“Your sales team isn’t just moving product – they’re building your company’s future. Every untrained interaction isn’t just a missed sale; it’s a missed opportunity to build your legacy.”
Let me tell you a story I see far too often in the building materials industry: A company loses a million-dollar project to a competitor. The reason? It wasn’t price. It wasn’t product quality. It was because their sales team couldn’t effectively communicate value.
Here’s the painful truth: You’re probably losing more money from poor sales training than you realize.
The Wake-Up Call
The numbers tell a stark story: Companies with comprehensive sales training achieve a staggering 353% ROI compared to those without formal training. Think about that. For every dollar you invest in training, you could be seeing more than three dollars in return.
But this isn’t just about numbers. It’s about survival.
The Real Cost You’re Paying Right Now
In today’s building materials market, an untrained sales team isn’t just an inconvenience – it’s a liability. Every time one of your salespeople walks into a customer’s office unprepared, you’re not just risking a sale. You’re risking your company’s future.
When your team lacks proper training:
- They default to price-based selling, destroying your margins
- They miss critical specification opportunities that lock in long-term business
- They damage relationships that took years to build
- They erode your brand’s market position with every weak interaction
The Market is Changing. Are You?
Gone are the days when product knowledge alone could close deals. Today’s building materials buyers aren’t looking for order-takers – they’re looking for experts, consultants, and partners.
The most successful companies in our industry understand this. They’re transforming their sales teams from product pushers into trusted advisors. And they’re seeing the results: higher margins, stronger relationships, and market dominance.
The Path to Sales Excellence
The transformation your team needs isn’t complicated, but it requires commitment. Here’s what it looks like:
Technical Mastery
Your team needs to know more than just product specs. They need to understand the application, installation, and how your solutions solve real-world problems.
Consultative Selling Skills
Price becomes less relevant when your team knows how to uncover needs, present solutions, and demonstrate real value.
Market Intelligence
Understanding industry trends, codes, and competitive positioning isn’t optional anymore – it’s essential for survival.
The Choice Is Yours
Here’s the reality: In today’s building materials market, you have two choices:
- Keep hoping your undertrained team can somehow compete against increasingly sophisticated competitors
- Invest in transforming your sales force into a market-dominating team of experts
Companies that choose the second path are seeing 24% higher profit margins and winning deals they never could before.
The Bottom Line
Every day you delay proper sales training, you’re not just losing sales – you’re losing ground to competitors who are investing in their teams.
The question isn’t whether you should invest in sales training. The question is: How much longer can you afford not to?

Ready to transform your sales team into a market-dominating force? Let’s talk about your team’s potential. Schedule a strategy call with Grit Blueprint here.