Trade Missions Open Up Lucrative Partnerships for SteelMaster

SteelMaster Buildings, LLC was founded in 1982 with the goal of empowering individuals and businesses to construct their own durable, arch-style buildings from the ground up. Made from high-quality 22- to 12-gauge steel, SteelMaster’s prefabricated buildings are used for a wide variety of residential, commercial, and industrial applications with innovative designs and superior craftsmanship. Trusted by the U.S. military, NASA, and thousands of customers worldwide, SteelMaster buildings have been used for industrial storage units, manufacturing facilities, custom architectural designs, and more.  SteelMaster has grown to become the global leader in the arch steel building industry.

The problem: SteelMaster’s domestic business development pipeline narrowed and sales momentum slowed with heavy competition.

International sales had been a part of SteelMaster’s strategy for some time but took on a new importance when its domestic sales flagged early during the pandemic. The company needed guidance on prioritizing markets and identifying local partners to facilitate sales in different countries.

The solution: Several VEDP-supported activities related to the Mexican market helped SteelMaster refine its approach in the country.

SteelMaster participated in several trade missions to Mexico and, as owner Rob Poellnitz put it, “got more and more sophisticated.” Each mission helped the company get a little closer to finding the right approach in the market, while participation in the Virginia Leaders in Export Trade (VALET) program helped fund research into other potential markets in Europe and Latin America.

The result: An uptick in exports and a lucrative new partnership.

International sales doubled during participation in the VALET program, now making up 15% of SteelMaster’s total sales. Promising future developments include an agreement with a major American retailer to use SteelMaster buildings to build convenience stores outside of city centers in Mexico. SteelMaster added additional Latin America-focused staff members, including one who came to the company through VEDP’s Virginia Global Business Internship Program.

As is often the case, VEDP trade support allowed SteelMaster to take a more considered approach to its international sales. As Poellnitz put it, “It started off as the ‘eating the elephant’ problem. We narrowed our focus to result in significantly improved outcomes.”