PERS@NALS

Dave Mackin of Hallinan Mackin has returned to San Francisco afler visiting their Los Angeles facility.

Ken finkler, vp. of Stahl Lumber Co., Los Angeles, recently attended the National Ilardwood Convention, Bal Harbor, Fla.

Skipp Gregg of Lane Lumber Co., Commerce, Calif., has returned from the National Hardwood Convention in Fla.

Ted Cowan, Cowan Forest Industries, Santa Monica, Calif., has returned from a business trip to the mills.

Robert J. Royd is Calaveras Cement's nelv controller,

Glen Hayden is now in sales for the construction hardware div. of Cal-Roof Wholesale, Portland.

Tom Paarmann, NW div. mgr., Pioneer div., Flintkote, says his div. has assumed marketing responsibility for gypsum products.

Cal Wood, The Merchant Magazi.ne,recently did 2862 miles in three weeks and ttrree days, covering his northern Calif.-Pacific Northwest teritory for the magazine. Go-Go-Go, Cal!

Robert H. Fletcher is now marketing mgr. for Simpson Timber. John J. Connors has moved up to gen. mgr. of plywood and panel doors.

Richard N. Berg, is the National Hardwood Lumber Association's new L.A. district inspector.

Weslern Lunber & Bullding Moteriols ,IURCHANT

James E. Cradit is Long-Bell's new salesservrce rep. for kitchen cabinets and vanities in the Northwest

H. II. Warnaca is the new vp. and gen. mgr. of the Simpson Building Supply Co. He replaces R. O. Phillips.

Stan Mago is a new outside salesman for Fir & Pine Lumber in beautiful, downtown you-know-where.

Wayne E. Brand is the new sales promo- tion and advertising mgr, for White Trucks.

Dave Daviq Noble Lumber, recently visited "Swede" Sawyer and Frank Surbaugh at Noble's So. Calif. office.

E. A. "Andy" Anderson has joined the sales staff of Cowan Forest Products, Santa Monica, Calif.

Frank Robertson, owner of Woodland Products, has returned from his honeymoon, he was married Oct. 18. Congratulations, Frank!

Susan Cabe is a new office staffer at Woodland Products, Pomona, Calif.

Jim Frodsham of South Bay Redwood, Hawthorne Calif., and his wife Sylvia are the proud parents of a baby girl, Laura Elizabeth. Harold M. Frodsham (Proud Grandfather) has returned from the Middle East where he visitcd the home of Sheik Aziz Alghanim of Kuwait.

Bill Soper, mgr. of P.H.I. div. of Sta-Lube, Compton, Calif., has returned from a vacation.

Tommy Poole, mgr., Carter Lumber Co., Los Angeles, has his son, Thomas, home on leave after finishing Army training at tr't. Ord.

Donald J. Moreland is Kaiser's new Southern div. credit mgr. for cement and g:ypsum' llalph Hill is the new president of the Owens-Parks Lumber Co., Los Angeles. Ray Melin moves up to be chairman of the board and chief executive officer.

Rene Lester, Fir and Pine Lumber Co., Burbank, Calif., and her husband have returned from a vacation in Spain, Leon Caldwell has been appointed the new mgr. of the California Building Materials Dealers Association.

Phyllis Sykora, Nordahl Door Co., Burbank. and her husband have returned from a one week trip in the Sierras panning for gold. No, they didn't strike it rich this time.

Kris Durham, daughter of Leon Durham, Treated Pole Builders, Ontario, Calif., recently took a 1st in the All Calif. Holstein Calf competition.

Chuck Lember, D. C. Essley & Son, Los Angeles, recently returned from a vacation in the Southwest.

Norm Wendell of Hallinan Mackin. Los Angeles, recently participated in the Shasta Golf match at Redding. Lovey McCarthy, also of Hallinan Mackin flew to their main office in San Francisco on business.

Harold M. Stilson is Evans Products' new western Washington area mgr. Ward }Y. Kerkmann is Evans Products, new particleboard products Dgr., Svend A. Jensen is now mgr.-group planning dept. for Evans.

Don Philips, Jr., So. Calif. mgr., Hedlund Lumber Sales, Thousand Oaks, Calif., flew to Hedlund's home office to finalize expansion plans for his office.

N. .A. "Nat" Thompson recently joined Hedlund Lurhber Salesl Thousand Oaks, office and will be calling on the trade.

Harry Bleile, Kimberly-Clark, is resting up after wrenching his back doing some heavy gardening at home.

Don Jaenicke has been promoted by Weyerhaeuser to wood products marketing services operations mgr. The new post rtras announced by marketing services mgr. L.A. Flora.

Jim Gaither has been named asst. mgr. of TW&J's Fresno, Calif., lumber distribution center.

Lloyd Webb, sales mgr., Vance Lumber Co., Los Angeles, and his wife Sue, took a 2 week vacation touring the Hawaiian Islands.

Arthur A. Pozzi, Arthur A. Pozzi Co., Lake Oswego, Ore., has visited their Santa Ana office, preparing to open up their Orange county distribution Yard.

John Kirby of Swaner Lumber Co., Glendatre, Calif., and wife BettY have returned from a vacation in EuroPe.

Vince Besinque' president of Vance Lumber Co., Los Angeles, recently attended a Rotary golfing weekend in Palm Desert, Calif.

Jim Augustine, former owner of Mid Coast Lumber Sales, Los Angeles, has joined the sales stafr of Hallinan Mackin, Los Angeles.

Don Brown, No. Calif. sales mgr. for Loveday Lumber, flew in from S.F. to L.A. for their recent party celebrating the yard modernization.

John Weston, Far West Fir Sales, Glendale, Calif. and his wife Marge, vacationed recently in Hawaii for a week.

Jim Thatcher is the new mgr. of Better Homes Lumber Co., Coos Bay, Oregon. He had been with Portland Lumber Co.

Warren Flinchpaugh is The Pacific Lumber Co.'s new mgr. of lumber operations. Joe Michlig succeeds Flinchpaugh as mill sales superintendent, with Ray Dvenson as his assistant. Lawrence Bryant has been promoted to superintendent of production.

Emanuel Fritz, professor emeritus of Forestry at the U. of Calif' and widelY known as "Mr. Redwood," has received the Col. Wm. B. GreeleY award from the American Forest Institute.

Bud Rousseau has joined Pope & Talbot's wholesale dept. in Portland.

R. D. LaRue is Weyerhaeuser's new mgr., residential merchandising, C. W. Masterman, their new non-residential merchandising mgr., G. D. Lahey, mgr. of generai merchandising and J. A. Keyes, promotion services mgt.

Fran Dreazy is the new gen. mgr. of Evans Products' creative services div. Dorman Dane is novr on the sales staff at Arthur A, Pozzi & Co., Santa Ana. 'Wayne Gardner, Lumber Assn. of Southern Calif., attended the Nat'I. Lumber & Bldg, Mtls. Dealers Assn. meeting in Phoenix.

Max Hill is back at his Max Hill Lumber Co. in Pasadena, Calif., after a southern and eastern bu3iness trip, during which, he watched the Mets win the World Series.

Gerald Y. Beggin is the new gen. mgr. of Marlite's Modesto, Calif., paneling plant.

Kathleen Baugh has joined the public relations firm of Feldman & Associates in Los Angeles. Her dad is Bill Baugh, Baugh Forest Products.

Bill lfanen, Al Peirce Co., Newport Beach, Calif., took a drift trip down Oregon's Rogue River. Pierce's Bob Pallow recently fished the High Sierras.

Joe Clements is Marquart-Wolfe's new accounting mgr. in Newport Beach. Sharon lfarris has joined the office staffers.

"Sti" Stibich, Lamon Lumber Co., and his wife, vacationed by flyingito Vancouver, boating up the Inland WaterwaY to Skagway, then trained it to Lake Bennett.

Don Bennett is Arthur A. Pozzi Co.'s new yard foreman at Orange, Calif.; Wendy Lee has joined the office staff; HarrY McCall is on outside sales.

Dlmo Cole has joined Sterling Lumber Co. in Los Angeles. He was with Bohnholi I-,umber Co.

Harold Sand, G-P; Bob Wells, TW&J; Jim Ilayes, retired from Boise Cascade and Boss Kincaid of the Western Bldg' Mtl. Assn. were speakers at the national dealer convention in Phoenix.

Chet Bratsch, ex-owner of Rancho Lumber, Westminster, Calif., and now a Carlsbad wholesaler, is on a South America grand tour.

Erik Flamer, ex-Lumber Assn. of Southern Calif. staffer, says he is taking it pretty quiet in. retirement.

Ron Manolovitz, a former Navy man, has joined the Hallinan Mackin operation in Los Angeles as a sales trainee, mgr. Alex Chubak reports.

Montqna Building Moteriql Deolers Associotion

325 Fuffc Avrnu., H.l.na, llonlona 59601, l105l {.|.2-2120

By R. U. PETERSEII executive vice president

f\USTOMER good will cannor be v boueht. It must be earned. It is earned bly pleasant, helpful, efiicient service. It is maintained by unremitting attention to the desires, needs and whims of the customer.

In today's retailing business, products are almost universally available. "Exclusives" as such are rare. What your competitor can offer in building products you can offer. The prices that you can develop for the product can be met by the competitor. In fact, your competitor may decide he can operate on lower margins than you can, and so he has a price advantage. But one advantage is uniquely yours-your customer's good will. That is, providing you have made and are continuing to make every effort to develop permanent, profitable, pleasant relations with your customers. Permanent relations which keep those customers returning to your store next week, next month, next year.

Good customer relations depend basically on service. Service which is not confined or limited to providing and delivering such merchandise as the customer may require. It is the service of learning and understanding the customer's needs, his desires, his problems. It is the service of providing new ideas, creating new desires, suggesting new concepts, stimulating new dreams. It is the service of sincere, personal interest in the customer's plans, ideas and wishes. It is the development of a relationship which offers you continuing opportunity. Opportunity to compete against distracting appeals and influences, To compete for the customer's interest and develop his demand for your product. To lead him to the decision for home improvement instead of a new car. To develop the sale of new kitchen cabi nets instead of the purchase ofa new boat.

Customer good will results from the selling of intangibles as well as the product. The projection of personal interest into impersonal transactions.

The dealer who wants to be around next year and the years following is making every effort to assure that this year's customers will be returning next year-and, the years following. With every sales transaction he is building a reserve of good will.

Evons Reoligns Groups

Evans Products Co. has appointed Lawrence M. Flahive senior exec. vp. and director of marketing. Announcement was made by Evans chairman and president Monford A. Orloff.

Flahive assumes overall marketing re. sponsibility for all of the company's forest products and building materials ac. tivities.

They also have formed three new op. erating groups and named executives to head them. Peter H. Koehler has been named vp. and gen. mgr. of the forest products group. Donald L. Gardner is now exec. vp. and gen mgr. of the new pre-finishing group and Walter C. Jennison is the new exec. vp. and gen. mgr. of the international group.

Son Diego's New Slole

San Diego Hoo-Hoo Club recently in' stalled officers for the coming year. Leading the club are: Bill Harvey, Tarter, Web' ster & Johnson, president; Ron Angelo, vp. and Bud Baker, sec.-treasurer.

Other officers are: ]\Iilt Olsen; Bob Croy, Georgia-Pacific; Wayne Raney; Harold Morgan; Ralph Smith; and Ken Fritz, Tarter. Webster & Johnson. The installation dinner dance was held in nearby La Mesa, Calif.

Program chairman Bud Baker was assisted by Bill Harvey, Bill Olmstead and Milt Olsen.

Another New One for BE

The 24th Builders Emporium opened in San Bernardino, Calif., with the traditional ooboard cutting" ceremony, presided over by Everett E. Yount, president. Yount was assisted by Robert G. Sackett, vp-merchandise and Ted Scott, vpoperations, plies, garden and nursery items and equipment and furnishings for pool and patio.

Vonce Wins Industry Aword

For their community service, leadership and business accomplishments, the Vance Lumber Co. of Los Angeles, has been hon' ored in a ooSalute to Industry" by the City of Commerce, sold through lumber dealers exclusively prompt delivery to your customer's jobsite full truck loads or small lots we dothe job plan "take-offs" firm quotations

In addition to an industry luncheon honoring Vance, a display o{ their products was on view in the Hyatt House lobby for two weeks.

FOB jobsite no inventory problems for you

The 35,000 sq. ft. facility, opening in time for the Christmas season. offers home improvement and maintenance merchandise including tools, hardware, lumber, paints, plumbing, electrical sup-