g positive view

fT'S been no secret that our industry lhas been in a bit of a downturn. Maybe orders aren't exactly flowing in. Companies are tightening up their purse strings.

During these troubled times, there are a few things we can do to turn things around. As a sales and marketing person who also works within the advertising end of our business, I have a few observations and suggestions:

Salespeople: Stop dwelling on all this negativity and for some of you (yes, YOU), stop all this nonsense with "customers just aren't buying" or "the industry is just down right now" as a crutch for not making sales. Now is the perfect opportunity to rise above the negativity, to make calls to new customers left behind by fledgling companies, and to start building new relationships.

Sincerely listen to and address concerns. Build relationships based on trust and customer service.

Media people: Stop with all the negative press. Headlines like, "Good Riddance... Even in these times, some customers aren't worth keeping" (/ast month, in a competing trade journal) are hard to swallow. While I may agree with many of the points in the article, the striking headline stabbed me in the sales-heart. Statements like this go against my company's ideology and further distance us from understanding the needs of our customer.

(WHY can't they make their payments? WHY is business with them so difficult?) Media folks, when our sales are down, we can't afford you! Please help us and remember the fact that negative press is psychologically damning. We need you to work with us-you are more powerful than you rcalize.

We all need to keep in mind that our customers do have money to spend; they are just waiting to hear the latest statistics, to ponder the next article, and to get inspired by their trusted salesperson. John F. Kennedy once said. "Ask not what our customer can do for you, ask what you can do for our customer," or something like that.

So, what can we do?

Show initiative. Focus on actively building relationships through customer education, installation training, customer training, and product knowledge programs. Lend extra support to existing customers and grab those new customers. Show them all the things your company has to offer.

Collaborate with your team. Customers have money to spendthey're just cautious. Collaborate with your team to iind solutions to customers' concerns.

Lack of initiative on your customers' side? Work with your sales and marketing managers to develop a creative new promotion.

Financial concerns? Consult your finance team and consider limitedtime extended or special payment terms. A team-driven approach not only creates solidarity within your company, but also creates added support for your customers.

Focus on the positive. Good news is not easy to find. While we need to carefully monitor the state of building product markets, we don't need to focus on the doom-and-gloom of it all. Keep in mind that there is good news-people still need to buy homes, are expanding their outdoor living spaces. and are remodeling.

Budgeting is good. Share your concerns with your finance team. Cutting costs is a practice that should be adhered to year-round, not just when sales are slow. Budget carefully, avoid unnecessary expenditures, and view money in your company's profit and loss statement as your own savings. Look into co-op advertising and entertainment expenses with your distributors. Host trade shows and events with your customers. Don't be afraid to suggest your industry partners to contribute to the bill; keep in mind that chances are they'd ask you.

The industry as a whole needs to put all this negativity aside and realize there is a lot we can do right now, starling with changing our attitudesand working with our customers to change theirs.

- Carol Ltn Gntc'e is sales & marketing coordinator .for Railing Dynamics, Inc., Egg Harbor, N.J. Reach her at (609) 60 1 - l 300 nr cproce@ rdirail.corrt.

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Rrrrrrrrs

Chase Lumber, Aurora, Co., has been acquired by New York investment banking ftm Brooks, Houghton & Co., including lumberyards in Granby, Co., and Casa Grande, Az., and a door shop and truss plant in Aurora

Charlie's Supply, Reserve, N.M., has closed after 27 yearc with the retirement of owners Charlie and Thelma McCany

Ace Hardware opened April 18 in St. Helens, Or.; the 20,000-sq. ft. store, managed by Nick Hartman, is the third and largest location for owners Spud and Leona Sandberg ...

D&R True Value Hardware, Weed, Ca., closed March 31 after 25 years, with the retirement of owners Dave and Mel Borcalli

Corbet's Ace Hardware, Larkspur, Ca., has submitted a rezoning request to relocate to a new facility...

Lowe's Cos. opened new stores Aprll29 in E. Gilbert, Az., and Ogden Ut.

Lowe's expects new store openings late next month in Bonney Lake, Wa.; in 4th quarter 2008 in Moses Lake and Silverdale, Wa., and in 2nd quarter 2009 in Hollister, Ca.

Cladfication

"The Perfect Storm: Can It Get Any Worse for MDF and Particleboard Producers" (March, page 42) implied that the California Air Resources Board is responsible for the capital outlay for new control equipment, when actually it is a requirement of MACT (Maximum Achievable Control Technology).

Lowe's filed demolition and building permit applications to raze former Safeway and ShopKo stores and construct a $5.5 million, 138,000-sq. ft. store with 31,000-sq. ft. garden center in west Eugene, Or.; completed an environmental impact report for a 140,013-sq. ft. store and 29,153sq. ft. garden center in Manteca, Ca.. and has started construction on a new store in south Chino Hills, Ca., for a 3rd quarter 2008 opening...

Iawe's continues negotiating to build a 140,000-sq. ft. location in Springfield, Or., by the end of the year, and is constructing a new 145,000-sq. fr. store with 28O00sq. ft. garden center in Madera, Ca....

Home Depot opened new stores April 17 in San Jose, Ca., and April 3 in Rainbow (Las Vegas), Nv.; Indio (Brian Remelius, store mgr.), Palm Springs (Rick Belli, mgr.), Perris (Will Herena, asst. mgr.), and West Covina, Ca., and Port Coquitlam, B.C.

Home Depot has dropped plans to build in South San Francisco, Ca; is considering a site in Grants Pass, Or.; opened April 2 in West Covina, Ca., and is seekins approval to build a 139,646-sq. fi store in a new development in Dixon. Ca. ...

Habitat for Humanity hopes to find a site in Vancouver, Wa., to open a ReStore used LBM outlet by October and remodeled its store in Twin Falls, Ia.

Wrorrslrrrs/throrlcrunrns

Harwood Products expected to resume production this month on a single-shift basis at its sawmill in Branscomb. Ca. ...

Pyramid Lumber Co., Seeley Lake, Mt., is seeking a $40000b loan from Missoula Countv. the U.S. Department of Commerce and the USDA to expand operations and create 30 newjobs

High Cascade Forest LLC, Carson, Wa., is installing new equipment during six weeks of downtime that began April 25 ...

L&L Manufactured Components, Tucson, Az., lost lumber, power saws, and other equipment in an April 25 fire that consumed a 3,000-sq. ft. metal building

Mount Hood Forest Products, Hood River, Or., resumed production April 28 after being down since late December

Casey's Lumber, Woodland Park, Co., suffered an April 25 fire that destroyed its office building and damaged two sheds

Silvaris Corp.,Bellevue, Wa., is now the exclusive sales organization for Louisiana-Pacly'c'i North American offgrade OSB products through its OSBMarket.com online marketplace, beginning June 2

Sierra Pacific Industries' deal to sell its bio-mass power plant in Loyalton, Ca., to Renegy, Tempe, Az., is expected to close by June 30

Monument Lumber, Santa Cruz, Ca., has been certified by the Forest Stewardship Council

Anniversaries: J&W Lumber, San Diego, C&.,50th . Pismo Bob's True Value Hardware, Pismo Beach, Ca.,25th .., Habitat for Humanity ReStore, Provo, Ut., lst

Housing starts in March fell nearly t2%o to a seasonally adjusted annual rate of 947 9OO units ... single-family activity decreased (Please turnto page 58)