Redwood Selling Power

As an assist to dealers, the California Redwood Association is launching an extensive campaign to increase customer awareness of the new B grade redwood.

Advertising and publicity in architect and builder trade magezins5, new literature describing the properties and uses and national newspaper publicity on siding and residing are said to already have spurred interest and demand for this new product.

B grade lumber graded on one face and edge looks similar to clear grade with alternating streaks of cinnamon red heartwood and lighter colored sapwood. Some of the differences include a limited amount of small tight knots and other characteristics which are not permitted in clear grade although it is kiln dried for preshrunk, stress free performance as are the clear and clear all heart grades.

The quality and economy of B grade should meet the diverse needs of architects, builders and homeowners in applications ranging from custom home s to high-density housing. For the dealer, it offers a wider variety and more versatility in redwood products.

Exterior siding, interior paneling, trim, cabinetry quality decking and other outdoor uses are suggested for the new grade.

Search Firms Value Rising

Shuttle diplomacy is a term often reserved for transactions between nations, but it can well apply to the forest products industry when a firm and a job cahdidate negotiate through an executive search firm.

Business has become too complicated and the stakes too high for a company which needs executive and sales talent to rely on friends or friends' recommendations, according to John T. Cole, a veteran of the forest products business.

With over 20 years in management and sales experience, in production, wholesale and distribution within the forest products business, he now heads John T. Cole and Associates, an executive search firm and con-

Literature

(Continued from page 15) tion is invaluable to anyone, d-i-y or pro, planning to build a deck. sulting company dealing exclusively in the forest products industry throughout the United States. That, he says, is his answer when available, not the best man visible," he continues. "They should want to know who's out th€rethat theymight not have the resources to find themselves."

Redwood Landscap Cuide is the ideal guide for professional customers involved in landscape architecture. It provides information on properties and applications of redwood, specifications, lumber grades, dimensions, spans finishes, grains, textures and maintenance. Data on decks, fences and shelters are colorfully presented in this 4-p. booklet.

In addition to these pieces, there is a vast library of CRA literature on any redwood topic. Specific literature written for architects, contractors, do-it-yourselfers and consumers will help you make sales to every important segment of the lumber markets. The Redwood DesignA-Deck Plans Kit is an example of one of the most successful do-ityourself pieces. Retailing for $5, the kit describes deck building from the ground up. To date, over 120,000 kits have been sold.

Lumber dealers should order CRA literature through redwood suppliers who may be willing to share costs. For free samples of the new literature write: Chris Grover, California Redwood Association, One Lombard St., San Francisco, Ca.94lll.

Be sure that the search firm takes the time to talk to you, the company, he cautions. "A search firm must have an understanding of why you want to bring in an outsider, and must know what problems you are trying to solve."

Tough questioning helps clarify the job, according to Cole, and thus helps to get the best person for the position.

"The object of the search isn't only to find someone with the right paper credentials," he emphasizes. "The object is to find someone with the credentials and compatibility for your company."

"I am asked why a company should use an executive search firm for a position which is being created or for one that needs replacing.

"The company wants the best man

That's where shuttle diplomacy comes in. A search firm's job is not over after the names of several candidates have been submitted to the client. From this point forward, the executive search firm engages in a form of shuttle diplomacy to bring the two sides together.

John T. Cole and Associates, Inc. is located in Portland, Or.