Building Your Sales Engine

A show where Mark McGraw, a top Sandler Sales Trainer and David H. Sandler award winner, interviews salespeople and sales managers to discover their successes and how they got to be the people they are today. We break down the elements of selling success and share mindsets, habits and techniques that help salespeople and managers build a proven, reliable, transferable system for sales.

Manage the Exceptions: Build the Right Sales Dials w/ Chris Blum 09/18/2025

How to Use Assessments to Hire & Coach Sales Teams w/ Rachel Chang 09/11/2025

How to Manage Change with Heather Martin 09/04/2025

Mastering Long Sales Cycles wth Brian Hayes 08/28/2025

Be Elite: From Mindset to Technique w/ Rob Vaka 08/21/2025

How to Reframe Stress to Improve Sales Performance With Rebecca Heiss 08/14/2025

Pivot Like a Pro: What to Do When the Sales Call Goes Sideways w/Emily Yepes 08/07/2025

How to Build Trust and Sell More with Reflective Listening with Matt Detjen 07/31/2025

Why Sales Teams Fail at Cross-Selling (And How to Fix It) With Matt Martella 07/24/2025

How to Have a Tough Conversation (And Why We Avoid Them) 07/17/2025

How to Have a Tough Conversation (And Why We Avoid Them) Mark McGraw shares the four steps for having a tough conversation with someone. He explains why most of us avoid conflict, how fear distorts reality, and what happens when we wait too long to speak up. To find our handout for this episode, click . Tune in to hear a powerful mindset shift, a simple 4-step conversation framework, and the surprising formula that will change how you approach confrontation forever. Mark explains how most of us struggle with confrontation. He admits he’s not naturally wired to lean into conflict, which makes it easy to avoid hard conversations. Over time, however, he realized avoidance only delays the inevitable and lets issues fester. Mark shares a personal breakthrough that changed how he approached difficult conversations. He was journaling one day when he had an insight that gave him the courage to face conflict head-on. That moment became a turning point in his leadership and personal growth. Mark breaks down the 10 x 10 = 100 Formula. The first "10"—you’re usually only seeing 10% of the real issue. If someone shows up late once, chances are it’s happened many times before you noticed. As a manager or leader, that small red flag often signals something much bigger under the surface. The "x10" represents how we blow the fear out of proportion. We convince ourselves the conversation will be tense, awkward, or damaging—10 times worse than it usually is. But when we finally address it, it’s rarely as difficult as we imagined. The "=100" is about how long we wait. Mark says most people delay tough conversations by 100 days or more. And the longer we wait, the more complicated and entrenched the issue becomes. Mark covers how to have a difficult conversation – Four Steps. How to start: "I feel that..." Begin with a clear, non-judgmental observation of the behavior. For example, “I feel that you’ve been showing up late to meetings regularly.” Next, give a specific example to back it up. Mark suggests saying something like, “For example, last Tuesday you arrived seven minutes late, and it disrupted the flow of the meeting.” Concrete details help the other person see what you’re seeing. Step three is to clearly state what you need. Say, “Here’s what I need from you,” and outline the new behavior you expect—like arriving five minutes early, ready to go. Make the expectation clear and actionable. Finally, explain the benefit: “As a result…” Let them know why it matters—how it impacts the team or the overall mission. For instance, “As a result of showing up on time, we’ll have more focus and flow in our meetings.” Mark explains that these four steps give structure to emotionally tricky conversations. They reduce ambiguity, minimize defensiveness, and allow everyone to walk away with clarity. And most importantly, they make it easier to speak up when it matters most. Mentioned in This Episode: on Linktree /episode/index/show/8122157f-c683-4772-9adf-204847fdb162/id/37369305

Key Account Management: Being an Excellent Key Account Manager with Emily Yepes 07/10/2025

Key Account Management: Being an Excellent Key Account Manager with Emily Yepes Mark McGraw sits down with Emily Yepes to unpack the world of account management and what it really takes to succeed at the key account level. They dive deep into the essential mindset shifts, practical tools, and overlooked skills that separate average account managers from strategic partners. To find our handout for this episode, click . You’ll learn what makes a great key account plan (and why most fail), how to think beyond the organizational chart, and why internal selling is just as critical as customer conversations. Emily starts by defining key account management--a strategic business approach focused on building and maintaining strong, mutually beneficial relationships with a company's most important clients. For Emily, strategic account management is about creating lift, not just holding the line. If all you’re doing is maintaining the relationship, you’re not growing it. The real goal is to find leverage points that expand your impact. Every great account plan starts with clarity on the customer’s goals. Not your goals—theirs. Once you understand what success looks like for them, you can position yourself as essential to that journey. According to Emily, your key account plan should be a living, breathing document. It’s not a one-time deliverable—it evolves as the relationship and needs change. Emily shares that the biggest leadership failure is not defining what “strategic” actually means. Telling your team to think strategically without teaching them how to do it sets them up to fail. Mark and Emily agree that a strong key account plan should always connect back to business goals. The more your plan aligns with what the customer and your business actually care about, the more impactful it becomes. Most teams use the word 'strategy' without ever agreeing on what it means. And that creates chaos. If everyone has a different definition, then no one’s really executing on the same vision. Emily and Mark discuss why too many sellers rely on instinct over preparation. While instincts are helpful, they can’t replace strategy. Winging it might work once or twice, but it’s a gamble in high-stakes accounts. Emily shares that the best salespeople are chameleons, which is not inauthentic. They're very good at knowing how to show up and recognizing what my goal and intention is in this particular conversation. Emily explains that a relationship map isn’t just a glorified organizational chart. It helps you understand who actually influences decisions about your work—not just who reports to whom. Think of the account plan as a yearlong roadmap. It should have clear touchpoints, with the right stakeholders involved at each step. Planning that out in advance helps avoid last-minute scrambles and missed chances. Emily shares why sellers spend a surprising amount of time selling internally. They’re negotiating for support, aligning departments, and getting investment just to serve the account well. Mark and Emily agree that a good account manager is a simplifier. They take all the complexity around a deal and break it down into something clear and actionable. Emily explains why sellers should update their key account plans at least once per quarter. Use moments like QBRs or strategic reviews to refresh the plan and evaluate progress. Waiting too long means you’re flying blind and missing opportunities. Emily shares that the jump from regular account manager to key account manager is a bigger leap than most sellers anticipate. It’s not just about managing a bigger client—it’s an entirely different type of relationship. The conversations, expectations, and impact are all on another level. The best key account managers bring ideas, insights, and value to the customer before being asked. That mindset builds trust and positions them as true partners, not just vendors. Emily explains that one of the most overlooked skills in key account management is the ability to zoom in and out. You need to step back and see the full picture, but also know when to dig deep into the details. Emily and Mark emphasize that a key account plan is not something you fill out for your manager and forget about. It should be the structure that challenges and guides your thinking all year long. According to Emily, many companies struggle because their key account managers aren’t actually thinking strategically. Emily says most sales teams are guilty of throwing around the word “strategic” without agreement on what it means. We use it to describe a hundred different things, which leads to misalignment. Until you define it clearly, it’s just noise. It’s not enough to know the product—you have to know the customer’s business. What’s keeping them up at night? What outcomes are they trying to achieve? That knowledge is what separates average reps from trusted advisors. Emily explains that key account management is more than just sales—it’s about stewardship. You assign your top reps to your most valuable clients, and their role is to protect and grow those relationships. Mentioned in This Episode: on LinkedIn on Linktree /episode/index/show/8122157f-c683-4772-9adf-204847fdb162/id/37336405

How to Sell to the C-Suite with Scott Foernsler 07/03/2025

How to Sell to the C-Suite with Scott Foernsler Mark McGraw sits down with Scott Foernsler to discuss what it really takes to sell to the C-suite. They talk about building champions inside a company, how to stand out in sales events, and ways to have real, effective conversations with top execs like CMOs and CEOs. Scott shares stories from the field, lessons on trust, and what most salespeople miss when trying to land big deals. To find our handout for this episode, click . Tune in to hear how to break through the noise, connect with decision-makers, and close deals faster. Scott starts by sharing why sales success is never a solo achievement. The right support team—both personal and professional—makes all the difference. Mark explains why selling is a team sport—until you miss your number. When things are going well, everyone celebrates the team. But when results dip, it can become about solo performance real quick. Scott breaks down what most people get wrong about events. They sit quietly in the back and hope something happens. The real connections come from showing up, asking questions, and putting yourself out there. How to stand out at events: Stop asking business questions and instead ask something that makes people smile or think. That spark of authenticity is what gets you remembered. Scott shares how a single personal question at an event led to a CEO-level meeting. Asking authentic and relevant questions is how you earn time with high-level decision makers. Why trust matters more than charm in enterprise sales. A client once told Scott, “I trust you not to fail me.” That kind of confidence is not built through slick talk—it’s earned through delivering on your promises. Scott shares one of his boldest sales questions: “What would get me fired?” It instantly uncovers what the client really values and opens the door to the kind of honesty that moves deals forward. Mark explains why brand promises only matter if you deliver. It sounds obvious, but most sellers fall short after closing a deal. Real credibility comes from doing exactly what you said you would. Scott breaks down the importance of upfront contracts. When you clearly define what success looks like, you avoid confusion later. Why Scott says clicks are the wrong thing to measure when analyzing ad performance. Impressions don’t mean anything if they don’t convert. How to turn happy clients into your best salespeople. Peer validation carries more weight than any sales deck ever could. When you tell the story of how you helped them, the deal moves faster. Scott shares his referral strategy. He delivers value first—then asks for an intro only when it makes sense. That’s how you build a warm, high-trust referral tree. How to stay top of mind without being annoying. Scott calls his contacts once a quarter—or even once a year—to check in. That small gesture keeps relationships strong over time. Scott shares why sitting in the back of the room at events is a missed opportunity. If your company is investing in you, act like you belong up front. Visibility leads to connection—and connection leads to deals. Why Scott avoids drowning people in product features. Buyers don’t want a list—they want a story. Show them how real problems have been solved, and they’ll pay attention. Mark explains why your champion is your best sales asset. When they’re pitching your product in meetings you’re not in, you’ve already won. That kind of advocacy closes deals faster. Scott reveals how he uses AI in his sales processes. It won’t replace your skill, but it will save you serious time. What can take five days now takes minutes with AI. Mark breaks down what separates great sellers from everyone else. When everybody else is focused on pitching, the best reps walk in with insights, actionable tips, and relatable problem-solving stories. Scott shares why in-person meetings still matter—especially at the C-suite. Nobody spends millions without knowing who they’re buying from. So show up, shake hands, and build trust faster. Mark explains why everyone in the room now has influence. The number of people who can say no has doubled. So treat every voice like it matters—because it does. Mentioned in This Episode: on LinkedIn on Linktree /episode/index/show/8122157f-c683-4772-9adf-204847fdb162/id/37264810

The Truth About Value-Based Selling That Most Salespeople Never Learn 06/26/2025

The Truth About Value-Based Selling That Most Salespeople Never Learn 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 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: on LinkedIn on Linktree /episode/index/show/8122157f-c683-4772-9adf-204847fdb162/id/37130005

Breaking Into New Markets with Harris Fogel 06/19/2025

Breaking Into New Markets with Harris Fogel 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 companies can break into the U.S. market. Harris explains why an educated buyer is your best customer. They already know the market and can see through hype, which means less convincing. If your product is genuinely great, they’ll recognize that faster than anyone. How to qualify leads before spending time on them. According to Harris, you need to ask: Do they have a budget? Do they have a real pain point? And will the benefit of your solution clearly outweigh the cost—so much so that it helps their business grow? Once you know the profile, build your hit list of companies that match your criteria. Then dig into who the right people are inside those organizations, and align your demand-gen strategy to reach them directly. Harris reminds us to be smart with your resources. If you’ve got the budget to spare, sure, you can cast a wider net, but precision is what drives ROI early on. Harris and Mark agree that the key decision maker is not always the person with the title—it’s whoever benefits from your product. That might be a Director of AR, a Controller, or someone deep in operations. The key is to find the person who cares about solving the problem you’re trying to fix. How to target both users and influencers in the sales process. You need to find the people who'll actually use your product and the ones who can influence the purchase. These aren’t always the same, but both matter. According to Harris, conferences and podcasts are goldmines for buyer persona research. People who care about solving specific problems show up in these spaces. They’re often your ideal buyer or at least close to them. How to think about demand generation the right way. It’s about educating the market and creating awareness. People need to understand who you are, the pain you solve, and why your solution matters. Without that, you're just noise. Harris explains why amazing demos don’t always win. If you focus only on product features, you'll lose to someone who connects emotionally and speaks the customer’s language. Harris talks about the benefits of bringing insights, reports, white papers, and resources that make the buyer smarter. Mark and Harris cover the best strategies for getting the right people talking about you inside your target account. Learn how to build smart demand-gen strategies. Use partners, get active on social media, and show up where your buyers are already gathering. Whether it’s events, podcasts, or industry forums— your presence matters. And it’s not just about showing up, but showing up with value. Mark explains why social proof lowers buyer resistance. Most people don’t want to be the first to try a product. But when others have already taken the leap and benefited, it makes the risk feel smaller. References and case studies are your secret weapons in a new market. Why understanding culture is non-negotiable in new markets. Harris says you can’t just copy-paste your strategy from one region to another. You need to understand how people buy, how they build relationships, and what matters to them locally. If you’re serious about breaking into a new market, invest in people who know it intimately. They speak the language, understand the customers, and can build the credibility you need. Mark highlights how partnerships speed up market entry. Alliances, resellers, and local agencies already have trust and relationships. Instead of building from scratch, tap into their existing momentum. It’s faster, cheaper, and often more effective. Harris outlines a smart short-term strategy for new markets: Don’t blow your whole budget on launch day. The first six months should be focused on building a pipeline, learning the terrain, and getting early traction. Everything else can wait. According to Harris, once you land your first customer, make sure they’re not just satisfied—they’re successful, because then their results become your marketing. Understand the value of the "upfront contract" in sales--and why it’s one of the most powerful tools in your sales toolkit. Why adding value builds long-term trust. Whether someone buys today or not, become a source of insight and help. Harris believes that value is the foundation of every strong relationship. And relationships are how sales get done. Mark explains why long-term thinking beats quick wins. New markets take time. If you treat it like a sprint, you'll burn out—or worse, miss the real opportunities. Provide value daily, and trust that consistency compounds. Learn why listening is a superpower in sales. Your customers and prospects will tell you everything you need to succeed. Their feedback is gold. Treat it like a gift. Mentioned in This Episode: by Franz-Josef Schrepf on LinkedIn on Linktree /episode/index/show/8122157f-c683-4772-9adf-204847fdb162/id/37060825

The 3 Rules That Transformed My Sales Career — And My Life — with Terry Turley 06/12/2025

The 3 Rules That Transformed My Sales Career — And My Life — with Terry Turley 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 reveals how his early fear and awkwardness in sales became the foundation for leading over 600 offices nationwide — and why embracing discomfort early on was the turning point in his entire career. Learn why there’s a profound difference between achieving personal sales success and the rewarding challenge of coaching others to reach their own breakthroughs. Why Terry insists that sales is truly a meritocracy where no fancy degree or background guarantees success; instead, the real winners are those who master overcoming objections, self-improvement, and discipline. How growing up without TV shaped Terry’s lifelong learning mentality, pushing him to become a lifelong learner. Discover Terry’s three essential rules for winning in life and business: building a solid sales system, having true accountability, and living by a personal philosophy that guides every decision. Why Terry believes sales scripts only work in the short term—because clients can throw you off. Modern sales requires genuine conversations that put your client’s needs first. Mark explains why authenticity beats memorized scripts every time. He shares how adapting any sales system to fit your unique personality creates trust and real connections instead of robotic pitches. Terry highlights how surrounding yourself with people who are committed to self-improvement will naturally push you to grow, even on days when staying in your comfort zone feels easier. Accountability isn’t about penalties or consequences, it’s about owning your results completely. Terry explains how the most successful salespeople embrace this ownership mindset to keep winning. How using the 12-week year framework transformed Terry’s focus by helping him prioritize the vital few tasks that drive success, and ruthlessly cut out everything else that doesn’t add value. Why shifting your mindset to focus on the daily process instead of fixating solely on results leads to sustainable growth. Mark and Terry discuss why true growth always requires stepping outside your comfort zone. The unexpected lessons Terry learned from disagreeable people--and why balancing like-minded support with constructive disagreement can challenge you to rethink and sharpen your approach. What makes Sandler’s sales system uniquely effective? According to Terry, the comprehensive nature that covers every part of the sales cycle, unlike most trainings that only address one or two aspects. Why it’s critical to separate your self-worth from your day-to-day sales results—and how staying confident during tough days ensures you don’t lose momentum or motivation. Mark explains how the way you see yourself directly impacts your earnings potential. If you identify as a $100k earner, you’ll likely stay there, but thinking bigger pushes you toward far higher goals. Why Terry stresses that success without a guiding life philosophy often leads to emptiness. Mark’s insight about the “wheel of life”—how neglecting one pillar, like health or family, can quietly unravel other areas of your life and business without you realizing it until it’s too late. How writing down your philosophies on life, obstacles, and goals creates powerful clarity—and why this practice helps you stay grounded and purposeful no matter what challenges arise. Terry’s practical advice for dealing with all kinds of people daily. Why trying to push people against their natural tendencies rarely works—and how studying human nature helps you craft sales approaches that flow with people’s real behaviors instead of fighting them. What a “post-sell” conversation really means—and why checking in with your client after they say yes prevents surprises, saves time, and builds long-term trust and satisfaction. Mentioned in This Episode: on LinkedIn by Anthony G. Athos and Richard Tanner Pascale by Steve Murphy by Bill Bachrach on Linktree /episode/index/show/8122157f-c683-4772-9adf-204847fdb162/id/36898365

Grow Your Pipeline Through Strategic Partners with Sheri Spencer Bachman 06/05/2025

Grow Your Pipeline Through Strategic Partners with Sheri Spencer Bachman 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 genuine conversation. That one moment sparked a 16-year business relationship built on trust. Sheri reveals why she became such a fan of Sandler. “It wasn’t pushy. It was all about real conversations, asking the right questions, and following a simple, repeatable system that works.” Mark highlights how the best partnerships come from shared values. When cultures align, business flows more naturally and results come easier. Doing what you say you’ll do is non-negotiable, according to Mark. It’s the foundation of any strong referral-based partnership. Sheri emphasizes that you should never embarrass the person who referred you. One mistake can cost future referrals and damage trust. When a partner shows up and delivers, Sheri says she’s more likely to keep sending them business. It reflects well on her and builds loyalty. A good partnership is mutually beneficial. It works best when both parties serve the same audience but without competing. One solid relationship, according to Mark and Sheri, can lead to more deals, more revenue, and long-term growth for both partners. Sheri recommends focusing on how to perform the service well instead of obsessing over how to sell it. Excellence leads to referrals. When choosing a partner, Sheri suggests looking for businesses that serve the same customers and share the same standards. Mark notes that referrals come with built-in credibility. A recommendation from someone the client trusts gives you a major head start. Mark and Sheri agree that referrals are just one part of the funnel, but when done right, they’re often the most effective and easiest to convert. Mark recommends mapping out the client ecosystem. Identify the other services your clients use and build relationships with those providers. Before referring anyone, Sheri believes you should vet them—talk to them, maybe even work with them. Do your homework because your reputation is on the line. According to Sheri, there’s nothing worse than referring the wrong partner. It makes people question your judgment and your standards. When creating new business partnerships, Mark and Sheri agree you should get clear on how introductions will be handled. Frequency, follow-up, and expectations matter. Referral partnerships work because they’re built on borrowed trust. But that trust only holds if the referred party delivers. Should you pay for referrals? Sheri says it depends. Sometimes a thoughtful, unexpected gift builds more goodwill than money ever could. Mark adds that non-transactional relationships often last longer. A lunch or gift card can mean more than a commission. For Sheri, a great referral partner adds value not just to the client, but to your own reputation, so everyone benefits. Sales is a relationship game. The more connections you have the more business you’ll attract. But attracting business is just one part of the equation. You still have to deliver. Sheri believes long-term success is sales comes down to not what you know, or who you know—but who knows you, and how strongly they recommend you. Mentioned in This Episode: on LinkedIn on Linktree /episode/index/show/8122157f-c683-4772-9adf-204847fdb162/id/36772435

Inside the Mind of Top Salespeople with Tim Geisert 05/29/2025

Inside the Mind of Top Salespeople with Tim Geisert 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 to retire from flying. Mark believes that if sales carried the same penalties as flying an airplane without a checklist, we'd all be more disciplined about following our processes. Tim highlights that just like pilots rely on checklists to survive, salespeople need structure to avoid fatal missteps, because forgetting one small detail can cost you everything. Tim warns that “happy ears” have killed more deals than any objection—assuming rapport or shared background equals a win can be a fatal assumption in sales. Tim explains that the profile of top B2B salespeople has evolved—from valuing courage and competitiveness to prioritizing learning agility, networking ability, and individualized connection. Success in sales used to be 70% talent, but today, it’s competencies and the learned skills that predict performance more reliably. Mark and Tim explain that every minute with a customer matters; wasting just six minutes in a 60-minute demo means losing 10% of your chance to influence the sale. Tim notes that you don’t need a big personality to win in sales—you need the ability to connect what the buyer wants to what the solution actually delivers. Mark reminds us that gatekeepers matter. You can’t ignore or underestimate anyone in the sales process because influence is no longer limited to just one decision maker. Why managers should look beyond the résumé. When hiring, ask questions to understand what life has taught a person and how that shapes the value they bring to the team. Mark recommends asking, “What did you do to make money when you were young?” That question reveals early drive, which often translates into sales hunger and sales success. Tim emphasizes that understanding a new hire’s competencies and natural talents from day 1 can fast-track their productivity and impact. Mark believes storytelling is a powerful indicator of exceptional sales talent. Top candidates don’t just tell stories, they use stories to drive home relevant points. Mark and Tim stress the importance of uncovering motivation early, because knowing what drives a salesperson is essential to leading, coaching, and retaining them effectively. Mentioned in This Episode: on LinkedIn on Linktree /episode/index/show/8122157f-c683-4772-9adf-204847fdb162/id/36718290

Dealing with Difficult Conversations with Markku Kauppinen 05/22/2025

Dealing with Difficult Conversations with Markku Kauppinen 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 better conversations. Mark adds that your expectations shape your interactions. If you go in expecting a fight, you’ll likely get one. Markku shares how some prospects treat salespeople poorly because they believe being the customer gives them power. You can’t make good decisions from an emotional state. Markku explains that when you're overwhelmed by emotion — whether it's frustration, stress, or anger — your brain goes into survival mode. Rational thinking takes a back seat, and impulsive reactions take the wheel. Markku challenges the idea that “the customer is always right.” No one is always right and holding clients to that standard helps you maintain healthy boundaries. Learn why emotional control is non-negotiable. According to Markku, strong emotions like anger or stress make it nearly impossible to lead with clarity or communicate effectively. Markku explains how people know when they’re being difficult. Handle tension maturely, and you win their respect. Feel the trigger coming? Take a pause and breathe. Ask a clarifying question instead of defending yourself. Let silence do the heavy lifting. When you stop reacting and start observing, the entire conversation changes. Markku shares a practical habit: journal before tough conversations. Writing your thoughts helps you stay grounded and less reactive, especially when you meet difficult customers. Learn how to de-escalate when a client is difficult from the start. Markku recommends asking thoughtful questions that bring the conversation back to logic. Markku explains why not every comment deserves a reply. Sometimes, silence or redirection can get you what you want. Mark and Marku agree that emotional self-regulation starts at home. Markku says the home is the perfect training ground because it's where our reactions and emotions are most unfiltered. Markku shares how salespeople can use the DISC model to navigate personalities with more precision. Markku breaks down the core traits of each DISC style: D: Dominance: Bold and results-oriented I: Influence: Outgoing and persuasive S: Supportive and steady C: Conscientiousness: Precise and analytical Markku emphasizes that sales is about solving problems, not about being liked. Markku breaks down the population breakdown of DISC types. D types are only 9.3% of people, i types 24.4%, S types 34.8%, and C types 31.4%. Markku shares that there’s a global rise in stress. Higher stress levels mean more difficult conversations, and more need for emotional intelligence. Mentioned in This Episode: on LinkedIn Get your on Linktree /episode/index/show/8122157f-c683-4772-9adf-204847fdb162/id/36649865

Using the BAT Framework to Accomplish Any Goal with Carlos Garrido 05/15/2025

Using the BAT Framework to Accomplish Any Goal with Carlos Garrido 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 thought I had to get rich before I could get fit. Why not pursue both at the same time?” The real link between health and wealth. Carlos and Mark both agree that when your health is good, you perform better and sell more. Carlos on redefining what wealth looks like. In the 80s, it was Porsches and Rolexes. Today it’s freedom, peace, and flexibility. Carlos and Mark break down the BAT success triangle: Behavior, Attitude, Technique. Carlos shares how BAT can make you successful at everything — from closing deals to staying healthy. Carlos reveals how he uses BAT to stay healthy and fit at 54 years old. For Behavior, Carlos walks 15,000 steps a day, he doesn’t take alcohol or sugar, and runs consistently. For Attitude, Carlos believes in working out regardless of how he feels. If it’s time to go for a run, he drops everything and goes for a run. For Technique, Carlos may not be the fastest runner, but he’s a consistent runner and runs almost every day. Mark shares the mindset shift that helped him lose 50 pounds. Carlos used to fill his board with money goals. But now health takes up just as much space because to him, health is wealth. The big takeaway: With the right behavior, attitude, and technique, you can unlock anything — in business, fitness, or life. Mentioned in This Episode: on LinkedIn on Linktree /episode/index/show/8122157f-c683-4772-9adf-204847fdb162/id/36566395

How to Become the Unselfish Salesperson with Brian Kavicky 05/08/2025

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. 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 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: on LinkedIn on Linktree /episode/index/show/8122157f-c683-4772-9adf-204847fdb162/id/36459035

The Power of Curiosity to Grow Sales with Andy Sherman 05/01/2025

The Power of Curiosity to Grow Sales with Andy Sherman 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 build. Andy starts the conversation by sharing his journey building a business from the ground up, selling it, and now running a Greenville office that still leans heavily on Sandler principles. Andy makes a powerful point: just because you've grown doesn’t mean you abandon the basics. The further you go, the more important it becomes to anchor yourself in what works. Mark and Andy break down ‘Andy-isms’— and how Andy turned simple Sandler rules into everyday leadership and business principles. Andy explains that when a tactic becomes a personal principle, you execute with clarity, confidence, and consistency because it’s no longer just a playbook; it’s who you are. Andy shares why he believes curiosity is a superpower in sales. Andy breaks down how curiosity can help you close more deals. When you focus on learning instead of reacting, the fear of losing a deal or the frustration of a price objection fades into the background. For those who aren’t naturally curious, Andy shares a practical starting point: don’t answer a question without asking one first. It sounds simple, but it changes the dynamic of all conversations. According to Andy, asking before answering forces you to slow down, get clearer, and avoid jumping to the wrong conclusions out of habit or emotion. Andy explains that most people respond too fast and usually to the wrong thing. But when you pause and ask a clarifying question, you get to the heart of what really matters. Mark and Andy cover how to build curiosity into a daily habit. Mark and Andy agree that curiosity requires courage, especially when it means asking prospects and clients uncomfortable or challenging questions. When curiosity becomes part of your identity, asking those questions doesn’t feel bold or risky. It feels honest and human. Mark and Andy end the conversation with a shared belief: if you’re trying to convince someone that you can help them when you know you can’t—you’re doing them a disservice. Sales success is about alignment, not persuasion. Mentioned in This Episode: at W.M. Jordan on Linktree /episode/index/show/8122157f-c683-4772-9adf-204847fdb162/id/36378700

Pre-Call Planning Your Next Sales Call with John Rosso 04/24/2025

Pre-Call Planning Your Next Sales Call with John Rosso 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 will help you and your team shorten sales cycles, improve collaboration, and drive better results—whether you’re flying solo or running a joint sales call. John and Mark open the episode by reflecting on their powerful five-year collaboration and the lessons learned through working together across offices and industries. They emphasize that pre-call planning is shockingly underutilized, estimating that fewer than 20% of salespeople consistently do it—and even fewer do it well. John compares a lack of pre-call planning to flying a plane without a pre-flight checklist—borderline criminal when you’re responsible for valuable cargo (like your prospect’s time and trust). Mark and John discuss how most salespeople don’t define clear objectives before meetings and how that leads to wasted time and missed opportunities. The episode introduces Sandler’s 4-step framework for effective pre-call planning, designed to improve meeting outcomes and shorten sales cycles. Step 1: Define your objective. John explains why knowing what you want to accomplish—and what specific next step you want—is the foundation of a successful meeting. Mark shares how even experienced sales leaders misidentify “sending samples” or “following up” as next steps when no real buyer commitment has been made. Step 2: Set expectations with the prospect using an upfront contract. John explains how this reduces unnecessary tension and makes meetings more productive. Mark compares the upfront contract to turning a frown into a smile—great at the start, less talking in the middle, and great at the end. Step 3: Map out your questions. They break this into three parts: questions you plan to ask, questions you may be asked, and answers you want to walk away with. John stresses how often critical questions—like whether it’s an RFP process or who signs the agreement—go unasked because reps aren’t intentional. Step 4: Mindset. John argues this is the most important and most overlooked piece. The right mindset helps sellers ask tougher, more meaningful questions with confidence. Mark and John offer powerful mindset mantras like “You can’t lose what you don’t have” and “Act as if you’re financially independent, but still want the business.” The duo shares why pre-call planning is especially vital for joint sales calls, where roles must be clearly defined to avoid stepping on toes. John explains how technical teammates and sales leaders should be coached on when to speak and how to pass the conversation back smoothly. Mark compares skipping joint planning to a quarterback telling players “do your own thing” in the huddle—it’s inconceivable in sports, yet happens in sales too often. They wrap up the episode by reinforcing the fact that most salespeople need help developing these skills—and that coaching on objectives, agendas, questions, and mindset makes all the difference. Mark closes by thanking John for his mentorship and friendship, while John reflects on the impact of collaboration and how Mark’s wisdom continues to inspire his team. Mentioned in This Episode: on LinkedIn /episode/index/show/8122157f-c683-4772-9adf-204847fdb162/id/36271200

Using the Sandler System in Interviews with John O'Brien 04/17/2025

Using the Sandler System in Interviews with John O'Brien Mark McGraw talks with John O’Brien, Founder of Sales Talent Group and a legend in the world of recruiting top-tier salespeople. They dive into what it really means to qualify hiring opportunities—for both candidates and hiring managers. John shares insights on how to run interviews like a pro, avoid expensive hiring mistakes, and design roles that attract the right people. To find our handout for this episode, click . Join us to hear what most hiring managers get wrong, how top candidates quietly stand out, and why better preparation leads to better hires. John starts by explaining why hiring salespeople should feel like closing a million-dollar deal because, in many ways, it is. According to John, if you’re not treating hiring like a sales process, you’re flying blind. You could have the ability to hire the best salesperson. But having a process ensures you hire the right salesperson. John reveals the most important part of an interview that most hiring managers skip: Qualifying for pain, budget, and decision-making. Mark and John agree that there isn’t enough time in a sixty-minute interview to fully interview your candidates—unless you follow a clear process and set expectations upfront. Great candidates don’t list achievements—they tell stories that sell. John breaks down the STAR method of storytelling and how the best salespeople use it to tell compelling stories. Mark and John agree that hiring gets messy when candidates, recruiters, and hiring managers aren’t aligned. For John, hiring managers who try too hard to sell the job end up pushing away the top talents. Mark explains how to create interest in your candidates without overdoing the pitch. Top candidates don’t just answer questions, they run their own sales process in the interview. Mark shares what to look for when a candidate subtly qualifies you right back. John and Mark discuss why candidates should think like entrepreneurs and what that means for hiring. Mark highlights why hiring the wrong person is costly and reflects poorly on everyone involved. He unpacks how to manage hiring risk so you’re not cleaning up a mess months later. John explains why hiring for sales ability beats experience every time. According to John, job descriptions describe the role, but job design defines success. He shares how hiring managers can reverse engineer what success looks like and hire for that. As a sales professional, you need to understand the compensation plan during the interview. But there is a catch: talking about money too early is a red flag for most recruiters. But waiting too long is a waste of time. John walks through ways to get the timing right when discussing compensation. Hiring with a tight budget isn’t a dealbreaker—it just means you need a smarter plan. John shares how to attract and grow talent when you can’t afford top dollar. Mark explains how the best salespeople qualify the hiring company and why that’s a positive sign. Mark and John agree that saying no to the wrong job or hire is just as important as saying yes to the right one. John explains how the candidate’s decision isn’t just about the job—it’s about their whole life. He explains how factoring in personal circumstances like family and relocation helps avoid last-minute drop-offs. John highlights the true cost of one bad hire and why it’s worth investing more time and thought upfront to avoid costly turnover. For John, sales candidates shouldn’t tell you they’re good—they should show you. Mark and John reveal what structured, thoughtful interviewing really looks like from someone who knows how to sell. Mentioned in This Episode: by Reid Hoffman on LinkedIn /episode/index/show/8122157f-c683-4772-9adf-204847fdb162/id/36189565

Using Sandler in Everyday Life with Glen Carey 04/10/2025

Using Sandler in Everyday Life with Glen Carey Mark McGraw chats with Glen Carey, a seasoned Sandler practitioner and SVP of Sales, about applying Sandler rules beyond sales. Glen shares insights on how these principles translate into everyday life, why they work, and how to use them to improve every aspect of your life. To find our handout for this episode, click . Tune in to hear how Sandler rules apply to weight loss, why success isn’t about feeling motivated, and how sticking to the process leads to real results—whether in sales, fitness, or everyday life. Glen starts by explaining why Sandler rules work life outside sales. Glen explains how wasting time "getting ready" to sell leads to entire months of lost productivity. He believes busywork feels productive but keeps you from real progress. Learn why the most successful salespeople don’t wait to enjoy something before they do it. Glen shares why avoiding the hard parts of sales is what keeps you stuck in mediocrity--The work you resist is the work that matters. Mark shares his thoughts on why turning “pro” isn’t about talent—it’s about doing the work, even when you don’t feel like it. Pros act despite their emotions; amateurs wait for motivation. Mark shares how he lost 50 pounds by applying Sandler principles. One key rule that kept him on track was: 'I don’t have to like something to do it. I don’t have to enjoy exercise—I just have to do it.’ According to Glen, there is no such thing as a "dream job" because no job is perfect all the time. Mark shares the cruelest Sandler rule: There is no bad prospect, only bad salespeople. Mark on why most salespeople struggle: They think sales is about selling when it’s actually about curiosity. Real interest in people leads to better conversations and results. Glen explains why clients don’t care about your credentials People buy solutions, not resumés or fancy titles. Mark reveals why checking off sales steps like a to-do list leads to terrible results. He believes mindless scripts never work, but real conversations do. Glen on why prospects never tell you their real problem first and how to uncover what actually matters. Glen and Mark agree that most salespeople fail because they overcomplicate success when they would be better off doing the fundamentals. Glen reveals the brutal truth about prospecting: If you get ghosted, it’s not the prospect’s fault—it’s yours. Mark on why “We may not be right for you” is only powerful when you actually mean it. People can feel when you’re genuinely curious, and they can also when you’re checking a box. You're competing with all the bad salespeople who came before you. So, you have to differentiate yourself by not driving towards the sale all the time. Mark shares why applying Sandler principles daily makes you better at everything—not just sales. Features don’t matter until the problem is clear. Glen shares how bad salespeople sell features and great salespeople dig deep into problems first. Mark and Glen discuss the biggest blessing in sales. The technology and the technical side of sales might change, but the behavioral side will never change. Human nature stays the same, no matter the tools. The best salespeople are always learning, investing in their careers, and striving for improvement. Glen believes that this mindset is what sets top performers apart. Surprisingly, a huge percentage of people don’t even take the time to listen to insights that could help them grow. Mentioned in This Episode: on LinkedIn by Steven Pressfield /episode/index/show/8122157f-c683-4772-9adf-204847fdb162/id/36061825

Selling Through Channels with Peter Ashley 04/03/2025

Selling Through Channels with Peter Ashley Mark 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 . 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: on LinkedIn on YouTube /episode/index/show/8122157f-c683-4772-9adf-204847fdb162/id/35967895

7 Lies Salespeople Tell Themselves 03/27/2025

7 Lies Salespeople Tell Themselves Mark McGraw sits down again with Josh Pitchford to break down the 7 biggest lies that keep salespeople stuck—and how to replace them with a winning mindset. They discuss ways to qualify better, protect your pricing, and stop wasting time on unwinnable deals. To find our handout for this episode, click . Tune in to hear what really drives buyers to say yes and how to overcome the 7 lies most struggling salespeople tell themselves. Mark and Josh break down the 7 biggest lies salespeople tell themselves. #1 Lie: My job is to educate the prospect Mark and Josh both agree—your job is not to teach buyers. They’ve already done their research. Your job is to qualify them. If you must give away information, get something valuable in return. #2 Lie: I have to win every deal. Salespeople are super competitive, and they believe every deal is winnable. According to Josh, not every deal is worth your time. Smart sellers focus on winnable deals. Mark says time is like ammo. If you chase every deal, you’re wasting ammunition shooting at the wrong targets, so pick your battles wisely. #3 Lie: I have to discount in order to win Mark explains how a 10% discount can mean you need to sell 50% more to break even. For Mark, discounting is lazy—it’s the easiest thing for buyers to evaluate your deal. If you’re always competing on price, you’re losing. Learn how to handle price objections like a pro. Sellers need to set price aside and focus on real value. You can win on price, but you can also lose on price because there will always be other sellers willing to go lower than you. #4 Lie: It’s a Bad time to call. Salespeople love to justify not making calls. But Mark and Josh agree that there’s never a bad time to reach out. Instead of sitting there justifying to yourself why it's not a good time to call, develop a mindset where you believe that it’s always a good time to call. #5 Lie: I’m not ready. Josh shares a Sandler rule: It’s not how I feel that determines how I act—it’s how I act that determines how I feel. You’ll never feel ready. The secret is to take action first, the confidence will follow. If you struggle with taking action, start small. Tiny, achievable goals make taking the next steps easier. Over time, this builds confidence and makes you unstoppable. #6 Lie: I have to do everything the buyer asks. Mark warns against being a "sales golden retriever"—fetching everything a buyer asks. Buyers don’t just want a friendly sales rep, they want someone who brings real value. Josh believes that buyers don’t need to like you to buy from you. They need to respect you because you bring value. Mark and Josh talk about relationships and why salespeople need to stop trying to be the buyer’s best friend. Value trumps relationships 9 times out of 10. #7 Lie: People buy on logic, not emotion. People think they buy on logic. But Mark and Josh agree that every purchase starts with emotion. Logic just justifies the decision later. Learn how to trigger emotions and close more deals. Josh explains why sales is about qualifying, not convincing. If you spend all your time trying to win every deal, you’ll burn out fast. Every deal you chase has an opportunity cost. Mark and Josh explain why spending time on the wrong deals can mean losing the right ones. Josh covers why you need to stop wasting time on dead-end prospects. Mentioned in This Episode: on LinkedIn /episode/index/show/8122157f-c683-4772-9adf-204847fdb162/id/35817590

Managing Through Channel Partners and Third Parties 03/20/2025

Managing Through Channel Partners and Third Parties Mark McGraw and Josh Pitchford are back together, and discuss the key components of distribution sales, how to train distribution reps effectively, and the key to building strong, profitable relationships with channel partners. To find our handout for this episode, click . Tune in to learn how to build an over-communication culture, reduce friction, and set your distribution sales up for success. Josh starts by explaining what it means to sell through distribution. Unlike direct sales, selling through a channel means you’re always working through a gatekeeper, limiting your access to the end user. According to Mark, the big difference between traditional selling and selling through a channel. Direct sales let you control the conversation, but in distribution, you must equip your channel partners with the right knowledge to represent your product effectively. Mark highlights the challenge of information filtering in distribution sales. Because communication passes through multiple layers, ensuring the right message reaches the end customer requires careful management. The one thing that will mitigate the challenges of selling through a channel is over-communicating. Frequent touchpoints and clear messaging help prevent misunderstandings and missed opportunities. Mark shares why discretion is necessary when training channel partners and how overloading them with excessive technical details can be counterproductive. Josh reveals the biggest mistake most companies make when training a distribution channel. Instead of flooding partners with product specs, they should teach them the right qualifying questions to ask potential customers. Mark explains how to tailor product knowledge for distribution reps. Focus on the key commercial and technical questions they need to ask to qualify leads efficiently. Josh warns about the high opportunity costs in distribution sales. The process can be long and expensive, properly qualifying prospects is essential to avoid wasted resources. People buy from people they like, and distributors are no exception. According to Josh, building strong, trustworthy relationships with channel partners increases the likelihood of them prioritizing your product. Josh highlights how distributors gravitate toward selling products that are the easiest and most profitable, making it crucial to reduce friction in your process. Be mindful of the requests you make to your distribution partners. Too many demands or added complexity can discourage them from selling your product. Mark and Josh share ways to reduce friction among channel partners. Simplify processes, minimize extra steps, and build strong relationships to make it easier for them to push your product. The importance of senior management relationships in distribution. If a distributor’s leadership has strong ties with a provider’s leadership, the partnership is more likely to succeed. Mark explains that managing a distribution channel isn’t just about deals. To reduce friction, limit the number of requests you make on distributors. The more time they spend on administrative tasks, the less time they spend selling your product. Mark explains the importance of rules and guidelines for partner relationships. Rules must be firm, but guidelines allow flexibility for common situations, ensuring smoother collaboration. The one thing to remember about making exceptions in distribution. Every exception sets a precedent, potentially turning into an unofficial new policy over time. Mark and Josh agree: Distributors should never feel replaceable. If a distributor believes they are easily replaced, they won’t invest effort into promoting your product, so building loyalty is key. Mentioned in This Episode: on LinkedIn /episode/index/show/8122157f-c683-4772-9adf-204847fdb162/id/35782730

Why Have a System For Selling 03/13/2025

Why Have a System For Selling Mark 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 . 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: on LinkedIn /episode/index/show/8122157f-c683-4772-9adf-204847fdb162/id/35656575

Get Buyers to Chase You, Not the Other Way Around with Jordan Eisner 03/06/2025

Get Buyers to Chase You, Not the Other Way Around with Jordan Eisner Mark McGraw sits down with Jordan Eisner to discuss what makes a top salesperson and why a winning mindset is super important in sales. Jordan shares how to build strong client relationships, ways to ask the right qualifying questions, and why sales is never about the money but about winning. To find our handout for this episode, click . Tune in to hear why curiosity is a salesperson’s greatest asset, how to approach networking the right way, and ways to get your buyers to convince themselves that they need to buy. Jordan starts by describing his journey from consulting to sales. Mark and Jordan agree that sales is never about the money. While money is a great reward, it’s not the real reason top salespeople thrive. The true motivator is the thrill of winning and consistently delivering results. The key traits to look for when hiring salespeople. Jordan and Mark break down the qualities that separate average salespeople from top performers. Jordan reveals how their firm generates half of its annual revenue from existing customers. He explains how focusing on client relationships and continuously providing value makes upsells and cross-sells effortless. Every first Monday of the month, Jordan’s account executives are required to bring in an account and discuss why they are reaching out to them. This simple practice ensures that sales teams stay proactive in nurturing client relationships and generating referrals. Mark on the most underutilized way to get new business. Referrals are one of the easiest yet most overlooked ways to generate new sales opportunities. Mark shares how leveraging a “referral tree” can help build a steady pipeline of warm leads. How to build a strong sales culture. According to Jordan, a high-performing sales team is not built on just numbers and driving sales—it’s built on the environment you create. Jordan explains how a strong culture of support, accountability, and shared success can lead to better team performance. Why micromanagement never works. Mark and Jordan agree that a "my way or the highway" approach doesn’t work in sales. Setting clear expectations and giving salespeople the freedom to execute in their own way leads to better results. The power of asking “why” in sales – Jordan teaches his team to always ask "why" instead of blindly following instructions. Learn how curiosity can make you a top salesperson. By asking the right questions and actively listening, sales reps can build stronger relationships and uncover deeper needs. Jordan explains that people love talking about themselves, and the best salespeople tap into this by being genuinely interested in their clients. What to look for in a sales rep.While money motivation helps, Mark emphasizes that the desire to win is an even stronger predictor of success. He looks for candidates who are competitive, persistent, and eager to improve. Jordan shares why networking should never be about immediately trying to sell. Instead, building authentic relationships and providing value first leads to more meaningful business opportunities in the long run. Understand that people love to buy but hate being sold to. The best salespeople don’t push—they position themselves as trusted advisors. Jordan shares how creating value and guiding the buyer to their own decision makes selling effortless. How to get buyers to convince you instead of you convincing them. Instead of aggressively pitching, Jordan advises asking strategic questions that get the buyer to justify their own need for the product. When done right, the prospect ends up persuading themselves. Mark and Jordan discuss the power of walking away from a deal and why true sales confidence comes from knowing you don’t need every deal. When salespeople listen more than they talk, closing deals becomes much easier. Mark explains that the best sales conversations involve asking open-ended questions that prompt the prospect to reveal their needs. Jordan explains why the Sandler Training system works. Sandler Training turns instinctive selling techniques into a repeatable, teachable framework. This makes it easier to onboard new salespeople and ensure consistency in results. Uncover the one mistake that wastes the most time in sales. Jordan warns that failing to ask tough qualifying questions early in the process leads to wasted time chasing the wrong prospects. Mentioned in This Episode: on LinkedIn by Eliyahu M Goldratt and Jeff Cox /episode/index/show/8122157f-c683-4772-9adf-204847fdb162/id/35539465

How You Can Build a High-Performance Sales Team Using Sandler with Dan Ford 02/20/2025

How You Can Build a High-Performance Sales Team Using Sandler with Dan Ford Mark 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 . 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: on LinkedIn /episode/index/show/8122157f-c683-4772-9adf-204847fdb162/id/35353885

Building Your Sales Engine

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