WESlIERN ASS0CIATI0N NEWS

Western Building Material Association recently included the following quotation and response in its newsletter for members:

Perception

According to Bernie Marcus, chairman, Home Depot, headquarters in Atlanta, Ga., recognized by many as the outstanding building material retailer in the USA, "Frankly the biggest difference between Home Depot and all our competitors is certainly not the product-it's really the people in the store. You see the difference from the time you walk in until you go through the check out. They are concerned for the customer. They enjoy their jobs, they are highly motivated. Nobody is on commission, nobody at all, and never will be. Therefore, if you come into our store and you have a leaky faucet, we'd spend 15 minutes, even an hour, with you to sell you a washer for 500. Once we fix the faucet.

we've got you. The next time the toilet mns, you don't call the plumber, you go to Home Depot."

REALITY?

Recently a group of students from a Northeastern sales course visited a Home Depot location and made the following comments: "Salesperson knew where items were located only in their own department." "Had to pass customer on to another employee." "Salespersons usually lacked technical knowledge." "Unable to recommend one item over another to get the job done." "The customer was sent to an informationdesk." "Some employees attempted to avoid a customer who appeared to be looking for knowledge rather than assistance." "Definitely, no personal touch!" "They do not arrd cannot offer the same personal service at comparable prices that the independent can." "students learned about their strengths and weaknesses."

"Showed how much customer service and sales knowledge can mean." "It was a great chance for comparison, couldn'tget waited on-poor display."'Makes independents look like professionals." 'Setup was excellent, staff was not well informed." *Enlightening. As an independent, I'm not worried any more. It really stresses the importance of semice."

Lumber Association of Southern California has relocated to 81-955 Highway lll, Suite 212, lndio, Ca. 92201. New telephones are (619) 342-2961 and (619) 342-8410. FAX is 619-342-0781.

Executive vice president Wayne Gardner is recuperating nicely after recent heart surgery at Eisenhower Medical Center.

See page 27 for The Merchant's TOth Anniversary Special Section