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Dear Dr. Moore:

Why are so many environmentalists against salmon farming? Doesn't it reduce pressure from commercial over-fishing?

You're right. Aquaculture takcs pressure clff rvild fish stocks lvhich can't possibly rneet the dcmancls of a grorving global population. Unfortunately. thc campaign to discredit fish firrming is one o1'thc rvorst l've secn in terms of clisregard firr facts.

For mc. it's an old ar-rument. When I lvorkcd rvith Greenpeace. we were against rvhaling, sealing. drifinets. botkrm dragging, and over-fishing in gencral. and rightly so. I believed then. as I do norv. that aquaculture-practiced sustainably-would allorv people to continue sourcing food from the sea rvithout clcplctin-r rvild stocks.

T\\ e nt) 1elrr. latcr. actir ists continuc to lloat reasons to be against aquaculture. And. despite the fact that not one stands up to scrutiny. they have the attention of a fearful public. With that in mind. here are brief resporlses to three of the lvorst allcgations:

Fuct: Farmed salmort is xtJe ttt eut.

Activists point ti'r a study of PCBs in farmed salmon as proof that it's unhealthy. Too bad they ignore the study's conclusions that lcvels are rvell rvithin thc FDA'S saf'cty guidelines. There is no evidencc that this minor contamination causcs any health problem. In contrast. both farmed and ivild salrnon are rich in on.rega-3 fats, rvhich hclp prevent hcart disease and may rcduce the risk of Alzheimer's.

Luct: Funttetl Atluntir' salnnn dre

Aside fnrm the fhct that the industry hlrs e ,trrlirrued ttt irttprtrr e it: e qtr ipment to preVent cscaPe. Atlantic salmon don't clo *cll oLrtsiclc thcir natil'e ran-se. Arouncl thc rvorlcl. numerous efforts have bccn t-ttacle ttl establish Atlantic salrttotr. rvith ttttc country going so far as to releasc more than ll million fish. It docsn't rvork.

Fttt't: Furttrctl .sulttutrt urc ttol Ietl fi.slt tlrut w,otrld rtthcrwisc grt trt lttrtttttrts. F'arrned salmon eat fishrneal. rvhich is nrade of trimrnings frorn fish processing plants, and fish that humans won't eat. The claim that people are losing valuable protein because of aquacullure is false.

F()r r)rore irrlbrrnttion, visit rvrvrv. farrnficshsalrnon.org. In the meantime. I hope sensible environmentalists cveryrvhere rvill see this campaign fbr rvhat it is-an attempt to discredit a perf'ectly sound. sustainable industry.

Dr. Mortre ltas beut u leudcr tl tlrt entironnrcntttl nnrenrnt .frtr ntttra tlturt -J0 veu's. A co-Jorttttler uttd .frtrrnar prcsidattl o.f Greenpeuce. he ltolds u PhD irt t:r'ttlrtgt' and u BSt irt.fore.st biologt. Suttt tprt:stion.s t o putr i c k(Q s e rt :; i b c utv n rt ttt ( tlt u I i.\t.(on1.

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N/I'OST building material dealers

IVllook for ways to improve their businesses by seeking ways to increase sales and margins. Many travel to attend seminars conducted by industry experts. Some go to classes, read magazines articles, join co-ops and attend industry roundtables to explore ways to be more competitive. While these are all worthy endeavors, the answers they are looking for might be closer than they think.

Many of you have probably read the book Acres of Diamonds by Russell H. Conwell. It's the story of a rich farmer who wanted to acquire additional wealth. He sold his farm and searched the world looking for diamonds, only to die a poor, suffering man. Several years later the farmer's successor found one of the largest diamond mines ever discovered, right there on the old farmer's land.

In the world of installed sales, building material dealers have many competitive advantages. Like the farmer. many opportunities to increase sales and margins are available to dealers, right in their own backyard with their existing customers. However, for a number of reasons, dealers frequently fail to capitalize on these advantages. Let's examine a few of these advantages from two perspectives: the builder's needs and the dealer's capabilities.

Every builder, large or small, has myriad issues to wrestle with when building a single home or an entire subdivision. In addition to local, state and federal agencies, the builder juggles numerous suppliers and installers. He must effectively manage all these obligatory activities to generate a profit and enjoy a return on his investment. Most dealers help the process with supply, on-time deliveries, assistance with take-offs, and even offering credit. However, could additional value be created in the eyes of the builder if dealers would also assist

By Roy Burleson

with other time-consuming and arduous tasks? Yes! When offering products installed, dealers solve several problems for builders. In fact, every major component a dealer sells must be installed by someone. Why not the dealer?

Builders typically look at several issues when pricing a home. Cycle times are critical. When a house takes longer than anticipated to finish, the builder's costs go up. When installers finish their work on time, the builder meets his budget. Dealers are in the best position to help the builder improve profits by reducing his cycle time-by performing the supply and install functions with one trip. saving time and money.

The builder or his job superintendent has to juggle many scheduled deliveries and installs. Bundling several products in an installed offering can save the builder a significant amount of time by reducing the number of calls (and call-backs) he has to make. After-paint, multiple-product installs are popular with many builders. When a builder can rely on one credible source for multiple deliveries and installations, the savings can be substantial. It can also eliminate finger pointing at the end of a job that costs builders time and money and is extremely frustrating. Some builders have reported these one-stop-shopping installed services save them 5Vo to 107o in overhead costs. Even if a dealer's installed price isn't the lowest, the overall costs could be lower.

Most builders want happy, satisfied customers. Complaints only serve to drive up costs. When homebuyers are pleased with their builder, they generate referrals and help him create a good, positive reputation in the market. It's imperative that installing dealers help the builder achieve these results. When offering installation services, it is better to under-promise and over-deliver than the other way around. When dealers execute properly, they not only help the builder save time and money, but also help by creating positive outcomes with the homeowner, something every builder strives to achieve.

Paperwork for any business is a necessary evil. Eliminating unnecessary paperwork saves the builder time and money. Think about it. Builders that use dozens of subcontractors are rummaging through mounds of paperwork, just to pay installers. Dealers simplify this process by billing for numerous products and installs with one invoice. Last week while traveling with a customer, I witnessed him present his single-invoice process for multiple installs. The builder, the largest in the area, was thrilled. He considered anything that could help simplify his billing processes as a tangible benefit and immediately asked for a written proposal. As a result of this one benefit, this dealer has a good chance of landing a new customer that builds several hundred new homes.

Most local subcontractors don't have access to builder programs that many manufacturers offer. Many manufacturers will help dealers develop special builder programs. Benefits could include manufacturer rebates, co-op advertising and model home assistance. This alone can give dealers a competitive leg up when competing for the builder's business.

When selling installed sales, quantify the benefits for the builder. This can best be accomplished with a professional qualifying approach. When initially approaching your builders, stay focused on problem solving and not bidding. Unfortunately, many salespeople immediately discuss price and simply close the sales call by asking for a chance to bid the next job. And when their price isn't substantially lower, the builder has no compelling reason to make a switch. However, by asking the right questions, you will uncover the builder's problem areas and hot buttons. Now you can focus on offering meaningful solutions.

Every dealer needs to find ways to better service his customers before the competition does. When you install for your customers, you deliver a valuable service that product alone can't possibly deliver.

- Roy Burleson is director of Builder Solutions for Guardian Building Products, Greer, S.C. Contact him at (248) 760-5791 or royburl e s on @ bp. guardian.c om.