THtr SCUTHLAND

By WAYNE GARDNE executive vice oresident

FORvears LASC as well as other I for"it products associations have beEn promoting wood through a variety of means.

This includes programs for archi tects, specifiers, contractors and consumers all supplemented by some very well done brochures beautifully illustrated by color pictures on some of the ways wood can be used.

LASC has been actively engaged in working with building officials, archi tects, specifiers, contractors and service clubs promoting wood at the local level.

A very active advertising campaign has been carried on aimed at the architect and all the others previously mentioned encouraging them to contact LASC regarding questions about wood and wood usage. The advertising has attempted to PortraY the manY ways in which wood can be used both structurally as well as for esthetic purposes.

In a three month Period aPProximately 4500 pieces of literature were sent out to requesting parties. This literature was all supplied at virtually no cost or at a minimum fee to both LASC and the requesting party. Addi tionally, the LASC office handles 20 or more calls per week from users of wood regarding specific problems they have encountered in using wood in design.

Each of us in the industry are (or at least should be) aware of the numerous buildings presently using wood as a structural material as well as for the esthetic values achieved by the addition of paneling, siding, shakes and shingles.

Every one of those edifices that are seen done in wood have created a profit for some lumber company in southern California as well as the wholesaler who furnished the material to the retailer and to the mill who manufactured it.

Right now the lumber business is good. Additionally, the need is created for other building materials that are distributed through the retail lumberman and the potential for profits are excellent.

The word potential, though, is the key. How much of our potential have we realized? How much better could we really be doing? How many of the sales personnel are really out there looking at plans or making a concerted effort to sell all the potential that exists on any given job?

All the promotion of a product that can be developed is going to fall short of its mark unless everyone from mill to retail salesperson makes a supreme effort to sell the product.

Wood is a product that many of us feel takes no selling. We know all the benefits of the product. But we are not buying. How about the buyer? He sees it specified on the plan along with "or equal." As far as we are concerned there is no "or equal", but the buyer doesn't know that.

We have a product which has a few drawbacks, but many benefits which, if listed, would fill many pages of this magazine. The time when we can sit back and have the contractor call is either over or is about to come to an end.

We need to sell, sell, sell. Or better, create in our prospect a desire to buy. A material that is unsurpassed in insulation values, fire resistance values, availability, workability, versatility, esthetic qualities, cost, and capability as a building material.

The association can only do so much toward promoting the product. Occasionally they can sell the job. But most of the selling has to be done by the retail lumber merchant.

Are you selling? Are you getting your share of the market? Are your salesmen knowledgeable in the product? They had better be or we are all going to go the way of the wagon wheel maker.

Promotion takes time, money and a professional approach. Selling takes time, money and a professional aPproach. Your association needs your help - It can do promotion for you given the wherewithal to accomplish it.

But only your personnel can close the sale. Only you the retailer can deliver the goods. Let's work together. LASC will promote, you sell, and we will be here for sometime. I think we all want to be here tomorrow.

We wish to thonk the deolers of Colifornio ond Howoii for their support during our first five yeors os o distributor of forest products. For the finest in quolity redwood, pine ond fir lumber, plus o full line of mouldings, pleose coll:

DON KELLEH ER HARRY E. LYON JEFF BARN ES

STEVE BURDICK GUY LAVERTY BILL BRODERICK

DICK WILLIAMS GEORGE K. HILL

P.O. Box 3433 San Rafael, Ca.94901 (415) 454-8861

Grandview & Harbor Dr. Blackpoint,94947

We ore proud fo be o distribulor of Simpson redwood lumber