ili..llliUUHb tO ueated wood boOst reuenue

possible to improve your income. Here are l0 suggestions that can help your bofiom line.

I lncrease sales

Ito current customere

current customers are an excellent source for increased revenue. They already know your store. But even customers who visit you frequently rarely realize all the products and servies you supply.

You can increase their awareness with more cross merchandisinginstall a deck display that includes sanples or photos of spindles, stain, water repellent, tools, hardware, saw blades, tap€ mea.sures, safety goggles and gloves. Create an entrance display that customers must pass and showcase a different product every week. hrt some stock in the "wrong" aisle so shoppers see it when looking for something else. Hold a vendor show or send contractor customers new product newsletters.

r) Position yourself L as smaft and helpful

If people think you have reliable answers, they're likely to make your store their first stop. Well-trained salespeople, informative deck clinics, construction tips in your ads and building plans will help create the desired perception.

d Find the time

J to train

Training is important. It requires effort but can result in profits. Pro-

Prcmote prcfects, not products

This frequently offered advice is often ignored. Advertising prices for projects takes the emphasis away from individual price points, a good strategy unless you're the lowest priced store in your trading area. It gives consumers what they really want - the price of the whole projecf Take a cue from the fast fmd chains that promote meal combos including a sandwich, fries and drink for a set price.

( Make more profit J fiom the same volume

You can get a higher margin on upscale, value-added products. By adding them to your sales mix, you can make more profit with unchanged volune. Stock #1 or Premium grade decking in addition to other treated products. sell water repellent rearcd lumber. Add neated specialties.

4. Display Ll explanatory materials

Shoppers want infonnation, especially inexperienced shoppers considering major purchases. Signs, P-O-P

Story at a Glance

Strategies for selling treated wood at higher profit.

treated lumber if pieces are lying around helter skelter with cut bands on the ground in a dusty or muddy yard. Keep treated wood orderly, covercd, clean and well-lit.

Q Stock and promote O brand nameg

The products you sell reflect on you. Recognized brands suggest you are a quality operation. Margins are low on treated wood because many people perceive lide difference in the competing products. By promoting a well known brand, you can change that perception, distinguish your store from others and gain a higher margin.

O Reach _t oul

Let people lnow who you are and that you want their business. Contractor newsletters, business cards with discounts, networking and speaking to local groups all pay off.

1 0 :ii#lmentar benerits

For years we've sold reated wood on the basis of longevity and economy. Environmental benefits have gone largely unrecognized, even though treated wood boasts an impressive list including being renewable, coming from plentiful, fast growing species grown almost entirely on managed timberlands, requiring less energy to produce Oan alternative products and extending the life of wood to conserve forest resources.

DROPER racking, storage and Pro- f tection are essential to assure optimum perforrrance from glulant beams, cautions APA - The Engineered Wood Systems (new name for American Ptywood Association).

Beams are commonly Protected with sealants, primers or wrappings when they leave the mill. Sealants help guard against moisture penetration and checking and should be reapplied to the ends after trimning. Surface sealants can be applied to the top' bottom and sides to resist dirt and moisture and belp control checking and grain raising. A penetrating sealant should be used if beams will be stained or given a natural finish.