This yard finds

A T FIRST glance, the exterior of Betts' A 5in" L,r-"b". Co. has the traditional' look of most building materials and lumber. dealers. But on closer inspection' the upto-date showroom and yard give the solid feel of modern merchandising techniques and competent sales peoPle.

"W'e attempt to service the customer and work with him," asserts Red Betts, who is in charge of the company's Culver City, Calif., location, a post he moved into as his father, Warren Betts, went into semiretirement. Bob Betts" Red's younger brother, manages the companyos Palms Lumber yard which Betts'Sine bought in r962.

Many traditional yards have suffered during the recent slump in building. BettsSine and Palms have thrived by placing their emphasis on the retail customer aud industrial accounts. Last year's gross $as $700,000.

"We'd like to do all our business with industrial clients," Red declared.

'oPrice with industrials isn't important. They're looking for service and are loyal customers when they find it. They bring us the most profit."

Betts-Sine sends a newsletter envelope stufier to their industrial accounts. It offers entertaining news notes along with a plug for Betts-Sine and a supplies check list where the customer can check his current needs, then place a call to Betts-Sine.

To woo the retail customer, Betts-Sine puts out a series of direct mail brochures. Almost I00 percent of their advertising budget is spent on direct mail. In addition to their ad in the Yellow Pages, they send out a brochure five or six times a year.

The company rarely spends any of its 2* percent of gross advertising budget on co-op ads. There is too much paper work and too rnany restrictions. "They get it tied so tight," declared Red, "only their prod' ucts or no competing products can be ad' vertised on a single page. And thby want 16 gillion checking copies. Many give as'