Building Your Sales Engine

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

  1. Stop Winging It: Why Every Seller Needs a System

    MAR 19

    Stop Winging It: Why Every Seller Needs a System

    Discover why having a proven sales system beats winging it every time -- and how it transforms results for both sellers and managers. Most salespeople default to the buyer's process without realizing there's another option. In this episode, Mark McGraw and Josh Pitchford unpack the real benefits of having a system for selling -- from creating predictability and shortening sales cycles to recognizing patterns that repeat in every deal. The conversation shifts to the manager's perspective, exploring how a shared system improves forecast accuracy, strengthens pre-call planning, and makes debriefing actionable instead of guesswork. Josh introduces the "start with no" mindset and the GATE process (Goals, Actions, Tools, Exit criteria), while Mark breaks down how a system lets sellers shape the sales process instead of being shaped by it. Whether you're an individual contributor or leading a team, this episode makes the case that a reliable, proven, transferable system is the difference between backyard football and running real plays. Host: Mark McGraw -- Building Your Sales Engine Co-host: Josh Pitchford -- Building Your Sales Engine In This Episode: Why predictability is the first benefit of having a sales system How sellers unknowingly default to the buyer's process Recognizing repeatable patterns in sales conversations Shaping the sales process vs. being shaped by it How a system helps sellers combat fear and pre-decide in the moment Why a good system benefits both the buyer and the seller The danger of competing on price -- and Mark's donated house story Efficiency vs. effectiveness and shortening sales cycles Getting to no faster as a win The "start with no" mindset: let the prospect turn the dial toward yes Why managers need systems for forecasting and pipeline accuracy The devil is in the definitions: aligning on stage criteria The GATE process: Goals, Actions, Tools, and Exit criteria Pre-call planning: the most squandered opportunity in sales The 10-80-10 concept applied to manager-rep sales calls Why sales managers should never skip the debrief Team selling and the importance of a common language The most important upfront contract is between members of the seller team Onboarding new reps faster with a documented system Links: Sandler: https://www.Sandler.com Episode page: https://www.BuildingYourSalesEngine.com/ Show links: https://linktr.ee/buildingyoursalesengine Mark on LinkedIn: https://www.linkedin.com/in/markmcgraw/ Josh on LinkedIn: https://www.linkedin.com/in/josh-pitchford-6163274/

    31 min
  2. The Cost of Doing Nothing: How to Create Urgency in Every Deal

    MAR 5

    The Cost of Doing Nothing: How to Create Urgency in Every Deal

    Learn how to put a dollar amount on any sales problem -- the skill that justifies investments, creates urgency, and helps buyers sell internally. Quantifying pain is one of the most powerful skills in sales, yet most sellers avoid the financial conversation entirely. In this episode, Mark McGraw and Josh Pitchford break down why putting a dollar amount on a problem changes everything -- from justifying the investment and creating urgency to empowering buyers to sell internally to decision makers.

 Learn practical tactics for doing the math with prospects: stacking numbers to lead the witness, uncovering opportunity costs, calculating the cost of doing nothing, and using the value gap to multiply impact over time. The key insight? When they do the math, they're buying. When you do it, you're selling. Host: Mark McGraw -- Building Your Sales Engine Co-host: Josh Pitchford -- Building Your Sales Engine

 In This Episode: Why people pay attention when there's a number attached to a problem How quantifying pain justifies investments, creates urgency, and accelerates decisions The cost of doing nothing: what happens when buyers delay six months Empowering buyers to sell internally with a financial business case How to put a dollar amount on nebulous problems like bad service Stacking numbers: giving prospects a multiple choice range to start the math The value gap: where are you today vs. where do you want to be Opportunity cost: where the real money is When they do the math, they're buying -- when you do it, you're selling Having business conversations vs. product conversations with decision makers Links: Sandler: https://www.Sandler.com Episode page: https://www.BuildingYourSalesEngine.com/ Show links: https://linktr.ee/buildingyoursalesengine Mark on LinkedIn: https://www.linkedin.com/in/markmcgraw/ Josh on LinkedIn: https://www.linkedin.com/in/josh-pitchford-6163274/

    22 min
  3. Hidden Weaknesses: What Assessments Reveal About Hiring Your Next Seller w/ Andy Miller

    FEB 19

    Hidden Weaknesses: What Assessments Reveal About Hiring Your Next Seller w/ Andy Miller

    Discover the hidden weaknesses that sabotage sales hires -- and how assessments reveal the sales DNA that resumes can't show. Hiring the right salesperson is harder than it looks. 72% of salespeople say the job was misrepresented after they were hired -- and most hiring managers focus on technical skills while ignoring the beliefs and mindset that actually predict success. In this episode, Andy Miller of Objective Management Group reveals how to build a hiring system that uncovers hidden weaknesses before they cost you. Andy breaks down the three buckets that determine sales success: will to sell, sales DNA, and tactics. Learn why hunters and farmers require completely different profiles, how need for approval sabotages execution, and why the best candidates often interview the worst. Plus, Andy shares the Goldwing motorcycle story -- a perfect example of how head trash kills deals. About Andy Miller: Andy Miller is a Partner Coach at Objective Management Group (OMG) and a sales consultant with 35 years of experience. He is the author of the international bestseller "The Science of Hiring Quota-Busting Sales Teams." 
Andy on LinkedIn: https://www.linkedin.com/in/bigswiftkick/ Host: Mark McGraw -- Building Your Sales Engine 

In This Episode: Why 72% of salespeople say the job was misrepresented after being hired Hiring is a system, not just picking the right assessment The three buckets: will to sell, sales DNA, and tactics Why managers hire for technical skills but should hire for attitudinal fit Hidden weaknesses: the beliefs that sabotage sales execution Hunter vs. farmer: why hybrids rarely work Need for approval: how likable candidates often can't close "You hired a cat when you needed a hunting dog" Weeding vs. wooing: why top producers don't respond to job ads Always be recruiting: Google's one-day-a-week rule The Goldwing story: how head trash loses sales Why great resumes and great interviews don't predict performance How your own shopping habits show up in your selling Building relationships vs. having acquaintances One contact disorder (OCD): the danger of single-threaded accounts Links: Sandler: https://www.Sandler.com Episode page: https://www.BuildingYourSalesEngine.com/ Show links: https://linktr.ee/buildingyoursalesengine Mark on LinkedIn: https://www.linkedin.com/in/markmcgraw/ Andy on LinkedIn: https://www.linkedin.com/in/bigswiftkick/

    54 min
  4. Why Salespeople Skip Discovery

    FEB 5

    Why Salespeople Skip Discovery

    Summary: Master the discovery call by learning why salespeople fall into pitch mode -- and how to stay focused on qualifying, not convincing. Discovery calls are where deals are won or lost, yet most salespeople skip real discovery and default to pitch mode. In this episode, Mark McGraw and Josh Pitchford break down why sellers fall into the pitch trap -- from bait questions to being too "I-centered" -- and what to do instead. Learn the Sandler behavior-attitude-technique framework for running better discovery: pre-call planning, setting the dial to "no," using reversing to redirect bait questions, and setting clear upfront contracts so buyers know what to expect. Stop trying to sell -- seek to understand. Host: Mark McGraw -- Building Your Sales Engine Co-host: Josh Pitchford -- Building Your Sales Engine In This Episode: What discovery really means: qualifying pain, budget, and decision-making process Why sellers say "discovery" but actually hope prospects discover them Bait questions: how buyers pull sellers into pitch mode without realizing it The "I-centered" problem: why sellers talk about themselves instead of the buyer Fear and comfort zones: why pitching feels safer than asking tough questions Set the dial to "no" -- it is the prospect's job to convince you, not the other way around Pre-call planning: pre-decide what you will do when bait questions come Upfront contracts: setting expectations so everyone knows it is a discovery meeting The 70/30 rule: the buyer should talk 70% of the time in discovery Behavior, attitude, and technique -- the Sandler framework for better discovery calls Links: Sandler: https://www.Sandler.com Episode page: https://www.BuildingYourSalesEngine.com/ Show links: https://linktr.ee/buildingyoursalesengine Mark on LinkedIn: https://www.linkedin.com/in/markmcgraw/ Josh on LinkedIn: https://www.linkedin.com/in/josh-pitchford-6163274/

    28 min
  5. Don't Wimp: Achieve Your Goals This Year

    JAN 22

    Don't Wimp: Achieve Your Goals This Year

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

    23 min
  6. Inversion Thinking: How to Fail Before You Fail

    JAN 8

    Inversion Thinking: How to Fail Before You Fail

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

    18 min
  7. The Six-Point Sales Checklist: Start Your Year Strong w/ Josh Pitchford

    12/11/2025

    The Six-Point Sales Checklist: Start Your Year Strong w/ Josh Pitchford

    Mark McGraw and Josh Pitchford reveal the six essential checkpoints every seller needs to crush their goals and start the new year with confidence. Are you ready to hit the ground running in the new year? In this milestone 50th episode, Mark McGraw and Josh Pitchford break down the six critical areas every sales professional must address to start strong and finish stronger. From setting stretch goals you'll only achieve 25% of the time (yes, really) to building your "cookbook" of controllable behaviors, Mark and Josh share the exact framework they use with clients to transform overwhelming annual quotas into manageable, motivating action plans. You'll learn about the KARE model for account segmentation, why your personal goals drive your professional success, and how to identify and crush the self-limiting beliefs holding you back. Whether you're a sales leader preparing your team or an individual contributor mapping out your year, this checklist will help you move from daunting quotas to confident execution. Plus, hear Mark's "star salesman" story and why that's not the compliment you think it is. About Josh Pitchford: Josh Pitchford is a Sandler trainer and coach at Sales Engine, where he helps sales professionals and teams build predictable revenue systems. With extensive experience in enterprise sales and account management, Josh specializes in teaching relationship-building strategies, account planning, and the Sandler methodology. 🔗 Josh on LinkedIn: https://www.linkedin.com/in/josh-pitchford-6163274/ Host: Mark McGraw — Building Your Sales Engine In This Episode: The six-point checklist for starting your sales year strong Why written goals beat goals "in your brain" David Sandler's counterintuitive advice: set goals you'll only hit 25% of the time How to create a quarterly revenue map to make quotas manageable The "cookbook" concept: your recipe for consistent sales success Why personal goals drive professional motivation The KARE model (Keep, Attain, Recapture, Expand) for account segmentation Territory zoning and why being a "star salesman" isn't a compliment Using AI tools like ChatGPT to optimize your territory routes Building strategic plans for your top 10 accounts The three-by-three framework: going wider, higher, and deeper in accounts Skill development priorities for the coming year (including AI) The belief wheel: how beliefs drive actions and results Identifying and crushing self-limiting beliefs Why referral asks belong in every seller's cookbook "It's not how you feel that determines how you act, it's how you act that determines how you feel" Links: Sandler Training: https://www.Sandler.com Episode Page: https://www.BuildingYourSalesEngine.com/ Show Links: https://linktr.ee/buildingyoursalesengine Josh Pitchford LinkedIn: https://www.linkedin.com/in/josh-pitchford-6163274/

    32 min
  8. Stop Failing at Goals: The REACH Method w/ Dustin Schadt

    12/04/2025

    Stop Failing at Goals: The REACH Method w/ Dustin Schadt

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

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

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