Sales is not about pressure. It is about people. In this Grit Blueprint Podcast conversation, recorded on the floor of the Do it Best True Value Spring Market in Denver, I sit down with Sarah Krey of Do it Best Corp to talk about the human side of winning in the hardware industry. With 25 years in home improvement and a shelf full of honors, Sarah brings a rare mix of competitiveness and warmth that makes people want to work with her.

We start with building trust with customers, and Sarah’s simple rule: never lie, and never bash your competitors, because every time you say a competitor’s name you are advertising them. From there we get tactical on building relationships in sales, thriving in high-pressure market seasons through planning, and why she credits her college basketball years for teaching her to know her role and show up every day.

If you have ever wanted to know how to handle rejection in sales, Sarah’s mindset will stick with you: a “no” is rarely permanent, so you follow up, stay connected, and keep helping. We also spotlight women in the hardware industry, mentorship across generations, and her boss’s advice to “make yourself big” without ever bragging.

Along the way you will collect sales career advice you can use tomorrow: take initiative, stay curious about AI and new products, and be gracious with yourself when you make a mistake. Whether you grow with the Do it Best co-op or run your own shop, this episode will help you stop being the best-kept secret.

What you'll take away today:

Building relationships in sales starts with honesty and heart, not pressure. Sarah has never lied to a customer, and that trust is exactly why people want to work with her year after year.

How to handle rejection in sales gets easier when you treat every “no” as a “not now.” Follow up, stay connected, and keep leading with “how can I help you?” instead of a pitch.

Building trust with customers means staying in your own lane and never bashing competitors, because every time you say their name, you are giving them free advertising.

Women in the hardware industry are rising fast, and mentorship is the multiplier. Sarah refuses to shrink her personality, and shows how to “make yourself big” without ever bragging.

Sales career advice that lasts: take initiative, stay curious about new products and AI, and be gracious with yourself, because almost every business decision is reversible.

Build Authority. Gain Visibility. Drive Growth.

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Grit Blueprint helps building industry companies and leaders build authority, increase visibility, earn trust, and turn that trust into revenue.

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🚀 About Stefanie Couch

Stefanie Couch is the founder of Grit Blueprint and a third-generation building industry professional.

Grit Blueprint helps manufacturers, distributors, dealers, service providers, and industry leaders build authority, grow visibility, and become unmistakable in their market.

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