We Are Offering

To the Dealer at Wholesale Prices

Lath

Shingles

Red Fir Uppers

Moldings

Sash Ec Doors Trim Panels

V/allboard rDTe specialize in supplying out of town yards, and can give ovetnight delivery. r"RH@@AN@@. ffi'LUMBER Hffi-6€oR-3 oFFICE, MILL, YARD AND DOCKS

Our new electric crane facilitates and speeds delivery. S7e can deliver with our trucks, or dealers may pick up with own equipment.

2nd & Alice Str. OAKLAND Glencourt 68d1

Natural Charm

The unlimited range of width of Redwood, the delicately textured grain and the natural beauty giver your interiot that charm and individudity that cannot be initated by any other material.

The accompanying picture is a recent Redwood panel installatioril.

The Executive Chairman of the California Agociation of Architects ray38 rtThere io notfiing more beautiful in this world than 6ne wood. wor&-beautiful wainroatingc, paneled walls and paneled ceilingr showing the natural grain of the wood, matched and put together; in other wor& architectural woodwork."

Pre-Fabricated Products

(Continued from Page 28) proper grade, scientifically engineered and pr'oduced under perfectly controlled and standardized factory fabrication. Priced at an economic level ; consistent with the service it is to render, the Palco Redwood product permits a convincing sales presentation to the rural customer. At last he can buy service through the medium of an identified finished product backed by a responsible organization.

The initial product of this group of Palio Redwood Farm structures is the pre-fabricated, sectionalized septic tank that has recently been placed on the market. A product that has a universal sales outlet throughout all rural and semi-rural sections of the country.

Redwood lumber of the proper grade and thickness has had many years of successful use as a raw material for septic tank construction-its "everlasting" .life underground makes it the ideal wood for this purpose. But a successful septic tank must have proper design and construction as well if the merit of this perfect raw material is to be realized,.

The Palco Redwood tank has this engineered design and construction built into it. It is literally a "fool proof" product. When properly installed, it eliminates all the guesswork of servage disposal from the consumer's mind. It is built to work under the duty it is called upon to perform and it creates the assurance and confidence that allvays accompanies an accepted identified finished product.

Manufactured from specially selected Redwood lumber at its source, Irrigation Grade and Better is used in its construction, immediately assuring the consumer the best for this use that the tree produces. Designed for the convenience of portability in sectionalized form, its tongue and groove constructed panels are interlocking and in the main interchangeable, which when assembled results in a rigid structure that will withstand any overburden that it might be subjett'bd to. Literally the type of product that answers every question the retail lumberman will have to answer with his prospective customer.

The sales policy under which Palco Redwood prefabricated products are to be distributed provides for an established wholesale and retail price structure that the manufacturer must maintain to assure a proper merchandising control. These products are identified and the promotion of consumers' acceptance for them is a joint responsibility of manufacturer and dealer. They must be priced at an economic level consistent with the service they are called on to render and their merit and value must be maintained in both quality and stabilized price level to command the confidence of the consumer and his repeating patronage to the dealer.

In presenting these products to his trade the dealer will have the cooperative sales promotional assistance of the manufacturer with both a direct and indirect sales message. Wherever possible the psychological power of selling through physical visualization will be utilized in the form of miniature or model presentation at the dealer's counter and in the field.

The initial step in this direction is the miniature tank that Palco Redwood dealers are being supplied with as a convenient means to capitalize ori their sales contacts with a very practical demonstration of the ease of assembly in installing this efficient sectionalized product.

We are quite often accused in the lumber industry of lacking in salesmanship-that the industry would be in a much healthier position if manufacturers and dealers were better salesmen. To a degree that may be true, but it is likewise true that there are many limitations in selling a raw material. Someone has said in that connection that we "take orders for raw material, but we sell a product."

Successful selling requires a knowledge ofa product and the development of a sales message that portrays its merits. It is perfectly obvious that when the retail lum- berman is equipped with a group of agricultural products that are scientifically engineered and manufactured, from a proper grade of Redwood lumber, merchandised under product identification that commands consumer acceptance and confidence, his position as a retail merchant is greatly strengthened in rendering a service to his rural trade.

The service so rendered immediately becomes the service to b,e expected from the identified product for which the rnanufacturer must take full responsibility. The organization behind that responsibility, plus the identification that is given to the merchandise it produces, supplies that vitally important factgr of good will that is so valuable to a merchant in the position he occupies in the movement of identified merchandise from factory to a satisfied consumer.

If pre-fabrication in the lumber industry is conducted on a sound engineered basis, and backed up by modern merchandising methods, it can make an important contribution to lumber retailing, and add its bit to the reinstatement of consumer confidence for lumber-a confidence against which substitute materials have made serious inroads.