Explore every episode of the podcast Building Your Sales Engine

Getting your CS team to sell starts with mindset, not skill — Steve Popp breaks down how customer success and service teams are being handed revenue responsibility, and how to make the transition stick. Getting your CS team to sell is one of the biggest shifts happening in sales right now. Revenue responsibility is moving away from traditional selling roles and landing on customer success, customer service, account management — even engineering. In this episode of Building Your Sales Engine, host Mark McGraw sits down with Sandler's Steve Popp to unpack why organizations are doing it, why it works, and where it breaks down. Steve explains that CS professionals are often *better* positioned to expand revenue than salespeople. They have more touch points, deeper rapport, and a level of trust you simply can't buy. What they don't have is the expectation, the skill set, or — most importantly — the mindset. Steve boils the transformation down to four buckets: strategy, operations, talent, and enablement, and argues that leaders should control the controllables and start with the one thing they own: their people. Mark and Steve get practical about the fear that shows up in every room — fear of cold calls, fear of not knowing the answer, fear of the word "sales" — and share the reframes that dissolve it: qualification as a two-way street, and selling as service. As Mark puts it, "I'm calling to see if they have problems that I have medicine for." About Steve Popp Steve Popp is a member of the Sandler team and a longtime collaborator of Mark McGraw's — and, notably, the show's first-ever guest back when he was a client. Steve works with CROs, CEOs, and COOs navigating the shift of revenue responsibility into client-facing service roles, helping them align strategy, operations, talent, and enablement. His core conviction: will before skill, mindset before technique. Connect with Steve on LinkedIn: https://www.linkedin.com/in/stevejpopp/ Host: Mark McGraw — Building Your Sales Engine Guest: Steve Popp — Sandler In This Episode Why revenue responsibility is shifting from traditional sales roles to customer success, service, and account management The four buckets of every CS transformation: strategy, operations, talent, and enablement Why CS people are uniquely qualified to sell — more touch points, deeper problem-solving, and trust you can't buy "Head trash" and the mindset barrier: will first, skill second How we got here — all-hands-on-deck revenue pressure and the hunter/farmer split "We moved the cheese on you" — leading people through a change they never asked for, including the reality that you may lose talent The fears that surface in every room: cold-call reluctance, process anxiety, and "what if they ask something I don't know?" The qualification reframe that takes the pressure off — they have to qualify to you, too Selling as service: "problems that I have medicine for," and why not reaching out is a disservice Why this is a two-to-three-year initiative, not a two-month one Links Sandler: https://www.Sandler.com Episode page: https://www.BuildingYourSalesEngine.com/ Show links: https://linktr.ee/buildingyoursalesengine Mark McGraw on LinkedIn: https://www.linkedin.com/in/markmcgraw/ Steve Popp on LinkedIn: https://www.linkedin.com/in/stevejpopp/

Head trash — the self-limiting beliefs salespeople carry — quietly kills more deals than any competitor, and simply recognizing it cures about 70% of the problem. Head trash is the psychological baggage salespeople drag into every call, and it costs more revenue than any pricing objection ever will. In this episode, host Mark McGraw sits down with co-host Josh Pitchford to work through a list of 55 self-limiting beliefs they've collected over years of sales training — everything from "the economy is bad and my prospects don't have money" to "I can't close on the first call" to "I need my prospects to like me." Mark and Josh unpack why these beliefs are so durable: the Belief Wheel means your beliefs shape which evidence you notice, which drives your actions, which produces results that reinforce the original belief. Breaking the loop takes two moves — find evidence someone has already done the thing you think is impossible, or act in spite of the feeling and let the results retrain your thinking. Along the way they cover money head trash and the childhood messages behind it, why the budget conversation only fails when it's too early or too late, using a monkey's paw to get paid for services you're currently giving away, and why Need for Approval unpacks a thousand selling problems at once. Practical, honest, and occasionally uncomfortable — in the best way. Host: Mark McGraw — Building Your Sales Engine Co-host: Josh Pitchford — Building Your Sales Engine In This Episode What head trash actually is — psychological baggage and self-limiting beliefs that get in the way of selling more, and why it's part of the human condition "Is it a budget issue or a belief issue?" — why buyers with enough pain find the money, and why the seller has to believe first The Belief Wheel: how beliefs filter evidence, evidence drives action, and results loop back to reinforce the belief Two ways to break a limiting belief — find evidence someone else has already done it, or act in spite of the feeling and let results follow The four-minute-mile effect: the wealth manager who never closed on a first call, then went from 0-for-20 to 7-for-20 Monkey's paw selling — using small commitments to shorten long cycles, and getting paid for the design, survey, and assessment work you're giving away free Money head trash: the childhood messages ("don't talk about money, it's rude") that are still running 30 years later, plus John Rosso's rule on timing the investment step Why a salesperson is a problem solver — and why it's irresponsible to withhold a solution to a problem you know someone has Access to power: how not feeling "worthy" to talk to executives reads as a lack of conviction and loses the business Need for Approval — "I need my prospects to like me" — and how it quietly kills prospecting, questions, and asks for commitment Head trash is like cockroaches: turn the light on and it scurries Links Sandler: https://www.Sandler.com Episode page: https://www.BuildingYourSalesEngine.com/ Show links: https://linktr.ee/buildingyoursalesengine Mark McGraw on LinkedIn: https://www.linkedin.com/in/markmcgraw/ Josh Pitchford on LinkedIn: https://www.linkedin.com/in/josh-pitchford-6163274/ Download the list of 55 Head Trash items referenced in this episode — available via the show links above

The habits of elite sales managers, unpacked in a full workshop replay — how the best sales leaders control their day, coach strategically, and build systems that make their teams self-sufficient. Elite sales managers don't work harder than everyone else — they run a different operating system. In this episode, Mark McGraw shares a full replay of his sales manager workshop on the habits of elite sales leaders, walking through roughly a dozen ideas any manager can put to work immediately. Mark opens with the true story of a manager who elevated 70–80% of the reps he inherited, and unpacks the Three P's of leadership: protection, permission, and potency. From there he goes straight at the biggest killer of sales management performance — time. Managers get interrupted every six minutes and need 23 minutes and 15 seconds to recover, which is why Mark makes the case for Pomodoro-style focus blocks, 90 minutes of protected strategic time each week, and refusing to be your team's answer key. He names the trap: learned helplessness, where over-enabling reps takes them from appreciating your help to being dependent on it. The back half is tools. Strategic vs. tactical coaching. The gap assessment. Running a P&L on a salesperson. The firefighter/arsonist/fire marshal model. The CANI meeting. And why you should record freaking everything and let AI organize it. Host: Mark McGraw — Building Your Sales Engine In This Episode The true story of an elite sales manager who lifted 70–80% of every team he inherited — ride-alongs, self-assessment first, then brutally direct feedback The Three P's of sales leadership: protection, permission, and potency — and why reps follow managers who have all three Why the best sales leaders manage their day instead of letting it manage them, backed by the six-minute interruption stat Pomodoro and focus blocks: 30% more productivity, better quality work, and more energy at the end of the day Learned helplessness — how 100% access trains your reps to stop thinking for themselves Strategic vs. tactical coaching, plus the gap assessment tool that forces honest calibration conversations Blocking 90 minutes a week to look down at the chessboard: territories, revenue per rep, and who needs a plan Running a mini P&L on each salesperson so you can build the business case for expansion Firefighter, arsonist, or fire marshal — which sales manager are you? The CANI meeting, recording everything, and inventorying rep activities to attack the 72% of time spent not selling Links Sandler: https://www.Sandler.com Episode page: https://www.BuildingYourSalesEngine.com/ Show links: https://linktr.ee/buildingyoursalesengine Mark on LinkedIn: https://www.linkedin.com/in/markmcgraw/

Sales mastery isn't luck — Rob Fishman breaks down the 5 stages every top performer moves through, from first awareness to the "empty mind" of a seasoned pro. Sales mastery follows a predictable path, and in this episode of Building Your Sales Engine, Mark McGraw sits down with 18-year Sandler veteran and accomplished pianist Rob Fishman to map all five stages of it. Drawing on parallels from classical music, jazz improvisation, and martial arts, Rob lays out how anyone gets great at a craft: Awareness, Knowledge, Application, Skills, and Habit. Along the way, Rob and Mark unpack why deliberate practice — not talent — separates good sellers from great ones. They dig into the upfront contract as a working example, showing how mastering it one "measure" at a time builds the genuineness that makes prospects relax and open up. You'll hear why "every professional practices," how to beat the head trash around rehearsing, and what it really means to reach the top of the mountain: the "empty mind" where execution just happens. Whether you're new to sales or a seasoned leader coaching a team, this conversation gives you a framework to know exactly where you are on your journey — and what it takes to move to the next stage. About Rob Fishman: Rob Fishman is a longtime Sandler trainer and sales coach whose firm — after 30 years in the business — recently merged with Mark McGraw's organization. Beyond sales, Rob is an accomplished pianist and conductor, classically trained at a music conservatory, who still directs shows and has conducted full casts and orchestras. A lifelong student of both music and martial arts, Rob brings those disciplines to bear on how salespeople and leaders achieve true mastery of their craft. Connect with Rob on LinkedIn: https://www.linkedin.com/in/rfishman/ Host: Mark McGraw — Building Your Sales Engine In This Episode: The 5 stages of mastery: Awareness, Knowledge, Application, Skills, and Habit Why mastery begins with awareness — connecting the dots on your blind spots "Know your journey" — and why you should never compare your beginning to someone else's middle Turning generic knowledge into your own vertical, style, and personality (application) The art of deliberate practice: learning "measure by measure," like a musician The upfront contract as a case study — building it one element at a time Why saying "no fit is okay" only lands once it's ingrained in your belief system Beating the "head trash" around rehearsing — every professional practices The "empty mind": how seasoned pros execute without thinking What great selling really is: when the prospect repeats back something you helped them discover Links: Sandler: https://www.Sandler.com Episode page: https://www.BuildingYourSalesEngine.com/ Show links: https://linktr.ee/buildingyoursalesengine Mark McGraw on LinkedIn: https://www.linkedin.com/in/markmcgraw/ Rob Fishman on LinkedIn: https://www.linkedin.com/in/rfishman/

Relationship curiosity is the secret to connecting with anyone — Sandler's Rich Isaac reveals how making the conversation about them makes you unforgettable. Rich joins host Mark McGraw to unpack the deceptively simple mindset behind his uncanny ability to build rapport with prospects, clients, and complete strangers alike — without awkward small talk or a pushy sales persona. Rich shares how his own path from aerodynamics engineer to sales trainer taught him that being "non-threatening" is a strength, not a weakness. The pair explore why genuine curiosity is mutually beneficial, how to keep the spotlight on the other person with a single follow-up question, and Rich's go-to "geographic bonding" technique for finding surprising connections anywhere. You'll also learn why the best place to practice these skills is outside the sales world — at the supermarket, with a waiter, or on an inbound call — and how tying it all back to Sandler's "okay/not-okay" rule helps people feel heard. If you've ever thought networking was awkward, this conversation will change how you connect for good. About Rich Isaac: Rich Isaac is a longtime Sandler leader with a 30-year career helping salespeople, account managers, and non-sales professionals sell more effectively and authentically. A former aerodynamics engineer turned sales trainer, Rich is renowned for his ability to build genuine relationships and connect with anyone he meets. His team is joining forces with Mark McGraw's Sales Engine team in an exciting new partnership. Connect with Rich on LinkedIn: https://www.linkedin.com/in/richisaac/ Host: Mark McGraw — Building Your Sales Engine https://www.linkedin.com/in/markmcgraw/ In This Episode: Why "relationship curiosity" — making the conversation about them — is the secret to connecting with anyone How being non-threatening becomes a selling superpower, not a weakness Rich's "geographic bonding" technique and the wild connections it uncovers The power of a simple follow-up question to keep the spotlight on the other person Why genuine curiosity is mutually beneficial — you get as much joy out of it as they do Practicing conversation skills in low-risk settings outside the sales world Reading behavioral styles so small talk lands at the right time How this ties back to Sandler's "okay/not-okay" rule and being "disarmingly honest" Links: Sandler: https://www.Sandler.com Episode page: https://www.BuildingYourSalesEngine.com/ Show links: https://linktr.ee/buildingyoursalesengine Mark McGraw on LinkedIn: https://www.linkedin.com/in/markmcgraw/ Rich Isaac on LinkedIn: https://www.linkedin.com/in/richisaac/

Customer success is the new revenue engine — Mark McGraw, Kelly Ross, and Steve Popp unpack how to turn CS teams into commercially-minded contributors without losing trust, identity, or the client relationship. Customer success teams are being asked to drive revenue — and CROs are making it the #1 priority for 2026. In this episode of Building Your Sales Engine, host Mark McGraw sits down with Kelly Ross and Steve Popp to unpack the trend of turning CS, account management, and client success roles into revenue contributors responsible for renewals, expansion, upsells, and cross-sells. The conversation goes beyond tactics. Mark, Kelly, and Steve dig into the identity conflict CS people face when asked to "sell," the head trash around being "salesy," and why leaders must start with *will* before *skill*. They share the mindset shift that unlocks the role ("we're not selling, we're servicing"), the simple QBR questions that surface new opportunities, and a full map of expansion plays — from seat growth and product suite cross-sell to services, M&A, and sister-company opportunities. If you lead a CS team, manage revenue ops, or sit in a customer success seat yourself, this episode gives you a playbook for making the transition stick — and a framework for protecting your people while you do it. About Kelly Ross: Kelly Ross has spent 25 years in sales, marketing, and enablement roles across ed tech and SaaS, with recent focus on revenue enablement across all customer-facing roles. She brings deep experience helping organizations evolve from sales-only enablement into a broader, more inclusive revenue enablement function. Connect with Kelly: https://www.linkedin.com/in/kellyannross About Steve Popp: Steve Popp has carried the bag, led sales management, run sales training and enablement, and spent 13+ years in SaaS — most recently in revenue, sales, and leadership development at Epsilon. He partners with SaaS organizations from $5M to $250M+ to align RevOps, enablement, and leadership around predictable revenue growth. Connect with Steve: https://www.linkedin.com/in/stevejpopp/ Host: Mark McGraw — Building Your Sales Engine In This Episode: Why CROs are putting "make CS commercially minded" at the top of the 2026 priority list The identity conflict CS people feel when asked to sell — and how leaders should navigate it Will before skill: making it safe for someone to say "no" to a new role The mindset reframe: "We're not selling. We're servicing. We're helping." Building the sales antenna — listening for expansion signals already happening in every conversation Turning the QBR into a revenue conversation with two simple questions A full map of expansion plays: seat growth, product suite cross-sell, services, divisions, M&A, sister companies Why every renewal — and every potential churn — should also be an expansion conversation Using AI and call recording to surface opportunities CS teams are missing Why this isn't really "sales training" — it's communication and influence training Links: Sandler: https://www.Sandler.com Episode page: https://www.BuildingYourSalesEngine.com/ Show links: https://linktr.ee/buildingyoursalesengine Mark McGraw on LinkedIn: https://www.linkedin.com/in/markmcgraw/ Kelly Ross on LinkedIn: https://www.linkedin.com/in/kellyannross Steve Popp on LinkedIn: https://www.linkedin.com/in/stevejpopp/

A 38-year sales management veteran breaks down his six-facet framework for building and running a high-performing sales team. In this episode of Building Your Sales Engine, host Mark McGraw sits down with Pete Fasulo -- a 38-year sales management veteran and fractional sales manager -- to unpack his six-facet framework for running a high-performing sales team. From hiring the right reps to disciplining the wrong ones, Pete shares the structure he uses inside Sandler's fractional sales manager program to drive 15-40%+ revenue gains for his clients. If you're a sales manager, a business owner without one, or a top rep being pushed into management, this is the playbook conversation you've been looking for. Host: Mark McGraw -- Building Your Sales Engine Co-host: Josh Pitchford -- Building Your Sales Engine About Pete Fasulo: Pete Fasulo is VP, Sales Leadership Programs at Sandler with 38 years of sales and sales management experience, including a role as VP of Sales at AT&T and 11 years owning his own business. Today he leads Sandler's fractional sales manager program, serving as the acting sales manager for small and mid-sized companies that need professional structure without a full-time hire. Why the best sales reps often make the worst sales managers -- the "Ted Williams syndrome" The six facets every sales manager needs as a structure: recruiting, interviewing/hiring, onboarding & ramp-up, coaching, motivation, and disciplining Why "hire slowly, fire quickly" needs a caveat -- and how a proper ramp-up plan changes everything The interview question Pete asks every candidate to expose the wrong fit fast How to build a month-by-month ramp-up with monthly business objectives (MBOs) instead of premature revenue goals Why your CRM is not your sales manager -- and what structured weekly one-on-ones must include How to prune a pipeline so it stops being a "sewer line" The fractional sales manager model: what it looks like, what it costs in time, and the results clients see Six Facets of Sales Management (Pete's Framework): 1. Recruiting -- Always be building a bench, not just hiring out of desperation 2. Interviewing & Hiring -- Ask the right questions to confirm fit, not chemistry 3. Onboarding, Ramp-Up & Training -- Match your ramp-up plan to your real time-to-quota 4. Coaching -- Weekly team meetings + weekly individual meetings (WIMs), every time 5. Motivation -- Positive reinforcement, sales contests, and Pete's "nine musts" of a successful contest 6. Disciplining -- A structured corrective action plan tied to ramp-up milestones Links: Sandler: https://www.Sandler.com Episode page: https://www.BuildingYourSalesEngine.com/ Show links: https://linktr.ee/buildingyoursalesengine Pete Fasulo on LinkedIn: https://www.linkedin.com/in/pete-fasulo-3357a3/ Mark on LinkedIn: https://www.linkedin.com/in/markmcgraw/

The movable middle — that 60% in the center of every sales team — is where leaders win or lose the year, and Kelly Ross joins Mark McGraw to unpack exactly how to elevate them. The movable middle is the 60% of your sales team that decides whether your year is great or just "okay." In Episode 62 of Building Your Sales Engine, host Mark McGraw sits down with Sandler enablement leader Kelly Ross to break down the 20/60/20 rule and how sales managers can systematically shift their middle performers upward. Kelly and Mark unpack why top performers show up bright-eyed to every training while the middle hides in the back of the classroom, the role noise and distraction play in stalling growth, and how assessments, one-on-ones, and proven playbooks remove the guesswork. They get tactical on strategic vs. tactical coaching, the danger of "death by PowerPoint," and why progress (not perfection) is the real metric. They also tackle a counterintuitive lever: addressing the bottom 20%. When managers tolerate underperformance too long, they give the middle permission to coast. If you're a sales leader trying to raise the average — or a seller ready to climb out of the middle — this episode hands you the framework. About Kelly Ross Kelly Ross is a longtime Sandler advocate and leader who runs Sandler's Oregon operations on the West Coast. With deep experience on the sales enablement side, Kelly specializes in coaching, training design, and helping sales teams turn frameworks into real behavior change. Kelly Ross LinkedIn: https://www.linkedin.com/in/kellyannross/ Host: Mark McGraw — Building Your Sales Engine Marks LinkedIn: https://www.linkedin.com/in/markmcgraw/ In This Episode The 20/60/20 rule and why the middle 60% is where leaders make or break the year Why top performers always show up — and what their mindset signals about hiring and retention The real obstacles holding the middle back: noise, distraction, and unclear priorities Why "death by PowerPoint" loses the middle and how engagement-first training wins them back Using assessments and surveys so sellers can't argue with their own data AI in coaching — useful, but never a replacement for the human one-on-one Strategic vs. tactical coaching: stop running every meeting on the next deal Identifying the one bottleneck in a seller's pipeline instead of rebuilding the whole process Playbooks beat "figure it out" — give sellers the system, then let them weave in their sauce Mindset, the stories we tell ourselves, and reconnecting with your "why" The counterintuitive move: addressing the bottom 20% to motivate the middle Eagles vs. ducks — what kind of team are you actually building? Links Sandler: https://www.Sandler.com Episode page: https://www.BuildingYourSalesEngine.com/ Show links: https://linktr.ee/buildingyoursalesengine Mark on LinkedIn: https://www.linkedin.com/in/markmcgraw/ Kelly Ross on LinkedIn: https://www.linkedin.com/in/kellyannross/

A friendly, no-pressure tour of practical AI use cases for sales -- shared not by self-proclaimed experts, but by fellow learners passing along what's actually working. AI use cases for sales don't have to feel overwhelming. In this webinar-style episode, Mark McGraw opens up the toolbox and walks through a wide range of practical ways he and the Sandler Sales Engine team are using AI -- with one honest caveat up front: nobody here claims to have the world's knowledge of AI. The goal isn't to crown gurus or sell you on getting left behind. It's to give everyone an approachable entry point and a few ideas worth trying. Recorded live from one of our most popular workshops -- you'll see the audience chat pop up on screen throughout -- Mark covers tool-agnostic thinking, project folders, prompting fundamentals, recording and transcribing your calls, turning transcripts into LinkedIn posts, automating LinkedIn connections, stringing prompts into a prospecting workflow, pre-call planning, weekly briefings, AI role play, and creating decks and visuals. By no means all of it, but plenty to spark ideas wherever you are on the curve. Fun fact: the intro and graphics for this episode were created entirely with AI. As Mark puts it, you can't do everything -- but you can do one thing at a time. Pick the idea that fits your world and give it a try this week. Host: Mark McGraw -- Building Your Sales Engine In This Episode: Why you don't need to be an AI expert to start using it in sales The 84% stat: most people haven't touched AI, so showing up already puts you ahead George Carlin's "idiots and maniacs" and why everyone's at a different level Being tool-agnostic and thinking like an architect instead of chasing platforms Project folders: a simple, high-impact first step Adding skills/plugins and customizing a sales skill to Sandler methodology Five simple rules for writing better prompts Why you should record (almost) everything you can Matching and mirroring using a prospect's exact words from transcripts Tools worth knowing: Fathom, Plaud, and iPhone call recording Building a searchable "Virtual Mark" knowledge base from past calls Using AI to score sales calls, demos, and deal reviews Turning meeting transcripts into ready-to-edit LinkedIn posts Creating surveys and calculators that help prospects surface their own pain Automating LinkedIn connection requests with an AI-controlled browser Stringing prompts into a prospecting workflow (research → CRM → dialer) Pre-call planning and a weekly "chief of staff" briefing prompt Speeding up scope-of-work and RFP writing Practicing tough conversations with the Sandler AI Role Play Tool Why it all comes down to picking one thing and starting today Links: Sandler: https://www.Sandler.com Episode page: https://www.BuildingYourSalesEngine.com/ Show links: https://linktr.ee/buildingyoursalesengine Mark on LinkedIn: https://www.linkedin.com/in/markmcgraw/

In this episode of Building Your Sales Engine, I sit down with Josh Pitchford to discuss the intricacies of team selling. We delve into strategies for managing the chaos that often arises when multiple team members participate in sales calls. Learn how to effectively prepare through pre-call planning, ensuring each member knows their role and how to contribute. We explore the importance of maintaining balance in team presence, avoiding overwhelm, and the necessity of clear communication. Additionally, we emphasize the value of debriefing after meetings to capture lessons learned and ensure everyone is aligned on next steps. Join us for insights that can elevate your approach to team selling and enhance your overall sales effectiveness.

In this episode of Building Your Sales Engine, I sit down with Steve Popp to delve into the critical topic of driving adoption within sales organizations. We explore the challenges sales leaders face when implementing new initiatives and the importance of prioritizing effectively. Steve shares his insights on how to engage team members, crowdsource ideas, and establish a culture of buy-in for new training programs. We discuss the necessity of having influential advocates within the sales team to champion initiatives and the role of strategic planning in ensuring successful execution. If you’re looking to enhance your organization’s ability to adopt new strategies and drive revenue, this episode is packed with actionable insights you won’t want to miss.

Discover why sales forecasts miss the mark -- and how curiosity, skepticism, and clear future commitments can fix your pipeline accuracy for good. Happy ears have ruined more sales forecasts than bad markets ever will. In this episode, Mark McGraw and Josh Pitchford break down the real reasons sellers miss their forecasts -- starting with the dangerous habit of hearing only what they want to hear when a prospect gives them positive signals. Josh shares his go-to rule -- "curiosity and skepticism is the antidote to hope and happy ears" -- and explains why sellers are always just one question away from the truth. The conversation dives into the concept of clear future commitments: knowing exactly what's next, who's involved, and what the anticipated outcomes are, rather than settling for vague promises like "give me a call next Tuesday." Mark adds the manager's perspective, introducing the Eeyore-to-Tigger continuum for calibrating whether reps are sandbagging or over-projecting. The episode also tackles why forecast accuracy matters far beyond making the boss look good -- from resource planning and inventory to cashflow and staffing -- and how pipeline meetings should be coaching opportunities, not checkbox exercises. If your forecast feels more like a weather prediction than a business tool, this episode will show you how to fix it. Host: Mark McGraw -- Building Your Sales Engine Co-host: Josh Pitchford -- Building Your Sales Engine In This Episode: Why happy ears are the number one forecast killer "Curiosity and skepticism is the antidote to hope and happy ears" The danger of taking positive buyer signals at face value Why sellers stop asking questions when they hear good news Beware the positive prospect -- and the positive salesperson Risk mitigation: always asking "where could this go wrong?" The optimistic-realistic-pessimistic dial for forecast calibration The Eeyore-to-Tigger continuum for reading your reps What "clear future commitments" really means vs. vague next steps Knowing date, time, participants, agenda, and anticipated outcomes Why "I'm supposed to give them a call Tuesday" is not a clear future How missed forecasts reveal that a seller doesn't know their account Why forecast accuracy matters: resource planning, inventory, cashflow, staffing Think a level or two above where you are The importance of giving sellers permission to tell the truth Setting upfront contracts with your team around honesty Why end-of-quarter deals get weaponized by trained buyers Pipeline meetings as coaching opportunities, not checkbox exercises Using group pipeline reviews to keep the whole team learning Links: Sandler: https://www.Sandler.com Episode page: https://www.BuildingYourSalesEngine.com/ Show links: https://linktr.ee/buildingyoursalesengine Mark on LinkedIn: https://www.linkedin.com/in/markmcgraw/ Josh on LinkedIn: https://www.linkedin.com/in/josh-pitchford-6163274/

"If you're not committed to doing the work to get to a goal, don't set the goal. Because all you do is hurt your self-esteem and hurt your confidence." Discover the critical difference between desire and commitment -- the two ingredients of the will to sell that determine whether your sales goals drive you forward or drag you down. Every sales manager has seen it: a rep who knows what to do but won't do it consistently. In this episode, Mark McGraw and Josh Pitchford unpack why desire without commitment creates a dangerous gap -- and how managers can uncover a salesperson's compelling why without becoming a persecutor in the relationship. In this episode, you'll learn: The real difference between desire and commitment in sales Four types of motivation -- and why only one is sustainable How to uncover your (or your rep's) compelling why The 1-to-10 commitment scale for honest goal conversations Why caring more than your rep makes YOU the problem The pilot light test: how to know if someone has the drive Why setting uncommitted goals destroys your confidence Host: Mark McGraw -- Building Your Sales Engine Co-host: Josh Pitchford -- Building Your Sales Engine Links: Sandler: https://www.Sandler.com Episode page: https://www.BuildingYourSalesEngine.com/ Show links: https://linktr.ee/buildingyoursalesengine Mark on LinkedIn: https://www.linkedin.com/in/markmcgraw/ Josh on LinkedIn: https://www.linkedin.com/in/josh-pitchford-6163274/

"If you don't have a system, it's backyard football, after Thanksgiving dinner, everybody go out there and get open. You score touchdowns every now and then, but there's too much on the line to play backyard football." Discover why having a proven sales system beats winging it -- and how it transforms results for sellers and managers alike. Most salespeople default to the buyer's process without realizing there's another option. In this episode, Mark McGraw and Josh Pitchford break down the real benefits of systematizing your sales approach -- from creating predictability and shortening sales cycles to recognizing patterns, combating fear in the moment, and getting to "no" faster. The conversation then shifts to the manager's lens: how a shared system improves forecast accuracy, makes pre-call planning and debriefing actionable, and gives your team a common language for team selling. In this episode, you'll learn: - Why predictability is the #1 benefit of a sales system - How to shape the sales process instead of being shaped by it - The "start with no" mindset that takes all the pressure off - The GATE process: Goals, Actions, Tools, and Exit criteria - How the 10-80-10 concept applies to manager-rep sales calls - Why the most important upfront contract is between seller team members - How a documented system accelerates new rep onboarding 🎙️ Host: Mark McGraw — Building Your Sales Engine 🎤 Co-host: Josh Pitchford — Building Your Sales Engine 👇 Timestamps below 👇 ✅ Like + Subscribe for more expert sales insights 🎙️ Full podcast episodes: buildingyoursalesengine.com **Links:** Sandler: https://www.Sandler.com Show links: https://linktr.ee/buildingyoursalesengine Website: https://www.BuildingYourSalesEngine.com Mark on LinkedIn: https://www.linkedin.com/in/markmcgraw/ Josh on LinkedIn: https://www.linkedin.com/in/josh-pitchford-6163274/

Learn how to put a dollar amount on any sales problem -- the skill that justifies investments, creates urgency, and helps buyers sell internally. Quantifying pain is one of the most powerful skills in sales, yet most sellers avoid the financial conversation entirely. In this episode, Mark McGraw and Josh Pitchford break down why putting a dollar amount on a problem changes everything -- from justifying the investment and creating urgency to empowering buyers to sell internally to decision makers. Learn practical tactics for doing the math with prospects: stacking numbers to lead the witness, uncovering opportunity costs, calculating the cost of doing nothing, and using the value gap to multiply impact over time. The key insight? When they do the math, they're buying. When you do it, you're selling. Host: Mark McGraw -- Building Your Sales Engine Co-host: Josh Pitchford -- Building Your Sales Engine In This Episode: Why people pay attention when there's a number attached to a problem How quantifying pain justifies investments, creates urgency, and accelerates decisions The cost of doing nothing: what happens when buyers delay six months Empowering buyers to sell internally with a financial business case How to put a dollar amount on nebulous problems like bad service Stacking numbers: giving prospects a multiple choice range to start the math The value gap: where are you today vs. where do you want to be Opportunity cost: where the real money is When they do the math, they're buying -- when you do it, you're selling Having business conversations vs. product conversations with decision makers Links: Sandler: https://www.Sandler.com Episode page: https://www.BuildingYourSalesEngine.com/ Show links: https://linktr.ee/buildingyoursalesengine Mark on LinkedIn: https://www.linkedin.com/in/markmcgraw/ Josh on LinkedIn: https://www.linkedin.com/in/josh-pitchford-6163274/

Discover the hidden weaknesses that sabotage sales hires -- and how assessments reveal the sales DNA that resumes can't show. Hiring the right salesperson is harder than it looks. 72% of salespeople say the job was misrepresented after they were hired -- and most hiring managers focus on technical skills while ignoring the beliefs and mindset that actually predict success. In this episode, Andy Miller of Objective Management Group reveals how to build a hiring system that uncovers hidden weaknesses before they cost you. Andy breaks down the three buckets that determine sales success: will to sell, sales DNA, and tactics. Learn why hunters and farmers require completely different profiles, how need for approval sabotages execution, and why the best candidates often interview the worst. Plus, Andy shares the Goldwing motorcycle story -- a perfect example of how head trash kills deals. About Andy Miller: Andy Miller is a Partner Coach at Objective Management Group (OMG) and a sales consultant with 35 years of experience. He is the author of the international bestseller "The Science of Hiring Quota-Busting Sales Teams." Andy on LinkedIn: https://www.linkedin.com/in/bigswiftkick/ Host: Mark McGraw -- Building Your Sales Engine In This Episode: Why 72% of salespeople say the job was misrepresented after being hired Hiring is a system, not just picking the right assessment The three buckets: will to sell, sales DNA, and tactics Why managers hire for technical skills but should hire for attitudinal fit Hidden weaknesses: the beliefs that sabotage sales execution Hunter vs. farmer: why hybrids rarely work Need for approval: how likable candidates often can't close "You hired a cat when you needed a hunting dog" Weeding vs. wooing: why top producers don't respond to job ads Always be recruiting: Google's one-day-a-week rule The Goldwing story: how head trash loses sales Why great resumes and great interviews don't predict performance How your own shopping habits show up in your selling Building relationships vs. having acquaintances One contact disorder (OCD): the danger of single-threaded accounts Links: Sandler: https://www.Sandler.com Episode page: https://www.BuildingYourSalesEngine.com/ Show links: https://linktr.ee/buildingyoursalesengine Mark on LinkedIn: https://www.linkedin.com/in/markmcgraw/ Andy on LinkedIn: https://www.linkedin.com/in/bigswiftkick/

In this episode of Building Your Sales Engine, I delve into the significance of conducting effective discovery calls. Joined by my colleague Josh Pitchford, we explore why many sales professionals struggle with this crucial aspect of the sales process. We discuss the common pitfalls of falling into pitch mode too early, the importance of understanding the prospect's needs, and how to avoid the trap of focusing on our own solutions instead. By shifting our mindset from selling to understanding, we can foster more meaningful conversations that lead to better outcomes. Tune in as we share practical strategies to enhance your discovery calls, ensuring they are both insightful and productive.

Master WIMP Junction—the Sandler concept that separates top sellers from those who give away leverage—with a 5-step framework to stay in control of every deal. WIMP Junction is the Sandler concept every seller needs to master: that fork in the road where you either follow the buyer's system and lose leverage, or maintain control of your sales process. When prospects say "Can you send a quote?" or "Can we get a demo?"—these are danger zones, not buying signals. In this episode, Mark McGraw and Josh Pitchford share five practical strategies to overcome WIMP Junction: pre-deciding your response, pre-call planning, setting your dial to "no," using reversing techniques, and aligning your intentions. Learn why choosing short-term discomfort leads to long-term sales success. It's hard to prospect, and it's hard to miss your number—choose your hard. About Josh Pitchford Josh Pitchford is a Sandler trainer and coach at Sales Engine, where he helps sales professionals and teams build predictable revenue systems. With extensive experience in enterprise sales and account management, Josh specializes in teaching relationship-building strategies, account planning, and the Sandler methodology. Host Mark McGraw — Building Your Sales Engine In This Episode What WIMP Junction is: the fork in the road between following the buyer's system or your own Mark's desk drawer story and why WIMP Junction "haunted" him for years Golden Retriever Selling: why fetching every request kills deals The moment you lose all leverage (and how to keep it) The Sandler Rule: get equal or greater value for everything you give Five strategies to overcome WIMP Junction: pre-decide, pre-call plan, set the dial to "no," use reversing, and align intentions Why understanding beats "selling" every time Choose Your Hard: trading short-term comfort for long-term success Links Sandler: https://www.Sandler.com Episode page: https://www.BuildingYourSalesEngine.com/ Show links: https://linktr.ee/buildingyoursalesengine Josh on LinkedIn: https://www.linkedin.com/in/josh-pitchford-6163274/

Inversion thinking helps sales professionals anticipate failure before it happens, creating prevention rules that guarantee goal achievement. What if the secret to hitting your sales goals was visualizing failure instead of success? In this episode, Mark McGraw and Josh Pitchford explore inversion thinking, a powerful three-step framework that flips traditional goal-setting on its head. Instead of imagining success, you imagine failing at your goal and work backward to identify what went wrong. The process is simple but transformative: First, set your goal. Second, imagine it is the end of the year and you have failed. Third, create prevention rules that eliminate those failure points before they happen. This pre-mortem approach leverages our natural tendency toward negative thinking and turns it into a strategic advantage. Mark and Josh dive into practical applications, from shortening sales cycles to building prospecting habits. You will learn how to "pre-decide" your actions to remove willpower from the equation and why public accountability can leverage your need for approval to keep you on track. As the Sandler rule states, you have to learn to fail to win, and this episode shows you how to fail before you fail. About Josh Pitchford Josh Pitchford is a Sandler trainer and coach at Sales Engine, where he helps sales professionals and teams build predictable revenue systems. With extensive experience in enterprise sales and account management, Josh specializes in teaching relationship-building strategies, account planning, and the Sandler methodology. 🔗 Josh on LinkedIn: https://www.linkedin.com/in/josh-pitchford-6163274/ Host Mark McGraw — Building Your Sales Engine In This Episode The three-step inversion thinking framework for goal achievement Why imagining failure works better than visualizing success How to conduct a pre-mortem before things go wrong The concept of pre-deciding to eliminate willpower in the moment Creating non-negotiable prevention rules Common reasons salespeople fail to hit goals: not prospecting enough, extended sales cycles Getting to the ultimate decision maker to shorten sales cycles Finding the buyer's compelling event instead of relying on your own Why humans are wired for negative thinking and how to leverage it The importance of clear next steps in every sales conversation Bulletproofing your deals to mitigate risk Public accountability and leveraging need for approval Bringing future pain into the present moment to drive action Never let how you feel determine how you act Building rumble strips as guardrails toward your goals Links Sandler: https://www.Sandler.com Episode page: https://www.BuildingYourSalesEngine.com/ Show links: https://linktr.ee/buildingyoursalesengine Josh on LinkedIn: https://www.linkedin.com/in/josh-pitchford-6163274/

Mark McGraw and Josh Pitchford reveal the six essential checkpoints every seller needs to crush their goals and start the new year with confidence.

Are you ready to hit the ground running in the new year? In this milestone 50th episode, Mark McGraw and Josh Pitchford break down the six critical areas every sales professional must address to start strong and finish stronger.

From setting stretch goals you'll only achieve 25% of the time (yes, really) to building your "cookbook" of controllable behaviors, Mark and Josh share the exact framework they use with clients to transform overwhelming annual quotas into manageable, motivating action plans. You'll learn about the KARE model for account segmentation, why your personal goals drive your professional success, and how to identify and crush the self-limiting beliefs holding you back.

Whether you're a sales leader preparing your team or an individual contributor mapping out your year, this checklist will help you move from daunting quotas to confident execution. Plus, hear Mark's "star salesman" story and why that's not the compliment you think it is.

About Josh Pitchford: Josh Pitchford is a Sandler trainer and coach at Sales Engine, where he helps sales professionals and teams build predictable revenue systems. With extensive experience in enterprise sales and account management, Josh specializes in teaching relationship-building strategies, account planning, and the Sandler methodology.
🔗 Josh on LinkedIn: https://www.linkedin.com/in/josh-pitchford-6163274/

Host: Mark McGraw — Building Your Sales Engine

In This Episode:

• The six-point checklist for starting your sales year strong
• Why written goals beat goals "in your brain"
• David Sandler's counterintuitive advice: set goals you'll only hit 25% of the time
• How to create a quarterly revenue map to make quotas manageable
• The "cookbook" concept: your recipe for consistent sales success
• Why personal goals drive professional motivation
• The KARE model (Keep, Attain, Recapture, Expand) for account segmentation
• Territory zoning and why being a "star salesman" isn't a compliment
• Using AI tools like ChatGPT to optimize your territory routes
• Building strategic plans for your top 10 accounts
• The three-by-three framework: going wider, higher, and deeper in accounts
• Skill development priorities for the coming year (including AI)
• The belief wheel: how beliefs drive actions and results
• Identifying and crushing self-limiting beliefs
• Why referral asks belong in every seller's cookbook
• "It's not how you feel that determines how you act, it's how you act that determines how you feel"

Links:

• Sandler Training: https://www.Sandler.com
• Episode Page: https://www.BuildingYourSalesEngine.com/
• Show Links: https://linktr.ee/buildingyoursalesengine
• Josh Pitchford LinkedIn: https://www.linkedin.com/in/josh-pitchford-6163274/

A proven 5-step framework for setting and achieving goals—from removing clutter to celebrating success along the way. Most people fail at goals because they start without a foundation. Dustin Schadt has developed the REACH method—a framework that helped him mentor 18 people, with 16 earning promotions, raises, or recognition as top performers. As a sales leader with 27 years in packaging, Dustin breaks down the REACH framework: Realize greatness and remove clutter, Evaluate your mission and execute your plan, Account for your time and acknowledge failures, Celebrate successes and challenge yourself, and Hone your skills while helping others. You'll learn why physical clutter creates mental clutter, how to use incremental goals, and why helping others achieve their goals makes you better at achieving yours. About Dustin Schadt: Dustin Schadt is a sales leader with 27 years of experience in the packaging industry. He's passionate about mentoring and helping people succeed—considering himself a "dream manager" who helps team members set ambitious goals and achieve the next level of success. Of the 18 people Dustin has mentored, 16 have been promoted, received above-average raises, or been recognized as top performers. 🔗 Dustin on LinkedIn: https://www.linkedin.com/in/dustin-schadt-3213794/ Host: Mark McGraw — Building Your Sales Engine In This Episode: The REACH framework: 5 steps for achieving goals R: Realize your greatness and remove the clutter (physical and mental) Why you need to remove clutter before setting goals Fear of giving things up: The biggest mental block E: Evaluate your mission and execute the plan Creating a mission statement you say daily Breaking big goals into incremental steps A: Account for your time and acknowledge where you failed Blocking time in your calendar for goal activities Monthly reviews: What did you learn? How did you apply it? C: Celebrate successes and challenge yourself to do better Why high achievers struggle to celebrate wins H: Hone your skills and help others Finding coaches and mentors at every level Why helping others makes you better at achieving your own goals Links: Sandler: https://www.Sandler.com Episode page: https://www.BuildingYourSalesEngine.com/ Show links: https://linktr.ee/buildingyoursalesengine Dustin on LinkedIn: https://www.linkedin.com/in/dustin-schadt-3213794/

Summary: The 7 biggest lies that keep salespeople stuck—and how to replace them with a winning mindset that closes more deals.

Description: Mark McGraw sits down with Josh Pitchford to break down the 7 biggest lies that keep salespeople from reaching their full potential. From believing your job is to educate prospects to thinking you need to win every deal, these mindset traps are costing you sales—and you might not even realize it.

In this episode, Mark and Josh reveal why discounting is lazy selling, how to handle price objections like a pro, and why there's never a bad time to call your prospects. You'll learn why buyers don't need to like you (they need to respect you), how emotions drive every purchase decision, and why chasing unwinnable deals has a massive opportunity cost. If you're struggling with confidence, pricing, or qualifying, this episode delivers the mindset shifts you need to win more deals without working harder.

About Josh Pitchford Josh Pitchford is a Sandler trainer and coach at Sales Engine, where he helps sales professionals and teams build predictable revenue systems. With extensive experience in enterprise sales and account management, Josh specializes in teaching relationship-building strategies, account planning, and the Sandler methodology.

🔗 Josh on LinkedIn: https://www.linkedin.com/in/josh-pitchford-6163274/

Host: Mark McGraw — Building Your Sales Engine

In This Episode:

• Lie #1: My job is to educate the prospect (spoiler: it's not)
• Why buyers have already done their research before they talk to you
• Your real job: Qualify first, educate second
• Lie #2: I have to win every deal
• Why chasing unwinnable deals wastes your most valuable resource: time
• How to focus on winnable deals and protect your ammunition
• Lie #3: I have to discount in order to win
• The math of discounting: A 10% discount means 50% more sales to break even
• Why discounting is lazy selling and how to compete on value instead
• How to handle price objections without caving
• Lie #4: It's a bad time to call
• Why there's never a bad time to reach out (yesterday, today, tomorrow)
• How to stop justifying why you shouldn't pick up the phone
• Lie #5: I'm not ready
• The Sandler rule: It's not how I feel that determines how I act—it's how I act that determines how I feel
• How to build confidence by taking action first
• Starting small: Tiny goals build unstoppable momentum
• Lie #6: I have to do everything the buyer asks
• Why being a "sales golden retriever" kills your credibility
• Respect trumps likeability: Buyers need value, not a friend
• Why value triumphs relationships 9 times out of 10
• Lie #7: People buy on logic, not emotion
• Every purchase starts with emotion, logic justifies it later
• How to trigger emotions and close more deals
• The opportunity cost of chasing every deal
• Why consistency is the only thing that wins in sales

Links

• Sandler: https://www.Sandler.com
• Episode page: https://www.BuildingYourSalesEngine.com/
• Show links: https://linktr.ee/buildingyoursalesengine
• Josh on LinkedIn: https://www.linkedin.com/in/josh-pitchford-6163274/
• Episode handout: https://www.buildingyoursalesengine.com/giveaway14

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 from chaotic ones. In this conversation with Mark McGraw, he breaks down his "sales engine" framework: partner selection (willingness and ability to invest), enablement (training, co-selling, monkey-see-monkey-do), and metrics (dashboards that drive behavior). You'll learn why Sandler is the "how" that enables every channel tool, how to make it easy for partners to do business with you, and why the best partners invest in their people and infrastructure.

About John Rosati John Rosati is a channel sales executive with 30 years of experience in technology sales, currently leading Motorola's channel partner business for professional communications and radio across North America. Starting his career with cold calls at Motorola (70-100 calls a day), John moved through inside sales, outside sales, and eventually into channel leadership roles managing billion-dollar partner networks. He specializes in building repeatable sales engines for channel partners, partner enablement, co-selling strategies, and using metrics to drive predictable revenue. John is passionate about Sandler Training and has implemented Sandler methodologies across his channel teams to create consistent, scalable results.

🔗 John on LinkedIn: https://www.linkedin.com/in/johnrosati911/

Host: Mark McGraw — Building Your Sales Engine

In This Episode:

• Why selling through channels is a force multiplier when done right

• The "vibrating football game" analogy: What happens without a system

• The sales engine framework: Onboarding, enablement, programs, metrics

• Partner selection: Willingness and ability to invest (the #1 indicator)

• Why mindshare leads to wallet share with channel partners

• The monkey-see-monkey-do approach: Co-selling and ride-alongs

• How Sandler helps channel partners avoid common selling mistakes

• Why traditional sellers want to "throw features and benefits" immediately

• Getting channel partners to qualify: Pain, budget, decision, process

• The challenge: Channel partners hate reporting (and how to make it easier)

• Dashboards and metrics: Leading indicators vs. lagging indicators

• Point of sale metrics: Are products moving off partner shelves?

• Scorecards and competitive rankings to drive partner behavior

• Making it easy to do business with: The holy grail of channel success

• How supply chain challenges during COVID tested "easy and consistent"

• Improving the out-of-box experience to save partners time

• Using AI to make information access more efficient for partners

• Why Sandler is the "how" that turbo-boosts other sales tools

• The importance of hand-to-hand combat: Getting with sellers directly

• Strategic selling, Miller Heiman, and how Sandler enables those frameworks

Links

• Sandler: https://www.Sandler.com

• Episode page: https://www.BuildingYourSalesEngine.com/

• Show links: https://linktr.ee/buildingyoursalesengine

• John on LinkedIn: https://www.linkedin.com/in/johnrosati911/

 

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 Mark McGraw, she breaks down how emotions drive actions (which create results), why understanding "why" isn't necessary for healing, and how she helps clients dissolve decades-old limiting beliefs in 3-4 weeks. You'll learn about the 95/5 rule of the subconscious mind, why managing emotions doesn't work, and real results like sleeping through the night, doubled revenue, and healed relationships—all from dissolving emotional triggers in minutes.

About Rochelle Carrington Rochelle Carrington is a coach and consultant specializing in helping high achievers dissolve subconscious emotional patterns that drive burnout, stress, and self-sabotage. Using neuroscience-based protocols, she works with CEOs, business owners, and peak performers to release limiting beliefs formed in childhood—without reliving past trauma or telling their stories. Her approach combines neuroscience, somatic psychology, and quantum physics to create rapid, permanent shifts. Rochelle has helped clients sleep through the night after years of insomnia, stop procrastinating, improve relationships, and significantly increase business revenue—all by addressing the emotional patterns running 95% of their actions.

🔗 Rochelle on LinkedIn: https://www.linkedin.com/in/rochellecarrington/

Host: Mark McGraw — Building Your Sales Engine

In This Episode:

• Why high achievers with everything externally are burnt out internally

• The problem with traditional therapy: Reliving stories deepens neural pathways

• How emotions create actions, which create results (not the other way around)

• The 95/5 rule: Your subconscious runs 95% of your actions

• Why you don't need to understand "why" to heal emotional triggers

• Subconscious emotional patterns formed before age 7 drive adult behavior

• The nervous system's role: Fight, flight, or freeze responses

• Why procrastination is often a nervous system freeze response

• How emotional triggers get dissolved in 10-15 minutes (not years)

• The difference between managing emotions and dissolving them

• Why discipline and willpower are compensating for underlying beliefs

• Real results: Sleeping through the night, relationships healing, revenue doubling

• The CEO who couldn't stand his company (and expanded to Mexico after 8 weeks)

• How dissolved beliefs create new neural pathways permanently

• The reticular activating system (RAS): Seeing opportunities you couldn't see before

• Why "the why doesn't matter"—just dissolve the emotional charge

• Managing emotions vs. dissolving emotions: Which actually works?

• How limiting beliefs like "I'm not good enough" pile up in childhood

• The water jug analogy: When high achievers finally hit burnout

• Why this approach is becoming the future of peak performance

Links

• Sandler: https://www.Sandler.com

• Episode page: https://www.BuildingYourSalesEngine.com/

• Show links: https://linktr.ee/buildingyoursalesengine

• Rochelle's Substack: Mindset Matters

 

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 episode with Mark McGraw, he breaks down the "3x3" strategy for identifying influencers, explains why relationship maps beat org charts, and shares why you need to know people's "5 to 9" (not just their 9 to 5). You'll learn how to fence your accounts, and expand relationships before your competition does.

• Relationship Map Template: [Link in show notes]

About Josh Pitchford Josh Pitchford is a Sandler trainer and coach at Sales Engine, where he helps sales professionals and teams build predictable revenue systems. With extensive experience in enterprise sales and account management, Josh specializes in teaching relationship-building strategies, account planning, and the Sandler methodology. He's passionate about helping sellers move beyond single-point-of-contact relationships to build the depth and breadth needed to protect and expand strategic accounts.

🔗 Josh on LinkedIn: https://www.linkedin.com/in/josh-pitchford-6163274/

Host: Mark McGraw — Building Your Sales Engine

In This Episode:

• Why "another lunch with Grant" won't win you more business

• The best defense is a good offense: Building sticky relationships

• The 3x3 strategy: Mapping relationships across and up/down

• How to "put a fence around your account" to block competitors

• Why your competition won't go after your main POC (they'll wedge elsewhere)

• The #1 fear sellers have: Their main point of contact leaving

• Relationship maps vs org charts: Why dotted lines matter

• The advocacy score: Moving people from detractor to champion on a -5 to +5 scale

• Identifying influencers: There are now 14+ people involved in enterprise decisions

• The three levels with influencers: Identify, access, influence

• Bomb-proofing your account: What could go wrong and how to protect yourself

• Why the weather is always changing in your accounts (every 90 days)

• How to know people as people: The "5 to 9" not just the "9 to 5"

• The fuzzy file: Collecting personal information about your contacts

• Unreasonable hospitality: Going the extra mile with thoughtful gestures

• Using AI and Etsy for personalized gifts that deepen relationships

• Mapping to the buyer's network: Connecting your team to theirs

Links

• Sandler: https://www.Sandler.com

• Episode page: https://www.BuildingYourSalesEngine.com/

• Show links: https://linktr.ee/buildingyoursalesengine

• Josh on LinkedIn: https://www.linkedin.com/in/josh-pitchford-6163274/

• Relationship Map Template: [Link in show notes]

 

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 learn why your spouse's behavior at company events can derail your promotion, how to "manage up" when you have a weak boss, and the critical difference between leadership and management. Whether you're an individual contributor or a manager developing your team, this episode delivers career-accelerating insights.

• Episode page: https://www.BuildingYourSalesEngine.com/

About Darryl Stromberg Darryl Stromberg is a Sandler Coach at Sales Engine, bringing over 30 years of leadership and sales operations experience. His career includes roles as Director of North American Operations and Manager of Sales Operations at Motorola Solutions, where he led teams, streamlined processes, and drove performance improvements. Known for his mentoring and coaching, Darryl has helped dozens of professionals advance their careers through intentional leadership development.

🔗 Darryl on LinkedIn: https://www.linkedin.com/in/darrylstromberg/

Host: Mark McGraw — Building Your Sales Engine

In This Episode:

• The critical difference between leadership and management

• How to position yourself as a leader through behavior and listening

• Why sitting at the front of the room matters at company events

• The "be entertained, don't be the entertainment" rule for company events

• How your spouse's behavior can disqualify you from promotions

• Why leaders are constant learners (books, articles, videos)

• Building influence through article sharing and mentoring

• Results from Darryl's mentoring: 16 of 18 people promoted or recognized

• The Behavior-Attitude-Technique (BAT) framework for leadership

• Modified monthly performance reviews that drive accountability

• Managing up: How to succeed with weak managers

• Scheduling your own one-on-ones with your boss

• Becoming the "leader of your manager" through influence

• Filling organizational vacuums as an individual contributor

• Why you must do your job first before expanding leadership

• The power of great mentors in career development

• Testing if management is right for you before accepting the role

• Leading projects without direct reports to build leadership muscle

• Building a "dome of trust" with colleagues and leaders

• Why motive matters: Serving others vs. self-promotion

Links

• Sandler: https://www.Sandler.com

• Episode page: https://www.BuildingYourSalesEngine.com/

• Show links: https://linktr.ee/buildingyoursalesengine

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 manuals), and inspire them to execute. She also shares a game-changing insight that surprised Mark after 29 years in sales leadership: finish your SKO with a motivational speaker, not product presentations.

If you're planning a sales kickoff or struggling to get your team aligned on vision, this episode is your playbook.

About Lisa Gosselin

Lisa Gosselin is Chief Commercial Officer at Cars Commerce, where she leads go-to-market strategy, deepens strategic partnerships, and drives revenue growth for dealers and OEMs. Appointed in February 2025, Lisa brings 25+ years of commercial leadership across SaaS, ad tech, and data-driven marketing. Previously, as Chief Revenue Officer at Numerator (Bain Capital-backed), she transformed the commercial organization and delivered four consecutive years of double-digit growth. Lisa has also held senior leadership roles at Conversant-Epsilon, Catalina Marketing, Anheuser-Busch, PepsiCo, and Suntory. She specializes in organizational transformation—building high-performing teams and turning vision into execution.

🔗 Lisa on LinkedIn: https://www.linkedin.com/in/lisagosselin/

Host: Mark McGraw — Building Your Sales Engine

In This Episode:

• The 3 pillars of great SKOs: Align, Enable, Inspire

• Why the last day has to be a bang (finish with motivation, not product)

• How to keep teams focused: cadence, governance, shared accountability

• Playbooks that work: simple, dynamic, Q&A-driven (not 100-page manuals)

• Product & marketing alignment: 30 minutes max, no training sessions

• Why you need to repeat the vision until people mock you (Jim Collins principle)

• Client panels vs. motivational speakers: when to use each

• Themes that work: base them on your market challenges, not gimmicks

• The project manager role: who should run your SKO (hint: not you)

• How to sustain momentum after the event: vision, governance, redundancy

Links

Sandler: https://www.Sandler.com
Episode page: https://www.BuildingYourSalesEngine.com/
Show links: https://linktr.ee/buildingyoursalesengine
Lisa on LinkedIn: https://www.linkedin.com/in/lisagosselin/

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 about you, pre-deciding how you'll respond before crisis hits, and being a "person person" instead of a "people person." He also shares the "dog poop principle"—a moment on January 1st that prepared him for the hardest year of his life.

If you're facing adversity in business, health, or life, this episode is a masterclass in perspective, resilience, and choosing growth over fear.

About David Karp:
David Karp is Chief Customer Officer at Disqo, where he leads customer success for some of the world's biggest brands measuring brand advertising impact. With decades of experience in sales, account management, and customer success, David specializes in closing operational gaps and championing the customer. He's been married for 36+ years, is rooted in his faith, and believes in showing up for others—especially when life gets hard.

🔗 David on LinkedIn: https://www.linkedin.com/in/davidalankarp/

Host: Mark McGraw — Building Your Sales Engine

In This Episode:

• The brain cancer diagnosis on his 60th birthday—and why David calls it "the best thing"

• How to pre-decide your response to adversity before it happens

• The "dog poop principle": What stepping in dog poop taught him about perspective

• Why "it's not about you" is the most powerful mindset shift in crisis

• The roller coaster analogy: Holding hands through the terrifying moments

• How David influenced 10+ men to start going to the doctor

• Be a "person person," not a "people person"—the power of presence

• Why 80% of people you meet are going through something serious

• The sphere of control vs. influence: What you can actually change

• Learning from adversity: Growth-minded lessons from failure and hardship

Links

Sandler: https://www.Sandler.com
Episode page: https://www.BuildingYourSalesEngine.com
Show links: https://linktr.ee/buildingyoursalesengine

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: buildingyoursalesengine.com/giveaway

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 sales leadership. He walks through his morning routine (prayer, physical, then professional), why he plans each day the night before, and how speaking at industry events became his #1 prospecting channel. Rich also explains why LinkedIn has become "noisy," how to network with authenticity, and why he's intentional about slowing down the sales process to truly understand his clients' businesses.

If you're tired of grinding through empty activity or want to build a sales career rooted in relationships and real value, this episode delivers a proven blueprint.

About Rich Simons

Rich Simons leads sales at Edge Business Systems in Georgia. With 17+ years in B2B sales, he's known for building deep client relationships, strategic partnerships, and mentoring emerging sales talent.

🔗 Connect with Rich on LinkedIn: https://www.linkedin.com/in/richsimons/

Host: Mark McGraw — Building Your Sales Engine

In This Episode:

• Why "quality per day" beats "volume per day" for sustainable success

• Rich's morning routine: prayer, physical, professional

• Planning your day the night before (and why it matters)

• How to define a "win" and track small victories

• The hunter vs. farmer mistake and staying in your role long enough to succeed

• Speaking in front of groups: the underutilized prospecting channel

• Why LinkedIn is "noisy" and how to network with authenticity

• Listening for symptoms (not explicit requests) to connect people

• The philosophy of giving to your network without keeping score

• Mentoring the next generation and why most people want to help

Links
Sandler: https://www.Sandler.com
Podcast Webpage page: https://www.BuildingYourSalesEngine.com/
Show links: https://linktr.ee/buildingyoursalesengine
Rich on LinkedIn: https://www.linkedin.com/in/richsimons/

 

 

Why Q4 isn't 92 selling days — and how to keep deals from slipping to January.

🔗 Download exclusive sales resources at: buildingyoursalesengine.com/giveaway

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: timeline, events, people

• Quantify the cost of delay (the $250K/month example)

• Be in the room where decisions happen

• Prepare for the handful of predictable objections

Links:
Sandler: https://www.Sandler.com
Episode page: https://www.BuildingYourSalesEngine.com/40
Show links: https://linktr.ee/buildingyoursalesengine
Josh on LinkedIn: https://www.linkedin.com/in/josh-pitchford-6163274/

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 here. 

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 visualize obsolescence (new-in/old-out), why your dials must be custom, and where AI helps—as long as you validate the output before you act.

🔗 Download exclusive sales resources at: buildingyoursalesengine.com/giveaway

Links
Sandler: https://www.Sandler.com
Episode page: https://www.BuildingYourSalesEngine.com/39
Show links: https://linktr.ee/buildingyoursalesengine
Chris on LinkedIn: https://www.linkedin.com/in/chris-blum-5439aa30/


In this episode:

• Reports → dashboards and real-time data validation

• Manage exceptions; the Power of 1% margin improvement

• Leading vs. lagging indicators for practical forecasting

• The pilot's six dials mindset for sales leaders

• Obsolescence: visualize new-in/old-out to protect margin

• Custom dials (cash flow, growth, R/Y/G alerts) tailored to your business

• AI to build faster—validate before you act

• Mark's practice: rolling 12s and "AI is great until it's not"

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: buildingyoursalesengine.com/giveaway

Guest: Rachel Chang — Project and Consulting Manager @ Sandler Training by Sales Engine
Host: Mark McGraw — Building Your Sales Engine

In this episode:

• The hunter vs. farmer trap (and how assessments prevent it)

• What each tool measures: work style/DISC, personality, sales capacity, object reasoning

• Reading energy × focus (DISC) and adjusting in real time

• Natural vs. adjusted style: why sustained "masks" burn people out

• Team assessments: find capability gaps; tailor training (composure/resiliency, negotiating, relationship skills)

• Experience vs. potential: use both—stop guessing
  
  

Links
Sandler: https://www.Sandler.com
Episode page: https://www.BuildingYourSalesEngine.com/38
Show links: https://linktr.ee/buildingyoursalesengine
Rachel on LinkedIn: https://www.linkedin.com/in/rachel-chang246/

How to lead sales teams through change with KPI discipline, psychological safety, clear cadence, and a risk register so signal beats noise.

Change doesn't break sales—silence and guesswork do. In this episode, Mark McGraw and guest Heather Martin lay out a practical playbook for leading teams through change: build a KPI foundation before you pivot, create psychological safety so truth flows up, communicate like a sales cycle (even when the update is "I don't know yet"), and use a risk register to prioritize signal over noise.

 

In this episode:

• Sales and pipeline are lagging indicators—how to read real market signal

• Build the KPI funnel (activities → meetings → opps) before change hits

• Psychological safety: set permission, protection, potency so reps speak up

• "Bring data to your gut": document with SCQA and metrics

• Managing up: write it down, include the risk register

• Be the stable leader: cadence, transparency, consistency

• Prioritization: signal vs. noise—what to park and how to track it

• Mental health: model PTO/boundaries so the team follows

• IC playbook: how sellers manage themselves (and their manager) through change

 

About Heather Martin

Heather Martin is Vice President at Crisp, where she leads CPG sales and go-to-market. With 15+ years in automation, data management & analytics, and category/shopper insights, she builds KPI-driven, psychologically safe teams and guides organizations through high-change periods with clear communication, documentation, and disciplined execution.

🔗 Download exclusive sales resources at: buildingyoursalesengine.com/giveaway

Mentioned in This Episode:

Sandler: https://www.Sandler.com
Episode page: https://www.BuildingYourSalesEngine.com/37
Show links: https://linktr.ee/buildingyoursalesengine
Heather on LinkedIn: https://www.linkedin.com/in/martinhl/

Long sales cycles aren't a patience test—they're a process. In this episode, Mark McGraw and guest Brian Hayes break down how to win 12–24-month capital deals without rushing: speak the buyer's language, use curiosity to find context, and build momentum through meaningful next steps instead of shortcuts.

In this episode:

• Why speed kills deals (and how context saves them)

• Capital buying reality: budgets, board approval, and timing

• Cost of delay as a lever to align urgency

• The Italy negotiation story: delivery date > everything else

• Stakeholder mapping: "Who else is involved?" and signatory authority

• Meaningful Next Steps: an operating system for long cycles

• "Help me understand" → "What if" (first 30 min vs. next 30 min)

• Pre-call reports, 3×3 matrix, and pre-mortems to avoid blind spots

• Being the Sherpa: guide the buy, don't just pitch
  
  

About Brian Hayes:

VP of Sales & Marketing at GPA (Global Process Automation). Brian sells and leads large, complex automation programs across paper, mining/minerals, and chemicals—bringing a Sandler-driven approach to discovery, stakeholder alignment, and clarity in next steps.

🔗 Download exclusive sales resources at: buildingyoursalesengine.com/giveaway

 

Mentioned in This Episode:

https://www.Sandler.com

https://www.BuildingYourSalesEngine.com/36

https://linktr.ee/buildingyoursalesengine

https://www.linkedin.com/in/brian-frank-hayes/

 

Elite selling isn't hype — it's standards. In this episode, Mark McGraw talks with sales leader and master connector Rob Vaka about how to link mindset to technique so you sell with clarity, qualify fast, and build trust that lasts.

In this episode:

• The connector mindset: be more interested than interesting

• Curiosity that leads to real discovery (not interrogation)

• Up-Front Contracts (UFC): agenda, time, outcome — clarity that reduces pressure

• Fit-first qualification: why "we may not be a fit" builds credibility

• Situational fluency: get in more rooms, play up, learn fast, course-correct

• "Imperial Guard" standards: raise the bar on people, process, and culture

• Fail forward: the buffalo-into-the-storm metaphor and keeping perspective

 

About Rob Vaka:

Sales leader and connector with a track record across life-saving technology (AED programs), luxury membership, wealth services, and sports media. Today he's building a high-standard ("Imperial Guard") sales team and teaching practical discovery, authentic qualification, and clarity in next steps.

 

🔗 Download exclusive sales resources at: buildingyoursalesengine.com/giveaway

 

Mentioned in This Episode:

https://www.Sandler.com

https://www.BuildingYourSalesEngine.com/35

https://linktr.ee/buildingyoursalesengine

https://www.linkedin.com/in/rob-vaka-1029264/

Stress isn't the enemy — it's energy. In this episode, Mark McGraw talks with Dr. Rebecca Heiss, stress physiologist, keynote speaker, and author of Springboard, about how a simple mindset shift can transform performance in sales, leadership, and life.

Rebecca explains why believing "stress is bad" is linked to worse outcomes, why "calm down" fights your biology, and how to reframe stress into focus, service, and action. You'll hear practical, science-backed tools you can use before your next presentation or sales call.

In this episode:

• The "stress mindset" and why the 43% mortality stat matters

• Why "calm down" is terrible advice — and what to do instead

• The "I'm excited" reframe to turn stress into usable energy

• The Fearless Framework: invite the tiger, choose adventure, set trajectory toward service

• How small wins beat procrastination via the Winner Cycle

• Why stress correlates with meaning and purpose (plus the bison-in-a-storm metaphor)

 

About Dr. Rebecca Heiss:

Biologist, stress physiologist, and author of Springboard, a short, action-first guide to using stress to your advantage. She donates 100% of her book's proceeds to charity and offers the Fearless Masterclass, a 52-module program on stress, fear, and imposter syndrome. Learn more at rebeccaheiss.com.

🔗 Download exclusive sales resources at: buildingyoursalesengine.com/giveaway

Mentioned in This Episode:

https://www.Sandler.com

https://www.BuildingYourSalesEngine.com/34

https://linktr.ee/buildingyoursalesengine

https://www.linkedin.com/in/rebeccaheiss/

https://rebeccaheiss.com/books/springboard/

In this episode of Building Your Sales Engine, Mark McGraw sits down with Emily Yepes to explore the tension between sales theory and real-world execution. They dive into four core concepts—upfront contracts, pricing, demos, and decision-making—and reveal how the best salespeople adapt when things don't go by the book.

Whether you're navigating internal power dynamics or figuring out how to tailor your message to an analytical buyer, this episode is a masterclass in pivoting with purpose.

Topics covered:

• The difference between breaking the rules and earning the right to break them

• When and how to discuss pricing early in the sales cycle

• Making demos conversational and customer-centric

• How to sell when the decision maker isn't in the room

Listen in to sharpen your instincts and elevate your ability to respond in the moment.

🔗 Download exclusive sales resources at: buildingyoursalesengine.com/giveaway

Mentioned in This Episode:

https://www.BuildingYourSalesEngine.com/follow
https://www.Sandler.com
https://www.BuildingYourSalesEngine.com/sandler
https://www.BuildingYourSalesEngine.com/33
https://linktr.ee/buildingyoursalesengine
https://www.linkedin.com/in/emily-yepes-90734620/

In this episode of Building Your Sales Engine, Mark McGraw welcomes Matt Detjen—North American Training Manager at Michelin and author of 'REFLECT: The Art of Powerful Sales Communication.' Matt shares the mindset shifts and practical frameworks that help sales professionals move beyond surface-level rapport and into deeper, more effective communication with their clients.

They explore how to build real rapport, the importance of reflective listening, and how to navigate emotional conversations that lead to trust and results. Matt breaks down how better listening unlocks sales opportunities, and why preparation, simplicity, and emotional validation can make or break a deal.

Whether you're a veteran sales leader or new to the game, this episode offers insightful takeaways you can apply immediately to build stronger client relationships—and drive more sales.

Mentioned in This Episode:

https://www.BuildingYourSalesEngine.com/follow

https://www.Sandler.com

https://www.BuildingYourSalesEngine.com/sandler

https://www.BuildingYourSalesEngine.com/32

https://linktr.ee/buildingyoursalesengine

REFLECT: The Art of Powerful Sales Communication: Amazon

Matt Detjen on LinkedIn: Linkedin

Mark McGraw sits down with Matt Martella, a seasoned executive with over 30 years of experience in tech, media, and digital advertising sales. They dive into the real-world challenges and strategies of cross-selling in B2B environments—from compensation misalignment to fear-based mindsets. This episode is a practical deep dive for sales leaders and sellers alike, packed with insights on how to build trust, align sales behavior with corporate strategy, and increase revenue by unlocking the full potential of your portfolio.

To find our handout for this episode, click here.

Matt outlines how technical training is never enough without understanding the emotional landscape sellers face. They explore how fear of losing a client or messing up a relationship often prevents cross-sell efforts from even getting started—and how to fix that.

You'll learn how to work backward from the client, build buy-in from the seller level up, and run accountable cross-functional meetings that actually get results.

Whether you're launching a new product, integrating after an acquisition, or just trying to build more wallet share—this episode gives you the blueprint for doing it the right way.

Mentioned in This Episode:

BuildingYourSalesEngine.com/follow

Sandler.com

BuildingYourSalesEngine.com/sandler

BuildingYourSalesEngine.com/31

Building Your Sales Engine on Linktree

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 here. 

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:

BuildingYourSalesEngine.com/follow

Sandler.com

BuildingYourSalesEngine.com/sandler

BuildingYourSalesEngine.com/30

Building Your Sales Engine on Linktree

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 here. 

 

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:

BuildingYourSalesEngine.com/follow

Sandler.com

BuildingYourSalesEngine.com/sandler

Emily Yepes on LinkedIn

BuildingYourSalesEngine.com/29

Building Your Sales Engine on Linktree

 

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 here.

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:

BuildingYourSalesEngine.com/follow

Sandler.com

BuildingYourSalesEngine.com/sandler

Scott Foernsler on LinkedIn

BuildingYourSalesEngine.com/28

Building Your Sales Engine on Linktree

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 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

Sandler.com

BuildingYourSalesEngine.com/sandler

Josh Pitchford on LinkedIn

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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 here.

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:

BuildingYourSalesEngine.com/follow

Sandler.com

BuildingYourSalesEngine.com/sandler

The Book on Partnerships: How Startups Work With Partners To Sell More, Add Features, And Get Acquired by Franz-Josef Schrepf

Harris Fogel on LinkedIn

BuildingYourSalesEngine.com/26

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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 here.

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:

BuildingYourSalesEngine.com/follow

Sandler.com

BuildingYourSalesEngine.com/sandler

Terry Turley on LinkedIn

The Art of Japanese Management by Anthony G. Athos and Richard Tanner Pascale

Chaos Theory Step by Step: Understanding Unpredictability, Turbulence & Disorder in Dynamic, Complex Systems by Steve Murphy 

Values Based Selling: The Art of Building High-Trust Client Relationships by Bill Bachrach

BuildingYourSalesEngine.com/25

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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 here.

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:

BuildingYourSalesEngine.com/follow

Sandler.com

BuildingYourSalesEngine.com/sandler

Sheri Spencer Bachman on LinkedIn

BuildingYourSalesEngine.com/24

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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 here.

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:

BuildingYourSalesEngine.com/follow

Sandler.com

BuildingYourSalesEngine.com/sandler

Tim Geisert on LinkedIn

BuildingYourSalesEngine.com/23

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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 here.

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:

BuildingYourSalesEngine.com/follow

Sandler.com

BuildingYourSalesEngine.com/sandler

Markku Kauppinen on LinkedIn

Get your DISC Assessment Here

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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 here.

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:

BuildingYourSalesEngine.com/follow

Sandler.com

BuildingYourSalesEngine.com/sandler

Carlos Garrido on LinkedIn

BuildingYourSalesEngine.com/21

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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 here.

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:

BuildingYourSalesEngine.com/follow

Sandler.com

BuildingYourSalesEngine.com/sandler

Brian Kavicky on LinkedIn

BuildingYourSalesEngine.com/20

Building Your Sales Engine on Linktree