Selling Paneling ls Just The Start 0f The Sale

TC/HEN a salesman sells v v the paneling for a modernization p r o j ect, usually he's alert to writing up the obvious tie-in items such as moldings, adhesive or color-matching nails and lumber.

But, by putting himself in the shoes of his customer and foreseeing what "unexpected" needs will arise as the project moves along, the salesman can be helpful not only to the customer but to the dealer and himself. So says George T. Brophy, vp. for marketing for Masonite Corporation's hardboard div.

Explains Brophy: "The customer may be a novice at a home improvement project, but the salesman can use his experience and knowledge to steer the way around pitfalls and at the same time garner some tadd-ont sales that miglrt not have occurred to the customer. o'Chances are, this area might be overlooked completely at the outset but become very obvious when the room renovation has been completed. Installation of a new ceiling in most cases should come ahead of the paneling for best results. That advice is helpful to the customer, and to the dealer."

"In the realm of fairly obvious 'add-ons' are modern doors and upto-date hardware. Indoor or outdoor shutters fall in this category.

"Will the lighting fixtures or lamps be adequate in appearance and function in the new environment which will glamorize the walls?

"How will the floor look in contrast with the improved walls?

"If the dealer handles flexible floor coverings or rents out power sanders, there's an opportunity for an additional sale.

"How about the ceiling? Like the floor, the area is large and obvious. Suggest the possibility of ceiling tiles as part of the room modernization project.

"The Masonite marketing executive continues: "shelves and bookcases are other items that might be overlooked by the customer in planning the project. While there, the salesman would be wise to implant the idea in the customer's mind and show what tlre dealer stocks.

"Does the customer want to salvage old switchplates and convenience outlet covers? They probably would look shabby against the handsome new paneling. Show the store's selection.

"If panels are to be installed on . . say . three walls of a room, what's to be done with the fourth? Need of a new paint surface may have escaped the customer, but it shouldn't be omitted from the salesman's suggestions,

"Depending on the scope of the dealer's stock, the salesman can run up a sale of paneling to include other items such as draperies, carpeting, furniture, paintings, window cornices and other decorations.

"By being helpful in making the primary sale of paneling, the salesman can build up the sale to a sizeable package either at one writing or by follow-up as the project progresses."

Executive Promolions ol AFP

Three executive promotions have been announced by John T. Guyol, president of American Forest Products Corp.

Jack L. Ford was elected an exec. vp., Howard W. Blagen was elected to the board of directors, and Robert H. Wells was elected vp. and member of the board.

Ford has been a vp. since 1967. Additionally, as gen. sales manager, he has had primary responsibility for the corporation's building materials div.

Blagen will continue as vp. and coordinator of sawmill operations.

Wells has been director of all AFP wholesale lumber and building materials distribution centers since 1967.

S.F. Hordwore Closses

A series of 20 classes in builders' hardware, staged by the AHC chapter 19, is now underway at the Schlage Lock Co. in San Francisco.

Designed as a basic course and limited to students with a minimum of two years' background in the field, the classes are taught by well quali- instructors.

A fall series of classes is also planned. For information, contact