What to stock to sell more decking and railing

tTt"t INCREASTNGLy DtvERSE product I- off,erings in decking and railing are a good thing for the typical LBM dealer-that is, unless he wants to stock something. "We don't know what color to stock and as soon as we make a choice, it will be the wrong color" is a very common statement in the industry.

It used to be that you had treated, some gray composite, and if you were savvy, a vinyl rail that came in any color a prospect wanted as long as it was white. The only salesmanship that was needed was to point out the maintenance differences and you were done.

Today, the decking selection area in a lumberyard is typically a shelf with so many choices that a prospect may not know where to start. The sales staff at the store very likely does not have enough time to learn about all of the brands and lines that they have access to. Finally, what happens if the prospect decides on a color that has been discontinued or the distributor stopped carrying?

The crux of the matter is that if you don't stock anything. you may not be a player. The contractors rely on dealers to stock products and normally will try to sell what they can get, today. Homeowners may wait for special delivery, but the option of an in-stock product will always weigh heavily on their buying decision. It's no one's fault, we are just instant gratification people. We like service now, our way, right away, and there is no need to plan ahead in today's world.

Principia Partners's report from 20 I I shows that the pro contractor buying from the pro dealer is the top channel for decking and railing by a vast margin. Freedonia reports that the entire category is due to increase over the next few years by a significant measure. From these sources of information, dealers may want to revive their focus on the category, but how?

Here are some ideas on how dealers can be involved in this saturated market and, perhaps, make a few bucks in the process:

In addition to treated, stock an alternative decking in three lengths and a fascia board. Stock the fasteners and clips, and consider stocking a complementary railing. It's good to have everything in your yard that is needed for the typical 16x20 deck.

Choosing the color is crucial, but most manufacturing reps can help you decide which one is best for your location and market.

If the brand you go with has a hidden fastening system, go with that. Get the tools to install the products and sell them or rent them out. Stock the brackets and bolts needed for decks to meet code.

Once you decide on the color and brand, run a special on it and make sure it is priced more competitively than your special orders. It's okay to have all of the other samples and have them there if someone asks for them, but you must clearly show your choice as the frontrunner and have a really good sales pitch as to why you made that choice. Keep the materials onsite in your inventory, and make sure your yard guys ship it perfect and clean with an emphasis on clean.

Leverage your suppliers and sales staff. Manufacturers reps and distribution reps are always huppy to make calls to contractors to help you grow your business.

Choose a member or two of your sales staff who will be responsible for decking and railing sales. By not diluting it, you will create a specialist who closes more deals then if you spread the responsibility out amongst the entire store. Make that person the doctor, the person everyone trusts because he knows so much about it that they will let him do surgery.

Homeowners and contractors trust validated knowledge in a decking salesperson-a person who affirms factual information found online or in publications read by the public. The salesperson should possess the ability to capture the prospect, determine the objections and needs the prospect values, and apply those to the product you want to sell.

Salesmanship requires more work but is also more profitable.

. Market your store as a resource. People go on the Intemet to research what they want to buy, but in today's world they look for validation from the salesperson they deal with, whether it is on the phone or in person. Decking rarely sells in an electronic transaction. Market online aggressively with a website, search engines, and social media. Link to your supplier websites and ask for help from them with content to put on yours.

Advertise that you stock decking materials and that you can provide product knowledge. Participate in the industry associations, such as NADRA, and host events at your store.

Learn the codes and interact with the codes officials that inspect your customer's projects.

By stocking products and proving to your market that you are committed to the decking industry and are a stocking resource for the materials, you will begin to gain marketshare and see growth in decking and railing.

- David Elenbaum is owner of a deck construction firm in South Carolina and has worked in the contracting, manufacturing and distribution channels during his 12 years in the deck and rail industry. Reach him at davidelenbaum@ gmail.com. &rlldingrhoduds"om fhis home is 6,000 sguore feelso I used lJoisf ond LVI from severol different unils ond the monufocluring consislency wos exoctly fhe some. lf you wont to moximize your profit, I would recommend using Roseburg's Engineered Wood Products".

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