Get wallboard sales climbing

I|OW do you increase sales of a Ilcommodity item like gypsum wallboard without slashing your prices - and your profits? The answer is to know who's buying it and why.

According to usG, the largest sup plier of gypsum wallboard in the U.S., the vast majority of the product is sold to professionals. "The assumption of places like Home Depot and Builders Square is 9O% of the people who come through the door are d-iyers. But9OVo of yourboard sales go to the other l07o - the builder, remod-

Story at a Glance

Keys to increasing wallboad sales become familiar with advantage of brand narp ... value-added products cross-sellin g opportunities.

eling contractor and commercial customer," says USG's Jerry Krykash.

They buy from the dealer that makes it easiest for them, with contractor-oriented services, like eady morning hours and a separate entrance and register in the back

In selling to dG,it-yourselfers, sales personnel should know the various types of wallboard and be able to suggest the best product for the job. Used on nost interior walls and ceilings, panels come 4x8 or larger and don't lend themselves to flashy displays. 'Most wallboard products are pretty standard and are typically stacked in lifts of 50 high or highetr," explains Chris Beyer, GeorgiaPacific. "But there re opporurnities for retailers in upselling, emphasizing the added value of more sophisticated products."

Water-resistant wallboard, also known as tile backer, features surfac- ing paper that has been treated with special chemicals and asphalt combined in tbe gypsum oore !o add moisture protection. It is used as the base for the adhesive aplication of ceramic, metal or plastic tile in bathrooms, kitchens and other high moisture areas.

Fire-rated wallbmr( G Type ,.X' boar4 nas a specially fumulated gyp. sum core with additives to give it geater fire resistance. It is designed for interior walls and ceilings where building codes demand a higher fire rating. Whereas regular wallboard may be 1/2" thick, a 5lB" thick firerated board will also be stronger and mue sound deadening.

Larger sizes can often save the installen time and money. Temple-Inland now offers a tapered-edge gypsum wallboard manufactured a full 6" wider than raditional 48" wallboard for hanging 8-lD' or 9'walls.

"Stretch 54" produces a single joint, where horizontally installed 48" wallboard would leave a gap, meaning more labor and material to finish the job. Because they're installed with fewer seans, walls are smoother and stronger.

Louisiana-Pacific recently introduced a new wallboard panel not longer but stronger. White the primary strength of conventional wallboard cqnes from the sheets of paper which encase the gypsum, FiberBond has internal strength since it is made by mixing gypsum with wood fiber from wastepaper. The wastepaper makes up abou 307o of each panel, reportedly increasing its strength, ease of installa- tion, thermal and sound insulation and nail holding abilry.

Dealers can alsr sell the advantage of a recognizable brand narne. "The name and reputation of the manufacturer can be reassrrances !o tbe customer," says Beyer. 'Service and consistent quality are also definitely i.urporlanL"

USG projeca itself as the preferred b'rand of the p'rofessional. "D-i-yen get a good feeling from using wbat the pros us€," said Kqkash.

The wallbord sale also lends itself 0o add-on sales, like joint oomporm( tape, nails, safety razors, utility knife, spackling lnife and bread pan, even if the display/stocking area doesn't. "There are a lot of opportunities to cross-sell," Beyer says. 'A department could be configurod with a sign noting, 'Fon instrllation iterns" look af aisle number such-and-such. "'

Tbere are also take-one brocbures and continuous-run loop videos on insrrlling gypsum board that dealers can have m hand for do-it-yourselfer customefs.

Don't just stocl wallhrd. &r, iL