New Podcast Out Now: The Craft of LBM Sales
Sell value, drive builder profit, and win more deals—without competing on price.
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I expect my kids to pay attention when I wax philosophically about The Beatles, The Rolling Stones, or Bruce Springsteen.
I expect them to take notes, ask questions, and nod in agreement.
But when my sons start defending the musical genius of Juice WRLD or G Herbo or BabyChiefDoit, I struggle to genuinely listen.
With one son in college and another in eighth grade, staying relevant and interesting to them is the toughest sales challenge of my life.
They’ve heard me preach the #1 rule of sales all their lives (and yes, they’ve seen the six-foot pennant in our house that says it): It’s not about you.
One morning on the drive to school, my younger son said, “Since it’s not all about you, Dad, wanna listen to this new song?”
I forced my face into something like a smile. “Uh-huh, sure. It’s not Lil Yachty, is it? Or Lil Durk? Lil Uzi Vert? Lil Baby Duckworth?”
“Okay, Dad, stop,” he said. “You made that last one up. This is Adrien Nunez. He was a hooper at Michigan.”
That got my attention.
Now, as a proud University of Illinois grad, I’m contractually obligated to remind everyone that Michigan is a school for cheaters, and Ann Arbor is a tramp. But I was curious enough to listen.
The song was called Low Road.
And it was a jam.
So, my son let the playlist roll.
Second song: Low Road (featuring Avery Anna).
Aha. A duet.
Third song: Low Road (Camino Bajo)—the same track, in Spanish.
And that’s when it hit me: Adrien Nunez wasn’t cheating. He was smart.
He was using the same framework you can use to create and deliver value faster. I call it the Study–Stack–Streak tactic.
Phase I: Study
Nunez knows his audience wants one thing—a hit song. To get there, he studies what works. (And with three Big Ten All-Academic honors, he’s good at that.)
In sales, your “study” is understanding your customers’ pain points—both timeless ones (poor communication, cash flow, lack of labor) and new ones (tariffs, AI, ICE raids).
Listen widely. Ask ChatGPT or Claude.ai to surface fresh perspectives. Read beyond your industry. Listen to podcasts on your daily commute.
Once you’ve found a meaningful solution—big or small—you’re ready to stack.
Phase II: Stack
Nunez turned Low Road into three songs—a solo, a duet, and a Spanish version. Then he stacked clips on YouTube, TikTok, Instagram, and even sold merch: “Adrien Nunez Low Road Pit Crew.”
He didn’t reinvent the song; he repurposed it across mediums.
You can do the same thing. Once you’ve found a solution for your customers’ pain, deliver it in multiple formats:
- A short video for social media
- A podcast snippet
- A written article
- A one-pager for print or email
Ask: Where does my audience already consume information? Then reverse-engineer your message to be served on a platter, ready to be eat.
Phase III: Streak
No, not that kind of streaking.
Keep your clothes on, Frank the Tank.
This “streak” means distribution—getting your insights out fast and wide.
You can streak your message through:
- Calls and emails
- Loom or video walkthroughs
- Social posts and short clips
- Webinars or podcasts
- Articles in trade journals
- Your company newsletter
The goal is to multiply your impact. By stacking, you can reach dozens of prospects at the same time, upgrading to a “one-to-many” value delivery model instead of one-to-one.
Pick one customer problem you’ve solved recently. Record a 90-second video explaining:
- The problem.
- Your simple, tactical solution.
Email it to one prospect with this short note:
Hi __________,
I recorded a quick 90-second video for you walking through a simple but powerful solution to [insert the specific problem they likely face].
Here’s the video: [Insert video link]
This might be something you can plug into your build cycle right away—or at least spark a new way of thinking about it. Either way, I’d love to hear what you think.
Then, post it on LinkedIn with this caption:
Tired of [common pain point] slowing you down?
I just recorded a 90-second video breaking down a smarter way to handle [insert the specific problem they likely face].
It’s short, tactical, and built around something I see way too many builders—and their sales reps—overlook.
🎥 Watch the video here → [insert link]
If you’ve dealt with this before, I’d love to hear how you’ve handled it—or what you’d add to the approach I shared.
Don’t get hung up on perfection.
Treat this as an experiment to help you scale.
In our coaching work with hundreds of LBM sales reps, we see the same pattern: talented reps solving one problem at a time for one customer at a time.
But the same problems—and the same solutions—exist everywhere.
If Adrien Nunez can apply the Study–Stack–Streak tactic in music, you can do it in building materials.
Slow down and think.
Have the courage to share.
Then scale your impact.
That’s how you take the high road.
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Bradley Hartmann & Co.
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Contact Bradley Hartmann:
bradley@bradleyhartmannandco.com
The Craft of LBM Sales 