Dealers see bright future pressure treated wood

HERE it really counts in the lumber businessthe lumber yardpressure treated wood is achieving sales gains and recognition for the versatility of the product.

The Western Wood Preservers Institute recently polled dealers in different geographic areas to learn what their experiences have been in selling pressure treated lumber. Dealers are consistent in their comments and uniformly praise treated wood's immediate past growth while predicting a bright future of increased sales.

Story at a Glance

Dealers praise treated wood... lack of dealer knowledge can discourage sales...consumer education necessary...excellent market potential.

Dealers say the price, appearance and quality of pressure treated lumber are the most important sales factors. The biggest headache in selling treated wood seems to be the lack of product knowledge by the sales staff. When counter salesmen know the facts about treated wood, its advantages and uses, they are effective in selling it.

"There is a lot of misunderstanding about what treated wood really is and what it does," explains Frank Powers of Seattle Lumber Co. in Renton, Wa. "Treated lumber is still a new enough concept that most of the general public needs to be educated about it."

Advising the customer seems to be what sells theproduct. Hector Rochon of Herr Lumber Co. in Seattle says, "We find that once we show people the product and tell them how long it will last, they don't quarrel over price."

Another important factor in selling treated wood is appearance. "Uniformity of appearance in both the wood and the color of the treatment are important in closing sales. ' '

Rochon adds, "if they don't like the way it looks, we have a good chance of losing the sale."

Bob Gallo, Beronio Lumber, San Francisco, Ca., says some customers object to the color on decking. "On the understructure, they don't care." So, Gallo turns this objection into an opportunity by recommending treated wood for the critical understructure of decks, with customers using redwood or cedar for decking.

Why doesn't Gallo just recommend all redwood or cedar for decks? "The statistics back up the quality of the pressure treated product and also the longevity of it." Beronio stocks a fairly large supply of treated wood, and also handles industrial treated products such as fire-retardant treated lumber and plywood.

What about the future? Gallo says, "San Francisco is redwood oriented and pressure treated takes a lot of selling. But, I am dedicated to pressure treated wood. I have a high regard for it."

Depending on the selling region, dealers have different experiences with pressure treated vs. redwood and cedar. Jack Edl, vice president and general merchandise manager for Wickes Corp. which operates 27 home improvement stores in 38 states, says "Pressure treated wood is a universally accepted product, but, when you're in the western market where redwood is more