Barry Selland is the President of Selland Trucking, a multigenerational family business that has been hauling freight across America for more than 50 years. Based in rural South Dakota, He has grown the company from its agricultural roots into a nationwide flatbed and step-deck carrier known for reliability, long-term customer relationships, and a team culture built on respect. With decades of on-the-road experience and a deep commitment to his employees, he embodies what it means to build big dreams from small-town America.
Subscribe to EOFire
Guest Resources
Selland Trucking – Visit Barry’s website to learn more about their business.
605-796-4401 – Call the Selland Trucking office.
3 Value Bombs
1. A thriving family business is built on one thing above all: communication; brutal honesty, constant dialogue, and transparency.
2. Passion fuels longevity; if you don’t truly love the work, the business won’t survive the hard seasons.
3. Rural entrepreneurs succeed by wearing every hat, doing the work themselves, and maintaining personal relationships that technology can’t replace.
Sponsors
HighLevel: The ultimate all-in-one platform for entrepreneurs, marketers, coaches, and agencies! Learn more at HighLevelFire.com!
Freedom Circle: A powerful community of entrepreneurs led by JLD! Are you ready to go from idea to income in 90-days? Visit Freedom-Circle.com to learn more.
Show Notes
**Click the time stamp to jump directly to that point in the episode.
Today’s Audio MASTERCLASS: Hauling the American Dream: How One Rural Family Business Built 50 Years of Momentum with Barry Selland
[00:35] — Barry shares the story behind how Selland Trucking grew from a small operation to a nationwide business.
- Selland family began in cattle, farming, and livestock hauling.
- Barry’s mother launched the flatbed division with their first ICC authority.
- Barry worked as a driver before taking over operations.
- Company now serves all 48 states + Canada, specializing in long-haul flatbed/step deck.
- Barry’s two daughters recently joined the business, continuing the legacy.
[2:16] — Barry talks about how to build a culture of loyalty, safety, and passion.
- Treating people well is the foundation.
- Many employees have decades of tenure; referrals drive hiring.
- A family mindset combined with professionalism sustains retention.
[3:35] — Barry shares how he wants his employees to describe him in one word.
- Passionate; how he loves the work and shows up with energy every day.
[4:04] — Barry talks about the biggest shift from the Goldman Sachs 10,000 Small Businesses Program.
- Gained clarity on his exit plan as his daughters join leadership.
- Strengthened organizational structure and long-term strategy.
- Lessons were immediately applicable because he was actively operating the business during the program.
[5:14] — Barry talks about how he maintains integrity and trust in a family business across generations.
- Barry has lived both the challenges and the rewards of family business life.
- Communication; direct, honest, and consistent is non-negotiable.
- Past experiences shaped how he now leads jointly with his daughters.
[6:23] — Barry gives his advice to someone considering starting a family business.
- Communicate honestly and consistently, every single day.
[6:51] — Barry talks about the unique challenges rural entrepreneurs face and how to stay efficient.
- Rural owners wear every hat: driver, dispatcher, bookkeeper, customer service.
- He still loads trailers himself to build customer relationships in person.
- Good years + bad years build resilience and broaden perspective.
[7:45] – A timeout to thank our sponsors.
- HighLevel: The ultimate all-in-one platform for entrepreneurs, marketers, coaches, and agencies! Learn more at HighLevelFire.com!
- Freedom Circle: A powerful community of entrepreneurs led by JLD! Are you ready to go from idea to income in 90-days? Visit Freedom-Circle.com to learn more.
[10:00] — Barry shares the “funnest” hat he has ever worn as the boss.
- Barry doesn’t view himself as “the boss”; just one part of the team.
- Values his role as a counselor and support system for his people.
[11:39] — Barry tells the one “hat” he hoped to never wear again.
- None. He embraces every part of running the business.
[12:50] — Barry talks about what opportunities lie ahead for rural businesses over the next decade.
- Industry shifts: autonomous trucks, AI, sustainability demands.
- Rural America has advantages; work ethic, relationship-driven business, grit.
- Personal human relationships will remain irreplaceable.
[14:50] — Barry gives an advice to someone stuck in a job they don’t love, afraid to take the first step.
- You must do something you genuinely love.
- Hard work + passion matter more than anything else.
- Seek mentorship early; don’t build alone.
[16:30] — Barry tells his advice to someone considering the Goldman Sachs program.
- “Do it in a heartbeat.”
- Shares how the program amplified his wife’s business goals as well.
- Strengthens strategy, HR, accounting, and growth planning at all stages.
[17:30] – Call to Action
- Selland Trucking – Visit Barry’s website to learn more about their business.
- 605-796-4401 – Call the Selland Trucking office.
Killer Resources!
1) The Common Path to Uncommon Success: JLD’s 1st traditionally published book! Over 3000 interviews with the world’s most successful Entrepreneurs compiled into a 17-step roadmap to financial freedom and fulfillment!
2) Free Podcast Course: Learn from JLD how to create and launch your podcast!
3) Podcasters’ Paradise: The #1 podcasting community in the world!
Subscribe
