Finding new ways to sell hardwood mouldin

stress superior qualities including beauty, resistance to dents and an unexcelled ability to accept stain. They explain that they have both solid oakandpoplar mouldings available with pre-cut corners to make installation easier.

In addition to profile displays, they showcase various mouldings which have been built up to achieve a custom woodwork look. By studying these sample boards, a do-ityourself shopper can see how he can combine crown with other moulding to create a dramatic ceiling trim or use a selection of patterns to create variations in chair rail or base.

IJARDWOOD moulding has the I lpotential to be a strong do-ityourself product.

Inspired by the ongoing renaissance in high quality custom woodwork, many d-i-y craftsmen are looking to hardwood moulding for its beauty, durability, fine grain and ability to accept stain. Oak and mahogany products are the most widely known and accepted, but other species includingbirch, walnut, koa and teak are in demand.

Story at a Glance

How dealers encourage d-i-yers to buy hardwood mouldings... possible approaches . . methods that work for both chains and independents.

A dealer who has the space to stock a selection of profiles and the inclination to work with the do-ityourself customer can find hardwood moulding a real money maker. The d-i-yer will need more guidance and service than a contractor customer, but many dealers find that this extra attention pays offin related sales and devoted customers.

Different dealers take different approaches. Some cross the product off as too specialized and costly for their trade. Othershandle only a token inventory ofoak because they don't have the space for the extensive stock needed to heavily promote hardwood moulding. A few rely on distributors who can fill orders within a few days and take special orders.

Then there are those who decide to be perceived as excellent hardwood moulding sources. The dealer who makes the decision to specialize in mouldings has limitless possibilities. Industry veterans often make an example of a lumber company just outside Washington, D.C. which inventories nearly 400 different profiles and sizes in hardwood and softwood species.

This company complements its inventory with take-home literature showing all the available profiles and catalogs for contractors and specifiers. They also maintain full displays which shoppers are encouraged to examine, handle and touch. Their staff works with the do-it-yourselfer as well as the professional. The goal is to ease any fears a customer might have about working with a high price, luxury item.

They point out that hardwood moulding is no more difficult to install than softwood moulding. They t t N

If the shopper wants to have the mouldings installed by a professional, the displays and information available from the staff help to convince him that hardwood is the best choice. Whether the sale is to the consumer Or a Contraotor, they find that the service approach works.

Solid support from a manufacturer or distributor of hardwood mouldings can be an asset to a dealer. Many make available clinics or presentations at the store. These show application techniques, uses and finishes. Many provide display boards or charts to demonstrate the profiles and effects possible by buitding up or combining several. They also offer literature which the dealer can distribute to his customers. (See New Literature, p. 60 , for several of these.)

Distributors also can be counted on to fill special orders promptly. This relieves the dealer of the need to maintain a biginventory. Using samples and a special order system, he can take care of his customers quickly without investing a lot of space and money on inventory.

Hardwoodmoulding is not an impulse item, but its profit margin makes it worth a dealer's effort to build the reputation of being a hardwood moulding specialist.