New networks and trainin$ help reposition wholesalers

A wELL-KNowN sAYrNc that .{a.became popular during the recenl recession is that "A crisis is a terrible thing to waste." What that economist meant, among other things, was that during a time of uncertainty and change, companies have the opportunity and leeway to reposition in a way they wouldn't during good times.

Over the last two years, markets have shrunk or disappeared, production has decreased, and the industry has consolidated. The companies that have made it through are in a unique position to redefine themselves through better networks, workforce development, and crucial industry information. Companies can take advantage of the many programs offered by the North American Wholesale Lumber Association to assist them.

Expanded Networks

Companies have joined NAWLA for decades for the networking opportunities membership provides. These opportunities exist on a national and regional level, for both networking and education.

The NAWLA Traders Market was started in 1996 with the primary purpose of connecting the producer to the wholesale distributor. In those l5 years, the show has grown to average over the last few years 570 wholesale buyer attendees, 5 10 manufacturing representatives, and 260 exhibiting companies. With a program geared towards creating network events, it is known as a work-focused tradeshow.

"Traders Market is a unique tradeshow because it focuses almost entirely on the sale and distribution of lumber products. Because the exhibitors are primarily manufacturers and the attendees are orimarilv wholesale buyers, Traders Market provides a very business focused atmosphere," says Gary Vitale, president of NAWLA. "As companies continue to reposition themselves and search for new customers during the economic recovery, no other venue can provide this affordability and value."

While some companies need to constantly address their national networks to thrive, some only need to focus on regional networks to expand their customer base. Lumber wholesalers whose procurement and distribution networks are located near to their business have the chance to be more active in regional meetings conducted by NAWLA.

Each NAWLA regional meeting is customized for that area. Some are morning seminars with an industry expert speaking on a timely topic while others are evening receptions with panel discussions. With attendance ranging from 40 to 120, they can be a productive and manageable networking and educational tool.

Workforce Trainin$

Almost every company has had to cut back on its workforce lately. With employees being asked to perform more duties while also being more productive, companies have looked at developing the workforce they have. They also have to ensure that any new hires learn the ropes in less time than previously.

The Wood Basics Course provides a comprehensive overview of the forest products industry. covering everything from seed to tree and from production to sales. Companies looking to train their employees and invest in their future have the option of sending

The NAWLA Traders Market is the premier tradeshow devoted to the sale and distribution of lumber and related products, both softwoods and hardwoods.

The Traders Market Advantage: Exceptional Value and Affordability

. Unlimited Networking Opportunities

. Excellent Access to the Entire Supply Chain

New this year: New Product Showcase

. Enhanced global programming

. Keynote Speaker Jim "The Rookie"Morris Sales Training by David Kahle

Complete information and registration availa ble at www.nawlatradersma rket.com

800-527 -8258 i nfo@nawla.org new or veteran employees to the course.

Since 1981, almost 1,500 people have atrended. For many in the industry, the class establishes their initial industry networks. "These new friendships have the potential to benefit our company far into the future", says Mark Kasper, president and c.e.o. of Amerhart Ltd., Green Bay, Wi. "It shows our staff that we are making a real commitment to their education and advancement in their careers."

The next Wood Basics Course will be held Sept. 13-16 in Corvallis, Or. In addition, NAWLA is considering holding a course in the Southeast in spring 201l.

As the economy continues to recover, the ability to make the sale will become increasingly important. Companies will specifically need to train their sales force to differentiate itself from its competitors. Here again, NAWLA provides a special sales training class during the 2010 Traders Market.

David Kahle, of the DaCo Corp., will present his Top Gun Survival School during Traders Market. Companies have the chance to send their mid-level professionals to learn how to prioritize markets, create new customers, and make the close.

With so many companies cutting travel budgets, however, some are looking for online training. Technology now allows workforce training to be delivered directly to the office. NAWLA has hosted more than 40 webinars since the first in 2004.

Webinars enable companies to invest in their workforce with little commitment. Multiple employees can attend without leaving the facility. Usually lasting a little over an hour, they cover topics ranging from chain of custody certification to marketing green products. NAWLA will host a webinar on Sept. 16 on credit management presented by credit managers from various wood products companies.

Companies today must work harder to make sure they have a competitive edge over other businesses. The industry and the market have changed dramatically since the recession begun and possibly no other industry has been more affected. Companies looking for the advantage of more networks, a better trained workforce, and timely information should consider the various benefits of NAWLA's programs.

- More detailed information on the services and programs offered by the North American Wholesale Lumber Association, including membership possibilities, can be found at www.nawla.org.