Never be second

L.Tevr,n ASSUME that customers

I \ understand when you fall short. You may want to believe that they sympathize when you're short-handed at the counter because someone called in sick, or that they'll be patient when a call-in order isn't ready because you've been busy, or that they don't mind being placed "on hold."

While it would be nice if customers did cut you some slack during challenging times, the hard fact is that regardless of how the economy performs, customer expectations of how suppliers perform continue to escalate.

It's business evolution. Some dealers and wholesalers fail during unstable times, while others emerge stronger than before. The strong see opportunities to turn loyal customers into advocates and to gain market share from weaker competitors. If that stronger distributor is you, there are several things you know you must do. For starters, ramp up your knowledge of your customers. Find out where they are hurting and how you can help. Determine your firm's strengths and flaws, and be aware of competitors' competencies. And recognize that there are several things you must avoid doing altogether. l. Nrrq think, " Our customers are dffirent." One of the biggest mistakes a wholesaler makes is buying into the idea that customers in the construction industry are somehow different from customers in the retail world, or that B28 customers are different from

B2C. They're not.

The contractor at your counter today will buy something from a retailer this week. He may take his truck in for an oil change and enjoy complimentary cookies and beverages while relaxing in a comfortable waiting room. He might take his 5-yearold for ice cream where an enthusiastic scooper turns a double-dip cone into a juggling act worthy of a Disney entertainer. When your store is closed, he'll go to a d-i-y box and a knowledgeable greeter will eagerly welcome him. High-performing retailers like Starbucks, Apple and Amazon establish the expectations of today's customers. These expectations aren't lowered just because a customer is dealing with a wholesaler.

Affiliotions: AWPA, W\MPI, lRG,I-ACN, HLPA

2. Nrru engage in a price war. Identify brands that still command and get full price. Then stock them according to customer demand. Focus on keeping margins healthy. Avoid the "how cheap do we have to be to get this order" mentality. Have a little faith in your own reputation as a solution provider.

3. Nrr", mention "The Economy." It's easy to commiserate with customers and share in the doom-andgloom headlines from the twitchy news people who seem committed to spreading fear. Don't participate in that conversation. As Warren Buffet points out, "Fear is very contagious. You can get fearful in five minutes, but you don't get confident in five minutes." Do you really want to make your customers afraid to buy? Be confident, not fearful.

4. Nnre, promise erceptional service. "The customer is king," "best service in town," and "service after the sale" are clich6s and hype. If your customer hears you make these empty claims, they probably won't believe you.

Instead. offer facts that can be quantified and substantiated. "We average a 977o fill-rate on all orders." "Local deliveries made within two hours, guaranteed." "On call 24 hours a day." Never make a claim you can't substantiate. Facts, statistics and specs are more believable than broad sweeDing generalities.

5. Nrr", share internal problems. Recently a customer told me about a layoff at a competitor of mine. When I asked a friend who worked at the business in question, he verified the exact information that the customer had told me. The only reason the customer even knew about it was because someone at the company told him.

Customers talk to each other. Sharing negative infbrmation about your company with one customer can instill panic in your entire account base. Keep "family business" in the family.

6. N"ru preach what you don't prac'tice. Persuading your customer to buy the latest "green" product is difficult when you're using last century's technology and products. If you're going to target the green market, you have to practice sustainability within your own business. And the same goes for any market you want to penetrate. Use the products you're promoting.

7. Nrrq assume your customer's loyalty. Your most loyal customers are typically your most profitable, especially when you consider lifetime value. They're most likely to refer other customers to you. increase spending as they grow, and provide an invaluable resource of information. Find out why they buy from you and what you can do to reward their loyalty. Consultant Clive Humby says, "Customer loyalty isn't about customers being loyal to you. It's about you being loyal to your customers. You earn loyalty by giving it."

Companies that avoid these pitfalls discover a business landscape that is more rewarding, less competitive, and less crowded. Look at Starbucks, Apple. Amazon. Each occupies a position in the business stratosphere that transcends commodity and comparison. And when you transcend commodity and comparison, your customers will say, "I'd never take my business anywhere else."

- Mike Dandridge is an industry speaker, founder ofconsulting J'irm High Voltage PerJ'ormance, and author of Business Turnaround. Reach him at (254) 624 -62 99 o r md@ thep e rfo rma nc epro.c o m.

ALL-WOOD SKYSCRAPERS are the subiect of a new B.C. studv. (Artwork couftesy of mgb lacnrtCTURE + DES/GN. Equilibrium Consulting, LMDG Ltd, and BW Group)

Designers Use EWP to Push for World's Tallest Wood Building

What's expected to be the tallest wood building in North America-and possibly the world-will be built using new construction methods and engineered wood products, rather than traditional concrete and steel.

More than 30 firms have expressed interest in designing and constructing the proposed 1O-story Wood Innovation and Design Centre in Prince George, B.C. The building would be used as a teaching and research center for developing innovative wood products.

"I think the opportunities around non-residential, tall building construction as it relates to softwood is the first really good value-added industry opportunity I've seen," said Jobs Minister Pat Bell. For the engineered wood building industry to be successful, he said, it has to develop technical expertise, create production capacity, and change outdated building codes that don't contemplate using wood beams instead of steel or concrete.

One champion of the project is architect Michael Green, who heads his own firm in Vancouver, B.C., and co-wrote The Case for Tall Wood Buildings, which was released last month. He maintains that up to 30-story skyscrapers can be safely built with "mass timber": cross laminated timber, laminated strand lumber, and laminated veneer lumber.

"The report describes a new structural system in wood that is the first significant challenger to concrete and steel structures since their inception in tall building design more than a century ago," said Green. "It's the first to show how to do it in a predominantly wood way at the scale we are talking about."

He sees tall wood buildings as a way to tackle climate change and increase sustainability in urban areas. "Concrete production is responsible for 5-8Vo of the world's carbon emissions," he said. "Steel production eats up 47o of the world's energy." Combined with responsible and sustainable harvesting of natural resources, he said, wood is a costeffective, practical, and responsible material for structural use in mid-rise and tall buildings.

Another issue is cost. According to Green, the cost of building a l2-story wood building would be the same as for concrete, about $283 per sq. ft. A 20-story wood tower would cost marginally more than concrete, at $300 per sq. ft. versus $294.

"For the idea of tall wooden buildings to be viable they have to be cost effective," Green said. "We can show that wood structures are dollar for dollar or cheaper compared to other buildings."

According to experts, there's a worldwide trend toward taller wood buildings. In Norway, a 17-story wood building is being considered. Austria is contemplating a 30-story hybrid wood and concrete building.

"We're at the stage where we're able to show what's possible, a bit like that Eiffel Tower moment," he said. "That was built when no one used or understood tall structures, but it showed what could be done and, just as importantly, it stretched the imagination."

DuraLife Decking Revived

Former CorrectDeck executives have formed Integrity Composites LLC to acquire the Duralife composite decking line and Biddeford, Me., production facility from GAF Building Materials, Wayne, N.J.

GAF acquired the bankrupt Correct Building Products plant and other assets in2OO9, but decided to discontinue them late last year.

Integrity will again manufacture decking, railing, porch and dock products at the 100000-sq. ft. plant.

"We are extemely pleased to be manufacturing and shipping state-ofthe-art decking products to our customers and to have the opportunity to work with key personnel, some of whom have been employed at the facility since its inception," said general manager Jeff True.

True had been c.o.o./v.p. of Correct. Integrity chairman Matt Bevin was president and chairman of Correct. BuiHhgrhodudsonr fhis home is 6,000squorefeef so lusedlJoist ondLVt from severol dif{erent unifs ond the monufocturing consisfency wos exoctly fhe some. lf you wont to moximize your profit, I would recommend using Roseburg's Engineered Wood Products".

Lyle Lee hos been building custom homes for over 20 yeors. Here is whot he hos to soy obout Roseburg's Engineered Wood Products.

"When building o quolity home, it's importont for oll the froming moleriols fo mofch. ln other words come together os specified in fhe design plons. ll the froming is off by even o t/t of on inch, it con cosf me thousonds of dollors in time ond moferio/s.

I find Roseburg's RFPI@-Joisf ond Rigidlom@ IVL to be very consislenf in width ond depth. When I use Roseburg's RFPI@-Joist, my floors ore more level, stiffer ond truer, moking my iob much eosier.

Lyle Lee

L. Lee Building Compony

TF 800-245-t I t5

Goated Deck Screws

Deckfast epoxy-coated screws by Starborn Industries are now available with a star recess in additional colors: gray, green, red, and tan.

The epoxy-based polymer resin coating over zinc plate provides corrosion resistance in many types of decking, including ACQ-treated lumber.

I STARBORNINDUSTRIES.COM

Fire-Resistant Joists

Weyerhaeuser's TrusJoist linc now includes Flak Jacket, which has a specialty coating that enhances l'ire resistance.

The coating allows one-hour flclor/cciling assemblies that meet 20 l2 f ire protection rcquirements fbr both single- and multi-family projects. Builders can cut and drill the joists as usual and assemble with standard hangers.

T WOODBYWY.COM

(888) 453-n3-58

Moking Greal Wood Better

Rosboro Alaska Yellow Cedar Glulam

Ideal for above-ground applications and exposed beams. AYC glulnm has a natural resistance to decay, mold and insects. With its tight grained appearance and fine texture, AYC glulam is the premier option for deck beams and girders, trellises, porches and balconies.

For more information, including custom curves and fabrication, cirll us today at 888-393-2304.