BRUSH INDUSTBIAT TUMBIR COMPANY

Losr Goll for the Big Deqler Show ln Ghiccgo; Exposition to Show Bigger Profits in Reroil Yord Operotion Through Soles Aid

"You asked for it" could be the appropriate preface to the program of dealer meetings and.features coming up next week at the National Retail Lumber Dealers Association's 1958 Building Products Exposition in Chicago, November 22-25, says Exposition Program Chairman Diyo W. Johnson. Building material dealers throughout the country have shown a decided preference this year for subjects in the field of merchandising, Mr. Johnson indicated. '

"For this reason," the Program chairman said, "the NRLDA Exposition at Chicago will concentrate on a subject close to the heart of every lumber and building material dealer from coast to coastgstgs."

-"Prosperity Through Salesmanship" will be the subject of a pace-s_etting talk at the opening event of the four-day program. Scheduled f6r 1:30 p.m. Sunday, November 23, at the International Amphitheatre is an unusual and interesting session dealing with personal management in which both serious and amusing situations will 5-e dramatized in the manner of a courtroom procedure. On Monday morning the dealer will be able to select from three concurrent pro- gtams the sales subject in which he is most interested. l'Hgr.y.to Makq Buyers Out of Farmers" will feature a panel ingluding tlree building material dealers who specialize in selling the farm market.

"What's Cooking in Kitchens," will relate some of the unsuccessful as well as the successful features of kitchen merchandising operation in a metropolitan market area. The bread and butter business of home improvement and spe- cialty selling will get the "positive" treitment from a panel ot home improvement specialists.

The new-"Sales Huddle" features will be scheduled each afternoon in the merchandising area at Exposition Hall and will include questions, answers, and disiussions on sales stimulation for many product and market classifications. Th9s.e qT."ll, specialized gatherings represent literally a multi-million dollar merchandising consultation service which the Elcposition is providing t-hrough the cooperation of participating exhibitors and alre free-to everyoine who attends the Expositibn.

Designed to handle only about 50 dealers at a. time in order to give them individual attention, the Lu-Re-Co huddles will be repeated several times during each of the four days Saturday through Tuesday. A major feature of each huddle session will be the liberal exchange of questions and answers on merchandising mefhods and devices between attending dealers and participating manufacturers' sales experts.

Taking part in the merchandising discussions will be Dan Sedgwick, merchandising director for Douglas Fir Plywood Association; Dave R. Norcross, manager, product sales, of Timber Engineering Company, and Raymon H. Harrell, executive vice-president for Lumber Dealers Research Council.

Caloric is expected to cover in a short presentation what the "merchandising people at the top of this in- dustry" can do for the dealer in the way of display materiali, sales promotion materials and'other rirerchandising aids. Convinced that the lumber dealer is the most potent source for modernization and new home sales, this firm is now gearing its merchandising programs to the dealer outlet.

Hoosier Humorist Herb Shriner will headline the sparkling entertainment bill lined up for the most festive social event of the National Retail Lumber Dealers Association's four-day Building Products Exposition in Chicago this month. Sharing top honors at the Exposition's fifth anniversary Ball will be dark-eyed and beautiful Maria Neglia, Italian-born violin virtuoso with an engaging wit.

The gala evening, which will climax the Exposition's social occasions, will get under way in the handsome, crystal-chandeliered Grand Ballroom of the Conrad Hilton hotel at 7:00 p.m. on Monday, November 24. All Exposition visitorsdealers, exhibitors, wives, and guests-are invited to attend. Business suits and cocktail frocks will be as "correct" as more formal attire. Guests will enjoy a carefully chosen menu of banquet fare, following which Exposition General Chairman Phil Creden will introduce the program of music, dancing, and high good humor. Bud Dinwiddie's orchestra will provide a tuneful background of continuous music throughout dinner and swingable rhythms for late evening dancing.

Mr. Sedgwick of DFPA, with the aid of lighted colorpix illustrations, will present a housing program exclusively (Continued on Page 56)