Selling Smarter: How to Master Value-Driven Building Materials Sales

00:00 – From Building Homes to Building Sales Teams
04:00 – What Makes 2025 a Wake-Up Call for Sales
09:20 – Better vs. Different: What Actually Moves the Needle
14:00 – The Sales-Marketing Venn Diagram
20:00 – Prospecting, Personalization, and the Pitfalls of Scale
28:00 – Simple Tools for Sales Growth You’re Probably Overlooking

Bradley Hartmann is one of the building industry’s most sought-after trainers and keynote speakers. After years in the field with Pulte Homes and a background that spans carpentry, purchasing, and operations, Bradley launched Bradley Hartmann & Co. to help dealers, distributors, and manufacturers simplify sales—and grow revenue with intention.

His approach combines no-nonsense communication with practical systems. If your sales team has been coasting or struggling to articulate your value, this episode is a must-listen.

After a decade of growth and easy revenue, many sales teams are feeling the pressure in a more competitive market. Bradley shares why it’s not just about skill, but about structure. Most salespeople haven’t had to do real prospecting in years—and now, they’re out of practice.

Leaders are learning that vague instructions like “go sell more” don’t cut it anymore. If you want performance, you have to set specific expectations: how many hours, targeting which accounts, with what message. Without that clarity, even your best reps will flounder.

According to Bradley, one of the most common failures in sales training is alignment. Most teams say the same generic things—“great service,” “quality products,” “on-time delivery”—which is exactly what everyone else says, too.

To really stand out, your team has to be able to answer a single question with confidence: “How are you better, or how are you different?” The goal isn’t to memorize a script. It’s to believe in the answer so deeply that it shapes how you talk about the brand. That only happens through repetition, internal clarity, and leadership modeling the behavior themselves.

Beth and Bradley both agree: in today’s market, “better” doesn’t mean much. If switching suppliers means retraining crews, navigating credit, and changing workflows, “15% better” often isn’t worth it. What buyers are looking for is different—a unique benefit or insight that changes the game.

This is where storytelling, testimonials, and specificity matter. The more clearly you can articulate your difference, the less you have to compete on price.

Too often, sales and marketing operate in different galaxies. Bradley offers a simple realignment: marketing should be laying the groundwork for sales. It’s not about vanity metrics or splashy campaigns—it’s about priming the market so that when sales calls, the story already sounds familiar.

Beth echoes the sentiment. If marketing isn’t helping close deals, it’s just noise. The best programs treat marketing like air cover and sales like ground troops—both working toward the same mission with shared language and goals.

When most sales reps think about prospecting, they think scale: how many cold calls can I make, how many emails can I send? But Bradley argues that true prospecting is personal. It’s one-to-one, high-effort, and built on real research.

That doesn’t mean it’s slow. It means it’s more likely to work. Whether it’s referencing a shared contact, citing a specific jobsite, or responding to something the prospect actually said online—real personalization builds trust. And that’s the only kind of outreach worth doing.

Bradley’s advice for building materials sales teams in 2025 is clear: build a pipeline that looks forward, not backward. Most companies are great at analyzing last month’s revenue, but few can clearly articulate what deals are on the horizon. Without that forward view, sales teams get stuck in reactive mode.

Whether you're trying to grow wallet share, add a new product category, or bring in a net-new account, it all starts with planning. You don’t need fancy software to do it. Just a whiteboard, a notepad, and the willingness to ask the right questions.

Learn more about Bradley’s sales training programs and the OSR Academy by visiting bradleyhartmannandco.com, or reach out to him directly on LinkedIn. You can also catch his insights weekly on The Construction Leadership Podcast and in his newsletter, The Craft of LBM Sales.

The Smarter Building Materials Marketing podcast helps sales and marketing professionals find better ways to grow leads, sales and outperform the competition. It gives insights, examples and shares stories about how to create a results-driven digital marketing strategy for building products and construction companies of any size. SBMM is co-hosted by Venveo’s Founder, Zach Williams and Venveo’s CEO, Beth PopNikolov.

Thanks for tuning in! If you enjoyed this episode and want to catch future insights, be sure to like and subscribe to the Smarter Building Materials Marketing podcast wherever you listen. Got questions or suggestions about today’s episode? Drop us a line at [email protected]—we’d love to hear from you!