C SEQUOIA SUPPLY

568 o BROAD ASSORTMENTS - best items from leading manufacturers o JOB-SIZED UNITS - reduce inventory investment o SCHEDULED DELMERY - when vou need it; increase turnover o

TAILORED PROGRAMS - what you need, in minimum space

RELLABLE SERVICE - eliminate lost sales

WIDE AREA COVERAGE - consistent programs

JULY | 989

YOtUmE 8' No. 5 Serving l3 Southern stales

DOOR & WlllDOW SPECIAL ISSUE

Denny, other founders out at Builder's Square

Retaller displays sell more doors & windows

Keeping up with late changes in window market

Doors & windows look different in the 1980s

Replacement market for doors & windows strong

Sales of wood windows & doors reach new high

Remodeling bolsters door & window use figures

Summer sales of pressure treated wood healthy

American Forest Resources Alliance task force

Bean Lumber Co.'s annual appreciation picnic

70,000 in industry prepare for Hardware Week

Publhhcr David Cutlcr

Edllol JuEnita Lovtct

Arrlttrnl f,dltor l)avid Kocnig

CoDtllbutlnt Edltorg

DwiSht Curron Cagc McKinncy

Arl Dlt ctof Martha limery

Strtf Arrlrt lrric Kruskc

Clrculrtlon Lynnelte A. Perkins

Building Products Digest is published monthly at 4500 Campus Dr.. Suite 480. Newport Beach. Ca. 92660, phone (714) 852-1990, by Cutlcr Publishing, Inc.

Advertising Offices

Advertising rates ufnn request. lirom all ststes east of the Rocky l\lountains: ('ontuct Jean Waggoner (;ogerty. national sales manarer. l'rom Arizona, Nevada and ('aliforniu: iontact l)avid ('utler. Both may be re|ched at (714) 852-1990 or by writing 4500 ('ampus I)r,. Suite 480. Newport Beach, Ca. 92660.

lrrom washington slate. Oregon. ldaho. Wvominq. Montana. Ittah. Colorado, Northern Caliiornia and ('anada: Conlact Cdrole llolm at (206) 'l'14-31'13 or 21819 77th Place West. Fldmonds. Wa. 98020.

SUBSCRIPTIONS

Change of Address-Send subscription orden and address changes to Circulation Dept., Building Products Digest, 4500 Campus Dr., suite 480. Newport Beach, Ca. 9660. Include address label from recent issue ifpossible, plus new address and zip code.

Subscrlptlon Rrtes: U.S.: $25-one year; $41-two years; $55-three yearsl Foreign: one year payable in advance in U.S. funds- Canada or Mexico: air-$421 surface-$37; South America: air-$60; surface-$39; Asia: air-$70; surface-$39; Europe: air-$90; surface-$39. Single copies $31 back copies $4.50 plus shipping & handlinB.

BUILDING PRODUCTS DIGEST is at irulependentlyaned publication for the remil, tvlnlesale atul distibution lewls of the lumber and home center markets in 13 &tuthem sntes.

For its natural beauty and enduring qualitieg therds never been a better decking lumber than redwood And until now therds never been a redwood decking so affordable to so many. Louisiana-Pacific presents LP Desert Dry Redwood, in construction heart and construction common grades

With tight knots and natural variations of color and patterq Desert Dry Redwmd is easily distinguished from cedar and pressure treated lumber. Ifs a prestigious look And you can supply it so economically.

LP Desert Drv Redwood is kiln-dried so you can offer economy and performance every step of the way. By taking the moisture contentdownto 19 percent or less, the load is lightened and you get more board feet on every truck Desert Dry Redwood loses nothing but water in the process On the job, joints stay tight and shrinkage is controlled It also maintains a superior resistance to decay and insects Dried, trimmed and surfaced so sizes are trug ifs paper wrapped for protectionin?" x4", 2" ;16",2" :r.8" - 12" dimenSiOnS and lengths up to 20 feet. For more information about Desert Drv Redwood or anv of our other grades of redwood. ' call Bob Mosliy, Redwood Sales Manager, aI 7 O7 -443-7 5ll.

L-P Desert Drv Redwood. Go first class. But pay coach.

DAVID CUTI,ER publisher

ls lt actual, factual or just what they thlnk?

T HE EXASPERATION in the salesman's

I voice was obvious: "l've told that dummy lots of time that we carry a full line of those, but he never seems to remember." How many times have we all heard something similar? Despite a company's best efforts, the customer's perception of what a company is, what it does and what it sells is all too often incomplete, inaccurate or just plain wrong.

The consequences can be painful, for whatever reason, the customer does not perceive the firm and its products correctly. As a result, less business is transacted. Sometimes no business. What is vital to all this understandingby-the-customer is that what is true is not as important as what the customer thinks is true. lt is the customer's perception that matters, not what is factual.

If the customer has it in his or her head that your firm isn't involved in ablated widgets, your company is never going to come to mind. And you're never going to make that sale. The fact that you are the world's leading producer and distributor of ablated widgets isn't really germane. What finally counts is the customer's perception,

The fact that he or she is wrong is academic. Because in the hurly-burly of business you're not often going to have the opportunity to calmly present a well reasoned presentation of facts. The likelihood of a scenario where the customer focuses all his attention on your presentation, riveted to your every word, is rare. That just doesn't seem to be the way it works.

So the next time you're tempted to think "everybody knows what we sell," think again. In this imperfect world, what your customer thinks becomes the reality and the reality becomes secondary.

Builders Square Founders Exit

In a major management reshufTle at Builders Square. San Antonio. Tx., the 137-unir chain's three founders have resigned.

Chairman and c.e.o. Frank Denny has been succeeded by Glen Mielke. while Jud Walford has been replaced as executive vice president-merchandising/advertising by Leo Korwin. [:xecutive vice president-administration lrrank Powers has also resigned.

The trio lounded the comoanv in 1983. I yelr larer selling ir ro Kmart for $90 million.

Another executive with the company since its inception, vice president-merchandising/store planning Larry Haven, has also left.

Lowe's Opens New N.G. Store

The new Mooresville, N.C., Lowe's has 40,000 sq. fi. of sales area plus lree standing lacilities for millwork and lumber

Bill Leek is manager. Other managers are Johnny Johnson and Steve Mesimer, assistants; Debbie Floyd, ofiice: Anita Yount, credit, and Keith Blackburn. salcs support. The store has a staff of 55.

Beware Of Roofers On The Fly

Southwest dealers are warned to be on the lookout for two roofers who appear when an area is hit by severe rain, buy materials and leave reportedly without paying rheir bills. Oklahoma and Texas retailers have reported bad experiences with O. G. Copeland while dealers in Arkansas, Louisiana and Texas have had similar losses to William "Bo" Braswell. Mid-America Lumbermens Association is seeking information about both men.

Wood Window & Door Meeting

The National Wood Window & Door Association's summer meeting at rhe westin Hotel. Hilton Head Island, S.C., Aug. 5-9, willfollow the theme "Positioning lor Progress: A Global Concept."

A major part of the program will be devoted to world wood supply and the long range outlook for domestic and foreign timber. Tabletop displays will promote new product ideas.