In this week’s business spotlight, Tiffany Anton from the Biz Foundry sits down with Jack Sherrill, based in Cookeville, Tennessee. From humble beginnings as a 12-year-old with a bucket and squeegee to leading a company that operates across six states, Jack shares his journey of building a successful asphalt maintenance business over three decades.
Finding His Passion at an Early Age
Jack’s entrepreneurial journey began unexpectedly at age 12 when his father volunteered him to help a friend seal a driveway. “I remember when he paid me to do that driveway, I thought I may be on to something here,” Jack recalls. That first job earned him $120, an impressive sum for a 12-year-old. “I was hooked immediately right then.”
This early experience led to summer work with a family friend who ran a similar business on a larger scale in the North Georgia/South Chattanooga area. “I helped him every summer for three or four years and any days off that I had from school,” Jack explains. “It just ignited something in me because at that point, it was all I was around.”
Building His Team
What started as a small paving maintenance company focused on seal coating and small driveways has evolved significantly over the past 30 years. Today, they provide a comprehensive range of services including:
- Seal coating for parking lots
- Line striping and street marking
- Asphalt repairs
- Installation of parking curbs and stops
They primarily serve commercial clients (about 95% of their business), working largely on parking lots, but also some custom works, like car washes and auto spas, like Tidal Wave Auto Spa, they have a unique layout for their asphalt and parking lot with high traffic volume that takes additional consideration.
They continue to work with residential customers in the local area. “We still do residential, basically local, because we don’t want to forget where we came from,” Jack emphasizes.
The Value of Independence and Quality
A pivotal moment in Jack’s business journey came when he was waiting on a subcontractor to complete striping work on a project. After multiple delays, Jack decided to take control: “This guy is not going to determine my future for me. I’m going to do that myself.” Shortly after, he purchased his first paint striper.
“I was just a nervous wreck,” he admits about those early days with new equipment. “But once you can start going in and completing a job with the best technology, the best equipment you have and make it look presentable and make the customer happy… there’s just something about that.”
This drive for independence and quality has been a guiding principle throughout the company’s growth.
Innovation in the Asphalt Industry
While Jack notes that “technology doesn’t hit the asphalt industry” at the same pace as other sectors, he has embraced numerous innovations over the years. His team has upgraded from buckets and squeegees to spray units that can cover 100,000 square feet in just a few hours and paint stripers that allow them to mark 1,000 parking spaces in a single day.
One significant advancement has been in asphalt repair materials. “You used to have to wait until the asphalt plant was running the correct mix,” Jack explains. Now they use products like Aqua Fault, which comes in a bucket and is activated by water rather than hot asphalt oil. This allows for nighttime repairs and a more flexible business model.
Tips for Homeowners
For residential customers, Jack emphasizes that maintenance is key: “If you seal coat your driveway, keep it maintained, keep the cracks filled, don’t let the water in through the cracks to freeze and bust up the asphalt.” He notes that proper maintenance can double the life of asphalt.
When asked how to know when it’s time for maintenance, Jack advises looking for:
- Discoloration (gray, spotty areas)
- Cracks or depressions
- Circular swirling patterns that may indicate water issues underneath
It’s a big expense, so it’s something you’re going to want to put into your custom planner, and save up for as a household, but it’s worth it.
However, he cautions against resealing too frequently: “If you put too much sealer on, the sealer itself will start cracking… and it looks bad.”
Collaboration Over Competition
In contrast to many businesses that view others in their field as rivals, Jack has embraced collaboration. “One of the big mistakes I made early on was seeing everybody as a competitor, and it’s just not that way,” he reflects.
Today, they regularly works with three other companies that offer similar services. They refer business to each other, partner on large projects, and even share resources. “We all try to help each other out,” Jack says.
He also makes it a point to mentor newcomers to the industry: “I pick one person a year that I find in one of our Facebook groups or somewhere like that that’s just starting up. We spend hours with them trying to get them started.”
This collaborative approach has created a network of mutual support that strengthens all involved. “It benefits you… that guy in Alabama that I’m referring to, he called me in the last 10 days with two pretty large jobs and said, ‘Hey, I can’t do it all. I need a partner on these jobs.’”
What Sets Him Apart
When asked what differentiates his company from competitors, Jack points to their attention to detail and customized approach:
“A lot of companies just go and buy sealers, stick some water in it, and off they go. We don’t do that. We have chemicals and additives that we put in there to make it dry blacker, make it dry quicker. We put a little bit of sand in for some grit, especially if you’re on a hill so you don’t slide out.” That’s important when you’re doing large commercial projects like laying out parking lots for say, a car dealership.
This commitment to quality often means they aren’t the lowest bidder on projects. “Usually I’m not the lowest estimate or bid that’s out there. A lot of times I’m in the middle, sometimes I’m on the high side,” Jack acknowledges. “If my price is a little higher, I’m not gouging you. I’m just giving you the best I can give you.”
The Power of Customer Service
Jack credits his father with instilling in him the importance of customer service. He shares a formative experience from his youth when his father ran a service station:
“I remember the first time I got in trouble at the gas station. There was a guy who pulled up and wanted 50 cents worth of gas. I pumped it for him, went back in, and my dad said, ‘Jack, did Mr. Ledbetter get that gas?’ I said, ‘Yeah.’ He said, ‘You check the air?’ I said, ‘No.’ He said, ‘How about the oil?’ and I said, ‘No. I just pumped his gas and off he went.’”
His father responded with a lesson he’s carried throughout his career: “That 50 cents means more to him as much as anyone else that comes in. And until you learn that, you won’t understand the business side of it.”
This philosophy extends to every aspect of the business today, from being punctual to adapting quickly to changing client needs. “Customer service means everything,” Jack emphasizes. “If we tell you we’re going to be there on Monday morning at eight o’clock, we’re there Monday morning at 7:50.”
Looking Forward
As he continues to grow, they’re investing in expanding their digital presence. “We’re revamping a lot of our social media and internet presence right now,” Jack mentions. The company is working with experts at the Biz Foundry and using Caledon AI to enhance their online marketing efforts.
For potential customers, Jack is available to help. While they primarily serve residential customers in White, Van Buren, Warren, Putnam, and Cumberland counties, their commercial work takes them as far north as Indianapolis, south to Birmingham and Atlanta, and east to the Knoxville area.
After 30 successful years in business, Jackson continues to demonstrate that attention to detail, quality workmanship, and exceptional customer service create not just beautiful parking lots, but lasting business success.