OSR Academy: Training for Outside Sales Reps and Support for Sales Managers
The mission of the OSR Academy is to intentionally and proactively provide the next generation of LBM (Lumber & Building Materials) sales reps with confidence and discipline around the fundamentals of selling—while giving sales managers the structure, support, and peer community to lead.
Together, they build alignment, accountability, and a sales process everyone believes in.
Participating companies
OSR Academy Evolves
“Going through the OSR Academy, I learned a lot from hearing how others run their business. It’s something we need: motivated leaders who really want to turn the flywheel and learn from each other to grow revenue. I think it’s going to be a powerful resource from day one.”
Vince Tague III >>
General Manager, Tague Lumber
For the past three years, Sale Managers across the country have played a critical role in guiding their Outside Sales Reps (OSRs) and Inside Sales Reps (ISRs) through the OSR Academy.
Through our ongoing interactions with Sales Managers, one question came up over and over again:
“Where can Sales Managers turn for advice and feedback on the unique daily challenges they face in their role?”
Introducing the Sales Manager Peer Advisory Group. It’s built into the OSR Academy and thoughtfully executed to meet the exact needs of busy Sales Managers across the country, providing the tools, support, and strategic community they’ve been asking for.
Sales Manager Peer Advisory Group
Exclusive monthly sessions with Bradley Hartmann and top LBM sales leaders
Connect with a trusted peer network for idea-sharing and leadership support
Learn proven strategies from industry-leading sales management experts
Access ready-to-use tools, templates, and leadership resources
Strengthen alignment and drive growth from the top down
Structure & Support for Sales Managers
What’s included in the OSR Academy:
Attendance at Sales Fundamentals Workshop in April ($3,895 value)
Quarterly teaching by builder owners
Monthly progress reports for local managers
Elimination of stress & frustration of training sales reps
Dedicated, full-time program administrator to guide and coach
Access to best, all-industry sales training content
Custom case studies created specifically for LBM industry
Collaboration with cohort colleagues from other LBM firms across the country
And much, much more!
12-months of the best blended learning sales content
Weekly digital training with on-demand access
Biweekly live virtual training with Hartmann each term
Live Coaching from industry peers and sales experts each term
Curated book selection for use in course and life-long learning
Weekly nudges and progress reports delivered via email
Development & Training for Sales Reps
-
Goal-setting
Pipeline management
Prospecting
Time management
Pre-call planning
Leveraging the phone
Strategic questioning
Overcoming objections
Pricing justification
Conflict management
Negotiation
Cultural intelligence
Closing skills
Virtual selling
Utilizing LinkedIn
and much more!
-
Audio
Videos
Books
Movies
Articles
Case studies
Interviews
Monthly cohort calls
Insight generation reports
Templates & resources
Implementation of sales tools
Sales Fundamentals Workshop ($3,895 value)
Knowledge checks & exams
OSR Academy Trailer
“OSR Academy has streamlined the training process. Every student that we have enrolled has achieved a new level of enthusiasm and has gained a truckload of tools to help enable them to be successful salesmen.”
”I AM CONFIDENT THE INVESTMENT IS WELL SPENT.”
Matt Semonik >>
COO, Arnold Lumber Company
OSR Academy Side-by-Side Comparison
OSR Academy Graduate
Is goal-oriented, tracks progress weekly, monthly, quarterly
Uses time management system to focus on high-value activities
Quantifies, forecasts, and communicates sales pipeline
Intentionally pursues wallet share growth among customers
Confidently leverages the phone to prospect for new business
Is accountable to target list and communicates progress
Has been trained by builders to understand their point of view
Is a consultative seller, helps customers achieve goals
Status Quo OSR
Expects others to provide and monitor sales goals
Allows random calls, texts, and emails to dictate daily behavior
Believes sales forecasts are crazy, impossible, and unnecessary
Fears selling new product lines = risk to current business
Is fearful of using the phone to interrupt people with value
Has no target list for new business or wallet share increase
Focuses on self; fails to understand motivations of builders
Is an account manager: reacts to customer calls, takes orders
What OSR Academy Students Are Saying
JEFF CHAMPLIN >>
Outside Sales Representative
Arnold Lumber Company
JACOB FRITH >>
Outside Sales Representative
Lester Building Supply
MATTHEW RASK >>
Outside Contractor Sales Account Manager
Building Center of Gloucester
CARLOS RUIZ >>
Contractor Sales Specialist
Big Creek Lumber Company
SHAWN JOHNSON >>
Outside Sales Representative
Arnold Lumber Company
JAYSON THIBODEAU >>
Outside Sales Representative
Branford Building Supplies
Our commitment
Give us 12 months and we'll develop your sales rookie into a sales pro.
PAT CLANCY >>
Vice President, Wm. B. Morse Lumber Co.
“There's not another sales training program in the country that even comes close to teaching such a well-rounded curriculum.”
“All of the topics you wish you had time to teach are covered.”
How the OSR Academy is Better—and Different
The OSR Academy is the only LBM sales development system built for both reps and their managers, combining industry-specific content, small-cohort blended learning, and access to a national Sales Manager Peer Advisory Group—all designed to develop the next generation of sales teams in a consistent, methodical way over 12 months.
Hartmann Led Content and Engagement
12-month Blending Learning Program Developed and Led by Bradley Hartmann – designed for Personal and Immediate Impact
Guest Training From Industry Experts
Home Builders and Top Experts from Inside and Outside the LBM Industry Offer Students Real-World Application and Candid Feedback
High Touch Accountability
Dedicated Support of Full-time OSR Academy Administration Team Ensures Students Are Engaged and Successful
Small Cohort Collaboration
Cohort-Based, Small Teams Encourage Collaboration and Insights with other Ambitious Professionals
Sales Fundamentals Workshop
Includes a Spot at SFW, Our Unique and Interactive Annual Sales Training Event, Where Concepts Will Be Reinforced and Practiced in a Live Setting
Proven Results
It’s Proven Effective; Read on for Testimonials from Executives, Students and Builders Involved with the Program
Industry Experts
OSR Academy students and managers have the opportunity for live training and feedback from Sales Experts, Builders, and other Industry Experts in areas such as Prospecting, Negotiation, and Cultural Intelligence.
“Our mission: Bring the best people—with their best content—from inside and outside the industry, to build a great sales pro from the ground up.”
– Bradley Hartmann
-
Mike Weinberg
President of The New Business Sales Coach & Best-Selling Author of New Sales. Simplified.
-
Bill Lee
The Godfather of LBM Sales Training and Consulting and Author of Best-Selling LBM sales book Gross Margin.
-
Bobby Krueger
Founder at Mavrek Development in Chicago and President of The Krueger Group in Cleveland.
-
Matt Potter
Veteran Outside Sales Expert for a Fortune 200 Building Materials Retailer and International Jurist for The Top 25 Sales Films of All Time.
-
Catherine Wheeler
Culture Engineer for People-centric Organizations; has spent over a decade coaching executive leaders of Fortune 300 Companies.
-
Tim Rethlake
40-year Industry veteran, Sales Training Expert and Coach at Consultancy, TRaction Coaching.
-
Dr. Ben Bigelow
Leads Construction Management Program at University of Oklahoma and collaborates with Hartmann on LBM Case Studies.
-
Mike Barrett
Owner of Barrett Homes; Developer and Builder of Luxury Homes in Chicago with previous experience at large, national homebuilder.
Who the OSR Academy is Built for:
The OSR Academy is designed for forward-thinking sales leaders who want to elevate their entire team—not just one rep. Most students are either inside sales pros who wish to adequately prepare to become an Outside Sales Rep (OSR) in the future, or rookie OSRs who would benefit from a firm foundation in sales training.
But the transformation doesn’t stop there. Sales Managers who enroll with their reps gain access to a national Peer Advisory Group, exclusive leadership coaching, and monthly sessions designed to align strategy, improve accountability, and build a process everyone believes in. Whether you're growing your next great OSR or sharpening your own leadership playbook, the OSR Academy delivers structure, support, and results—because great sales teams start at the top.
SUCCESS STORIES FROM FOLKS WE’VE WORKED WITH:
-
![]()
“I don’t get the impression that a lot of salespeople are doing the training that you are, because a lot of the topics that you teach . . . I just don’t see in the people that are contacting me. It's very useful and this training will help you out tremendously.”
MIKE BARRETT >> OWNER OF BARRETT HOMES (speaking to OSR Academy students)
-
![]()
“Recognize as a salesperson, you're a professional. It's an art and a craft that you can get better at. You've been given so many great tools through Bradley's training. You have to put in the work though . . . . People want to buy from people who they naturally enjoy being with and who exude confidence. The only way you can do that is to know your stuff, be the expert that they can rely on.”
DAVE REICHERT >> OWNER OF DAVIS-HAWN LUMBER CO. AND ARCHITECTURAL MILLWORKS
-
![]()
“We are loving the course and interaction with the cohort. I’m thoroughly enjoying being able to debrief with our students in the program, discussing content, and being challenged in our thinking. I love watching our employees’ growth.”
TIM SMOYER >> DIRECTOR OF STRATEGIC GROWTH AT KEYLINK
-
![]()
“Based on previous success we've had with Bradley Hartmann coaching our sales team, we pushed him to develop a program to better prepare our next generation of sales leaders.”
NICK KUIKEN ❯❯ VP OF SALES AT KUIKEN BROS.
-
![]()
"In a perfect world, we’d have the time and resources to create our own internal program to develop our future sales pros, but we don’t. So we detailed our specifications for the program and outsourced it to Bradley and his team. We’ve been thrilled with the results."
DAVID FIELDS >> VICE PRESIDENT – NATIONAL ACCOUNTS AT NOVO BUILDING PRODUCTS
OSR Academy Investment
Enroll One. Empower Two.
The investment in OSR Academy is $19,495 per student, and includes a spot at Sales Fundamentals Workshop ($3,895 value).
Each sales rep enrollment unlocks full access for their sales manager—including monthly peer advisory sessions, exclusive leadership resources, and expert coaching. One investment. Shared growth.
Register by June 20th for a savings of $1,000.
OSR Academy Student Feedback
-
![]()
"The OSR Academy gives everyone a different perspective to sales. Instead of just taking orders, I find myself working with customers and finding ways to add value.”
DEREK SANTOS >> Outside Sales Professional
Koopman Lumber & Hardware Co. -
![]()
“OSR Academy has given me confidence to talk to customers not only about product, but their business as well. I am more comfortable on the phone when talking to prospects. It has helped me organize my schedule and workload, identifying and prioritizing what is most important to get done.”
TOM SCHULZE >> Sales Representative
Builders' General Supply Company -
![]()
“I have never taken a course that is so thorough training a future outside sales rep. Bradley’s Zoom sessions get everyone talking and contributing... I find I learn best from these interactions along with the projects. I am grateful for this course and what I’ve learned can be applied to all aspects of my life.”
KAI COLEMAN BRAGG >> Inside Sales
Jim Carpenter Company -
![]()
“OSR Academy has truly refined the way that I approach the outside sales role that I currently hold. It teaches you a way of looking and solving problems differently, providing you with real instances that illustrate the power of using the techniques.”
JEFF CHAMPLIN >> Outside Sales
Arnold Lumber Company -
![]()
“I have seen so much benefit in learning more of the proper terminology, as well as the framework, of selling building materials. I feel more confident talking to decision-makers knowing I am delivering value and not wasting their time or mine.”
W. CLAY MARTIN >> SE Market Development Rep
Keylink Fencing & Railing
Upcoming Dates
The next OSR Academy cohort will launch in September 2025. Contact us now to secure your spot!
FAQs
-
The OSR Academy is designed for aspiring OSRs who have not learned or demonstrated the fundamentals of selling and are currently working within another department, or new OSRs who would benefit from a comprehensive training program.
-
Certainly--about half of the students in our program are existing OSRs. The critical factor for these students—and their managers and champions—will be to understand our curriculum is designed to methodically build confident OSRs from the ground up over the course of 12 months. If current OSRs are struggling and need immediate training and coaching in order to improve their sales performance, we recommend our OSR Coaching Program.
-
September 15, 2025
-
Our OSR Academy administrator will provide monthly progress reports to the participants' leadership. We recommend champions (executives) allocate 10-15 minutes per month for review. The manager should allocate about 30 minutes per month for monthly check-in and reinforcement of training.
-
Not necessarily. In past cohorts, we’ve had several managers at different companies oversee multiple students enrolled in the OSR Academy. They reported a time investment of roughly 30 minutes every one to two weeks to review the work, progress, and grades of their students, and reinforce training content.
-
The weekly training content will be introduced and explained by Bradley Hartmann. The content itself will come from a variety of the best resources available, including LBM-specific content from experts like Bill Lee, Dr. Ben Bigelow, and Hartmann. Best-in-class content from outside the industry will also be included from leaders like Mike Weinberg (sales story) and Rich Horwath (strategy).
-
Bradley Hartmann will be personally overseeing the day-to-day execution of the program along with his colleague, Maddie Seaver the Customer Success Manager and administrator for the OSR Academy. Maddie will work hand-in-hand with Hartmann to facilitate student engagement, grade student-submitted content, and provide consistent progress reporting to the managers and executives.
-
Yes. The live training sessions regularly feature a builder sharing insights and advice from the other side of the desk.
-
Email Maddie Seaver directly at Madison@bradleyhartmannandco.com with OSR Academy in the subject line, and detail any questions you may have. Let us know if you’d like to schedule an introductory call to determine if the OSR Academy is a fit for your team.
-
The investment in OSR Academy is $19,495. Register by June 20th for a savings of $1,000.
Ready to enroll?
If you’re looking to join The OSR Academy, follow these steps to enroll and get started:
01 ❯❯❯
Contact our team here
02 ❯❯❯
Indicate your interest in the OSR Academy
03 ❯❯❯
Schedule a call with our OSR Academy admin team
04 ❯❯❯
Complete enrollment