Exotic hardwoods offer high profits

HANDS0ME exteri0rs. inleri0rs and wood working projects begin with fine hardwoods The marketing of exolic hardwoods can pro \/idp 2 airnnn ailqtnmpr rpq "- --p0nse.

FTETURN on inrestment or inrI creased profits per foot of space utilized are concepts u'hich attract a great deal oI attention uhenever dealers meet to discuss the state of today''s business.

Yet, one subject seldom mentioned is the high profits s'hich can be made with a minimal amount of space devoted to exotic harduoods. In most instances, it only' requires creating an attractive visual displai area for various species and informing customers abour the availabilirl' of the u'oods. \['hile ]'ou ma]'not sell large quantities, exotic harduoods are a qualit;'product rvhich can command high prices because the)' are unique. Regardless of hou disrressed the economy, there are al*a1's prospective bu1'ers $ ho have mone) Io spend on products uhich are considered exclusive.

In certain parts of the countrl', for example, homes in the million dollar plus categor!' are finding a good

Story at a Glance

High return on investment market slrong inspite ol economy . . . wholesalers provide support abundant possibilities.

market, and these are the t1 pes of structures for uhich erotic harcuoods are a nalural. \lanl of the commercial projects nou under construction can also \\'arrant the cost of exolic hard$oods for panelin_e. special furniture, entrance \\'avs, accenl areas and erterior siding. \\'hile most dealers do not solicit business fronr

0UALITY harcwoocs sucn as ln0se usec r. tne carre Ing 0n In s LJXUJ tacni crea:e ,l smar 0ul oro{rta0 e ma'kel '0r a ''!ooc cea e' producers of end products, oftentimes these manufacturers would prefer to work with a local source rather than some distant supplier. This is also true of industrial users such as railroads, mining companies, steel mills and foundries. Local schools with woodworking classes are another source for sales.

To take advantage of this opportunity for additional business, it does require the dealer to devote a certain amount of time to analyzing exotic hardwoods available, their characteristics and applications. It is usually best to appoint one individual in the organization to become the resident "expert." For example, a wood such as teak has a wide variety of uses for furniture, boats, mouldings and paneling. Apitong, a heavy, dense wood, is used for pilings, mine shaft supports, truck floors and similar applications.

But, this is just scratching the surface. There are hundreds of different hardwoods with different uses and having someone know just a few can generate business which may be right in your own back yard. Since you will normally realize a 5090 profit on the sale of these woods, it certainly seems worthwhile to investigate the possibilities.

The big question to most dealers is how to accomplish this? Fortunately, you do not have to spend years getting an education. Several largehardwood wholesalers located in various parts of the country are more than willing to help you get started and provide the technical assistance to answer virtually any question. They will also supply literature for use with your customers, advertising materials, display samples and will back you up with inventory whenyou get an order. Several make their sales people available for seminars and calls on customers who require special attention.

One dealer, who has had notable success, displays a large map of the world which calls out where various species are harvested and shows samples of how these woods look in finished form. By becoming a specialist, he has gained the confidence of customers, and they solicit information on other high-end products which he can supply. While this information did involve searching out the sources of supply and learning some pretty unusual names, the enthusiastic reception from customers has made the effort worthwhile. Since exotic hardwoods arc sold on special order, the only investment besides time has been the map, a small amount of counter area for literature and samples and a brief mention in local newspaper advertising.

At a time when everyone seems to be scratching his head to find ways of improving business, perhaps a phone call or two will open up a whole new range of exotic possibilities for you.