Sell the versatility

By Dr. Joe W. McLeary Director of Economic Research Cook Industries

\/ERSATILITY is one of the most V important assets ol wood as an interior building product. The Bruce divisions of Cook Industries, Inc.. are recognized leaders in hardwood .llooring and plywood paneling. Emphasis on wood's versatility is an important element in selling consumers with changing attitudes and life styles. Bruce recognizcs the advantage of hardrvoods, which are summarized in tht. followine statement Irom " V ersat ile H a rdwoorl Plwuond,'' a publication of the Hardwood Plywood Manufacturers Association.

Xlade by nature, lashioned by man) each hardwood, plyuood, panel i.s a unique carneo ol beauty. Ol different mood; and greins, lmrdwood plywood can present an a,ura ol dignity or an air of ntsticity which uill last lor the lile ol the installation.

Hardwood flooring is no longer a "commodity" building material, such as 2x4"s and sheetrock, which most builders once considered it to be. Rather, it has become a design material like paneling, wall paper, bathroom tile and decorative ceiline tile.

While fewel builders ale using hardwood flooring throughout rheii houses, there is a definite trend toward using high-style specialty wood flooring in two or three rooms for emphasis as a design element. The very strong demand for plank flooring is an example of this trend. Interior designers, who have become bored with wall-to-wall carpeting or any one flooring material through- out the entire living area of a house, have been one o{ the principal groups

Story st q Glonce

Hardwood flooring should be sold as a high margin specialty item, rather than as a commodity item by the carload, counsels Dr. Mcleary. hardwood's ability to be formal or casual gives it great saleability.

causing this trend toward specialty hardwood floorins.

As the numbei of manufacturers' designs, patterns and finish colors expands, stocking distributors will be necded to give the kind of selection and service required in all Iocales. Distributors who recoenize the trend toward merchandisine hardwood flooring as a high maigin specialty item rather than as a "commodity" item by the carload, the way unfinished strip flooring was sold twenty years ago, will be most actively involved in flooring merchandising in the years to come.

In the future many more floor contractors and builders will be buying the high-style specialty floors from the distributor. In line with recent trends, Bruce's sales efiorts are now being directed toward designers and architects in behal{ of dealers and distributors instead of toward dealers and distributors themselves. This approach will result in more sales for us all. S'e are trying to pull the product through the marketing pro. cess rather than pushing it through.