Ready Mix Sales Coaching

The Problem

Your sellers are winging it every day. It's costing you margin.

Bosses teach "find out how high you are and match it." Customers say price is everything. Peers say the low bid always wins. Your sellers believe all of it. That's not a sales problem, that's a mindset problem. And every bad response costs real margin.

"You're too high." The opener that kills deals before they start

Your rep hears this and immediately starts calculating how much they can give back. Before the customer even asks. That habit is the problem.

The Quote-and-Hope. Send it and pray

Meanwhile someone else stayed in the conversation, built a relationship, and earned last look. Your rep sent a number and waited. They're still waiting.

"Just lower your price." Your own manager is your biggest obstacle

When the person above you coaches "lowest price wins," you're fighting the culture before you even fight the customer. Stevenson knows this fight.

The 10-year relationship. They've used the same vendor since your rep was in high school

Loyalty that deep doesn't break on price. It breaks on a better relationship. But your rep doesn't know how to start that conversation.

Real Situations. Real Coaching.

What sellers actually use this for

These aren't manufactured examples. They're the questions Stevenson has been asked in real coaching sessions for 15 years.

"You're too high." What do you say?

Not a script. An approach. How to respond without panicking, without caving, and without torching the relationship.

"I'm getting three bids." How do you hold your position?

Everyone gets three bids. The rep who wins isn't the one with the lowest number. It's the one who made last look matter.

"Just match their price." How do you push back on your own manager?

Internal pressure is real. Stevenson coaches both directions: what to say to the customer and what to say up the chain.

"I sent the follow-up. Nothing." What's the next move?

Silence doesn't mean no. But the wrong next move can turn a maybe into a never. Get coached on the exact next step.

"They've used my competitor for 10 years." How do you crack that?

Long-term loyalty breaks on trust, not on price. But you have to know how to start the conversation that earns a shot.

A big call in 20 minutes. What do I say?

Parking lot coaching. The exact moment Stevenson designed this for. Ask now, walk in prepared.

The Cost of NOT Having This

Every bad response costs margin. This fixes it in real time.

Every unsure rep defaults to price

When sellers don't know what to say, they do what's easiest: cut the number. Without coaching, that default never changes.

Every missed follow-up loses a job

The competitor who stayed in the conversation won the work. Your rep who waited lost it. The difference was knowing what to do next.

Every bad response trains the customer

When a seller caves to price pressure once, the customer learns to apply it every time. You're training them how to negotiate against you.

Every reactive session costs coaching momentum

Monthly coaching resets the clock. Between sessions, bad habits return. Real change requires reinforcement, not reminders.

What This Is

Built different. On purpose.

This is NOT

Generic sales advice from someone who's never sold concrete
A sales training course your reps forget by Thursday
Scripted responses and canned objection handlers
Another tool your reps sign in to once and abandon

This IS

Built from 1,400+ real ready-mix coaching sessions
Real answers for the real situations your sellers face
Coaching you can use immediately, before you pick up the phone
Stevenson's voice, methodology, and 15 years of frameworks

About the Coach

Stevenson Brooks

Founder, ASP Results · Gig Harbor, WA

For over 15 years, Stevenson has coached hundreds of Ready Mix and heavy materials sales reps (from two-truck outfits to billion-dollar suppliers), teaching them how to stop hiding behind price and start winning on value.

Most sellers are stuck in quote-and-hope mode. Stevenson's mission is to break that cycle: un-training the bad habits that kill margin and replacing them with skills that build loyal, profitable customer relationships.

Earn last look on every competitive bid
Ask better questions than any rep in the market
Hold margin and negotiate like a pro
Build trust that converts to volume and referrals
Become the rep every contractor calls first

Ask the Coach a Question →

The Solution

Stevenson in your sellers' pockets. Every day, not once a month.

Every answer is grounded in 1,400+ real coaching sessions with people who sell concrete. Not generic advice. Not a scripted answer. Actual coaching, in Stevenson's voice and methodology.

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Open whenever you need it

Before the call. After the rejection. On a Saturday morning when something clicks. The coach is there exactly when it's needed. Not just on session day.

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Probes before it answers

Just like Stevenson, the coach never answers immediately. It asks questions first. The real problem is almost never the stated problem.

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Ready Mix specific

No generic sales tips. Every coaching moment is grounded in the real situations Ready Mix sellers face (mix designs, dispatchers, win-backs, price objections).

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Watch how Stevenson says it

Tone is 93% of communication. Stevenson points you to a video clip showing exactly how to deliver a line. Not just what to say. How to say it.

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Tracks your transformation

Every seller is on a journey from order-taker to consultative partner. The coach knows where you are and coaches toward where you need to be.

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Antitrust safe, always

Built specifically for the Ready Mix industry. No price intelligence, no competitive data, no compliance risk. Ever.

Manager Multiplier

You can't be on every call. This can.

Your reps need coaching in the moment, not in the next scheduled session. This runs parallel to your leadership: reinforcing the right behaviors every day, without adding to your plate.

📅 No scheduling. Coaching on demand when the moment requires it. Not when the calendar allows it.
🎯 Consistent coaching across the whole team. Not just the reps who ask questions in sessions.
💰 Margin protected in real time. Your reps walk into tough conversations prepared, not guessing.

How It Works

It works like a real coaching session. Because it is one.

Tell the coach what's going on

No forms or menus. Just type what you're dealing with. A tough account, a price objection, a call in 10 minutes.

The coach asks questions first

The real problem is almost never the stated problem. Stevenson's approach: probe before prescribing.

Get coached. Not lectured.

A story, a framework, a reframe. Built from real sessions with real Ready Mix sellers in real situations like yours.

Walk out with a next step

Every session ends with something concrete. A phrase to try, a question to ask, a mindset to carry into the meeting.

Mentoring Through Role-Play

Stump Stevenson. Where coaching becomes real.

Most coaches tell you what to do. Stevenson shows you. In Stump Stevenson, you play the difficult customer. Angry, demanding, price-obsessed. Stevenson handles the call. You watch what he does, how he does it, and why it works. Then you try it on your next real call.

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You are the irate customer.

Stevenson plays the rep. Six scenarios ripped from real Ready Mix selling situations. A price hammer, a competitor story, an escalating threat to switch.

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Watch the techniques in real time.

Stevenson uses Going to Extremes, the Pull-back, the Last Look ask right in front of you, on a live call. No script. No lecture.

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The debrief is where it clicks.

After every scenario, Stevenson breaks down exactly what he did and why. The coaching happens in the replay, not the classroom.

Try Stump Stevenson →

Win more work without dropping your price.