Grrslorrrer Prepq rcrlion An Editorial

The old idea of selling retail was to put in a stock of rildins materials and. when lohn Smith decided he wanted he - building and, John to build a home, give him "a good close figure" on the bill.

There was no effort of preliminary character to prepare the prospect for the building idea or create the idea of building; nothing to sell the prospect on the lumber dealer and keep him sold to the business point.

In other words, there was a painful lack of CUSTOMER PREPARATION. So, when the customer finally dropped in for quotations, there was nothing to tie him with but a price proposition.

A customer rushed into a barber shop one day and demanded a quick shave so that he might catch a train in a hurry. Did the barber grab his razor and immediately go to shaving this fellow who was in such a rush? He did NOT. He lathered the fellow's face thoroughly and then proceeded to rub in the lather on that chin with what looked like great deliberation until the customer, watching the clock, began to get nervous. But the barber knew his business. When he go1 that beard well-lathered, he grabbed his razor and had those whiskers off in a jiffy.

He understood customer preparation. And it is just as important in the retail lumber business as it is with a barber. The retailer who overlooks the theory of working on his trade constantly is overlooking a vital bet, because preliminary preparation is the chief secret of sales success.

Preliminary preparation in the building field means to keep your trade constantly advised as to Who you are' Where you are, What you have to offer and what you mean to thern in a service way; to keep them sold on yourself in your character as a building merchant so that when the time comes for them to buy anything in your line, it will not be necessary for you to go through all the motionS of convincing them concerning yourself and your ability to help them. Convince them in advance.

THAT'S Customer Preparation. Remember-the bestlathered face is the easiest to shave.

-National Foresf Producls Week October 16-22-

Notionol Forests Fighring

Worst Fire Situqfion in Yeqrs

Secretary of Agriculture Ezra Taft Benson reports that unusually dry conditions have greatly increased the problems of control and to date have resulted in 32 major fires, each more than 1,000 acres in size. New techniques of aerial attack by helicopters and air-fire tankers are proving effective in the control operation.

In reporting on the present serious situation, Secretary Benson pointed out that major progress has been made over the past years in reducing the losses from forest fires. Since 1940, the number of forest fires nationwide has been cut by more than 5O/o and acreage burned by more than n%.

-National Foresl Products Week . . October 16-22-

Centrql Lumber Co. Opening New Bronch Yord ot Riverdole, Colif.

Central Lumber Company, of Hanford and Lemoore, opened its new third yard at Riverdale, Fresno county, on September 6, according to owner Steve Ross. The new Riverdale operation, which is located at 4520 W. Mt. Whitney, features a transit mix concrete division as well as a complete line of lumber, hardware and building materials. Yard manager will be James N. Ross, who will be assisted by Dale Smith and Ivan McClurg. Central Lumber's phone number at the Riverdale yard will be TOwnsend 7-3529, reports L. E. (Ed) Gobby.

r Quality products fron lhe world's best Mills r Dependobf e rervice from quotolion to finol delivery o Over 50 yeors experience in lhe exportimport field r Prim.e importers serving the wholesqle lumber lrode exclusively

Green & Dry Uppers

Rough & tt^illed Commons

Mouldings-loth

Quol;ty [(tl.*ood

less fho n Corlood Lots

Pcckoged Lots -- Truck-&-Trqiler Shipments

'Two-Stor' Redwood Studs

Approved by F. H. A.

"Two Star" redwood studs have been approved by the Federal Housing Administration for use in construction designed to meet that agency's Minimum Property Standards.

Neil A. Conner, director of the Architectural Standards division of FHA, advises that "the 'Two Star' grade in 2x4 inch size may be used for load bearing studs ii lieu of Construction Heart or Sap Common Dimension shown in Table 7-4 (page 57) of the MPS." Conner also says that the "Two Star" redwood stud grade will be included in the next 'r'evision of Table 7-4, and FHA has advised several of its field offices of the acceptability of the new stud grade.

This action by FHA places "Two Star" redwoodltuds on the same acceptable list as No. 2 Common Cypress, Standard Douglas- fir, No. 2 Southern Yellow Pine, and certain other stud grades.

- G1a{i1S1ules.for redwood studs were announced in May by Ralph Talvola, chisf inspector for the Redwood Inspeition. Service. In addition to the stud grades, standard redwood 2x4s continue to be graded in Clear All Heart, A-Grade, Select Heart, Construction }Ieart, Sap Common, and Merchantable. These are the redwood stud erade marks used_by the Redwood Inspection Service, certif"ying agency for the redwood industry.

The "Two Star" mark, top, indicates a grade recently ap- proved by FHA for load-bearing studs. -One Star" siudi, indic-ated by the other grade mark shown, frdy be used in non-bearing walls, for blocking, and for cripples. RIS is the registered trademark of the Redwood Inspection Serv1Ce,

L. A. Approves Redwood Stud Grades

On April 21,7960, the Board of Buildine and Safety Commissi-one-rs, Cit2. oJ Los Angeles, approv:ed the reqlest of the California Redwood Association for two new r-edwood stud grades. The grades will be known as "Two Star Redwood Studs" and "One Star Redwood Studs." The grading spec_ifi.cations _for these two grades and the stampi to bi used in marking then were sent with the Bulletln datecl March 22, 7960, of the Southern California Retail Lumber Assn. The two grades are equivalent to "standard" and "IJtility."

D. C. ESSTEY and SON

Dee Essley

Jerry Essley

Woyne

Wilson

Chuck Lember

Distribulion Yqrd: 7257 Eosl Telegroph Rood, Los Angeles 22 RAylnolad

3-1147

Two Star Studs may be used in locations and under conditions set forth in Section 91.2515(a) and Section 91.4814 of the Los Angeles Municipal Code.

One Star Redwood Studs shall be permitted under the conditions set forth for Two Star Redwood Studs. but onlv to the extent of l5/o in one-story buildings or the top stor! of multiple-story buildings. One Star Studs may also be used for blocking, bridging, fire stops and short cripples. In its comments. the Commission said. "At the present