Building Wins LIVE!

Randy Chaffee
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Weekly live sales-oriented audio/video podcast directed toward the sales, marketing, roofing, and post-frame building industry.

  1. Chris Miller | 06292026

    4 days ago

    Chris Miller | 06292026

    Guests: Chris Miller of The Barndo Loan Pros Host: Randy Chaffee Producer / Director / Co-Host: Wes Wyatt Episode Summary: Chris shares his leadership of The Barndo Loan Pros (powered by First Federal Bank of Kansas City), which scaled from its Midwest roots to nationwide lending across 47 states (excluding Hawaii, Alaska, and New York) over four years. The bank's 90-year history of construction lending (since 1948) positions it uniquely to understand barndominium financing, where 90% of lenders remain confused. Chris emphasizes the critical importance of homeowners consulting bankers first—before architects, builders, or realtors—to understand the budget, qualification thresholds, desired payment structure, and the feasibility of the timeline. He defines barndominiums operationally by three characteristics: metal siding, metal roof, and a free-span structure (beams on the outside walls only, open interior) with an oversized attached garage/shop. The 60-40 conformity threshold (minimum 60% living space to 40% garage) ensures secondary market appeal (Fannie Mae/Freddie Mac takeout loans) and lower long-term fixed rates; projects below this ratio or outside comparable sales (dubbed "unicorns") require 10-12% construction rates with no path to affordable refinancing. Cost-per-square-foot red flags trigger at $175 and below; Chris advises builders to avoid overpromising $350 budgets that materialize as $495, and instead have honest conversations early and build in 10% contingency. Key Takeaways: Start with a banker before a builder or realtor to establish a budget, qualification level, payment comfort, and timeline feasibility: rushed discovery after plans/permits wastes weeks of builder time and creates no-win scenarios where funding doesn't exist for the dream scope.Conforming barndominiums require a 60-40 living-to-garage ratio minimum with comparable sales in or near the market: unicorn projects (basketball court, 80% shop) lack comparables 100+ miles around and won't hit secondary market (Fannie/Freddie) even if approved initially, forcing 11-12% permanent financing—discuss market realities upfront with appraiser's eyes, not hope.Builders must listen, ask discovery questions, and never over-promise to under-deliver: saying $350 when the scope costs $495 burns trust, wastes appraisal time, and forces mid-project funding calls—worst case, no comes as soon as possible so everyone stops wasting resources.Cost-per-square-foot below $175 triggers red flags; banks are comfortable at $175+ (builder-grade) because subs, bids, and 4-month delays shift pricing: plan 5-10% contingency because builders can't hit exact marks, and don't confuse banker requests for appraisal/comparable research as "trying to kill the deal"—they're protecting buyer capacity.Barndominium lifestyle is the primary driver of structure type: families seek 50-acre tracks split among generations, horses/ATVs/ponds, escape from neighborhoods/HOAs and political division—this cultural shift (multi-generational homesteads, rural enclaves) means design flexibility and open-span floor plans matter less than land, family autonomy, and peace. Resources and Links: Chris Miller The Barndo Loan Pros 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/wesawyatt/

    40 min
  2. Christine Harrington | 06222026

    22 Jun

    Christine Harrington | 06222026

    Guests: Christine Harrington Host: Randy Chaffee Producer / Director / Co-Host: Wes Wyatt Episode Summary: Guest: Christine Harrington (The Savvy Sales Lady / Sales Coach & Author) Host: Randy Chaffee Producer / Director / Co-Host: Wes Wyatt Episode Summary: Christine shares her 50+ year sales career spanning corporate insurance and road warrior territory, pivoting to sales coaching/training 12 years ago after a transformative crisis: her boss denied time off to be with her hospice-bound father despite having four weeks PTO, forcing Christine to resign on principle and spend his final 10 days together. This career inflection point, combined with her 1992 near-death experience (which revealed consciousness as separable from physical body), propelled her into mindset research and eventually authoring The Seller's Mind Manual. She discovered that 90% of coaching clients believe they have a selling problem (needing new scripts, techniques, magic words) when they actually have mindset problems rooted in sabotaging thought patterns. Christine identifies three salesperson categories: Reactor (emotionally dependent, inconsistent), Manager (willpower-driven, burning out from daily mental resistance), and Designer (habitual structure bypassing feelings, consistent without burnout). The core insight: bodies produce feelings, feelings produce thoughts, thoughts drive actions—hand control to unreliable emotional states and sales collapse. Key Takeaways: Salespeople develop negative brain-wiring through repetition: worry → habit → mood → personality—negativity rewires neural pathways to only seek confirmation of problems, making self-fulfilling prophecy inevitable unless deliberately interrupted through daily positive anchoring.Daily debrief retrains optimism through neuroscience, not affirmations: at day's end, identify one "win" (however small—a compelling email, one good call), attach feeling to it ("that was excellent"), then address one learning gap without self-criticism—repeated daily, this rewires brain from problem-seeking to opportunity-seeking.Post-it note pre-programming bypasses morning worry: write an optimistic thought for the day, place it on the nightstand/phone/alarm so the first sight is a reprogrammed intention rather than anxiety—carrying it throughout the day creates a habitual override of the negative default programming.Growth vs. Fixed mindset determines resilience: Fixed ("I'll never be a top performer") requires no effort but guarantees failure; Growth ("I suck now but will improve through effort") requires effort but opens the trajectory—people float between the two until consciously choosing Growth repeatedly.Protect mindset at organizational cost: "Misery loves company" spreads depression through proximity—coworkers wallowing in negativity during trade shows/office life leak negativity onto even positive people; guard your mind by limiting time with chronic complainers who reject help; leaving a toxic environment entirely may be the only self-preservation option. Resources and Links: Christine Harrington The Savvy Sales Lady 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/wesawyatt/

    56 min
  3. Oakland McCulloch | Best Of #3

    15 Jun

    Oakland McCulloch | Best Of #3

    Guests: Lieutenant Colonel Oakland (Oak) McCulloch (Retired U.S. Army) Host: Randy Chaffee Producer / Director / Co-Host: Wes Wyatt Episode Summary: Oak shares his 23-year active-duty career spanning infantry (5 years) and armored cavalry (18 years), culminating in his service as commander of the Army ROTC program at the University of South Alabama in Mobile before retiring on October 1st. He discusses his leadership philosophy rooted in servant leadership—emphasizing that leadership is a privilege, never about personal titles or pay, but always about developing and caring for people under your command. Oak recounts pivotal leadership moments, including commissioning 62 lieutenants annually, reminding each that "after we pin those bars on your shoulder tomorrow, it will never be about you ever again—it's about the people you lead." He shares his tenure running a food bank covering 52 counties across Mississippi, Alabama, and the Florida Panhandle (starting one month before the BP oil spill), where he reframed employee motivation by reminding staff of their mission's human impact: when a young mother can't feed her two-year-old because the team didn't get the work right, that's the why. His book Leadership Legacy eschews leadership theory entirely, offering practical, everyday actions leaders can implement immediately, with principles applicable across military, business, healthcare, and nonprofit sectors. Key Takeaways: Servant leadership demands "walking around" and daily human connection: leaders must leave their desks, get their own coffee (showing they're no better than anyone), and learn one new personal fact about someone each day—spouse/children's names, sports interests—to build authentic trust.Trust is the non-negotiable foundation of followership: soldiers will follow orders under coercion, but only trust makes them willing to risk lives and exceed minimum requirements—"they will follow you wherever you want to go if they trust you."Purpose and mission supersede compensation in organizational motivation: at the food bank, employees earning low wages stayed late after being reminded that their work prevents mothers from feeding hungry children—money doesn't motivate when purpose is clear.Leadership skills transfer across industries regardless of context: hospital administrator, software company, nonprofit—the principles (integrity, communication, trust, team-building) don't change, only delivery methods adjust to organizational culture.Self-discipline drives success where motivation fails: motivation is unreliable; discipline makes you act when unmotivated—distinguish between external discipline (a leader enforcing it) and self-discipline (internal commitment), which separates achievers from bystanders. Resources and Links: Lieutenant Colonel Oakland (Oak) McCulloch (Retired U.S. Army) https://ltcoakmcculloch.com/ 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/wesawyatt/

    43 min
  4. Lee Salz | Best Of #2

    8 Jun

    Lee Salz | Best Of #2

    Guests: Lee Salz Host: Randy Chaffee Producer / Director / Co-Host: Wes Wyatt Episode Summary: Lee shares his "sales contrarian" philosophy, challenging outdated industry wisdom, and releasing his new book, The First Meeting Differentiator (September 30th), in the acclaimed Differentiator series. He exposes common sales myths: "sales is a numbers game," treating people as numbers (quality beats quantity), "you can prospect too much" (disproven by generic outreach data), and "you're only as good as your last sale" (should be "next sale" for pipeline focus). Lee advocates replacing "discovery meetings" (transactional info-gathering that offers recipients zero value) with "consultations" (implying a mutually meaningful value exchange, like doctor appointments). He introduces empathetic expertise—the ability to make prospects feel "you get me"—as the differentiator separating top performers, illustrated by firing an unlikable but accurate CPA after his father's death due to a lack of emotional sensitivity. Lee teaches storytelling frameworks to combat the forgetting curve (50% retention loss in 24 hours, 10% after one week) and emphasizes pain as an acronym: Problem (requires Action), Inconvenience (Neutral), distinguishing why prospects with complaints don't switch vendors. Key Takeaways: "Discovery meetings" must transform into "consultations": meetings require meaningful value delivery, or prospects won't attend unless in active buy mode—provide free tip sheets, cost-reduction insights, or problem-solving frameworks (meaningfulvalue.com lists 10 options).Empathetic expertise beats product mastery alone: unlikable subject-matter experts close nothing, but salespeople who show "they get me" seem more trustworthy and knowledgeable than they actually are—the sole measure is the "they get me" feeling.Pain acronym (Problem-Action, Inconvenience-Neutral) prevents false pipeline building: complaints and frustrations don't equal buying intent—only problems reaching "willing to invest time/resources/dollars" level drive decision changes.Storytelling over lecturing: features/benefits: jury studies (Law & Order precedent) show "take them on a journey" narrative engagement beats fact recitation—deal-pursuit story portfolios let new hires replicate 20-year veterans' closing approaches."Meaningful value" ends every consultation with a scheduled next interaction: leverage high-energy moments to calendar-lock follow-ups; pencil tentative slots and verify, making cancellation psychologically harder for prospects who like you. Resources and Links: Lee Salz SalesArchitects.com 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/wesawyatt/

    48 min
  5. Adam and Steve Thomas | 06012026

    1 Jun

    Adam and Steve Thomas | 06012026

    Guests: Steve Thomas (President) and Adam Thomas (VP) - RJ Thomas Manufacturing / Pilot Rock Host: Randy Chaffee Producer / Director / Co-Host: Wes Wyatt Episode Summary: Steve and Adam share the three-generation family business story of RJ Thomas Manufacturing, founded in 1959 by depression-era WWII veteran RJ Thomas and his wife Doris in Cherokee, Iowa (northwest corner, 60 miles from Sioux City). Steve, second-generation president raised in the business since high school (starting in 1972), and Adam, third-generation VP and Steve's nephew, who began work around age 14 (circa 2000), explain their evolution from a small welding shop with five employees hand-unloading steel to a 90-person operation with advanced automation and robotics. The company manufactures park equipment under the Pilot Rock brand—grills, picnic tables, fire rings, benches, and custom fabrication for municipal parks and campgrounds nationwide. Two years ago, they purchased Pilot Rock itself (a house-sized historic boulder 15-20 feet high used by pioneers and Native Americans as a navigation landmark, now listed on National Historic Register), anchoring their brand to authentic Americana. They emphasize technology investment without losing their family-first culture, retaining employees for 40+ years, treating non-family staff as family, and collaborating with federal/state customers on product development (including 1,400 PSF snow-load-tested picnic tables for mountain recreation areas). Key Takeaways: Three-generation family business defies statistics: second-generation success rates drop dramatically, third-generation minuscule—RJ Thomas thrives by treating non-family employees as family, competing on culture, not just price.Relationship-first sales model beats transactional, commodity thinking: factory-direct to loyal federal/state customers (50+ years), selective, non-exclusive reps, retail through Lowe's and Amazon—a mix of high-volume bidding (price-competitive) and direct relationships (relationship-competitive).Technology adoption preserves the family feel: automation/robotics reduces manual labor and increases safety while maintaining 50-year employee retention—younger employees see "this place is different" and return after exploring competitors.Customer collaboration drives product innovation: federal snow-load demand led to independent testing, resulting in picnic tables rated at 1,400 PSF (tested at 2.8x the spec requirement)—loss-leader R&D builds a moat competitors can't easily replicate.Lost opportunity cost calculus tips toward existing customer care: losing $500 to fix a long-term customer's problem is cheaper than losing their lifetime value and word-of-mouth referrals—never quantifiable but catastrophic. Resources and Links: Adam Thomas (VP) RJ Thomas Manufacturing / Pilot Rock 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/wesawyatt/

    57 min
  6. Alan Sallee Jr | 05222026

    25 May

    Alan Sallee Jr | 05222026

    Guests: Alan Sallee Jr of Mid South Aluminum Host: Randy Chaffee Producer / Director / Co-Host: Wes Wyatt Episode Summary: Alan shares that Mid South Aluminum, a division of Kripke Enterprises, has specialized in painted aluminum coil for building construction and transportation markets since 1993. Operating from Toledo, Ohio, headquarters with Jackson, Tennessee, coil division, MidSouth maintains over 15 million pounds of inventory across multiple paint line locations nationwide, shipping to every U.S. state except Alaska. Alan reveals aluminum's 30% price increase since January 2025, driven by the Midwest premium skyrocketing to $1.18 (typically $0.20-$0.28) after the bombings at facilities in the UAE and Bahrain eliminated 9% of global supply, compounded by tariff impacts. Despite volatility, MidSouth posted 120% of its budget in Q1 2025 through a relationship-first approach, consignment programs, just-in-time delivery, and flexible stocking solutions, helping customers manage cash flow amid credit limit constraints. Alan credits his father, Alan Sallee Sr., for teaching him the business, emphasizing a "we do what we say" service philosophy and providing solutions rather than transactional selling. Key Takeaways: Aluminum dominates coastal construction due to salt air corrosion resistance: metal roofing panels, soffit/fascia, trim coil wrapping wood, screen frames, gutters/downspouts, ridge vents—coastal areas demand aluminum over steel for longevity.Midwest premium explosion signals market crisis: historically $0.20-$0.28, now $1.18 (up 350% since January 2025) after Middle East facility bombings eliminated 9% global supply—correction depends on war resolution and tariff policy.Stocking programs solve cash-flow crunch: with aluminum prices up 30% year-over-year, credit limits cut customers' buying from 3-4 truckloads to 2-3. MidSouth paints and holds inventory until needed, absorbing carrying costs.Relationships trump specs in commodity markets: all suppliers use the same paint vendors with no proprietary advantage—differentiation comes through solutions (consignment, delivery flexibility, problem-solving), not product claims.One-and-done 40-year warranties reshape demand cycles: homeowners buying aluminum roofs today won't replace them in our lifetime—the COVID-era demand spike robbed future sales, requiring realistic forecasting rather than chasing unsustainable growth. Resources and Links: Alan Sallee Jr: https://www.linkedin.com/in/alan-sallee-jr-1ba06a33/ Mid South Aluminum: https://midsouthalum.com/ 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/wesawyatt/

    41 min
  7. Ben Gay III | 05182026

    18 May

    Ben Gay III | 05182026

    Guests: Ben Gay III, author of the 'The Closers' book series. Host: Randy Chaffee Producer / Director / Co-Host: Wes Wyatt Episode Summary: Ben shares wisdom from his 50+ years in sales and training, including giving 5,000 paid engagements and shaking hands with 2.5 million people across 300+ talks annually at his peak (including 33 talks in 33 cities over 11 days). He and Randy explore the philosophy behind The Closers series warning label ("not for beginners")—designed after shocked readers called, saying they "shut their office door" because the content gave them "an unfair advantage" exposing unspoken sales realities. Ben reveals his mentor Napoleon Hill's three-lesson core from working together: integrity (stop being "fast and loose with truth"), focus (quit chasing shiny objects), and action (the "deep dark secret" of Think and Grow Rich, written as a sales training manual, not mystical philosophy). The conversation covers Ben's 86% closing rate over 100,000 face-to-face presentations, learning more from 14,000 "no's" than yeses, meeting interesting people (Charlie Manson nine hours over three visits, Sally Stanford the San Francisco madam, all 12 men who walked on the moon), and his signature close: "Randy, based on what you've told me, here's what I suggest we do"—positioning himself as team member solving mutual problems, not "evil salesperson." Key Takeaways: Sell quality products or bust: selling junk (Yugo example) requires "getting a gun and threatening children"—no technique compensates for inferior products, making success impossible and miserable regardless of closing skills.Know-Like-Trust-Feel Safe (KLTS framework): people buy from those they know, like, trust, AND with whom they feel safe - develop all four in 5-10 minutes through skill, not 50 years of relationship history.Napoleon Hill's secret trilogy: integrity over "fast and loose" shortcuts, focus over shiny-object-chasing, and ACTION over philosophical navel-gazing—Think and Grow Rich is a sales training manual, not mystical deep philosophy to decode."I AM" not "I will be": claim goals in the present tense (I am rich, I am making this sale) versus hoping/wishing for future outcomes—Ben designed his current house 30 years ago by acting as if he already owned it.86% close rate through atmospheric pressure sensing: feel when prospects decide to buy before they know it themselves (like feeling the door open behind you, changing room pressure)—start writing orders mentally/physically when you sense the shift, using assumptive "we" language that infiltrates their team. Resources and Links: Ben Gay III https://www.linkedin.com/in/bengayiii/ 'The Closers' Book Series: https://www.ebay.com/str/ronzonebooks 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/wesawyatt/

    1hr 11min
  8. Gary Reichert | 05112026

    11 May

    Gary Reichert | 05112026

    Guests: Gary Reichert of Shield Wall Media Host: Randy Chaffee Producer / Director / Co-Host: Wes Wyatt Episode Summary: Gary shares Shield Wall Media's success with the Max the Malamute children's book series—Max Builds a Metal Roof, selling 5,000 copies in the first printing; Max Builds a Pole Barn, launching at NFBA; and Max Builds a Barn Dominium, one-third complete. He reveals the educational mission: getting kids interested in construction trades through books grandfathers read to grandkids, with technical accuracy (underlayment runs in the correct direction) that won't annoy professionals, ending each story with Max enjoying family time (fishing, board games). Gary explains the sponsor model: $5,000 buys 1,000 books ($5 each vs. $12.95 retail)—vendors distribute boxes of 40 to dealers as relationship-builders, with school districts developing lesson plans for kindergarten/first grade. The conversation covers Post-Frame Builder Show (June 10-11, York, PA) philosophy: intentionally small attendance ensuring quality time between decision-makers without standing behind "six people who aren't even suspects," unlimited free exhibitor passes, $50 admission entirely donated to charity (Team Rubicon, Hurricane Helene tiny houses for 120-150 families), and food value exceeding admission cost. Key Takeaways: Max books solve the labor pipeline problem at the kindergarten level: construction-accurate children's stories (underlayment directions, proper techniques) inspire the next generation, while grandfathers bond with grandkids over family-oriented trade education.$5,000 sponsorship = 1,000 books at a deep discount: vendors distribute 40-book boxes to dealers as grassroots relationship-building rather than transactional "500 widgets at $200 each"—off-balance-sheet marketing that creates personal connections.Intentionally small shows prioritize quality over quantity: weed out people "who aren't even suspects" so exhibitors talk to decision-makers ("people signing front of checks") without wasting time in lines at mega-shows.All attendance revenue goes to charity; food exceeds admission: a $50 ticket delivers $50+ worth of food; unlimited free exhibitor passes available; door proceeds fund Hurricane Helene tiny houses (120-150 families), Team Rubicon, and flood relief—not "pocket change to Red Cross."Gary's cell phone published in magazines: direct accessibility—CEO answers cancellation requests, complaints, praise while driving between appointments because "that's the way our industries should be." Resources and Links: Max Builds a Metal Roof (5,000 first printing sold out, second printing available) Max Builds a Pole Barn (launched at NFBA) Max Builds a Barn Dominium (one-third complete) Post-Frame Builder Show - June 10-11, 2026, York, Pennsylvania York Fairgrounds Convention Center (free parking, hotels within 1 mile) Construction Roll Forming Show - September, Gatlinburg, Tennessee Email: gary@shieldwallmedia.com (cell phone published in magazines) https://postframebuildershow.com Charities supported: Team Rubicon, Hurricane Helene tiny houses (Sam Byler/Shed Haulers Brotherhood), local chambers. Resources and Links: Gary Reichert: https://www.linkedin.com/in/gary-reichert-35826515/ Shield Wall Media: https://shieldwallmedia.com 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/wesawyatt/

    29 min
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About

Weekly live sales-oriented audio/video podcast directed toward the sales, marketing, roofing, and post-frame building industry.

Information

  • Creator
    Randy Chaffee
  • Years Active
    2025 - 2026
  • Episodes
    185
  • Rating
    Explicit
  • Copyright
    © 2025 Building Wins LIVE!
  • Show Website
    Building Wins LIVE!