EDITORIAL

The Last Gustomer

In the nigbunre it was always the sane. The beleaguered company was down to its last customer. Dark clouds of bankrupcy hung ominously. Everyone in tbe firm realized the importance of Oat last customer. Then came the sickening realization that somehow he was gone, lost forever. Then the bleary relief of awakening - it was just a bad dream.

The message of the above minidrana is clear as day: Treat every customer as if he or she is the only one you have. And if they depart, so does your job. A simple message, yet one that seems to escape too rnany, even tbose in dfuect customer contacL sales rainers rightly point out that the conect attitude is an essential part of any successful transaction. When employees deal with customers as if each one werie the only one, something marvelous happens. The sales person inevitably Eansmits a positive tone to the transac-

DAVID CUTLER publisher

tion. On the other side, the customer feels or senses that cb€erfrrl, hebfui aniude. 11s5 things stfrt to progess. Wh€n 6e intent md aniUrde on both sides are as tbey should be, a pleasant chemistry resuls. The classic winAilin sinration.

Gening employees !o think this way c:n be tough for management. Keeping them in this frame of minfl is even nrore difficult Mmy people find it wearing to relate happily witb customers. Most find it rer inpossible 16 mdnrrin a pleasant, cheerfirl, positive demeano day after day. It's a rare people-person wbo can mnnage it cmsislently. It dso can be had to r€member rh4t ol4 reliable customers can't be taken for granted. They should get the same clme acentim as new customefs.

flrrman ftailty being wbat it is" no one alwap soores 100% in treating each custmer as if he were tbe only one. But a commitment to try can go a long way tro improving customer relations.

Haruest Plan Memo Leaked

With release of an official timber policy plan lagging behind the prorrised June 2 date, a memo to Pres. Clinton from one of the Ecosystem Management Assessment Team scientists, claiming timber available for harvest is less than thought, was leaked to the press.

K. Norman Johnson wrote that forest plans overestimate the timber sales programs by as much as 407o. He alleged that forest plans assumed roadless and other controversial areas would be available for harvest" but in reality are not. Acres available for management are the central issue surrounding timber sale program levels. The harvest goes down proportionately with land base restrictions.

Many in the industry thought the memo was deliberately leaked as an attempt to justify the low timber sales numbers associated with options proposed by the scientific teams.

American Forest and Paper Association and other industry groups launched an editorial information program June 21, meeting with the New York Times, Wall Street Journal, Washington Post, Washington bureaus of national news magazines, syndicated columnists and national broadcast news outlets.

Kemp at NWWDA Session

Jack Kemp, former HUD secretary, will address an Aug. 14 breakfast session of the National Wood Window & Door Association sunmer meeting in Traverse

City, Mi.

The Aug. 14-18 meeting will be used to evaluate NWWDA activities, do long range planning and set goals for the future.

PVC To Lead Plastic Sales

Construction polymer demand will increase 4.lVo per year to 15.5 billion lbs. in 1997 propelled by do-it-yourself and professional remodeling, renovation and addition markets. Polyvinyl chloride (PVC) will remain the dominant resin.

Resin-bonded wood, siding and flooring sales will expand 4.lVo annually until 1997, The Freedonia Group predicts. Vinyl siding demand will grow 5.5Vo per annum to 1.1 billion lbs. in 1997 paced by the replacement market.

Beautitully

Our new Ultrawood product, Chesapeake's Wood Plus is the best in waler repellent technology. Wood Plus is our highest quality pressure treated lumber manufactured to resist checking, splitting, decay and termite attack. Brush-on sealants are never needed! Reduces inventory degrade and customer complaints.

Cherapcakc

Introducing Classic Core from Columbia Forest Products.

You can'[ see it on the surface, but it's there. lt's an exclr tsivelv enpineered wood '"'-}'' crossband thal adds an enlirely new dimension to veneer core hardwood plywood. Classic Core is a '\\_ vo dless crossband that combines the snroothness of board core with the -'v light lveight, strenglh arrd scren hoiding abilily of rieneer core And \'\'ith its extraordinar lt,smootlr surface. Classrc Core is the perfect solurtion for high gioss or horizontal appl cations such as desk tops vClassic Core nrach,nes beautifulN so it's idea for?i rrir'nilLrpa and cab''ret r. rtD aet ors lt e\ er e r.' r-z'cS '' :S checking itr red oa^, Tite t.eril-ir-'a ,it-, 'e ool,:t g ''lc "a'C.'.o^a r ..'. : ook into Co ,,'''c a Fcr-es: P' :,:-,-.s and the beauir. it'C ass . Cc'e F,' '. .'e inforrnatior-. ca , :c free IBOC) 1,58 5]59 iit li.re Easl ar' ,'-r "ee f B00l a1-1-1791 'l,'e \\es: