EDITORIAL

A very old problem still unsolved

I COtvttvtoN SIN in the hardware and Ahsusswares field is the confusion between features and benefits. Companies too often get wrapped up in how a product is made, what it is made of and how the parts work. What they forget is that unless these product features are translated into what it does for the customerthe benefitsthe potential buyer may stay just that, potential. Whoever does the selling must remember that most customers need an explanation of how the features benefit him.

Forgetting this important difference occurs at all business levels. This morning we received a news release from the folks at Reichhold Chemicals that will serve to illustrate the point. The first paragraph says:

"Dover, De.The Emulsion Polymers Division of Reichhold Chemicals, Inc., has introduced a modified carboxylated acrylic copolymer latex which is designed as a base for caulks and sealants."

tDAVID CUTLER editor- publisher

Well, good for them. But where is the customer benefit? I, for one, wouldn't know a "modified carboxylated acrylic copolymer" if I fell over one. Only later in their news release did the firm get around to pointing out all the goodies that the buyer would derive.

Unfortunately this is a common, not isolated instance. We get this bafflegab daily. We also see it, as you do, in product literature, displays, catalogs, labels and a host of other places where a company is trying (apparently) to communicate with the consumer.

At the heart of the problem is the fact that the company is thinking of itself, not the customer. The self-centered corporation is concerned with itself and its products, forgetting that the customer is the one who should occupy its thoughts.

The confusion between presenting features and benefits is an old problem. Regrettably it is still prevalent because too few people in this business stop to factor customer consideration into their thinking.

QUAIITY plus VALUA equals the COMPBIIIWI BDGB

3Ol SIDING, DOIIGLAS FIR or CEDAR - 5ph', solicl corc, natur:rl ftrcc clclc'cts. All stanclllr(l pattenrs. u'ancl 9'.

!-PLY STIIRD-I-FLOORSolicl corc lralrcls 5/f]" :u-rcl .3/.1" tonguc alrcl groove , lirll lircc'.

g. 5pl1'coustnrcti()tt. Vcnccr ftrcc. back alrcl cctttcr corc.

$. OSn STURD-I-FLOORtlrc oricnlccl strallcllxrarcl firr solicl f'loor coltstnrcti()r'1.

B. APA TRADE MARKED o SPECIATTY PRODUCTS ON REQUEST

Residential.

Frorn traditional double-hung to contemporary casement) awning and gJider, Andersen has a style to match any home. Double-pane, HighPerformance or new High-Performance Sun insulating glass matches the need for energy efficiency.

Commercial.

Schools. banks. hcspitals, shopping centers. officesAndersen ends window pains for them all. Durable rigid vinyl exteriors keep main. lenanc€ costs down. Building beauty up.

New Construction. No windows scive you better Allaround flange makes installation easy. Precise milling cuts call backs-no sticking or binding. Vinyl sheath ing resists handling/ installation damage.

Cune lloille

Remodeling. With beautiful styles, hundreds of sizes, lhousands of combinations (likc angle bayr), many glazings, white and earthy Tcrratone colors. It makes 1ou wonder-is Andcrsen the perfect remodeling window?

toAr*rsen

Replacernent.

Aiiilersen's $road line of styles and sizes plus a valuable "How to" handbook makes your job fast and easy.

lf you're going to specialize in specialty lumber, there's no going halfway about it. You've got to carry the best.

And at Disdero Lumber Company, we do. We carry top quality Western Red Cedar, Redwood, Douglas Fir, Hemlock and Pine. And we have them in kiln-dried, vertical and mixed grain finish, pattern and siding. In standard sizes or milled to your specifications.

We're also a leading supplier of Laminated Beams. As wellas Lock Deck@ Laminated Decking.

So before you settle for anything less than the best, get one thing perfectly clear: For top quality lumber, call Disdero.

A specialty lumber distributor for over 30 years.

In Oregon, calltoll-free (800) 452-5737. West of the Rockies (except Alaska, Hawaii, New Mexico and Colorado), calltollfree (800) 547-4209.

Disdero Lumber Co.

PO. Box 42247 1504 S.E. Woodward Portland, Oregon97242 (503) 239-8888