OSR Academy: Training for Outside Sales Reps
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.
Participating companies
What’s included:
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
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!
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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!
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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 Side-by-side Comparison
OSR Academy Graduates
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
The 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
OSR Academy Trailer
Turning sales rookies into sales pros, learn more about the OSR Academy by watching the trailer below.
Our commitment
Give us 12 months and we'll develop your sales rookie into a sales pro.
NICK KUIKEN >>
VP of Sales at Kuiken Brothers
“The success stories we’ve had made it easy to invest in training somebody to learn the right way before putting them on the road, so they become a 5 or 6 or 7-million dollar-per-year sales rep.”
“It’s a great return on our investment.”
How the OSR Academy is Better—and Different
The OSR Academy is the only industry-specific, small cohort, blended learning sales training program designed to develop the next generation of sales pros in a consistent, methodical way over the course of 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
Top Experts From Inside and Outside the LBM Industry Work Directly With Our Students for 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 Cohort 1 Executives, Students and Builders Involved with the Program
Industry Experts
OSR Academy students have the opportunity for live training and feedback from Sales Experts, Builders, and other Industry Experts in areas such as Marketing, Credit, and Strategy.
“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
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Mike Weinberg
President of The New Business Sales Coach & Best-Selling Author of New Sales. Simplified.
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Bill Lee
The Godfather of LBM Sales Training and Consulting and Author of Best-Selling LBM sales book Gross Margin.
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Bobby Krueger
Founder at Marek Development in Chicago and President of The Krueger Group in Cleveland.
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Thea Dudley
30-Year LBM Veteran, sought-after Consultant, and Former VP of Finance. The expert in LBM credit.
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Rich Horwath
CEO of The Strategic Thinking Institute and New York Times bestselling author on strategic thinking.
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Tim Rethlake
40-year Industry veteran, Sales Training Expert and Coach at Consultancy, TRaction Coaching.
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Dr. Ben Bigelow
Leads Construction Management Program at Oklahoma and collaborates with Hartmann on LBM Case Studies.
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Mike Barrett
Owner of Barrett Homes; Developer and Builder of Luxury Homes in Chicago with previous experience at large, national homebuilder.
Ideal Academy Student:
The OSR Academy is designed for anyone who wishes to methodically learn and implement sales fundamentals over a 12-month period. Many of the students are inside sales pros who wish to adequately prepare to become an Outside Sales Rep (OSR) in the future, but current OSRs are in the program, as are general managers who wish to learn and implement the sales fundamentals with their local teams.
What OSR Academy Students Are Saying
“Through the OSR Academy, Bradley has taught us to look more broad on the whole sales aspect to save us time, to communicate better…”
>> T.J. MYRICK
Talbert Building Supply
NICK BALKE >>
Territory Sales Manager at Southwest Moulding & Millwork
“The OSR Academy has taught me to be more efficient with my time, overcome obstacles faster, and deliver more value to my customers.”
MIKE COLUCCI >>
Project Sales at Arnold Lumber Co.
“Thanks to The OSR Academy, I have a more organized approach with potential clients. I have found better ways to communicate with my clients, and I understand the sales process better. I feel I can deliver more value.”
TOM RITCHIE >>
Sales Support at Wm. B. Morse Lumber Co.
“The OSR Academy has been very helpful in providing tools and tips that translate directly into real world selling scenarios. With a very interactive approach Bradley, Courtney and the rest of the OSR Academy team have really helped coach me along this journey to becoming an Outside salesman.”
SUCCESS STORIES FROM FOLKS WE’VE WORKED WITH:
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"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 >> REGIONAL VICE PRESIDENT AT NOVO BUILDING PRODUCTS
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“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 >> VP OF SALES AT SUPERIOR PLASTIC PRODUCTS / KEY-LINK FENCING & RAILING
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“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.
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“I don’t get the impression that a lot of the local salespeople are doing the training that you all are doing, because a lot of the topics that you talked about I just don’t see in the people that are contacting me. I think this is very useful and will help you guys out tremendously doing this training.”
MIKE BARRETT >> OWNER OF BARRETT HOMES (speaking to OSR Academy students)
OSR Academy Investment
The investment in the OSR Academy is $19,495 per student.
Upcoming Dates
Each year's OSR Academy cohort sells out in June. The OSR Academy always begins the Monday after Labor Day.
FAQs
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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.
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Certainly. Cohort One included four current 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.
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September, 2024.
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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.
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Not necessarily. In cohort one, two managers at different companies had multiple students enrolled in the OSR Academy. They reported a weekly time investment of roughly 45 minutes to review the work, progress, and grades of their students.
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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 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).
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Bradley Hartmann will be personally overseeing the day-to-day execution of the program along with his colleague, Courtney Krug, the Customer Success Manager and administrator for the OSR Academy. Courtney 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.
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Yes. The live training sessions regularly feature a builder sharing insights and advice from the other side of the desk.
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Email Courtney Krug directly at Courtney@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.
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The investment in the OSR Academy is $19,495.
Ready to enroll?
If you’re looking to join The OSR Academy, follow these steps to enroll and get started:
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Contact our team here
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Indicate your interest in the OSR Academy
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Schedule a call with our OSR Academy admin team
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Complete enrollment