Building Your Sales Engine
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.
All Episodes
The 5 Stages of Mastery: From Awareness to Empty Mind w/ Rob Fishman
Sales mastery isn't luck — Rob Fishman breaks down the 5 stages every top performer moves through, from first awareness to the "empty mind" of a seasoned pro. Sales mastery follows a predictable path, and in this episode of Building Your Sales Engine, Mark McGraw sits down with 18-year Sandler veteran and accomplished pianist Rob Fishman to map all five stages of it. Drawing on parallels from classical music, jazz improvisation, and martial arts, Rob lays out how anyone gets great at a craft: Awareness, Knowledge, Application, Skills, and Habit. Along the way, Rob and Mark unpack why deliberate practice — not talent — separates good sellers from great ones. They dig into the upfront contract as a working example, showing how mastering it one "measure" at a time builds the genuineness that makes prospects relax and open up. You'll hear why "every professional practices," how to beat the head trash around rehearsing, and what it really means to reach the top of the mountain: the "empty mind" where execution just happens. Whether you're new to sales or a seasoned leader coaching a team, this conversation gives you a framework to know exactly where you are on your journey — and what it takes to move to the next stage. About Rob Fishman: Rob Fishman is a longtime Sandler trainer and sales coach whose firm — after 30 years in the business — recently merged with Mark McGraw's organization. Beyond sales, Rob is an accomplished pianist and conductor, classically trained at a music conservatory, who still directs shows and has conducted full casts and orchestras. A lifelong student of both music and martial arts, Rob brings those disciplines to bear on how salespeople and leaders achieve true mastery of their craft. Connect with Rob on LinkedIn: https://www.linkedin.com/in/rfishman/ Host: Mark McGraw — Building Your Sales Engine In This Episode: The 5 stages of mastery: Awareness, Knowledge, Application, Skills, and Habit Why mastery begins with awareness — connecting the dots on your blind spots "Know your journey" — and why you should never compare your beginning to someone else's middle Turning generic knowledge into your own vertical, style, and personality (application) The art of deliberate practice: learning "measure by measure," like a musician The upfront contract as a case study — building it one element at a time Why saying "no fit is okay" only lands once it's ingrained in your belief system Beating the "head trash" around rehearsing — every professional practices The "empty mind": how seasoned pros execute without thinking What great selling really is: when the prospect repeats back something you helped them discover Links: Sandler: https://www.Sandler.com Episode page: https://www.BuildingYourSalesEngine.com/ Show links: https://linktr.ee/buildingyoursalesengine Mark McGraw on LinkedIn: https://www.linkedin.com/in/markmcgraw/ Rob Fishman on LinkedIn: https://www.linkedin.com/in/rfishman/
Relationship Curiosity: The Secret to Connecting With Anyone w/ Rich Isaac
Relationship curiosity is the secret to connecting with anyone — Sandler's Rich Isaac reveals how making the conversation about them makes you unforgettable. Rich joins host Mark McGraw to unpack the deceptively simple mindset behind his uncanny ability to build rapport with prospects, clients, and complete strangers alike — without awkward small talk or a pushy sales persona. Rich shares how his own path from aerodynamics engineer to sales trainer taught him that being "non-threatening" is a strength, not a weakness. The pair explore why genuine curiosity is mutually beneficial, how to keep the spotlight on the other person with a single follow-up question, and Rich's go-to "geographic bonding" technique for finding surprising connections anywhere. You'll also learn why the best place to practice these skills is outside the sales world — at the supermarket, with a waiter, or on an inbound call — and how tying it all back to Sandler's "okay/not-okay" rule helps people feel heard. If you've ever thought networking was awkward, this conversation will change how you connect for good. About Rich Isaac: Rich Isaac is a longtime Sandler leader with a 30-year career helping salespeople, account managers, and non-sales professionals sell more effectively and authentically. A former aerodynamics engineer turned sales trainer, Rich is renowned for his ability to build genuine relationships and connect with anyone he meets. His team is joining forces with Mark McGraw's Sales Engine team in an exciting new partnership. Connect with Rich on LinkedIn: https://www.linkedin.com/in/richisaac/ Host: Mark McGraw — Building Your Sales Engine https://www.linkedin.com/in/markmcgraw/ In This Episode: Why "relationship curiosity" — making the conversation about them — is the secret to connecting with anyone How being non-threatening becomes a selling superpower, not a weakness Rich's "geographic bonding" technique and the wild connections it uncovers The power of a simple follow-up question to keep the spotlight on the other person Why genuine curiosity is mutually beneficial — you get as much joy out of it as they do Practicing conversation skills in low-risk settings outside the sales world Reading behavioral styles so small talk lands at the right time How this ties back to Sandler's "okay/not-okay" rule and being "disarmingly honest" Links: Sandler: https://www.Sandler.com Episode page: https://www.BuildingYourSalesEngine.com/ Show links: https://linktr.ee/buildingyoursalesengine Mark McGraw on LinkedIn: https://www.linkedin.com/in/markmcgraw/ Rich Isaac on LinkedIn: https://www.linkedin.com/in/richisaac/
Turning Customer Success Into a Revenue Engine w/ Kelly Ross & Steve Popp
Customer success is the new revenue engine — Mark McGraw, Kelly Ross, and Steve Popp unpack how to turn CS teams into commercially-minded contributors without losing trust, identity, or the client relationship. Customer success teams are being asked to drive revenue — and CROs are making it the #1 priority for 2026. In this episode of Building Your Sales Engine, host Mark McGraw sits down with Kelly Ross and Steve Popp to unpack the trend of turning CS, account management, and client success roles into revenue contributors responsible for renewals, expansion, upsells, and cross-sells. The conversation goes beyond tactics. Mark, Kelly, and Steve dig into the identity conflict CS people face when asked to "sell," the head trash around being "salesy," and why leaders must start with *will* before *skill*. They share the mindset shift that unlocks the role ("we're not selling, we're servicing"), the simple QBR questions that surface new opportunities, and a full map of expansion plays — from seat growth and product suite cross-sell to services, M&A, and sister-company opportunities. If you lead a CS team, manage revenue ops, or sit in a customer success seat yourself, this episode gives you a playbook for making the transition stick — and a framework for protecting your people while you do it. About Kelly Ross: Kelly Ross has spent 25 years in sales, marketing, and enablement roles across ed tech and SaaS, with recent focus on revenue enablement across all customer-facing roles. She brings deep experience helping organizations evolve from sales-only enablement into a broader, more inclusive revenue enablement function. Connect with Kelly: https://www.linkedin.com/in/kellyannross About Steve Popp: Steve Popp has carried the bag, led sales management, run sales training and enablement, and spent 13+ years in SaaS — most recently in revenue, sales, and leadership development at Epsilon. He partners with SaaS organizations from $5M to $250M+ to align RevOps, enablement, and leadership around predictable revenue growth. Connect with Steve: https://www.linkedin.com/in/stevejpopp/ Host: Mark McGraw — Building Your Sales Engine In This Episode: Why CROs are putting "make CS commercially minded" at the top of the 2026 priority list The identity conflict CS people feel when asked to sell — and how leaders should navigate it Will before skill: making it safe for someone to say "no" to a new role The mindset reframe: "We're not selling. We're servicing. We're helping." Building the sales antenna — listening for expansion signals already happening in every conversation Turning the QBR into a revenue conversation with two simple questions A full map of expansion plays: seat growth, product suite cross-sell, services, divisions, M&A, sister companies Why every renewal — and every potential churn — should also be an expansion conversation Using AI and call recording to surface opportunities CS teams are missing Why this isn't really "sales training" — it's communication and influence training Links: Sandler: https://www.Sandler.com Episode page: https://www.BuildingYourSalesEngine.com/ Show links: https://linktr.ee/buildingyoursalesengine Mark McGraw on LinkedIn: https://www.linkedin.com/in/markmcgraw/ Kelly Ross on LinkedIn: https://www.linkedin.com/in/kellyannross Steve Popp on LinkedIn: https://www.linkedin.com/in/stevejpopp/
The Six Facets of Sales Management: A Manager's Playbook w/ Pete Fasulo
A 38-year sales management veteran breaks down his six-facet framework for building and running a high-performing sales team. In this episode of Building Your Sales Engine, host Mark McGraw sits down with Pete Fasulo -- a 38-year sales management veteran and fractional sales manager -- to unpack his six-facet framework for running a high-performing sales team. From hiring the right reps to disciplining the wrong ones, Pete shares the structure he uses inside Sandler's fractional sales manager program to drive 15-40%+ revenue gains for his clients. If you're a sales manager, a business owner without one, or a top rep being pushed into management, this is the playbook conversation you've been looking for. Host: Mark McGraw -- Building Your Sales Engine Co-host: Josh Pitchford -- Building Your Sales Engine About Pete Fasulo: Pete Fasulo is VP, Sales Leadership Programs at Sandler with 38 years of sales and sales management experience, including a role as VP of Sales at AT&T and 11 years owning his own business. Today he leads Sandler's fractional sales manager program, serving as the acting sales manager for small and mid-sized companies that need professional structure without a full-time hire. Why the best sales reps often make the worst sales managers -- the "Ted Williams syndrome" The six facets every sales manager needs as a structure: recruiting, interviewing/hiring, onboarding & ramp-up, coaching, motivation, and disciplining Why "hire slowly, fire quickly" needs a caveat -- and how a proper ramp-up plan changes everything The interview question Pete asks every candidate to expose the wrong fit fast How to build a month-by-month ramp-up with monthly business objectives (MBOs) instead of premature revenue goals Why your CRM is not your sales manager -- and what structured weekly one-on-ones must include How to prune a pipeline so it stops being a "sewer line" The fractional sales manager model: what it looks like, what it costs in time, and the results clients see Six Facets of Sales Management (Pete's Framework): 1. Recruiting -- Always be building a bench, not just hiring out of desperation 2. Interviewing & Hiring -- Ask the right questions to confirm fit, not chemistry 3. Onboarding, Ramp-Up & Training -- Match your ramp-up plan to your real time-to-quota 4. Coaching -- Weekly team meetings + weekly individual meetings (WIMs), every time 5. Motivation -- Positive reinforcement, sales contests, and Pete's "nine musts" of a successful contest 6. Disciplining -- A structured corrective action plan tied to ramp-up milestones Links: Sandler: https://www.Sandler.com Episode page: https://www.BuildingYourSalesEngine.com/ Show links: https://linktr.ee/buildingyoursalesengine Pete Fasulo on LinkedIn: https://www.linkedin.com/in/pete-fasulo-3357a3/ Mark on LinkedIn: https://www.linkedin.com/in/markmcgraw/