Sales Building Literature Gains Wide Distribution

A wide-spread dealer demand for sales building literature prepared by Southern Oak Flooring Industries and distribu,ted free and in quantities, is reported by Ralph E. Hill, secretary-manager of the SOFI group, composed of Arkansas Oak Flooring Company, E. L. Bruce Company, Crossett Lumber Company, Dierks Lumber & Coal Company, Fordyce Lumber Company, Long-Bell Lumber Sales Corporation, Mem,phis Hardwood Flooring Company, Nashville Hardwood Flooring Company, Perfection Oak Flooring Company, and Southern Pine Lumber Company.

Mr. Hill attributes this demand to an awakening of home-building and particularly home-im nome-Durlcllng partrcularly home-tmprovement lnterest, to a determined effort on the part of lumber dealers to further stimulate this interest, and to the nature of the SOFI literature.

"SOFI sales buildings consist of six pieces of timely, interesting and informative literature", he explained, "and dealing with all practical uses of oak flooring, enable a dealer to reach every class of oak flooring prospects in his communitv."

Mr. Hiti said that the ptan most dealers are following is to use the SOFI literature in connection with direct-to-thepoint sales letters emphasizing the fact that modern, enduring hardwood floors of oak can be had now at prices lower than at any time since theWorld War; and, by actual figures, showing that an oak floor can be laid right over an old floor, and waxed and polished, for less than the cost of a good domestic rug. These letters .are followed up systematically by personal contact.

"There are many home owners in almost every commu- nity," Mr. Hill said, "who will spend so-e*on6y for oak floors when the facts have been properly presented. SOFI li'terature brings out the advantages and economy of oak floors in an interesting and ,convincing manner, making it easier for the dealer to establish personal ,contact and get the order.

"By this plan, dealers not only are uncovering profitable flooring business in old homes, but also, it frequently follows that once a home owner has become interested to the extent of 'doing over' a room or two with oak floors, it is a comparatively easy matter forthe dealer to sell him a complete remodeling job.

"Furthermore, entirely new outlets for oak flooring are being developed, because SOFI literature and the dealers are Jhowing the people that oak floors not only are practical for homes, but also for industrial plants and factories, warehouses, hospitals, office and institutional buildings, stores, over concrete floors and other places where oak flooring has not been used heretofore.

"HOW

To Lay And Finish Oak

FLOORS is a new 40-page, pocket-size work manual of last-minute instructions ind ipecifications and. so far as we know, is the only one of its klnd that has been published It tells, in an interesting and understandable way, everything a dealer's customer should know about oak flooring from the construction of the sub-floors to the laying, finishing and maintaining of the oak floors. Dealers should place a" copy of this manual before every architect, ,contractor, realtor build' er, floor layer, home owner, building manager, plant superintendent and interior decorator on his mailing list.

"NEW SOFI GRADING RULES are published in a 6page folder,'carefully explaining this SOFI feature which has brought about one of the greatest improvements in oak flooring in the history of the industry. The folder alSo contains other valuable information about bundling, lineal measurements, standard sizes, how to compute the flooring needed for a given floor area, and the rules governing procedure in re-inspection.

"Every dealer should have a good supply of each of the three following folders for enclosing with sales letters, monthly statements, quotations, and for general distribution: "Smile-Away Hours", "Guests for Dinner, Mary", and "The Loveliest Oak Floors of All". The titles and illustrations are quick to interest all home lovers, and the text matter is equally appealing.

"The sixth piece in the SOFI series of sales building literature is a beautiful, silver and brown book, "SOFI Floors for Home Beauty". It is profusely illustrated with views setting forth the beauty of hardwood floors of oak in all kinds of rooms and buildings. The text clearly brings out the ease and economy with which oak floors can be installed and maintained in every home, old ornew. It also devotes several ,pages to the value of oak floors in office and institutional buildings. This book will be mailed free by Southern Oak Flooring Industries to a list of prospects furnished by the lumber dealer.

"Dealers desiring SOFI oak flooring literature to help stimulate fall and winter business should send their requests to Southern Oak Flooring Industries, Boyle Building, Little Rock, Arkansas."

PURCHASES PARTNER'S INTEREST

Henry T. Alzina, of the Mission Lumber Co., Santa Cruz, has purchased the.interest of his partner, Wayne B. Gettys, in the company.

JOHN C. LrGHT VTSTTS SOUTHERN CALTFORNIA

John C. Light, Norman-Light Lumber Co., Miami, Ariz., and President of the Arizona Lumbermen's Club, was a recent Santa Barbara visitor where he spent a few weeks. Following his stay at Santa Barbara, he spent a few days in Los Angeles and before returning to Arizona planned to spend a few weeks at El Centro and San Diego.