In every market cycle—boom, downturn, or somewhere in between—one constant remains true in the LBM industry: the salesperson is an important link between the dealer and the customer. They represent far more than price and product; they embody trust, expertise, and the ability to solve problems that builders face every day. The best salespeople in the LBM industry aren’t order takers … they are value creators. In today’s LBM industry, being merely “good” no longer distinguishes anyone. The salesperson and the dealer must become “invaluable” to the customer.
That begins with understanding the customer’s world. Builders and remodelers operate in an environment filled with daily chaos: tight schedules, unpredictable subcontractors, weather delays, demanding homeowners, and nonstop pressure to control costs. When a salesperson takes the time to fully understand these realities—walking jobsites, staying ahead of lead times, and recognizing how even minor disruptions can impact profitability—they begin to see the customer’s challenges through their eyes.
This value continues internally. Some customers may never see your yard, dispatcher, credit department, or accounting office, but they feel the effects of how well those areas function. A salesperson becomes invaluable when they take ownership of communication within their own company—clarifying orders and quotes, fixing billing issues, resolving shortages quickly, and ensuring commitments are met. Customers remember who follows through and who doesn’t.
Another mark of an invaluable relationship is the ability to sell value—not just materials. While price always matters, time is priceless. Orders delivered on time, in full, and undamaged minimize job-site delays and confusion. Fewer issues, less waiting, and more predictable schedules directly influence a builder’s profitability and reputation. When you help customers recognize the real value of saved time, you elevate the relationship far above price.
Customers also rely on salespeople for market intelligence; they simply don’t have time to gather themselves. Whether it’s commodity pricing trends, availability, freight issues, vendor price increases, etc., the salesperson who communicates well becomes essential. Customers begin to lean on you for guidance as they bid jobs or set schedules, and when they call you before they quote a project, it’s clear you’ve moved into the “invaluable” category.
Ultimately, the goal of every customer is profitability, and a salesperson and dealer’s ability to help them achieve that is a powerful differentiator. This might mean identifying waste, recommending value-engineered alternatives, spotting areas of over-ordering, evaluating jobsite inefficiencies, or offering packages that save both money and time. When you protect their bottom line, you protect your relationship.
Just as important as expertise is demeanor. The construction environment is stressful, and when everyone else is losing their cool, the salesperson who remains calm, professional, and solutions-oriented becomes the person customers depend on most. That professionalism reinforces trust in ways that technical knowledge alone never can.
Consistency also plays a critical role. Many salespeople stay visible only when business is booming or orders are flowing. The ones who build lasting relationships stay connected even when customers aren’t actively buying. They maintain a personal presence that keeps the relationship strong regardless of immediate sales.
Internally, teamwork is crucial. Partnering with inside support, credit, dispatch, purchasing, and the yard creates smoother customer experiences and fewer surprises in the field. That collaboration eliminates friction for the customer and positions the salesperson as someone who can navigate company systems to deliver reliable results.
Over time, every salesperson develops a personal reputation—good or bad. The most successful ones cultivate their reputation rooted in reliability, accuracy, responsiveness, and proactive communication. Consistency in these areas creates credibility, and credibility creates loyalty.
Finally, becoming invaluable requires continuous learning. Products evolve, building codes change, technologies improve, and new market pressures emerge. The salesperson who keeps learning becomes a long-term resource for customers who are too busy to track these developments themselves.
When these behaviors all come together—deep customer understanding, proactive communication, time-saving service, steady professionalism, and continuous learning—a salesperson transforms from someone who sells materials into someone customers rely on as a strategic partner. The impact is significant: fewer price objections, stronger loyalty, more referrals, and increased trust from both customers and management.
Builders may forget who offered the lowest price, but they never forget the salesperson who is always there when it mattered most, because they become “invaluable.”
Mike McDole has 40+ years of actual LBM experience, including being SVP of a large regional pro-dealer, and is the principal of Firing Line LBM Advisors. He’s also partners with Greg Brooks of the Executive Council on Construction Supply and his LMS. Mike can be reached at 774.372.1367 or Mike@FiringLineLBM.com.
