Selling redwood with customer seruice

E.B. Ransone Lumber Co. has been selling redwood to the New Orleans area since 1972, with careful attention to customer service.

The business represents three generations of lumber experience. J.E.B. Ransone, encouraged to go into the lumber business by his father, has been in the New Orleans trading area since 1947. With his son, John, he formed the present company which earns 5090 of its profits from redwood sales.

The characteristics which set J.E.B. Ransone Lumber Co. apart from other wholesalers is its devotion to a few product lines and dedication to customer service. Following this formula for success, Ransone Lumber has grown steadily and last year increased its volume by 43s/0.

Ransone likes to measure his company's performance by dividing the sales by the number of employees. "I like to see a minimum of $500,000 per employee." Speaking with Ransone, you get the impression he would proudly put his seven employees up against any other operation in the country.

J.E.B. Ransone Lumber Co. has 1600 square feet under roof and another 5000 in the open. John Ransone explained, "[n July 1979 we made the move from being strictly an office to having some warehouse facilities."

It was a move of necessity. Previously they sold carload lots. Business grew to the extent that they needed some place to store inventory until their customers could handle it. Ransone still has a philosophy of trying to pre-sell most orders and warehouse a limited inventory.

Ransone Lumber Co. sells in roughly a 50 mile radius around New Orleans. It is a specialized market where the hot and humid climate makes great demands on the performance of wood products. Stability and durability are major factors. The area has a tradition of using wood products and redwood fits in the market.

"All of our customers are dealers and New Orleans is unique in that most of these dealers are family operations that have been in business for four or five generations. They are special and we treat them that way. Dealers depend on us for more than just materials, they depend on us as a source of information."

In an age where some wholesalers are merely phone salesmen, Ransone believes in servicing his customers. They do this by conducting employee training seminars and passing along promotion materials, such as literature and audio visual displays from

California Redwood Association and the redwood lumber manufacturers. They are ready to help their customers with advertising and promotion, suggesting ideas and helping to build up new markets for redwood products.

An example of Ransone's business style is illustrated by a simple display they built in their warehouse. The dis-

Story at a Glance

Wholesaler builds future on redwood...increased volume by 43o/o in 1983.. .strives for a minimum of $500,000 in sales per employee. .pre-sells most orders...warehouses limited Inventory play shows the range of redwood sidings in grade and pattern. At the top of the display is a banner that says: "Build Better With Redwood."

REDW(!0D by J.

WHAI D0 these board ends tell you? ll you don't got a special mosssge from thom, you nood to read the accompanying articlo which tells you whal you need lo know about recommending lhe righl redwood lor the right job.

Are you ready to sell redwood?

EDWOODis a specialty product used for a wide variety of applications from luxury interior paneling to fence boards. Applications can be as modest as bender board edging for gardens or as dramatic as siding for low-rise commercial buildings. Any product with this range of applications requires sales expertise.

For merchants, redwood represents a high profit margin. Redwood's durability, stability and versatility are qualities that help clinch big ticket sales. Employee awareness of redwood's properties and advantages will increase sales and boost profits. Of course, it's great if every employee has had hands on experience building houses, fences and decks, but that isn't necessary to sell redwood siding or recommend the proper grade of redwood for deck joists.

Redwood meets the needs of many different building projects because there are several redwood grades and products. Basically, there are three questions the sales person should ask to help a customer choose the right grade of redwood for a project:

(1) Do you want luxury redwood that is free of knots or would you like the rustic look of knotty redwood?

Redwood architectural gades are clear and well suited to fine paneling or siding. Garden grades of redwood have a rugged knotty look that works well for decks, rustic siding and garden applications. Often the answer to this question is a matter of design and taste.

(2) Do you need the durability of redwood heartwood or can you use a

Story at a Glance

Informatlon you need to sell redwood. .how to recommend the rlght grade specialty Product . . . specaal knowledge for the job...ways to back uP customer In doing Ploiect, give him confldence.

grade with streaks of lighter colored sapwood?

The dark cinnamon<olored heartwood has a natural resistance to decay and insects. Customers can find all heartwood lumber in either the architectural or garden grades. Redwood with streaks of sapwood can be more economical in uses where heartwood is not required.

(3) What degree of stability does your project need? Redwood is available either certified kiln dried, air-seasoned, or unseasoned.

Redwood is naturally more stable than other softwoods. Certified kilndried redwood is virtually pre-shrunk -suitable for the finest applications and demanding detail work. Where shrinkage isn't a problem you can save money by using unseasoned redwood.

By asking these questions, a salesperson can help the customer choose the proper grade of redwood to do the job right. For more employee training materials, write: Chris Grover, California Redwood Association, 591 Redwood Highway, Mill Valley, Ca. 9494t.