The development of the construction business, the use of the latest technologies, the improvement of construction methods and, at the same time, the emergence of a new generation of builders with modern communication approaches necessitate the improvement of the sales strategy. The direction of the building materials market has a number of features in terms of "direct" sales, which encourages the creation of a unique strategy for production and construction organizations. A prerequisite for the creation of a successful strategy is to improve the personal qualities of the manager, both in terms of professional expertise in the products and services of the enterprise, and in successful interpersonal communication and interaction with potential customers of the company, knowledge and practical skills in the application of sales technology, etc. The authors consider the impact of different channels on the number of sales of the organization and proposed the main tasks for the formation of a strategy of "direct" sales. Special attention was paid to the most effective sources of information about construction projects of various types, which, in turn, allowed to constantly monitor the sequence of work, obtain the necessary documentation of the developer, identify the design features of the building, learn about the construction technologies used at the facility. This approach makes it possible to minimize the time spent on the initial stage of sales – search, collection and structuring of information about potential customers. The analysis of the obtained data of the used strategy, taking into account all these components, was carried out, which allowed, firstly, to work out the entire territory and not to lose the opportunity to "contact" with each potential client, and secondly, to be fully prepared for a meeting with the customer, which will become a solid foundation of sales technology. Based on the data obtained, the effectiveness of the considered strategy and the sales department as a whole is shown. As a result, the most effective algorithm for sales of materials in the construction market is proposed.