2 minute read
Engineered wood helps retail yards build better profits
By Kris Spickler Regional sales manager Trus Joist MacMillan
lI OTHING in the building industry lI is so dependable as change. Perhaps nowhere as prominent as in today's framing lumber market. Lower quality, tighter supply and higher prices have revitalized interest in the growing category and steady supply of engineered wood.
Engineered wood includes wood Ijoists, laminated veneer lumber, parallel strand lumber and Trus Joist MacMillan's developmental aspen composite laminated strand lumber. These large dimension framing members are most cornmonly used as floor joists, headers, beams, roofrafters, columns and posts.
Representing a high quality alternative for builders, they extend a tremendous opportunity to dealers to sell a value added product with margins higher than those offered by solid sawn lumber. Profit potential is increased because these products minimize waste by allowing the cutting of 60 ft. lengths and eliminating falldown.
While the changing framing lumber market brings some uncertainty, it brings potential to the dealer willing to leam how to sell engineered wood. If your customers haven't already asked for these new generation products they soon will. With a little education of your sales force, assisted by marketing and engineering supportfromthe manufacturer or distributor, you can be prepared to reap the incremental sales and profits offered by engineered wood.
The higher profit potential requires a set of selling skills different from those associated with commodity lumber. However, this shouldn't scare a dealer away. Support is available with local, in-field technical assistance offered by many national manufacturers and regional distributors. Co-op adver- tising programs and instructional schools for dealers are offered by at least one company and is distributors and go a long way in helping to market engineered wood. In addition, several manufacfurers have computer software to assist dealers to efficiently use and make piece cuts from their inventories.
However, marketing and technical assistance will only get a dealer so far. What ultimately corurts is a quality product and a dealer must realize these valueadded products bring a wide range of benefits to builders and homeowners alike. These benefits canbe used to sell the quality and added value of engineered wood.
Engineered wood offers a builder customer enhanced performance. For instance, wood I-joists deliver a stiffer, more level floorwithless squeaks. Some manufacturers also have a guaranteed response program to service problems.
Engineered wood also helps keep the cost of quality affordable. Builders can often use fewer pieces to achieve exceptional results. Long lengths for multiple spans, light weight for easy installation and features such as preinstalled knock-out holes for wiring save labor costs.
Pricing of engineered wood is far less volatile than that of commodity lumber. Inste ad of the 4OVo price swings common to commodity lumber, engineered wood traditionally has seen price shifts of 5-10Vo, another advantage.
An important selling feature to environmentally conscious customers is engineered wood's efficient use of forest tesources. These products use far less wood to frame a typical floor compared to solid sawn lumber and they accomplish it using small second and third growth timber.
The outstanding load bearing char- acteristics and long span capabilities of engineered wood create tremendous design possibilities and outstanding sales features. However, they can require knowledge of the engineering and detailing pertaining to the products. Computer software is available for easier, speedier and more economical design. This is helpful when converting plans from solid sawn materials.
Using ttre help available andthebenefits of engineered wood, a dealer can develop sales which help both his business and his customer.
