The Internet is definitely uncharted waters for the steel industry. Robbins' grandfather, Joseph Koppelman, built the company by completing deals in typical steel industry fashion: on the basis of personal encounters.

Admitting that no computer was ever going to replace the face-to-face relationships built by the Mid-West sales team, Brian Robbins recognized the potential of the new method. "The Internet facilitates the movement of inventory along the supply chain," says Robbins. "It is another method through which information is communicated and transactions can be performed. The Internet will never and should never replace the relationships Mid-West has with its customers."

However, Robbins continues to promote the Internet to facilitate the purchase, sale and transportation of steel. The $2-million expansion of technology at Mid-West was set up by the $5-million bricksand-mortar changes that were also made.