Heavy Hitters - Built to Last: Strategic Insights from the Trenches of Big Industry

How a Marine Veteran Turned Wrenches into a Multi-Million Dollar Support Empire

What if your service department became your most profitable asset? How much revenue is lost to non-billable work? And what if 210% growth came down to tracking every hour? In this episode of Heavy Hitters, host Jay Lucas sits down with John Dowling, Marine Corps veteran, former director of product support, and founder of Service by the Boxes. John shares his remarkable journey from turning wrenches in the Corps to helping a dealer group with 10 stores explode from $44 million to $127 million in just six years, with product support revenue soaring over 200 percent. The conversation dives deep into the hard lessons of leadership: why promoting a technician to service manager often fails without proper off site mentoring, how treating technician hours as your most valuable asset changes everything, and why most service managers have no idea how to read a profit and loss statement. John pulls no punches on the critical need for clean data, departmentalized financials, and daily accountability systems. He also reveals why owners must cast a long term vision, and why what you celebrate and tolerate is your culture. Packed with actionable insights on work in progress reports, parts management, and avoiding the insanity of doing the same thing and expecting different results, this episode is a powerful guide for any dealer ready to stop chasing sales and start building a profitable, scalable service operation. If you are looking to tighten up operations, improve profitability, and build a service department that actually drives growth, this episode offers a straightforward look at what works and what does not. Key Takeaways * Why service and parts, not equipment sales, drive long-term profitability * How inaccurate data makes effective decision-making impossible * The importance of structuring your P&L as a true management tool * Why every technician hour must be tracked and accounted for * How poor parts management creates ripple effects across the business * Why customers care more about uptime than brand, price, or features * The danger of solving problems at the surface instead of the root cause * How process discipline outperforms talent in the long run * Why technician time is the most valuable asset in a dealership * The leadership mindset required to scale operations effectively In This Episode: * [00:00] Introduction to John Dowling and his journey * [02:36] From Marine Corps to product support leadership * [05:25] The importance of mentorship and coaching * [15:20] Building structure in a dysfunctional environment * [30:43] Achieving remarkable growth at Washington County Tractor * [34:47] The importance of leadership and long-term vision * [39:09] Creating effective scorecards for visibility * [44:44] Understanding P&L and its impact on business * [49:04] Financial acumen in service management * [54:46] The role of accurate data in profitability * [01:07:00] Cultivating a culture of continuous improvement * [01:09:55] Understanding profitability in service departments * [01:12:50] Mission and vision of service by the boxes * [01:14:46] The importance of accountability in business * [01:22:47] Maximizing technician hours for profit * [01:27:04] Cultural shifts in service departments * [01:36:51] How to connect with John Dowling and Service by the Boxes Our Guest John Dowling is a Marine Corps veteran, product support leader, and founder of Service by the Boxes. With over two decades of experience across heavy equipment dealerships and OEMs, he has built and led high-performing service and parts operations that drive real profitability. Today, he works with organizations to bring clarity, discipline, and structure to their operations—helping them move from reactive problem-solving to scalable, repeatable success. Resources and Links Heavy Hitters Podcast * Link [https://podcasts.apple.com/ca/podcast/heavy-hitters-built-to-last-strategic-insights-from/id1847968841] Jay Lucas * Website [https://reputablerecruiting.com/] * Linkedin [https://www.linkedin.com/in/jaylucas/] John Dowling * Phone: +1 979-337-4339 * Email: john@servicebytheboxes.com [john@servicebytheboxes.com] * Website: servicebytheboxes.com [http://servicebytheboxes.com] * LinkedIn: John Dowling [https://www.linkedin.com/in/john-dowling1775] * YouTube: Service by the Boxes channel [https://www.youtube.com/@servicebytheboxes]

The Hitachi-Deere Divorce: A Once-in-a-Generation Transition

What does it take to untangle a decades-long joint venture, build a dealer network from scratch, and re-establish a global brand’s independent presence in North America, all in under two years? In this episode of Heavy Hitters, host Jay Lucas sits down with Alan Quinn, a senior executive who was at the center of one of the most complex business transitions the heavy equipment industry has ever seen: the dissolution of the Deere-Hitachi joint venture and Hitachi’s bold move to go independent. Alan’s career spans leadership roles at Timberjack, John Deere, Nortrax, Volvo, and finally Hitachi Construction Machinery Americas. He brings a rare combination of engineering precision, field-level experience, and strategic patience, qualities that proved essential when Hitachi decided to reclaim its excavator business in North America. Alan and Jay discuss the intense operational challenges of that transition: setting up a 300,000-square-foot warehouse, stocking $100 million in parts in six months, and scaling from 50 to 250 employees in a matter of years. But beyond the logistics, Alan shares hard-won lessons on leadership, the importance of simplifying before automating, and why the best leaders are the ones who listen, steal good ideas, and are not afraid to admit they do not know everything. The conversation also explores the deeper principles that guided Alan through the chaos: the power of long-term thinking, the danger of chasing short-term results, and the importance of staying true to your values when the pressure is on. Whether you are navigating a major transition or simply looking to lead with more humility and effectiveness, Alan’s insights offer a masterclass in strategic patience and operational excellence. Ready to hear how Hitachi pulled off one of the industry’s most ambitious resets? Let’s dive in. In This Episode: * [[00:00] Introduction to Heavy Hitters * [00:30] Meet Alan Quinn * [02:27] Alan’s beginnings * [05:58] Finding the areas nobody else wants to focus on * [06:50] Mentors who shaped Alan’s career * [09:18] What keeps Alan in the heavy equipment industry * [10:20] A brief history of the Deere-Hitachi joint venture * [14:10] The recruiter call that changed everything * [16:04] Working with Japanese culture and the shift to non-exclusive distribution * [20:05] The day the announcement came * [23:00] Building a team: From 50 to 250 people in two years * [25:32] Challenges for Deere vs. challenges for Hitachi * [28:50] Simplifying before automating: A lesson from HP * [33:50] Listening to dealers and building relationships * [41:12] Leadership lessons: When to dictate and when to let go * [43:32] The biggest mistake leaders make in major transitions * [46:14] The power of listening, even when you disagree * [47:34] “I don’t know what’s wrong, but make it better.” * [59:12] What Alan would tell his 30-year-old self * [01:01:35] How to connect with Alan Quinn Our Guest Alan Quinn is the CEO of Hitachi Construction Machinery Americas, a 30-plus-year veteran of the heavy equipment industry with leadership experience spanning manufacturing, distribution, and dealer operations. His career includes senior roles at Timberjack, John Deere, Nortrax, Volvo, Kawasaki, and Hitachi Construction Machinery Americas. As a key executive at Hitachi, Alan played a central role in the dissolution of the decades-long Deere-Hitachi joint venture and the reestablishment of Hitachi’s independent dealer network across North America. Trained as a mechanical engineer and a student of leadership by practice, he is known for his focus on simplification, listening, and building teams that execute under pressure. Resources and LinksHeavy Hitters Podcast⁠https://podcasts.apple.com/us/podcast/heavy-hitters-built-to-last-strategic-insights-from/id1847968841 Jay Lucas ⁠Website⁠: http://www.reputablerecruiting.com/⁠ Linkedin⁠: https://www.linkedin.com/in/jaylucas/ Alan Quinn Website: https://www.hitachicm.com/us/en/ Linkedin: https://www.linkedin.com/in/alan-quinn-344a1b14/

How Michael Coffey Turned Manitex Around 400% EBITDA in a Crisis

Taking over as CEO is never easy. But imagine walking into a public company that’s been struggling in a tough global market for years. The backlog is massive, supply chains are a mess, and the team hasn’t seen a bonus in over a decade. Where do you even start? In this episode of Heavy Hitters, host Jay Lucas sits down with Michael Coffey, former CEO of Manitex, board member, advisor, and author of the upcoming book Gale Force: Navigating Strategy, Culture, and Value Creation in Modern M&A. Michael shares what it was like stepping into the CEO role at Manitex during a turbulent period marked by post COVID supply chain disruptions, an unhealthy backlog, and a business that had been operating in what he describes as “survival mode.” He explains how the acquisition of Rayburn Rentals fit into the company’s broader strategy and why he used the diligence process as a “long interview format” to understand the organization before fully stepping into leadership. Throughout the conversation, Michael breaks down the leadership principles that guided the turnaround. He discusses why strategy is the one thing he centralizes as a CEO while execution must remain decentralized, how transparency builds trust across global teams, and why honoring a company’s past is essential before driving change. In an industry known for tight margins and tough conditions, Michael’s message is clear. Companies succeed because of their people. Curious how great leaders turn struggling companies into thriving ones? Listen to the episode and discover the strategies that made it happen. In This Episode: * [00:00:00] Introduction to Heavy Hitters * [00:00:21] Meet Michael Coffey * [00:02:27] How the Manitex and Rayburn acquisition came together * [00:06:23] Why OEMs rarely operate rental businesses * [00:08:13] Walking into Manitex: backlog, supply chain chaos, and opportunity * [00:11:53] Strategy vs execution: where leaders must focus * [00:12:02] Honouring a company’s past before changing its future * [00:15:04] From survival mode to a plan for thriving * [00:22:03] The “Elevating Excellence” strategy framework * [00:24:45] Turning around margins and production capacity * [00:26:57] Breaking down silos across global operations * [00:28:17] Product rationalization and manufacturing efficiency * [00:29:47] Why focusing on the right markets matters * [00:32:32] The role of dealers and why manufacturers shouldn’t compete with them * [00:49:19] Leadership lessons from Rayburn founder Steve Berner * [00:53:26] Why transparency builds trust in leadership * [00:54:58] The most important skill for modern CEOs * [00:58:38] The story behind Michael’s book Gale Force * [01:04:07] Career advice for future leaders in heavy equipment * [01:08:19] How to connect with Michael Coffey Our Guest Michael Coffey is a seasoned executive, advisor, and former CEO of Manitex International. Over the course of his career, he has led global industrial organizations through complex transformations, mergers, and operational turnarounds. Previously, he helped grow HE Parts from a startup into a global enterprise generating hundreds of millions in revenue. As CEO of Manitex, he drove significant operational improvements and revenue growth before the company’s acquisition by Tadano. Michael now advises companies across the heavy equipment and industrial sectors through his firm, Resurgence Advisory, helping leaders navigate strategy, culture, and value creation in mergers and acquisitions. He is also the author of the upcoming book Gale Force: Navigating Strategy, Culture, and Value Creation in Modern M&A. Resources and Links Heavy Hitters Podcast * https://podcasts.apple.com/us/podcast/heavy-hitters-built-to-last-strategic-insights-from/id1847968841 Michael Coffey * Website: [https://jmichaelcoffey.com/]resurgenceadvisory.com [https://www.linkedin.com/safety/go/?url=www%2Eresurgenceadvisory%2Ecom&urlhash=xMVm&isSdui=true] * Resurgence Advisory [https://www.resurgenceadvisory.com/] * Linkedin: http://linkedin.com/in/jmichaelcoffey/ * Upcoming BooK: Gale Force [https://www.simonandschuster.com/books/G-A-L-E-Force/J-Michael-Coffey/9798897010691] Jay Lucas * Website:⁠reputablerecruiting.com⁠ [https://www.linkedin.com/safety/go/?url=http%3A%2F%2Fwww%2Ereputablerecruiting%2Ecom&urlhash=Jkf6&isSdui=true] * Linkedin: ⁠linkedin.com/in/jaylucas [https://www.linkedin.com/in/jaylucas/]

Why Most Dealers Miss the Real Profit in Parts and Service

Heavy Hitters - Ep. 5Why do nearly 50 percent of equipment dealerships disappear every 20 years? And what separates the ones that survive from those that struggle to keep up? In this episode of Heavy Hitters, host Jay Lucas sits down with Ron Slee, a globally recognized consultant, educator, and industry pioneer with more than five decades of experience in dealer operations, training, and business development. From his early days as a data processing manager at a Caterpillar dealership to advising dealers around the world, Ron has spent his career studying what makes equipment businesses succeed or fail. Ron shares lessons from more than 50 years in the industry and reflects on how things have changed. He talks about the shift from instinct-driven decisions to today’s data-heavy environment, while pointing out that many dealerships still struggle to turn data into better decisions. He also discusses the decline of mentorship in dealerships, the leadership gap created by delayed generational transitions, and why employees are often told what to do but rarely encouraged to ask why. The conversation also takes a closer look at some of the “sacred cows” that still shape the industry. Ron explains why outdated sales habits, weak operational training, and confusion around parts and service profitability continue to hold many dealerships back. He also talks about Learning Without Scars, the training platform he founded to help equipment professionals strengthen their skills in parts, service, sales, marketing, and customer support while building a culture that encourages critical thinking. More than a conversation about dealerships, this episode explores leadership, curiosity, and the importance of questioning the status quo. Ron’s message is simple. People often have far more potential than they realize if organizations give them the chance to grow. Ready to hear Ron’s insights? Let’s dive in. In This Episode: * [00:00] Introduction to Heavy Hitters * [00:30] Meet Ron Slee * [08:47] How the industry has changed since 1969 * [10:08] Why dealer software often misses operational reality * [14:00] The “What, How, Why” leadership test * [17:01] The transition delay * [18:27] The role of AI and change * [22:10] The education gap and its impact on the workforce * [24:33] The lost art of critical thinking and learning from mistakes * [27:05] Sacred cows in dealership operations * [30:50] The art of handling objections * [35:56] Why parts and service drive dealership profits * [37:11] Mentorship and the leaders who shaped Ron’s career * [52:54] Ron’s daily routine connecting with dealers * [56:43] The story behind Learning Without Scars * [01:03:17] Why employees misunderstand their real job * [01:06:41] Competing with aftermarket parts * [01:15:19] The importance of communication in leadership * [01:18:07] The three signs of a miserable job * [01:22:55] How to connect with Ron Slee Our Guest Ron Slee is a 56-year veteran of the capital goods industry and the founder of Learning Without Scars, an internationally accredited online school dedicated to the professional development of equipment dealership personnel. Starting in 1969 at a Caterpillar dealer in Montreal, Ron has served as a consultant, trainer, and thought leader for dealers and manufacturers around the globe. He is a pioneer in product support sales, dealer management metrics, and the application of critical thinking to the heavy equipment industry. His work focuses on anyone who "touches customers, leads people, or manages assets." Ron is a prolific writer, speaker, and the curator of a vast library of resources dedicated to lifting the performance of the industry he loves. Resources and Links Heavy Hitters Podcast * https://podcasts.apple.com/us/podcast/heavy-hitters-built-to-last-strategic-insights-from/id1847968841 Jay Lucas * Website:reputablerecruiting.com [https://www.linkedin.com/safety/go/?url=http%3A%2F%2Fwww%2Ereputablerecruiting%2Ecom&urlhash=Jkf6&isSdui=true] * Linkedin: linkedin.com/in/jaylucas [https://www.linkedin.com/in/jaylucas/] Ron Slee * Website learningwithoutscars.com [https://www.linkedin.com/safety/go/?url=http%3A%2F%2Flearningwithoutscars%2Ecom&urlhash=7PI0&isSdui=true] * Linkedin: https://www.linkedin.com/in/ronsleedesertgroup/ [https://www.linkedin.com/in/ronsleedesertgroup/]

How One Technician Grew a Customer Account from $0 to $850,000

What if your dealership’s biggest hidden opportunity isn’t new software or marketing, but the technician already on your team who wants more than just the next repair order? In a tight labor market, shops keep hiring but forget to mentor, which slows profitability, burns out good techs, and leaves customers underserved. In this episode of Heavy Hitters, Jay Lucas sits down with Marshall Sheldon, a 18-year veteran diesel technician with approximately 90 Cummins certifications and a track record that redefines what's possible in service operations. Marshall's journey from washing trucks at Dixon Brothers to becoming a master technician, mentor, and business builder is anything but conventional. Drawing from his Marine Corps discipline, the mentorship of a Snap-on rep who cosigned his first tool box, and a relentless hunger to understand not just how things break but how businesses work, Marshall reveals the system he's perfected: getting apprentices profitable in 90 days, growing a single customer account from $0 to $850,000 in 12 months, and driving over 300% departmental growth in just 3 years. With raw honesty, battlefield stories from the shop floor, and contrarian takes on everything from service writers to embedded technician models, Marshall and Jay explore what it really takes to build a culture where technicians own their outcomes, customers become partners, and work becomes worship. The conversation ties back to self-reflection, intentional relationship-building, and the power of surrounding yourself with people who stretch you, whether that's a "Sweaty Leaders" mastermind group or the random Snap-on rep who saw potential in a kid with no credit. In This Episode: * [00:00] Introduction to Heavy Hitters * [00:28] Meet Marshall Sheldon * [04:22] Washing trucks at Dixon Brothers and a foreman who believed * [11:47] From wash bay to on-call technician in under a year * [14:28] Ted Wren: The WyoTech instructor who knew everything * [17:34] Why 90 certifications matter and why most techs stop * [20:46] The carrot approach: How continuous learning drives income * [22:06] Becoming the Yoda of technicians: Training the next generation * [23:12] Why techs need to understand financials * [25:55] The "why" behind business decisions * [33:27] The 90-day apprentice program revealed * [39:41] What "profitable in 90 days" actually means * [42:59] Self-managed teams and treating technicians like adults * [44:41] The 3 summers philosophy: Why independence matters * [46:36] Scope creep and bottleneck detection * [50:37] Lean thinking without the certification * [54:45] Growing an account from $0 to $850K: The conquest method * [01:00:28] The sales switch: Can every tech flip it? * [01:03:45] The embedded technician model explained * [01:09:47] Leveraging OEM relationships to train client mechanics * [01:11:25] From staffing to partnership: Creating value beyond repairs * [01:18:42] Advice to his younger self: Retirement and the Nissan GT-R * [01:21:55] How to connect with Marshall Our Guest Marshall Sheldon is a master diesel technician with 18 years of experience and over 90 Cummins engine certifications. A Marine Corps veteran, Marshall began his career washing trucks at a Wyoming fleet and rose to become one of the most certified and respected technicians in the industry. He has developed a revolutionary 90-day apprenticeship program that produces profitable technicians in record time, grown customer accounts from zero to nearly a million dollars, and helped drive over 300% departmental growth. Marshall is a passionate advocate for technician development, financial literacy in the trades, and the power of self-managed teams. He is active on LinkedIn, where he shares insights on mentorship, leadership, and the future of the diesel industry. Resources and Links Heavy Hitters Podcast * Link [https://podcasts.apple.com/ca/podcast/heavy-hitters-built-to-last-strategic-insights-from/id1847968841] Jay Lucas * Website [https://reputablerecruiting.com/] * Linkedin [https://www.linkedin.com/in/jaylucas/] Marshall Sheldon * LinkedIn [https://www.linkedin.com/in/marshall-sheldon-981349176/]