Building Your Sales Engine

Building Your Sales Engine

By Mark McGrawBusinessEntrepreneurshipEducationHow To
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Building Your Sales Engine episodes

  • How to Build Trust and Sell More with Reflective Listening with Matt Detjen

    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

    44 min
  • Why Sales Teams Fail at Cross-Selling (And How to Fix It) With Matt Martella

    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

    55 min
  • How to Have a Tough Conversation (And Why We Avoid Them)

    Mark McGraw shares the four steps for having a tough conversation with someone. He explains why most of us avoid conflict, how fear distorts reality, and what happens when we wait too long to speak up.

     To find our handout for this episode, click 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

    14 min
  • Key Account Management: Being an Excellent Key Account Manager with Emily Yepes

    Mark McGraw sits down with Emily Yepes to unpack the world of account management and what it really takes to succeed at the key account level. They dive deep into the essential mindset shifts, practical tools, and overlooked skills that separate average account managers from strategic partners.

     

    To find our handout for this episode, click 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

     

    38 min
  • How to Sell to the C-Suite with Scott Foernsler

    Mark McGraw sits down with Scott Foernsler to discuss what it really takes to sell to the C-suite. They talk about building champions inside a company, how to stand out in sales events, and ways to have real, effective conversations with top execs like CMOs and CEOs. Scott shares stories from the field, lessons on trust, and what most salespeople miss when trying to land big deals.

    To find our handout for this episode, click 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

    51 min
  • The Truth About Value-Based Selling That Most Salespeople Never Learn

    Mark McGraw sits down with Josh Pitchford to unpack one of the most misunderstood concepts in sales: Value. You'll learn what it actually means to deliver value, why it's different for every buyer, and how to uncover it by focusing on the customer's needs.

    To find our handout for this episode, click 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

    BuildingYourSalesEngine.com/27

    Building Your Sales Engine on Linktree

    28 min
  • Breaking Into New Markets with Harris Fogel

    Mark McGraw sits down with Harris Fogel, founder of TechCPG—a company that helps organizations break into the U.S. market and work with consumer packaged goods (CPG) companies.

    To find our handout for this episode, click 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

    Building Your Sales Engine on Linktree

    53 min
  • The 3 Rules That Transformed My Sales Career — And My Life — with Terry Turley

    Mark McGraw sits down with Terry Turley, the Senior National Sales Director at Primerica. Terry shares the habits and principles behind his extraordinary rise from a nervous, struggling salesperson to leading over 600 offices across the country. You'll learn why systems, accountability, and a guiding life philosophy are essential to winning both professionally and personally.

    To find our handout for this episode, click 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

    Building Your Sales Engine on Linktree

    53 min
  • Grow Your Pipeline Through Strategic Partners with Sheri Spencer Bachman

    Mark McGraw sits down with Sheri Spencer Bachman to unpack what really makes business partnerships work. Sheri shares practical insight on how to choose the right referral partners, why trust is the key to stronger business relationships, and what it takes to build a network that keeps sending you business.

    To find our handout for this episode, click 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

    Building Your Sales Engine on Linktree

    45 min
  • Inside the Mind of Top Salespeople with Tim Geisert

    Mark McGraw sits down with Tim Geisert to break down how to be a great salesperson in today's ultra-competitive market.

    To find our handout for this episode, click 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.

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    Mentioned in This Episode:

    BuildingYourSalesEngine.com/follow

    Sandler.com

    BuildingYourSalesEngine.com/sandler

    Tim Geisert on LinkedIn

    BuildingYourSalesEngine.com/23

    Building Your Sales Engine on Linktree

    46 min

About Building Your Sales Engine

From the publisher's feed

A show where Mark McGraw, a top Sandler Sales Trainer and David H. Sandler award winner, interviews salespeople and sales managers to discover their successes and how they got to be the people they are today.