Description

Summary: The 7 biggest lies that keep salespeople stuck—and how to replace them with a winning mindset that closes more deals.

Description: Mark McGraw sits down with Josh Pitchford to break down the 7 biggest lies that keep salespeople from reaching their full potential. From believing your job is to educate prospects to thinking you need to win every deal, these mindset traps are costing you sales—and you might not even realize it.

In this episode, Mark and Josh reveal why discounting is lazy selling, how to handle price objections like a pro, and why there's never a bad time to call your prospects. You'll learn why buyers don't need to like you (they need to respect you), how emotions drive every purchase decision, and why chasing unwinnable deals has a massive opportunity cost. If you're struggling with confidence, pricing, or qualifying, this episode delivers the mindset shifts you need to win more deals without working harder.

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:

• Lie #1: My job is to educate the prospect (spoiler: it's not)
• Why buyers have already done their research before they talk to you
• Your real job: Qualify first, educate second
• Lie #2: I have to win every deal
• Why chasing unwinnable deals wastes your most valuable resource: time
• How to focus on winnable deals and protect your ammunition
• Lie #3: I have to discount in order to win
• The math of discounting: A 10% discount means 50% more sales to break even
• Why discounting is lazy selling and how to compete on value instead
• How to handle price objections without caving
• Lie #4: It's a bad time to call
• Why there's never a bad time to reach out (yesterday, today, tomorrow)
• How to stop justifying why you shouldn't pick up the phone
• Lie #5: I'm not ready
• The Sandler rule: It's not how I feel that determines how I act—it's how I act that determines how I feel
• How to build confidence by taking action first
• Starting small: Tiny goals build unstoppable momentum
• Lie #6: I have to do everything the buyer asks
• Why being a "sales golden retriever" kills your credibility
• Respect trumps likeability: Buyers need value, not a friend
• Why value triumphs relationships 9 times out of 10
• Lie #7: People buy on logic, not emotion
• Every purchase starts with emotion, logic justifies it later
• How to trigger emotions and close more deals
• The opportunity cost of chasing every deal
• Why consistency is the only thing that wins in sales

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/
• Episode handout: https://www.buildingyoursalesengine.com/giveaway14