In this episode of Manufacturers Mindset, Ryan Cote sits down with Todd Miller, President of Isaiah Industries, a family-owned business specializing in the manufacturing of metal roofing and other building materials. Todd shares his journey from working in the family business to leading it, the challenges of competing with industry giants, and the innovative strategies he’s used to grow the company. He also discusses the importance of relationships, both with employees and customers, and how collaboration with competitors has helped the metal roofing industry thrive.
Meet Todd Miller
Todd Miller is the President of Isaiah Industries, a family-owned business founded by his father in 1980. The company manufactures metal roofing and other building materials, known for their energy efficiency, sustainability, and durability. Todd has been with the company since its early days, working in various roles before taking on leadership responsibilities. Today, Isaiah Industries serves customers across North America and exports to countries like Japan and the Caribbean.
The Journey of Isaiah Industries
Isaiah Industries started by producing commercial roofing for major chains like Pizza Hut and Dairy Queen. However, in the mid-1980s, the company shifted its focus to residential metal roofing, recognizing the potential for growth in that market. Todd played a key role in developing a network of contractors to sell and install their products, which has been a cornerstone of the company’s success.
Lessons from Todd’s Father
Todd’s father, who founded the company, instilled in him the importance of relationships and giving people second chances. Todd learned to hire for culture and values, believing that skills can be taught, but work ethic and integrity are inherent. This philosophy has helped Isaiah Industries maintain a strong, loyal team with an average tenure of 17.5 years.
Overcoming Challenges
One of the biggest challenges Isaiah Industries faces is competing with large, well-known companies in the roofing industry. To address this, Todd and a group of competitors formed the Metal Roofing Alliance, a collaborative effort to promote metal roofing as a superior alternative to asphalt shingles. This initiative has helped grow the market share of metal roofing from 2% to 15% over the years.
The Power of Collaboration
The Metal Roofing Alliance is a prime example of how competitors can work together for mutual benefit. By pooling resources and focusing on a common goal, promoting metal roofing, the alliance has been able to run large-scale marketing campaigns, including TV and radio ads, that individual companies couldn’t afford on their own.
Marketing and Sales Strategies
Isaiah Industries uses a unique “pull strategy” to generate consumer interest in their products. They market directly to homeowners, then connect them with contractors who can install the roofing. Todd emphasizes the importance of training and supporting these contractors, as they are the ones who ultimately sell and install the products.
A Day in the Life of Todd Miller
Todd is an early riser, starting his day at 4:30 AM with prayer and study time. He spends his workdays checking in with key leaders, monitoring consumer leads, and researching industry trends. His curiosity drives him to explore new ways to improve the business and stay ahead of the competition.
The Future of Isaiah Industries
Todd and his business partner are thinking about the future of the company, as neither has a next generation ready to take over. While they have strong leaders within the organization, they are still working on a succession plan that ensures the company’s continued success.
Biggest Win: Building a Strong Contractor Network
Todd’s biggest win in marketing and sales has been building a network of successful contractors who sell and install Isaiah Industries’ products. By providing extensive training and support, the company ensures that its contractors are equipped to succeed, which in turn drives sales and growth for Isaiah Industries.
Topics Discussed:
1. From Commercial to Residential Roofing: How Isaiah Industries pivoted to focus on residential metal roofing.
2. Lessons from Family Business: The importance of relationships, culture, and giving people second chances.
3. Competing with Industry Giants: The challenges of being a smaller player in a market dominated by household names.
4. The Metal Roofing Alliance: How collaboration with competitors helped grow the metal roofing market.
5. Marketing and Sales Strategies: Using a pull strategy to generate consumer interest and support contractors.
6. The Future of Isaiah Industries: Planning for succession and the next generation of leadership.
7. Building a Strong Contractor Network: Training and supporting contractors to ensure their success.
Links:
– Connect with Todd on LinkedIn
Quotes:
– On Relationships: “At the end of the day, all this business stuff can go away. It’s still those relationships we have to hold us and sustain us.”
– On Collaboration: “We’re a little bit stronger when we work together as a group.”
– On Marketing: “We’re only successful when the contractors selling our products are successful.”
This episode is packed with insights for business leaders, especially those in manufacturing and family-owned businesses. Todd’s story highlights the power of collaboration, the importance of relationships, and the value of innovative marketing strategies in a competitive industry.