Salesmanship and Merchandising THE

gOUTHI.AND

(Continued lrom page 25) calmly shaking their heads in agreement at some of the less than candid statements being made by the competition.

West€rn Wood Products Assn. receatly published a brochure on a comparison between an aluminum floor system and awood floor system. When the facts are known wood is less expensive for a compatable system. National Forest Products Assn. published data on increased home costs compared to those publisheal by the National Assn. of Homebuilders, There was a considerable difference between the two when the true facts were related.

Availability of one product over another is mentioned as a point in favor of metal, Wood has been readtly available in most instances, if the buyer wanted to make a decision to buy a reasonable period ahead of the time of need, Price stability is always used as a selling tool by the competitign, When the price of a product always moves up, and production is controlled, six months price guarantee isn't hard to do. But lumber fluctuates

Bewsre Mixing Booze/Business

Planning to serve cocktails at an open house, convention or similar presentation ?

If so, you should be aware that you are leavingyourself open to a possible law suit if one of your guests has ooone too many" and does harm to himself or others, says the Insurance Information Institute.

Most businessmen already have the necessary protection against liquor liability exposure if they have a comprehensive general liability policy.

The comprehensive general liability policy is to the businessman what personal liability is to the family. It provides your legal defense and pays any damages if you become involved in a suit, whether it stems from over. zealous gazzling by one of your gu$ts or any other of a wide range of activities covered by the policy.

However, it is important to note, according to the Institute, that the liquor liability coverage in the comprehensive general liability policy does not apply to an organization "engaged in the business of manufacturing distributing, selling or serv- up and down, Its price moves with the seasons and with supply and demand. So the buyer wants tg have the seller hold his price if the market raises, but lower his price when the market goes down.

And so it goes with materials that are competitive to wood. They really don't have that much to ofrer, but the companies furnishing these materialg are selling.

Isn't it about time the lumber industry started selling? It's not a dirty word. It's a reputable profession if 'nSel.l'ingit is not a d'irt1t u)ord"

A wall placard seen in some ofrceg reads"The most successful seller does not sell. He creates in his prospect a desire to buy."

Competitive produets have been moved on that basis. Consider what lumber will do for your customer. The benefits will far outstrip those of the competition, but unless the customer knows about them, he has no desire to buy. Create that desire and you will succeed. If you succeed you have a future. Open your mind to the opportunities at hand. 2.2 million' housing: starts are predicted annually for the next decade-How manY of them are you going to sell?

Arizona Convention

conducted with dignity and respect for the buyer, With a product like wood, successful selling should be easy, With the firms who make up the lumber industry, it should be easy to walk with pride into any contractor or industrial account.

If those representing the industry have pride in themselves, pride in their company and pride in their product, then selling lumber against the toughest competition should be a lot easier.

ing alcoholic beverages" or to an organization which owns or leases premises for such purposes. These organizations buy their liquor liability coverage separately.

Also, there is a special coverage known as host liability insurance for organizations which, while not "in the business" of distributing, selling or serving alcoholic beverages, hold meetings which involve a fee and at which liquor is served. If such an organization feels that its meetings may be interpreted as not being covered by the comprehensive general liability policy, it can usually purchase host liability insurance for a nominal premium and thus be sure of adequate coverage.

Many businesses are increasing their exposure to liquor liability, as a consequence of their choice of meeting places. Many meetings are held in the large number of motels in suburban areas. Many guests have their own cars and are more likely to drive-and therefore more likely to become involved in an accidentwhen they leave the cocktail party for a nightclub or dinner.

(Continued' lrom page 13) federal laws afiecting employee and employer call for greater manage. ment understanding, communication up and down the lineo promoting free enterprise concepts and scrupulously fair company policies.

The industry luncheon introduced the new president, Ray Spelts, Yuma, and the other officers and directors. New lst vp. is Al Schecter, Tucson I Bob Silvey, Phoenix, 2nd vp.; Mike Ray, Phoenix, treasurero and Earl Heldt, Phoenix, asst. treasurer. Frank Davis was re-elected exec. vp.

(Please turn to page 50)

Above all, says the Institute, if your organization frequently tomixes" drinks and dollars. business and pleasure, observe these simple rules: o Always provide good food and plenty of it at the gathering. Alcohol on &n empty stomach is likely to lead to trouble. Also, limit the time for drinking. o Professional security guards arenot a bad idea either. The "good intentions" and otgood fun" of any group can become confused after a few drinks. Banguet party crashers can also cause trouble. Professional security guards can tactfully shepherd any undesirable individuals out of the gathering or smooth over any situations that might arise.

. Professional bartenders should be hired. Not only do they add an air of prestige to your gatherirg, but they can watch for sigas of overzealous drinkers; watering down second drinks or diverting too familiar faces.

20TH ANI{UAI IADIES tllTE, nearly 150 present, was staged by ShastaCascade Hoo-Hoo Club in Redding, Ca. (1) Loy and club prexy Oave Schaller. Ql Carol and Pete Lane, general chairman. (3) Roy and Marilyn Dunbar. {4) Alex King, Fran Kerper, Jim Moore. (5) Peggy, Glen Ainsworth. (6) Fran and Al Kerper. (l Alex King and John King. (8) Kay and Brad Broyles. (9) Eleanor and Ed 0'Kelley. (10 Emil Mirlo, Torir Miles and Jim Baskins. (11) Pat and Glen McDonald. fl2) Marge and Chet Atkins. (13) Larry and Virginia Whittaker (she won the dooiprize).

(14) Bob and Betty McKean. (15) Karen and Wayne Murphy. (16) Dan and Vicci Reagan. (1il Don and Lynn Porter. (18) Lois and Glen Forney. (19) George and Vicki Sharp. (20) Sandy and Don Lincoln. (21) Chas and Judy Moss. 122) Bill and Gingie Anderson. (23) Bob Selt. (24) The Bud Franks. (25) Rocky and Bill Main. (26) Tom Wilson. (2il Devene, Harry Mayo. (28) Leona, Kelly. Galley. 09) Ross, Evelyn Bradshaw. (30) The Bill Bateys.

DOUGLAS FIR Bob

Dick