BONNINGTON LI]DIBDB OO.

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22 Regionol lumber Associotions to

Show "Mr. Deoler, Look in fhe Mirror,,

The lumber dealers who took a "look in the mirror', at the recent National Retail Lumber Dealers Association Expos,ition in Cleveland, are now coming back for a second glance, and bringing their friends and associates. According to -Patrick Gannon, building products marketing manag'er of Look Magazine, 22 regional lumber deale*r associations-or two-thirds of the toial number of associations in the country-have scheduled dates for local showings of the program, "Mr. Dealer, Look in the Mirror,,' which played dg.llg the Exposition to a standing-room- only audience of 500 at the breakfast clinic co-sp6nsorecl by Look and the Middle Atlantic Lumber Dealeri Association.

The program, brain-chitd of Miss Carolyn B. Nettleton. part owner and rnanager of C. B. Nettleion, Iuc., dealer in lumber and building materials of Covington, Va., and of {1 .Stephan, vice-president of Peter Lumber Companies, P.hiladelph.ia,_was designed and implemented by th; Middle Atlantic Lumbermen's Association under the guidance 9f !ob_ J9ue9, executjve vice-president, and prod*ucecl by Look. It has been hailed by the industry as the first major breakthrough in helping improve coniumer service ancl consumer relations.

Illustrated with carton color slicles, ihe recorded program is based on results of a "secret shopper" srrrvey condiicted by..Look. _In makilg.tl"re survey, tiained women shoppers called on lumber dealers seeking information, help ancl advice on all kincls of hon-re building and remodeling prob- lems. The results have been describecl as ',startlingt; sometimes shocking" in their revelation of the deploraile state of customer relations and their effect on sales volume at the retail level.

The fact that the program was a "smash-hit" at the NRLDA -Exposition, ancl that such a high percentage of regional dealer associations are making sure their members are exposed to its message. indicates -ihat it is "just what the doctor ordered" for the industry.

In acldition to the original program shown in Cleveland, "Mr. Dealer, Look in the Mirror" has now been expanded to include an important message to retailers from- H. R. Northup, executive vice-president of NRLDA, and several soundly c_onceived clealer training films sponsorecl by six top manufacturers of home building proclucts.

Among _the dealer associations which booked showings at regional meetings during January, February, March aid April are Arizona.Retail Lumber & Bldrs. Supply Assn., Inc., Phoenix, Arizona; Intermountain Lumb&-Dealers Association, Salt Lake City, Utal-r; Montana Retail l-umbermen's Assn., Helena, Montana, and Western Retail Lumbermen's Association, Seattle, Washington.

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