The Three Pillars of Sales Success in Building Materials

Prepared by Dan Cant Senior Recruitment Consultant – Building Materials

What separates the top 20% of sales professionals 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 close the deal before you walk out the door.

There’s a reason for that urgency: 70% of first-time showroom visitors never return, according to a study by Retail Customer Experience.

But selling in the building materials sector is a different game entirely.

Whether you’re working through distribution, the A&D channel, or selling directly to contractors, one thing remains constant: trusted relationships drive success.

This industry runs on reputation, experience, and follow-through. That old saying—“people buy from people they know and trust”—couldn’t be more relevant here.

Quick rapport is helpful. But the top performers in our space know that real wins come from doing the basics well, over and over again.

In basketball, it’s a layup. In hockey, an open-net goal. In football, a 5-yard field goal. In sales, it’s:

• Keeping your promises
• Only answering questions, you know the answer to
• Showing up consistently

Simple? Yes. Easy? Not always. But this kind of discipline is what sets true professionals apart.

Another key trust-builder is the ability to transfer technical knowledge. The reps who earn “trusted advisor” status often bring:

• Years of industry experience
• Time spent on the tools
• Technical training that lets them speak their customer’s language

That’s what makes them valuable: they bridge the gap between product specs and real-world application.

Pillar Two — Sharpen the Saw

The second pillar I look for in top-performing reps is sales training or professional skill development in their background.

Ironically, some of the same skills used by car sales pros—when used ethically—are just as relevant in this industry.

I’m not talking about manipulative tactics like test-closing with false urgency or fabricated inventory shortages. I’m talking about soft skills: the ability to read a customer, ask the right questions, and manage a sales process from beginning to end.

Many of the most successful reps I’ve met had some form of structured sales training early in their careers. It taught them how to:

• Listen for buying signals
• Uncover pain points
• Strategically navigate complex or multi-step deals

They’ve taken those fundamentals and adapted them to our sector—often blending them seamlessly with technical knowledge.

Pillar Three — The Grit Factor

The third pillar is often the most powerful, yet hardest to measure. I call it the invisible skillset: Drive, Determination, and the Will to Win.

In my experience, a highly motivated and hungry rep will often outperform someone who is technically stronger or more experienced.

It’s that fire in the belly—an internal push that no training or degree can create. These are the reps who:

• Outwork the competition
• Follow up relentlessly
• Hate losing more than they love winning

Often, this mindset comes from early life experiences that instill discipline and grit. Sometimes it’s competitive sports. Other times, it’s something as fundamental as growing up on a farm, where long days, physical labor, and the expectation to pull your weight from a young age create a deep-rooted work ethic.

Wherever it comes from, it’s unmistakable when it shows up—and it separates the grinders from the coasters.

Are You Hiring for the Right Traits?

In this industry, top performers don’t succeed by accident. They’re built on a foundation of Trust, Skill, and Determination.

• Trust is earned through consistency, credibility, and the ability to become a true advisor—not just a rep.
• Skill is developed through professional training, active listening, and mastering the soft skills needed to guide complex sales.
• Determination is that inner fire—the work ethic forged in early experiences, whether in sports, tough jobs, or even growing up on a farm.

Individually, these traits are valuable. But when all three show up in one person? That’s when you get the rep who rises to the top 20%—year after year.

Connect with Dan

With over two decades of firsthand sales and recruitment experience, Dan Cant has a keen eye for talent and a strong network across North America. If you’re hiring—or thinking about your next career move—reach out for a confidential conversation.

Email: dcant@dmcrecruitment.com Phone: (403) 805 1776