How education and relationships are at the CORE of this company

By Jesse Sanchez. 

A philosophy built on education, trust and hands-on knowledge powers evolution. 

As BITEC prepares to celebrate 40 years in the commercial roofing industry, Vice President of Sales Shane Millwood offers a look into what’s fueling the company’s momentum, and it goes far beyond product specs. In this Roofing Road Trips® podcast, Shane shares how BITEC is fostering deeper contractor relationships and reshaping its internal culture to meet the demands of a changing roofing landscape. Shane makes it clear that relationships and education are what truly drive lasting success. 

“There are infinite ways to educate yourself and become a better version of whatever you’re trying to do,” Shane said, referring to how his team learns. “You do it through conversation, you do it through listening in those conversations, you do it through watching a contractor do their job, you do it through our training.” That focus on learning is baked into what he calls the company's “CORE disciplines” — an acronym for Confidence = Organization, Relationships and Education. Shane expresses that BITEC reps aren’t just selling roofing products. They’re spending time on job sites, understanding contractor operations and adapting their solutions accordingly. 

“I believe if you’re organized, you build your relationships successfully and you are getting educated. It gives you the confidence you need to go do your job every single day and do it well,” he explained. Education at BITEC isn’t just internal. The team works to pass that knowledge on to contractors, not just about products, but about lifecycle costing, installation processes and system longevity. That includes hands-on trainings at BITEC HQ, like the recent sessions in Arkansas, where reps learned how to install self-adhered and torch-applied roofs and even got acquainted with BITEC’s own fastener line, Imperfast™. 

When asked how to get started with BITEC, Shane’s answer reflected the company’s accessibility: “Use our website. If you just want to call me direct, I’ll take the call and then I’ll get you with the right person. We are here to be accessible, we want to be found, we are not hiding. ”  

Read the transcript or Listen to the podcast to learn more about how relationships and education continue to help BITEC evolve!