ItrEl newsandviews

by BOB McBRIEN executive vice president of the Lumber Merchonts Associotion of Norlhern

TffHAT KIND OF a price tag can you put on dissatisfaction?

YY That's an important and most interesting question when it comes to our industry. For example, if your customers are dissatisfied with you or your service or merchandise . it's the most costly price tag you could possibly encounter for they will soon take their l"rt"":. elsewhere.

On the other hand, if the dissatisfaction deals with the customer's own home, then you stand to reap considerable benefit. And, you might be interested to know that fully 49 percent of the nation's homeowners are dissatisfied with their homes.

Recentry " ".,,"- aolni,,g turer conducted a study which shows that improvement. almost seven out of every ten dissatisfied families plan to eliminate the concern via home improvements, either inside or outside the home. Only 28 percent of those interviewed plan to change by moving to a new home.

Looking carefully at these few statistics shows us what home improvement means today. Without it, I venture to say, many dealers would have been in very sorry straits over the past year when new housing starts fell across most of the West.

"Al Holmes, fost shipment is the nqme of the gome rqil or T&T" Production

Fred HolmesCqrl ForceJim Buckner

P.O. Box 665Fl. Brogg, Colif. 95437 Phone l707l 964,4058 TWX: 707'573'8259 lntroducing a rugged new roofing from Johns-Manville

It only follows that each of us should ask "What am I doing to get a bigger share o{ this market?" Or perhaps we should look at it another way and ask "What am I doing that causes home improvement customers to seek their help elsewhere at Sears, the local department store, etc.?"

Just about everything you do each day influences the emphasis and value you place upon home improvement customers. Your newqpaper advertising speaks loud and clear as to whether you even want such a customer to come into your store. And when the person does come in, your displays, your layout and your employee attitude furthers your interest or clearly shows the lack of same.

The old adage "you can't sell from an empty wagon" holds especially true in home improvement. You must have the products and materials on display and make it as simple as possible for the homeowner to visualize applications in his home. At thb same time, you have to get across the one easy-to-pay price involved.

Dissatisfaction is a great asset. It means that someone wants to do something. [t means that this person will not be happy until he does something. It means dollars are about to be spent. It can mean you will benefit from those dollars.

The final answer is up to you and your interest in home improvement. Take another look at this market and give some additional thought on how your business treats it.