Ceiling Sales Volume ls "Up" To You

by J. O. Hasselbach Residential ceilingproduct manager for the Celotex Corporation

HE RISING costs of new housing today are bringing I more homeowners into remodeling supply centers. With this situation at hand, the most important way for dealers to increase their profits from residential ceilingsales is to offer a choice of products to the consumer from the lowest priced to the highest priced lines. The customer thus has the opportunity to compare styles and "trade up."

With the trend being toward more decorative ceilings in terms of color, texture and design, ceilings are playing a changing role in home decorating. Building material and home center retailers are now in a position to offer more than yesterday's plain white ceilings. As the retailer offers more alternatives, ceiling purchases move into higher price categories, providing greater dealer dollar volume and higher profitability. Although

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the high ,style decorator patterns are still a small percentage of the market, their popularity is increasing.

Advertising in newspapers is a proven way of increasing ceiling sales. When you advertise ceilings, you sell ceilings. However, it is wise to refrain frorn advertising the plain white tiles at low prices. Advertise better quality products and you'll generate more sales dollars and profits.

The products should be prominently featured in a neat, well-lighted, properly signed and priced display. Overhead displays are the best way to show the products, but the bottom of the display should not be more than eight feet from the floor. Tlie lbwer the display, the more effEctive it will be. Next to each ceiling tile or panel product, advertise the cost of installine a standard l0' x 12' room in addition to the price per Jq. ft. This allows customers to estimate the total cost of the project and to see how little extra it costs to buy better products.

Your employees should be thoroughly tained in selling ceilings to do-it-yourselfers. Celotex is producins a new selfing manual 'for countermen as well as providl ing new brochures which describe the easy installation steps for customers. The sales staff must be familiar with both installation procedures and manufacturer's literature.

Use of LaBelle or Fairchild projectors to explain product lines and installation techniques is very helpful