Being a good building materials salesperson is becoming increasingly challenging—but that’s exactly where the opportunities lie.
It’s not that difficult to stand out in the building industry if you learn the art and science of your profession. The keys lie in effective communication, deep product knowledge, and—most importantly—understanding your customer. Specifically, you need to know their wants, needs, and fears.
Drilling down, here are five key areas to master the art of selling to building industry professionals:
1. Serve, Don’t Sell
Nobody really likes a “salesperson”—they’re often seen as pushy, manipulative, and self-serving. To stand out, become a Sales Professional instead.
Learn to listen more than you talk. Listen for ways to help. Seek solutions that genuinely support your customer. Your goal is to become their trusted advisor—the go-to person they turn to when they need help.
2. Manage Your Mindset
Have you ever noticed how someone can walk into a room and instantly change the mood—for better or worse?
You have that power. Before every customer interaction, check your mindset, appearance, and attitude. If something is off, reset it. Your energy and presence speak louder than your words.
As the saying goes: “Who you are speaks so loudly, they can’t hear what you’re saying.”
3. Know (and Love) Your Product
It’s not enough to be a walking catalog. You need to know how your products impact your customers and their building process.
They can Google specs—but you provide insight.
How does your product save them time? Save them money? Improve their work?
And if you don’t believe in your product, why are you selling it? Your confidence and enthusiasm should come through in every conversation.
4. Know (and Love) Your Customer
Think of prospecting like going on a date: you do your homework, ask around, and come prepared with good questions.
Before meeting a new customer, research them—at the very least, check out their website.
One of my favorite books, The Greatest Salesman in the World by Og Mandino, emphasizes the importance of love in every interaction. Here’s a favorite excerpt:
“I will greet this day with love in my heart… Though spoken in silence, these words will shine in my eyes, unwrinkle my brow, bring a smile to my lips, and echo in my voice; and his heart will be opened. And who is there who will say nay to my goods when his heart feels my love?”
5. Know (and Love) Yourself
Know your strengths and your weaknesses. Focus on your strength zone.
For example, I don’t have the “gift of gab.” So I lean into being thoughtful and strategic. I listen more than I speak.
In sales, we can fall into the trap of being “salesy”—pitching instead of helping.
That’s where self-awareness and self-confidence come in. You need the courage to face rejection and the self-love to keep showing up and asking for the order.
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