Personnel training helps hypo chain's sales

66I[/ESTY'S

BEST".

IA/YV ter believe it!

and you'd bet- o'We quickly determined that the man wasn't specific enough in telling the public what we want to sell," comments Raymond Prell. Wetern's branch store merchandise manager. o'So this year we got more specific and are using the Stanley brand name plus a photo of their electric drill. It's really helping sales."

If you have any doubts about this message, it's certain you don't reside in the San Diego area where Western Lumber Company has this slogan and Stanley Tools' brand name splashed across 35 colorful billboards on all major traffic routes.

"We've been getting an excellent play from the billboard message which is aimed at increasing both our image throughout southern California and our power tool sales," explains Western Lumber President John Sullivan. "We spend about $20,000 a year on radio advertising, but we think maybe our billboards do us even more good."

'W'estern Lumber Co., San Diego's largest lumber and building materials chain, first used billboards a year ago with the tt.W.esty's Best" message and a caricature drawing of a many-armed man with hammer in one hand, saw in another, rule in another, etc.

W'orking closely with Western Metal & Supply Co., Stanley's San Diego distributor, the comprehensive advertising program was used to produce the billboard space on a co-op basis.

Sfory dl d Glcrnce

Dealer pushes co-op advertising with power tool manufac- turer billboards, timely store demonstrations polish image, beef up sales . .promotions move from store to store remodeling of facilities smooths the way to better understanding of customer's needs, desires, buying habits.

More than 6500 colorful envelope stufiers were sent to all Westy account customers in time to plan their Christmas shopping. "This promotion was well planned," says Jack Beyers, Stanley Power Tools western regional division manager, "for it tied in perfectly with a full-page Stanley ad in the then current issue of LIFE. The flyers reached Westy's customers at the same time as the magazine and the billboards kept on reminding the public. Timely store demonstrations completed the merchandising effort." o'We've talked about personnel training for ten years or more," adds Westy president Sullivan, "but now we are really doing something about it in many lines. These meetings are upgrading our men as well

This Western Lumber Co. promotion to the public is but one phase of their power tool merchandising effort. Another important part of the program is sales training.

'oWe have selected one man at each of our five stores to become our power tool expert," explains Prell. "These men meet every two weeks to learn more about the tools we sell, how they work, sales points that should be made in making a presentation or demonstration of the tool, and in general-everything possible about power tools."

(Continued, on Page 12)

Authentic Colonial Styling in a zoth Century Product

Your builders will be impressed with the quiet charm and dignity of authentic williamsburg Hardboard siding. Point out the deep shadow line and the long, low look of eleganee stemming from the contoured profile and 6" width. Then tell them that williamsburg-X-ninety Lap siding has 20th century durability. williamsburg-X-ninety Lap siding is highly weather and dent-resistant, and there's no grain to raise and check the finish. Face and back primed. and ready for painting, williamsburg-X-ninety Lap siding goes up fast and finishes fast. r An attractive, free-standing display which demonstrates the new profile in lap siding and gives your customers some mighty good reasons for buying it, is also available. Literature describing williamsburg-X-ninety Lap siding is yours for the asking. stock up on this popular new siding. see your Masonite represenrative, or send the coupon today.