Episode 3: More Than Metal - The Present (Part 2)

In this week’s episode of Metal Life, Chad sits down with Danielle Jordan, Director of Sales, and Austen Evers, National Division General Manager, for two insightful conversations about where Best Buy Metals is today.

They discuss leadership, company growth, changes within the industry, and the opportunities that lie ahead as BBM continues to expand and serve customers across the country. Listen for more!

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Transcript

SPEAKER_01 0:01

Hey, welcome back to Metal Life and our series More Than Metal. In the first episode, we talked about where the company started, the early years, the challenges, and the foundation that was built through hard work and sacrifice. But today, we shift our focus to the present. So who are we now? What does the company actually stand for? And what kind of culture are we trying to create moving forward? Because businesses do evolve. Teams evolve. Leadership evolves. And if we're not intentional, it becomes easy to focus only on growth, production, and performance while losing sight of the really the people who make it all possible. So at Betsby Metals, we believe our purpose has to go beyond products. That's why our POV is more than a marketing statement, which is this designed to inspire, made to protect, and driven to serve. In this episode, we're going to talk about the culture, leadership, challenges, and opportunities shaping who we are right now in the present moment. And what it means to build a company that's truly about more than middle. So let's jump into the conversation. Today we're talking about the present and where the company's at. Today, obviously, we're not going to dive very deep and get real deep into product, but we are going to talk a little product, a little bit of culture, and some of the challenges and changes along the way to get us where we're at today. And I'm so glad that you've joined us in a conversation with Austin. He is the first of two individuals that I will be having a discussion with today. Austin, so glad to have you.

SPEAKER_00 2:02

I'm glad to be here. Thanks for having me on.

SPEAKER_01 2:03

So beyond your first name, tell us who you are and what you do.

SPEAKER_00 2:06

Yep. So I'm Austin Evers. I'm the general manager for the National Sales Division of Best Buy Metals.

SPEAKER_01 2:12

Great. And how long have you been with the company?

SPEAKER_00 2:14

Going on nine years now.

SPEAKER_01 2:16

Nine years. So about a third, over a third, of going on 25 years. Yeah. Absolutely. I think I did that math right. Almost. Almost. It's around that.

unknown 2:28

Yeah.

SPEAKER_01 2:29

Like public math. Yeah, that's right. So national division, what what is that?

SPEAKER_00 2:33

Yeah. So kind of the way that Best Buy Metals is set up, um, as you know, is pretty unique. We have our physical brick and mortar locations that service those communities in their area. And the national division has an opportunity to reach out broader than that. So essentially anything outside of our local territories, that my division, we service that.

SPEAKER_01 2:53

Okay, so nationwide. Nationwide, the whole country. Nationwide. All right. So talk to us a little bit about the evolution of uh the national division, kind of where it began and where it's at today.

SPEAKER_00 3:04

Yeah, so I'm probably not the best uh to talk about the very origin of it, but I know from nine years ago where I started to where it is now, we've seen a lot of really big changes. Um, some of those is just how efficient we've gotten, um, how we've grown in number and products that we offer, uh, gotten a little bit more specialized in some areas. So we've definitely seen uh a transition from kind of early days national division uh to where we are today.

SPEAKER_01 3:30

Okay. So let's talk about what we offer through our national division. Obviously, that has changed over the over the years. So, what do we offer today through our national division?

SPEAKER_00 3:40

So the national division offers everything that Best Buy Metals offers as far as what we manufacture. So, as you know, we manufacture through fastened panels, standing seam, uh board and batten, lap siding, plank siding, all kinds of products in-house, pole barns. And then we even go outside of that. And we also offer uh decorative products, what we would consider to be decorative. So products that look like asphalt shingles or wood shake, stone slate, uh concrete or clay tile, uh, more of your decorative high-end systems, uh, Best Buy Metals uh offers those as well through our national division.

SPEAKER_01 4:14

Okay. Those products specifically we don't manufacture, right?

SPEAKER_00 4:19

Correct.

SPEAKER_01 4:19

But we do uh but you do sell products that we do manufacture.

SPEAKER_00 4:23

We do sell what we manufacture. Probably the one caveat would be our uh our product called Style, Spanish Tile. So it's a metal tile that we actually do manufacture in-house, uh, but we also carry very uh various other products and lines uh that we don't manufacture.

SPEAKER_01 4:38

Okay. All right, great. Um, so uh the products that we do manufacture, obviously they're manufactured here or another facility, depending on where the shipping uh where the address is, where the product's going to. So it's manufactured from a local facility and transferred or shipped at that point in time.

SPEAKER_00 4:58

Correct.

SPEAKER_01 4:58

Absolutely.

SPEAKER_00 4:58

Okay, yeah. So typically it's it's one of the hurdles that our our sales guys, our reps, uh have to kind of navigate is we'll look and see uh where that customer is or where the end project is gonna be and just to see what makes the most sense. You know, we don't want anybody to have to pay uh any additional shipping fees or transfer fees, things like that if we don't have to. So we try to make sure that we minimize that to the best of our ability. So we try to use uh whatever facility makes sense uh to save the customer a buck where we can.

SPEAKER_01 5:26

Okay, good, good, good. So what's kind of the the current focus of National like we've talked about how it's evolved over the years in terms of just uh processes and product and all those things, right? We're always evolving. Kind of what's the focus of National today?

SPEAKER_00 5:42

Yeah, so I'd say uh one area of focus for for National is our customers. It's been that way since day one, and it's that way still today. Without our customers, we really don't have anything. And so everything that we do is really through that lens. All the resources that we come up with, all the products that we introduce, everything that we do, the speed and the efficiency that we try to address, you know, questions with, everything is geared towards our customers. We want them to have the very best experience that they possibly can.

SPEAKER_01 6:11

That's good. I know um just even more on the local side, um, you know, uh in terms of the product knowledge that has to be there to properly serve our customers. But even the national division, not only do you have to know the local product that we produce, you have to hold you have to know products uh backwards and forwards, products that even our local stores don't even have to. So I know the training, just even for a new employee, it takes a while, right? As far as to to be able to serve our clients well and be able to speak from that. And I know you guys do that very, very well uh in training and just collaboration as a team. Um so how there's a lot of things that have changed, right? And how you buy a car, like how you shop for a house, uh, you know, knowledge is at the fingertips of the user. Um, and so it's not limited in those vertical spaces. So, particularly in our vertical space, how has changed shaped the way we do business today?

SPEAKER_00 7:08

Absolutely. So, really what we have seen, um, especially on the national side, is because we have such a large online presence, we get a lot of homeowners and DIYers. Like you were talking about, you can buy a car online, you can look for homes online. And so we see a lot of that, even in the metal roofing space. You maybe wouldn't think that, but we see a lot of people that it may be a weekend and they're on their couch at home, kind of scrolling and you know, what would this look like? And like I said, resources, you know, uh product visualizers and stuff that allowed us to kind of evolve with the times and give people um that experience where you don't have to walk into a brick and mortar location if you don't want to. We have that available if you want it. But if not, you can sit at home on your couch and and see all of our product offerings and and what we can do for you.

SPEAKER_01 7:55

So, what's something happening in our industry right now that's exciting from your perspective?

SPEAKER_00 8:00

I would say just the adoption of metal roofing as a whole. You know, for years and years, we've seen uh predominantly uh, you know, asphalt shingles is probably the most predominant product out on the market. And we've seen a lot of people come around to the benefits of metal roofing, realize that it is approachable, that it's not crazy expensive, and that a lot of times, you know, depending on the circumstance, you can get a lot of the same benefits and even more benefits for the same or less cost. And so seeing that evolution where people are coming around to that more, and then especially on the national side, seeing more people begin to adopt some of the specialty products. You know, we deal with a lot of um HOAs and they may have requirements. They may have, you know, certain things that they're trying to meet for that neighborhood or that area, certain looks or presentations that they want to have. And knowing that I don't have to do that maybe, you know, with an asphalt shingle, I can have a metal product that may last two or three times as long and uh and still meet those requirements, we see a lot of that right now.

SPEAKER_01 9:01

Yeah. I know that there are restrictions uh a lot of times associated with HOAs. Uh, and although that is changing because of education and evolution of the product and options and style and all of that stuff. Do you find that the metal version of the asphalt uh shingle has opened up a door into HOAs that normally that wouldn't? Is the metal shingle version of that opening up possibilities?

SPEAKER_00 9:28

Yeah, I would definitely say it is. And and not just metal shingles alone. We see it a lot in in something, you know, certain regions, say Florida, Texas, you know, different regions like that, California, that maybe they predominantly have clay or concrete tiles. So we even have options of, you know, metal options that look like those systems. And we see a lot of that as well. And usually the way that the conversations um have kind of panned out in the past that I've seen is, you know, we'll have someone reach out, have these restrictions that they're trying to work within those parameters. They'll ask us for a sample of the product. And once they actually see it and get their hands on it and they can envision that on a home, you know, on a project, normally we'll start to see people come around to that.

SPEAKER_01 10:09

Yeah, yeah. So because we ship nationwide, um, we ship in um areas that are coastal, right? Talk to me a little bit about coastal areas and some changes that we're seeing uh that actually mandates metal.

SPEAKER_00 10:25

Yeah. So um, especially in areas that are very prone to some stronger uh storm systems, hurricanes, even uh areas in the Midwest, tornadoes, um, some of those areas that have just crazy storms. You see them on the news, you'll see the aftermath and the damage that comes from that. There's um, you know, regulations and communities that are having conversations saying we don't want this to happen the same way next time. And so we want to be more prepared. And so we do see people um in communities that are actually uh becoming more strict on their requirements. And even in Florida, uh, you know, years past, we would kind of see Florida building code approvals, and then maybe in areas like Miami-Dade, they would have more strict, you know, approvals for certain regions. We're starting to see that spread even more so across the entire state.

SPEAKER_01 11:12

Yeah. So I'm an Oakie. I'm from Oklahoma originally, and you're from just north of that. Right. Um, you know, and so we we're we're very familiar with Tornado Alley. And um, you know, I I I believe um um that my family has experienced, both my brother-in-law and my father, multiple roofs within just a few years. And in fact, I believe is my brother-in-law had three roofs within three years. Wow. And I think insurance companies are are just now saying, you know, kind of to your point, is like, hey, like, why are we doing this, right? You know, if they're losing an arm and leg, there's a better way, right? So uh metal is definitely gre gaining ground as people get more educated on the on the product. Um so let's uh let me ask you a few questions here. Uh we'll call this kind of a lightning round, right? Okay. Um, so what what word best describes Best Buy Metals today?

SPEAKER_00 12:03

Customer driven. I know that's two words.

SPEAKER_01 12:06

With a hyphen, though. Yeah, with a hyphen. Yeah. So it's it's we'll make it count. Yeah, yeah. Why why do you say that?

SPEAKER_00 12:11

Uh I'd say because really from the start to finish of everything that we do at Best Buy Metals, whether that's making product, whether that's designing resources, whether that's, you know, just figuring out how we can best serve the communities that we're in, everything starts with the customer. Yeah. If without the customer, we're not here today. That's right. And so everything that we do, in the in the back of our mind, we want to know and understand how that's going to affect our customers and that they're going to be better for it.

SPEAKER_01 12:38

That's great. That's great. What's something people would be surprised to learn about what we do?

SPEAKER_00 12:44

I'd say that uh the vast uh amount of products that we offer.

SPEAKER_01 12:48

Yeah. Yeah. Most people have no clue. They think of metal, they're thinking like grandparents, you know, shed and things like that. But uh, we'll dive more into that uh in the future. But uh a vast number of products and not only today, but things in the works that we're about to to unveil. Um what's one habit that makes someone successful on your team?

SPEAKER_00 13:10

On my team. I would say uh how driven they are. You know, we come into work every day and we can see a difference in employees that really want to make a difference in the industry, make a difference for their customers, uh, those that are willing to go the extra mile sometimes. And I think that really makes a big difference how driven they are.

SPEAKER_01 13:30

Awesome. Last question. Finish this sentence. At best buy metals, we're at our best when we work together. Oh, that's good. That's good. You know, I that's something that I highly value. Uh, and I really enjoy working with you, Austin, um, because we're always we're not like we say, we're we're not just selling metal roofing. We're we're adding products and we're we're figuring out how do we educate our customers and serve our customers better. And so that's something that I appreciate that we do together as well, strategically in the national division, to figure out hey, how can we better serve our customers? Hey guys, would you love to see our products on your home? Well, visit our website, bestbuymetals.com or bestbuymetalroof.com, and go to the visualizer where you can select a style, product, or color and apply it to the home or product of your choice. Again, visit us at bestbuymetals.com or bestbuymetalroof.com. Now let's jump back into the conversation as we continue our second interview in today's podcast. I have the pleasure of sitting down here with Danielle, and let me just say this she will be a frequent guest on Metal Life, and this is the first of many. So welcome, Danielle.

SPEAKER_02 14:45

Glad to be here.

SPEAKER_01 14:45

Yeah, so beyond your first name, who are you, and what do you do?

SPEAKER_02 14:49

Um, I'm Danielle Jordan, and I'm the director of sales.

SPEAKER_01 14:53

Director of sales. So, and you've been here how long?

SPEAKER_02 14:56

It will be 18 years this August.

SPEAKER_01 14:59

No way.

SPEAKER_02 14:59

Not that I'm counting down, but 18 years.

SPEAKER_01 15:02

So I did the math with Austin. I it was he's been here basically a third. You've been here like two thirds. Yeah. Yeah. Okay. So director of sales, what does director of sales do?

SPEAKER_02 15:16

That's a that's a complicated uh, you know, question. When I had done a previous interview, you know, I told him it was basically just I feel like it's a chaos coordinator, right? Because you're you're you've got your hand in almost everything, because while you know, I am sales, but you you know, you're dealing with customers and product and and sales reps and managers, and so I do a little bit of everything, but primarily try to stay in my lane as sales focused, which is sales lane, but you and I both know you do a lot of things.

SPEAKER_01 15:47

That's right. So you've been here for a long time, coming up on 25 years uh as a company, and uh as you mentioned, 18 years of those you've been here, you still you've seen a lot of changes. So how would you describe Best Buy Metals today?

SPEAKER_02 16:02

I've seen it transform quite a bit, you know. So when you're when you're that small business, everybody's in the mix, right? And so, you know, you feel like everybody knows everything, everybody's contributing to everything, and then you know, what we've evolved to is instead of that small business, we're a regional presence, right? And so you have a lot of moving parts, and it takes a lot of communication and leadership and structure to make all of that work. And so when when I try to reflect on, you know, our beginnings, you know, that's a humbling thing to think of, you know, we used to have sales reps, you know, running and and also loading trucks and unloading trucks and and doing all of that to where now we have this uh structure where we're able to serve our customers in a greater capacity and everybody has a role to play. Uh that's the biggest thing I think about.

SPEAKER_01 16:50

Yeah. Great, great, uh, great answer. So we have obviously we started off with one location. So let's talk about how many locations and what Best Buy Metals looks like today.

SPEAKER_02 17:00

So we have technically eight eight locations. We have your your seven uh regional locations, and then we do have a national division that basically covers not only United States, I mean they ship to Canada, Mexico, the Caribbean, really anywhere um we're willing we're willing to ship to.

SPEAKER_01 17:17

Yep, yep. So based here in Cleveland, Tennessee, and then we've got Dalton, Georgia, uh Chattanooga, Knoxville, Asheville. Not Nashville, Asheville, um, Charlotte, and Greer, which is right around uh just outside of Greenville. And um we have been um so we've added multiple locations, um, but right now we're almost focused on rather than adding locations, we're adding size, right? So we've had had to pivot in a couple of locations just because we've expanded and we need more room, more space in terms of parking and production and uh and all those things, but hopefully other locations to come as well. Um so let's talk about the market coverage. So, what is the coverage per brick and mortar?

SPEAKER_02 18:07

So we we try to keep it to where we can service that area the best. And so while you know, we do have people that come you know outside of that, we we try to say two and a half hour window. That's the the best service area that we feel like we can provide the the the best service and as as quick as possible. Anything outside of that two and a half hour window around each store national steps in. And so they may still utilize those locations um or maybe a partner, but yeah, um, that's that's typically the footprint we try to stick to.

SPEAKER_01 18:38

Okay. What would surprise others when learning about our products? So talking to Austin a little bit um a few minutes ago about most people think of metal roofing as metal roofing or metal products as metal roofing. Um, but a lot has changed, right? So what would surprise others to learn about what we offer today?

SPEAKER_02 19:00

Well, I think, you know, uh not just being a roofing company, right? We started as metal roofing and then we've quickly evolved to be able to be uh just kind of a one-stop shop. You know, when we first started out, we were just kind of that roofing and maybe some guttering. Now we've got your whole line of siding, we've got soffit, um, you know, moving into your agricultural buildings with pole barns. We've really expanded what we could offer the customers to where when we partner with a contractor or a wholesaler, they're able to get most everything they need without having to shop at multiple locations.

SPEAKER_01 19:33

Yeah. Yeah. And not only product, but styles. Like even here behind us, we have um our craftsman plank, which is a popular style, uh, which can actually apply to more of a traditional traditional look, but as well as a modern look. And we've got wood grain, multiple wood grain prints with an embossment. So it's not just a flat surface, it actually kind of feels, which actually strengthens the metal as well, right? So when talking to Austin, we talked about how things have changed. Uh, education uh for uh customers, whether they're buying a car or a house, just so much information is available these days. Um, and so uh when we talked about this space as well in terms of metal products, how would you say the customers' needs have changed over the past 10 to 18 years that you've been here?

SPEAKER_02 20:24

Yeah, I think, you know, looking at where we started and the type of just installations and customer base, you know, that's involved because, you know, I know when we would talk to people, they would view metal roofing as almost an agricultural looking product. But now you can go in any subdivision and see um metal roofing on the entire um, you know, house. And you have the craftsman style houses, you know, for example, that aren't that agricultural cultural look. Um, but we have, you know, all these different colors and styles, like you mentioned, the plank and craftsman. And so we're able to do a different style of home. And we're not just limited to, you know, a country setting or, you know, like I said, agricultural. And so I've seen that shift, especially in the last five years. People are really starting to lean into metal and realizing, hey, it's just not like your your grandfather's type roof. You hear that a lot. Yeah. Um, but we're able to do some really stylish options that even in subdivisions or, you know, HOAs, you know, time sometimes push back on metal. And we're able to navigate that because we're able to show them, hey, we've got some really classy style things here that, you know, would be um a good option for for the people moving into your division.

SPEAKER_01 21:33

Yeah, good. So let's talk for a moment about our offerings as a company that are not product driven, that are more focused on um customers and builders. And so there's a number of things that we seek to do to partner with uh and to educate contractors. Can you talk to us a little bit about that?

SPEAKER_02 21:52

Yeah, for sure. So huge on the education side of things is because we're not just selling the product and then saying, you know, go with it and and and do what you want with it. We want to make sure that we're educating them on the right way to do things and then empowering them, you know, with that education. So contractor training events are huge for us. We put a lot of effort and time to make sure that's available, whether that's a large scale event or a lot of times we'll just come and do a one-on-one with your crew. And so, you know, that's um teaching them the installation side of it and then really trying to teach um how to sell the product, right? So because a lot of these people are offering um multi-different types of roofing. And if they lack in um the metal roofing education side of it, they they won't be successful. So we put a lot of emphasis on that because it is important um because sometimes education isn't there and they just assume you know hey it it you know it'll hit lightning or or you won't get cell service. You know, you get a lot of those type of questions and really just being able to educate people that hey that's not that's not really a thing. This is how things have evolved um over time. And once they have that information in front of them, they're able to sell the product and homeowners are happy and so we put a lot of emphasis on that for sure.

SPEAKER_01 23:10

Yeah and and we do these even regional um like region specific. So not just only here uh out of our corporate but we'll do that in at each location um because we want to empower and educate contractors in each each location. So if you're a contractor uh looking to kind of step up your game or add middle to your products we'd love to invite you out reach out to us uh you'll get free merch free food it's a lot of fun all right so let's turn the corner a little bit uh one of the desires for um metal life is not just to focus on Best Buy Metals or product we have a number of uh individuals listening who are entrepreneurs uh up-and-coming business owners current business owners uh and so let's talk a little bit about things that can translate uh to other people so um so in terms of leadership how do you create consistency across multiple teams while still allowing people to lead with their own personalities so having the structure right we got to build the structure around these are the things that we know we have success in and what that does is when they have that foundation and they have the structure, then they feel empowered right so there's no guessing on um how we take care of customers or the customer experience or or a manufacturing side.

SPEAKER_02 24:30

So having that foundation and then trusting your leaders um to do what they see in their market and in their stores um that that's crucial because how I may see an incident or a situation uh in our corporate office in Tennessee may be different than what they may be seeing in Charlotte, right? Vastly different market. So having that foundation, having that structure, but then um you know knowing that those leaders those boots on the ground are in the thick of it and they know um what their customers are are saying and seeing and empowering them. And sometimes it's hard to to to kind of let leaders kind of have a a creativity with thing but it works. It works for us.

SPEAKER_01 25:13

We see it work and we're having a lot of success trusting our leaders yeah um essential versus non-essential right there's always the the or our language specifically is critical non-critical right there's there's always those areas that are very critical and we got to nail we got to get right but those non-criticals give space for people to kind of make their own decisions you know and sometimes a dis a different decision isn't a wrong decision. It's just a different way a different angle different perspective.

SPEAKER_02 25:39

What lesson from leading people has surprised you the most yeah there's there's there's been a lot of learning and I think that's what leader leadership is right we're always ever learning um learning our employees learning um uh better ways to do things looking at our our culture and trying to say how do we how do we continue to grow right the company's growing rapidly and having to navigate that but I think probably the biggest thing for me is what may work for one manager and the way I approach them and the way we speak could be completely different with the manager down the road. And so for me it's just not a cookie cutter thing is I really have to build the relationships with the people that I'm investing in and I'm serving because they're so unique. You look at any manager or any leader in the company they all have different skill sets they all have different personalities they all have different backgrounds. Some are from the north some are from the south you know and you're you're navigating some of that and and really knowing your people first you really cannot lead without having a firm foundation on who you're actually leading and then being able to pivot and navigate those relationships. So for me personally and it may be different for different leaders it's um heavy on the relationship side that's good. So what's one thing you wish every business understood about people are people are uh complicated and and usually what I encourage and I really try to um discipline myself in this is for one people are just people right and um the biggest thing is if you put yourself in other people's shoes it's so easy to understand people because we're people and and we know that we we view things differently we have different opinions but in in reality we're all have a lot of the same goals and same wants and desires and so when you can, you know, if you're looking at a customer if you're you're serving that customer in a way and you put yourself in their shoes you really tend to to serve them well right because you put a human element to it. It's not a transaction it's not just a number it's not just a sale it's it's a homeowner it's a person they have a family a lot of times it's a huge investment and so they're excited and you know it might be a new home or or we're remodeling and it's it's a major purchase right and so when I look at people trying to understand where they're at who they are and then putting that human element to it as if I was in their issues it really helps me serve in a in a different light. Good good good all right we're entering what we'll call today the lightning round of quick answers right what word best describes Best Buy metals today a few come to mind um but I think perseverance is being able to overcome obstacles right in the industry that we're in and um you know different different uh situations just being able to overcome and pivot when needed I think we've done a good job of that yeah yeah the word that comes to mind based upon your answer is resilience. We're in an ever-changing ever challenging uh world and market especially today this year um and so um best by metals you can't get to 25 years without being resilient right and pivoting what's one habit that makes someone successful on your team probably the ability to be fluid um you know if you're if you're setting your ways and you're setting your thought pattern um success is gonna be it's gonna be hard you've got to be be willing to be flexible. What's one thing we refuse to compromise on integrity I think integrity is a uh I know it's important to our owners and I know it's important to our leadership core is we we will not um compromise our our our core values and and our integrity that we have in everything that we do.

SPEAKER_01 29:38

Good that's what I would say too.

SPEAKER_02 29:41

So finish this sentence at Best Buy Metals we're at our best when we empower our leaders to lead right we we put them in positions and they're they're the the ones that oversee whatever lane they're in whatever division they own um giving them the empowerment to to help Best Buy Metals to help our customers and then allowing them to have that ownership to me once we can nail that down and get our leaders to really buy in and empower them, we won't be able to be stopped.

SPEAKER_01 30:18

That's good. Thanks for listening to Metallife we hope this conversation gave you a deeper look into not just what we do but who we are and what matters to us. You know at Best Buy Metals we believe leadership, service, culture and relationships matter just as much as the products we manufacture. That's why this broadcast exists to have conversations that challenge inspire and create value both inside our industry and beyond it. If you enjoyed this episode be sure to follow Metal Life and share it with someone who would benefit from this conversation. Thanks for following it's Best Buy Metals designed to inspire made to protect driven industry