What are you doing to address the knowledge gaps that may be holding you back from reaching the next level?
“Shed school is in session!”
But wait—who is the teacher? That may depend on our perspective. I can remember attending Sunday School in my 20s, where the teacher had us work through a “Christian Point of View” workbook. This is important because I want to examine our industry through various lenses.
DEALERS
Let’s start with the dealer. What kind of dealer are you? Are you commission-only, operating on consignment, or do you purchase your inventory for resale? Are you a W2 employee, a 1099 contractor, or perhaps a hybrid of both? Do you sell for a large manufacturer, a small one, or are you the owner who manufactures and sells your own products? Is this just a job for you, a career, or a hobby on the side?
Regardless of your situation, once you enter the shed life, you quickly realize that, like any other industry, continuing education occurs both intentionally and sometimes organically through experience.
So, how much do we know? And how much should we know? These are rhetorical questions.
Let’s begin with product knowledge. I believe it is imperative for salespeople to delve into the details. Many successful sales professionals possess extensive product knowledge. Sure, when you first enter the industry, you may feel as clueless as your customers about concepts such as double top plates, 16-inch on-center framing, the differences in metal profiles and gauges, and various flooring and siding options. The depth of knowledge you can acquire is immense, but it’s essential to remember that overwhelming customers with too much information can lead them to feel lost amid the details.
As I mentioned to a friend during a recent call, effective salespeople ask questions. These questions are designed to uncover information that helps solve the customer’s needs.
Customers are often seeking clarity on quality, the products used, customization options, pricing, payment options, delivery times, and logistics. I told my friend that questions serve many purposes, but the two types I find most useful in sales are gathering information to be helpful and provoking thought.
If you are dazzling your customers with a wealth of well-researched product knowledge, it may not be that they don’t care or want to know; rather, it’s about sharing that information at the right time. Allow them to ask questions, which will open the door for you to shine, demonstrating that you genuinely care about their needs.
The thought-provoking question I pose to all shed sellers is this: What are you doing to influence the types of products you offer? Are you actively listening to customers and tracking their feedback to bring valuable insights to the attention of the owners, builders, and procurement agents in your respective companies?
MANUFACTURERS
Now, let’s consider the manufacturer’s perspective. This viewpoint can vary greatly depending on size, ownership structure, and other factors. Can everyone scale? Is it a lack of knowledge holding you back? Or do you prefer to stay small, avoiding difficult conversations about growth?
Building sheds is straightforward, right? Yet, we often see companies that reach $2.5 million in sales per year plateau. Some companies aim for more, while others do not. Which category do you fall into? This pattern can be observed at $10 million, $50 million, and beyond. What makes the difference? Beyond contentment or a lack of desire to grow, knowledge is often the only barrier. Cost may be a concern, but with the right knowledge, you can navigate that challenge.
Having good business acumen, experience, and connections is important, but at the end of the day, education is the key. So, I challenge you again: What are you doing to address the knowledge gaps that may be holding you back from reaching the next level?
I’ve encountered my fair share of challenges. Recently, I told a friend in the shed industry, “I’m used to preparing for failure; that seems more common. I would have never imagined the burden that comes with preparing for success.” This is a conversation I often have with clients.
Their request? “We want to double our sales this year.” My first question is, “Do you really?” Even if we could help you achieve that, have you considered the burden that would place on your builders? Do you have the space, labor, and financial resources to accommodate that growth? If so, can your vendors meet the increased demand? Progress is great, but it comes with its own set of challenges. Are you seeking the knowledge necessary to grow steadily while maintaining quality, customer service, and lead times?
The old saying goes, “An ounce of prevention is worth a pound of cure.”
HAULERS
Let’s examine one more perspective, that of the shed hauler. They are arguably the hardest-working individuals in our industry—the last face most customers see, aside from anyone providing post-sale service.
What does acquiring knowledge in the shed-hauling landscape look like? Just take a look at the shed haulers’ private Facebook group. There are hundreds, if not thousands, of questions about logistics, pricing, and best practices spanning back five years or more.
There are events specifically catered to shed haulers, including BBQ gatherings across the country and a national event held every 18 months, drawing hundreds together to engage in friendly competition while fostering a spirit of cooperation. These events offer opportunities to learn, educate, and connect. Vendors often attend to share troubleshooting tips, expand communication, and provide additional support.
My key takeaway is that education is essential. Knowledge of how to deliver best-in-class service or products is what separates the rest from the best. But don’t be discouraged if you’re still figuring things out—we all are. In fact, the first to fail is often the first in line for success. The best baseball players in the world fail seven out of ten times yet still end up in the Hall of Fame.
Failure is a part of success, and a willingness to learn and seek opportunities for growth is the key. Our tagline at the Shed Geek Podcast is “Education through Entertainment.” It reflects my journey from a place of ignorance, where I thought I knew it all, to realizing the vastness of what I still have to learn. That’s why I surround myself with knowledgeable individuals from whom I learn daily.
Education is a continuous process. Whether you are a shed sales professional, a manufacturing expert, or a shed hauler, events like the Shed Builder Expo, the Shed Sales Summit, NSRA, Shed Haulers Bash, and resources such as magazines, webinars, podcasts, books, and seminars are all vital tools in your ongoing quest for knowledge. I have learned so much from all of you simply by remaining inquisitive and curious.
I wish you the best in your pursuit of professionalism through learning—after all, we have some of the best in the business dedicated to this endeavor.
I have a sign in my office that reads, “If you are not willing to learn, no one can help you. If you are determined to learn, no one can stop you.” Here’s to expanding our shed knowledge and achieving greater success as we pursue education in 2025!
