Page 21 - July-August 2025 REPORTER - optimized

TITLE SPONSOR

hat separates the top 20% of sales
Wprofessionals in building materials
and construction?
In my 30+ years in professional B2B
sales and recruitment, one truth has
remained consistent: the top 20% of
sales professionals—the award winners,
the high earners—share a common set
of traits that consistently set them apart
from their peers. While many variables
contribute to sales success, I’ve narrowed
it down to three pillars: Trust, Skill, and
Determination.
Pillar One — In Our Rep We Trust
We all know the feeling—the urge to
take a shower after dealing with a slick,
high-pressure sales rep trying to hustle
you into a test drive. Car sales is tough.
Their job is to build rapport quickly and bring: blending them seamlessly with technical
close the deal before you walk out the knowledge.
door. • Years of industry experience
There’s a reason for that urgency: 70% • Time spent on the tools Pillar Three — The Grit Factor
of first-time showroom visitors never • Technical training that lets them speak The third pillar is often the most
return, according to a study by Retail their customer’s language powerful, yet hardest to measure.
Customer Experience. But selling in the I call it the invisible skillset: Drive,
building materials sector is a different That’s what makes them valuable: they Determination, and the Will to Win.
game entirely. bridge the gap between product specs In my experience, a highly motivated
Whether you’re working through and real-world application. and hungry rep will often outperform
distribution, the A&D channel, or selling someone who is technically stronger or
directly to contractors, one thing remains Pillar Two — Sharpen the Saw more experienced.
constant: trusted relationships drive The second pillar I look for in top- It’s that fire in the belly—an internal
success. performing reps is sales training or push that no training or degree can create.
This industry runs on reputation, professional skill development in their These are the reps who:
experience, and follow-through. That background.
old saying—“people buy from people Ironically, some of the same skills used • Outwork the competition
they know and trust”—couldn’t be more by car sales pros—when used ethically— • Follow up relentlessly
relevant here. are just as relevant in this industry. • Hate losing more than they love
Quick rapport is helpful. But the top I’m not talking about manipulative winning
performers in our space know that real tactics like test-closing with false urgency
wins come from doing the basics well, or fabricated inventory shortages. I’m Often, this mindset comes from early
over and over again. talking about soft skills: the ability to read life experiences that instill discipline
In basketball, it’s a layup. In hockey, an a customer, ask the right questions, and and grit. Sometimes it’s competitive
open-net goal. In football, a 5-yard field manage a sales process from beginning to sports. Other times, it’s something as
goal. In sales, it’s: end. fundamental as growing up on a farm,
Many of the most successful reps I’ve where long days, physical labor, and the
• Keeping your promises met had some form of structured sales expectation to pull your weight from a
• Only answering questions, you know training early in their careers. It taught young age create a deep-rooted work
the answer to them how to: ethic.
• Showing up consistently Wherever it comes from, it’s
• Listen for buying signals unmistakable when it shows up—and it
Simple? Yes. Easy? Not always. But • Uncover pain points separates the grinders from the coasters.
this kind of discipline is what sets true • Strategically navigate complex or multi-
professionals apart. step deals Are You Hiring for the Right Traits?
Another key trust-builder is the ability In this industry, top performers
to transfer technical knowledge. The reps They’ve taken those fundamentals don’t succeed by accident. They’re
who earn “trusted advisor” status often and adapted them to our sector—often built on a foundation of Trust, Skill, and

www.lbmao.on.ca LBMAO Reporter - July-August 2025 21