Building Your Sales Engine

Building Your Sales Engine

By Mark McGrawBusinessEntrepreneurshipEducationHow To
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Building Your Sales Engine episodes

  • Dealing with Difficult Conversations with Markku Kauppinen

    Mark McGraw sits down with Markku Kauppinen, an expert on conversations and behavioral styles, particularly the DISC model.

    To find our handout for this episode, click 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.

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    Mentioned in This Episode:

    BuildingYourSalesEngine.com/follow

    Sandler.com

    BuildingYourSalesEngine.com/sandler

    Markku Kauppinen on LinkedIn

    Get your DISC Assessment Here

    BuildingYourSalesEngine.com/22

    Building Your Sales Engine on Linktree

    42 min
  • Using the BAT Framework to Accomplish Any Goal with Carlos Garrido

    Mark McGraw sits down with Carlos Garrido, founder of Miami Absolute, who's nearly 100 pounds down and credits Sandler principles for the transformation.

    To find our handout for this episode, click 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.

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    Mentioned in This Episode:

    BuildingYourSalesEngine.com/follow

    Sandler.com

    BuildingYourSalesEngine.com/sandler

    Carlos Garrido on LinkedIn

    BuildingYourSalesEngine.com/21

    Building Your Sales Engine on Linktree

    15 min
  • How to Become the Unselfish Salesperson with Brian Kavicky

    Mark McGraw sits down with Brian Kavicky, the most recent David H. Sandler Award winner. They dive deep into the concept of the unselfish salesperson and why putting the client's needs first is the key to not just closing sales, but building long-term relationships.

    To find our handout for this episode, click 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.

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    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

    20 min
  • The Power of Curiosity to Grow Sales with Andy Sherman

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

    To find our handout for this episode, click 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.

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    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

    19 min
  • Pre-Call Planning Your Next Sales Call with John Rosso

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

    To find our handout for this episode, click 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.

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    Mentioned in This Episode:

    BuildingYourSalesEngine.com/follow

    Sandler.com

    BuildingYourSalesEngine.com/sandler

    John Rosso on LinkedIn

    StrategicCoach.com

    Vistage.com

    BuildingYourSalesEngine.com/18

    34 min
  • Using the Sandler System in Interviews with John O'Brien

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

    To find our handout for this episode, click 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.

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    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

    44 min
  • Using Sandler in Everyday Life with Glen Carey

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

    To find our handout for this episode, click 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.

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    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

    41 min
  • Selling Through Channels with Peter Ashley

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

    To find our handout for this episode, click 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.

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    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

    44 min
  • 7 Lies Salespeople Tell Themselves

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

    To find our handout for this episode, click 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

    31 min
  • Managing Through Channel Partners and Third Parties

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

    To find our handout for this episode, click 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.

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    Mentioned in This Episode:

    BuildingYourSalesEngine.com/follow

    Sandler.com

    BuildingYourSalesEngine.com/sandler

    Josh Pitchford on LinkedIn

    BuildingYourSalesEngine.com/13

    32 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.