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Scaling Operations With Flexibility and Trust | Steve Salisbury, Hoff Companies

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What if the fastest way to scale a factory starts with a backyard barbecue? We sit down with Steve Salisbury, Director of Technology at Hoff Companies, to explore how real relationships, flexible thinking, and relentless execution fuel growth across the door and window industry. From ERP implementations and VoIP rollouts to doubling a facility and adding new glass lines, Steve shows how to turn messy change into a working system people trust.

We dig into how belief, flexibility, and real relationships drive progress in the door and window industry, tracing Steve’s journey from accounting and software implementations to scaling Western Window’s operations. Hoff’s century-long pivots show why evolving beats standing still, and why authentic leadership makes change stick.

Topics covered:
• Ownership mindset balanced with humility
• Hoff history from sawmills to millwork to windows
• Consolidating IT systems and moving to VoIP
• Choosing and implementing ERP and configuration software
• Building trust through genuine relationships and hospitality
• Skills for the next generation: flexibility and organization
• Authentic leadership and leading by example
• Why nothing is ever finished and why that’s good

If you enjoyed today's conversation, be sure to subscribe on your favorite podcast platforms and follow Paradigm on LinkedIn and YouTube to catch more stories, insights, and ideas from your peers across our industry

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Steve Salisbury:

No matter what you do, there's always change. So you gotta be flexible and you gotta be willing to to take that on. And you've got to know that nothing's ever finished. Because if everything's finished, so are you. I mean, then you're done, right? You gotta work like it's your business, but you can't pretend it's your business.

John Wheeler:

Belief in the company that you work for and the mission that you're doing. Choices, you know, here and there, but I believe in the direction that we're going.

Steve Salisbury:

But you aren't anywhere for 18 years if you don't believe in what they're doing. I mean I don't know how you could be. I couldn't be. You have to believe in what you do, right? And if you believe in what you do or what you're doing, people will follow, right? You gotta be you every day.

John Wheeler:

Welcome to the Paradigm Industry Incenters Podcast, where real people share real stories about what's happening with doors, windows, mildwork, and life. I'm Jim Wheeler, and along with my co-host, we sit down with your peers who are moving our industry forward. These are honest conversations packed with practical insights and lessons you can take and bring value to your team. Here's today's conversation. Welcome to the Paradigm Industry Insiders Podcast, where we share the stories of the people and the products and the technology of the door and window industry. I'm joined today by Steve from Hoff Companies. Um Steve, I'll let you introduce yourself.

Steve Salisbury:

Uh Steve Salisbury, Hoff Companies, um, Western Window, Napoleon.

John Wheeler:

We've known each other for for a couple years. I think I think we have a lot of similarities to to your current role and things that I've done in the past, but also kind of now, right? Wearing multiple hats. Um the industry's really full of of Swiss Army knives. And I would I that's how I would describe you doing all sorts of things. How describe to me or tell me about how your your role has evolved over the years and kind of the journey you took from I have an accounting degree from Boise State University, so that set me up late 1990s.

Steve Salisbury:

Uh I uh started working for a software company called uh Produce. Um and uh I became uh support and implementation manager and I did several implementations going out and around. Before I left that company, Hoff acquired it. And uh one of one of the guys from the Hof who became our general manager. Then I I left to work for a customer in Las Vegas for three years. Got out of there as quick as quick as I could.

John Wheeler:

Did you care for Las Vegas?

Steve Salisbury:

Well, it was fine, but uh it worked it worked for what we needed, but um uh it wasn't gonna be good to bring up children. So anyway, um so we moved back and um I opened up my own business. Uh I actually had a self-served dog wash business. It was going fine. And then uh one day the owner of Hoff, uh, he and his wife brought their dog in to wash and I recognized him and I just asked if Leon Brook is still working there. He said, Oh yeah. So I said, just say hi to him for me. He said, Okay, that's good. And then um about uh four years later I got a phone call to come work for him. Uh they were implementing their new ERP system, uh web-based uh ERP system. So they wanted me to get uh come back and help with that, knowing that I'd done implementations. So I decided to come back and um since then uh it just it evolved to I did the implementation, I did hardware, I did software, I was in charge of phones, I was in charge of internet. Um yeah, so I did three implementations simultaneously for the software. Worked with that, then um what was it, two years ago they uh sold the trimcos and um I helped the company that bought it, I helped them get everything switched over to them and uh so I've been on both sides of that. So then I went over to Western to work with the uh on the vinyl plant to just kind of help with um procedures and policies and whatever and see how I could help out. Uh and then it became apparent that we needed new software. I helped uh gather different people to get come and talk to, and uh Paradigm was one. And uh we chose Paradigm and uh been going down that road. We're done with our implementation of our Omni side. So now we're looking forward to get the uh nexus going.

John Wheeler:

Awesome. So the one of the things that you talked about, you know, the the owner of Hoff came into the the dog wash thing, and it was four years after that, but you had a previous relationship with them. You know, one of the things that I think makes this industry special is the it's almost like a family vibe, right? The you got the the relationships that you make matter, and that's with your customers, that's with your suppliers, that's with people that you might compete and cooperate with. You know, talk about the the relationships that you've you've built and been a part of in the in the industry.

Steve Salisbury:

Yeah, well, when I was doing implementations, you know, I went all over the country and held him back. And uh it was, you know, it was good. It was um you meet a lot of different people. Um, but I found that when I went and did those, I'd went by myself and in the evenings they would just all go home. And I'd just be at the hotel. And one time in Galveston, Texas, the owner he was getting ready to go home. He said, You're at the hotel, right? I said, Yes. And he said, Well, when you get back, get your food on the way back, go in the door, lock the door, and don't open it until you're leaving the next day. Anybody knocks on that door, don't answer it. Because I was a mile away from the door from the border. So I was like, Oh, yeah, that's comforting for tonight. Um, that'll make me sleep well. Thank you. But I just I just found that it's you know, it is about relationships, and I tried to get to know people, you know, more personally than just going and doing their their um software and then leaving. I I I like to get to know them and their people. So, like when you guys came and we did the discovery, uh, there was a team of what, seven of you, I think, at the time. And then there was five of us from our office, and I just invited everybody over for the barbecue. Your house. Yeah, my house, but my backyard. I had barbecue, we had some beer, and we had we got a little bar there, and I just thought that was great to get to know people away from the job. Yeah, right, and get to know really about them and about their families. And yeah, I just think you can talk a little easier that way. And rather than go to eat, I just thought we'd you know, just do it at the house. And then when they came back for the Nexus Discovery, we did it again. Um that's the one I was a part of. I oh yeah, you came the second time, that's right. Um, and so I just I asked them if they want to do it again. They said, sure. So um they and uh it was you know, it's it's great to see the area, and I know they want to go and look around, but you know, just one evening over at the house to get to know each other. And I think I think it helps break a couple of barriers, you get to know each other better. Yeah, and I think if you know somebody better, you can, you know, it's a better working relationship.

John Wheeler:

I think you you care more also, right? Because then you it's on a whole other level. And I was telling, telling the group, not that they didn't know this, but we're you know, we're we're driving to your house and uh it wasn't the shortest drive, but we're we're driving, driving out to your house, you know, through the farmland and stuff. And I was like, there's not a better industry than than this one, right? What other industry have you ever been a part of where somebody invited you to a barbecue or like fajitas in their backyard, and we show up and uh you know Charlie's driving his like old F-150, whatever that thing is, pick but yes, F-150 truck, yeah. And I'm I'm all excited to talk dirt bikes with him because there's a five-gallon like race can in the back of the thing, and I'm like, hey, tell me about the like what are you what are you riding out there? He's like, Oh no, the gas gauge in my truck is broken.

Steve Salisbury:

I have to get that.

John Wheeler:

Yeah, so I got the can in the back just in case. And I'm like, your last name's Hoff. Like, what are you talking about, dude? It's such a great thing. Like, we're having you know, beers and fajitas in your backyard with your wife and dogs and like gas can in the back of Charlie's truck. It doesn't get better than that. You know, it's not not just about uh you know the the transactions and things.

Steve Salisbury:

Yeah, it's just yeah, it just gets you just get to know people and you can have a little better relationship, I think.

John Wheeler:

You know, you think of if I go to to Hoff Company's website, not the the Western or any of the other ones, but like Hoff Companies, and you look at that that history, you know, you've been around around Hoff for a long time. You know, talk about the history and the market and the different businesses and evolutions that that they've done in their past, and then kind of talk a little bit about the the future and what you're excited about.

Steve Salisbury:

Uh yeah, so yeah, they started in 1910 um with a sawmill. And um they've had a couple different sawmills, I believe, and then uh it it evolved to making their own millwork. And so that's where Trimco Millwork came from, and they would sell their own millwork, and then you know, as the industry changed and you could almost buy it cheaper and you could cut it down and make it yourself. So they just went into that and um so they had trimcombworks for oh several years. I was you know heavily involved in the software side for that and um support. And I would go out to the different locations, you know, uh quarterly. So I'd um go out to Salt Lake and Denver twice a year, um, and just got to know those people. And the the industry started after COVID, I think it kind of got squeezed a little bit. And the littler companies, I feel like they it got to a point where you had to grow or die. I think I don't know that Trimco would have ever really died, but it was um if you didn't grow, you were kind of stagnant and uh yeah. So they they looked to sell it and which kind of surprised me, but they did and it it sold. Woodgrade bought it, and we sp I helped them for a year to get out of that. And then um now with the with the windows, we're trying to ramp up the window plant with you know, they've invested a lot of money over there. They have a lot of new equipment, very exciting with the new new equipment, um, a lot of new people and um new software. We're gonna hit the ground running some one of these days and that new building too, double the size of the building. Yeah, double the size of the building. So yeah, they're yeah, it's it's a big building. We got several different glass lines, and so um, yeah, so we're gonna try to ramp up the daily count there and get get those sold and get it, get them out the door and get the western windows across the west.

John Wheeler:

Cool. And it's one of those, you know, we I I had uh a couple other conversations earlier earlier this week where you know you you talk about, and you're certainly a a a result of this, I think, is I can't gets replaced by like I can't yet. Because like, you know, the oh we we need a new phone system. Like, I don't know what the hell I'm doing with that. But like Yeah.

Steve Salisbury:

So yeah, I mean it all just kind of fell in my lap. Um, you know, with with the several different locations at one time we had five different locations, and when I took over, everybody had their own phone contract and internet contract. And I just thought this, you know, just trying to keep track of them and knowing who to call when something was down, it just got to be pain. I just said, you know what? Um, I'm gonna bring them all together. Brought them all together into one contract for the phone, one contract for the internet, and just tried to get it, you know, somewhere I could control it a little bit as far as costs and just knowing how to maintain it. And then uh not too long ago, we we went to the complete uh company wide, we went with uh VoIP, a VoIP phone system um and uh got that implemented. And um so yeah, it just kind of yeah, things just fell in my lap and said, you know, it's like what are we gonna do here? I said, well, I don't know, we'll we'll figure it out, I guess. And we did. So it's all yeah, it's been good.

John Wheeler:

Seems like you never say no to anything. Just say that's a how high kind of thing.

Steve Salisbury:

Yeah, I mean, I'm it's you know, um, I'm I'm kind of old school, so I guess if my boss says that's what we're gonna do, then that's what we do, and we gotta we make it work.

John Wheeler:

You gotta figure it out.

Steve Salisbury:

Yeah, so it's not always my decision, but it is what it is. Um, the previous software we had when it was chosen nine years ago wasn't necessarily my choice. But I was outvoted by the CFO and CFO and the general manager at the time, which is fine. Uh they went with one they they thought, and then eventually um now here we are getting out of that and into a new one.

John Wheeler:

So it's cool though, because you know, a lot of people get their get their feelings hurt when if they're not involved in the decision, or yeah, I'm gonna do it, but I'm not gonna, you know, I'm not m maybe not in it with both feet, but I'd talking to our team, talking about you, and I think you're behind the scenes, you'll never take credit for any of that sort of stuff. But I think you know, you kind of jump in with both feet and just do it. If we're if I'm going to be doing this, I'm gonna do it.

Steve Salisbury:

Yeah, I mean, if you're gonna do it, you might as well do it right. I mean, I'm not one to do anything half-assed. If you're gonna do it, there you gotta have some pride and just do it. And like I said, you're not gonna you're not gonna agree with every every decision ever made. Yeah. But it's not my company to make the decisions. So my job is to do whatever I get asked to do. So whatever that is, that's what it is. And the day I don't like what it is, then I do something different, I guess, right? So but until then, you know, I just I go to work every day and make it the best day it can be. And some days are better than others, but you know, that's the way it goes.

John Wheeler:

I think you're in your the twilight of your career. Not not calling it old. I would never I would never do that. But I will. You you got you know, you have guys like Jesse, kind of your your right hand guy. Um, you know, he's here at the show with you. You know, he's gonna be coming up and filling shoes in other at other companies. People are filling those those shoes as people are retiring. Um, you know, what do you see as the biggest challenge or what skills do those people like Jesse need that are gonna kind of come in and be the new guard?

Steve Salisbury:

For me, it's been about uh you know, relationships, right? Um, it's about um being flexible because there's always gonna be change. No matter what you do, there's always change. Just after you get new software, then it changes, right? Something changes. So you gotta be flexible and you gotta be willing to to take that on. And you've got to know that nothing's ever finished. Because if everything's finished, so are you. I mean, it then you're done, right? Yeah. I mean, you don't need anything else, then you then you're done. Yep. So flexibility, um, being able to schedule things and keeping things organized, I think is a is a huge thing. One of the hardest ones. Yeah, it's it's not it's not easy. And and you know, I haven't managed a lot of people, but I just try to be, you know, I try to be a good example, and and I think, you know, Jesse's picking up and he's uh I got some great help. He's he he knows it better than I do. He knows the winter window business better than I he's been in it 20 years. So um, yeah, I mean they're in good hands. And it's it's it's it's uh one of those things that I keep telling him, I said, you know, we're gonna make this software so good that you won't need me, right? You don't need me anymore. And um, you know, we'll see if we if that happens. But yeah, just flexibility, being a gumby, right? You gotta you gotta be a gumby, you gotta you gotta you gotta be flexible in all different all different ways. You gotta bite your lip sometimes, you gotta just do what they say, and you and then some days you can grumble when they turn their back or whatever, but you still gotta do it.

John Wheeler:

Right.

Steve Salisbury:

And so it just, you know, you can't you can't try to pretend you gotta work like it's your business, but you can't pretend it's your business.

John Wheeler:

That's interesting. Work work like it's your business, because it's that also is um I've heard you say the belief in the company that you work for and the mission that you're doing. Choices, you know, here and there you're you're going kind of a little bit like this, but I believe in the direction that we're going to do.

Steve Salisbury:

And you have to. I mean, you I I think you aren't anywhere for 18 years or 20 years if if you don't believe in what they're doing. I mean, if I don't know how you could be. Um, I couldn't be. So I mean, uh it's just um Hoff has gone a lot, a lot of different directions, and they're you know, they're in um real estate, um, we're in um agriculture or or um forestry. And um so they did they've done some uh subdivision development. Um buy commercial buildings. Um so they're they're doing you know, they're they're they're doing what businesses do and they they evolve, right? Because if you don't, you die. So they're doing what they can and they're you know, they're big investment at the western window, and I want to be part of that and I want to get it to grow and and see what happens after that.

John Wheeler:

But you can go drive your car and ride your bicycles around. Yeah.

Steve Salisbury:

I can go do make some more craft beers. Yeah, drink some more calf beer and drive the car and motorcycle and have a good day.

John Wheeler:

Yeah, that uh that's cool. I think that you know, you you said a a couple things, you know, it's the determination to get things done. Um you know, there's always gonna be change, being flexible. Gumby is a thing for anyone that that's younger, you're gonna have to Google what that is.

Steve Salisbury:

Google the green gumby guy.

John Wheeler:

Yeah, I don't think that's gonna land for anyone that's any younger than I am. Um But I think one of the one of the things that you've said is learn how others operate, whether that's your team, your customers, or whatever, by learning how other people other people operate so that you can be a team to do all the things that you talked about with accomplishing the mission. Um leading by example is one thing that you mentioned, but you know, how what other advice would you have for listening to people taking their their things but also trying to get things done?

Steve Salisbury:

Well, I think like I said, you have to believe in what you do, right? And if you believe in what you do or what you're doing, um I think your your personality, how you act, um just you know, people will people will follow, right? Or yeah, I think I think you just gotta, you know, just gotta be you gotta be you every day, right? You can't can't be one guy one day and a different guy the next day. I just don't I don't think that works. Um and I think you wanna be, you know, just you know, everybody's got quirks and I've I've definitely got them, but people know me, right? And and I don't I don't I don't put up a facade and I am who I am and I'm I'm like this at work and I'm at this when we're out having beer. I don't I don't change. Probably why I don't own a company, I'm not a CEO, but it's all good. It's okay.

John Wheeler:

That's why I was I was giggling. You know, one of the things this has been a challenge for me to like you know be on on this side of the this chair, whatever, whatever you want to say, but it's giving context is funny, but you know, you nailed it because you you are the same person, and you never have to guess what what Steve is thinking, because if something doesn't smell right, you're gonna say it instantly.

Steve Salisbury:

Yeah, I mean I mean yeah, I've learned that I and it's I guess that's part of uh getting on and being grumpy, right? Because you you you tend to call BS what BS is, right? And you're just like whatever. You know, you and you don't you've learned that it doesn't matter. If it doesn't matter to you, it doesn't matter. It is what it is, and it's just noise. If it does matter to you, then you do something about it, right? But in business, you have to there's a lot of give and take. I mean, nothing's perfect, there's no perfect job. Uh yours is probably close, but there's no perfect job. And um, you know, it's just uh, you know, I I like what I do, or I wouldn't I wouldn't have done it for 18 years, right? Uh there are days that I don't, but that would be true if I was president of the United States too.

John Wheeler:

Uh that's not a job I would ever want. Yeah, that's that's too many people.

Steve Salisbury:

That was probably that's probably a reach too.

John Wheeler:

Cool. Well, Steve, I appreciate it. Um, you know, I can't wait to uh to get some more Steve isms and uh yeah, see how everything how everything continues. So thanks for being on.

Steve Salisbury:

Yeah, it's good. Good to be back. So, you know, um we fly back, and so hopefully, you know, it when you're on an airplane, one thing to remember is it doesn't have to be your day. As long as it's not the pilot's day, you're okay. Right?

John Wheeler:

That's a perfect Stevism.

Steve Salisbury:

So yeah, I mean it might not be my day, but if it's a if it's the pilot's, I picked you I picked the wrong pilot. You don't want to be on you don't want to be on that one. Yeah, anyway. So yeah, we look forward to working with the team and getting it done. Can't wait to see the end end uh product.

John Wheeler:

Maybe we can finally retire.

Steve Salisbury:

Uh yeah.

John Wheeler:

Cool someday. All right. Well, thanks again. Yeah, see y'all. Thank you. Thanks for joining us on the Paradigm Industry Insiders podcast. If you enjoyed today's conversation, be sure to subscribe on your favorite podcast platforms and follow Paradigm on LinkedIn and YouTube to catch more stories, insights, and ideas from your peers across our industry. See y'all.

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