etitive ligence

By Carla Waldemar

D ALPH Osmando is the first to l\admit it: He's been born again. Ralph had been a salesman in the industry for over l6 years, but joining New Jersey-based Bradco Supply four seasons ago was the like the Second Coming. "Within a week, I wished I'd been here all my life," he testifies.

"When Bany Segal, the owner, sat down with me, I was shocked-honestly!-to find he was a genuinely real, down-to-earth person, who talked to me about opportunities with the company. I'd never met that kind of owner before-none of this 'upstairs is upstairs' stuff. I'd never had that kind of openness. And his son, Brad, the president, is the same kind of leader. That's what really made me decide to work here-the door's always open."

In return, Ralph brought a list of builder customers that just wouldn't quit. "My following is"-he searches for a word-"is unusual," he lights upon it, "in an industry not known for loyalty. I'd built relationships in the field. I'd grown with them as they grew from one house to multi-tracts."

The market has changed dramatically over those 16 years, he agrees, but not the loyalty he evokes in his customers. Ralph is one of those fellas who doesn't shrink from the "C" word: He commits to their success. Starting out in the '80s, "l got real involved in their businesses. I'd come home at night and my answering machine was all lit up. Then came the recession, and I was back to square one. But I nurtured those guys through the hard times; I worked to keep them afloat, and the rewards are still with me," he's won the right to boast.

A hint of wonder creeps into his voice as he talks about a recent ohone call from a big developer. He recounts. "I'd worked with him l4 years, from when he started out sweeping floors till he became vice president. Now he says to me, 'Price shouldn't be such an issue: there's so much more value in lovaltv. And I know I can count on you.'

"I was taken aback," Ralph reports. "Hearing that was the best reward of my career."

Here's another. When hailed in an industry publication for his outstanding success as a sales rep, a call came from a competitor. "Thank you," his rival told him. "Why?" "Because you made it seem possible to achieve what you've achieved."

Competition in his neck of the East is "strong-very rugged. But, to tell the truth, it's fair. It's just part of the industry," he believes. And it drives Ralph to new heights of service. "I'll never, ever stop putting little pieces in my car rather than wait to schedule a truck," he maintains.

Yct he's on top of the bigger picture, too. "You've got to stay focused," this sales pro has learned"and not get lost in the details. I balance my time, or I wouldn't be talking to you," he kids a reporter. "Still, my day doesn't end at 5 o'clock. I'm busiest between I and 8 or 9 at night. It's a way of life," he states. "It's what I do."

What he does also includes hooking his clients up with Bradco's "really strong" credit department, if necessary. And while the company doesn't undertake installing, he introduces subs to customers and lets the builders make their own selection. Matchmaker?" he ponders a listener's query. "Not a bad word...."

But not a divorce attorney. Asked if he ever fired a customer. he answers, "I wouldn't go that far. We try to talk and salvage the relationship, as I did in the late '80s. That person then will never forget you.

"You can show them ways to help them. like how to maximize their budgets, find a less costly product that will work as well. There are programs we can put them on."

In-house. he nurtures the same kind of affiliations. "Here, there are strong branch managers, who help me get things done. If it weren't for these relationships, the job wouldn't get accomplished. These interior relationships are vital, too," he underlines his message.

Those ties begin with Rick Fiore, Bradco's new-business development manager, whom Ralph had known for years. In fact, "We competed against each other. Then Rick joined this team a while back to round out the balance of marketing and sales."

It's a good match: "A lot of faith is put in me." In turn, Ralph sweats for his commissions. "I make every customer feel like he's my only one. Maybe he calls and needs to see me at 3:00 in the afternoon; well, either I get there or very politely let him know I just can't arrange it and find a good alternative. I'm on the road constantly, maybe only back in the office once or twice a week to pick up samples" and tune in to "the people in the trenches who help me when I'm on the road. I give a lot of credit [for sales achievementsl to having the right people around me-branch managers, regional managers, who help me in make immediate decisions-ones that will benefit both the company and the

The premium his builders treasure most-no surprise-is service. "You've got to be aware of your customer's needs and keep a step ahead of him [without insulting him], so there are no delays," Ralph explains. "My inside guys back me up on this, too-'no coil sheathing? Did he forget to order it?' They'll check."

He's savvy to the vastly differing needs of tract builders and of remodelers and massages them accordingly. "For new construction," he says, "I try to package it all together as if it's a lumber drop-as complete as possible. [For me] it becomes repetitive, based on their model. But for a remodeler, that one order is more significant to him, and you pay attention to every bit of the details. He's got a variety of needs, and they're changing on a daily basis."

An innocent question: With your strong following of repeat customers, are you still scouting for new business? "Every day of my life!" Ralph shoots back. "If I see a trailer or trees being cleared, I do some investigation. I'll cold-call, then set an appointment, do a takeoff, show them a variety of plans, point out needs-even some

Trade$ecrets: Just the Facts

Founded: 1956 in Avenel, N. J.

Principals: Barry Segal, c.e.o.; sons Brad Segal, president, and Martin, operations

Facilities: 130 locations, from Arizona to the Atlantic Ocean; in the process of acquiring several dozen Wickes stores

Revenue: $l billion by end of 20O4 they didn't know they had," he laughs. "I offer value-not just price."

Rick Fiore on Bradco: The word Rick uses most is "passion. That's why people love doing business with this company. The culture is so honest, so legitimate, in a world that's not."

He also offers the company's new hires a high-octane shot of mentoring. "I'll help them find out that this is a career, not just a job," he says. "I realized that when I came to Bradco."

- A former award-winning LBM trade maga1ine editor, Carla Waldemar writes frequently on the building material industry. C ontact he r at cwaldemar @ mnl r.com.

Rrrrrrrrs

Hancock Lumber, Casco, Me., expcted to finalize its acquisition of three-unit Marriner Lumber Co., Brunswick, Me., from Neil LambSept. I

Andy's Lumber, Midland, Tx., was closed by Trim Rhodes ,..

Castles Lumber & Ace Hardware, Carlisle, Pa., closed July 30 after 72 years due to big box Competition...

Lanphear Lumber, Evans Mil1, N.Y., suffered tens of thousands of dollars in damage from an Aug. 13 fire of susupicious origin

Scott Lumber Co. is closing after 135 yeius, with locations in Lansing and Triadelphia, W.V., to be liquidated by year's end

Dwyer's Home Improveme nt Center lac. i* closing its *tores in Massena and North Bangor, N.Y. afterS0years..

Marvin's Building Materials & Home Centers opens a 35,000-sq. ft. store with drive-thru yard late this year ih Brewton, Al,

C&C hmber, Tarrs, Pa., filed to liquidate under Chapkr 7 bankruptcy after more than 50 years

84 Lumber Co. leased lOracres in Wilmington, N.C., with plans to move its current Wilmington store to the new location

True Value Hardware, Marco, Fl., has remodeled witir a new fagade, tile roof, paint, dock and restructured parking lot

Beatty Lumber Co., Upper Darby, Pa., suffered $50,000 to $80,000 in damages from an early Augustflood...

Mahomet Ace Hardware, Mahomet, Il., was purchased Aug. I by Jim and Amy Hood, owners of Gibson City Ace Hardware, from Millie and Ernie Rosenberg, who have retired after 56 years

Grossman's Bargai) Outlet gpels a discount store Sept. 16 in Lockport, N.Y., l0 and unveiled new home centers July 29 in W. Fredrick, Md.; Cleveland, Tn., and Rowlett, Tx.; Jlly 22 in Opelika, Al., and July l in Palatka, Fl.; Zachary, La.; Corsicana and South Central Dallas, Tx., plus relocations July 22 in West Palm Beach, Fl., and July 8 in Largo, Fl. lowe's Cos. opened new stores Au'g.27 in Bedford, In.; Aug. 20 in Palatka, Fl., and Aug. 13 in Hinesville, Ga., and Easton, Pathe chain has broken ground in Aurorao Il., and is eyeing a 12.7acre site in Pawleys Island, S.C, "..

Home Depot opens its first in Manhattan, N.Y.-a 105,@0-sq. ft. store in the Flatiron District-Sept.

Home Depot agreed to become an adviser ta MaverSource, while launching www.homedepotmoving.com to assist customers with the moving process...

Lowe's plans openings in early 2@5 in Mt. Dora, Fl.; Brunswick, Me.; Flowood, Ms.; Eatontown, N.J., and Aransas Pass, Tx.; in the spring in Alabaster, Al.; Blytheville, Ar.; Bolingbrook, Il.; Seekonk, Me.; White Lake Township, Mi.; Epping, N.H.; Matamoras and Upper Moreland Township, Pa., and late next year in Bedford, N.H.; Cicero, N.Y., and Clearfield. Pa-

Wrorrsrrrls/trrcncTurrrs

Tornball Forest Products, Tomball, Tx., is a new NatureWood ACQ plant serving lower Texas with treated timbers and dimension lumber, as well as remanufacturing and millwork capabilities ...

Huttig Building Products relocated its Indianapolis, In., millwork and building materials DC to a new 96,000-sq. ft. warehouss ...

Steinkamp Warehouse, Inc., Huntingburg, In., added dry kilns and Advance Guard borate treated wood production, joining NatureWood ACQ andCCA ...

TimberTecft is building a new 140,000-sq. ft. warehouse in Wihnington, Oh.

Pennington Hardwoods moved from a 2,O00-sq. ft. facility in Clarksville, In., to a l5,ffi-sq. ft. building in Sellersburg, In.

North American Plywood Corp. has acquired a 95,000-sq. ft. building on 8 acres in Parsippany, N.J.; its S-acre Jersey City, N.J., location will relocate to the new facility as soon as renovations are complete; about 10,000 sq. ft. will be devoted to expanded panel processing and CNC departments ...

MG Building Materials, San Antonio, Tx., added a CCA treating plant and truss plant to complement its door/millwork plant and NatureWaod fteating faciiity ...

HipTruss, Simpsonville, S.C., is shutting down

Great Southern Wood Preservfag, Bushnell, Fl-, added CCA capacity to complement its Indurz borate and YellaWood ACQ treated wood capabilities ...

Epoch Composite Products, Inc.,Lamar, Mo., has purchased a 580,000-sq. ft. manufacturing facility in Chilhowie, Va., for its third and largest EverGrain composite product plant

IJniversal Forest Products added borate treated wood capacity at its Gordon, Pa, and Union City, Ga., facilities, complementing their FRTW and ACQ production ...

Winton Gl.obal, Pas Lumber Co. and Intermountain-Orient are teaming to market Winton brand products in the Southeast

Valspar purchased Associated Chemists' Orangesburg, S.C., forest products plant, which prduces edge sealant for OSB ...

Trout River latnber, Crewe, Va., has two new distributors of its Yirgircia Pine Plantarion prefini*hed southern pine flooring- four-unit Crescent Hardwoods Supply, New Orleans, La., and sixunit Custom Wholesale Flooring, Jacksonville, Fl.

Sherwin-Wtliams agreed to buy paintbrush and roller maker Paint Sundry Brands, Philadelphia, Pa., for $295 million

Hasko, Inc. movedits Hq. and mill machinery manufacturing plant in Soddy Daisy, Tn.

Housing starts in July (latest figures) rebounded, jumping 8.37o to an annual rate of 1.978 million ... regionally starts ranged from up 4.3Vo in the South and Midwest to 15.87o in the Northeast and West . permits climbed 5.7 Vo.

Listings are often submitted months in advance. Always verify dates and locations with sponsor before making plems to attend.

Srprrmsrn

New Jersey Lumber Dealers Association - Sept. 9-L0, managemenr roundtable, Atlantic City, N.J.; (800) 269-9603.

Architectural Woodwork Institute - Sept. 9-11, finishing seminar, Vineland, N.J.; (703) 318-1520.

Northwestern Lumber Association - Sept. l0-12, fall board meeting, Cragun's Resort, Brainerd, Mn.; (763) 841-2300.

Florida Hardware Co. - Sept. ll-12, fall market, Radisson Twin Towers & Convention Center, Orlando, Fl.; (904) 783-1650.

Ohio Lumbermen's Association - Sept. 13-14, dealer roundtable, Mentor, Oh.; (800) 282-4632.

Southern Pine Inspection Bureau - Sept. 13-16, dimension lumber grading course, Pensacola, Fl.; (850) 434-2611.

Illinois Lumber & Material Dealers Association - Sept. L4, planning meeting; Sept. 15, board meeting, Springfield, Il.; (800\ 252-864r.

Lumbermen's Association of Texas - Sept. 14-15, basic estimating seminar; Sept. 16, advanced estimating class, Baton Rouge, La.; (8OO) 749-5862.

Hardware Distributors - Sept. 15-16, fall show, English Hills Terrace, Grand Rapids, Mi.; (800) 686-9950.

Amarillo Hardware Co. - Sept. 17-18, market, Amarillo Civic Center, Amarillo, Tx.; (800) 949-4722.

JLC Live Residential Construction Show - Sept. 17-18, Convention Center, Columbus, Oh.; (800) 261-7769.

Kentucky Forest Industries Association - Sept. 19-20, annual expo, Bowling Green, Ky.; (5O2) 695-3919.

American Wood Preservers Institute - Sept. 19-23, fall com- mittee meetings, Colorado Springs, Co.; (800) 356-2974.

Hoo-Hoo International - Sept. 19-26, international conference. Alaskan Cruise; (888) 245-1900.

Timber Products Inspection - Sept. 20-23, lumber grading course, Conyers, Ga.: (770) 922-8000.

Construction Suppliers' Association - Sept. 20, roundtables, McDonough, Ga.; Sept. 26, Rockmart, Ga.; (770) 751-6373.

Kentucky Lumber & Building Material Dealers AssociationSept. 21, golf tournament; Sept. 22, board meeting, Bardstown, Ky.; (8OO) 844-1714.

Virginia Tech Center for Forest Products Marketing & Management - Sept. 23-24, forest products sales course, Blacksburg, Va.; (540) 231-4406.

National Lumber & Building Material Dealers AssociationSept. 23-25. annual convention, The Breakers, Palm Beach, Fl.; (800) 634-8645.

Blish-Mize - Sept. 24-26, fall market, Overland Park Convention Center, Overland Park, Ks.; (800) 995-0525.

International Lawn, Garden & Power Equipment ExpoSept. 24-26, Kentucky Exposition Center, Louisville, Ky.; (800) 558-8767.

Hardwood Plywood & Veneer Association - Sept. 26-28, fall conference, Toronto, Ontario; (703) 435-2900.

Southern Forest Products Association - Sept.26-28, annual meeting, Grove Park Inn, Asheville, N.C.; (504) 443-4464.

Northeastern Lumber Manufacturers Association - Sept. 2729, eastem pine grader training, Sanford, Me.; (207) 829-6460.

Eastern Building Material Dealers Association - Sept. 29-Oct, 1, trust & board meeting, Rocky Gap, Md.; (800) 296-3278.

National Hardwood Lumber Association - Sept. 29-Oct. 2, annual convention. Toronto. On.: (901) 377-1818.

0crosrn

NOFMA-Wood Flooring Manufacturers Assn. - Oct. 2-6, flooring inspector school, East Memphis, Tn.; (901) 526-5016.

Construction Suppliers' Association - Oct. 3, roundtable, Little Ocmulgee State Park, McRae, Ga.; (7'7O) 751-6373.

Forest Products Society - Oct. 4-6, housing durability conference, Aladdin Resort, Las Vegas, Nv.; (608) 231-2152.

Ohio Lumbermen's Association - Oct. 5-8, Canadian mill tour, Ontario, Canada; (8OO) 282-4632.

Indiana Lumber & Builders' Supply Association - Oct. 6, sales techniques seminar, Indianapolis, In.; (317) 875-3737.

Lumbermen's Association of Texas - Oct. 6-8. board/committee meetings, Wyndham Anatole, Dallas, Tx.; (800) 749-5862.

Wood Products Manufacturers Association - Oct. 6-9. annual meeting, Cranmore Resort, Lennox, Ma.; (978) 874-5445.

Southern Pine Inspection Bureau - Oct. 7-8, dry kiln course, Pensacola, Fl.; (850) 434-2611.

Virginia Tech - Oct. 7-8, solar dry kiln program, Blacksburg, Va.: (540) 231-4406.

TruServ Corp. - Oct. 8-11, fall market, Orange County Convention Center, Orlando, Fl.: (773) 685-5000.

#l southern pine

Wolmonized' Noturol Select" wood

Dricont fire relordont treoted wood

Wood Truss Council of America - Oct. 9, quarterly meeting, charlotte, N.c.; (208) 274-4849.

Association of Millwork Distributors - Oct. 9-13. annual convention, Salt Lake City, Ut.; (727) 372-3665.

Eastern Building Material Dealers Association - Oct. 11-13, basic estimating seminar; Oct. 14, advanced estimating class, Mechanicsburg, Pa.; (800) 296-3218.

House-Hasson Hardware - Oct. 15-17, fall market, Chattanooga Convention Center, Chananooga, Tn.; (865) 525-0471.

Do it Best - Oct. 16-19, fall market, Indianapolis, ln.; (219) 7485300.

American Architectural Manufacturers Assn. - Oct. 17-20. fall meeting, Registry Resort & Club, Naples, Fl.; (847) 303-5664.

Indiana Lumber & Builders' Supply Association - Oct. 18-22, estimating courses, Indianapolis, In.; (3 I 7) 875-3137

Metalcon -Oct.20-22, Las Vegas, Nv.; (800) 537-7765.

North American Wholesale Lumber Association - Oct. 2l-23. Traders Market, Hyatt Regency, Chicago, Il.; (800) 527-8258.