Aggressive dealer can overcome down trend

FIEALERS in small towns and Erural communities in manY areas of the West are defying lousy business conditions reports and are continuing to thrive by practicing aggressive merchandising and offering super values.

A good example of this strategy is found in the grand opening of the Lakeport Branch of Alfaro & Stanley Building Supplies in Lakeport, Ca., population 3005.

Don Alfaro and Dennis Stanley, owner/managers, offered real sales values with 9090 of the merchandise in the combination lumber and hardware store on sale with a max- imum 2090 markup. They had plenty of merchandise to back up requests and attracted large crowds of buyers.

In addition to good prices, they

Story at a Glance

Rural dealer expands. uses aggressive merchandising to defy economic trends community responds to good buys. created a good mood carnival atmosphere for shoppers with 100 cokes and hot dogs as well as clown and hot air balloon rides. Local newspaper advertising and radio commercials ballyhooed the event at their warehouse-type facility on the outer edges of town.

Live coverage of the opening was provided by a local radio station disc jockey. Manufacturer reps such as Lois Bright, Simpson Building Supply Co., Santa Clara, Ca., were given an opportunity to go on the air and plug their products. Simpson sales alone consisted of six units of redwood plywood and l0 cartons of paneling, pretty good for an area with a small population.

The original Alfaro & Stanley Building Supplies store in Ft. Bragg, Ca., was opened five years ago by the partners.