Hard facts for sel I i ng concrete product

f'fONCRETE products aren't sexy. VBut that doesn't mean lumber yards and building products retailers can't make increased profits by giving these high margin basics a second look.

The materials themselves may not be inherently attractive; it's what theyre used for. "What you do is display what it looks like when it's done, the project in final form," explains Dennis Winchester of Quikrete. Through drawings, in use photos or even actual three-dimensional displays, show the completed patio, walkway or repaired pothole or driveway crack.

His company offers a big, brightly colored banner with illusEations and a Project Construction Center stocked

Glossary of Concrete-Related Terms

Caulk

Concrete

To seal up crevices with some flexible material.

An artificial stone made by mixing cement and Eand with gravel, broken stone or other aggregate, plus sufficient water to cause the cement to set and bind the entire mass.

Contml Jolnts Continuous vertical joints built into conoele walls allowing slight wall movement to control cracking caused by unusual shesses.

Curlng

Fdglng

Fmtlng

Form

Grout

Hydratlon

The process of protecting concrete against loss of moisture during the earlier stages of setting (hydration).

A finishing pnccesa ofrounding tbe edge of freshly poured concrcte.

A base fu a wall or other shrchre that provides shuctural stability,

A parameter or set of parameters tbat contains the footing conc{ete.

A water+ement or water-cement sand mixture used to plug holes or cracks in concrete, seal joints, fill spaces between machinery bed plates and concrete foundations.

The chemical process of water and concxete during seting or drying.

Masonry A constuction made of prefabricated masonry units laid in various ays and joined together witb nortar.

Mlxers Vebicles or containers used to mix the concrete's ingredients.

Mortar Used for bonding masonry units together.

Pavers Various sized/shaped bricks for sidewalks, patios and driveways.

Retalntng Wall A wall constructed to hold soil in place.

Scrced A long, straigbt board for striking off concrete, called scteeding.

Set The hardening of mortar or concrete.

Striklng O{f The process ofremoving excess concrete to a desired level.

Stucco A finish composed of two or more layers of mortar applied 1e vells.

Tamp Compacting concaete with rakes or short lengths of lumber.

Texturlng Creating a certain finish (brusbd, smootbed, etcbed, pochnarked).

A steel tool with a flat surface used to smooth a concrete surface, with free leaflets detailing the 11 most cornmon concrete projects. The literature keys on the end use: "Sftonger Slabs," "Build a Fence," etc.

Whe Mesh Borded wire forming a mat used to reinforce slabs of conctete.

Another key is emphasizing how easy the projects are. Have knowledgeable sales personnel on hand who are familiar with the products and terminology. There's concrete mix, mortar mix, sand mix, glass block mortar, vinyl concrete patcher, concrete repair caulk, quick-setting cement, anchoring cement, patching plaster, concrete and asphalt cleaner, crack seal, surface bonding cement, stucco, foundation coating, masonry coating, concrete bonding adhesive, concrete acrylic fortifier, sealer, wall and floor tile mix, tile adhesive, tile groug tile and grout cleaner, latex, floor resurfacer, underlayment, sand, gravel, driveway crack filler and sealer, blacktop patch, Portland cement, masonry cement. consumers need to know which prcduct to buy, how much and how to use it.

Many retailers have separated the products from the rest of the basic building materials, brought them out of the back of the store and formed a separate "Concrete Repair and Building Products" departrnent. Products

Story at a Glance

are now more accessible, all together and easy to find.

Also available are ad slicks emphasizing products and projects, ideal for a product that can be advertised just about any time. "They're sold pretty much year-round," Winchester said. "The only time people don't buy them is Chris&nas."