Deck maintenance opportunities for dealers

Bv Bruce R. Palmer Irfanager, sales and marketing Cox Wood Preserving Co.

al UESTIONS on deck maintenance

$fruqu"ntly outnumber questions on deck construction at deck clinics and onhome improvementradio shows. Homeowners have become increasingly concerned about the appearance of older decks. Retailers can convert this concern to additional sales and greater customer loyalty.

By offering both construction and maintenance tips, suggesting maintenance products and reminding customers ofmaintenance schedules, a dealer can help both his customers and profits.

Story at a Glance

Waysto respond to questions ondeckmaintenance .construction tips, information about sealants, water repellent treated wood... how to develop follow-up sales and maintenance service.

Lumber properly pressure treated will last for decades, resistant to structural damage from termites and fungi. But weather, the continual altemating of wet conditions and drying sun, affects the appearance of the wood. Swelling, shrinking, warping, grain raising and cracking are natural responses to wet/dry cycles.

Fortunately, there are steps that consumers can take to minimize moisture damage. Helping consumers with those steps can benefit dealers in generating repeat business, customer loyalty, sales and profits.

Begin by providing customers with building tips that will minimize later problems. You can reduce eventual maintenance for customers by advising them of sound construction techniques when they buy their lumber. This also gives your customer a favorable impression of your yard's expertise. He'll see you as being knowledgeable and helpful. Furthermore, sharing hints will give him more realistic expectations and will relieve you of some responsibility when maintenance is required.

Here ate some construction hints that will be appreciated: Avoid long spans between support points e Use enough nails2 across a 2x4,3 ona2x6 o For greaterholding power, use ring or spiral shank nails or wood screws Consider using a weatherproof wood adhesive such as PL500 Lumber wider than 6 inches should not be used as a flat surface

In addition, encourage the use of a good sealant. Most homeowners are now aware that moisture will harm the appearance oflumber. This provides an excellent opportunity for a tie-in sale. When customers buy treated lumber, suggest that they purchase sufficient water repellent to coat the wood. This could lead to additional sales of brushes, rollers or sprayers.

As an alternative you can offer waterrepellent treated wood. Treated wood is now available with a built-in water repellent. Wolmanized Extra built in water repellent is the brand we use in all ofour DuraPine by Cox decking products. These decking products are pressure-impregnated with a water repellent as well as CCA preservative to better stabilize the wood and control moisture effects, then dried after treatment. Nationally, sales of water repellent treated wood have increased significantly over the past two years even though sales of treated wood have fallen somewhat. However for maximum surface protection, even water repellent treated wood should be coated periodically with a topical sealer.

You also can develop a program to give deck buyers timely reminders of maintenance. Keep hackof whenhomeowners purchase lumber for a deck. After a year or so, send them a note about the value of periodic maintenance. You might even offer a special "deck customer" discount on water repellent. Such reminders can generate sales while maintaining positive contact with your customers.

Another option is to offer deckmaintenance service. Many building material centers are getting involved in installed sales. Why not maintenance? Deck miintenance requires relatively little investment and no exceptional skills. A deck maintenance crew can clean decks and apply water repellent and stain to save time and trouble for homeowners.

A dealer would have an excellent prospect list from information collected when lumber is purchased. He would know whonl to contact and when. After maintenance workis done, the supervisor could leave behind a $5 gift certificate to promote a visit to the store.

A dealerwho takes advantage ofthe need for deck maintenance will not only add to his sales, he'll reduce complaints, build good will with existing customers, and possibly add some new customers.