hardwoods

Becausc of the higher invcntory investmcnt, solid research and l.horough knowledge of the specifics of hardwood marketing arc yclur best protection from rnaking expcnsivc errors.

Follow these steps to reduce your risks:

DETERMINE THE MARKET _ TalK with your sales staff. Are they receiving numerous requests for hardwood? Are they willing to invest their energies to leam the technical aspects of hardwoods?

Profile your target customers. Are tley d-i-y consumers, contractors, craftsmen? Where are they buying?

Who are your competitors - other building products retailers, home centers, specialty craft and woodworking houses? Be aware that in some arcas industrial wholesalers capture significant market segmcnts.

'l'ake a good look at your potential compctitors. What spccies are st.ockcd? Does the product look fresh? Do you have markcting strengths or unique services that will give you an edge on thcln?

Analyze the szrlcs potential. IIow much can vou expcct to sell? Could the space bc used rnorc profitably?

If your research convinces you hardwoods are worthwhile, consider sourcing.

CHOOSE YOUR SUPPLIER WITH CARE - He should have long standing connections with the hardwood industry to ensure you receive a consistent supply of stablc. quality lumber.

Is he a member of the National Hardu'ood Lumbcr Association? NHI-A regulatcs the grading of hardwoods, trains gradcrs at their Memphis, Tn., school, arbitratcs quality disputes and can be an invaluablc resclurce for you.

NIILA can guide you into the grading, sizrng and tenninology uniquc to the hardwood industry. Iror examplc: lx8 in hzudwtxrds is I'ull finishcd mcasure, nol nominal sizc. 'l'hey sell a varie[y of training publications and videos as well as colorful informationa-l brochures that will interest your customcrs and pamphlets useful in your " grccn" rnarketing efforts.

Since the established flow of hardwoods is through tightly defined regional networks, it is vital to find a multi-sourced, service oriented supplier. Check carefully" Are the minimum order quantities realistic? Will they allow you to mix species and thickncsses to make price breaks? Will they fill special orders promptly?

A trip to investigate distribution facilities is mandatory. The operation should be neat and orderly with tight quality control. While there, arrange to meet with the main mill rePs.

Ask questions. Do they use predriers to increase stability? Do they end coat or use baffles to reduce radial checking and end splitting? Do they dry their own stock or contract it out? Generally, in-house drying means better quality.

Do they mill a full range of thicknesses - 414, 514,614,814, l0l4 and I2l4 - for all their species? Will they help train your yard and sales staff? Do they have a field force that can give sales support or are they telemarketing oriented? Are promotional items available? Will they share special advertising costs needed to launch your new product line?

DEPTII OF LINE - Product mix is vital. Start with a narrow line of basic species - leave the exotics !o the specialty stores and mail order craft houses. Red oak, maple or birch and cherry make a good starting point. You may wish to add black walnut or Honduras mahogany as demand justifies. Seek the advice of your supply rep who can counsel on what others are carrying and perhaps work out a smaller initial order responsive to your needs.

Laminated lumber and panels, once shunned, have become a force in the marketplace as the availability of wide lumber declines. Two types are sold: continuous length and end laminated (boards assembled from small pieces of lumber). Of the two, the continuous length is preferred as it finishes without annoying cross lines to intemrpt the grain effect and surface beauty. If you venture into hardwood panels, monitor inventory closely. They are very expensive.

Be sure to stock enough inventory in each size panel, especially if they contain unusual colors or grains, to make a project feasible. Specify an adequate number in each shipment with a return option on unsold merchandise after a suitable time.

DECIDE MARKETING DE. TAILS

- The proper display is important The rich, pleasing look of hardwoods draws the customer's eye with an attractive offering generating traffic as well as providing sufficient grain and color variety to make selecting the right lumber easy.

Look at your stock and displays through your customer's eyes. Is the display inviting? Convenient to select from? Well stocked? Would you buy from it?

Many high dollar add-on sales can result when the savvy merchant places quality tools and accessories, solid brass hardware, abrasives, glues and fine finishes in proximity to the lumber, possibly as endcap displays.

Look for promotional ideas. Check with your tool vendors to see if they will offer a coupon for a product discount tied to a specified dollar amount purchase of hardwoods.

TRAIN YOUR SALES PER. SONNEL

- As imporrant as correct product mix and proper display are, lcrowledgeable personnel are vital.

Skilled, informed sales personnel are the pillars of any successful marketing program and this is especially true for hardwood lumber. To sell effectively, they must be proficient in the characteristics and use of the lumber and know the best tools and techniques to use in completing a fine quality project.

An invaluable technical resource often can be found right in your yard. Probably many of your yard crew are woodworkers with a wealth of expertise. It has been found that customers often return to a store for additional purchases after visiting with an enthusiastic yard employee.

Focus your training on asking questions and listening to the customer's needs. How will the lumber be used? Is srength a factor? Is the thiclness suffrcient?

Will the wood be carved? Black walnut works extremely well, as does maple. If mahogany is being considered, recommend Honduras, never Philippine, which splinten too easily.

Is a mirror finish desirable? Tightly grained woods such as birch and maple produce better results than bold grained varieties such as red oak or ash which need to have the grain filled before finishing.

Does the customer have the right tools? If he doesn't, be sure you have them available with someone ready to explain their merits and uses.

Emphasize that the sharpness and edge holding qualities of superior grade steel saws, bits and hand tools are well worth the extra expense especially if many projects are planned. (I personally prefer Sheffield steel although there are other less expensive and quite good quality steel lools available.) Consider stocking inter- esting tools such as the pull saw long used by Japanese craftsmen to produce a fine, smooth edge with minimum effort.

Point-of-purchase videos attract great attention and help to make nuilry sales. Consider creating a hardwood library of books and videos.

Some of the larger suppliers offer very successful hardwood marketing prograns. They include displays, bythe-piece inventories and even readyto-finish parts that require little machining by the customer.

However, I recommend creating your own unique fomrat, one that will set your business apart. Ultimately, what will succeed in your business depends on your customer Profile.

Hardwood lumber is a premium product. When a person is creating a project of heirloom quality, he often gives his wood selection the same time and detail he would devote to purchas-

Story at a Glance

How to make money selling hardwood ... determining the market ... selecting a supplier ... deciding what to stock, how to promote, advertise and display ...training your sales people. ing fine furniture. Your hardwood customer will usually spare no expense !o obtain a great result.

In addition, extra high profit sales result when associated products are suggested by the sales person. Experienced customers will recognize and respect the effort, and the novice will greatly appreciate any advice that will eliminate the frustration and wasted expense associated with making an unwise choice.

Educate yourself and your personnel, sell hardwood with upscale techniques, and offer quality tools, hardware and finishing supplies !o increase the value of your sales.

Your success will ring at the register.

Hunsberger has worked as a sales and systems maruger for regional and national wholesalers. In addition, he hr.s had his own shop wlure he workzd as a comtnercial finisher and antique reproduction crSsman - Editor.

ARDWOOD plywood can offer contractor and remodeler cus- tomers an affordable alternative to solid hardwood for paneling and cabinetry.

Depending on the veneer species and grade selected, almost any solid hardwood color and grain panern can be achieved with finishing ranging from good to superlative.

Hardwood plywood panels are veneer matched in a variety patterns: book match - resembles opened pages of a book, with opposite patterns identical; slip match - progrcssive pieces of veneer are joined side