A family owned and operated company that honestly cares about quality and senrice

Our products include solid and finger-joint pine, oak and fir mouldings, interior and exterior jambs and frames, pocket sliding frames and caseROBERT mentwindow frames.

You know you'll get the best great pride in what we do for our customers. Count plus the fastest and best service possible for your orders.

For nearly 20 years we've furnished retailers and wholesalers in California with the quality mouldings, casement, frames and jambs they've come to rely on. Plus the excel- lence of our service to complete the package. Letus know howwe may serve you. We welcome all inquiries. Callnow. Join the ranks of satisfied El & El customers.

Serving markets in AUGUST 1986 the lumber and home center 13 Western StatesSince 1922

VOLUME 65, No.2

Moulding & Millwork Special lssue

Moulding Sales lmprove With Quality Display

Here Are Correct Answers To Window Questions

Six Tips For Selling Moulding To Homeowners

All You Now Need To Know About Low-E Glass

Show Off Doors & Windows To Make More Sales

Moulding In Spotlight As A Decorative ltem

Northwest Building Products Showcase In Nov.

Millwork Sales Have Doubled In Last 10 Years

Lumber Company "Condominium" In L.A. Metro Area

Vinyl Window Market Surge Expected In West

Wicke s Expected To Integrate Ole's Into BE

Romance The Hardwood For More Sales Dollars

Editor-Publisher David Cutler

Senior Editor Juanita Lovret

Assistant Editor David Koenis

Contributing Editors Dwight -Cunan.

Gage McKinney, Ken Thim

Art Director Martha Emerv

Staff Artist Carole Shinn

Circulation Dorothea Creegan

The Merchant Magazine (USPS 79656000) is published monthly at 4500 Campus Dr., Suite t180, Newport Beach, Ca. 92660, phone (714) 852-1990, by The Merchant Magazine, Inc. Second-class postage rates paid at Newport Beach, Ca., and additional offices. POSTMASTER: Send address changes to The Merchant Magazine. 4500 Campus Dr., Suite 480, Newport Beach. Ca. 92660.

ADVERTISING OFFICES

FROM WASHINGTON STATE, OR-EGON, IDAHO, WYOMING, MONTANA, UTAH, COLORADO and CANADA: Contact Carole Holm. Phone (206) 340-0680.

FROM NORTHERN CALIFORNIA & ARIZONA: contact David Cutler. Phone (1tq 852-t990.

FROM SOUTIIERN CALIFORNIA: contact Carl Vann. Phone Ql3l 172-3113. Advertising rates upon request.

Sl,tsSCRIPTIONS

Change of Address-Send subscription orders and address changes to Circulation

Dept.. The Merchant Magazine. 4500 Campus Dr.. Suite 480, Newport Beach, Ca. 92660. Include address label from recent issue ifpossible. new address and zip code.

Subscription Rates-U.S.: $9-one year; $15-two years; $20{hree years. Foreign: one year payable in advance in U.S. fundsCanada or Mexico: air-$35; surface-$30: South America: air-$55; surface-$30; Asia: air-$68; surface-$30; Europe: air-$98; surface-$30. Single copies-$2; back copies-$3 when available plus shipping & handling.

The Merchant Magazine is an independently owned publication for the retail, wholesale and distribution levels of the lumber and home center markets in 13 western states.

DAVID CUTLER editor-publisher

E=MCz and all that technical stuff

I N THE NOT TOO distant past, lumber and buildI ing product sales seldom required extensive technical knowledge. A good background of information, expertise and experience,yes, but extensive technical knowledge, no. Today, selling at retail and wholesale levels can bejust the reverse.

In reading through this issue, you'll find a number of examples where a high level of product sophistication is necessary for a first class salesjob. Indeed, one story, "Windows Go High Tech," discusses techniques involved in explaining the various types ofglass used in modern windows. The degree of complexity in glass alone can be daunting.

No longer can the boss simply say, "here it is, sell it," and expect good results. To be effective today, sales and management must be partners; the sales force doing its homework on what it sells and management providing the book, literature, seminars, schools, you name it. Increasingly, the wholesaler is waking up to the fact that educating his retail customer is the best kind of business. Everyone wins, sales and profits rise.

There are still too many in sales who figure they can simply skim over any fine points involved with products that they don't know. Sometimes they get away with it, but increasingly their ad lib approach will trip them up. If the boss or fellow co-workers don't get wise, then the customers certainly will.

Selling the general public will quickly make you aware that the public does its homework before spending its hard earned money. Make no mistake. If Joe Customer and his wife don't get the information they want on products, services and systems, they will simply go elsewhere. No fuss, no muss. You just won't ever see them again.

More than ever, education is an irreplaceable component in the sales equation. As the complexity level increases, a full knowledge of products will be ever more critical to achieving sales success.