Wholesalers graPple with change

UMBER wholesaling is an industry in transition. More mills are selling direct and the supply is tightening as environmentalists grow increasingly vocal and powerful.

The North American Wholesale Lumber Association exists to keeP wholesalers apace o[ that change, said NAWLA president BarneY Blondal at the opening session ofthe group's 99th annual meeting. Environmentalists make uP 506 of the public but seeln to be sPeaking for 7}(il,, he said. The industry must take a bigger stance and sPeak with a louder voice.

Peter W. Schutz, former chief of Porsche AG World-Wide, then addressed "Managing in Times of Change." He said, "The manager's real job is to manage change, other- wise there would be no need for managers." The manager must show the staff that getting the work done will be to their best interest (motivation), as opposed to his best interest (manipulation).

"You must get extraordinarY results from ordinary PeoPle," he said.

The next day's general session assembled a panel of top ceo's to discuss "Lumber Marketing in the 1990s." Again, concerns turned to environmental pressures. " Environmentalists raised over $800 million for their efforts last year," reported I)an M. I)utton, president and ceo of Stimson Lumber Co., Portland, Or.

The discussion was followed bY an overview and workshop on In(irade, a change in design values and species .groupings of softwood dimension lumber, providing more common strength ratings.

Kenneth W. Ford, founder and chairman of Roseburg Forest Products, Roseburg, Or., received the

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Story at a Glance

North American Wholesale Lumber Association on evolving business environment at annual meeting.. . Roseburg's Ford receives MulrooneY Award ... Chuck Harris new Pres. 100th annual: MaY 1992, CoF orado Springs, Co.

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Target Institutional Sales

Although overall U.S. construction is in recession, some individual sectors are growing within the big picture. The institutional market, including hospital, religious, educational and public buildings, is one such subgroup being eyed by building products companies.

Institutional construction nationally accounted for $26.6 billion in 1988 (latest figures available), and the numbers continue to rise.

Willamette Industries has discovered three keys to institutional sales: quickly discover future projects, work closely with the right people, and suggest the product best suited to their needs.

Louisiana Tech University recently renovated its track stadium. Clayton Barns, Willamette's sales manager for Southern Lumber & Plywood, worked closely with the university's athletic director and track coach to determine the needs for the outdoor bleachers.

"We've found that institutional sales begin with finding the school representatives most involved in the various activities," Barns said. "This is quite different from making a presentation to a central purchasing department or department of grounds management."

Weather resistance took primary importance in a region where it rains 60 inches annually and as much as 5 inches in a day. They also wanted something attractive and comfortable. No one wants to take home a souvenir splinter.

Barns suggested water repellent UltraWood pressure treated lumber, which was guaranteed against decay, termite attack, cracking, splitting and checking. University officials placed an order for 13,000 board feet.

U.S. Super House In Japan

Super House, a U.S. wood products market development program, is being coordinated in Japan by the American Plywood Association.

A 32,000 sq. ft., three story apartment building with 27 units will be erected in Yokohama. One of the largest modern residential wood buildings of its kind in Japan, it will serve as an educational model for construction professionals.

It{SIlTUTl0llAt sales depend on finding the best product lor the end users. Louisiana Tech University's Thomas Assembly Center required 13,000 board feet ol specially treated lumber to relurbish the bleachers.

U.S. wood systems that are installed quickly and easily will be used to demonstrate the cost savings achieved when large structures are built with wood components. The U.S. Department of Agriculture, Foreign Agricultural Service is supporting the program.

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