Grow Your Pipeline Through Strategic Partners with Sheri Spencer Bachman

Mark McGraw sits down with Sheri Spencer Bachman to unpack what really makes business partnerships work. Sheri shares practical insight on how to choose the right referral partners, why trust is the key to stronger business relationships, and what it takes to build a network that keeps sending you business.

To find our handout for this episode, click here.

Tune in to learn how to design a strategic partnership strategy that wins you more leads, better clients, and long-lasting partnerships.

• Sheri starts by revealing how she met Mark—he walked into her office 18 years ago. No hard sell, just a genuine conversation. That one moment sparked a 16-year business relationship built on trust.
• Sheri reveals why she became such a fan of Sandler. “It wasn’t pushy. It was all about real conversations, asking the right questions, and following a simple, repeatable system that works.”
• Mark highlights how the best partnerships come from shared values. When cultures align, business flows more naturally and results come easier.
• Doing what you say you’ll do is non-negotiable, according to Mark. It’s the foundation of any strong referral-based partnership.
• Sheri emphasizes that you should never embarrass the person who referred you. One mistake can cost future referrals and damage trust.
• When a partner shows up and delivers, Sheri says she’s more likely to keep sending them business. It reflects well on her and builds loyalty.
• A good partnership is mutually beneficial. It works best when both parties serve the same audience but without competing.
• One solid relationship, according to Mark and Sheri, can lead to more deals, more revenue, and long-term growth for both partners.
• Sheri recommends focusing on how to perform the service well instead of obsessing over how to sell it. Excellence leads to referrals.
• When choosing a partner, Sheri suggests looking for businesses that serve the same customers and share the same standards.
• Mark notes that referrals come with built-in credibility. A recommendation from someone the client trusts gives you a major head start.
• Mark and Sheri agree that referrals are just one part of the funnel, but when done right, they’re often the most effective and easiest to convert.
• Mark recommends mapping out the client ecosystem. Identify the other services your clients use and build relationships with those providers.
• Before referring anyone, Sheri believes you should vet them—talk to them, maybe even work with them. Do your homework because your reputation is on the line.
• According to Sheri, there’s nothing worse than referring the wrong partner. It makes people question your judgment and your standards.
• When creating new business partnerships, Mark and Sheri agree you should get clear on how introductions will be handled. Frequency, follow-up, and expectations matter.
• Referral partnerships work because they’re built on borrowed trust. But that trust only holds if the referred party delivers.
• Should you pay for referrals? Sheri says it depends. Sometimes a thoughtful, unexpected gift builds more goodwill than money ever could.
• Mark adds that non-transactional relationships often last longer. A lunch or gift card can mean more than a commission.
• For Sheri, a great referral partner adds value not just to the client, but to your own reputation, so everyone benefits.
• Sales is a relationship game. The more connections you have the more business you’ll attract. But attracting business is just one part of the equation. You still have to deliver.
• Sheri believes long-term success is sales comes down to not what you know, or who you know—but who knows you, and how strongly they recommend you.

Mentioned in This Episode:

BuildingYourSalesEngine.com/follow

Sandler.com

BuildingYourSalesEngine.com/sandler

Sheri Spencer Bachman on LinkedIn

BuildingYourSalesEngine.com/24

Building Your Sales Engine on Linktree