On this episode of Verify In Field: The Millwork Podcast, host Jacob Edmond is joined by Michael Debruyn and Travis Dolloway from Great Lakes Stainless. Travis and Michael share their journey into the millwork industry and how they found success by building relationships and actively participating in industry associations like the Association of Woodworking & Furnishings Suppliers (AWI). They discuss the challenges and opportunities in the construction industry, the growth of their millwork division, and their exploration of manufacturing and selling products independently. Join us as we dive into the world of millwork and stainless steel fabrication with Great Lakes Stainless on VIF 031!
About Our Guests:
Travis’ background in sales and business development, paired with Michael’s expertise in the field, has helped them build strong relationships and thrive in this competitive market. They took a traditional approach to reach out to millworkers and successfully promoted their services, resulting in an impressive response rate and lucrative growth.
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Summary:
Travis Dolloway, with a background in sales and business development, identified an opportunity to target the millwork industry. By reaching out to mill workers and promoting their services, Great Lakes Stainless experienced significant traction in this sector. Their commitment to building relationships, being enjoyable to work with, and actively engaging in industry associations paved the way for their success.
Building Relationships and Targeting Industries:
Travis and Michael’s success in the millwork industry can be attributed to their strong focus on building relationships. Being good to work with, putting in time and effort, and providing enjoyable experiences have helped them foster relationships and gain more business opportunities. They credit this approach as a core basic element for success in sales and business development.
Active Participation in Associations:
Great Lakes Stainless joined the Association of Woodworking & Furnishings Suppliers (AWI) to further their reach and establish credibility within the millwork industry. Michael Debruyn actively participates in the Association’s Chapter Officers Council and serves as the president of the local Great Lakes chapter. Through their involvement, they have attended valuable conferences, learned industry-specific content, and leveraged networking opportunities.
Navigating Challenges in the Construction Industry:
Michael acknowledges the challenges in the construction industry, particularly in subcontracting. Travis demonstrates their problem-solving approach by advising others to get involved with organizations like AWI, explore niche markets, and foster relationships. Despite industry complexities, Great Lakes Stainless has found demand for their manufacturing and believes in continuously adapting to meet their customers’ needs.
Expanding into Millwork:
Great Lakes Stainless, originally focused on food service work since 1995, extended their expertise to the millwork industry in 2012. Travis Dolloway, who joined the company as a welder in 2014, eventually transitioned to estimating. The company quickly gained traction in the millwork division by fulfilling the need for metal fabricators in millwork manufacturing projects.
The Role of Associations: AWI and NOMA:
AWI, the Association of Woodworking & Furnishings Suppliers, plays a crucial role in providing support and industry-specific resources to the woodworking community. However, Travis mentions that NOMA (National Ornamental and Miscellaneous Metals Association), which focuses on the metal industry, lacks cohesiveness compared to AWI. Nevertheless, the metal industry excels in producing high-quality and small-scale work.
Success in Metal Work:
Great Lakes Stainless has experienced significant growth in their metal work division. Travis highlights the metal workers’ involvement in the bid stage with millwork companies, making it a vital part of their projects. Metal work now accounts for about 50% of their overall work, showcasing its importance and contributions to their success.
Exploring Independent Manufacturing and Sales:
To diversify their revenue streams, Great Lakes Stainless has explored manufacturing and selling products independently. They have found success in selling toe kicks and different finishes directly to kitchen and bath designers and small homeowners. This approach allows them to build relationships with customers and provide cost-effective alternatives to expensive materials.
Trends and the Future:
Great Lakes Stainless stays abreast of industry trends. Some popular trends they’ve noticed include blackened finishes, stainless and brass work, and copper panels. They have also observed a shift in focus from corporate work to hospitality projects while anticipating industry consolidation in the coming years.
Conclusion:
The story of Great Lakes Stainless is a testament to the power of building relationships, targeting specific industries, and actively participating in industry associations. Their commitment to these principles has brought them recognition, growth, and success in the millwork industry. As the construction industry continues to evolve, their problem-solving approach and dedication to meeting customer needs will undoubtedly drive their continued success.
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