Welcome
Practical Consulting for Lumber Dealers and Hardware Stores
Bringing an uncommon perspective across distribution, construction, and technology to improve performance and drive growth.
A broader perspective
My History
My experience spans multiple sides of the industry—distribution, operations, homebuilding, and technology.
That perspective allows me to see how the pieces connect—and where performance gaps and missed opportunities tend to show up.
- Former VP of Sales & Marketing for a $1.2B building materials company
- Led operations as Market VP in a major U.S. market
- President of a home building company—responsible for results, not recommendations
- 20+ years selling and implementing technology solutions for lumber dealers and hardware retailers
- Advised builders and suppliers on growth, sales strategy, and operational performance
- Deep experience with CRM, retail strategy, and now AI-driven analytics
- Strong understanding of builder buying groups, purchasing behavior, and channel dynamics
- Certified Aging in Place Specialist (CAPS), with a focus on practical, real-world application
- Developed the “Homes of Intention” framework—integrating design, technology, and life-stage planning
- Author of The Resilient Life Guide: Aging Smarter, Living Stronger, translating real-world experience into practical frameworks
The goal is simple: understand the business from multiple angles—and turn that into better decisions.
My take on this market right now
This Isn’t a Typical Market Cycle
I’ve been spending time stepping back and really looking at what’s happening across the lumber, building materials, and hardware space. Not just the data—but how it’s actually playing out on the ground. A few things are becoming clearer to me that I don’t think are being talked about enough:
- The competitive landscape is becoming more complex—across channels, products, and customer expectations
- Consolidation and big box expansion into pro are changing how and where competition shows up
- The market isn’t down—it’s rewiring. The question isn’t when it comes back, it’s what it’s becoming.
- Independents aren’t losing on price—they’re losing on ease of doing business.
- The definition of the “Pro customer” is shifting beyond builders to remodelers and specialists.
- Commodity selling is losing ground as margins tighten and pricing becomes transparent.
- The growth opportunity is expanding beyond new construction—into improving and adapting the homes people already live in
- Dealers are sitting on an underutilized advantage: local trust, relationships, and the ability to advise.
- The gap between leaders and laggards is widening—driven by those who invest versus those who hesitate.
- Playing defense in this market doesn’t protect share—it quietly gives it away.
Where we help
Our Focus
Customer Strategy
Improve how you analyze and prioritize customers and prospects to align effort with higher-margin opportunities
Sales Effectiveness
Build a sales team that hunts, negotiates, and wins in a competitive market
Margin Strategy
Reevaluate where margin is earned—and innovate how you create more of it
Retail Performance
Take a step back and rethink retail—re-engaging specialized products and advisory services to drive growth
Demand Creation
Make sure customers think of you first—not after they’ve already shopped your competitors
New Growth Opportunities
Uncover new ways to grow—services, solutions, and markets most competitors aren’t pursuing
This is the time for honest self-examination—not holding on to how the business used to work.
How we work together
Our Process
In-Depth Business Discovery
Develop a clear, detailed understanding of how your business operates—plans, initiatives, financial performance, customers, sales approach, market dynamics, competition, and product mix
Identify Where You're Winning—and Where You're Not
Using tools like Relative Market Share and real-world observation, we pinpoint gaps across product categories, customer types, and competitive positioning
Define the Opportunity
We focus on practical, high-impact opportunities—margin expansion, new revenue streams, and improved sales effectiveness
Execute with You (If It Makes Sense)
If there’s a fit, we work alongside your team to implement—driving results where it matters