Building Wins LIVE!

Guest: Don Barden, Ph.D., Behavioral Economist and Author

Host: Randy Chaffee

Producer / Director / Co-Host: Wes Wyatt

📌 Episode Overview & Intro Chat

Show Intro & Banter:

Randy and Wes kick off their third taping of the day ("if we were bowling, we'd have a turkey"), and Randy finally explains his famous "Dr. Pepper" code word.

Welcoming Dr. Don Barden:

Introduced through mutual friend Jackie Joy, Don is a bestselling author and behavioral economist with 40 years of experience, including 25 on Wall Street. He describes his life as "Forrest Gump meets Jason Bourne."

📈 There Is No "The Economy":

Don explains that classic economists look backward, while behavioral economists look forward. With 8 billion people on the planet, there are 8 billion economies, and the number one economic indicator is consumer confidence.

🎯 ADHD as a Superpower:

Randy and Don share how ADHD and dyslexia became advantages, not handicaps. Don retells David and Goliath (via Malcolm Gladwell): David had the advantage all along. "The second you become free to be you, great things are going to happen."

🔥 Show Up With Confidence:

Randy recalls heading into a downturn while competitors packed it in and stopped traveling. He kept showing up and won business. Don's point: confidence is contagious, and salespeople shape their buyers' mood more than they think.

🕰️ Leading Those Who "Haven't Seen the Movie":

Many younger workers have never lived through a major downturn. Don's advice: lead by example, show grace, be the optimist, and hold their hand. "Love wins. It always does."

📖 Here Come the Girls:

Don's book, Here Come the Girls: A Celebration of Why Women Will Take Over Global Leadership in the Year 2028, shares his research on why women-led businesses are outperforming in revenue, profit, and retention, and what that means for the economy.

🤝 Sympathy, Empathy, and the Magic Wand:

Don breaks down the leadership approach he found: show sympathy to the problem, empathy to the person, then ask, "If you had a magic wand, how would you fix this?" Then say, "Go do it." People who feel seen, heard, and understood feel valued, and valued people who are empowered grow.

💼 From Transaction to Partnership:

Citing Dr. Cindy McGovern, Don walks through the four zones of selling: friendship, transaction, relationship, and partnership. The goal is to be relevant: collaborate, tell the truth, and grow together. "AI is going to be the spell check of this generation," but business will still be people-to-people.

💪 The Three C's:

Crediting Dan Sullivan, Don explains that confidence is a byproduct of courage, commitment, and capabilities. You don't wait to feel confident; you earn it, then reset the bar.

💡 Key Takeaway

"You can't wait to be confident. Be courageous, commit, and surround yourself with partners who build your capabilities. Then show people you see them, hear them, and value them. That's how we all rise together."

Don Barden, Ph.D.:

https://donbarden.com/

https://www.linkedin.com/in/donwbarden/

https://www.facebook.com/barden5

https://www.instagram.com/donbarden/

https://x.com/BardenDon

https://www.tiktok.com/@donbarden

Randy Chaffee:

https://www.linkedin.com/in/randychaffee/

https://www.facebook.com/therandychaffee

Source One Marketing:

https://www.sourceonemarketingllc.com

Building Wins:

https://www.buildingwins.live

Wes Wyatt:

https://www.weswyatt.com

https://www.linkedin.com/in/weswyatt/

https://www.facebook.com/weswyatt/

Guest: Richard and Victoria Wolf of Wolf Design and Marketing

Host: Randy Chaffee

Producer / Director / Co-Host: Wes Wyatt

📌 Episode Overview & Intro Chat

Show Intro & Banter:

Randy and Wes open the show trading jokes about new glasses, "semi-dark" facial hair, and Randy's hybrid book tour of signing books and "kissing babies."

Randy credits his editor, Gail, plus Richard and Victoria, as the team behind his book, Asphalt and Algorithms.

Welcoming Richard and Victoria Wolf:

Victoria founded Wolf Design and Marketing 33 years ago as a self-taught graphic designer. In 2016, a colleague asked her to design a book cover; she was instantly hooked, and she shifted the business to books only.

Rich spent about 30 years as a road warrior running his own food brokerage, joined Victoria in 2020, and now serves as a publishing consultant focused on distribution and book marketing.

🎨 Why Book Covers Are the Ultimate Design Challenge

Wrapping Your Head Around the Story:

After 15 years of logos and websites, Victoria found covers to be the biggest creative challenge: capturing the story, fitting the genre, and making the author happy.

Fitting the Genre:

Readers are creatures of habit. Romance, sci-fi, and business readers expect covers that look a certain way, so a cover has to stand out while still fitting in.

The Author Has the Final Say:

Victoria always honors the author's vision while offering expert guidance. In the end, the author gets what they want.

🔧 The "Title Tinker": Hearing That Your Baby Is Ugly

The Tough Conversation:

Randy's original working title was "My Journey to Hybrid." The team told him it could be better, and Rich usually delivers that kind of news.

Dixie's Reaction:

When Randy told his wife, Dixie, that the team didn't like his title, she said she was glad somebody finally told him.

"Kind of Like It" Isn't Good Enough:

When Randy said he thought he was okay with the new title, Rich pushed back: you have to love it. The team provides options, but the author makes the final decision because their name is on the book.

The Outside of a Book Is a Marketing Piece:

The title sparks curiosity, the subtitle tells readers whether the book is for them, and the cover and back reinforce the whole package.

🤝 Surround Yourself With People Smarter Than You

No Yes People:

Randy says leaders who hire yes people get "okay" results. Listening to experts turned a fine book into one he is truly proud of.

The 80/20 Rule of Book Marketing:

Rich told Randy he was good at marketing but had never marketed a book. About 80% of marketing knowledge carries over; the 20% that is unique to books makes all the difference.

📖 Helping Authors Build a Legacy

The 80% vs. 1% Gap:

Rich points to a survey where about 80% of people said they want to write a book, while only about 1% actually become published authors.

First-Time Authors:

Most of their clients are first-time authors, and helping someone realize that dream is what makes it a "feel good job."

Keeping Up So Authors Don't Have To:

With AI and constant industry change, they track the options, pros, and cons so authors can focus on writing their message.

🚧 What Stops People From Writing Their Book

"The World Doesn't Need Another Sales Book":

Rich says your perspective has never been told. Ten sales books will all be different because each author brings a different lifetime of experience.

Fear and Imposter Syndrome:

Victoria, an author herself, says many writers panic near the finish line, worrying what people will think. Her own editor found the title for her book.

Stories Are the Base of Knowledge:

If people never shared their stories, knowledge could not grow. Writing a book is hard, scary, and costs something, but it is worth it.

The Value of an Editor:

Randy shares how Gail held him accountable with scheduled check-ins and refused to accept "good enough," without ever changing his voice. Victoria adds that an editor stands in the reader's shoes.

A Book Is a Point in Time:

Your book reflects what you believe today. That is what second and third editions are for.

⏰ There Is No "Right Time"

Getting Ready to Get Ready:

Randy recalls offering to delay the podcast launch years ago. Wes refused: the date was set, and they were going live. Victoria calls that delay "getting ready to get ready."

Just Start:

Some authors write for 10 years in small pieces. The project takes what it takes, but nothing happens until you start.

Under-Promise, Over-Deliver:

The team mapped out a realistic timeline with Randy, held him to it, and finished well ahead of the original target date.

Self-Publishing Doesn't Mean Publishing by Yourself:

You are the publisher, but nobody should write and publish a book entirely on their own.

🎙️ Closing & Should-Ask Questions (SAQs)

Rich's SAQ:

Before writing, ask a professional about the process, the team, and the potential cost. Wolf Design and Marketing offers free 30- to 45-minute initial consultations, and Rich warns that the internet will confuse you more than it educates you.

Victoria's SAQ:

"Should I design my own cover?" Her answer: no.

Physical Books Still Win:

Print books outsell ebooks and audiobooks, and physical books are making a comeback with younger readers.

💡 Key Takeaway

"Everybody has a story worth telling. Don't wait for the right time, don't settle for 'okay,' and don't go it alone. Build a team of experts who will challenge you, then make the final call yourself, because your name is on the book."

Victoria Wolf:

https://www.linkedin.com/in/victoriawolf/

Wolf Design and Marketing:

https://wolfdesignandmarketing.com

https://www.linkedin.com/company/wolf-design-marketing

https://www.facebook.com/wolfdesignandmarketing

https://www.youtube.com/@WolfsOnBooks

Randy Chaffee:

https://www.linkedin.com/in/randychaffee/

https://www.facebook.com/therandychaffee

Source One Marketing:

https://www.sourceonemarketingllc.com

Building Wins:

https://www.buildingwins.live

Wes Wyatt:

https://www.weswyatt.com

https://www.linkedin.com/in/weswyatt/

https://www.facebook.com/weswyatt/

Guest: Josh Nowlin

Host: Randy Chaffee

Producer / Director / Co-Host: Wes Wyatt

• Show Intro & Banter:
• Randy and Wes kick off the episode with playful banter about fake technical freezes during pre-show prep, having "Wes bots," and upcoming personal milestones (including Wes's daughter Carson's wedding).
• Welcoming Josh Nowlin:
• Randy introduces long-time friend and industry leader Josh Nowlin, Director of Sales and Marketing at Burrows Post-Frame Supply.
• Josh currently serves as Vice President / President-Elect of the National Frame Building Association (NFBA) and is slated to succeed current President Joe Shimp.
• Randy and Josh reflect on their recent board meetings in Salt Lake City, emphasizing their shared philosophy: "Stop living off the industry and start living in the industry" by giving back, mentoring, and serving.

• Open-Door Collaboration Over Fear of Competition:
• Josh and Randy challenge the traditional, secretive contractor/manufacturer mindset. Josh shares that Burrows regularly hosts tours for other operators—even those considering setting up competing roll formers.
• In a specialized sector, secrets don't last long; opening up, sharing operational best practices, and building peer relationships creates a stronger overall market.
• Building Science & High Standards:
• The real adversary of post-frame construction isn't a rival post-frame builder down the street—it is traditional stud framing, masonry, and structural steel.
• If sub-par post-frame buildings fail because of poor ventilation, weak insulation, or improper engineering, the entire industry takes a reputational hit. Elevating building science, code compliance, and structural integrity ensures the method continues expanding nationwide.
• Expanding Beyond the Farm:
• Post-frame has permanently transcended basic agricultural machinery sheds. Today, the sector drives high-margin projects:
• Complex equestrian arenas and high-end commercial event/wedding venues.
• Municipal facilities, warehouses, and retail spaces.
• The massive Barndominium boom has matured to the point where institutional lenders (like Freddie Mac) readily finance builds, requiring builders to adhere to strict residential standards and building codes.

• Dates & Location:
• When: February 8–10, 2027.
• Where: Greater Columbus Convention Center, Downtown Columbus, Ohio.
• Shift in Show Schedule:
• Schedule Adjustment: Due to convention center logistics, the schedule begins slightly earlier in the week:
• Monday: Dedicated educational tracks and classroom sessions open early.
• Tuesday: The exhibit trade show floor officially opens.
• Early Preparation & The "Host Hotel" Advantage:
• Josh and Randy urge attendees to register and book rooms early.
• Host Hotel Networking: The trade show starts long before and extends well after exhibit hall hours. Staying at the central host hotel lets builders and suppliers network casually in the lobby, over morning coffee, or at evening dinners, where the most impactful deals happen.
• Promoting Post-Frame Nationally:
• The NFBA is aggressively marketing the post-frame method externally by sending delegations and maintaining a presence at adjacent industry expos (such as the International Builders' Show and major roofing expos) to educate mainstream general contractors, architects, and engineers.
• Future Host City Reveal (2028):
• Josh announces that the NFBA has officially locked in Des Moines, Iowa, as the host city for the 2028 NFBA Conference & Expo, returning to one of the association's most well-attended, high-energy hubs.

• Website Shelf-Life & Discoverability:
• Websites are no longer static brochures; if a builder’s website hasn't been overhauled in 2 to 3 years, it is already obsolete.
• New generations of post-frame buyers (25-to-45-year-olds building homes and event venues) conduct intensive digital research using LLMs and modern search engines. If a company lacks an active digital footprint and updated content, prospective clients simply hire whoever shows up in their feed.
• Leveraging AI as a Force Multiplier:
• Administrative & Research Efficiency: Josh highlights how AI creates operational bandwidth, using it for research, workflow automation, and podcast audio editing via platforms like Riverside.
• Trip & Route Architecture: Randy shares how he uses ChatGPT to structure entire multi-day travel itineraries in minutes—mapping meetings (1 hour 15 minutes each), prioritizing specific hotel chains and airlines, calculating realistic driving times, and identifying lower-priority accounts along the route to maximize face-to-face field touches.
• Everyday Practical Use: Josh shares a real-world example of using conversational prompts to automate daily used-car market searches for his children (filtering for clean titles, mileage thresholds, and vehicle history), illustrating how everyday familiarity with prompts translates into professional efficiency.

• Read Before You Go:
• Josh plugs Randy's newly released book, The Closers – Part 7 (covering trade show infiltration and relationship mastery), recommending every attendee read it before arriving in Columbus to maximize their ROI on the floor.
• Post-Frame 360 Podcast:
• Randy directs listeners to tune in to Josh's industry show, Post-Frame 360, which dives deep into post-frame engineering, building trends, and interviews with leading professionals nationwide.

"Attending an industry conference isn't an obligation—it's an opportunity. Treat the NFBA Expo not as a walk around an exhibit floor, but as a full-immersion event: plan your schedule weeks in advance, stay at the host hotel, engage with your competitors, and commit to elevating the standard of post-frame construction across the country."

Josh Nowlin:

https://www.linkedin.com/in/joshnowlin

Burrow's:

https://www.burrows-supply.com/

NFBA:

(Specifically the 59th Annual Conference & Expo)

https://nfba.org/aws/NFBA/pt/sp/building-expo

Randy Chaffee:

https://www.linkedin.com/in/randychaffee/

https://www.facebook.com/therandychaffee

Source One Marketing:

https://www.sourceonemarketingllc.com

Building Wins:

https://www.buildingwins.live

Wes Wyatt:

https://www.weswyatt.com

https://www.linkedin.com/in/weswyatt/

https://www.facebook.com/weswyatt/

** NOTE ** - The YouTube Video doesn't start until 2:25. You GOTTA love technology, huh?

Guest: Joe Graham

Host: Randy Chaffee

Producer / Director / Co-Host: Wes Wyatt

• Show Intro & Banter:
• Hosts Randy Chaffee and Wes Wyatt open the show by celebrating a single recording session day instead of an exhausting "Rack and Stack" marathon.
• Randy and Joe highlight their shared Michigan roots and mutual fandom for the Wolverines ("Go Blue"), contrasting it playfully with Wes in Ohio.
• The Unscripted Sales Pro Dynamic:
• Randy highlights that the best episodes come with zero scripts or notes: if two veteran sales pros who have been in the trenches for decades cannot carry a compelling, unscripted conversation for 30 minutes, they should turn in their sales badges.
• Joe kicks off with an immediate counterintuitive truth: "The secret really is this: I make more money by not talking."

• Dating vs. Selling:
• Joe notes that young salespeople often believe they must dominate conversations, recite pitch decks, or pull out product flip charts.
• He compares sales calls to going on a first date: if one person talks endlessly about themselves and their accomplishments, there won’t be a second date. But if you get curious, ask thoughtful questions, and shut up, the prospect will tell you everything you need to know to close the deal.
• Nobody Wants to Be Pitched; Everyone Wants to Be Sold:
• Hollywood movies (like The Wolf of Wall Street) glorify manipulation, high pressure, and fast-talking tactics.
• While high pressure might work in transactional, low-ticket B2C, it completely backfires in high-stakes B2B, where deals involve complex buying committees, CTOs, CFOs, and millions in capital expenditure.
• Reframe & Uncover the Real Objections:
• Joe practices active listening by summarizing what he hears back to the prospect ("Randy, you said A, B, and C matter most. Did I get that right?"). Getting an early "yes" drops their guard because they feel heard.
• Rather than fearing objections, top closers actively look for where the product might not fit. Bringing up real friction early lets you negotiate honestly or disqualify bad-fit prospects immediately.

• Disqualifying and Referring Competitors:
• Randy and Joe agree that admitting when a competitor is a better fit for a specific, narrow use case earns immense credibility.
• Referring away business you cannot solve makes clients view you as an objective advisor rather than a greedy vendor. In return, clients and competitors refer ideal, high-value business right back to you.
• The "Know, Like, Trust, and Feel Safe With" Edge:
• Referencing sales author Ben Gay III, Randy emphasizes that while price, quality, and service must meet a baseline, people ultimately buy from those they know, like, trust, and feel safe with.
• Competitors cannot beat you at being you. Once you build an authentic, safe relationship, you move beyond commoditized price competition.
• The Power of Showing Up Consistently:
• In enterprise sales, sales reps churn constantly. Joe shares how he stayed in touch with a major enterprise account for two full years while the incumbent competitor burned through five different account reps. Joe won the business at a higher price simply because he remained the consistent, dependable expert.
• Randy echoes a similar story where an account gave him major fastener business after years of regular drop-ins, simply because their existing vendor had taken them for granted and never visited.

• Amplifying the Quiet:
• In a modern landscape saturated with automated email cadences and AI outreach, slow, traditional human gestures carry disproportionate impact.
• Joe references author Steve Sims, who famously sent handwritten Christmas cards in July to be remembered.
• Respecting Gatekeepers & Executive Assistants:
• Joe advises against bullying or tricking receptionists or executive assistants with aggressive "sales weasel" tactics.
• Treat them with genuine kindness, bring treats (donuts/cookies), remember their personal interests (like books), and simply ask: "Can you help me? I don't have an appointment, and I don't want to interrupt, but who is the best person to leave this with?"
• Authentic humility regularly turns gatekeepers into internal champions who walk you straight into the CFO's office.

• AI as an Efficiency Multiplier:
• Joe uses tools like Claude for in-depth company and market research, ChatGPT for framing message vibes, and voice-to-text dictation to draft summaries instantly.
• As someone managing dyslexia, AI helps Joe cut administrative friction, proofread emails, and summarize complex tasks so he can spend more time on revenue-producing work.
• Trip & Route Planning:
• Randy shares how he uses LLMs to plan entire multi-day road trips across upstate New York or the Midwest in minutes: scheduling meeting blocks (1 hour 15 minutes each), mapping travel times, factoring in preferred hotel chains, and identifying secondary prospects along the route to maximize face-to-face stops.

• The SAQ (Should-Ask Question):
• Question Joe wishes more people would ask: "Why do you actually want to do this? Do you want freedom, or do you just want to own a business?"
• Joe's Answer: Society often pushes the narrative that you must own a business to be free. In reality, many entrepreneurs work 16–18-hour days, carry massive overhead, and are completely trapped by their businesses. As a top-producing sales professional inside a company, you can control your calendar, earn executive-level income, and finish your week early on Friday with zero overhead and minimal balance-sheet risk. True freedom is designing a lifestyle you love, regardless of title.
• Coaching & Contact Info:
• Joe limits high-level executive and sales coaching to a selective maximum of five clients per month ($1,000/hr).
• He regularly conducts focused, affordable masterclasses on core sales mechanics (such as mastering follow-up) and hosts The Joe Graham Show, available across all major podcast platforms.

Joe Graham:

https://joegrahamreal.com/

https://www.linkedin.com/in/joe-graham-real/

Randy Chaffee:

https://www.linkedin.com/in/randychaffee/

https://www.facebook.com/therandychaffee

Source One Marketing:

https://www.sourceonemarketingllc.com

Building Wins:

https://www.buildingwins.live

Wes Wyatt:

https://www.weswyatt.com

https://www.linkedin.com/in/weswyatt/

https://www.facebook.com/weswyatt/

Guest: Eric Miner and Megan Pope of the NFBA (National Frame Building Association)

Host: Randy Chaffee

Producer / Director / Co-Host: Wes Wyatt

• Show Intro & Banter:
• Randy and Wes kick off the episode with playful banter about Randy’s "food-stealing bodyguard," Wes, touching on Wes's health recovery as he gets back behind the production board.
• Randy recaps his recent trip to Salt Lake City for the National Frame Building Association (NFBA) board meeting, noting that post-frame construction is positioned for massive growth.
• Introducing the Guests:
• Megan Pope: Executive Director of the NFBA and executive director for regional chapters, including the Buckeye Frame Building Association (BFBA) and the newly formed Great Lakes Frame Building Association (GLFBA).
• Eric Miner: President of the newly launched GLFBA chapter and a leader at Timberline Buildings.
• Randy jokingly mixes up Megan’s name with her membership director, Morgan Pope, before diving into industry updates.

• Moving Beyond the "Old Pole Barn":
• Eric and Randy discuss how post-frame construction has evolved far beyond traditional agricultural pole barns and dirt-floor sheds. Today’s projects encompass commercial facilities, municipal structures, and high-end residential barndominiums.
• Eric highlights his building philosophy: "I love to build a post-frame building that doesn't look like a post-frame building."
• Reframing the Competition:
• Eric points out that fellow post-frame builders aren't the real competition; the real competition is traditional stud framing, masonry, and structural steel.
• By collaborating through industry associations, post-frame builders can raise construction standards, educate code officials, and expand total market share instead of fighting over small slices of the pie.
• The Power of Peer Networking:
• Randy shares an anecdote about builder friends from Michigan and New Jersey who met at the NFBA conference years ago. They turned their relationship into an informal advisory board, meeting annually and calling each other year-round to troubleshoot problems and share best practices.

• Dates & Venue:
• When: February 8–10, 2027.
• Where: Greater Columbus Convention Center, Columbus, Ohio.
• Educational Tracks & Building Code Focus:
• The conference features four distinct educational tracks:

1. Technical & Safety
2. Business Management
3. Sales & Marketing
4. Building Code Track (New): Offers 4 hours of qualified Continuing Education (CEU) credits tailored specifically for municipal building code officials to demonstrate that post-frame is a modern, code-compliant structural system.

• Signature Events:
• Networking staples include the Christians in Construction breakfast, the Expo Social, and the annual Plyco Reception.
• Women in Post-Frame (3rd Annual Meet & Greet): This year’s event pairs fellowship with an interactive local community service project.
• Regional Chapter Integration on the Expo Floor:
• Dedicated Chapter Area: A designated pavilion on the exhibit floor will give local chapters a dedicated home to meet, recruit members, and host private breakout meetings.
• Honorary Member Pricing: Members of affiliated regional chapters (GLFBA, BFBA, Wisconsin WFBA, Heartland, and Canada’s CFBA) receive honorary NFBA member discount pricing for the national show.
• Attendees will also receive custom badge ribbons representing their respective local chapters.

• Forming GLFBA ("Glyph-ba"):
• To build regional unity across Indiana, Michigan, and Illinois, the board formed the Great Lakes Frame Building Association (GLFBA), with Eric Miner elected inaugural president.
• Regional chapters provide accessible, localized education, advocacy, and networking without builders feeling like "a little fish in a big pond."
• Joint Launch Event Details (GLFBA & BFBA):
• When: November 4th (with room blocks available Nov 3–4).
• Where: Swan Lake Resort in Plymouth, Indiana.
• Schedule:
• Morning breakfast followed by an exclusive facility tour of nearby Plyco Corporation.
• Buffet lunch back at Swan Lake Resort.
• Afternoon educational presentations featuring Randy Chaffee, Eric Miner, and guest speakers.
• Evening networking reception followed by dinner.
• Accessible Pricing: Discounted resort rooms ($99/night) and affordable registration ($75 for the first attendee, $50 for the second) to encourage full team participation.

• Megan’s SAQ:
• Question she wishes members would ask: "What are my member benefits, and how do I actively use them?"
• Megan’s Answer: Don't just pay association dues and walk away. Dig into the full menu of member resources, discounts, safety training, and legal/engineering libraries. Actively utilizing just four or five core benefits pays for the membership five to six times over.
• Eric’s SAQs:
• Question 1: "What can you not do in post-frame construction?"
• Eric's Answer: Aside from building a 40-story skyscraper, post-frame can accomplish almost anything in modern low-rise construction faster and more cost-effectively than traditional methods.
• Question 2 (For GLFBA): "How can the association help grow my business?"
• Eric's Answer: Regional chapters exist to serve builders directly—providing local peer connections, sales and marketing training, and advocacy to make every member company more profitable and successful.

Eric Miner:

https://www.linkedin.com/in/eric-miner-629954ab/

Megan Pope

https://www.linkedin.com/in/megan-pope-02502927/

National Frame Building Association:

https://www.linkedin.com/company/national-frame-building-association

Randy Chaffee:

https://www.linkedin.com/in/randychaffee/

https://www.facebook.com/therandychaffee

Source One Marketing:

https://www.sourceonemarketingllc.com

Building Wins:

https://www.buildingwins.live

Wes Wyatt:

https://www.weswyatt.com

https://www.linkedin.com/in/weswyatt/

https://www.facebook.com/weswyatt/

Guest: Eddie White

Host: Randy Chaffee

Producer / Director / Co-Host: Wes Wyatt

• Show Intro & Banter:
• Hosts Randy Chaffee and Wes Wyatt kick off another back-to-back recording session ("rack and stack"), discussing the sweet spot of capping runs at three episodes to keep energy high.
• Randy riffs playfully on New England geography, joking about the spelling of New Hampshire vs. Binghamton, NY, and teasing an impromptu meetup at the state capitol in Concord over Starbucks and donuts.
• Introducing Eddie White ("The Metal Guy"):
• Eddie White is an architectural sheet metal specialist, outside sales professional with MetalMax, and an active industry voice across New England.
• Randy and Wes praise Eddie's contagious energy and genuine passion for his family and the metal construction trade, after connecting at an industry open house.

• From Remodeling to Architectural Sheet Metal:
• Eddie brings 34 years of hands-on construction experience, starting out in residential remodeling and finish carpentry.
• About 18 years ago, a family friend in Ledyard, Connecticut, asked him to install a standing-seam metal roof on their primary residence to create a long-term "lid" for retirement peace of mind. Sourcing the components, designing the details, and executing the install hooked Eddie on architectural metal for good.
• The Road Warrior Life:
• Eddie has logged over half a million miles across New England, often working out of local Dunkin' shops, cold-calling lumberyards and distributors, and providing immediate support by call or text.

• Nobody Just Buys "Pieces of Metal":
• Randy and Eddie emphasize that customers don't just buy coils, screws, trim pieces, or panels dumped in their driveway; they are buying peace of mind, weather protection, curb appeal, and longevity.
• Treating metal sales as a pure transaction immediately reduces everything to bottom-dollar price battles.
• The Power of the Right Questions:
• Eddie references sales insights (such as Jeremy Miner's questioning frameworks) to illustrate how asking deliberate, deep questions shifts a salesperson from an order-taker to an indispensable consultant.
• Key questions to ask: What look are you trying to achieve? How long do you plan to live here? How will this handle local snow loads? What style fits your home's character?
• "What Color Should I Choose?" – The Turning Point:
• When a homeowner or contractor asks, "What color do you think?", they invite the salesperson into their inner circle.
• By sitting at the kitchen table, reviewing Sherwin-Williams color palettes, weighing synthetic vs. peel-and-stick underlayments, and collaboratively designing the complete package, the customer takes ownership of the solution. They are no longer being "sold"—they are buying from a trusted friend.

• Modern Accents & Curb Appeal:
• Metal is no longer reserved strictly for agricultural barns or industrial sheds.
• Homeowners across New England and beyond are increasingly using metal for high-impact accents:
• Front "farmer's porches" and entryways.
• Accent dormers and window hoods.
• Pool houses and outbuildings.
• Emerging Profiles & European Trends:
• The market is rapidly moving beyond traditional vertical standing-seam and exposed-fastener ag panels.
• Styles such as stamped metal shingles, slate lookalikes, and European-inspired rhomboid/diamond small-format metal tiles are gaining momentum, offering lifetime durability without looking industrial.
• Paired with modern board-and-batten, D4/D5 steel siding, and vinyl window packages, homeowners can create fully maintenance-free exterior envelopes.

• The SAQ (Should-Ask Question):
• Question Eddie wishes contractors and homeowners would ask: "How can you help me design my metal roof, siding, or accent project?"
• Eddie's Answer: Don't just ask for a catalog or price list. Bring your vision, blueprints, or ideas, and let an expert walk you through trim packages, color pairings, underlayment options, and vetted installation contractors to build a complete, long-lasting solution.

Eddie White:

https://www.linkedin.com/in/eddie-white-9b583437/

Randy Chaffee:

https://www.linkedin.com/in/randychaffee/

https://www.facebook.com/therandychaffee

Source One Marketing:

https://www.sourceonemarketingllc.com

Building Wins:

https://www.buildingwins.live

Wes Wyatt:

https://www.weswyatt.com

https://www.linkedin.com/in/weswyatt/

https://www.facebook.com/weswyatt/

Guest: Gary Davidson

Host: Randy Chaffee

Producer / Director / Co-Host: Wes Wyatt

• Show Intro & Banter:
• Randy and Wes kick off the show on a classic three-episode recording streak ("rack and stack"), discussing early-morning starts (taking calls before 7:00 AM with building clients in Maine) and a shared love for the industry.
• Wes highlights the impressive wall of academic and professional accolades visible over Gary’s shoulder—which Gary humbly credits mostly to his wife, a retired professor with a doctorate from the University of Northern Iowa. Both Randy and Gary credit their spouses for supporting them throughout their decades as road warriors.
• Welcoming Gary Davidson:
• Randy welcomes long-time colleague Gary Davidson, highlighting his decades of leadership, high-level national accounts management, and deep repository of "tribal knowledge" across the roll forming and building materials sectors.

• Starting in Distribution (1970s):
• While earning his education degree at the University of Wisconsin–La Crosse, Gary worked in the warehouse at La Crosse Steel Roofing (now a Cameron Ashley location) physically unloading Strongpanel (National Steel/Granite City) out of rail boxcars.
• After graduating, he took an outside sales territory covering Northeast Iowa, working with early legacy specifications (such as heavy 0.0187" decimal thickness and G90 zinc coatings).
• The Demise of Integrated Steel Mills:
• In the 1970s and early 1980s, the metal roofing market was dominated by large integrated steel mills (National Steel, Wheeling Corrugating, and Republic Steel) that sold standard-length panels through multi-step distribution channels.
• The Fabricator Revolution: Regional fabricators and roll formers like Gifford-Hill (which was later acquired by the Mackin family to become Metal Sales) and competitors like McElroy and Fabral completely disrupted the market by offering:

1. Custom cut-to-length panels.
2. Direct job-site crane/boom delivery.
3. Broad palettes of painted colors.

• The Double-Digit Interest Rate Shift: In the early 1980s, when borrowing rates surged into the double digits, stocking lumber dealers (such as Great Plains Supply's 127 locations) could no longer afford to sit on massive inventories of crated steel. Having cut-to-length steel delivered in 7 to 10 days made the fabricator model the new industry standard.

• Substrates & Innovations:
• The market evolved from bare galvanized panels and lead-head nails with neoprene washers to advanced screw fasteners and Galvalume substrates (pioneered early in Iowa by Doug Fuller of Midland Metals).
• Panel offerings ballooned from basic 3-foot ag panels to over 75+ specialized profiles, textured paints, and exotic architectural coatings.
• The Residential & Post-Frame Boom:
• Residential Growth: According to data from the Metal Roofing Alliance (MRA), metal roofing market share has expanded significantly (tracking around 18% of residential reroofing) as homeowners look for long-term alternatives to asphalt shingles.
• Metal Siding & Barndominiums: The rise of board-and-batten metal siding, shouses, and barndominiums allows builders to sell complete metal building envelopes—providing a lifetime, low-maintenance exterior rather than just the roof.
• Influence of Plain Communities: Gary and Randy credit Amish and Mennonite crews and manufacturers across rural America with mainstreaming metal roofing and siding on Main Street residential and light-commercial buildings.

• Selling Life-Cycle Cost Over Upfront Price:
• While metal roofing and siding carry a higher initial price tag than asphalt, Gary and Randy emphasize that top sales professionals must sell the total life-cycle investment.
• Paying slightly more upfront eliminates replacing an asphalt roof two or three times over the next 30 to 50 years.
• Moving Beyond Features and Benefits:
• When a customer asks for a linear-foot or square-foot price, inexperienced salespeople simply quote a number and let the customer walk away.
• Qualify the Application: Reps must ask questions upfront: Is this for an animal barn, an interior liner, a garage, or living quarters?
• Randy cites Ben Gay III’s core sales principle: people buy from those they know, like, trust, and feel safe with. You build that trust not by rattling off paint gauges, but by listening to how the customer plans to use the space (echoing Craig Jackson of RAM Buildings: "We don't sell boxes; we sell a space").

• Current Role at Fortified Building Solutions:
• Gary currently serves as a specialized consultant with Fortified Building Solutions, focusing primarily on strategic support and relationship continuity for their largest national accounts.
• The SAQ (Should-Ask Question): The Platinum Rule:
• The Philosophy Gary Leaves with Listeners: Shift focus from the Golden Rule to the Platinum Rule.
• The Platinum Rule: "Treat customers the way they want to be treated."
• Sales success comes from uncovering each specific customer's definition of value, understanding how they make money, and tailoring your service to meet their unique needs rather than imposing your own preferences.

Gary Davidson:

https://www.linkedin.com/in/gary-davidson-20776228/

Shield Wall Media:

https://shieldwallmedia.com/

Randy Chaffee:

https://www.linkedin.com/in/randychaffee/

https://www.facebook.com/therandychaffee

Source One Marketing:

https://www.sourceonemarketingllc.com

Building Wins:

https://www.buildingwins.live

Wes Wyatt:

https://www.weswyatt.com

https://www.linkedin.com/in/weswyatt/

https://www.facebook.com/weswyatt/

Guest: Peg Buehrle and Michelle Calcasola of Action Coach Columbus

Host: Randy Chaffee

Producer / Director / Co-Host: Wes Wyatt

• Show Intro & Banter:
• Randy and Wes kick off their third consecutive recording session ("rack and stack"), switching gears from building product manufacturers to business and leadership coaching.
• Randy jokes about regional rivalries (Ohio State "O-H-I-O" vs. Western Michigan) and mentions that he and Michelle are tuning in from Florida ahead of an upcoming Action Coach conference, while Peg joins from Columbus, Ohio.
• Welcoming Peg Buehrle & Michelle Calcasola:
• Randy highlights his long-standing respect for Pete and Peg Buehrle, having seen them speak numerous times across industry trade associations.
• This episode marks Randy's first time meeting and interviewing coach Michelle Calcasola.

• Who They Are & Who They Serve:
• Operating as a specialized franchise out of Columbus, Ohio, for over 20 years, Action Coach Columbus works with clients nationwide, with a strong 15-year focus in the construction and building trades industry.
• The 3 Triggers to Hire a Coach:

1. Rapid Growth: Companies scaling so quickly they are outgrowing their systems, leadership, and operational capacity.
2. Succession & Exit Planning: Business owners looking 5 to 10 years ahead to prepare their company for sale or retirement.
3. Acceleration: Already successful businesses looking to reach the next level faster.

• Michelle's Journey from Client to Top Coach:
• Michelle's family owned a small-animal veterinary practice in Columbus. While her father was a skilled clinician, managing day-to-day operations and preparing for eventual retirement was a struggle.
• After hiring Peg and Pete, Michelle worked alongside Peg for nearly four years to streamline systems, develop talent, and position the practice for a highly successful sale.
• When the practice sold, Peg told Michelle her natural next step was coaching. Michelle has now been with the firm for 12 years and is recognized as one of the top Action Coaches globally.

• The Problem with Consulting:
• Traditional consultants charge large upfront fees, observe for a few days, and deliver an overwhelming, 100-point binder of recommendations that usually ends up shoved in a drawer.
• The Action Coach Model:
• True Partnership: Coaches embed directly with leadership and team members, sharing the operational stress and walking alongside owners through the trenches.
• Month-to-Month Retainer: Instead of locking clients into restrictive long-term contracts, Action Coach works month-to-month—earning their keep based on continuous execution, accountability, and tangible return on investment.
• Focus on Profit Over Revenue: Peg emphasizes shifting owners away from top-line vanity metrics to bottom-line profitability (e.g., taking margins from 10% to 15%) and preventing out-of-control, undisciplined expansion that destroys cash flow.

• The "Whole-Team" Coaching Approach:
• Coaching cannot happen in an executive silo. Peg and Michelle conduct 360-degree reviews and interview employees directly to uncover the operational truths that owners are often "nose-blind" to.
• Explaining the "Why": Growth initiatives fail when employees think it only benefits ownership. Leaders must clearly communicate how growth leads to wage increases, career advancement, and stability.
• The Danger of Toxic or Complacent Employees:
• Peg shares a case study of taking a client from $500K to $1.5M by replacing underperforming, bad-attitude personnel with the right leadership team (new GM, lead designer, production manager).
• Michelle notes that team members who refuse ongoing training and development shouldn't be kept long-term; a toxic or stagnant attitude spreads quickly and hurts morale, customer service, and profitability.

• Program Overview:
• Designed because most individuals are promoted to management without any formal training in leadership, communication, or team execution.
• Incorporates training concepts from Action Coach Worldwide Founder/CEO Brad Sugars, paired with live interactive group coaching.
• Structure & Logistics:
• Format: 12 consecutive weeks via Zoom, 1.5 hours per week.
• Cohort Size: Strictly limited to 15 participants to ensure high interactivity, open discussions, and camera-on accountability.
• Accountability: Each session assigns immediate action items that participants must implement within their business and report on the following week.
• Cost & Schedule: Priced at $1,800 per seat. Cohorts launch regularly (upcoming sessions starting in late September, late October, and January). Registration is available directly at their website.

• The SAQ (Should-Ask Question):
• Question Michelle wishes prospective clients would ask: "What is going to surprise me about working with a coach?"
• Michelle's Answer: Clients are consistently surprised by how quickly their coach transitions from an outside advisor to an indispensable member of the executive team. They are also surprised by the blind spots uncovered—discovering that issues they assumed were purely "culture" problems often trace back to financial systems, quoting habits, or management gaps.
• Peg's Addition (The Action Coach Community):
• Clients don't just gain a coach; they join an active peer network of over 65 businesses that regularly meet, collaborate, share best practices, and refer work to one another.

Peg Buehrle:

https://www.linkedin.com/in/pegbuehrle/

Michelle Calcasola:

https://www.linkedin.com/in/michelle-calcasola-0857264a/

Action Coach Columbus:

https://actioncoachcolumbus.com/

Randy Chaffee:

https://www.linkedin.com/in/randychaffee/

https://www.facebook.com/therandychaffee

Source One Marketing:

https://www.sourceonemarketingllc.com

Building Wins:

https://www.buildingwins.live

Wes Wyatt:

https://www.weswyatt.com

https://www.linkedin.com/in/weswyatt/

https://www.facebook.com/weswyatt/

Guest: Missy Beyer of Shield Wall Media

Host: Randy Chaffee

Producer / Director / Co-Host: Wes Wyatt

• Show Intro & Book Excitement:
• Randy Chaffee and Wes Wyatt kick off the show holding up physical copies of Randy's newly released book (The Closers – Part 7), celebrating Wes's contribution as the author of the foreword.
• Randy and Wes welcome back Missy Beyer, Show Director for Shield Wall Media, as she prepares to oversee the upcoming Construction Roll Forming Show in Gatlinburg, Tennessee.
• Book Envy & Show Schedule:
• Missy jokingly complains from the green room couch about not having her copy of the book yet.
• Randy promises to hand-deliver signed copies at the show, while Missy reveals she already scheduled Randy for multiple book-signing slots (two on Wednesday and one on Thursday).

• Who is Max the Dog?
• The real-life Max is Publisher Gary Reichert's large, friendly Alaskan Malamute who frequents the office, while the costumed mascot acts like the "Pied Piper" for kids attending the shows.
• The Educational Mission:
• Written by Missy's daughter in collaboration with the in-house Shield Wall Media design team, the books are created to spark early interest in the skilled trades among the younger generation.
• Instead of cartoon magic, the stories realistically illustrate actual building methods (e.g., showing how metal roofs or buildings are framed and installed) so children can connect with what their parents and grandparents do for work.
• The Book Lineup:
• Max Builds a Metal Roof
• Max Builds a Post-Frame Building
• Max Builds a Barndominium (available at this show)
• Max Starts a Roll Forming Shop (announced as the next upcoming title)

• Dates, Venue & Logistics:
• When: Wednesday, September 16 & Thursday, September 17.
• Where: Gatlinburg Convention Center (Airport Road, downtown Gatlinburg, TN).
• Transportation & Safety Tips: The area is fully walkable, with local trolleys and shuttles running between nearby hotels, the convention center, and neighboring Pigeon Forge/Sevierville.
• Wildlife Advisory: Attendees are warned not to leave food or candy in parked vehicles, as local black bears are actively roaming and foraging ahead of winter hibernation.
• Who Should Attend?
• Geared toward business owners and decision-makers who "sign the front of the checks, not the back."
• Contractors, builders, and suppliers looking to explore the economics of establishing in-house roll-forming lines to fabricate panels and trims rather than purchasing from external vendors.

• Wednesday, September 16:
• 8:00 AM – 10:30 AM: Morning educational seminars and continental breakfast. Topics include roll forming shop setup, equipment maintenance, quoting processes, and Randy Chaffee's seminar titled "It Could: Choosing Possibility Before Policy."
• 10:30 AM: Exhibit hall floor officially opens.
• 4:30 PM – 5:00 PM: Big Networking Banquet, located at the center of the exhibit hall floor, open to all registered attendees, exhibitors, spouses, and families.
• Thursday, September 17:
• 8:00 AM – 10:00 AM: Morning educational sessions.
• 10:00 AM – 3:00 PM: Exhibit floor open.
• 3:00 PM: Show concludes, leaving attendees time to enjoy the Great Smoky Mountains National Park, family attractions, or shopping.
• Upcoming Shield Wall Event:
• Missy previews the next event on their calendar: the Post-Frame Show coming to South Bend, Indiana, in June.

• The Hidden Value of the Floor:
• Missy and Randy stress that while exhibit booths serve as the essential marketing hub, significant business happens away from the booth—during morning coffee, in the aisles, and over dinner at the banquet.
• Missy shares an example of an exhibitor who closed a massive deal simply by sitting down at the community buffet table and solving a problem for a fellow attendee during casual conversation.
• The Industry Ecosystem:
• Trade shows create compounding touchpoints. Brief interactions at the Roll Forming Show evolve into deeper relationships when seeing the same peers at subsequent events like Metalcon or the NFBA Conference.
• Success is measured not merely by scanned badges or distributed pens, but by the long-term relationships developed that lead to repeat business.

• Submitting Panel Questions:
• Randy Chaffee returns as the moderator for the interactive Roll Forming Panel.
• Attendees and listeners can email their operational, technical, or business questions ahead of time to [email protected] or bring them up live during the open-floor discussion.

Missy Beyer:

https://www.linkedin.com/in/missybeyer/

Shield Wall Media:

https://shieldwallmedia.com/

Randy Chaffee:

https://www.linkedin.com/in/randychaffee/

https://www.facebook.com/therandychaffee

Source One Marketing:

https://www.sourceonemarketingllc.com

Building Wins:

https://www.buildingwins.live

Wes Wyatt:

https://www.weswyatt.com

https://www.linkedin.com/in/weswyatt/

https://www.facebook.com/weswyatt/

Guest: Ben Gay III

Host: Randy Chaffee

Producer / Director / Co-Host: Wes Wyatt

• Show Intro & Friendship:
• Randy and Wes welcome back long-time friend and mentor Ben Gay III for what marks his 9th or 10th appearance on the show.
• Health and Gratitude: Ben playfully ribs Randy for describing Wes's past medical emergency as a mere "health scare." Wes shares that he received a clean bill of health at his doctor's appointment that day, allowing him to step down some medications after surviving two massive heart attacks, a brain bleed, stroke, and a 57-day hospital stay.
• Upcoming Celebration: Wes and Randy look forward to breaking bread again in December for the wedding of Wes's daughter, Carson, with Ben invited to join in spirit while keeping an eye on a Pittsburgh game.

• Arrival of the New Book:
• The primary celebration of the episode is the official release of The Closers – Part 7, co-authored by Randy Chaffee, featuring a foreword written by Wes Wyatt, and published as part of Ben Gay III's legendary sales series.
• Ben received his copy in the mail and praised the cover design and execution by Victoria and Richard Wolff, noting it stays true to the iconic "Blue Book of Sales" heritage while giving it a crisp, modern aesthetic.
• The Running Joke on "Foreword":
• Ben and Randy reminisce about spelling lessons. Ben famously left "forward" misspelled as an inside joke in the original The Closers – Part 1 after selling over 10.5 million copies.
• When Randy asked Ben to write the foreword for his earlier book, Asphalt and Algorithms, Ben agreed on one condition: make sure it is spelled F-O-R-E-W-O-R-D. Wes made sure to get the spelling right for Part 7.

• The High Cost of Missed Details:
• Ben shares an embarrassing, humorous story from his days running a company with a flight school and a fleet of 40 aircraft, including a private Learjet.
• Publicity photographers staged a shoot of him dashing out of the jet in aviator glasses, trench coat over his shoulder, and briefcase in hand to look like a high-powered executive on the run.
• The Blunders: When the magazine published the photo, pilot friends immediately called out the obvious staging:

1. The engine dust plugs were still firmly in place.
2. The wheel chocks had not been removed.
3. The sunscreens were still up in the cockpit window.
4. There was no pilot sitting in the cockpit.

• The Sales Lesson:
• In sales, as in staged photo shoots, it is rarely the massive concepts that sink you; it is the overlooked little details that ruin your credibility.
• Ben also cautions modern "gurus" against posing in front of private planes without blurring the tail numbers, which can easily be looked up to expose that the plane is a rental.

• Beyond the Trade Show Booth:
• The Closers – Part 7 focuses on working trade shows and conventions not as static events, but as high-leverage relationship-building platforms.
• Randy and Ben reflect on the early mistakes salespeople make: showing up, setting out brochures and pens on a skirted folding table, and waiting around while playing on their phones.
• Randy emphasizes: "The end of the trade show to the casual observer is just the beginning of the trade show." The real business follows in the execution and relationships nurtured afterward.
• The Strategy of "Sales Infiltration":
• Ben links Randy’s methods directly to the final chapter of The Closers – Part 2 titled "Sales Infiltration."
• Real connections happen outside booth hours: having coffee at 6:00 AM in the hotel lobby, attending product demos to see who is watching, introducing yourself during educational sessions, and mingling at the host hotel bar.
• Ben's Speaking Routine: When giving keynotes, Ben is always the first person in the room (introducing himself to the hotel setup staff) and the last to leave (waiting until the vacuum cleaner starts running) because the highest-value interactions occur before and after the speech.
• The "Bill" Story:
• Randy recounts an interaction with an exhibitor named "Bill" who complained that a show had terrible foot traffic.
• When pressed, Bill admitted he had sent out no advance invites, used no free passes, posted nothing on social media, and pre-booked zero appointments. Randy gave him blunt feedback: the fault was not the venue, the weather, or the foot traffic; the fault lay entirely in Bill's lack of preparation.

• Dolly Parton's Relational Genius:
• Ben highlights Dolly Parton as the ultimate real-world model of relationship building. Beyond her musical talent, everyone who ever interacted with her felt like they were the only person in the room. He notes that mastering that level of genuine personal connection is the real secret to sales infiltration.
• The Historic Zig Ziglar Contest:
• Ben and Randy recall the legendary year-long sales competition between Ben and Zig Ziglar when they both joined Holiday Magic Cosmetics.
• While Zig took time to celebrate what he believed was an insurmountable lead, Ben kept making sales calls right up to the final wire, edging out Zig to win the company presidency.
• Wes Wyatt's Upcoming Book Projects:
• The group highlights Wes's foreword in Part 7 and previews his two forthcoming book releases:

1. Market YOU First!: A core business and personal branding volume rooted in his long-time philosophy.
2. Are You Ready To Go?: A personal and spiritual volume drawing from his recovery, life perspective, and purpose.

• Availability:
• The Closers – Part 7 is officially available on Amazon in hardcover, paperback, and ebook formats.
• The True Scoreboard:
• While revenue and sales numbers track performance, Ben and Randy agree that the ultimate reward after decades in business is hearing from salespeople whose careers and lives were permanently turned around by the principles shared in these books.

Ben Gay:

https://stores.ebay.com/ronzonebooks

https://www.linkedin.com/in/bengayiii/

Randy Chaffee:

https://www.linkedin.com/in/randychaffee/

https://www.facebook.com/therandychaffee

https://www.sourceonemarketingllc.com

https://www.buildingwins.live

Wes Wyatt:

https://www.weswyatt.com

https://www.linkedin.com/in/weswyatt/

https://www.facebook.com/weswyatt/