Annual LMANC Convention 'Super-Sales Clinic' Aimed to Rout Dealer Letharyy

From the moment that LMA President Charles Shepard, who was later re-elected president for a second term of office, delivered his welcome address following the Kickoff luncheon at Dinah's Shack on April 23, it was evident that the 16th annual Lumber Merchants Association of Northern California convention was going down in association history as a real "no holds barred," "super-sales clinic"-with dealer lethargy its f I target.

It would be difficult to single out any one speaker Rickey's Studio Inn in Palo Alto, because they were all leaders in their fields.

The success of the hard-hitting convention program was a real tribute to the extensive planning and rvork on the part of LMA Executive Vice-president Jack Pomeroy, and Pomeroy's trvo "good right hands," Don Wilson and Claire Zimmerman.

In addition to electing Charles Shepard to the LMA presidency for another year, the association board also reelected Hamilton Knott as vice-president, and I. E,. Horton treasurer. The nerv board of directors who r,vill pass on association aftairs for the coming year are as follows: during the three-day convention, held April 23-25 at

ttl/IANC Bqck to Yosemite Pork

For the first time since its 1954 annual, the I-umber Merchants Association of Northern California 'lvill return to Yosemitc National Park for the 1957 meeting. For the 17th annual, to be held the latter part of April dealers rvill again meet at the Ahrvahnee hotel in the Park, scene of so many successful LMA gatherings.

George Adams

Noah Adams Lbr. Co.

Walnut Grove

Lloyd Bittenbendcr

Bittenbender Lbr. Co.

Ukiah

Thornas Branson

Melrose Lbr. Co.

Oakland

Francis Christiansen

Modesto l-br. Co.

Richard Cross

Cross Lbr. Co.

Merced

Homer Derr

J. M. Derr Lbr. Co.

Elk Grove

O. B. Egland, Sr.

Egland Lbr. Co.

Bakersfield

J. O. Handley

Carmcl Ruilders Supply

Homer M. Hayward

Horner T. Haywarcl Lbr. Co

Salinas

Frank Heard

Motroni Lbr. Co.

Woodland

I. E. Horton

So. City Lbr. & Supply

So. San Francisco

I-Ienry Hulett

North Bay Lbr. Co.

Corte Madera

Torn Jacobson, Sr.

Sun Valley- I-br. Co.

Lafayette

Earle Johnson

Watsonville Lbr. Co.

J. H. Kirk

Kirk Lbr. & tsldg. Mt1s, Santa Malia

Hamilton Knott

Yoser.r.rite Lbr. Co.

Fresno

Les Ley Santa Cruz Lbr. Co.

Co.

Ray Noble

Visalia Lbr. Co.

Walter Peterson

Bakersfield Bldg. Matls. Co.

Arthur G. Post

Delano tsldg. Mtls., Inc.

Elmer Rau

Madera Lbr. & Hardware

Wendell Robie

Auburn Lbr. Co.

Charles Shepard Friend & Terry Lbr. Co.

Sacramento

J. C. Snead

C.S.Pierce Lbr. Co.

Fresno

Al Smith Farmers Lbr. Co. Corcoran

Russ Stevens A. F. Stevens Lbr. Co, Healdsburg

Dave Wight

O'Neill Lbr. Co. San Carlos

Vincent Wilson Central Lbr. Co. Stockton

Steve Yaeger

Yaeger & Kirk Santa Rosa

CONVENTION CAPERS wero cut copiously by the conviviol charoclers dt iop of poge, lMA Presidenr Chorlie Shepord geis in some hot licks on "Dorklown Strutters Boll" (top left) ossisred by Mock "Speed Mosferson" Giles. A wee bit o' Scotlond (rop right) compliments of Bovord "Angus" Shibley. Sieve Yoeger (lower left) prepores for q circus number on the French horn, while Mock Giles (center) reoches for q high one with on qssisl from We3t of "Wesl ond Mozo." At lhe righr they're reolly rendering it ensemble for a grond finole.

ACROSS THE PAGE, rop left, Snork of the Universe

Dovo Dqvis (lefr) is coughr by lhe comero with Mrs. Roy Noble, wife of the Visqlio deoler, ond the tMA presidenl. Chcs. Shepord. Iop righrond lower left scenes rhow port of fhe convenlion crowd dl luncheon ond cocktoils. respectively. The merrymoker3 ot the lower righl ore George Ground, Modesto deoler. in ihe foreground, ond Arlie Choilar. left reor, with some of rhe lody guests.

1MANC OFFICERS or rhe right ore Homilton Knott, Chorles Shepord ond, for righr, l. E. Horfon-qll reelected to their oftces. Second from the right is Russ Slevcns, o post president, who wos oppointed deoler dclcaorc ro NRIDA.

MONDAYAPRIL 23

I'resident Charles Shepard presided over the Kickofi luncheon and introduced Dr. Chester Hamblin, who delivered a most apt invocation. Mr. Shepard then introduced the feature speaker for the afternoon, Robert L. Ringer of Los Angeles. It rvas soon apparent to the 200 people attending the luncheon that they were in for a real treat.

Ringer, who has been responsible for successfully promoting the little German Volkswagen in this country, began by a not-too-favorable comparison of the building materials industry with that of the automobile industry. He pointed out that the aggressive automotive industry has grabbed a lion's share of the consumer mirrket, rvhile home remodernization projects 1ag far ltehind the actual potential due to a general lack of aggressiveness on the part of the lumber and building materials industry.

"The customer does not buy what he can afford; he buys what he wants," Ringer exclaimed. "Show the customer that he needs your product and give him answers, not excuses to his objections. Always remember the golden rule of selling: The customer buys what he wants, not what he can afford.

"Don't forget the l omen in your promotions," Ringer noted, "because she is the one that has the big say in any home remr-rdernization or do-it-yottrself project. Show her how to get that extra bedrcrom she'd like and you'll get the job, believe me."

Ringer rvent on to illustrate his point rvith an anecdote about his recent purchase of some paint. Seems he tvaiketl into a I-os Angeles paint store for a can of paint ar.rd the clerk busily counting paint cans ancl taking inventory. Afternhat seemed to ltinger like a half-hour's wait, the clerk came tri the encl of a long rclrv of cans, scribbled dorvn a total figure and finally came d()\\:n off his ladder.

"Sorry to keep you waiting. Taking inventory you know," the clerk said. By this time Super-Salesman Ringer was beside himself. "Look boy," Ringer spit, "you wouldn't have to count those paint cans if you'd get down on the floor here AND SELL 'EM."

"In other \\:()rcls, dealers," Ringer \\rent on, "don't spencl so nrnch tinre keeping track of your lumber-get otrt therc arrd sell it !"

In concluding, Ringer told about an evarrgclist he once met in Chicago that in his opinion clualifies as the greatest salesman he has ever encountered. "This evangelist,"

(Continued on l)age 26)