exclusive sales resources at: Most salespeople start their careers chasing numbers—60, 70, 80 dials a day—hoping volume will lead to wins. Rich Simons did exactly that. But 17 years later, he's built a thriving sales career by flipping the script: quality over quantity, relationships over transactions, and giving over taking. In this conversation with Mark McGraw, Rich shares his journey from cold-calling burnout to...
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Q4 Urgency: Fewer Selling Days, Faster Decisions w/ Josh Pitchford
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Why Q4 isn’t 92 selling days — and how to keep deals from slipping to January. 🔗 Download exclusive sales resources at: The calendar says 92 days in Q4. The reality? Subtract weekends, holidays, PTO, and slowdowns in legal and purchasing — and you’ve got a fraction of that. In this conversation, Mark McGraw and Sandler trainer Josh Pitchford map out how to close strong when time is short: Count your real selling days and plan around them Start earlier — budgets are set sooner every year Get higher in the organization to accelerate decisions Map the path to the PO:...
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Manage the Exceptions: Build the Right Sales Dials w/ Chris Blum
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How to build validated sales dashboards, manage exceptions, and make better decisions—without flying by gut feel. To find our handout for this episode, click . Static reports are lagging. In this conversation, Mark McGraw and Chris Blum (EH Blum Company) walk through moving from canned outputs to interactive, validated dashboards. Start simple (revenue, mix, low-margin drivers), manage the exceptions, hunt the 1% margin gains, and use leading vs. lagging indicators to forecast. Chris shares a private-pilot “six dials” framework (trust instruments, not feel), how to...
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How to Use Assessments to Hire & Coach Sales Teams w/ Rachel Chang
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How to hire, place, and coach sellers with assessments—so you avoid hunter/farmer mis-hires and reduce burnout. Assessments aren’t paperwork—they’re how you hire better, place smarter, and coach faster. Mark McGraw and Rachel Chang break down using work style/DISC, personality, sales capacity, and object reasoning assessments to prevent bad hires, align roles with natural strengths, and target training where it moves the needle. Interviews show experience; assessments reveal potential and capacity. 🔗 Download exclusive sales resources at: Guest: Rachel Chang — Project and...
info_outlineMark 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 here.
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 subjective concepts in sales—it means something different to everyone. Learn to ditch the guesswork and start every relationship by asking what truly matters to them.
- Understand the trap of selling to “roles” instead of people. Josh explains that even when a room of decision-makers shares a job title, each person experiences the problem differently. Zoom in on their personal attachment because what’s valuable to one stakeholder may be irrelevant to another.
- Josh explains that value can’t be delivered in bulk—it has to feel custom, so make all your conversations personal.
- Mark highlights that “value” is just like beauty, it lives in the eye of the beholder.
- Why your clever pitch doesn’t matter unless it hits the mark emotionally and practically.
- According to Josh, the fastest way to uncover value is to simply ask, “What does success look like for you?”
- How to turn vague value into clear ROI: Start quantifying and put a number to it. Mark and Josh reveal that buyers begin to pay real attention when you tie your value to dollars, time saved, or risk reduced.
- How to own the conversation with a prospect: Show them something they hadn’t seen before.
- Josh breaks down the “Scooby-Doo moment.” Gain control of the conversation with a prospect by showing them something they hadn’t seen or thought off before.
- Mark and Josh agree that most salespeople fail because they talk about what they’re selling instead of what the buyer actually cares about.
- Josh explains that showing up with answers before asking questions is a fast track to irrelevance. You need to lead with curiosity if you want to land with impact.
- The benefits of having an upfront contract. Josh explains that simply setting expectations early ensures you don’t waste each other’s time and only discuss relevant topics.
- Josh explains that every buyer question has pain behind it, and you can uncover it if you listen closely.
- Why emotional context is the difference between a helpful seller and a forgettable one.
- Mark highlights the skill of simplifying the complex. Sales conversations should never be complex. Buyers will appreciate you more if you can simplify the complex.
- How to earn trust fast: Get to the root of the problem in a way that feels effortless to them. Understand that your wisdom isn’t just in what you know—it’s in how clearly you help them see it.
- Josh explains that no two deals are ever exactly the same. Your last big win might lead you astray if you assume this new buyer wants the same thing. Learn to treat every deal like it’s the only one that matters—because to them, it is.
- Mark and Josh cover how to stop giving your insight away for free: Ask for something in return. People appreciate more when they have to earn something, not when they can get it for free.
- Josh explains that although we live in the information age and buyers can Google anything, they can’t replicate your hands-on market experience. That’s why there will always be a place for exceptional sellers.
- Learn how to bring the kind of insight that makes people lean in and say, “Tell me more.”
- Mark highlights a universal truth: People don’t value what they don’t pay for. Understand that when you just give insight without asking for anything in return, it often gets dismissed or forgotten.
- How to get a PhD in your client—know their goals, blind spots, and what keeps them up at night.
- For Josh, real trust is built when they feel like you understand them better than anyone else.
- Mark shares how to create breakthrough moments with your prospects by showing them what they can’t see for themselves.
- Josh explains that when clients start asking you about things outside your deal, you’ve crossed into real trust. The more valuable your perspective, the more problems they’ll ask you to solve for them.
- How to truly bring value? Come prepared. Josh explains that the best reps don’t show up ill-prepared. They do their homework and research as much as they can about the client’s problems.
- Mark explains that great sellers aren’t just problem solvers—they’re problem identifiers. Your biggest value might be naming the issue your buyer didn’t even realize they had. So, learn to lead with insight, not answers.
Mentioned in This Episode:
BuildingYourSalesEngine.com/follow
BuildingYourSalesEngine.com/sandler
Josh Pitchford on LinkedIn
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Building Your Sales Engine on Linktree