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

Mark McGraw sits down with Andy Sherman to discuss curiosity and why it’s a superpower in sales. They cover how curiosity helps you stay grounded when conversations get tense, why it leads to better questions (and better outcomes), and what it takes to build it into a daily habit.

To find our handout for this episode, click here

Tune in to hear the difference between using curiosity as a tactic vs. living it as a principle, and how this shift can change the way you sell, lead, and show up. Join us to learn how to get curious on purpose—and why it might be the most powerful habit you can build.

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

Mentioned in This Episode:

BuildingYourSalesEngine.com/follow

Sandler.com

BuildingYourSalesEngine.com/sandler

Andy Sherman at W.M. Jordan

BuildingYourSalesEngine.com/19

Building Your Sales Engine on Linktree

Mark McGraw is joined by sales legend and longtime friend John Rosso for a deep dive into the critical (and often overlooked) discipline of pre-call planning. Together, they unpack the four-step framework that turns average sales calls into powerful, purposeful conversations—and why skipping this step is not just inefficient, but borderline criminal.

To find our handout for this episode, click here.

From defining clear objectives and setting upfront contracts to asking the right questions and getting your mindset right, this episode is packed with practical insights and real-world examples that will help you and your team shorten sales cycles, improve collaboration, and drive better results—whether you’re flying solo or running a joint sales call.

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

Mentioned in This Episode:

BuildingYourSalesEngine.com/follow

Sandler.com

BuildingYourSalesEngine.com/sandler

John Rosso on LinkedIn

StrategicCoach.com

Vistage.com

BuildingYourSalesEngine.com/18

Mark McGraw talks with John O’Brien, Founder of Sales Talent Group and a legend in the world of recruiting top-tier salespeople. They dive into what it really means to qualify hiring opportunities—for both candidates and hiring managers. John shares insights on how to run interviews like a pro, avoid expensive hiring mistakes, and design roles that attract the right people.

To find our handout for this episode, click here.

Join us to hear what most hiring managers get wrong, how top candidates quietly stand out, and why better preparation leads to better hires.

• John starts by explaining why hiring salespeople should feel like closing a million-dollar deal because, in many ways, it is.
• According to John, if you’re not treating hiring like a sales process, you’re flying blind. You could have the ability to hire the best salesperson. But having a process ensures you hire the right salesperson.
• John reveals the most important part of an interview that most hiring managers skip: Qualifying for pain, budget, and decision-making.
• Mark and John agree that there isn’t enough time in a sixty-minute interview to fully interview your candidates—unless you follow a clear process and set expectations upfront.
• Great candidates don’t list achievements—they tell stories that sell. John breaks down the STAR method of storytelling and how the best salespeople use it to tell compelling stories.
• Mark and John agree that hiring gets messy when candidates, recruiters, and hiring managers aren’t aligned.
• For John, hiring managers who try too hard to sell the job end up pushing away the top talents.
• Mark explains how to create interest in your candidates without overdoing the pitch.
• Top candidates don’t just answer questions, they run their own sales process in the interview. Mark shares what to look for when a candidate subtly qualifies you right back.
• John and Mark discuss why candidates should think like entrepreneurs and what that means for hiring.
• Mark highlights why hiring the wrong person is costly and reflects poorly on everyone involved. He unpacks how to manage hiring risk so you’re not cleaning up a mess months later.
• John explains why hiring for sales ability beats experience every time.
• According to John, job descriptions describe the role, but job design defines success. He shares how hiring managers can reverse engineer what success looks like and hire for that.
• As a sales professional, you need to understand the compensation plan during the interview. But there is a catch: talking about money too early is a red flag for most recruiters. But waiting too long is a waste of time. John walks through ways to get the timing right when discussing compensation.
• Hiring with a tight budget isn’t a dealbreaker—it just means you need a smarter plan. John shares how to attract and grow talent when you can’t afford top dollar.
• Mark explains how the best salespeople qualify the hiring company and why that’s a positive sign.
• Mark and John agree that saying no to the wrong job or hire is just as important as saying yes to the right one.
• John explains how the candidate’s decision isn’t just about the job—it’s about their whole life. He explains how factoring in personal circumstances like family and relocation helps avoid last-minute drop-offs.
• John highlights the true cost of one bad hire and why it’s worth investing more time and thought upfront to avoid costly turnover.
• For John, sales candidates shouldn’t tell you they’re good—they should show you. Mark and John reveal what structured, thoughtful interviewing really looks like from someone who knows how to sell.

Mentioned in This Episode:

BuildingYourSalesEngine.com/follow

Sandler.com

BuildingYourSalesEngine.com/sandler

The Startup of You: Adapt, Take Risks, Grow Your Network, and Transform Your Career by Reid Hoffman

John O'Brien on LinkedIn

SalesTalentGroup.com

BuildingYourSalesEngine.com/17

Mark McGraw chats with Glen Carey, a seasoned Sandler practitioner and SVP of Sales, about applying Sandler rules beyond sales. Glen shares insights on how these principles translate into everyday life, why they work, and how to use them to improve every aspect of your life.

To find our handout for this episode, click here.

Tune in to hear how Sandler rules apply to weight loss, why success isn’t about feeling motivated, and how sticking to the process leads to real results—whether in sales, fitness, or everyday life.

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

Mentioned in This Episode:

BuildingYourSalesEngine.com/follow

Sandler.com

BuildingYourSalesEngine.com/sandler

Glen Carey on LinkedIn

The War of Art: Break Through the Blocks and Win Your Inner Creative Battles by Steven Pressfield

BuildingYourSalesEngine.com/16

Mark McGraw chats with Peter Ashley, the VP of Business Development at Applied Information, about the keys to selling through distribution. Peter shares insights on choosing the right distribution partners, gaining mindshare, reducing friction, and adapting to different sales personalities.

To find our handout for this episode, click here.

Tune in to hear how video marketing, third-party testimonials, and personalized training can help distributors sell more of your product.

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

Mentioned in This Episode:

BuildingYourSalesEngine.com/follow

Sandler.com

BuildingYourSalesEngine.com/sandler

Peter Ashley on LinkedIn

AppInfoInc.com

Applied Information on YouTube

BuildingYourSalesEngine.com/15

Mark McGraw sits down again with Josh Pitchford to break down the 7 biggest lies that keep salespeople stuck—and how to replace them with a winning mindset. They discuss ways to qualify better, protect your pricing, and stop wasting time on unwinnable deals.

To find our handout for this episode, click here.

Tune in to hear what really drives buyers to say yes and how to overcome the 7 lies most struggling salespeople tell themselves.

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

Mentioned in This Episode:

BuildingYourSalesEngine.com/follow

Sandler.com

BuildingYourSalesEngine.com/sandler

Josh Pitchford on LinkedIn

BuildingYourSalesEngine.com/14

Mark McGraw and Josh Pitchford are back together, and discuss the key components of distribution sales, how to train distribution reps effectively, and the key to building strong, profitable relationships with channel partners.

To find our handout for this episode, click here.

Tune in to learn how to build an over-communication culture, reduce friction, and set your distribution sales up for success.

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

Mentioned in This Episode:

BuildingYourSalesEngine.com/follow

Sandler.com

BuildingYourSalesEngine.com/sandler

Josh Pitchford on LinkedIn

BuildingYourSalesEngine.com/13

Mark McGraw talks to Josh Pitchford, a Sandler coach and sales training expert who is passionate about helping salespeople and sales leaders achieve their very best through sales training, coaching and sales processes.

They discuss the power of having a proven sales system, how a strong system helps qualify (or disqualify) prospects early, and how to design a system that increases the success rate of your team.

To find our handout for this episode, click here.

Tune in to learn how to use your system to close more deals, say no to the wrong prospects, and gain control over your sales process.

• Josh starts by explaining why every salesperson needs a sales system.
• A sales system isn’t just a set of steps; it’s a structured approach that brings consistency to your results. Without one, every deal feels like a guessing game.
• Learn how to build a strong sales system from scratch.
• According to Josh, whether you realize it or not, you already have a system. It may be inconsistent, unreliable, or ineffective, but it exists. The question is: Is it helping or hurting your success?
• Mark and Josh explain the core elements of an effective sales system and how to develop one that works for you, your team, and your customers.
• Josh explains how a strong system gives you control over your process, allowing you to refine your approach and become more effective with every deal.
• Mark explains why every salesperson should operate within a system. Even if you’ve never consciously built a system, you follow patterns when selling. The problem is, if your system isn’t intentional and structured, you’re leaving results up to chance.
• Josh explains why sales is not about hoping for the best; it’s about knowing what works and repeating it. Without a strong system, you end up at the mercy of buyers.
• According to Josh, consistency is the most important element in sales. With a system, you don’t have to reinvent the wheel with every deal, just follow your process and the rest will take care of itself.
• Mark and Josh agree that sales doesn’t have to be chaotic or stressful. When you have a system in place, selling becomes more predictable, effective, and even fun.
• Understand that buyers have their own buying system—and it’s working against you.
• Mark reveals that every buyer follows a system, whether they know it or not. Their system is designed to gather information, avoid commitments, and negotiate on price. If you don’t have a strong system of your own, you’ll fall right into their game.
• Mark shares how bad prospects waste your time. Every minute spent with the wrong prospect is a minute you could be spending with the right one.
• A good system helps you filter out bad fits early, so you don’t waste energy on deals that will never close.
• Josh on the power of saying ‘No.’ The best salespeople know that not every prospect is worth pursuing. A strong sales system helps you identify who is a good fit and gives you the confidence to walk away from bad opportunities.
• What makes a good sales system? Josh breaks down the must-have ingredients of a winning sales system: It has to be structured, repeatable, adaptable, and designed to qualify or disqualify prospects quickly.
• Mark explains why many salespeople lose deals before they even start.
• The mistake most sellers make is trying to push their product too soon. A good system ensures that you uncover the buyer’s real needs, gain their trust, and position yourself as the solution—before you even discuss pricing.
• Josh explains the benefits of having a transferable system. If your sales system only works for you, it’s not a system. A great system can be taught, shared, and scaled, allowing entire teams to succeed.
• How to maximize your time with clients. Every interaction with a client is valuable. Josh explains why you need a pre-call plan, how to structure your conversations, and ways to make the most of every opportunity.
• Josh on uncovering buyer pain points. Selling isn’t about pushing products; it’s about solving problems.
• The three key elements of qualification: pain, budget, and the decision-making process.
• According to Josh, buyers are always judging your process. If your sales process is messy or inconsistent, they’ll assume your delivery will be the same. A strong system gives them confidence in you and your solution.
• Understand that the best salespeople don’t overwhelm prospects with information. They follow a simple, structured approach that makes the buying decision easy.
• Josh shares the first step to implementing a system: If you don’t know where to start, begin by writing down what you’re already doing. Many salespeople operate on autopilot. Documenting your process helps you see what’s working, what’s not, and where you can improve.

Mentioned in This Episode:

BuildingYourSalesEngine.com/follow

Sandler.com

BuildingYourSalesEngine.com/sandler

Josh Pitchford on LinkedIn

BuildingYourSalesEngine.com/12

Mark McGraw sits down with Jordan Eisner to discuss what makes a top salesperson and why a winning mindset is super important in sales.

Jordan shares how to build strong client relationships, ways to ask the right qualifying questions, and why sales is never about the money but about winning.

To find our handout for this episode, click here.

Tune in to hear why curiosity is a salesperson’s greatest asset, how to approach networking the right way, and ways to get your buyers to convince themselves that they need to buy.

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

Mentioned in This Episode:

BuildingYourSalesEngine.com/follow

Sandler.com

BuildingYourSalesEngine.com/sandler

Jordan Eisner on LinkedIn

The Goal: A Process of Ongoing Improvement by Eliyahu M Goldratt and Jeff Cox

CompliancePoint.com

BuildingYourSalesEngine.com/11