etitive ligence

By Carla Waldemar

n ALPH Osmando is the first to

I\admitit;

He's been born again. Ralph had been a salesman in the industry for over 16 years, but joining New Jersey-based Bradco Supply four seasons ago was the like the Second Coming. "Within a week, I wished I'd been here all my life," he testifies.

"When Barry Segal, the owner, sat down with me, I was shocked-honestly!-to find he was a genuinely real, down-to-earth person, who talked to me about opportunities with the company. I'd never met that kind of owner before-none of this 'upstairs is upstairs' stuff. I'd never had that kind of openness. And his son, Brad, the president, is the same kind of leader. That's what really made me decide to work here-the door's always open."

In return, Ralph brought a list of builder customers that just wouldn't quit. "My following is"-he searches for a word-"is unusual," he lights upon it, "in an industry not known for loyalty. I'd built relationships in the field. I'd grown with them as they grew from one house to multi-tracts."

The market has changed dramatically over those 16 years, he agrees, but not the loyalty he evokes in his customers. Ralph is one of those fellas who doesn't shrink from the "C" word: He commits to their success. Starting out in the '80s, "I got real involved in their businesses. I'd come home at night and my answering machine was all lit up. Then came the recession, and I was back to square one. But I nurtured those guys through the hard timest I worked to keep them afloat, and the rewards are still with me," he's won the right to boast.

A hint of wonder creeps into his voice as he talks about a recent phone call from a big developer. He recounts. "I'd worked with him l4 years, from when he started out sweeping floors till he became vice president. Now he says to me, 'Price shouldn't be such an issuet there's so much more value in lovaltv. And I know I can count on you.'

"I was taken aback," Ralph reports. "Hearing that was the best reward of my career."

Here's another. When hailed in an industry publication for his outstanding success as a sales rep, a call came from a competitor. "Thank you," his rival told him. "Why?" "Because you made it seem possible to achieve what you've achieved."

Competition in his neck of the East is "strong-very rugged. But, to tell the truth, it's fair. It's just part of the industry," he believes. And it drives Ralph to new heights of service. "l'll never, ever stop putting little pieces in my car rather than wait to schedule a truck." he maintains.

Yet he's on top of the bigger picture, too. "'You've got to stay focused," this sales pro has learned"and not get lost in the details. I balance my time, or I wouldn't be talking to you," he kids a reporter. "Still, my day doesn't end at 5 o'clock. I'm busiest between 1 and 8 or 9 at night. It's a way of life," he states. "It's what I do."

What he does also includes hooking his clients up with Bradco's "really strong" credit department, if necessary. And while the company doesn't undertake installing, he introduces subs to customers and lets the builders make their own selection. "Matchmaker?" he ponders a listener's query. "Not a bad word. ..."

But not a divorce attorney. Asked if he ever fired a customer, he answers, "l wouldn't go that far. We try to talk and salvage the relationship, as I did in the late '80s. That Person then will never forget you.

"You can show them ways to help them. like how to maximize their budgets, find a less costly product that will work as well. There are programs we can put them on."

In-house, he nurtures the same kind of affiliations. "Here, there are strong r branch managers, who help me get things done. If it weren't for these relationships, the job wouldn't get accomplished. These interior relationships are vital, too," he underlines his message.

Those ties begin with Rick Fiore, Bradco's new-business development manager, whom Ralph had known for years. In fact, "We competed against each other. Then Rick joined this team a while back to round out the balance of marketing and sales."

It's a good match: "A lot of faith is put in me." In turn, Ralph sweats for his commissions. "I make every customer feel like he's my only one. Maybe he calls and needs to see me at 3:00 in the afternoon; well, either I get there or very politely let him know I just can't arrange it and find a good alternative. I'm on the road constantly, maybe only back in the office once or twice a week to pick up samples" and tune in to "the people in the trenches who help me when I'm on the road. I give a lot of credit [for sales achievementsl to having the right people around me-branch managers, regional managers, who help me in make immediate decisions-ones that will benefit both the company and the

customer.-'

The premium his builders treasure mostno surpriseis service. "You've got to be aware of your customer's needs and keep a step ahead of him [without insulting him], so there are no delays," Ralph explains. "My inside guys back me up on this, too-'no coil sheathing? Did he forget to order it?' They'll check."

He's savvy to the vastly differing needs of tract builders and of remodelers and massages them accordingly. "For new construction," he says, "I try to package it all together as if it's a lumber drop-as complete as possible. [For me] it becomes repetitive, based on their model. But for a remodeler, that one order is more significant to him, and you pay attention to every bit of the details. He's got a variety of needs, and they're changing on a daily basis."

An innocent question: With your strong following of repeat customers, are you still scouting for new business? "Every day of my life!" Ralph shoots back. "If I see a trailer or trees being cleared, I do some investigation. I'll cold-call. then set an appointment. do a takeoff, show them a variety of plans, point out needs-even some

Trade Secrets: Just the Facts

Founded: 1956 in Avenel, N. J.

Principals: Barry Segal, c.e.o.; sons Brad Segal, president, and Martin, operations

Facilities: 130 locations, from Arizona to the Atlantic Ocean; in the process of acquiring several dozen Wickes stores

Revenue: $1 billion by end of 2OO4 they didn't know they had," he laughs. "I offer valuenot just price."

Rick Fiore on Bradco: The word Rick uses most is "passion. That's why people love doing business with this company. The culture is so honest, so legitimate, in a world that's not."

He also offers the company's new hires a high-octane shot of mentoring. "I'll help them find out that this is a career, not just a job," he says. "I realized that when I came to Bradco."

- A former award-winning LBM trade maga:ine editor, Carla Waklemar writes.frequently on the building material industry. Contact he r at cwaldemar @ mn.rr.L'om.

R:rln:ns

Yancey Lumber Co., Newman, Ca., in July began construction on a new retail building ...

Building Materials Holding Corp. subsidiary BMC Construction, Inc. has acquired the remaining 49Vo interest in its Northern California construction partnership, KBlNorcal ..,

Benton Habitat for Humanity, Corvallis, Or., opened an 8,000sq. ft. building materials store in August in the former Tum-A-Lum Lumber building; Habitat for Humanity Discount Home & Building Supply will carry donated items for home improvement projects including windows, doors, paint and cabinets

Lowe's Cos. opened 116,000-sq. ft. home centers Sept. I in Idaho Falls, Id., and Aug.27 in Aliso Viejo and S. Bakersfield, Ca. ...

Lowe's will break ground before year's end on a 135,152-sq. ft. store in Palm Desert, Ca.; is considering an ll-acre site at the foot of the Lewis and Clark Bridge in west Rainier, Or., and is using recycled concrete to fill utility trenches while constructing a new store in Clackamas, Or.

Home Depot opened new stores July 29 in Queen Creek, Az, and Rio Rancho, N.M., and July I in Peyton, Co.

Home Depot anticipates a Jan. 6 opening of a 132,000-sq. ft. store

FAX us your news!

Have a notice of your recent expansion, promotions or other company changes published in the next issue of The Merchant Magazine.

Just FAX vour news to 949-852-0231.

(a trce seNhe) in Ontario, Or.; proposed a 101,635-sq. ft. store on 10.5 acres in Santa Rosa. Ca.: is in talks to build in Corvallis and Hermiston, Or.; is eyeing a site in Pendleton, Or., for a 110,000-sq. ft. store to open next fall; started construction in Sequim, Wa., and by the end of 2005 will build a 125,000-sq. ft. store to anchor the redeveloped, 62-acre Crossroads Mall in Boulder, Co.

Home Depot agreed to become an adviser to MoverSource. while launching www. homedepotmoving.com to assist customers with the moving process...

Schemper's Ace Hardware, Ripon, Ca., hopes to break ground in December on a larger 13,000-sq. ft. replacement store with 3,000sq. ft. nursery for a November 2005 opening ...

Ace Hardware opened a new location in Laurel, Mt.

Hale Lumber Co., Morgan Hill, Ca., lost $3,000 in a late-night July 25 burglary; the culprits entered through the roof ...

Wrorrslr:rs/trnurrerur:ns

Stockton Whole sale Lumber Co., Stockton, Ca., completed a 3.5-acre expansion in its engineered wood products division to total 7.5 acres

Timberlake Forest Products is opening in a 40O00-sq. ft. building in the Spokane Business and Industrial Park, Spokane, Wa.; the firm will begin producng fingerjointed studs in October, creating 36newjobs...

Schuck & Sons Construction, Glendale, Az., has purchased G-l Industries,Magna, Ut. ...

PML Forest Products, Grants Pass, Or., has been acquuired by Hambro Forest Products, Crescent

City, Ca., and renamed HFP Inc. Reloading, Warehousing & Distribution ...

Atrium Cos., Dallas, Tx., agreed to buy the assets of window installer West Coast Custom Finish, Palm Springs, Ca. ...

Pacific Coast Building Products subsidiary Basalite Concrete Products plans to add a concrete products sacking operation at its Dixon, Ca., facility, anticipated to come on line in the spring ...

United Wood Producfs, Everett, Wa., avoided structural damage from a fire that broke out in a pile of wood waste about 3:00 a.m. Aug. 30; investigators are considering possible causes, including spontaneous combustion...

Potlatch Corp., Spokane, Wa., has become the first U.S.-headquartered, publicly traded forest products company to certify its Idaho lumber and plywood manufacturing operations under the standards of the Forest Stewardship Council

Big Creek Lumber Co., Davenport, Ca., has joined the Califurnia Redwood Association ...

Cosorcio Comex S.A de C.V., Mexico's largest paint manufacturer, agreed to acquire the stock of Profe ssional Paint Inc., Lone Ttee, Co.; divisions include Duckback Products, Chico, Ca.; Frazee Paint, San Diego, Ca.: Kwal Paint, Denver, Co.; Parker Paint, Tacoma, Wa.; Stellar Kwal Paint, Dallas, Tx.; General Paint, Vancouver, 8.C., and ldeal Paint, Toronto...

Housing starts in July (latest figures) rebounded, jumping 8.37o to a seasonally adjusted annual rate of 1.978 million ... regionally starts ranged from up 4.3Vo in the

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Listings are often submitted months in advance. Always verifi dates and locations with sponsrtr befttre making plans to attend.

Srprrmrrn

Lumber Association of California & Nevada - Sept. 9, educational fund golf tournament, Westridge Golf Course, La Habra, Ca.; (916) 369-7501.

International Mass Retail Association - Sept. 12-14, anwal convention. Dallas, Tx.; (703) 600-2020.

Jensen Distribution Services - Sept. 18-19, market, Spokane Convention Center, Spokane, Wa.; (509) 624-1321.

American Wood Preservers Institute - Sept. 19-23, fall technical committee meetings, Antlers Adam's Mark Hotel, Colorado Springs, Co.; (800) 356-29'14.

Hoo-Hoo International - Sept. 19-26, anntal conference, Alaskan cruise; (888) 245-1900.

National Lumber & Building Material Dealers AssociationSept. 23-25, Industry Summit/annual convention, The Breakers, Palm Beach, Fl.; (800) 634-8645.

International Lawn, Garden & Power Equipment ExpoSept.24-26, Louisville, Ky.; (800) 558-8767.

Hardwood Plywood & Veneer Association - Sept. 26-28, fall conference, Toronto, On.; (703) 435-2900.

National Hardwood Lumber Association - Sept. 29-Oct. 2, annual convention. Toronto, On.; (901) 377-1818.

0crorrn

Forest Products Society - Oct. 4-6, housing durability conference, Aladdin Resort, Las Vegas, Nv.; (608) 231-2152.

Wood Products Manufacturers Association - Oct. 6-9. annual meeting, Cranmore Resort, Lennox, Ma.; (978) 874-5445.

Lumber Association of California & Nevada - Oct. 7. 2nd Grorvth meeting/EWP seminar, Coast Long Beach Hotel, Long Beach, Ca.; (916) 369-7501.

Mountain States Lumber & Building Material Dealers Association - Oct,7-9, fall management conference, Inverness Hotel & Golf Club, Englewood, Co.; (800) 365-0918.

TruServ - Oct. 8-11, fall market, Orlando, F1.; (773) 685-5000.

Association of Millwork Distributors - Oct. 9-13. annual convention, Salt Lake City, Ut.; (727) 372-3665.

Los Angeles Hardwood Lumberman's Club - Oct. 14, annual charity golf tournament, Coyote Hills Country Club, Fullerton, Ca: (714\ 239-2101.

Wood Solutions Fair - Oct. 14. Doubletree Resort. Scottsdale, Az.: (613\ 747-0466.

Silver Dollar Open Golf Tournament - Oct. 14-15, Alta Sierra Golf & Country Club, Grass Valley, Ca.; (530) 662-6053. Do it Best Corp. - Oct. 16-19, fall market, Indianapolis, In.; (219) 748-5300.

American Architectural Manufacturers Association - Oct. l720, fall meeting, Naples, Fl.; (847) 303-5664.

Polyurethanes Conference - Oct. 18-20, Las Vegas, Nv.; (703) '74t-5656.

Timber Products Inspection - Oct. 19-22, lumber grading course, Vancouver, Wa.; (770) 922-8000.

Metalcon -Oct.20-22, Las Vegas, Nv.; (800) 537-'7'765.

American Lumber Standard Committee - Oct. 21. board of review meeting, Washington, D.C.; (301) 9'12-l7OO.

Architectural Woodwork Institute - Oct. 2l-23, annual convention. Opryland Resort, Nashville, Tn.; (703) 318-1526.

North American Wholesale Lumber Association - Oct,2l-23. Traders Market, Hyatt Regency, Chicago, Il.; (800) 527-8258.

APA-Engineered Wood Association - Oct.22-24, annual meeting, Registry Resort & Club, Naples, Fl.; (253) 565-6600.

Door & Hardware Institute - Oct. 28-31, annual convention, San Antonio. Tx.; (703) 222-2010.