Merchondising Methods

bers of owners or heads of business establishments, clubs, hospitals and other institutions, including schools.

delegated to his assistant or a bright secretary.

qOMETIMES A MAN CAN'T tell that 'j the grass is greener on his side of the fence because he's standing on it!

As part of the business community, the lumber and building materials dealer, for example, may 'be overlooking big'ticket sales to fellow businessmen, professional men, and associates in schools and institutions,

Familiarity with the community often can blind him to its needs; yet, isn't it good business to sell the jeweler across the street a modernization package ,before some Iive wire across town does? The alert dealer can trade on his knowledge of the community, its people and its need to build up his business. A{ter all, that's the life blood of a sound business operation.

There are many ways in which the building materials dealer can build up his sales of lumber, hardware, paneling, paint and other items to trade factors in town who need his services and materials, but they may not realize it until he makes his presence felt.

Invatuable Contacts

He can tap this important market on a hit-and-miss fashion, which is not recommended, or by a planned approach. As a member of community fraternal and social organizations, the dealer hears about building additions, new construction and modernization projects.

He may do something about these, and again, he may not. These contacts are invaluable for acquiring sales leads, but they should be acted on according to a plan.

Other leads can be obtained by seeking them. Question your contractor customers about inquiries they've had about building proj,ects. They're a wonderful source, but they have to be cultivated. One way is to help them make sales presentations by giv' ing expert information on the materials needed.

Every dealer should have a contact list of business sources in his community. They should include the names and phone num'

Many a lead has come toa dealer through an organized direct mail program to his key lists. Uncle Sam can help keep prime prospects aware of the lumber and building material dealer's services and products simply and at reasonable cost by mail.

Every fire should be followed up. Repairs are always needed, and oftentimes rebuilding or extensive modernization results. The {riendly dealer can be helpful to the distressed following a fire; he can make suggestions for restoring the building in the most economical and least worrisome way.

Community Minded

Regularweekly or dailychecks should be made of building permits involv' irtg new construction or remodeling. This is elementary, perhaps, but how many dealers do this? It s a good idea to be on good terms with the building commissioner, too, as he often has advance notice of improvements that the alert dealer can sell.

He definitely should be in touch with his community's real estate dealers and architects, too. They are, or should be, his friends, having available important in{ormation that can be turned into dollar profits. There are many ways to be friendly to these market factors: Throw them some business, work with them in organization committees, entertain them, keep in touch by telephone and mail, keep them informed of new products as they are received.

Naturally, the dealer personally can spread himself only so thin. He needs help in the business of business building. A smart secretary or assistant can take over much of the load, though the dealer must maintain his contacts and supervise the job, of course.

Assuming now that the dealer is receiv' ing leads from various sources, what shall he do about them? Following'up leads is as important as getting them. Some can be handled by the dealer personally. He may make some phone calls, but others can be

His yard salesmen, too, can be helpful. Not only can they receive leads from their customers, and report them to the front office, but they can be called on for followups. They'll need an incentive, but a growing business can afiord this expense.

As the business expands, additional secretarial help may be needed. This is a small price to pay for profitable business from often-untapped sources. A good secretary can follow up business leads by letter and telephone.

The dealer and his aids, in a busy program of winning sales from community businesses and institutions, are going to be closing sales, or trying to, every day. Sometimes overlooked as a sales-clincher is the offer of ilesign assistance. Builders frequently use this device efiectively. The dealer can do the same by having his own design department or an arrangement with a local architect or designer. There's nothing like a "visual aid" to crystallize a prospect's thinking. Drawings and renderings are great sales clinchers.

Sates Inevitabte

The sale consummated, the dealer now has the responsibility for delivering as promised. Materials must go to the job site in top condition and on time. The dealer or a representative gives product or installation information when asked for it. He takes every step required to assure customer satisfaction.

The payofi comes in a satisfied customer. Probably more sales are made through word-of-mouth advertising by a satisfied customer than any other type of promotion. Importance of having a happy, talkative customer is obvious. Give the customer a chance to express himself ; his enthusiasm will bring you additional prospects.

Get his permission to send people to see the completed job. The satisfied customer will be flattered at the attention and in most cases will co-operate fully. "Usingl' the custonler is the best source ol new business lead,s.

The dealer can also use direct mail to call attention to an addition or remodeling project for which he has supplied materials.