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BILL FISHMAN

Bill Fishman & Affiliates

11650 lberia Place

San Diego, Ca.92128 ers'" Then the big clincher' "They don't give any service."

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ten is the one entitled "How to Practice Self Deception." As more and more warehouse operators open around the country we are again listening to independent dealers talk of their customer base as being secure because they offer service.

It's time to reprint this article:

How To Practice Self Deception

Do you want to hide from reality? Join the crowd of building material retailers who find comfort in the big lie they tell themselves about their competition. They recite the rhetoric when they're asked if the competition is affecting their business. The phrase goes something like this:

"They don't give any service."

It's usually preceeded with:

"Heck no. .they don't bother us.

Their customers are not our custom-

I've heard those words from presidents of retail chains, operations officers, merchandisers, store managers and department managers. The "they" they're referring to are the Builders Emporiums, Ernsts, Grossmans, Handyman's, HomeClubs, Home Depots, Ole's, Pay'N Paks and the other mass merchandising chains, even the K-Marts!

Another comforting but deadly device employed by some retailers is the "we can price l09o higher than our competition because they don't offer any service." But let's compare these services and conveniences from the consumer's Doint of view.

Location:

The chain is probably located on a main traffic artery near the heavily populated residential area. The "Full(?) Service" operator is possibly in the industrial part of town or next to the railroad tracks on Depot Street.

Store Size:

Most home center chains boast 50, 60 or over 100,000 sq. ft. units. Many "Full(?) Service" stores try to compete in as little as a 2500 sq. ft, showroom.

Selection:

The "Full(?) Service" store offers their customers 1200 SKUs against the chain's 22.000 or more.

Store Hours:

Compare the chain store's 80 hours per week to the "Full(?) Service" store's 39 hours.

In-Stock Conditions:

The sophisticated chains now use EDP to maintain a constant stock vigil. How many customers does the poorly run "Full(?) Service" operator turn away because he's out?

Parking:

480 wellJighted spaces vs. 20 spaces. 'Nuf said.

Shopping Ease:

During peak hours the chain offers 8 to 20 (or more) manned check-out counters to ring up the attractively displayed self selection merchandise. And at the "Full(?) Service" store. . .well, how do you think customers feel about having to wait for a ticket to be written for a can of

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MOUNTAIN STATES FRED CARUSO executive secretary

Trinidad, Co., was named treasurer for the association.

IERRY Woodward, who took office lUas president of the MSLBMDA in November, is president and coowner of Woodward Lumber Co., las Cruces, N.M.

He is known for his innovative approach to employee and contractor customer incentive programs, which have dramatically increased the total sales volume of his family-run business. He became acquainted with employee incentives and their effect on business at the 1979 MSLBMDA convention in Jackson, Wy.

Woodward Lumber is a builder oriented yard with approximately 70 employees. A second yard is in the opening stage in El Paso, Tx.

Woodward's father, C. B., founded the company in 1922. A life member of the MSLBMDA, he recently celebrated his 82nd birthday. Jerry entered the business in |94. His son Gary is general manager.

Working with Woodward as presidentelect is Dave Stringham, Stringham Lumber Co., Salt l-ake City, Ut. Four new directors joined our board to serve three year terms. Steve Olson, Build-Rite Lumber & Supply, Rawlins, Wy., replaces Rick Heimsoth, Cheyenne; George Musselman, Boise Cascade BMC, Eagle, Co., replaces Marvin Steele, Denver; Walt Kellogg III, Kellogg Lumber Co., Denver, replaces Dave Stookesberry, Economy Building Materials, Greeley, Co., who remains on the board as an exofhcio member; Larence Greene, Cook Lumber, Salt Lake City, replaces Bob Young, Orem, Ut. Ed Sanlin, Trinidad Builders Supply,

Four new trustees join the insurance board; J.T. O'Neal, St. George Plywood and Lumber, St. George, Ut., replaces Dave Chambers, Utah; Bill Bohrer, B-Mart Home Improvement Centers and

Lumber Dealer's Supply, Pocatello, Id., replaces K.D. Ker, Idaho.

Filling a new position at large is Marvin Steele, Sterling Lumber and Investment, Denver. Kaj Lauridsen, Alpine Lumber Co., Denver, is serving as a non-voting liaison with the trust for one year.

A new brochure explaining how a dealer can sponsor a sales-building seminar in his store for professional remodelers is available by calling the MSLBMDA office. Available through MSLBMDA and the National Lumber and Building Material Dealers Association, the seminar is coordinated by the Westem Wood Products Association and involves field representatives from the American Plylvood Association working as members of a Wood Products Promotion Council team.

Northwest

lN fffe greater Seattle area there has fbeen a gang operating which specializes in stealing and forging checks and cashing them at unsuspecting businesses. There is now strong evidence that they are expanding into other areas. Ifproper identification has not been verified, banks are refusing to absorb any losses. Following .ue some I.D. guidelines furnished by a bank:

Good I.D. is a document issued by a reliable entity containing at least two of the following items: a physical description, a signature, a photograph. Driver's license (your state preferred), military I.D. (green - active duty; red - reserve; grey - retired); passport; employer I.D'; selective service card; trade license; student body card; concealed weapons permit (your state); government driver's license; state I.D. card and International driver's license (U.S. only) are considered satisfactory documents.

Additional I.D., usually containing only a signature, may be local bank VISA or Master Card, temporary driver's license, medical insurance card (could be used to check employment) or major credit cards.

Unacceptable I.D. include social security card, voter registration card, welfare card, birth certificate or medicare card.

Wlrcn sending in a thange ol addrcss please irtclude:ip corlc ort hoth old and rreu' addrcsses and eitltet the old labal or thc irtlbrmatiorr Irom it. Thonks!

"LOOKING AROUND" says Paul Bunyan

Paul does not rest on his fame as the lumberman's symbol of accomplishment. New requirements and changrng conditions keep him alert to progress.