Spotlight on James Eller: An Inside Look at a Leading Sales Representative

Introduction to James Eller

Today we would like to take a moment to spotlight James Eller. James has been a sales representative with Liquid Floors since 2012. He has been a tremendous asset to our sales organization. James was also key in pushing Liquid Floors to get engaged with national trade shows and expanding our reach on social media. We look forward to having more of these brief interviews with our team members and trade partners in the future.

James Eller’s Journey in the Industrial Flooring Industry

Preston: Can you tell us a little bit about how you got into the industrial flooring industry?

James: Well, that is a somewhat short, and somewhat long story. My uncle was a Tennant Coatings contractor dating back to the 1980s. For many years, Piedmont Industrial Coatings was the premier industrial flooring company in North Carolina, South Carolina, and Georgia. Many of the key accounts that established Tennant as a major player in the epoxy floor coating world were their accounts. I started working with them in 2000 just after I graduated high school as an installer on the weekends and summers. I enjoyed the work and camaraderie of being on the epoxy floor crews. Being able to work in aircraft hangars and large manufacturing facilities is something I still enjoy today. I’d compare the feeling of a completed floor to fresh cut grass. It’s very satisfying to see old concrete floors transformed.

Transition from Family Business to Liquid Floors

Preston: So how did you transition to Liquid Floors from a family business?

James: That’s a question I’ve had before. For a quick history lesson, Piedmont Industrial Coatings and Liquid Floors are somewhat related. Lee Davis came onboard as a sales representative in Charlotte, NC in 1994. With Lee Davis leading the sales and marketing effort, the company grew quickly into one of the largest flooring contractors in the Southeast. Piedmont Industrial Coatings had countless manufacturing facilities, NASCAR teams, and medical facilities as clients. In 2002, Publix Supermarket became a major client for the company. PIC completed many stores with Dur-a-flex MMA systems in South Carolina, Georgia, Alabama, Tennessee, and Florida. With the substantial growth of the company, Joe Lollis and Lee Davis founded Liquid Floors Inc. in 2004 to shift their focus back to manufacturing and aviation clients. It was a good move for both organizations at the time. With the amount of work on the calendar, it had essentially turned into two separate companies anyway. When the split happened, I had the option to work with either company. It was best for me at that time, and easier, to stay put assisting with MMA flooring projects for Publix Supermarkets. I learned a lot in those years about project management and how to efficiently schedule multiple projects. We stayed extremely busy until the 2008 economic downturn. The entire industrial flooring market slowed down for a couple of years. By this point, I needed a change and took a job managing Greenville Equipment Rental and did epoxy flooring part-time. It kept me connected to the epoxy flooring industry and gave me the opportunity to gain sales experience. After a few years away from the industrial flooring industry, I approached Lee Davis about joining the team. He reluctantly hired me as a sales representative, and the rest is history.

The Reluctant Hire and Industry Insights

Preston: Why reluctantly?

James: Seth Lilly! Seth had come on board just a couple of years before I did. Typically, though not always, industrial flooring companies strategically place sales representatives in target markets. Seth and I are both based in Greenville, SC, which is truly unprecedented. I am incredibly thankful to both Lee and Seth for taking the chance on me. At the time, I had lots of epoxy flooring knowledge, but very limited sales experience. Early on, I even rode along with Seth on sales calls.

Competition and Industry Niche

Preston: When you went into sales did you have to compete with PIC?

James: Not a single time that I am aware of. The industrial flooring industry has an endless customer base. Liquid Floors and PIC rarely competed on projects and would even borrow material from each other in a pinch. I have found this to be a common trait amongst quality contractors in virtually every trade. When you are good at what you do, everyone can typically keep their calendars full. Every industrial flooring contractor I know also kind of has a niche. Some go after large-scale industrial manufacturing facilities, some seek out specialized overlay projects with extensive sloping, while others love decorative metallic floors. This industry truly can provide a seat at the table for everyone.

Favorite Aspects of the Industry

Preston: What is your favorite part of being in the industry?

James: There are so many things I love about my job. I think the main thing is my customers and the facilities. I know that sounds cliché, but it’s the truth. My customer base consists of everything from manufacturing to military bases. I have had a front-row seat and behind-the-scenes tour for so many cool things. I feel really lucky to get to tour these facilities even if the meeting doesn’t always produce a flooring contract. I can’t imagine my life without being a part of this industry and the experiences it has provided.

Contributed by Preston Davis – Marketing Manager at Liquid Floors