OPERAIING OPPORTUNITIES

WALLY LYNCH

Paid Associates

PO. Box 741623 Dallas, Tx.75243 t\ UR thanks to Ray Nunn of Sims\J Moore Lumber (1o.. ljrisco. Tx.. lor introducing us to the work of Arthur A. lfood. one time editor of lhe 4merican Lumber Moqozine. llood also conducted management workshops for lumber dealers. ln January 1955, at one of his programs, he talked about 20 things to do belore cutting a price. ln the notes provided to the attendees he outlined what to do when laced with a price lower than yours on a competitive material list or job. l)ON'T (itiT PANICKY. llold the conviction lhat your price is right. l"ear of price is the weakest point in selling. lle conlldent ond Your cuslomer will respect You. llE l:LtrXlllLl:. ljlNl) OtJT llj ('tJ:;TOMt:R lS llLtll:l;lN(;.

Though written almost 35 ycar ago, the information is as applicable today as it was when first published. llere is the essence of what he presenled.

(it:1' ALL Tlll: ljA('TS.

('heck the quantity, quality and service figurcd by competition.

ASK Tlll: ('tISTOM|R TO lll: RI:ASONAIILI:.

Persuade him to make allowancc lor differcnces in your specifications or service that justily your Price.

Adjust your quantitics, qualities and services to those of competition and religure.

('heck to see il'the lower price is real or a figment ol' the buyer's too fertile imagination. Many a competitive price named by a customer was never quoted by competition.

WllY lS Tlll: PRI(lE LOwl:R?

Irind the "goodie in the nut" of the conrpctitivc pricc. lt's nearly always thcre. ljcaturc your cxclusive brands and thosc things you do that no competitor can duplicatc,

MOI )ll;Y Tl ll: SPI:('ll jl('ATIONS.

Thcn you and your cut-price competitor arc nol liguring on the same thing.

Sl:l.l- wllAT YOtJ llAVlr.

INLAR(;l: Sl'l:( ANI) Sl:RVl('l:S.

This will shill thc panson.

'il jt('ATloNS

basis ol' com-

Sl:l.l- 1'lll: PA('KA(;l:.

Add installation or erection labor to lll or a part ol'thc spccification and take the salc out ol'compctition. l)evclop a packag,e price.

(To he untinuul trc-rt nnntlr)

FRUt: OFF!:R

Art llood's list ol'compctitive services and ways competitors can chisel and skimp on them is available to those who send a stamped. self-addressed envelope to Wally Lynch, Paid Associates, P.O. Ilox 741623. l)allas. Tx. 7524.1