hardwoods

Bccausc of lhc higher inventory intestmcnt. solid rcsclfch and thorough knorvledge ol' tllc spccilics ol' hardu'ood markctin! arc Iour bcst protcction frttm tnaliing expcnslVc crTors.

Iirllori' t.hesc stcps trt reducc lour risks:

DI'.TI'.R\lI\I.- 'tHI', \IARKET - lalk *ith vour salcs stul'f. Arc thcl rcccirirtq llUlnf r()tl\ rcqUe \l\ lirr ltlrtlr" Ottd I .\rC tlre r rrilling to invcst thcir cncrgics to lcarrt thc tcc h nical lr\l r-cts ot' hltrd* txrds .'

[)rot'ilc vour tlfcct cu\totncr\. .'\rc thcv d-i -\ er'll\ull)cr\. ('()lltritclrlf s. r-Iltl t:lllCI) .'

\\'hcrc urc t1tcy bur rns ' i\nullzc thc salcs potcntial. IIori ntuch clul \'()u expcct to scll.'} Could the spacc hr uscd nrorc prot'itahlr I ls hc a rucrtrhcr ()l tlic Nlttionltl Illtrtluood I-ulribcr '\ssociation.) NIIL..\ rcqulates thc grlrding ot' hrtrd*orttls. traitts gnrdcrs at t1lcir \lclriphis. 'l-n.. schtxtl. luhitnrtc\ qultlitV disputcs rutd clut hc an itr\.alulrhlc rcsourcc for r ou.

\\'ho lre \'()ur conlpctitors - otltcr huilding products rctlrilcrs. hotnc cclttcr\. \nccialtl crult luid *ocxJ*orkinc housc:I Bc auluc tliat in sonrc areirs industrial *holcsalcrs capturc significitnt tnarkc t scslncn [\. 'l'akc a crx)d k)ok at \'()ur potcntial cornpctitors. \\'hat spccics are stockcd.) I)ocs tic prtiduct look tie sh I I)o lrrlr hAvc ntlrkcting strcngths or uniquc scrviccs thrt \\ill girc rou an cdgc on tircnt.)

If vour rcsclrch convittcc: r'ou hltrduoods ru:c uoiltuhilc. cortsidcr sourcing.

CHOOSI, \'OL R SUPPI,II.-R \\ I'I'H CARIr - IIc should huvc lons \tiutditt! e()ttncctions ri ith thc hurdu ood industrv ttr LII\Ure rrtU fCCCir C .l (()ll\i\(CI)t \tlnfil) \\l' stahlc. quulitr lutnbcr.

\lll-,\ clui guidc vou irtto thc rnrdltt!. srzrnq und tcnninologv unique to tltc hrrdurxrd industn. Iror crlunplc: lxS irt hlrd*rxrds is I'ull llrtisltcd Incasurc. not tttlnttrtltl sizc. 'l'hc1' scll a rarictl of training puhlicrttions and videos as rr cll as colorful inlbrrnutioniil hrocliurL'\ tlrat ri ill irttcrcst )()ur customcrs artd panrpltlcts usct'ul in vour " grtcn" mlrrkcting cl'frtrts.

Sirtcc thc cstthlishcd llru ol'hlud*trrds ls through tightlr dct'ined rcsiottal ttct* urks. it is r ital to l'ind a ntulti-sourcctl. \crvrcc Oncntcd sLrpplicr. (lhcck clrcl'ullr

Arc tlic nrinirrium ordcr quruttitic's rculisticl Will tltcy' allow 1'ttu to tnix spccics attd thicknesses t.o make price brezrks? Will they fill special orders prornpdy?

October 1994

A trip to investigate distribution facilities is mandatory. The operation should be neat and orderly with tight qualrty control. While there, affange to meet with the main mill reps.

Ask questions. Do they use predriers to increase stability? Do they end coat or use baffles to reduce radial checking and end splitting? Do they dry their own stock or contract it out? Generally, in-house drying meuurs better quality.

Do they mill a full range of thicknesses - 414, 514,614,814, l0l4 and lX4 - for all their species? Will they help fain your yard and sales staff? Do they have a field force that can give sales support or are they telemarketing oriented? Are promotional items available? Will they share special advertising costs needed to launch your new product line?

DEPTII OF LINE - Product mix is vital. Start with a naffow line of basic species - leave the exotics to the specialty stores and mail order craft houses. Red oak, maple or birch and cherry make a good starting point. You may wish to add black walnut or Honduras mahogany as demand justifies. Seek the advice of your supply rep who can counsel on what others are carrying and perhaps work out a smaller initial order responsive to your needs.

Laminated lumber and panels, once shunned, have become a force in the marketplace as the availability of wide lumber declines. Two types are sold: continuous length and end laminated (boards assembled from small pieces of lumber). Of the two, the continuous length is preferred as it finishes without annoying cross lines to intemrpt the grain effect and surface beauty. If you venture into hardwood panels, monitor inventory closely. They are very expensive.

Be sure to stock enough inventory in each size panel, especially if they contain unusual colors or grains, to make a project feasible. Specify an adequate number in each shipment with a return option on unsold merchandise after a suitable time.

DECIDE MARKETING DE.

TAILS - The proper display is importanl The rich, pleasing look of hardwoods draws the customer's eye with an attractive offering generating traffic as well as providing sufficient grain and color variety to make selecting the right lumber easy.

Look at your stock and displays through your customer's eyes. Is the display inviting? Convenient to select from? Well stocked? Would you buy from it?

Many high dollar add-on sales can result when the savvy merchant places quality tools and accessories, solid brass hardware, abrasives, glues and fine finishes in proximity to the lumber, possibly as endcap displays.

Look for promotional ideas. Check with your tool vendors to see if they will offer a coupon for a product discount tied to a specified dollar amount purchase of hardwoods.

TRAIN YOUR SALES PER.

SONNEL - As important as correct product mix and proper display are, knowledgeable personnel are vital.

Skilled, infomred sales personnel are the pillars of any successful marketing program and this is especially true for hardwood lumber. To sell effectively, they must be proficient in the characteristics and use of the lumber and lmow the best tools and t€chniques to use in completing a fine quality project.

An invaluable technical resource often can be found right in your yard. Probably many of your yard crew are woodworkers with a wealth of expertise. It has been found that customers often return to a store for additional purchases after visiting with an enthusiastic yard employee.

Focus your training on asking questions and listening to the customer's needs. How will the lumber be used? Is srength a factor? Is the thickness sufficient?

Will the wood be carved? Black walnut works exEemely well, as does maple. If mahogany is being considered, recommend Honduras, never Philippine, which splinters too easily. Is a mirror finish desirable? Tightly grained woods such as birch and maple produce better results than bold grained varieties such as red oak or ash which need to have the grain filled before fi nishing.

Does the customer have the right tools? Ifhe doesn't, be sure you have them available with someone ready to explain their merits and uses.

Emphasize that the sbarpness and edge holding qualities of superior grade steel saws, bits and hand tools are well worth the extra expense especially if many projects are planned. (I personally prefer Sheffield steel although there are other less expensive and quite good quality steel tools available.) Consider stocking inter- esting tools such as the pull saw long used by Japanese craftsmen to produce a fine, smooth edge with minimum effort.

Point-of-purchase videos attract great attention and help to make many sales. Consider creating a hardwood library ofbooks and videos.

Some of the larger suppliers offer very successful hardwood marketing prognms. They include displays, bythe-piece inventories and even readyto-finish parts that require little machining by the customer.

However, I recommend creating your own unique format, one that will set your business apart. Ultimately, what will succeed in your business depends on your customer profile.

Hardwood lumber is a premium product. When a person is creating a project of heirloom quality, he often gives his wood selection the same time and detail he would devote to purchas-

Story at a Glance

How to make money selling hardwood ... determinlng the markEt ... selecting a supplier ... deciding what to stock, how to promote, advertise and display ... training your sales people.

ing fine furniture. Your hardwood customer will usually spare no expense to obtain a great result.

In addition, extra high profit sales result when associated products are suggested by the sales person. Experienced customers will recognize and respect the effort, and the novice will greatly appreciate any advice that will eliminate the frustration and wasted expense associated with making an unwise choice.

Educate yourself and your personnel, sell hardwood with upscale techniques, and offer quality tools, hardware and finishing supplies !o increase the value of your sales.

Your success will ring at the registef.

Hunsberger has worked as a sales and systems maruger for regional and national wholesalers. In addition, he has had his own shop where he worked cts a cotnmercial Jinisher and antique reproduction cr$tsman - Editor.

II'ARDWOOD plywood can offer II contractor and remodeler customers an affordable alternative to solid hrdwood for paneling and cabinetry.

Depending on the veneer sPecies and grade selected, almost any solid hardwood color and grain panern can be achieved with finishing ranging from good to superlative.

Hardwood plywood panels are veneer marched in a variety patterns: book match - resembles opened pages of a book, with oPPosite Patterns identical; slip match - progressive pieces of veneer are joined side