oll CASCADE.

COUNT ON US TO COMMUNICATE:

We slrive to know and understand ygur needs. Our traders have at their fingertips the most current market information, and we haye the abilily and facilitios to pass that valuable information on to you. We constantly assess and interpret trends and keep you informed.

COUNT ON US TO PROVIDE GOOD SERVICE:

Our philosophy is to sellthe highest quality products available to you, when and how you want it. Quality of goods and timeliness of service is our biggest strength and highest priority. Problem solving as well as sales, is part of our jobwe pride ourselves on the quality of our iclbtv-through. This is what sets us apartyou get what you want, when you want it. Our customers are as varied as our service. We can fill any requirement from the smallest to the largest. whether it be mixed cars. trucks, vans, or LTL orders.

COUNT ON U$ TO MAKE THE BEST DEAL:

Our annual sales in excess oJ $120 million and over '10,000 carloads and trucks assures us of a resp€cted position in the industry we serveour volume will keep you competitive

COUNT ON US TO DELIVER:

Our largesl staff function is transportation. Our full time rail, truck, piggyback and van personnel are alltied to our central computer. We stay current with all the effects of deregulalion, constantly searching for ways to further lower transportation costs and ultimately your delivered cost. We have the ability, the facilities and the desire to provide you with the best possible product at the best price with the best service.

WHEN IT COUNTS, COUNT ON CASCADE.

1985 VOLUTE 4, llo. 7

Major

Al{D

Publshcr David Cutler

Editor Juanita Lowet

Assbtrnt Edltor David Koenig

Contribudng Edlton

Dwight Curran o Gage McKinney

Art Dirtctor Martha Emery

Stdf Ardst Carole Shinn

Cilculetion Dorothea Creegan

Building Products Digest is published monttrly at 45q) Campus Dr., Suite 480, Newport Beach, Ca. 92ffi, phone (714) 852-1990 by Cutler Publishing, Inc. Advertising rates upon request.

N)YERTISING OITICES

FROM TEXAS, I{)UISIANA, MISSISSIPPI. VlRGlNlA. rod TENNESSEE con.cr Drdd Gil.r, 45m Campus Dr., Suitc 4S, Nrypon Beh, Ca. gre. Call (714) t52-19m.

INOM YIRGIhIIA, NORTH CINOLINA. SOUTH CANOLINA. GDORGL{, rl,oru. DA AM AL/\BAMA: Contd Crl Y-. Z)5 Oqno I>., L6 AqEd6, Ca- st|9. Phonc (213) 472-3113 or (tl4) t52-19$.

FROM THE NORTHEAST: Jocrpl A. Slce, 5l Mainc Avc. F.{, Rockvillc Ccnrre, N.Y. 11570. Call (516) 57t-1625.

}.ROM WASHINGTON STATE ONDG()N rnd IDAHO: contrt Crolc Hoh. l0lt Lbyd 8ldg., Scatlc, Wa. 98lol. Phonc (lb) 6US|O.

SI.'BSCruPTIONS

Chrngc of Addrcsr-Send subscrip tion orders and address changes to Circulation Dept., Building Prodrrts DUesg 4500 Canptrs Dr., suite 4ff), Newport Beach, C.a. 9660. Indude address label from reccnt issue if possible, plus nar address and zip code.

Subscriptkn Rrles: U.S.: $20one yeari $3Gtwo years; Ssothree y€rus. Foreign: one year papble in advance in U.S. funds-Canada or Mexico: ur-$2: surfre-$3?; South America: air-$60; surface-$39; Asia: air-90; surface-$39; Europe: air-t90; surface-$39. Single copies 32; back copies $3 plus shipping & handling.

BUILDING PRODUCTS DIGEST b an independently-ownd puNiation for the ,etail, wholsle and distribution levels of the lunbr ond building supply morkas in 13 buthern slcil6.

Paulsel Names New Exec. V.P.

Phyllis Paulsel-Elikai has been named executive vice president and chief operating officer of Paulsel Lumber Co., Fort Worth, Tk. She will be responsible for implementing policy and overseeing all daily operations of the company.

Mrs. Elikai, who received a masters degree in business from Texas Christian University earlier this yea4 has been with Paulsel Lumber Co. for the past seven years. She is married to Dr. Fara Elikai, assistant professor of accounting at Tbxas Christian University.

Lee Paulsel remains president and chief executive officer of the company, a post he has held since 1975. O. B. Carte4, who recently retired as general manageq will continue as an advisor. He has been with the firm since l9{9. Ron Martinson is sales manager. Jim Disciorio and Lecil Wyche are responsible for outside operations and the remanufacturing facilities.

Paulsel Lumber Co., a wholesale distribution center and sawmill concentration yard, has been selected by Inc. magazine as one of the 500 fastest growing private firms in America for the past two years. They were most recentlv ranked as #186.

Selling Skills Videotape

A new videotaped training course on selling skills and customer relations for retail hardware/home center employees will be available from the National Retail Hardware Association and Home Center Institute.

The program will include nine videotaped training modules, and a combined study guide and workbook. Featuring Bill Sharp, a leading sales trainer, it is designed for individual study or group training.

Production of the programs is being completed and delivery of the tapes and workbooks is set for Oct. l, 1985.

A very old problem still unsolved

/l couuoN SIN in the hardware and Iheu5swares field is the confusion between features and benefits. Companies too often get wrapped up in how a product is made, what it is made of and how the parts work. What they forget is that unless these product features are translated into what it does for the customerthe benefitsthe potential buyer may stay just that, potential. Whoever does the selling must remember that most customers need an explanation of how the features benefit him.

Forgetting this important difference occurs at all business levels. This morning we received a news release from the folks at Reichhold Chemicals that will serve to illustrate the point. The first paragraph says:

"Dover, De.The Emulsion PolYmers Division of Reichhold Chemicals, Inc., has introduced a modified carboxylated acrYlic copolymer latex which is designed as a base for caulks and sealants."

Well, good for them. But where is the customer benefit? I, for one, wouldn't know a "modified carboxylated acrylic copolymer" if I fell over one. Only later in their news release did the firm get around to pointing out all the goodies that the buyer would derive.

Unfortunately this is a common, not isolated instance. We get this bafflegab daily. We also see it, as you do, in product literature, displays, catalogs, labels and a host of other places where a company is trying (apparently) to communicate with the consumer.

At the heart of the problem is the fact that the company is thinking of itself, not the customer. The self+entered corporation is concerned with itself and its products, forgetting that the customer is the one who should occupy its thoughts.

The confusion between presenting features and benefits is an old problem. Regrettably it is still prevalent because too few people in this business stop to factor customer consideration into their thinking.

You demand quality. You get it with Osmose' Wood Products from MG Building Materials. Ask us about the highest quality, most durable, clean and safe wood products on today's market.

From our convenient San Antonio location, we can ship Osmose Wood Products all over Texas. On shorc notice, we'll select your order from our large inventory and have it rolling to )rou... quickly and efficiently.