Af the Next Dealer Conventisn_ You xtight Find q fttillion-Dollor ldeo In o 5 or lO-minute Exhibit Visit

The convention exhibit hall is the finest concentration of information, product samples, ideas and better business aids that a retail lumberman will ever see . until he returns to the convention the next year.

Yet_but a tiny percentige of conventioning lumber dealers take anywhere near the full advantage bf this oppor- tunity which is usually so colorfully and-interestingly'set before them. A survey of Western-Pine Associatioi-field representatives who attend about 25 conventions each vear indicates few lumbermen may really understand the irue purpose and potential of the exhibit hall and all it contains.

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Depend on us for all sizes from L" to 6" thick, 4" and wider up to 18' in ,width, and 8' and longer up tn 32', in dry vertical and flat grain C&Btr Douglas Fir. In dry Clear Heart Redwood, we ofier every size up to 6'' thick, 4" to 24" wide and 6' to 24' long. Ask for the folder "Hardwoods are- Easy to Buyl' describing many other lumbers and specialties Higgins distributes throughout the West.

LunBER " f' cotPANY

Son Froncisco 24 Phone: VAlencia 4-8f44

"It is gratifying to call upon a dealer who does,,, one held man reported. "During my calls (about 1,000 per year) I have noticed time and again the successiul retailer is usually one who has sought out and put to use information, materials and ideal made avaihble to him by manufacturers, part of wtr,ich almost always comes from conventions."

To assist retail lumbermen planning to attend their regional and/or national conveniions th"is coming season, h.ere^are some suggestions and pointers as gathe"red from the held men 1n answer to the survey questions:

TWHY GO TO A CONVENTION IN THE FIRST PLACE?

The reasons for attending the convention are numerous. Business, usually, is the chief reason for corning, for the entlre program naturally is built around methods ind means for bettering-retail lumbering, collectively and individually. There are other less commeicial reasonj, however, inclui_ ing the relaxation of the trip and the visit to the city or resort area where the convention is being held; the reniwal of old friendships. and respite from thi pressures of the ollice and lumber vard.

From the business end of conventioneering, there are the chances to learn answers to business problei.s in addresses at the meeting sessions; to make contact with manufacturers, wholesalers and distributors; and to pick up offerecl merchandising aids:

PRF.CONVENTION PREPARATIONS

Prior to leaving for the convention city, make a list of : particular problems bothering you during the past year: the problems_.bothering the past year: DookKeeplng, merchandrsrng. materials handling, financing, inventories, product problems and other difficul-iies. It mi be wise to make detailed notes on them, and of the particripartlcu- lar.companies or individuals you may wish to cont'act for assistance. Also, check your consum-er and technical product literature file, and your counter displays and pieces to see if they are adequate.

How To Tour The Exhibit Hall

Obviously you do not want to spend everv minute between the scheduled business and -entertainment sessions on the exhibit hall floor. The question is how to get the most out of the exhibits.

Too often, the field men report, the retailer simply makes Le quick spin around the booths, shyine awav fiom those one around the away shyi which he may feel he has no need t6 contact, and picking h comes within his up samples of most everything which frii reach. Seldom does he have quEstions, and often he waits

He's Running q Building Store Now

f knew him for years when we gave him no cheers, I'd seen his unkempt lumber yard-

Surrounded by mud it looked like a dud, And the landscape it horridly marred.

He didn't use paint and he near threw a faint, If you talked modern methods, I vow, But there's come a change that is startling and strange-

He's running a Building Store now.

He wouldn't improve, he just stayed in his groove, He sure was a real old "Pip;"

He only talked price, and no good advice

On building he ever let slip.

The mention of service made him highly nervous, It looked like he'd never learn how

To sell merchandise, but to our great surprise, He's running a Building Store now.

I don't know what hit him but something sure bit him, It's been a complete resurrection, He's now Mr. Pep and he's making them stepThe builders all over th.is section.

He's hustling, and bustling, and fustling, and

Inrustling-

fact he's a regular WOW;

He does merchandising and good advertisingHe's running a Building Store now.

He's opened a plan roon, and started a grand boom, His office is one big display

Of things you'll be using when you begin choosing Your home in the homiest way.

So tip your hat to him, it really is due himHe rose from the dead, you'll allow;

The smile on his phiz says he's getting the bizHe's running a Building Store now.

-Jack Dionne

rrrrtii a periocl u.hen representatives are not on hancl to slip rrp and pick up iter.ns in 'rvhich he may be interested. This is a process for sl-rort-cliar-rging himself.

Generally, field men agree a "trvo-trip" tour does the job lrest for a retailer. Trip One: a general su.ing arouncl the exhibit hall, gathering materials on a "once-over-1ight1y" 1r:Lsis, noting indiviclrrnrls and firnls u.ith r,vhom you may n ish to discuss matters later or rvhose displays or products :rrouse 1.t-rur interest. Trip Two is more specific; now yorl get rlou.n to cletails, going back to selected l>ooths, asking questions, discrrssing problems, enlarging the library of literature on special interest items.

WHAT PART IN THE CONVENTION IS PLAYED BY THE EXHIBITOR?

Some successful conventions are held n-ithout exhibits, but it is generally agreed an exhibit hall u'ith the quality of clisplays u'hich mar.rufacturers pror.ide today aclds a great lift an<l sparkle to the rvhole convention picture.

But more important here is the fact that the display and the representative of the m:tnufacturer are there to provide serl'ice t<t the lumberman. He is there to make sales, of course, and often clcies. But just as important, he is there to ansu'er cluestions and help <lrrt rvitl.r lrroblems u,hich may har.e developed in regard to l-ris product. lle can suggest u'ays ancl rlreans for merchzrndising his product, and perhaps nerv uses in the building field n,l-rich can expand the product's market u'ith the lumlterman.

WHAT SORT OF QUESTTONS SHOULD YOU ASK AN EXHIBITOR?

Here you have your man trapped ! Pin him dou,n on service and delivery promises not kept, on product malfunction. Suggest more (or less) frequent.calli on his place of business. Invite a sales pitch : make him shovn' vou ivhv his product is better. Ask him how to better merihandise the

to Crow Abouf'

product through 1.our store, and for any availal>le aids with u'hicl-r to accomplish better sales.

lJe charitable to the exhibitors. They have gone to considerable effort and expense to come to the convention, set up and assign men to help you. I-et them make their pitcl.r . . you might be interested. It pa1's to attend a convention rvith an open mind.

WHAT ABOUT EXHIBITOR LITERATURE?

Load up ! On your cluick tour around the booths, gather uD anv ancl a1l material offered if it has the least bit of an application to yriur problems. ()n the specific tour (if you make it l:rter, rather than earlier than the "quickie"). vou u'i1l l-rave a chance to concentrate on those firnrs' booths u'hich provided the materials most interesting to you.

By all means, judge each piece of material prior to discarding it. Some you har.en't seen before, some you have. Reconsider the familiar, and give er.er.v consideration to tl're neu' material. Nfodern promotional methods are open to sAltTA il(IlllcA

HALEY BR(IS.

P.O. Box 385

Monufocturers

Srock ond Detoil Flush Doors