A short cut to more wood moulding profits

E OR MANY dealers, shortI length mouldings are now, and always have been, a problem. However. this doesn't have to be the case.

There are a number of time-proven merchandising techniques that can help dealers turn those hard-tomove lengths into money-makers. However, it's important that dealers know what lengths of mouldings are considered "shorts" and how they are created.

Story at a Glance

Proven methods for tuming shods into assets... ways to convert them into impulse sales .. show builders how to save dollars. . . stress ease of use for d-i-y.

defects have been removed prior to the pieces being fingerjointed."

In solid lineal mouldings, up to l5% of any one item ordered may be shipped in lengths 3' to 8', which are considered shorts. The exception to this rule is 7' casing and stops, which are considered long lengths.

Fingerjointed and cut-to-length mouldings are sold in specified lengths with 150/o trimbacks permitted in any one item. Trimbacks are odd lengths developed in the manufacturing of cut-to-length and fingerjointed mouldings.

Because manufacturers are permitted to ship mouldings in the lengths described above, wholesalers and retailers will have these items in their inventories. "Successful wholesalers and retailers are those who do not allow these shorts to accumulate," Tomasko points out, "because as short-length mouldings accumulate, profits go down.

"Short-length mouldings should not be looked upon as the cost ofdoing business," he continues. "lf merchandised properly, these expenses, which are carried on the dealer's inventory, can make a retailer money, not cost him money."

opportunity to sell the product as an impulse item.

(2) Show short-length mouldings first when a customer asks about mouldings, if for no other reason than to identify patterns and profiles.

(3) Stress the ease of carrying shorts home and the price savings.

(4) Price shorts per piece if longlength pieces are priced per lineal foot

As Wood Moulding & Millwork Producers executive vice president Bernie Tomasko explains, it is the elimination of defects that creates shorts. "All woods have defects," he says. "Some have more defects than others. During the moulding manufacturing process, these defects are cut out of the wood as the finished product comes off the moulder. Thus, eliminating the undesirable defects creates mouldings of varying lengths.

"This holds true for fingerjointed mouldings as well as solid lineal mouldings, except that a different grade of lumber is used in fingerjointed mouldings and most of the

According to Tomasko, the merchandising of short-length mouldings calls for a more innovative marketing approach than does longer lengths. When selling "shorts" to do-it-yourselfers, he suggests the following tips:

(5) Ask the dimensions of the room(s) in which the mouldings will be used to see if shorter length pieces would work as well as the requested longer lengths. Since most mouldings are installed in 8-foot lengths or less, this simple strategy should produce plenty of results.

(1) Display short-length mouldings prominently as close to the front of the store as possible. This provides better visibility and greater

Builders are also potential buyers for short-length mouldings. "Builders, like other businessmen, are creatures of habit," Tomasko says. "They have become accustomed to purchasing their moulding requirements in long lengths. However, as businessmen, they will listen if you can prove that you can save them money, not only on materials, but also on their labor."

When selling "shorts" to builders and contractors: l{0UEl- display of moulding shorts turns them into impulse items. Each barrel is divided into quarters so that moulding stands upright for easy selection and good appearance. l]|e ilil|0 cal|$ t',ill| l||0 il0 Pn0flffi!

(1) Acquaint yourself with the approximate percentage of lengths frequently used in the types of homes in your area.

(2) Remind the builder that usually well over half of the trim in a home is under 8 feet in length when finally in place; that the amount under 5 feet is frequently in excess of 200/o shorts; that window trim very often runs in excess of 800/o shorts.

(3) Help your builder customers understand that they can reduce waste on the job, as well as application time, if deliveries are made of shorts close to the actual lengths to be used.

(4) Make the builder aware that by purchasing shorts he will be saving money. as much as 200/o on a moulding order. This is perhaps the most significant point of all.

"Whether you adopt these ideas or implement your own," Tomasko concludes, "shorts, if properly merchandised, can and should be one of the most profitable items you carry."