How You Can Build a High-Performance Sales Team Using Sandler with Dan Ford

Mark McGraw talks with Dan Ford, the director of AV at Basesix, a technology integrator that makes buildings, campuses, and environments safer, smarter, and simple.

Dan shares insights on what makes a great salesperson, how to build a fun company culture, and why walking away from the wrong customers can be a profitable business move.

To find our handout for this episode, click here.

Tune in to learn how to sell ethically, lead effectively, and use Sandler sales training principles to build a thriving sales team!

• Dan starts by explaining why he got into sales—his journey from being an installation technician to a salesperson.
• He explains how understanding technology and being able to simplify complex concepts made him a natural fit for the role.
• Dan reveals the one thing that will determine your success in sales—you’re only as good as your last deal.
• Sales is a high-performance industry, and Dan emphasizes that past success doesn’t guarantee future success. He explains why every deal matters and how staying sharp and consistent is key to long-term growth.
• Sales conversations can be complicated. Dan explains why the ability to break down complex solutions into simple, clear value propositions is essential for closing deals and earning trust.
• Knowing what you're selling is crucial, but too much detail can confuse potential clients. Dan shares ways to strike the right balance—having enough knowledge to answer questions confidently without going too deep.
• How to hire the right salespeople and why testing candidates before hiring is critical.
• Dan explains why it’s important to test candidates during the hiring process, not just for their skills but also to ensure they fit the company’s culture.
• Dan shares the key strategies that led to Basesix’s explosive growth over the past seven years, from hiring the right people to focusing on the right customers and delivering real value.
• Dan’s definition of company culture: Fun. For Dan, creating an environment where people love coming to work leads to better results and happier employees.
• Why walking away from some customers can be a smart business decision.
• Mark and Dan agree that not all customers are worth the headache. Sometimes it’s better to turn down business if the client isn’t the right fit for the company’s values and culture.
• Mark shares why he believes psychographics matter more than demographics in sales.
• Great salespeople don’t just look at who a customer is (industry, size, revenue) but also how they think and operate.
• According to Dan, sales shouldn’t be about tricking customers into buying more than they need. He explains why Basesix focuses on long-term partnerships rather than short-term wins.
• Mark and Dan discuss why a fun culture and miserable customers don’t mix. Working with the wrong customers can drain energy and hurt morale, no matter how much revenue they bring in.
• How Basesix grooms young hires into leadership positions.
• Dan’s advice on how to respond to a triggering message--taking a break before responding to an emotionally charged email can save a client relationship.
• The best opportunities come when you’re just outside your comfort zone. Mark and Dan discuss how slight discomfort pushes people to improve without overwhelming them.
• Learn how to be your team’s favorite boss. For Dan, being a great manager isn’t about being easy on people—it’s about challenging and supporting them.
• Why salespeople need a little pressure and the perfect balance between security and hunger. Mark and Dan agree that if salespeople are too comfortable, they stop pushing themselves.
• Dan shares his thoughts on micromanaging and why great sales leaders avoid micromanaging—trusting your team to do what they do best.
• Mark’s #1 goal for managers—develop self-sufficient employees who can think on their own.
• The best managers don’t create dependent employees—they create problem-solvers.
• Dan’s advice for young sales professionals--follow the right mentors. The right mentorship, continuous learning, and calculated risk-taking can help you rise through the ranks in sales.

Mentioned in This Episode:

BuildingYourSalesEngine.com/follow

Sandler.com

BuildingYourSalesEngine.com/sandler

Dan Ford on LinkedIn

Basesix.com

BuildingYourSalesEngine.com/10