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ARDWOOD sales can be improved with quality merchandising and promotions as proven by the developing number of specialty hardwood retailers.

Home centers and lumber dealers who want to expand their hardwood sales can profit by adopting some of the methods used by these stores which deal exclusively in domestic and exotic hardwoods. Role models include Paxton Lumber Co.'s Beautiful Woods, found in several states; McFeely's Hardwoods and Lumber, Lynchburg, Va.; Charlotte Hardwood Center, Inc., Charlotte, N.C.; Greenville Hardwood Center. Greenvi-lle. S.C.; Atlanta Hardwood Center, Atlanta, Ga.; Woodcrafters, Fortland, Or., and the franchised Austin Hardwoods throughout the United States.

Managers and owners of these stores agree on one thing. Customers need and want lots ofhelp and expert advice when they shop for the often unfamiliar and costly hardwoods. "We're not a rack fype business," says Steve Penberthy, orvner of Woodcrafters. "Because we're a small specialty type business, we can take the time to ask people what they need the materials for."

Rule No. l: Provide knowledgeable people to help customers buying hardwood. Have an adequate number of employees so that service can be one on one. Encourage salespeople to spend time with customers.

Rule No. 2: Make it easy for the customer to find and identify the various species.

Beautiful Woods uses large, readable white name tags jutting out from the vertical stacks to identify each species. Charlotte Hardwood Center, Inc. labels each bin. Regardless ofhow it is done, each species must be identified, preferably with an explanation of its uses. Veneers should be stored flat in labeled drawers.

Rule No. 3: Inspire increased purchases of hardwoods by promoting their beauty and what can be done with them.

McFeely Hardwoods and Lumber, Lynchburg, Va., maintains a picture board where customers display photographs of furniture and other projecs they have completed using hardwood purchased from the store. Labeled hardwood samples can be hung on the walls like art to show offtheir beauty. Flooring can be presented on the wall as well as on the floor. Sample book ofwood squares can be assembled.