AI is clever, there’s no doubt about it. And yes, software is scalable, but it still can’t unclog a drain, patch a roof, or pour concrete. Meanwhile, the people who can are running busy companies with great buying power. If you’re a sales rep with an instinct for timing, you should be all over this, because these are buyers with a backlog and a business to run. No “looping back.” No “Q4 alignment.” Just purchase orders and actual decisions. With the U.S. manufacturing sector staring down a 2.1 million-worker shortfall by 2030, demand is surging, urgency is real, and the workers holding the pipe wrenches are finally holding some very serious economic power.
Gen Z is Skipping Degrees—And Your Commissions Shouldn’t Skip Them
College is expensive—$200K and no guaranteed job expensive; and, it turns out, Gen Z are not buying it. Literally. Instead, they’re buying toolboxes, apprenticeships, and steel-toe boots. They’re getting to work faster, avoiding debt, and landing jobs that start at $20–$25 an hour—without ever sitting through a single marketing class. Welding, electrical work, landscaping, HVAC—these aren’t backup plans anymore, but the front-line careers with real financial upside and job security. Not surprisingly, handyman demand is forecasted to rise 8% through 2030, and for sales reps, that spells out one thing loud and clear: opportunity knocking (and needing a wrench). Your future customers are showing up with skills instead of diplomas—and they’re busy building businesses, bidding contracts, and budgeting for gear. If you’re not targeting them now, you’ll be chasing your competitors later. The shift is happening fast, and reps who understand what this generation values—efficiency, hands-on tools, no fluff—are the ones who’ll win their trust and their business.
Why These Buyers Actually Buy—and Don’t Waste Your Time
Skilled trade buyers have to deal with broken boilers, cracked concrete, and job sites that don’t care about your follow-up cadence. That means they need real tools, reliable tech, and straightforward service—right now. They care about value, durability, and support. And…they actually buy. These buyers don’t waste time on buzzwords or bloated demos, because if your product saves them time, earns them money, or helps them do their job better, you’re in. Sales reps who learn this buyer’s language—and their pain points—will find themselves not just meeting quota, but building long-term, loyal accounts. No gimmicks. Just gritty, honest commerce.
The Trades Are Modernizing—and They Need Sales Reps Who Get It
Let go of the tired image of tradespeople just swinging hammers. These buyers are running companies. They’re using project management software, upgrading their CRM tools, managing fleets, tracking KPIs, and watching their margins like CFOs. The trade world is teching up fast, and sales reps who can bridge the gap between the field and the future are in high demand. These pros don’t have time for jargon, but they’ll pay good money for real solutions. That new inventory system you’re pushing? That fleet tracker? That job management tool? It could be exactly what they need—but only if you know how to speak their language. Reps who respect their work, understand their day-to-day, and offer useful tools will win the deal.
If you’re a sales rep and you’re not paying attention to the skilled trades, you’re leaving money on the table. These buyers are active, underserved, and loyal to vendors who show up, understand their world, and help them win. Forget cold pitches to bored executives who haven’t picked up the phone in months. The trades are real, growing, and grounded. And sales reps who lean in—who adapt, listen, and offer real value—will build something that lasts.
Catarina Seigel
• former journalist specializing in research and analysis