The Craft of LBM Sales Podcast: Sell Value, Drive Builder Profit, and Win More Deals—Without Competing on Price

Bradley Hartmann

Are you working harder than ever but still watching deals slip away—stuck competing on price instead of winning by showing the real value you deliver? You’re not alone. The Craft of LBM Sales Podcast is here to help LBM sales pros like you make your differentiation obvious, prove your value in a way builders can’t ignore, and finally break free from competing on price as you close higher-margin deals with more confidence. Tune in each week to learn: - Proven strategies to immediately stand out and earn more face-to-face meetings with prospects where you deliver tangible value—so you can stop discounting and start acting like a trusted advisor. - Practical tools to manage your top priorities and your sales pipeline—so you stay focused on what drives sales instead of getting buried in busywork. - The confidence and skills to handle objections, close more sales, and build lasting builder relationships—so every deal strengthens your reputation and leads to positive word-of-mouth referrals. Raised in a lumber yard, Bradley Hartmann apprenticed as a carpenter and went on to build more than 1,000 homes before moving into regional purchasing with a national builder—experience that now fuels his work as the LBM industry’s leading sales consultant, trainer and author of 15 books. He teaches leadership at the graduate level to construction professionals at the University of Oklahoma. Every Monday and Wednesday on The Craft of LBM Sales Podcast, you’ll listen to a brief episode packed with practical, tactical sales insights and real-world lessons that help LBM sales pros stop discounting and start closing more profitable deals with confidence. If you’re ready to stop competing on price and start closing more profitable deals, begin with Episode 1. It lays the foundation for everything this show is about—and it’s the perfect place to start your journey.

  1. 2d ago

    79 :: The Meeting That Saved Air Jordan: Lessons Every Salesperson Needs To Hear

    Have you ever lost a sales opportunity because you focused on your product instead of the person buying it? Many sales professionals believe more product knowledge is the key to winning business. Yet customers often choose partners who understand their challenges, constraints, and goals better than anyone else. In this episode, you'll discover how Tinker Hatfield's approach to saving Nike's relationship with Michael Jordan reveals a powerful framework for building trust, creating personalized solutions, and standing out in competitive markets. After listening, you'll learn how to: Uncover deeper customer needs through observation, listening, and intentional discovery.Design solutions around customer constraints instead of forcing products into the conversation.Build a systematic approach to understanding customers that leads to stronger relationships and more profitable deals. Listen now to learn how shifting from pitching products to designing personalized solutions can transform the way customers see you and dramatically improve your sales results. Bradley's Sport of Selling column in the LBM Journal Download the McKay 66 Version 2.0 Customer Intelligence Questionnaire The Craft of LBM Sales Podcast is presented by GenetiQ—the next evolution of ERP. Learn more about the OSR Academy If you’re ready to stop competing on price and start having the right sales conversations that win business, send us a note at info@bradleyhartmanandco.com or visit our website and click on Increase Sales. In The Craft of LBM Sales, we tackle real-world sales challenges in the lumber and building materials industry, including handling sales objections, improving phone sales, and what to do when you can’t close deals. Learn how to land new business, strengthen your negotiation skills, and build a reliable sales pipeline, even if you currently have no sales process in place. We also explore proven sales techniques, value selling strategies, overcoming sales rejection, hitting your sales goals, and navigating tough conversations around discounting. New podcasts are dropped every Monday and Wednesday.

    10 min

  2. 4d ago

    78 :: How The Silna Brothers Turned Rejection Into An $800 Million Negotiation Win and What It Means For YOUR Next Deal

    What if one overnight negotiation planning session could generate hundreds of millions of dollars in value over the next 40 years? If you're tired of seeing negotiations devolve into price discussions, this episode reveals why preparation, not persuasion, is often the difference between protecting your margins and giving them away. Through the fascinating story of the Silna brothers and the greatest negotiation deal in sports history, you'll discover practical lessons that apply directly to sales, business, and high-stakes negotiations. In this episode you will Learn how thorough negotiation preparation can dramatically improve your outcomes before the conversation even begins.Discover how identifying and leveraging strategic concessions helps you avoid competing solely on price.Understand how to evaluate your BATNA, think through worst-case scenarios, and negotiate from a position of confidence. Listen now to learn the negotiation framework that helped create one of the most profitable deals of all time and how you can use the same principles to protect margin and close better business. The Craft of LBM Sales Podcast is presented by GenetiQ—the next evolution of ERP. Learn more about the OSR Academy If you’re ready to stop competing on price and start having the right sales conversations that win business, send us a note at info@bradleyhartmanandco.com or visit our website and click on Increase Sales. In The Craft of LBM Sales, we tackle real-world sales challenges in the lumber and building materials industry, including handling sales objections, improving phone sales, and what to do when you can’t close deals. Learn how to land new business, strengthen your negotiation skills, and build a reliable sales pipeline, even if you currently have no sales process in place. We also explore proven sales techniques, value selling strategies, overcoming sales rejection, hitting your sales goals, and navigating tough conversations around discounting. New podcasts are dropped every Monday and Wednesday.

    19 min

  3. Jun 17

    77 :: Does Your Sales Strategy Lack Higher-Level Value? Here's How To Fix It Right Now

    Are you delivering far more value than your customers realize and leaving profit on the table because you aren't communicating it? In competitive markets, great products and reliable service have become expected. Yet many sales professionals continue to rely on functional benefits alone when trying to differentiate. In this episode, Bradley Hartmann explores Bain & Company's Elements of Value framework and reveals how understanding multiple levels of value can help you stand out, strengthen customer relationships, and reduce price pressure. In this episode you will Learn the five levels of value and how they influence customer buying decisions beyond product features and pricing.Discover practical examples of ease-of-doing-business, individual, and inspirational value that can make your company harder to replace.Understand how to identify, communicate, and capture the value you're already delivering so you can improve margins and grow stronger customer relationships. Listen now to uncover hidden value opportunities that can help you differentiate from competitors, earn higher margins, and become the supplier customers choose even when lower-priced alternatives exist. Download the B2B Elements of Value Pyramid or visit the interactive website by Bain Listen to Episode 76 for Part 1 of the Value Pyramid discussion Learn more about the OSR Academy Learn more about the Sales Managers Guild The Craft of LBM Sales Podcast is presented by GenetiQ—the next evolution of ERP. If you’re ready to stop competing on price and start having the right sales conversations that win business, send us a note at info@bradleyhartmanandco.com or visit our website and click on Increase Sales. In The Craft of LBM Sales, we tackle real-world sales challenges in the lumber and building materials industry, including handling sales objections, improving phone sales, and what to do when you can’t close deals. Learn how to land new business, strengthen your negotiation skills, and build a reliable sales pipeline, even if you currently have no sales process in place. We also explore proven sales techniques, value selling strategies, overcoming sales rejection, hitting your sales goals, and navigating tough conversations around discounting. New podcasts are dropped every Monday and Wednesday.

    16 min

  4. Jun 15

    76 :: Most Salespeople Compete on 1 Level of Value. Top Performers Compete on 5

    Are you delivering value to customers or just providing what they already expect? If your customers consistently focus on price, push back on margins, or struggle to see what makes you different from the competition, the issue may not be your product offering. It may be how value is being communicated. Understanding what buyers truly perceive as valuable can completely change the sales conversation. In this episode, you'll learn The five levels of value that influence buying decisions and customer loyalty.Why reliability, quality, and innovation often aren't enough to justify premium pricing.How to identify and communicate higher-level value that strengthens relationships and protects margins. Listen now to learn how top sales professionals move beyond product conversations and create value customers are willing to pay more for. Download the B2B Elements of Value Pyramid or visit the interactive website by Bain Learn more about the OSR Academy Learn more about the Sales Managers Guild The Craft of LBM Sales Podcast is presented by GenetiQ—the next evolution of ERP. If you’re ready to stop competing on price and start having the right sales conversations that win business, send us a note at info@bradleyhartmanandco.com or visit our website and click on Increase Sales. In The Craft of LBM Sales, we tackle real-world sales challenges in the lumber and building materials industry, including handling sales objections, improving phone sales, and what to do when you can’t close deals. Learn how to land new business, strengthen your negotiation skills, and build a reliable sales pipeline, even if you currently have no sales process in place. We also explore proven sales techniques, value selling strategies, overcoming sales rejection, hitting your sales goals, and navigating tough conversations around discounting. New podcasts are dropped every Monday and Wednesday.

    16 min

  5. Jun 10

    75 :: How to Become the First Call When Customers Need Solutions

    When your customer runs into a major problem, are you the first person they trust to find a solution or just another salesperson with limited answers? In today's competitive LBM market, customers need more than pricing and availability. They need trusted experts who can navigate supply chain disruptions, product shortages, code changes, and unexpected jobsite challenges. In this episode, Bradley Hartmann shares the fascinating story behind London's famous "Knowledge" exam and explains why the same commitment to mastery can become your greatest competitive advantage in sales. In this episode you will · Learn how to build the kind of expertise that makes customers trust you when projects go off track. · Discover a practical framework for identifying and closing the knowledge gaps that limit your sales performance. · Understand how mastering your craft can help you become the first call customers make when they need solutions, not just products. Listen now to discover how developing your own version of "The Knowledge" can help you build confidence, create stronger customer relationships, and stand out in a crowded market. Learn more about the OSR Academy The Craft of LBM Sales Podcast is presented by GenetiQ—the next evolution of ERP. If you’re ready to stop competing on price and start having the right sales conversations that win business, send us a note at info@bradleyhartmanandco.com or visit our website and click on Increase Sales. In The Craft of LBM Sales, we tackle real-world sales challenges in the lumber and building materials industry, including handling sales objections, improving phone sales, and what to do when you can’t close deals. Learn how to land new business, strengthen your negotiation skills, and build a reliable sales pipeline, even if you currently have no sales process in place. We also explore proven sales techniques, value selling strategies, overcoming sales rejection, hitting your sales goals, and navigating tough conversations around discounting. New podcasts are dropped every Monday and Wednesday.

    15 min

  6. Jun 8

    74 :: How To Earn Builder Trust By Delivering Value Before The Sale

    What if the fastest way to win more builder business isn't talking about your products, pricing, or promotions at all? Many sales professionals spend countless hours refining their pitch, improving product knowledge, and chasing competitive pricing, yet still struggle to earn meetings with builders. In this episode, custom home builder Liam Hibbert shares an unfiltered look at what earns trust, creates credibility, and opens doors with builders. If you're trying to stand out in a crowded market, these insights reveal what builders really value from suppliers and sales reps. In this episode, you will How builders decide whether a salesperson is worth meeting with and the prospecting mistakes that instantly destroy credibility.Why referrals, timing, and genuine value creation matter far more than pricing when building long-term relationships.Practical ways to position yourself as a trusted partner by solving problems, understanding your customer's business, and delivering value before asking for anything in return. Listen now to learn directly from a builder's perspective and uncover the relationship-building strategies that can help you earn more trust, create more opportunities, and win more profitable business. Click HERE to learn more about the OSR Academy The Craft of LBM Sales Podcast is presented by GenetiQ—the next evolution of ERP. If you’re ready to stop competing on price and start having the right sales conversations that win business, send us a note at info@bradleyhartmanandco.com or visit our website and click on Increase Sales. In The Craft of LBM Sales, we tackle real-world sales challenges in the lumber and building materials industry, including handling sales objections, improving phone sales, and what to do when you can’t close deals. Learn how to land new business, strengthen your negotiation skills, and build a reliable sales pipeline, even if you currently have no sales process in place. We also explore proven sales techniques, value selling strategies, overcoming sales rejection, hitting your sales goals, and navigating tough conversations around discounting. New podcasts are dropped every Monday and Wednesday.

    20 min

  7. Jun 3

    73 :: How Top Builders Decide Which Suppliers Get More Business (And Which Get Ignored)

    Are your sales meetings helping you win builder business or costing you opportunities before the conversation even starts? Most sales professionals believe relationships are built through persistence, product knowledge, and staying visible. But according to this panel of builders, what actually earns trust is thoughtful preparation, meaningful research, clear communication, and bringing solutions instead of simply showing up with another sales pitch. In a market filled with pricing volatility and endless supplier options, builders are looking for partners who can create value long before asking for business. In this episode, you'll discover: What builders consider the key ingredients of a productive sales meeting and why preparation is often the biggest differentiator.How to communicate price increases in a way that strengthens trust instead of damaging relationships.Practical strategies for becoming a problem-solving partner through innovation, research, follow-up, and meaningful customer engagement. Listen now to learn exactly what builders want from suppliers and sales professionals so you can stand out from competitors, earn more trust, and win more profitable business. Listen to Episode 72 for Part 1 of the Builder Panel Discussion at SFW 2026. The Craft of LBM Sales Podcast is presented by GenetiQ—the next evolution of ERP. If you’re ready to stop competing on price and start having the right sales conversations that win business, send us a note at info@bradleyhartmanandco.com or visit our website and click on Increase Sales. In The Craft of LBM Sales, we tackle real-world sales challenges in the lumber and building materials industry, including handling sales objections, improving phone sales, and what to do when you can’t close deals. Learn how to land new business, strengthen your negotiation skills, and build a reliable sales pipeline, even if you currently have no sales process in place. We also explore proven sales techniques, value selling strategies, overcoming sales rejection, hitting your sales goals, and navigating tough conversations around discounting. New podcasts are dropped every Monday and Wednesday.

    22 min

  8. Jun 1

    72 :: Builders Reveal What Makes a Sales Call Worth Their Time and How to Build Instant Credibility

    Are your sales meetings helping builders solve problems—or simply taking up valuable time? Builders are busier than ever, and they quickly recognize the difference between salespeople who create value and those who waste time. In this special episode, you'll hear directly from builder owners, purchasing leaders, and industry decision-makers as they share what earns their trust, what immediately turns them off, and what sales professionals can do to become true business partners instead of just another supplier. In this episode you will Learn exactly what builders want salespeople to do before walking into a meeting.Discover how preparation, differentiation, and problem-solving create stronger relationships and more opportunities.Understand the common mistakes that damage trust and prevent suppliers from earning a second conversation. Listen now to hear unfiltered feedback from real builders that can help you create more productive meetings, build stronger relationships, and win more profitable business. The Craft of LBM Sales Podcast is presented by GenetiQ—the next evolution of ERP. If you’re ready to stop competing on price and start having the right sales conversations that win business, send us a note at info@bradleyhartmanandco.com or visit our website and click on Increase Sales. In The Craft of LBM Sales, we tackle real-world sales challenges in the lumber and building materials industry, including handling sales objections, improving phone sales, and what to do when you can’t close deals. Learn how to land new business, strengthen your negotiation skills, and build a reliable sales pipeline, even if you currently have no sales process in place. We also explore proven sales techniques, value selling strategies, overcoming sales rejection, hitting your sales goals, and navigating tough conversations around discounting. New podcasts are dropped every Monday and Wednesday.

    21 min
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About

Are you working harder than ever but still watching deals slip away—stuck competing on price instead of winning by showing the real value you deliver? You’re not alone. The Craft of LBM Sales Podcast is here to help LBM sales pros like you make your differentiation obvious, prove your value in a way builders can’t ignore, and finally break free from competing on price as you close higher-margin deals with more confidence. Tune in each week to learn: - Proven strategies to immediately stand out and earn more face-to-face meetings with prospects where you deliver tangible value—so you can stop discounting and start acting like a trusted advisor. - Practical tools to manage your top priorities and your sales pipeline—so you stay focused on what drives sales instead of getting buried in busywork. - The confidence and skills to handle objections, close more sales, and build lasting builder relationships—so every deal strengthens your reputation and leads to positive word-of-mouth referrals. Raised in a lumber yard, Bradley Hartmann apprenticed as a carpenter and went on to build more than 1,000 homes before moving into regional purchasing with a national builder—experience that now fuels his work as the LBM industry’s leading sales consultant, trainer and author of 15 books. He teaches leadership at the graduate level to construction professionals at the University of Oklahoma. Every Monday and Wednesday on The Craft of LBM Sales Podcast, you’ll listen to a brief episode packed with practical, tactical sales insights and real-world lessons that help LBM sales pros stop discounting and start closing more profitable deals with confidence. If you’re ready to stop competing on price and start closing more profitable deals, begin with Episode 1. It lays the foundation for everything this show is about—and it’s the perfect place to start your journey.

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