Leading with relationships in a changing roofing industry

By Jesse Sanchez.

A focus on relationship-driven sales is reshaping how this manufacturer stays competitive.

In the world of commercial roofing, product innovation often grabs the spotlight. But in this Roofing Road Trips®, Shane Millwood, vice president of sales at BITEC, makes a compelling case for putting relationships, not just products, at the center of long-term success.

“People buy from people that they trust,” Shane said. “Whether it’s product advisors or design advisors, when you build a solid foundational relationship, ultimately the opportunity will arise more often than not that you get a chance at something because they trust you.”

That philosophy of trust and connection threads through the heart of BITEC’s approach. While BITEC will mark its 40th anniversary next year, the company is not resting on legacy alone. Under the leadership of CEO Joel Sheeley, BITEC has repositioned itself with what Shane calls “BITEC 3.0.” A new chapter of focus, specialization and contractor-driven collaboration.

BITEC, historically known for modified bitumen and high-temperature underlayment, has expanded into new product categories, guided largely by contractor feedback. “We just launched a product recently for emergency repairs that contractors have been asking for, for a long time,” Shane revealed. Another innovation was a shift to a two-square base sheet, based on contractor input: “We listened and now we offer a reduced thickness. Our two square base sheet for modified roofing.”

But this evolution isn’t just about responding to technical needs. For Shane, it’s about values. He said, “I believe that if we do what we say when we say it, we’re honest and we say when we’ve messed up as well. I believe that that's leading.”

Shane's emphasis on active listening — “two ears, one mouth” — is not just a sales strategy but a cultural touchstone for his team. As Shane stated, “Our team’s directive is to go build relationships, trusted relationships, with contractors every single day.”

Read the transcript or Listen to the podcast to learn more about how BITEC is positioning itself for the future, including a look at emerging product lines and evolving industry demands!