Just Do It: Leading, Learning, and Building a Trench Safety Business from Scratch

What does it take to go from an Iowa farm to building a trench safety business from scratch?In this episode of Heavy Hitters, host Jay Lucas sits down with Stacy Irons, a heavy equipment and trench safety leader with nearly two decades of experience across sales, operations, national accounts, and executive leadership.Stacy shares how she got started in equipment rental, why trench safety requires a consultative approach to sales, and how getting into the field helped her become a stronger leader. She also talks about turning around an underperforming branch, developing sales teams, and the leadership programs that shaped her career.The conversation also covers CRM adoption, Salesforce, using technology to help sales reps stay organized, and the difference between setting goals and simply tracking metrics.Stacy opens up about leaving the corporate environment, taking an executive opportunity with Able Equipment, and eventually moving into an entrepreneurial role in the trench shoring and safety space. Throughout the conversation, she shares practical lessons on leadership, culture, sales, mentorship, vendor relationships, and making career decisions that fit the person you want to become.Key TakeawaysTrench safety is a consultative, engineered sale focused on saving lives and building partnerships.Great operational leaders lead by example, get in the field, and stay naturally curious.Branch turnarounds require sales drive, knowledge, coaching, and hands-on leadership.CRM and technology only work when reps see personal value and efficiency.Use metrics to guide management, but give sales reps goals, not just activity quotas.Culture, mentorship, and vendor trust can be decisive in starting a new division.After corporate acquisitions, professionals must weigh loyalty against personal growth.Relationships still matter, but technology can make relationship-builders more valuable.In This Episode:[00:00:00] Welcome to Heavy Hitters[00:01:12] Stacy’s career path from Iowa to rental[00:03:33] Moving into trench safety[00:08:12] Consulting, OSHA, and saving lives[00:13:04] Changing old-school safety mindsets[00:21:58] From outside sales to branch manager[00:27:55] Doubling revenue at an underperforming branch[00:29:10] Leadership lessons: lead by example[00:39:36] National accounts and the LIFT program[00:53:16] CRM, Salesforce, and metrics vs. goals[00:48:49] Joining Able Equipment and “just do it”[00:57:23] Technology efficiency in the field[01:05:08] Acquisition, non-compete, and next move[01:11:00] Starting a trench safety division[01:16:23] Connecting with Stacy Notable Quotes[08:47] “It’s not just relationships we’re building, it’s partnerships we’re building.” — Stacy Irons[11:55] "The average cave-in is 3.5 to 5 cubic yards, and the weight of that is 15,000 pounds." — Stacy Irons[14:19] “If I know more than they know, maybe they’ll listen to me.” — Stacy Irons[27:24] “You can have a lot of revenue, but if you have a lot of expenses, what is the point of the revenue?” — Stacy Irons[29:16] “Lead by example. Don't be afraid to go out and help or show them.” — Stacy Irons[1:01:43] “It should be goals for sales reps... not metrics.” — Stacy IronsOur GuestStacy Irons runs the trench shoring and safety division for a third-generation family-owned rental company in Ohio. She spent 12 years at United Rentals in outside sales, branch management, national accounts, and district sales leadership. She also served as VP of operations and sales at Able Equipment. She is a college softball alum and Ironman finisher.Resources and LinksHeavy Hitters PodcastLink: https://podcasts.apple.com/ca/podcast/heavy-hitters-built-to-last-strategic-insights-from/id1847968841Jay LucasWebsite: https://reputablerecruiting.com/Linkedin: https://www.linkedin.com/in/jaylucas/Stacy IronsVandalia Rental: https://vandaliarental.com/LinkedIn: https://www.linkedin.com/in/stacy-irons-2871426/