EEE| m@\ rs & vfiews

JIM WEBBER president of thc Lumber Merchonls Associqtion of Northern Colifornio

15,15 El Canlno Rdl, Sult O L6 Afto5, Co.9lOXl l4l51 9lr-1617

\|OUR IMAGE is on the line. More I than ever before in the history of our industry the irnage of the retail dealer has been attacked from all angles. *tt*

Ralph Nader, in his Personal vendetta to break down eorporate struc' tures, has brought critical attention to all industry. The recent Price Controls have added momentum to the poor im,age of our industry in particular. f recogaize that many of you have held your mark-up on lumber below normal in an attempt to soften the impact on your customer, but this has not lessened the problem since no olu Yoryi"es this fact.

We are accused by many sources (including some national associations to which we may belong) of a continued attempt to gouge the consumer, particularly -the contractor. Tire Price Commission has not yet recognized the efforts we have made to hold down prices. The IRS is intent on proving that we, in the wholesale and retail end, are taking a.dvantage of the shortage.and adding excessive mark-up to lumber products. It's still the same old game, in some cases, when IRS flatly states we are wron-g and then places the effort to prove we are not in violation back on us.

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All indications are that the Price Controls will remain with us for quite some*tim*e. (Even after April 19?3)'

It seems futile at an individual level to combat the vast amounts of adverse publicity heaped upon us' There may be some relief in the near future through our national association. At the recent national meeting in S"utti" the board of directors-acknowledged the requirr-""t to counter the bad publicity given the wholesale and retail trade. National was directed'to investigate the feasibili'ty of launching a nationwide publicity campaign to improve the p3rblic image of the building materials industiy. If such-a program is considered essential each of us will be asked to *contribute to this cause.

This is a case where we can well afford the contribution and can't afford not to assist the industry in this efforb. Credibility is a most important facet of our industry. Until recent years we enjoyed the position-as a trusted, honest, and community-minded industry. The balloon has burst. We are thrown in the heap of not-tobe-trusted business capitalists and currently rank with used car salegmen.

National awareness from the consumer is healthy but the consumer advocates are not citing the more favorable aspects of business, only those unfavorabfe incidents upon *hich they capitalize. Recent sur-veys indicate that the consumers feel business is not fair to them. fire percentage of this category is increasing rapidly. Some of the reasons stated for this attitude: over-charging for products, failure to honor guarantees, misrepresentation of products, lack of concern over customer problems with meichandise, and lack of knowledge by sales personnel. This has always been a problem but now the customer is being urgqd to demand satisfaction through'class action suits.