In today’s construction supply world, salespeople are facing tougher decisions than ever before.

It’s no longer just:

• Who should I call on?
• Is this a good customer?
• Do I have the right product?

The real pressure shows up here:

• What margin am I willing to give up?
• How far am I willing to go to close this deal?
• Am I earning this business... or buying it?

Let’s be honest, our industry has always had a level of quid pro quo. “If you do this for me, I’ll do that for you.” Most of us have played that game at some point. I know I have. 

But here’s the truth:

Buying business is a short-term win and a long-term liability. It creates expectations you can’t sustain. It erodes your margins. And eventually, it puts you and your company in a bad position. Once you start down that road, it’s hard to get out of it.

What we should be building instead is something stronger—earned business rooted in trust and gratitude. Not transactional loyalty. Not conditional partnerships. But real relationships where customers choose you because of the value you bring—not because of what you’re giving up.

That line gets crossed when:

• You sacrifice margin just to keep a deal.
• You make exceptions that don't make sense for your company.
• You say yes when you know you shouldn't

   

So how do we lead through it? We simplify the decision.

Before you move forward, ask yourself:

1. Is this good for me as a salesperson?
2. Is this good for the customer long-term?
3. Is this good for my company?

If the answer isn’t yes across the board—pause. Because the right deal should work for all three. There isn’t always an easy answer. But there is a right way to approach it:

• Lead with integrity.
• Protect the business.
• Play the long game.

Because in the end, the goal isn’t to win one deal—It’s to build something that lasts.

Will Lane
PCS Tennessee Market President
Rush Building Products/A Division of PCS

PCS Tennessee/Rush Building Products Gorilla Saw Sales Blitz - April 28th-29th!