The Retail Deder rT on Tne Firing

T oday' s buililing materials soldi.er is furnished. with an arsenal of ueapons to help him cash-in on the home-remodeling b oom. Here an ind,ustry expert tells hou the manutacturer can back up the dealer.

TODAY'S LUMBER DEALER is the r man on the firing line-the key link between the manufacturer and customer.

Just as modern armies provide the soldier on the battlefront with better equipment and overall support than ever before, major manufacturers also give the dealer more and better materials with which to sell both the customer and contractor.

Remodeling business should reach new volume and profit heights in 1964 if dealers concentrate on building this phase of their business* by developing a thorough knowledge of brand name products and merchandising them efiectively to all publicsr wide range of point-of-purchase materials, profes-sional decorating booklets, various installation materials, and sales representatives who will help provide demonstration help during special promotions.

High quality products with good margins beme6t both the dealer 4nd cuslop1sr. The best products often actually cost less to install, and the additional product cost can be a small item compared with the total cost of a job, while insuring customer satisfaction and giving the deaLr a good profit.

Therefore, if a dealer is to become a key factor in the local home improvement market, he and his salesmen must have a good workins knowledge of l,rand name products. With this background, the dealer can function as an "idea center" for the customer, a very important phase of selling and modernization projects.

Manufacturers help condition the eustomer to a brand name project, of course, through intensive advertising publicity and promotion. A commander would not send a group of men into battle without first softening up the opposition with artillery fire. So the manufacturer pre-sells the consumer through promotional activities in all media--newspapers, magazines, radio and TV.

Any well-planned campaign-military or sales-must be stimulated periodically to produce maximum results. This can be done through newspaper advertising, a special sale, new display, or promotional gimmick. Many dealers are using our ad mats to reinforce the impression made by national media. The end result of all promotion activity, however, is to establish the dealer as the home improvement headquarters for the community.

All of Marlite's advertising and publicity activity, too, is geared to pre-sell prospects for the local dealer, but the sales battle for the home improvement market is won or lost by the local dealer. There are many things that can be done by the manufacturer and wholesaler, but the ultimate sales must be made by the dealer in most cases.

Displays can be one of the most effective promotions for a dealer. The local utility company, or appliance. manufacturers, may sponsor a cooking school if the dealer has an attractive kitchen display. Such a display also will attract high school classes and women's clubs, rvhere good contacts can be made for home improvement business.

By R. A. HUFF Home lmprovements Director Morsh Woll Proc.lucts

For instance, we have used NBC's popular Today program to reach millions of potential Marlite customers. People plan. ning a home improvement could see for themselves how ceiling block goes right up over an old ceiling, or how a Marlite Mural would be a decorative accent in the bathroom.

After the pre-selling, however, it is important to follow up with activity on the local level. That's where the dealer comes in, of course, and today the aggressive dealer has an impressive arsenal of o'weapons." His versatility has increased as much as the foot soldier's from World War I to today. The dealer's fireporver includes a

Since most homeowners start by improving either a kitchen or bbthroom, many dealers also build a bathroom display. This makes an bfiective showcase for new products. Many dealerso for example. are spotlighting the new Marlite Murals in a small tub-shower recess. Today's homeowner is willing to spend the ertra dollar for quality products if he knows that they rqill provide years of service without costly redecorating.

To sell major home improvements, the dealer must be able to assist the prospect with ideas, as well as information on new products. Manv large dealers have a design service for customers, but any dealer with a good background can suggest practical ideas that will save the customer time and money. There are many courses in modernization planning and selling available to the interested dealer.

Service, therefore, is a major consideration for every dealer. This extends from

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