Get wallboard sales climbing

I|OW do you increase sales of a Ilcommodity item like gypsum wallboard without slashing your prices - and your profits? The answer is to lnow who's buying it and why.

According to USG, the largest supplier of gypsum wallboard in the U.S., the vast majority of the product is sold td professionals. "The assumption of places like Home Depot and Builders Square is X)Vo of the people who come through the door are d-iyers. But 90Vo of your board sales go to the other l0% - the builder, remod-

Story at a Glance

Keys to increasing wallboard sales ... become familiar with advantage of brand name value-added products cross-sel ling oppottunities.

eling contractor and commercial custometr," says USG's Jerry Kopkash.

They buy from the dealer that makes it easiest for them, with contractor-oriented services, like eady morning hours and a separate enhance and register in the back.

In selling to dGit-youselfers, sales personnel should know the various types of wallboard and be able to suggest the best product for the job. Used on most interior walls and ceilings, panels come 4x8 or larger and don't lend themselves to flashy displays. 'Most wallboard products are pretty standard and are typically stacked in lifts of 50 high or higher," explains Chris Beyer, GeorgiaPacific. "But there are opportunities for retailers in upselling, emphasizing the added value of more sophisticated products."

Water-resistant wallboard, also known as tile backer, featues surfac- ing paper that has been reated with special chemicals and asphalt combined in the gypsum corc to add moisture protection. It is used as the base for the adhesive application of ceramic, metal or plastic tile in bathrooms, kitchens and other high moisture areas.

Fire-rated wallboard, or T14)e "X" board, has a specially forrrulated gypsum core with additives to give it greater fire resistance. It is designed for interior walls and ceilings where building codes demand a higher fire rating. Whereas regular wallboard may be ll7' thick, a 5/8" thick firerated board will also be stronger and more sound deadening.

Larger sizes can often save the installers time and money. Temple-Inland now offers a tapered-edge gypsum wallboard manufactured a full 6" wider than traditional 48" wallboard for hanging 8-ll2' or 9'walls.

"Strerch 54" produces a single joint, where horizontally installed 48" wallboard would leave a gap, meaning more labor and material to finish the job. Because they're installed with fewer seams, walls are smoother and stronger.

Lou i siana- Pac if ic recently introduced a new wallboard panel not longer but stronger. While the primary strength of conventional wallboard comes from the sheets of paper which encase the gypsum, FiberBonrl has internal strength since it is made by mixing gypsuql with wood fiber from wastepaper. The wastepaper makes up abott 3OVo of each panel, reportedly increasing its strength, ease of installa- tion, thernal and sound insulation and nail holding abitty.

Dealers can also sell the advantage of a recognizable brand name. "The name and reputation of the manufacturer can be reassurances to the customer," says Beyer. "Service and consistent quality are also definitely imporAnf"

USG projects itself as the preferred brand of the professional. "D-i-yers get a good feeling from using what the pros use," said Kopkash.

The wallboard sale also lends itself to add-on sales, like joint compound" tape, nails, safety razors, utility knife, spackling lnife and bread pan, even if the display/stocking area doesn't. "There are a lot of opportunities to cross-sell," Beyer savs. "A department could be configured with a sign noting, rp91 installztion items, look at aisle number such-and-such. "'

There are also take-one brochures and continuous-run loop videos on installing gypsum board that dealers can have on hand for do-it-yourselfer customers.

Don't just stock wallboard. Sellit.