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March 3-7, 2026

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5 Secrets to Consistent Sales Success in Construction



Builder choosing heavy machinery for construction with a sales consultant standing with some documents on the open ground of a shop with special vehicles

Whether it's your full-time job or just one of the many hats you wear as an owner or manager, you are a salesperson. So the question is, are you really functioning at your best in that role every day? It's easy to get sidetracked, to develop bad habits, and even worse attitudes. It's not always easy to maintain your enthusiasm and your commitment to growing your business.

Below is a brief overview of the full education session that will be featured at CONEXPO-CON/AGG 2023, 5 Principles to Consistent Sales Success.

1. It’s all about attitude

To achieve consistent sales success, the importance of attitude cannot be overemphasized, David Fellman, President of David Fellman & Associates – a sales and marketing consulting firm based in Raleigh, NC

He stresses the importance of understanding that a person’s attitude is a matter of personal choice, and that attitude sets the tone for their interactions with others.

“Most sales encounters don’t end up with the seller getting the order because there typically is always competition,” notes Fellman. “Salespeople need to have the attitude that you can’t win them all but you can win your share and maybe a little more than your share.”

Fellman acknowledges it is hard for salespeople to maintain a good attitude because selling is not an easy profession. “Success comes from going out there every day ready to compete and succeed. It is all about self-motivation. That is where attitude comes into play.”

2. Prioritize customer service

Another key to consistent sales success is exceptional customer service, he adds. “The best definition I ever heard of what exceptional customer service is: to meet or exceed the customer’s expectations. Customer service starts with an understanding of the customer’s expectations. Once you know this you will know what to do to exceed them.”

3. Price isn’t as important as you’d think

Salespeople must understand the difference between price and value, emphasizes Fellman. Then they need to represent that to the people they are trying to sell to. As Warren Buffett once said: Price is what you pay. Value is what you get.

“By understanding the customer’s expectations, salespeople can position themselves as being best able to meet those expectations,” explains Fellman.

4. Time is money

Successful salespeople are also good at managing their time, he notes. “Time is money. You can do all of the same things with time that you can with money. You can spend it, invest it, or waste it.” Pay attention to how you are spending this time.

5. Customizer your approach to each buyer

“Consistent sales success also comes from having strong fundamentals,” explains Fellman. “It is not about some kind of fancy new way to sell. The ways in which salespeople can reach out to people have changed but it is still all about the interaction between a buyer and a seller.”

Successful salespeople realize that it is never the buyer’s responsibility to effectively communicate with the seller, he says. It is always the other way around. “It is the salesperson’s job to make sure real communication happens. That can be a problem anytime there is jargon involved. Speak a language that the person you are trying to sell to will understand.”

To learn more about tips to achieve sales success, David Fellman will be hosting an hour-long presentation on the topic at CONEXPO-CON/AGG 2023. See below for more info on how to attend his session, “5 Principles to Consistent Sales Success.”

Learn More

About the speaker

David Fellman headshot33 years ago David Fellman formed David Fellman & Associates to equip salespeople with better tools on how to boost their sales.  

With experience teaching sales techniques in a wide range of industries, including construction, “I have discovered that there are not any big differences in selling into any industry. While there are always little things, the fundamentals of selling are going to be the same.”

A veteran of speaking at CONEXPO-CON/AGG, Fellman says “attending the sessions is tremendously worthwhile because of all the knowledge and insight attendees can gain.”

With 150 sessions, CONEXPO-CON/AGG’s comprehensive education program is the leading source for contractors, business owners, construction material producers, and end-users to obtain cutting-edge, timely, and actionable information for today’s challenging economy and a changing and global industry. Click here for more information.

2023 Education Sessions


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