Architect Tells trlillwork Convention to Send Specifier Who Knows His Business When 'Selling' the Architect

Robert l{oe, Jr., of the Hoe Corporation, Poughkeepsie, N. Y., was elected president of the Architectural Woodr,r'ork Institute as thit group concluded its recent convention in Chicago. AWI is an association of millwork manufacturers and their suppliers. Membership exceeds 500 and is drawn from the U. S., Canada and Australia.

Other officers elected include: Vice-presidents-Robert H. Koll, Chicago; Ralph W. Harrison, Nashville, Tenn., and Frank Delany, Dubuqu-e, Iowa. John Erickson, Clay Center, Kansas, rvas elected treasurer, and |ohn l-. Rose continues as executive secretary. Elmer W. Root, Appleton, Wis., becomes chairman of the board.

Intelligently planned personal contact, performed by- a "skilled sales technician," was recommended to millwork manufacturers as the best method of reaching and selling the architect. D. Kenneth Sargent told members of the Architectural Woodwork Institute at its 7th annual convention that a proper understanding of the architect's function and operation in both large and small firms u'ould rule out much ill-considered direct mail advertising and the use of untrained sales personnel in calling.

Chqler A. Rinehimer

{ leftl ild Perry Acufi. Western lmber Co. of 5on Diego, q! preiident ot the Woodwork Inttitute of Collfornio, thown ql the orgoizolionql meelingof lhe Nqtieol Wood Prmotion Cffiitie€ in Polm Springr thir februcy

NIr. Sargent, who is Dean of the School of Architectrrre of Syracuse university, urged themillwork men to continue their attention and educational efforts to students in schools of architecture, and to give forth with tl-re facts to the architect on sub-contract figures.

"The architect frequently questions the ability of the mill to produce the finish trim and cabinet work he needs. He must approve the award of the subcontract. Perhaps he does not know you or your mill's capacity. A visit from you before this time would be to your advantage.

"First of all, send a person trained and well versed in materials available, pricing, costs and production methocls. He must be a technician as well as a salesman. lIe must know about other substitutes to indicate the advantage of wood. He must know detail and production methods. He should be able to demonstrate how wood is better suited than some ofits modern substitutes. It may be well that he knows fire codes and insurance regulations and how wood can meet these requirements.

"FIe must have an understanding of how wood might be detailed to meet the requirements of the designer and how it might breathe beauty and warmth into surroundings that other materials might failto do.

"There is no substitute for such contacts to improve the use of your materials. If the representative does not have sufficient knowledge to discuss wood trim as I have indicated, such efforts might better be omitted, for in such a case the architect will proceed as he originally plarrrred or might reduce the use of wood trim. An ordinary salesman will merit little considsl2flsn-6nly the skilled sales technician can promote your business with the profession."

John J. McCarthy, assistant to the administrator, Small Business Administration, Washington, D. C., spoke to the convention at the Hotel LaSalle.

McCarthy paid tribute to the millwork group as an example of business enterprise. The AWI was started six years ago in Chicago by 63 special millwork manufacturers, most of them being small businesses. The organizer (and now president emeritus) was Charles A. Rinehimer, Elgin, I11., manufacturer.