Letts get engaged

lf [rNv sELLERS are "talking" to IVlcustomers without any real connection. Customers treat these sellers like a number-it's easy to say no to them. They may "pick us off' every now and then when we are stupid-cheap, but they won't buy from us consistently.

The opposite is also true. When we engage our customers, we become a business partner with them. We sell them as partners, not as adversaries. The irony is that engagement takes our relationships makes selling more profitable.

beyond dollars, yet

Do Not Throw Up on the Gustomer

"Good morning, John. This is Peter from Please Buy Lumber. I've got a Templar Purple stud that ships in two weeks and gets into you at $450/MBF. What d'ya thinkT"

This is not a sales call or even a sales intro. This is "Throwing up." We have given the customer all the information. There is no art or intrigue. It is not interesting and thus will not create interest (or engagement). This kind of introduction creates a ton of "I'll let you know(s)."

Instead, "Good morning, John. This is Peter from Your Partner Lumber. We just bought a block of Templar Purples. We bought based on market strength and supply shortage. We sold two instantly to a market-sawy buyer. How many of these can you use? "

When we make a great verbal introduction, without giving the price, we force the customer to engage with us. If there is any interest at all (and there will be-humans are naturally curious) they will engage by saying, "What's the price?"

Further Engagements

To engage the customer, we must show that we care. How do we show we care?

Talk to the Customer About What They Want to Talk About. Too many sellers spend the day talking about what is on their mind. They blather head-long into conversations that are not the slightest bit interesting to the customer and in some cases offensivel Others just talk about the deal without adding the human touch. If it's only about the deal, the customer will feel it and will buy from another seller who engages them as a human.

Let the Customer Like You. Some sellers are embarrassed by "niceness" or any opening up from customers.

We need to relax and respond to customers when they reach out. When a buyer tries to be nice to us. we appreciate and acknowledge it. We don't have to say, "Thanks for being nice," we just respond in kind.

Persistent & Consistent. One of the best ways to engage is to be consistent in our communication. We call. email. text in a persistent and consistent way. If we (try to) engage the customer in an inconsistent way, we will have inconsistent results. Many sellers call, few call more than twice, fewer call at the same time, on the same day-all the time. Persistent and consistent shows that we care and that we can be counted on.

Quality, Creative & Consistent Offerings. Our offerings are a reflection of who we are. Many sellers send emails with basic information. They slop the offering out in a couple seconds and it looks like and feels like it. There is no consistency, so there is no engagement. Our offerings must look good and we must send them on a regular, systematic basis, like advertising, or we are just "pitching product" and will get treated like "product pitchers" instead of engaged partners.

Engage the Whole Account. We will need allies within any account to sell, grow and hang on to them. They do talk about salespeople when we leave (or hang up). Many sellers treat the non-buyers like furniture. They aren't rude; they just don't engage with them. They are perfunctory in their communication, to their own detriment. Many sellers barely turn on the lights, much less "turn up the lights for their customers. If we act as if we are only here for the order, we will get treated poorly. Smile, slow \. down, be at your most charming best, and ask the receptionist, the yard man, and the buyer, "How are you today?" and mean it. Engagement takes work. Humans are great BS meters, so be sincere.

James Olsen Reality Sales Training (503\ 544-3572 james @realitysalestraining.com

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For sales call: 1-800-331-0831 www. s wan s on group inc. c orn

Beebe's Ace Hardware & Building Supply, Amarillo, Tx., is closing this fall after 88 years, with the retirement of owner Parker Beebe, 79. The liquidation sale should run into September.

Ridgefield Supply, Ridgefield, Ct., is renovating its 4.5-acre lumberyard and has purchased an adjacent lot for storage and future expansion.

RP Lumber is holding a grand opening this month for its new yard in Ottawa, ll.

Nilson's Hardware & Renhit Center, Swanvilte, Mn., has been placed up for sale.

Builders FirstSource, Dallas, Tx., has acquired Slone Lumber Co., Houston, Tx.

Former owner Gregg Slone will stay on as general mgr.

Professional Builders Supply, Morrisville, N.C., has acquired Benchmark Supply, Ctr-arlotte, N.C.

Lee's Ace Hardware, Van Wert, Oh., added a lumberyard, to fill the void created by last yea/s closure of the local Carter Lumber.

Midway Building Supply, Alpharetta, Ga., had a metal warehouse damaged June 23 by shong winds.

Lumber Depot, New York Mills, Mn., is building an additional warehouse.

Lee Builder Mart, Sanford, N.C., closed June 28 after 59 years.

Stock Building Supply opened in Troutman, N.C.

Elston Ace Hardw?to, McKinley Park (Chicago), tt., closed July 31 after 25 years, following the June 5 death of longtime owner Richard Donchin.

Aubuchon Hardware closed its 10-year-old store in Raymond, Me., June 16 after losing its lease.

Ace Hardware opened July 1 at at the former site of Sears Hardware. Hilliard. Oh.

Rick's Ace Hardware is opening a new 14,000-sq. ft. store early next month in Ellisville, Mo.-its fifth.

Hansen Hardware, Forest City, la., has closed after 1 10 years.

Henslee True Value Hardware, Cooper, Tx., has closed after 127 years.

American Hardware, Mount Hope, W.V., closing Aug. 1 after 65 years, after owner Bob Dorado sold the property.

Lowe's will open a 140,000-sq. ft. customer service center in Indianapolis, In,, by 2016.

A suspicious fire July 9 at Lowe's Lexington, Ky., store damaged a lumber rack and its contents.

Shakeup Among Minnesota Yards

Several longtime Minnesota lumber companies have bid farewell, and a few new ones have popped up in their place.

Bob's Building Center has opened in the former ProBuild yard in Worthington, Mn. The new business will not mix paints, but otherwise will carry a similar range of products, including a wider selection of lumber.

In addition, Bittler's Building Supply, Springfield, Mn., has closed after 96 years, following a "retirement auction." Owner David Bittler, grandson of the founder, will continue working part-time, in the contracting business.

As well, Hilltop Lumber has gained a fifth location with its acquisition of Ottertail Home Center, Ottertail, Mn. Former owner Duane Monson will stay on until the end of the year to ease with the transition.

Boise Cascade Adding KC DC

Boise Cascade will open a new distribution center in Lee's Summit. Mo.. to serve customers within a 150-mile radius of Kansas City.

Slated to be fully operational by late third quarter, the l0-acre, Union Pacific rail-served site features a 25,000-sq. ft. warehouse and 2,000-sq. ft. office building.

"We are excited to be increasing our market presence by offering a wider range of products and enhanced service capability in the local market," said manager Jon Strickler. "We believe the Kansas City metro market and surrounding areas offer opportunity for growth as the housing market continues to improve and repair, and remodel activity increases."

"Boise Cascade has served the Kansas City market on a limited basis for several years, and we are pleased to strengthen our service and product offering with an in-market location," added building materials distribution executive v.p. Nick Stokes. "We look forward to expanding our business with lumber and building material dealers, home centers, and specialty dealers."

Fire Destroys Indiana Treating Plant

Culpeper Wood Preservers' wood treating facility in Shelbyville, In., was heavily damaged by an early-morning fire June 27. No employees were onsite and no firefighters were injured.

The facility will be rebuilt, but in the meantime all other operations continue. "It is business as usual, except at the treating facility," said employee Collin Miller. "We got word from corporate to keep going."

The cause of the blaze is being investigated, but the building is a total loss.

Lumberyard's Former CFO Indicted

The former chief financial officer of 195 Lumber, Killeen, Tx., has been indicted for allegedly stealing more than $200900.

Hubert Norman Kott, who had worked for the company for more than 20 years, was arrested and held on a $l million bond. Owner Jimmy Parker notified police after a new bookkeeper made him aware of account discrepancies.

According to the arrest warrant, Kott adjusted daily cash receipts and accounts books to hide his thefts. He also tried to have a software company that holds account files for the lumber company destroy all computer records from 2005 through 2010, but was refused.

By Bethany West, Business Manager, Capital Lumber, and Director, North American Wholesale Lumber Association