The All Ways In Demand Product

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Smoll Deolers Con Compete

\I/HENEVER the talk turns to the problem of YV how the small traditional dealer can compete with the large operation, the mass-merchan' diser, all too many of the smaller dealers are inclined to think that they will automatically loose trying to compete with the larger, discount-type operation.

Nothing could be further from the truth. As a matter of fact, the two types of operations actually complement each other and many times can work to their mutual benefit.

Probably the main reason is that the traditional lumber dealer has something to ofier that the massmerchandiser does not. In addition, he is not burdened with the headaches peculiar to a large opera' tion.

All too o{ten, behind the massive facade and the multipage special advertising sections, the massmerchandiser is hampered by limited product knowledge. He may be a dandy merchant, but these shortcomings can hurt him both in buying and selling. In his efiort to compete, usually with price, he is sometimes forced to buy products that are not up to par. He may not even begin to rcalize that the customers know it until they begin to stay away by the hundreds.

In a discount operation there are seldom more than a handful that are experienced in either sell- ing techniques or products. Too often that $1.50 per hour boy is much more interested in efiecting a "social relationship," shall we say, with the cute girl clerk, than he is with the business.

The big store razzle dazzle has proven in some cases to have the negative efiect of bewildering the prospect and making hirn unsure and uneasy. The end result being that he or she staggers away without buying only to seek a more com{ortable place to shop.

The hoorah has also been having less efiect as the public increases in sophistication and tends, generally, to buy quality more often than price.

The traditional dealer's strong points are many and he would do well to remember and capitalize upon them whenever possible. Strong product knowledge, experienced, interested help plus the friendly casual touch in selling by someone who is often known and respected in the community. A yard that sells not only price but good merchandise and a clientel that has creditability in what a dealer says when he or she asks advice for that do-it-yourself project.

The two types of operations are neither good nor bad unto themselves. Both have good and bad' strong and weak points. Both can exist and profit mutually when they realize each has its own unique tff,:::r"i.ofitable co-existence is just plain com-