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BILL FISHMAN

Bill Fishman & Affiliates

11650 lberia Place

San Diego, Ca.92128 TUNNEL VISION

Qons & ENDS:

INEXPENSIVE NON-CEILING

As seen at the Words & Music bookstore in San Diego. the raw ceiling, pipes and duct work were painted black. At drop ceiling height, laundry line (rope) was strung in both directions to simulate a dropped ceiling grid system. Most of their customers never know that they are not looking ata24" x 24" ceiling tile pattern.

Balconies Not For Selling

The question: "What items should I display on the balcony?" My reply: "Anything you don't want to sell." Merchandise on a balcony level will move at many more times the current rate if moved to the street level.

High profile stores are adding to the shoppers comfort by lowering the gondola height on every other fixture. This removes the tunnel effect created by tall racking and narrow aisles.

Over Kill

Beware of huge graphics in smaller stores. While giant graphics work well in large size home centers, big photographs, signing and pricing overwhelm shoppers in smaller units. Let the merchandise be the message.

ADD-ON SALES

While a self-service operation is a great payroll saver, it also allows customers to leave the store without ever talking to anyone except the cashier. Before the cart of lumber, builders hardware or building materials reaches the cash register, retailers can increase their sales

The Merchant Magazine per customer by asking, "How are you going to use this material?"

And Cheaper Too

It's now less expensive for me to send a two-page FAX cross town than to mail a letter at 250 postage.

SELF-DEFEATING

Companies who use those clever four-letter words in place of telephone numbers, ie: dial 555-TOOL are making it difficult for their potential customers to reach them. It's much easier to find the large numbers on the push buttons than to locate the tiny letters bunched in threes.

Goodbye Dabblers

Notice that as the warehouse operations proliferate, the "dabblers" are getting out of home center product categories. There are now fewer drug chains and mass merchandisers featuring home improvement products.

This Customer Buys Big

Check the Commerce Business Daily to see if the U.S. Government is a potential large customer for you in your market. You may have to cut through some initial red tape, but it can put some big numbers on the bottom line.

oing businesswith Hampton gives you all the benefits of dealing with one of

- onebillionboardr'eetoiquality *a** ^ the Pacific Northwest's f,flflif,f,f,f13* leading wholesale lumber ^^mnrnid. ^hd+h,1c6r.^.,"- llllE companies-one that seils over - forest products every year. You have our professional traders' market knowledge working on your behalfto get you the best deal on availability, price and shipping. And you can be sure of fast, accurate order execution as well as firm delivery commitments at our contract shipping rates. You also have selection. Hampton features a complete range ofquality softwood grades in all species, including KD Hem-Fir and F&L, green Douglas Fir, Cedar and Ponderosa Pine. Our quality framing lumber includes captive production from several long established Northwest mills:

WHEETER MANUFACTURING _ SPECIFIED HEAW CUTTINGS UP TO 4O'.

TILLAJUOOK LUMBER _ KD HEMLOCK UP TO 26'.

WITUI]TTINA TUMBER - DOUGLAS FIR FRAMING UP TO 28'.

EDWARDS INDUSTRIES _ PINE, KD HEM-FIR KD F&1, CEDAR.

ST. JOHNS DOUGLAS FIR STUDS.

VAN LOO _ GREEN DOUGLAS FIR FRAMING,

From our reloads we offer reciprocal switching on the SB UP and BN; and we have monthly barge loadings from Newport, Oregon. For a complete range of lumber products, fast and convenient ordering and dependable professional service, Hamptor r Hampton Lumber Sales Company is the name to call. 5031297-7691 @ portland-, oR FAx # s03t2s7-3r88. relex ee0848

VERY business, no matter how small, should establish an advertis-