Major growth record achieved Northern California f irm, now by in 75th landmark year

f lG TRESS THE absolure besr. t stress quality, and there shouldn't be a need to look over your shoulder at what the mass merchandisers are trying to push."

That's the way Bruce J. Pohle. president of Southern LumberCo.. San Jose, Ca., a landmark local retail establishment now in its 75th year, accounts for his firm's mounting reputation as an industry pacesetter.

In every facet of its operations within a highly indusrrialized geographical area rated one of the most affluent in the nation, the company, Pohle reports, pursues a marketing program concentratedon offering only the finest available materials and products.

"Most of our growth," believes Pohle, "can be attributed. ouite simply. ro the fact thar the buying public, people who genuinely care about the quality of home improve- ment, have become disillusioned with mediocrity.

"They have learned. often at considerable expense, that purchases at run-of-the-mill or discount operations often fall woefullv short of expectations."

Pohle, who took over the business from his father, Edwin Pohle, in 1969, believes in carrying an exhaustively inclusive inventory. valued in excess of $900,000, and embracing lumber, plywood, woodrelated products and hardware.

He also stocks what is held to be the largest supply of hardwoods. including rare imports, at any retail outlet on the West Coast. These woods alone are inventoried at more than $125.000. with exotics

Sfory at a Glance

Major including such varieties as purpleheart, Indian rosewood, zebrawood and tulipwood.

"Our merchandising goal," he points out, "is to try to have on hand virtually everything a customer might want so that he won't have to face the problem, and inconvenience, of shopping a number of stores to satisfy his needs."

Southern Lumber recently set a regional merchandising lead in becoming the first retail operation in the Northern California area to serve as a distributor for recently introduced "Outdoor" wood, pressure treated with "Wolman" Dreservatives for protective resistance against decay and insect attack.

To acquaint his customers with the varied uses ofthe product, produced by Koppers Company, Inc., tllIESI0llE tilEillEtI0, Bruce J. Pohle, right, president of Southern Lumber Co., pioneer retail establishment in San Jose. Ca.. watches as employee Dennis Bogue applies linishing touches to hand-carved sign commemorating firm's 75th year. Company's marketing program has been widely hailed as an industry pace-setter. Southern Lumber recently became the first retail establishment in Northern Calif ornia area to distribute "Outdoor" wood, by Koppers Company, Inc. he has arranged lor an ongoing instore series of demonstrations and discussions by experts.

"Home owners," he reports, (Please turn to page 4l)

EXPERI GUlllll{CE: Trained saleswoman gives professional assistance in picture frame making to do-it-yourself customers at Southern Lumber Co. Retail firm provides all necessary fabricating equiment, without charge, for in-store prolect. 0ther specialty departments include wood carving and both hardwood flooring and door instal I ation.

Standard Structures' Laminated Tops

Standard Structures Inc. of Santa Rosa, Ca., one of America's largest manufacturers of glued laminated beams, has entered the retail do-ityourself market with the introduction of laminated wood for use as table or desk tops, shelving and benches.

The new product, named Lam Top, is being marketed in six sizes through lumber yards and home centers following ten months of successful test marketing in the San Francisco Bay area.

Ray Loker, formerly in sales management for U.S. Gypsum, has been appointed Lam Top sales representative and distributors will be appointed in western markets.

Promotion for the product emphasizes the "look of butcher block," and because this attractive wood is wide, 18" and 24", Standard Structures decided to enter the d-i-y market after receiving scores of requests from architects and builders for small sections of laminated wood for use in their homes or offices.

Say's v.p. William I. Sterett, "We are encouraging dealers to display it at the entrance to their stores where it will immediately capture the interest of doit-yourselfers looking for something special for their homes."

Lam Top comes smooth two sides and can be sanded, left unfinished, stained or coated with polyurethane. It can be easily sawed and attached with nails or screws.

It is available in six sizes in 36-piece units on one-way disposable pallets: l% x l8 x 24'1, l% x l8 i 48", l% x 18 x 72" .lVz x 24 x 24" .lt/z x 24 x 48'1, and tt/t x 24 x 72". Each piece comes shrink wrapped in polyvinyl.

Dealer inquiries should be directed to SSI's Santa Rosa headquarters.

Ways to Griticize Effectively

Criticism is not easy to take or give, but a manager canmake it more constructive and palatable for an employee by using these thoughtful suggestions.

Censure in private. Be brief and concentrate on one point. Be critical of specific actions, not personality traits.

Point out a recent example of problem behavior in clear, direct terms. Be sure that the employee knows exactly what he is doing that is under fire.

Ask him or her to sum up the problem with methods that will correct the problem. Discourage excuses by pointing out the effects ofthe behavior, not the causes.

Focus on remedial actions. not inappropriate behavior.